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Speaker 1: Behind every wise man is a trail of pain. So

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Speaker 1: the reason I have all the right answers because I

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Speaker 1: tried all the wrong ways. I didn't get this far

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Speaker 1: by thinking I knew everything. I got this far because

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Speaker 1: I was willing to admit I didn't know everything. It's

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Speaker 1: very hard for people to get in front of people

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Speaker 1: they look up to and admire or want to work

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Speaker 1: with and collaborate with and tell them you don't know everything.

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Speaker 2: Fake it till you make it. Don't let them that's

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Speaker 2: a lie.

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Speaker 1: Don't follow that motto, because you're gonna end up on

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Speaker 1: the work site or in the workplace having said you

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Speaker 1: could do some shit and then you can't perform, but

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Speaker 1: you can't come through, and now that's your reputation. So

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Speaker 1: if you don't know, tell somebody you don't know. If

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Speaker 1: you want to know, ask somebody.

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Speaker 3: My graduates from my school being forced.

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Speaker 4: Bad drop drop drop, bad drop drop.

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Speaker 5: All right, So I need everybody get on their feet,

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Speaker 5: and I need I need you to be extremely quiet,

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Speaker 5: because it's very rare that you have an opportunity to

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Speaker 5: hear from a legend. So we have to we have

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Speaker 5: to show all of our legends the respect that they deserve,

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Speaker 5: very important, especially being in the state of Texas, very important.

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Speaker 5: So but be somebody that you know, we're from New York,

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Speaker 5: but we heard the music, and especially when Big Pimper

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Speaker 5: came out, obviously that changed everything for us. But you know,

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Speaker 5: only I don only respect his musical side, but just

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Speaker 5: a very intelligent, articulate person. And every time I hear

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Speaker 5: him speak, it's just very impressive. So we're honored that

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Speaker 5: he's taking time out of his day to have a

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Speaker 5: conversation with us, and he's actually gonna have a performance

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Speaker 5: later on.

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Speaker 4: So anything you want to say before we bring him up.

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Speaker 6: I mean, this is the trillist of the trill right, inventa,

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Speaker 6: the inventor of trill Man.

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Speaker 2: So it's an honor.

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Speaker 6: I know he's a Texas legend, he's a Houston legend,

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Speaker 6: but he's put off the Texas. But you know, we

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Speaker 6: we we the triangle, you know, we know we know

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Speaker 6: a few things about this Texas thing. But yeah, man,

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Speaker 6: any time we get to talk to legends, it's always

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Speaker 6: an honor.

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Speaker 2: Man. So let's do it. Let's get us going.

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Speaker 4: Let's do it.

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Speaker 7: But were ready, bro, the legendary trillog But be himself. Y'all,

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Speaker 7: Thank you brothers, Thank you brothers for having me.

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Speaker 1: I'm happy to be How you doing, everybody.

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Speaker 2: This is the first time I've.

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Speaker 1: Been to in a long time where it ain't like

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Speaker 1: ninety degrees, but instead it's like fifty degrees.

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Speaker 6: Yeah, they heard that there was some New York dudes

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Speaker 6: coming down. They said, let's adjust the time.

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Speaker 2: So you brought that. All right, that's what's up. That's

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Speaker 2: what's up now.

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Speaker 4: First and foremore. Thank you for brother appreciate it.

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Speaker 1: I'm blessed man happy to have this opportunity to speak

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Speaker 1: with y'all, to speak to these beautiful people here and

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Speaker 1: give up some game.

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Speaker 4: Let's do it. So let's jump right into it.

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Speaker 5: Obviously, this is south By Southwest Music Week, so we're

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Speaker 5: gonna be talking about a lot of things, but I

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Speaker 5: want to start with the musicse I noticed some entertainers

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Speaker 5: and some artists in here. How have you seen a

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Speaker 5: music game, especially in the South transition when you start?

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Speaker 5: I think you guys came out in nineteen eighty seven,

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Speaker 5: so that's crazy, that's like thirty five years.

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Speaker 4: Most artists don't last two years.

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Speaker 5: So how have you seen it transition over the course

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Speaker 5: of almost four decades.

