Mixtape Kings

In the late 70's, the mixtape in hip hop was the only way fans could listen to recordings of their favourite artists in the absence of proper records for sale. Before hip hop became officially marketable in the early 80's, DJ's such as Afrikaa Bambaata, Grandmaster Flash and Kool Herc would make recordings of their gigs, then offer them for sale. Tapes could be tailored to individual clients, with many willing to pay premium prices for shout outs. Fast forward to the 90's and the LP had become the dominant form of money making rap recording. The mixtape became a vital medium for new artists to showcase their talent at a reduced price. The tapes often had low production values and a typically featured an extended list of shorter tracks. In addition, DJ's that were supplying the mixtapes had to find new ways to make the form a viable commercial interest to the public. This was achieved by securing exclusive remixes and freestyles over established beats at a time when hip hop was experiencing its golden era (in terms of quality, rather than money making).
The growing influence of the internet changed the distribution of music in all genres, but had a particular impact on hip hop. The distribution of new music became easier, allowing for the rise of 'ringtone rap' with artists such as Soulja Boy and D4L becoming one hit wonders through the strength of youtube views. At the same time, the physical mixtape became less popular as a  way to establish a fan base. Instead, new music was routinely uploaded to sites such as Myspace, allowing MC's to reach a large audience easily and quickly.

The mixtape, however, wasn't dead. Sites such as Datpiff.com sprung up offering regular, new collections of music from established stars and newcomers alike. Owing to the free nature of the product, the downloadable mixtape is now a phenomenally potent marketing tool. Stars such as Wiz Khalifa and Mac Miller have used this medium to build large and loyal fanbases, offering popular mixtapes 'Kush and OJ' and 'Best Day Ever' respectively. Both of these have received well over 500,000 downloads, and translated into impressive album sales (Wiz's Rolling Papers easily achieved Gold certification, while Miller's Blue Slide Park became the first independently distributed debut album since 1995 to top the Billboard 200 in its first week). This success, however, had a sting in the tale. Both albums suffered lukewarm critical reception from reviewers and fans alike, with the common criticism that neither LP's were as good as the mixtapes that preceded them. Taking this into consideration, Wz has subsequently admitted that Rolling Papers was not 'creatively his best work', and promised fans to revert back to his former weed loving persona on new mixtape Taylor Allerdice. At the time of writing the project has accrued over 1.2 million downloads in less than 2 months of availability. It would seem, then, that rappers can struggle to maintain their focus and channel their talent under the pressures of releasing a physical product to sell. This could obviously have implications for future album sales as fans come to realise that the retail release will never measure up to the free collections littering their itunes.

New artists aside, the popularity of free mixtapes has another implication for those already well established at the top of the game. After suffering two seizures in late 2011, Rick Ross postponed the December release of studio album God Forgives, I Don't, feeling he wasn't in a position to promote the LP effectively. Instead, he released Rich Forever, which quickly became one of the most downloaded mixtapes of all time. Tracks clearly intended for GFID can be picked out from Ross' frequent references to the album title in some of his rhymes. The track listing features a litany of hip hop heavyweights guesting alongside Ross, including among others Nas, Diddy, Pharrell, Drake, Kelly Rowland and almost the entire MMG roster. Production is handled in part by familiar names such as Justice League, Lex Luger and Beat Billionaire. The point of this is that by making this project available free, Ross has rewarded loyal fans, but also raised questions about the value of his upcoming studio album. It is difficult to imagine that God Forgives, I Don't won't feature various A List guest rappers assisted by MMG stalwarts, backed by lavish production with Ross waxing lyrical about his luxurious life, selling drugs and generally living out the gangsta fantasy. Which is exactly what we find on Rich Forever. If the physical retail release isn't going to expand on the free mixtape, what motivation do fans have to buy it? This perhaps explains why Rich Forever has well over a million downloads, but Ross has never had an album break 200,000 in sales in a first week performance, or had an LP break the Platinum mark of a million sales.

