A Hip-Hop Editorial:
If you are a Hip Hop fan, you've heard about the recent "Irv Gotti for Def Jam President" movement. Irv got on MTV recently and pitched himself as a candidate for president of the legendary Rap music label. Right afterwards, a number of rappers and industry insiders supported Gotti's push for the reigns of the label. As of now, no movement officially has been made to get Gotti into the "chair".
But...if you've seen Irv's interview, and if you know anything about Hip-Hop, you know that he's right. Def Jam is Rap music's most storied label. Young Money/Cash Money Records, Maybach Music Group, it all springs from the House That Russ and Rick Built. And for years, the label has seemed as if it’s been drifting along, without a real blueprint and a strong leader in charge. Yeah, Jay-Z was the “Prez” of the label for a few years, but his run was bumpy and controversial.
As a Hip-Hop fan, I’m concerned and irritated. As a writer, I can tell you all how I feel about it…and what I would do to fix Def Jam. If I was president of the label.
Pare Down The Roster: With the exception of the Frank Ocean kid, there shouldn’t be any singers (traditional R&B) on the roster. As a matter of fact, there shouldn’t be 29 artists on the roster, period. (It would be 30, but Ne-Yo ain’t there anymore). Def Jam always worked best as a “boutique” label; smaller than a major, and easier for a staff to oversee all of the needs for it’s artists. If I was president of the label, the Rihannas and The Dreams and the Bruthas would all follow Ne-Yo to Motown…an R&B label. That would give me the opportunity to concentrate on the rappers on the roster.
Sign The Grittier Rappers: Even I have written that the Rap game is now geared toward stripper anthems. And it’s harder for edgier artists to get on. But, there are a few “harder “ rappers who could have mainstream success if pushed the right way. Namely two. Saigon and Killer Mike. Both men have a rugged artistic style. Both men have strong followings. And both men are immeasurably talented. The “big” labels that both men were signed to didn’t know how to handle the projects of each man. But, at my new Def Jam, we would sit down with both men and figure out a way to create singles that would cater to their longtime fanbases, but also could crossover to pop radio. These two guys are the epitome of what Def Jam has been and could be again.
Dominate The Internet: I know that all Def Jam videos get on YouTube through Vevo. But, if I was Def Jam’s head man, I’d create a Def Jam channel specifically. Then, I’d build a healthy relationship with all of the bigger Rap blogs. I’d actually commission singles made specifically for blogs. Then, through the Def Jam YouTube channel, I’d post daily updates on moves my artists were making. Def Jam would have the most media accessible artists in the game.
These ideas are really top of the iceberg mentions. There would be much more I would do as Def Jam’s top exec. The label, while storied, needs a lot of fixing. Hopefully, soon, Irv Gotti or some other savvy Hip-Hop veteran may get the nod. Because as much as we all love MMG, we all grew up on Def Jam.
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