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Speaker 1: Of hip hop, it's really been about how open you

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Speaker 1: are to change. The world is going to change, Life

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Speaker 1: is going to evolve, and most people try to hold

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Speaker 1: on to what's comfortable and what's common and what's normal

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Speaker 1: to them. But the reality is is at some point,

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Speaker 1: no matter what it is you love to do and

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Speaker 1: whatever it is that you want to be a part of,

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Speaker 1: there's going to be changes. Life is cyclic, and everything

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Speaker 1: inside of life is cyclic. So where you enter into

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Speaker 1: something is not necessarily where you're going to always be.

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Speaker 1: The company is going to evolve, the industry is going

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Speaker 1: to evolve. If you're a musician, the genre is going

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Speaker 1: to evolve and expand, and you have to be ready

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Speaker 1: to expand with it. I saw music go from literally

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Speaker 1: when I came in, it was cassette tapes in vinyl,

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Speaker 1: then it went to CDs, and then it went to

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Speaker 1: MP three's right. So there were many people in the

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Speaker 1: generation before me that weren't ready to evolve when I

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Speaker 1: came in the game.

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Speaker 2: There was also when social media and the Internet came in.

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Speaker 1: There were people from my generation who did not want

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Speaker 1: to evolve and change with the game, and now they're

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Speaker 1: behind at a point where I'm not sure if they're

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Speaker 1: going to be able to catch back up.

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Speaker 2: You know what I'm saying.

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Speaker 1: Even myself, I was a little late to getting into

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Speaker 1: social media and the Internet and really exploring those opportunities.

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Speaker 1: But I'm still way ahead of a lot of my contemporaries.

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Speaker 1: And you know, I have young people in my house,

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Speaker 1: I have young people in my circumference, and I listened

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Speaker 1: to them, I talk to them, and I find out, like,

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Speaker 1: you know, what is the new ways that y'all are

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Speaker 1: engaging in things?

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Speaker 2: Right?

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Speaker 1: Like, maybe I don't make the music that you listen to,

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Speaker 1: but how are y'all communicating with each other? What do

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Speaker 1: I have to dance to go viral on TikTok like?

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Speaker 1: And the reality as things change, you will not be

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Speaker 1: a complete and perfect fit in everything, But I do

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Speaker 1: believe you can always find a place in the culture.

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Speaker 1: A perfect example that I always use is my brother

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Speaker 1: k Slay case Lay came in as a graffiti artist,

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Speaker 1: moved into trying to be an MC, became a DJ,

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Speaker 1: and that's where he found his true calling.

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Speaker 2: And now he's been.

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Speaker 1: Able to build a substantial a group of followers, a

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Speaker 1: substantial business and consistent revenue stream by not being afraid

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Speaker 1: to go with the changes and being willing to make

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Speaker 1: changes and adapt in the moment. And for young people

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Speaker 1: like yourselves, because you got to be young. Because I'm

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Speaker 1: the oldest person here, so everybody here is young. Look,

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Speaker 1: take full advantage of everything you see. You have a

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Speaker 1: lot of platforms available to you as an artist.

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Speaker 2: Exploit all of them.

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Speaker 1: There has never been a better time for a content

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Speaker 1: creator than now. Never before has more power been available

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Speaker 1: to the artists than now. I advise everybody to take

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Speaker 1: advantage of it. I had an uber driver the other

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Speaker 1: day and he was like, Yo, I'm glad you're in

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Speaker 1: the car. Would love to play you some music because

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Speaker 1: I've been thinking about putting it out. I'm like, you

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Speaker 1: can play it for me, but it don't matter. I

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Speaker 1: can tell you I put it out. Whatever you got

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Speaker 1: in their phone, whatever it is you thinking, put all

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Speaker 1: that shit out because I may not like it, but

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Speaker 1: what they've got to do with that don't mean shit.

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Speaker 1: I've been wrong several times in life, especially with music.

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Speaker 1: I have no idea what everybody's going to like. I

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Speaker 1: know what I like, I know what the people that

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Speaker 1: have been supporting me up to this point, Like I

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Speaker 1: know what the changes we've been all living through, and

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Speaker 1: I try to put that into the music. But as

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Speaker 1: far as what's next, I have no idea what's next.

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Speaker 2: You know what I'm saying.

