Vermont Hip Hop, as a community, as a superorganism, is about to undergo some of the most incredible changes it has ever seen. A lot of that is because the same is true for the entire Vermont music scene and, indeed, the whole damn music industry. Yet it's also thanks to the talent & hard work of the hundred or so core players who have made all of this possible, and necessary.
Rather than focusing on cold hard facts (done that already) this is mostly going to be strategic advice and cautious encouragement. Sure, most of you are going to "fail," but you're also going to make memories you'll cherish for the rest of your life doing it, so it's hard to frame that as a failure. You're probably not going to get signed, go viral, get a reality TV show, fuck celebrities, whatever fever dream you're focused on. You are going to have a wild time trying. But let's minimize the stupid mistakes along the way.
All of this is shit I've said a lot because it bears repeating. It's easy to recognize good advice. It's hard to implement, it's hard to change routines and bad habits. Let's try it again anyway.
First and foremost, focus on your fans, not your competition. The only thing that matters in your career is the feedback loop between you and your listeners. Even when it comes to other artists in your lane, collaboration is more important than competition, especially when you’re getting started. This is common sense: having a crew, a collective, will make it easier for you to build a fanbase, book shows, and get music done.
Second, I've been seeing a lot of inadvisable moves being made lately. As a general rule? Don't talk shit, especially in public. Just because it gets you attention doesn't mean that's a good thing. If you do burn bridges, never do it by accident. Have a plan and a goal.
Even then, be aware that when you burn a bridge in public, you're costing yourself opportunities you don't even see. When you're airing out beef on social media, when you're typing out caps lock rants after a few drinks, promoters, talent buyers, producers, other artists, are seeing what you're doing and quietly deciding you're just a liability waiting to happen. And they're fucking right, too.
Third and perhaps most important of all, stop rushing your music. Just because you want to put it out doesn't mean it is anywhere close to finished. The bar is set very high right now. That's on everything: sound quality, photography, music videos, graphic design, you can't be slacking in any department if you want to stand out in this environment. (Maybe try rapping better, too.)
Every day, music listeners have thousands of artists competing for their attention online and they have to make their decisions more or less instantly. Shitty artwork and amateur mixing is costing you real opportunities. There is no upside to cutting corners. Releasing subpar product is far worse than releasing nothing at all, because you're only establishing a reputation as someone who is not worth paying attention to. Stop doing that.
Fourth, most of the people you consider to be your competition could actually be your allies and mentors. This is a very hard gem to process, especially for young men. I don't think I really accepted this one until I was in my 30's. You can ask for help. Seriously, you really can just ask people questions. Do it politely and concisely and most of the time, people will oblige.
This goes for getting advice from older, more experienced heads as well as for asking around outside your circle when you're planning and making decisions. There is a reason that major corporations invest millions of dollars, year after year, in market research and focus group testing. You cannot rely on your friends and family for honest feedback, and you need to reach out for a broader, more diverse take on your product.
Fifth and finally, well…this one is likely not even worth saying. That's because you either already get it or you never will. But I do hope at least one young artist reads this and thinks about it. Every detail that makes you unique is the most important aspect of your art to focus on, to hone, to develop.
I am definitely the only motherfucker in this tiny state who is actively seeking out and listening to new artists in addition to keeping up with everyone else. 85% of you are currently pursuing the exact same sound. The same beats, the same bars, even the same adlibs. That's because you all grew up on the same artists, and now that's who you're trying to be. This is not adult behavior. Start being yourselves instead. Because those artists you grew up on? They're still making albums and playing sets at Coachella.
Bear in mind, though, I am only saying this because bringing something fresh to the table will make it easier for you to stand out and reach people. It's not like imitating famous artists is some kind of death sentence. Ja Rule made many millions of dollars doing Tupac cover songs. There are currently about a hundred artists touring and making a living just by imitating Drake. You can absolutely find success by trying to become your idols. It's just an extremely crowded lane.
For those few of you still with me: check this out. It's about an event in Boston called The Testing Lab where artists get together to critique and build. This is very necessary, and I'm not saying "someone should do this here," I'm saying multiple groups should be doing this here, ASAP, formally and informally. There is a ton of untapped generational wealth in the 802 and you could gather an incredible lineup of experienced artists, managers, DJs, promoters, engineers and ex-record label heads to help.
It all starts with asking around. Do that now.
Stop being negative, stop complaining and focusing on the past, stop thinking and acting like a victim. There are fewer gatekeepers and obstacles than ever right now. There are more opportunities and potential fans than ever right now. You can change your life this year. Get your head straight, get a plan, and get your ass in gear.
