How Mixtapes Can Change the Music Business - Part Two: The Lil Wayne Factor

Previously: Part One: History

The only recording artist I can think to compare Lil Wayne to is Bright Eyes - for Conor Oberst is the only other artist whose entire musical development has been documented. Both artists have been releasing records for the majority of their young lives. Wayne himself has progressed so far beyond the typical novelty burnout of kid rappers that he's able to proclaim himself "the best rapper alive" - and no one's really arguing. An MTV roundtable debating the Hottest MCs in the Game picked Wayne (aka Weezy F. Baby) as number one. Most interesting about this decision - Wayne's inclusion had virtually nothing to do with any of his solo albums, for he has not dropped one of those for some time. This decision was based on his abundant guest appearances and now legendary mixtape freestyles.

DJ Drama's Dedication 2 mixtape (released last year) was a complete Weezy showcase that - like the Clipse a year prior - found itself on numerous "best of" lists. If Dedication 2 put the spotlight on Wayne, it was an awe-inspiring freestyle over "Show Me What You Got" from December's Lilweeziana mixtape that pushed him over the top. Since that time, hundreds of Wayne's flows have landed on official mixtapes as well as an endless number of bootlegs. In fact, his forthcoming The Carter 3 has been bootlegged in so many incarnations that who knows which the official will resemble.

And so Wayne has built his own brand. But unlike pretty much every other rapper who must retain additional business entities to brand themselves, Wayne's is based solely on the music. The music - or rather the abundance of it - sells the lifestyle; a lifestyle of hustle and continued success. Wayne's freestyles have become the anthems for anyone wishing to fancy themselves the best at what they do.

The Lil Wayne business model goes against everything you've been taught. Industry logic says, "keep them waiting," whereas Wayne saturates the market. Fans continue to desire more while starting to wonder why his counterparts can't keep up. Label execs worry that giving away outtakes or showing backstage footage will destroy artist mystique - but by allowing you to hear everything Wayne builds his own mystique.

The Lil Wayne Mixtape Business Model does not follow the industry's outdated standard plan. Listen to any Weezy flow and you realize this artist has no problems financially, however.