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Speaker 1: What's next is probably sitting in his room or standing upstairs,

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Speaker 1: you know what I'm saying. So don't let the people

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Speaker 1: that you look up to, that you think have good

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Speaker 1: musical tastes, don't let them stop you. If they don't

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Speaker 1: like what you're doing, they probably just got lucky in

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Speaker 1: the motherfucker, you know what I saying. Everybody that's here

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Speaker 1: did not get here by hard work and talent.

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Speaker 2: You know.

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Speaker 1: Some people got here because they was in the right

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Speaker 1: place at the right time. Some people got here because

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Speaker 1: of who they knew, you know what I'm saying. But

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Speaker 1: the reality is is that you have no idea whether

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Speaker 1: or not you're gonna get there. So throw all that

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Speaker 1: shit up against the wall, Throw everything you got up

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Speaker 1: against the wall, put everything you got out there for

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Speaker 1: the world to see, and then go home and make

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Speaker 1: some more. Put that shit out, you know what I'm saying,

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Speaker 1: Because even if you don't make it, at least you

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Speaker 1: can say you tried, and you should be able to

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Speaker 1: live with yourself, you know.

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Speaker 6: I mean when you're talking, I hear the humility, I

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Speaker 6: hear the modesty, and I hear the ability adapt. One

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Speaker 6: of the things that I've heard in a bunch of

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Speaker 6: interviews is your willingness to learn and surrounding people that

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Speaker 6: have more knowledge to you. Is that something that you've

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Speaker 6: always known that was the key to some of your successes.

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Speaker 6: Did you have to go through some experience and say,

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Speaker 6: all right, I learned the hall way enough, I gotta

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Speaker 6: choose this route.

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Speaker 1: I mean, it's a little bit of both, you know

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Speaker 1: what I'm saying. Behind every wise, man, is a trail

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Speaker 1: of pain, you know what I'm saying. So for me

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Speaker 1: to be able to talk to somebody and they be like, well,

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Speaker 1: this is what I think I want to do, and

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Speaker 1: I give them some advice, man, you know so much,

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Speaker 1: I was like, yeah, because I did that and I

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Speaker 1: fucked up and.

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Speaker 2: It didn't work.

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Speaker 1: So the reason I have all the right answers because

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Speaker 1: I tried all the wrong ways, you know what I'm saying.

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Speaker 1: So things that seem profound is really just based off

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Speaker 1: of me dropping the ball completely.

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Speaker 2: You know what, I'm saying a couple of years ago

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Speaker 2: or what have you.

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Speaker 1: But the reality is is that I've been able to persevere.

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Speaker 1: I've learned a lot of things, and it's important to

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Speaker 1: pass that information on. You know what I'm saying by token,

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Speaker 1: It's also important for me to still learn things right.

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Speaker 1: I didn't get this far by thinking I knew everything.

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Speaker 1: I got this far because I was willing to admit

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Speaker 1: I didn't know everything. It's very hard for people to

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Speaker 1: get in front of people they look up to and

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Speaker 1: admire or want to work with and collaborate with, and

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Speaker 1: tell them you don't know everything. You always want to

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Speaker 1: seem in a moment like you got all your shit

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Speaker 1: together right, fake it till you make it.

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Speaker 2: Don't let them that's a lie.

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Speaker 1: Don't follow that model, because you're going to end up

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Speaker 1: on the work site or in the workplace having said

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Speaker 1: you could do some shit and then you can't perform

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Speaker 1: and you can't come through, and now that's your reputation.

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Speaker 1: You know what I'm saying. So if you don't know,

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Speaker 1: tell somebody you don't know. If you want to know,

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Speaker 1: ask somebody. You would be surprised how many people would

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Speaker 1: love to pass this game on, but it probably a

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Speaker 1: lot of times people come up to them acting like

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Speaker 1: they know every goddamn thing right. When people someone comes

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Speaker 1: up to me as an artist and says, hey, man,

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Speaker 1: I want to play this song for you. Tell me

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Speaker 1: what you think. They don't really want me to tell

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Speaker 1: them what I think. They want me to reinforce what

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Speaker 1: they already believe. People ask for criticism all the time

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Speaker 1: and almost seldom really available to receive it, and that's

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Speaker 1: where it comes from. You got to be humble enough

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Speaker 1: to ask for criticism and then even more humble to

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Speaker 1: accept the criticism. So if you want to walk in

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Speaker 1: the room and act you know everything, that's cool, But

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Speaker 1: most people can spy the opposer a mile away. If

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Speaker 1: you get in the room and you're around people ask questions.

