Opening Up Music-Related Opportunities by Broadening Your Scope
| By AMIR SAID (SA'ID) |
Many beatmakers (producers) put themselves in a trap. For most, the goal is to have a music career rather than a career in music. What’s the difference? you say. Isn’t that the same thing? Isn’t that just semantics? Well, no, it’s not the same thing; and it isn’t just semantics. Once you unpack the philosophical approaches that lies beneath the framing of each of these phrases, you notice that there are glaring differences.
As a framing, “music career” usually evokes the understanding of the traditional recording artist/label dichotomy and music industry architecture. Indeed, for most people, this is the idea that “music career” triggers. So as it follows, a music career is typically understood as a vocation that is squarely rooted in, and otherwise connected to, the parameters of the music industry. Therefore, a music career is something that is inevitably measured by or against, for better or worse, the metrics of the major label system hierarchy and the mainstream infrastructures that secure its place in both commerce and popular culture. And although the music industry as a whole contains a number of distinguished areas of concentration (production, songwriting, performance, licensing, publishing, etc.), to have a music career commonly implies that one’s livelihood is inextricably tied to the music industry.
A “music career” embodies a philosophical approach that fundamentally sees the music industry as both the chief means (if not the only means) of employment and as the primary arbiter of success. This deference to the music industry is warranted, given the scope of what a music career implies. But such deference can be detrimental inasmuch as it often curbs how many recording artists/musicians think about their possible career opportunities. When recording artists/musicians limit the scope of their career opportunities to those traditionally found within the music industry, they cut off a world of other industries that could use their musical talents. Similarly, when beatmakers narrow their idea of a music career to landing placements on a rapper’s album, they shrink the modes by which they can earn a living off of their music-related talents.
A Career in Music Signals Something Broader
As a framing, “A career in music” implies much more than the traditional recording artist/label dichotomy and music industry architecture. It embodies a philosophical approach that fundamentally sees one’s musical talents, not the music industry, as the guide for opportunity and the chief metric for success. Moreover, “a career in music” signals to me something broader, something less restrictive and hierarchical. While the “music career” framing seems to imply something singular, something that’s attached to the music industry and its sub-industries (e.g. session work, tour support, etc.), “a career in music” conveys something much more multi-dimensional and spacious.
“A career in music” works as an umbrella framework that’s not deferential to any one spectrum; for instance, it treats the traditional recording artist/label dichotomy and music industry architecture as one dimension. And so, there’s infinite room for a league of other music-related dimensions as well. Further, as a framing, “a career in music” leads recording artists/musicians to expand their ideas about how they can earn a living from their music-related talents. And, inevitably, it opens up new possibilities for them; at the same time, it removes a dependence upon the music industry architecture.
What Does this Mean for Beatmakers?
This idea of using the framing, “career in music”, is just as important to beatmakers as any other musician—perhaps even more. Far too many beatmakers look at beat placement with romantic eyes; they see it as the single “big break” that can make their career. As such, these beatmakers focus all of their attention on getting their beats into the hands—or email inboxes—of any rapper, or other vocalist, or A&R, or so-called music industry “insider” that they can. At the same time, they ignore or choose not to explore (for whatever reason) other ways to earn a living from their music-related talents.
Is this singular strategy wrong? Not necessarily, depends on the situation and the people involved. Each person brings their own advantages—know-how, expertise, and connections—to the table. However, if this is the only strategy that a beatmaker has, then I believe that the odds of them having a sustainable career in music are extremely low. Still, can one placement trigger a “music career”? Of course. But that’s more long-shot exception than it is the norm. So is it reasonable or practical to follow such a course? And the truth is, even with a number of acclaimed placements, a beatmaker can still be on the short end of a music career. (In The BeatTips Manual I cover this in more detail.)
Thus, if this “one-shot” placement strategy describes the approach and course that you’ve been taking, I strongly urge you to stop and transition to a more diverse way of thinking about your music-related talents. You are the commodity, not your beats. Beats are an extension of your music ability, but they should not be considered the extent of your music capability.
Now, here I am in no way suggesting that beats hold little weight or that they’re inferior to other recorded music compositions. Of course I’m not making that suggestion; beats have their own distinct value, both in terms of their art and in their financial value. What I am saying is that in addition to the traditional use and scope of beats, that is to say, for use by a rapper (or other vocalist), you have to think broader and more deeply about the new uses and commercial scopes for your beats and your music-related talents.
Bottom Line:
How you frame your goals are just as important as the goals themselves. So goes your framing, so goes your thinking…so goes your opportunities and actions!
For many beatmakers, transitioning forward from the “one-shot” placement strategy will depend on how committed they are to seriously studying the art of beatmaking and music in general. To be certain, the only way to unlock new possibilities for your music-related talents is to be aware of their existence in the first place. If your equation is: “make a beat + shop it + get placement = music career,” then you need to learn new math.
In addition to helping beatmakers better understand our art and craft, my goal is to encourage and help beatmakers think in terms of having a career in music rather than having a music career. To that end, below I’ve listed some music-related opportunities that you can create for yourself that you may not have thought of before. There are more opportunities to be sure, but the list below will hopefully get you started in how to think them up.
