Since the early '90s, we could usually guess that artists would release a mixtape shortly before a new album or project was released. It was pretty much customary. This tactic was looked down upon by the record labels at first. We guess it was because they want to make money from every release). Now and days, labels help provide the material and coordinate the release date. They also may hire dj's to help promote the new music. With all this being said, over the past 10 years mixtapes have become very influential, in more ways than one.
What was once just mixes sold or handed out by dj's, has now become a very profitable business. In the early days of mixtapes, artists put out mixtapes (a lot times for free) for promotional purposes. Sometimes,using a DJ as the host and to handle the mixing aspect of the project. Let's fast forward to the present. We have so many mixtape websites, and mixtape distribution companies, which have turned themselves into a profitable businesses. The most known mixtape companies/websites are Coast2Coast, Datpiff, Live Mixtapes, and MyMixtapes. Some would say with these websites the mixtape game would has become very saturated. Everyone from major artists down to the most unknown rapper has a mixtape posted on at least one of these sites.
Why did I bring up these websites. Well first off for Datpiff and Coast2Coast. It's pretty obvious to see that that they make money a couple of ways. First they make money by putting advertisements on the same page as your mixtape. Don't believe me go check out http://www.datpiff.com/Sherexmykes-Crowned-Royal-2-mixtape.651657.html, and see how many advertisements are there. So of course they want you to promote your mixtape, and get as many views as possible, because more people will see the ad's and click on them. The second most obvious way they make money is pretty obvious. They make money from the artists/dj that wants to post a mixtape. Datpiff gives you the option to have a sponsored mixtape for $75. I'm pretty sure you know it takes money to be in their leader board, or anywhere else on their front page. So if you have an upcoming mixtape, and you want to draw listeners to it then you either are going to have to do a lot of shameless promotion, or shell out some big bucks.
Coast 2 Coast Mixtapes does about the same thing with advertisements around your mixtapes. Check this one out http://coast2coastmixtapes.com/mixtapes/mixtapedetail.aspx/dope-souf-radio-presents-dope-situations. How many advertisements do you see? So no matter rather somebody listens to your tape or not, they've already made their money. They also look for money from artists. You have to pay, for their PR services, such as mixtape hosting, single promotion, tour packages,video promotion, performance opportunities , and so on and so on.
LiveMixtapes, pretty much wants you to pay prior to be able to post a mixtape at all, and pretty much it's the same thing with MyMixtapes. There aren't as many ad's. However, if you have the free MyMixtapez app you may see an ad or two.
Not only do you have these sites, but you also have DJ's and Mixtape Distribution companies that are making a profit as well. Think about it you have DJ's charging $25 to $150 a slot, and depending what they are going to do with the mixtape. They have 3 things to really consider when they make up these prices. First, what sites they are going to use, and what are their cost. How much of a profit do they want to make? Lastly, how much are they going to put behind their promotion?
With all this being said (I'm pretty sure I'm gonna catch some flack though I'm simply just stating the obvious), what are the pro's and the con's of the mixtape industry? Well, if you are willing to put in the work and the money, you can develop a fanbase like no other. What I mean by work is make sure your mixtape shows that you put forth some effort. Make sure the production is decent, your rhymes are tight,and relatable. Obviously, if you really want views, then you gonna have pay some money to get your mixtape to the front page of the websites. Another pro is this particular industry or niche has allowed for entrepreneurship, not only for the websites themselves, but also for the artists as well. As an artist you can brand yourself with your mixtapes, and get people ready for you album. There's quite a few artists that I can say I never heard of, but soon became a fan of because of the websites. There are so many artists now that are doing tours, booking shows, and selling merch from their mixtapes and not with an album.
What are some of the con's? Well the only con that I can really see with the whole mixtape game, is that if you are doing it on your own without a label, and without a budget then you are going to be limiting yourself to self promotion, which is not a bad thing. However, I know that most artists want to focus on making music rather than promoting it. There are also many artists that put money behind their mixtape's but they get nothing out of it. What I mean by that is that they paid for studio time, production, mixing and mastering, but failed to pay for promotion. It's pretty much like the drug game or any business really. You have to increase your clientèle to make a profit, and then keep marketing to your clientèle. Though it may be free music, you have to strategize how you can make a profit with it.Learn how to flip it. The main con here, is there so many artists that have talent, that will probably never be recognize or seen because of the lack of funds. There are also artists that have the funds, because either they were just born rich, they have a team, or to simply put it they know how to do good business.
So do mixtapes help or hurt the game? I would say it's a little bit of both. It helps, because everyone has an opportunity to put a mixtape out there rather they pay for promotion or not. It helps because websites, DJ's, and artists can establish themselves as brands and entrepreneurs. How does it hurt? Too, much trash and not enough talented artists make it to the forefront, and it's just over saturated.
MiXtapes: Help or Hurt?