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Speaker 1: When people come up and try to act yeah, you know,

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Speaker 1: not doing my thing whatever, you cocky?

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Speaker 2: Okay, well you know everything? Good?

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Speaker 1: Well I don't need to tell you nothing. But the

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Speaker 1: people come up, hey man, I'm trying to do this,

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Speaker 1: and man, I never thought i'd see you in this place.

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Speaker 1: And if you could just give me some game or

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Speaker 1: some direction or something, I'll do my best to try

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Speaker 1: to do something for that person. I can't give everybody

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Speaker 1: my phone number, I can't give everybody my email. But

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Speaker 1: in that interaction, just the fact that you're showing me

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Speaker 1: that you're passionate about learning and advancing your craft. If

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Speaker 1: I can't help you in the moment, my assistant manager,

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Speaker 1: Eric is always with me. We always try to make

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Speaker 1: some kind of connection with people so we can at

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Speaker 1: least guide them in the right direction. You just got

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Speaker 1: to be willing to ask. Close mouth will never get fed.

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Speaker 4: So that's clap it up for that.

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Speaker 5: So let me ask you this because I feel like Troy,

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Speaker 5: we grew up on rap. Well we can't rap, but yeah,

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Speaker 5: what we did do was use a lot of things

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Speaker 5: that we saw and rap and use it to business

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Speaker 5: principles that we actually apply to this day, like even

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Speaker 5: no other platform. Was like going around doing networking. We

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Speaker 5: did like networking events all over the country. That was

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Speaker 5: like an in store signing. That's what I saw from it,

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Speaker 5: Like I saw a rockaway, I saw all of those

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Speaker 5: clothing lines. So that's like when we started our clothing,

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Speaker 5: Like you know, it's a good way to brand a

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Speaker 5: lot of different things that we did.

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Speaker 4: We modeled after music.

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Speaker 5: I say that to say you was on one of

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Speaker 5: the most legendary record labels of all time, one of

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Speaker 5: the most legendary CEOs of all time, Jay Prince, How.

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Speaker 4: Was that experience? What did you learn from J Prince?

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Speaker 5: And like, you know, you at the forefront of the

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Speaker 5: Texas movement, So like, how is that learning it from

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Speaker 5: the business side from one of the best business people

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Speaker 5: that ever did it.

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Speaker 1: It was for me just really sitting back and trying

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Speaker 1: to pay attention to everything that Jay Prince was doing

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Speaker 1: because it's Leo is so diversified right as far as

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Speaker 1: just normal real estate investments, stock market. I mean, I'm

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Speaker 1: wearing a hat now Prince Beef because I have a

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Speaker 1: new burger venture at tril Burger. So I went out

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Speaker 1: to the ranch yesterday like they had me over to

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Speaker 1: go look at the cows.

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Speaker 2: You know what I'm saying.

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Speaker 1: So for one from a brand and marketing aspect, Bunby

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Speaker 1: and Jay Prince getting together to you know, using bum

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Speaker 1: Bee making his burgers from J Prince Beef, that sounds good,

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Speaker 1: you know what I'm saying. That's encouraging and inspiring the people.

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Speaker 1: These are two people I look up to. They're working

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Speaker 1: together breaking bread that's a good thing. But then like

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Speaker 1: on the other side, like going out to a ranch

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Speaker 1: on an estate, like Jay Prince got creaks, he got ponds,

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Speaker 1: and he got a lake like I ain't never knew

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Speaker 1: nobody had their own lake.

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Speaker 2: Like it's really it's his lake.

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Speaker 1: Like you could drive for like five minutes and still

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Speaker 1: be on J Prince's property, you know what I'm saying.

