How Mixtapes Can Change the Music Business - Part One: History

This title is somewhat incorrect as "mixtapes" have already changed the music business. They do - however - remain somewhat of an underground phenomenon limited entirely to hip hop. Their potential in other genres has yet to be tested. I think hip hop artists and labels have been ahead of the curve when dealing with recent changes in the music industry, and subsequently have been the most successful through this time. I've spent a lot of time looking at the successes of rap's marketing and trued to apply what I can to New and Used Records. Mixtapes should certainly be a part of this plan and, thus, I am writing a three-part feature arguing my case.

Mixtapes started - as the name implies - as DJ-created mixes usually handed out or sold at clubs. When the format switched to compact discs, the name remained. All mixtapes share a few similarities - all are compiled by a DJ who hypes himself and his own work throughout the CD. DJ Clue, DJ Drama, DJ Khaled, Mick Boogie, Clinton Sparks and Green Lantern are among the DJs who have built strong followings off of mixtapes. All DJs have their catchphrases which get repeated (often ad nauseum) throughout the mixtape. MTV has a rather comprohensive story on the medium's history - "Mixtapes: The Other Music Industry" which I highly suggest for anyone who does not find this post sufficient enough.

To put it simply - mixtapes are a promotional tool; a way to gage the reaction of "the street" (i.e. the true hip hop fans/tastemakers) before unleashing it on the masses. A mixtape can be solely devoted to one major artist, but more often than not, it's a compilation that mixes new hits or rarities from established artists with those of up-and-comers. Once confined to underground shops or on-the-street dealers, the internet has opened up a whole new world for mixtapes. As Kanye West in a recent Interview, "If it's about being a 'street' rapper - well, the new 'street' is the internet. So you have to embrace that culture." Google any new mixtape and chances are you can find somewhere to download it - sometimes its been leaked by the artists themselves. Want a physical copy - eBay is full of creatively titled mixtapes, only some of which were sanctioned by the artists.

Mixtapes are an underground medium - one where copyright law never comes into play. It's pretty safe to say that the likes of West, 50 Cent, Lil Wayne and Young Jeezy trade the promotional value for the publishing royalties.

How has the mixtape changed the music industry? In 2005 when - after multiple delays of their album's release - the Clipse released a pair of critically-acclaimed mixtapes. This landed them of best of the year lists, while giving the group a product to promote on the road. The album was eventually released in late 2006. Lupe Fiasco landed the cover of The Fader in January 2006 - nearly eight months before his album dropped - building a major internet following for his 3-part Fahrenheit 1/15 series. Don't even get me started on Lil Wayne - he'll be the subject of the next entry.

This past January, while was locking down distribution deals for his popular Gangsta Grillz series and working on a "label-sanctioned" mixtape, DJ Drama became a target for the RIAA. Police raided his offices, taking Drama and 17 others into custody. Brad Buckles, executive vice president of the RIAA's Anti-Piracy Division in Washington, D.C., told MTV, "We don't consider this being against mixtapes as some sort of class of product. We enforce our rights civilly or work with police against those who violate state law. Whether it's a mixtape or a compilation or whatever it's called, it doesn't really matter: If it's a product that's violating the law, it becomes a target."

The raid opened up a mainstream dialogue on mixtapes, the likes of which had never been seen before. Some insiders thought it might bring an end to the industry. Nine months later, however, it seems to be back up-and-running.

Mixtapes are a promotional tool. They promote not just artists and DJs, but fashion designers, magazines, websites. Though usually jam-packed and somewhat disposable, the best ones remain a fascinating artistic exercise. Other genres should look at the example that has been set and see about applying the same promotional principles. In this day-and-age the main key to continued relevance is accessibility, and mixtapes certainly achieve that.

Check back Wednesday for Part Two: "The Lil Wayne Factor"