Museum projects
Museums of all kinds put on new exhibitions each year. Most try to involve local artists and creatives whenever they can. Investigate! Visit local museums and come up with music ideas that you can pitch to them. Is it a long shot? Perhaps. But then again, you’re not competing against millions of other people shopping their beats for the exact same slot on an album or a free mixtape!
Art Galleries
Like museums, art galleries rely on their ability to put on new and interesting shows. I’ve been to a number of art shows in New York. Some have had non-descript DJs; some have had the radio playing; some have had iPod playlists running; etc. Never have I seen one show with a mix of beats that were crafted exclusively for an artist’s work. I suspect that this market will blossom in the future, especially as upstart galleries continue to vie for attention.
Film Schools
I’ve seen some pretty decent student films that were undermined by shitty music. Believe me, there’s a market there. Maybe not the most lucrative one, but you can get the experience of using your beats in new ways, not to mention the valuable experience of working with an artist from another medium. (Note. Visual art has always influenced my music and writing.) Offer your services to film school students. Better, see about getting your name onto a film school’s registry of services.
Performance Poets and Other Spoken Word Artists
Service those artists that are “rappers” outside of the traditional hip hop sense.
Web Designers and Developers
Web designers are interested in customized audio solutions for their clients that want music prompts and such. Seek out web designers and offer your freelance services. Create your own market in this area, and try to form partnerships.
Sneaker Stores and Hip Boutiques
Sneaker stores and hip boutiques are art galleries. Well, to some at least. But seriously, these are places that thrive on an edgy, “hip” vibe. Capitalize off of this and pitch stores on custom beat tapes. At worst, you play a hand in setting the mood of the place for eager shoppers. At best, your music is an ad for you work. And don’t forget, it’s also an official placement.








James Brown, Papa's Got a Brand New Bag (1965)
James Brown, Say It Loud - I'm Black and I'm Proud (1968)
The Meters, The Meters (1969)
Led Zeppelin, Led Zeppelin (1969)
Led Zeppelin, Led Zeppelin II (1969)
Curtis Mayfield, Curtis (1970)
Led Zeppelin, Led Zeppelin III (1970)
Led Zeppelin, Led Zeppelin IV (1971)
Aretha Franklin, Young, Gifted and Black (1972)
The Jimmy Castor Bunch, It's Just Begun (1972)
Harold Melvin & The Blue Notes, I Miss You (1972)
Led Zeppelin, Houses of the Holy (1973)
Stevie Wonder, Innervisions (1973)
The Beat (aka The English Beat), I Just Can't Stop It (1980)
The Beat (aka The English Beat), Wha'ppen (1981)
The Beat (aka The English Beat), Special Beat Service (1981)
LL Cool J, Radio (1985)
Marley Marl, In Control (1988)
Main Source, Breaking Atoms (1990)
Gang Starr, Step in the Arena (1991)
Dr. Dre, The Chronic (1992)
Nas, Illmatic (1994)
50 Cent, Get Rich or Die Tryin' (2003)
Discussions about "female rappers" carry little weight with me, because I rate the rapper and their rhyme, not their gender. However, when pressed about my list of top female rappers, I always began with MC Lyte. For me, MC Lyte—in her prime—sits comfortably in the 1st tier of great lyricists, regardless of gender. But as far as any list that excludes male rappers, I rate MC Lyte #1. Therefore, before I can rate any female rapper that has appeared after MC Lyte, I first have to hold them up to what I call the "MC Lyte Test."
Although Apollo Brown’s beats have certainly served Boog Brown well, most of the beats off of their stellar Brown Study album carry a similar texture and form, and they usually move in the same “mid”/mid-tempo range. That’s no knock against Apollo Brown—that sound is dope. In fact, he’s mastered that sound and feel; it compliments the drum frameworks that he favors for most of his beats. I'd just like to hear Boog Brown on a couple of slightly uptempo joints, or some beats with a different type of swing to them. To Apollo's credit, the “U.P.S.” beat, I think his latest release with Boog Brown and a joint I really dig, finds him using a bit more “bounce” in the beat. Promising signal for what's to come from the the Boog Brown/Apollo Brown enterprise.
Musicians have long shared tricks of their trade amongst each other. It's a tradition as old as popular music itself. However, for some reason, many beatmakers (producers) pride themselves upon keeping a vale of secrecy over their beatmaking methods. What gives?
To be certain, The Wisemen's album, Children of a Lesser God, is quintessential, unmitigated street rap of the highest quality. I began here because it's necessary to point out. Why? Because at the moment, hip hop/rap music is overly “represented” (I use the term lightly) by three main unfortunate trends: (1) status quo safety efforts, you know, where the top acts do just enough to oil the mainstream machine; (2) lifeless beats and parochial rhymes [where sampling is surface-level at best, and where synth-based creations are either extra emo or just plain too “synthy”]; and (3) publicity-stunt rappers who say or do seemingly anything for attention.
Every other week or so, I work on making new beats without the use of my computer. That is to say, without tracking my beat into Pro Tools, my DAW of choice. 





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