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Speaker 1: And at first I looked at it like, Yo, this

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Speaker 1: is dope to have this house with all this land,

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Speaker 1: and that's nice from a real estate aspect. But then

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Speaker 1: the fact that he's able to also utilize the land,

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Speaker 1: Like I remember at one point J. Prince was making

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Speaker 1: like over seven hundred thousand dollars a year on Hey.

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Speaker 1: Y'all right, which is just a byproduct that you really

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Speaker 1: come up with just from having ranch land and farmland.

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Speaker 1: So you know, I always looked at getting in the

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Speaker 1: music industry as not the end game, but as the beginning,

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Speaker 1: because everybody I knew in the music industry that was

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Speaker 1: wealthy was did not become wealthy by making music. They

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Speaker 1: use their fame and their notoriety and the resources relationships

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Speaker 1: they built in the music industry to create strong business

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Speaker 1: relationships through sponsorship or what have you.

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Speaker 2: And then looking into.

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Speaker 1: Like we all start off with sponsorships, want money, Like

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Speaker 1: somebody wants to promote your product money.

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Speaker 2: Okay, that's cool.

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Speaker 1: But as we get older and smarter, we learned about,

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Speaker 1: you know, equities, like I don't want the cash now,

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Speaker 1: I need the long cash. Like I'm not really hurting

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Speaker 1: for money, So why would I try to nickel and

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Speaker 1: Domini's people out of some cash if I can put

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Speaker 1: myself in a position to do long term business with them.

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Speaker 1: And so that's the kind of thing that I'm looking

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Speaker 1: at with Jay Prince, like having you know, distribution relationships

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Speaker 1: for twenty five thirty years, you know, through music, having

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Speaker 1: distribution through his cattle and his ranch and his beef

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Speaker 1: for over fifteen years, being a rancher, they're raising horses, cattle, steers,

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Speaker 1: they're breeding all of these different things that they're doing.

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Speaker 1: Oh yeah, and he's also an absolute legend in the

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Speaker 1: music business. So for me, there is no limit. Whatever

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Speaker 1: business accuate, man, I learned in the music industry can

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Speaker 1: almost certainly be transformed, transferred, excuse me, into other industries.

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Speaker 1: You just got to find the right entry point that

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Speaker 1: makes sense and the shit that you already know that'll

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Speaker 1: work in this shit you're trying to do. And so

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Speaker 1: that's when I look at j Prince, I was like,

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Speaker 1: what did he learn about the music industry that showed

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Speaker 1: him he could get into boxing? What did he learn

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Speaker 1: about boxing that showed him he could get into beef?

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Speaker 2: You know?

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Speaker 1: And now he has a wine company, there's Loyalty Wines

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Speaker 1: that just seems like the hustle never ends. And I'm

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Speaker 1: still hungry, you know what I'm saying. And I'm twenty

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Speaker 1: years behind him. So if he's still hungry, I should

359
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Speaker 1: not get comfortable at all. I should be constantly looking

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Speaker 1: for new ways to diversify myself in my portfolio, no

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Speaker 1: matter what that looks like.

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Speaker 2: I mean, what you're.

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Speaker 6: Talking about is it's very rare, right, Like you have

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Speaker 6: somebody who's the CEO of a label and you're an

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Speaker 6: artist on a label, but there's more than just that

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Speaker 6: CEO artist's relationship. It feels like there's a a mentorship

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Speaker 6: or brotherhood. Is that something that you've applied I know

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Speaker 6: you had to a Trill Entertainment.

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Speaker 2: Is that something that you said, you know what?

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Speaker 6: I need to replicate that going forward because somebody paid

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Speaker 6: that to me already.

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Speaker 1: I didn't necessarily look at myself as going into the

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Speaker 1: music business based off of seeing j Prince and what

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Speaker 1: he had done. But once I made a decision to

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Speaker 1: go into the music business. And when I say the

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Speaker 1: music business, I'm not talking about making music putting music outside.

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Speaker 1: I'm talking about taking control of the business that I'm

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Speaker 1: in right, finding ways to take the music industry and

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Speaker 1: the companies out of my equation. How much of this

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Speaker 1: can we honestly do on our own? How much of

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Speaker 1: this record label do we really need? How much of

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Speaker 1: their promotion department do we need? How much of their

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Speaker 1: college radio.

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Speaker 2: Do we need?

