JUKEBOX:DC Editorial: Kendrick Lamar: Please Don’t Go Mainstream

As a fan of yours I felt the need to write this open letter to get a few things off of my chest. One, you are a phenomenal artist, rapper, leader and spoken word performer that captivates my inner soul and others to a degree I haven’t felt in a very long time. No one in the past five years has struck chords through my ear like this since Lupe Fiasco during his 2005-2006 run. However, I am writing this letter to tell you to not go down the same path as our brother Lupe. To not go the easy route like our brothers Drake and Wiz Khalifa but take the independent road to success and tell those mainstream suits you’ll pass.

We all know about how great it is to sign to a major label. You get the “machine” of the label behind you, plenty stories and interviews are given to you by worldwide publications. All the money you’ve worked so hard for is now at your leisure through advances, endorsements and global tours, etc. But what I’m trying to tell you is that you don’t need them for you to get that. What you have established at Top Dog Entertainment is astounding. A brand solidified in hip hop culture and a significant symbol in today’s critical and often crucial urban market. Therefore, let me give you the breakdown on a few.

First and the most obvious of all – content. We all know this is the biggest issue when it comes to an artist jumping from the mixtape circuit to the big stage. In front of the big stage and under bright lights some of our favorite mixtape artists have floundered (to a degree) in making this jump. It can be argued Wiz Khalifa’s Rolling Papers sounded nothing like his pre-Atlantic Records music. Also, newcomer J. Cole stumbled out the gates after signing to RocNation, but after years since his breakout The Warm Up has been released, he is getting his chance this September. Now these are just recent instances, but how do we know the same won’t happen to you? Does HiiiiPower become a Top 40 hit on the Billboard charts? Does P&P get any radio play? Can Michael Jordan make it to NBA 2K12 or the club scene? I’m not betting on it. No way. Your distinct sound, lyrical content and under the radar history lessons and “audio books” are breathtaking. I would hate to see Compton Kendrick be forced into a Lasers project.

Secondly, let’s talk about the machine of having a label behind you. The marketing, mass promotion and even paying blogs to place your content onto their sites is just the start of it. But you know what, you have that already. Blogs thrive off of your freestyles, new music and videos, so the ability to market yourself and your music is doable. Labels can also get you on 106 & Park, TV talk shows and more. On the other hand, if Chris Brown can make it to Good Morning America after his Rihanna incident, I’m sure Robin Roberts would love to pick your brain about Tammy’s Song. In the same relation of marketing is fan expansion. Now, fan expansion is weird. You can say Wiz Khalifa gained the majority of his fans through Kush and Orange Juice, but it is also debatable that his smash hit Black & Yellow took him to another level of success. Let’s get something straight about you Kendrick. You spark a person’s soul with your content. You’re not talking about all the bad bitches in the world or having so much cash you can swim in it. You’re giving us stories about real life and it provides intangibles to a listener’s ear. A one hit wonder like Kreayshawn might build her empire of a single but that empire will fall if it doesn’t have stability. You have earned respect and your fans will push for you. A word of mouth reference is stronger nowadays than a forced upon radio single. Google Kreayshawn’s Rich Whores real quick. Ha. Ok. Get it now? Your fans got your back and spread your music all over. I’m sure of it. By the way, y mom’s favorite song is No Make Up.

Lastly, let’s think of the bigger impact of taking the independent road. You would be an icon, a trailblazer, or even a pioneer in this situation, because other artists would say to themselves, “I can eat good, without a label pushing me into a box. Kendrick did it. Why not I?” The recognition would be incredible and fans wouldn’t have to murmur the words “he changed” or “I miss old Kendrick.” Just keep the solid music coming and the fans will keep growing. Along with the fan expansion comes the awards and recognition from the blogs to the magazines to the Grammys. Yea, I said it. You will own a Grammy one day. I will bet that.

Kendrick, even if you don’t take the independent deal, weigh your options carefully and think of all of the possibilities. In my opinion, going independent will be the best situation for your sound, vision and persona.

Keep Black Hippy strong and take long strides with the movement. We won’t wuwwy.

Sincerely,

Devoted K. Dot Fan

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