This is not a problem confined exclusively to Rick Ross. Game has recently brought out a mixtape with over 50 guest spots that has easily eclipsed the first week sales of his last album. Ace Hood, despite accruing more than 250,000 downloads in less than a month of his new Starvation mixtape, has never cracked 30,000 first week sales in three separate studio album releases. My point is that, in moving to free internet distribution, the mixtape is continuing to be a major influence on how hip hop music is distributed, asking profound questions about the future of retail album sales. It may be the case that rappers are being forced to move away from traditional methods of gaining financial reward for their craft, and instead will be relying more and more on live performance, merchandise and royalties.

Is Hip Hop Dead?

The early 2000's were the golden years for Hip Hop in terms of albums sales. Even the most depressingly average MC's could virtually guarantee a gold plaque (500,000) with every release. Fast forward to 2007, and sales were rapidly declining. For the first time in 12 years there was no rap album in the American top ten best sellers of the year. Sales of music in general suffered due to the recession, but hip hop was hit particularly hard. The ceaseless mantra of 'bitches, money and hoes' was growing increasingly stale as the gangsta rap market became saturated with cheap imitations. Consumers were crying out for something different.
The last 2 years, however, has seen a resurgence of quality music from a litany of new MC's. First up was Wiz Khalifa, fuelled by his mega hit 'Black and Yellow' and a huge underground buzz for his mixtapes. Rolling Papers sold 197,000 in its first week of release, eventually receiving gold certification. Hot on the heels of his success were standout projects Section 80 from Kendrick Lamar and Follow Me Home by Jay Rock. Though not commercially successful, the two albums displayed the wealth of young talent lurking just below the surface of mainstream hip hop.
After numerous delays, September saw J Cole finally drop his highly anticipated Cole World. Selling over 200,000 in its first week, the figures were particularly impressive as there was no particularly popular single to promote the album on the airwaves. Similarly, Wale received a remarkable career boost by signing onto Maybach Music. Compilation album We Are Maybach Music was well received, along with fellow freshmen Pill and Meek Mill, but the sales figures for sophomore project Ambition were truly remarkable. Over 160,000 units were moved in the week of release, compared to the 28,000 sold of 2008's debut Attention Deficit. Again, Ambition had no substantial single to promote. Love him or hate him, Drake is setting the standard for the rap/r&b hybrid, Take Care awarded a gold plaque within a week.

The success story of the year so far has been Mac Miller's Blue Slide Park. Despite being released on an independent label, the album debuted at number 1 on the Billboard Chart with 144,000 sold. Without substantial promotion, the rapper relied on engaging with his large internet following to great effect.
Though these figures are unimpressive when compared to the multi-platinum albums of the first half of the last decade, or indeed against continuing superstars such as Eminem, Jay Z and Lil Wayne, placing them alongside recent work from established stars is worthwhile.

50 Cent- Before I Self Destruct 160,000 (2009)
Rick Ross - Teflon Don 176,000 (2010)
T.I - No Mercy 159,000 (2010)
Game - The R.E.D Album 98,000 (2011)

Taking these figures into account, it suggests that hip hop is certainly working on a reduced scale. This is not to say, however, that the quality of music is declining. The state of the music industry is forcing labels to go look for other ways to promote their product, the creation of twitter becoming an increasingly dominant force in the hip hop world. A 'back to basics' approach, with an increased focus on creating quality free mixtapes to build a large following has yielded excellent results for artists such as Drake, Mac Miller and Wiz Khalifa. The new generation is now in a position to stand alongside the big hitters in the rap industry, with newcomers such as A$AP Rocky, Vado and Childish Gambino hot on their heels. Particularly exciting is the wide range of styles coming through the ranks. The introspection of J Cole, for example, is a world apart from the jaunty 'backpack' rap of Mac Miller.
Taking all this into account, it is clear that hip hop isn't dead. It's just smaller.