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Speaker 1: How many of these things can we sufficiently and consistently

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Speaker 1: execute ourselves at a high level? And that's time when

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Speaker 1: Bobby realized we could do it all, you know what

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Speaker 1: I'm saying, And at that point, the only reason you're

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Speaker 1: signed to a record company is really for cap you know,

390
00:18:01,680 --> 00:18:03,679
Speaker 1: just to say that you signed a deal with somebody

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Speaker 1: and try to show out.

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Speaker 2: But that don't really mean you making no money. You

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Speaker 2: know what I'm saying.

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Speaker 1: I can almost guarantee you it's designed for you to

395
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Speaker 1: not make money, right, So I used the early years

396
00:18:14,440 --> 00:18:16,879
Speaker 1: where the music industry tried to take advantage of me.

397
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Speaker 1: I learned my lessons, I learned from my mistakes, and

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Speaker 1: I found a way to eventually buy myself back out

399
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Speaker 1: of that industry. Right basically, just you know, take care

400
00:18:28,040 --> 00:18:30,400
Speaker 1: of all the deals I had, all the contracts, fulfilled

401
00:18:30,440 --> 00:18:33,040
Speaker 1: every obligation that I had, and now it's all on me.

402
00:18:33,680 --> 00:18:35,960
Speaker 1: So whatever money that they may have beat me for

403
00:18:36,040 --> 00:18:38,720
Speaker 1: in the past, it's all on me now. So I'm

404
00:18:38,720 --> 00:18:40,600
Speaker 1: supposed to be able to go and get that money back,

405
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Speaker 1: if not more.

406
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Speaker 2: See the music industry.

407
00:18:43,280 --> 00:18:47,439
Speaker 1: Entertainment in general is designed to find you at your prime,

408
00:18:47,560 --> 00:18:51,479
Speaker 1: at your best moment, but also your most ignorant moment.

409
00:18:51,640 --> 00:18:54,119
Speaker 1: Right It's where you have the most passion and the

410
00:18:54,200 --> 00:18:58,160
Speaker 1: less education to bring you into that industry use up

411
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Speaker 1: all of the talent that you have inside of you,

412
00:19:01,080 --> 00:19:03,400
Speaker 1: so that by the time you figure out exactly how

413
00:19:03,400 --> 00:19:08,400
Speaker 1: the industry works, you're no longer a valid commodity. Basically,

414
00:19:08,440 --> 00:19:10,440
Speaker 1: by the time you figure out how to make some bread,

415
00:19:10,600 --> 00:19:12,800
Speaker 1: ain't no bread. Look, nobody really fucking we're not rocking

416
00:19:12,840 --> 00:19:15,440
Speaker 1: with you like that no more. You know what I'm saying.

417
00:19:15,480 --> 00:19:19,720
Speaker 1: So I urge all of you to really educate yourself,

418
00:19:20,320 --> 00:19:23,480
Speaker 1: not just about the music industry, but the music business.

419
00:19:23,800 --> 00:19:26,840
Speaker 1: There's a lot of very subtle nuances that exist in

420
00:19:26,920 --> 00:19:31,159
Speaker 1: that paperwork. You will typically get a paperwork that a

421
00:19:31,240 --> 00:19:34,200
Speaker 1: contract that will be about let's say, fifty two pages long.

422
00:19:34,280 --> 00:19:38,840
Speaker 1: You'll see five tabs, five yellow tabs on the side. Yeah,

423
00:19:38,880 --> 00:19:41,240
Speaker 1: and they'll say, you ask for this amount of money.

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00:19:41,400 --> 00:19:43,119
Speaker 1: This is where you give you that, We give you

425
00:19:43,119 --> 00:19:45,720
Speaker 1: that money initial here, this is where you ask for

426
00:19:45,760 --> 00:19:47,080
Speaker 1: this many videos.

427
00:19:47,359 --> 00:19:48,280
Speaker 2: Initial here, you.

428
00:19:48,200 --> 00:19:50,920
Speaker 1: Ask for this, this, and that right, but they never

429
00:19:51,000 --> 00:19:54,480
Speaker 1: show you what they get. So it's up to you

430
00:19:54,520 --> 00:19:57,640
Speaker 1: as an artist to know what is all on the table,

431
00:19:58,119 --> 00:20:00,280
Speaker 1: because it's not just really what you want because you

432
00:20:00,280 --> 00:20:02,960
Speaker 1: don't really know what it fully consists of. So until

433
00:20:03,000 --> 00:20:07,720
Speaker 1: you know exactly what's fully available for you as a business,

434
00:20:07,760 --> 00:20:10,159
Speaker 1: because you're not just an artist, you're a business too,

435
00:20:10,359 --> 00:20:12,280
Speaker 1: So you have to know not just what it takes

436
00:20:12,280 --> 00:20:15,560
Speaker 1: to produce a record and write a round and engineer

437
00:20:15,600 --> 00:20:17,639
Speaker 1: and get it mixed and mastered and all of that.

438
00:20:17,640 --> 00:20:20,920
Speaker 1: That's two percent. That's the easy word. Half of that

439
00:20:20,960 --> 00:20:23,480
Speaker 1: shit comes with the computer you buy. It's not really

440
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Speaker 1: difficult to do. You don't even have to be good

441
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Speaker 1: to make successful.

442
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Speaker 6: Me erness, what's up? You ever walk into a small

443
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444
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445
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446
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450
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451
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452
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Speaker 6: your vision forward. This episode is brought to you by

462
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Speaker 6: P and C Bank. A lot of people think podcasts

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469
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470
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471
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472
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473
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474
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Speaker 8: Behind EVERYVP Philip, thousands of people across America go to

475
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Speaker 8: work every day. People producing energy off shore, people turning

476
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477
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478
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480
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Speaker 8: of retail stations. They're part of almost three hundred thousand

481
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Speaker 8: jobs VP supports across the country. Learn more at VP

482
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Speaker 8: dot com slash investing in America.

483
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Speaker 1: Using But you do have to be smart to build

484
00:22:52,920 --> 00:22:57,280
Speaker 1: a successful business before you do the art, know the business.

485
00:22:57,640 --> 00:23:00,199
Speaker 4: Clap it up for that. A lot of Jimsey thing

486
00:23:00,200 --> 00:23:02,240
Speaker 4: you're saying is just point.

487
00:23:02,520 --> 00:23:04,919
Speaker 6: We're going pretty far in this without saying rest in

488
00:23:04,920 --> 00:23:07,160
Speaker 6: peace to PIMC. So this one time, this resting peace.

489
00:23:07,240 --> 00:23:11,200
Speaker 6: That's like, that's like why I understood rest and pressing

490
00:23:11,240 --> 00:23:12,280
Speaker 6: piece to the pip.

491
00:23:15,400 --> 00:23:16,680
Speaker 2: Already. That's what's up.

492
00:23:16,960 --> 00:23:17,600
Speaker 4: That's up.

493
00:23:18,000 --> 00:23:22,480
Speaker 5: So what you're saying, it's so crazy because United Masters,

494
00:23:22,480 --> 00:23:24,720
Speaker 5: our partners in the shots, United Masters independent.

495
00:23:24,760 --> 00:23:26,560
Speaker 4: That's the whole thing is to give artists independent.

496
00:23:26,960 --> 00:23:32,240
Speaker 5: And you know, you always see artists becoming independent, like

497
00:23:32,320 --> 00:23:34,240
Speaker 5: you said, like that at the end of their career,

498
00:23:34,480 --> 00:23:36,080
Speaker 5: but like you never see like an artist who was

499
00:23:36,160 --> 00:23:38,679
Speaker 5: like the hottest artist in the game at.

500
00:23:38,520 --> 00:23:40,480
Speaker 4: The peak of their career doing that.

501
00:23:40,840 --> 00:23:44,159
Speaker 5: And but one thing is like with the South, it

502
00:23:44,240 --> 00:23:47,280
Speaker 5: was always a certain level of independence like from master

503
00:23:47,400 --> 00:23:51,000
Speaker 5: p to rap a lot to cash money like slim Thug,

504
00:23:51,280 --> 00:23:54,760
Speaker 5: all those stuff, slipping slide, the whole, the whole thing.

505
00:23:54,840 --> 00:23:58,320
Speaker 4: So what was that vibe in the South in Texas?

506
00:23:58,400 --> 00:24:01,560
Speaker 5: Because Texas has its own culture to kind of go

507
00:24:01,600 --> 00:24:04,919
Speaker 5: against the grain and have that level of independence early

508
00:24:05,000 --> 00:24:05,840
Speaker 5: before it was trendy.

509
00:24:06,320 --> 00:24:09,040
Speaker 1: Well, I mean, we didn't really have an option, right,

510
00:24:09,119 --> 00:24:13,040
Speaker 1: we had to build a DIY platform for ourselves because

511
00:24:13,080 --> 00:24:16,520
Speaker 1: we were losing based on proximity. Most of the major

512
00:24:16,600 --> 00:24:21,200
Speaker 1: media outlets exist in California and New York. So let's

513
00:24:21,200 --> 00:24:25,399
Speaker 1: say let's say you're an r at Sony. Right, you

514
00:24:25,480 --> 00:24:28,680
Speaker 1: got three demos that come across your desk, Right, So

515
00:24:29,080 --> 00:24:31,320
Speaker 1: one is a guy, one is a guy from Brooklyn,

516
00:24:31,600 --> 00:24:33,560
Speaker 1: one is a guy from la and one is a

517
00:24:33,600 --> 00:24:34,480
Speaker 1: guy from Houston.

518
00:24:34,720 --> 00:24:34,960
Speaker 2: Right.

519
00:24:35,480 --> 00:24:38,040
Speaker 1: So first, obviously, if you're from New York, you're gonna

520
00:24:38,080 --> 00:24:41,840
Speaker 1: have more proximity and more understanding about the Brooklyn artists.

521
00:24:41,880 --> 00:24:44,919
Speaker 1: So you're gonna be more prone to sign that record

522
00:24:45,200 --> 00:24:47,960
Speaker 1: because you understand that artists and have a pretty good

523
00:24:47,960 --> 00:24:51,120
Speaker 1: idea of how that record's gonna be worked. Secondly, you're

524
00:24:51,119 --> 00:24:53,639
Speaker 1: gonna look at LA. Well, I don't really know a

525
00:24:53,680 --> 00:24:57,560
Speaker 1: lot about LA. But Sony has an LA office, right,

526
00:24:57,640 --> 00:24:58,960
Speaker 1: so we can get some.

527
00:24:58,920 --> 00:25:00,040
Speaker 2: People on that.

528
00:25:00,200 --> 00:25:02,919
Speaker 1: In any media outlet that we have here, there's an

529
00:25:03,040 --> 00:25:04,120
Speaker 1: LA office as well.

530
00:25:04,200 --> 00:25:05,520
Speaker 2: So what I don't understand.

531
00:25:05,800 --> 00:25:09,679
Speaker 1: I can call my LA counterparts within my corporation and

532
00:25:09,760 --> 00:25:12,200
Speaker 1: get the information I need to try to get this

533
00:25:12,320 --> 00:25:14,920
Speaker 1: artist out there so I can keep my job. Here's

534
00:25:14,960 --> 00:25:17,200
Speaker 1: where it comes in the problem with Houston. I don't

535
00:25:17,240 --> 00:25:20,760
Speaker 1: know shit about Houston. I don't know nobody in Houston,

536
00:25:21,080 --> 00:25:23,240
Speaker 1: and I wouldn't know where to start. They say this

537
00:25:23,320 --> 00:25:25,679
Speaker 1: record's got a lot of buzz. The dude seems like

538
00:25:25,720 --> 00:25:27,720
Speaker 1: a good guy, But I don't know what the fuck

539
00:25:27,760 --> 00:25:29,760
Speaker 1: to do with this, and I ain't trying to lose

540
00:25:29,800 --> 00:25:32,600
Speaker 1: my job trying to help some nigga from Houston get on.

541
00:25:33,040 --> 00:25:33,840
Speaker 2: What is he going to do?

542
00:25:33,920 --> 00:25:36,080
Speaker 1: Nine times out of ten, he's gonna sign the Brooklyn

543
00:25:36,160 --> 00:25:39,600
Speaker 1: artists because it's the easiest job for them to do.

544
00:25:40,080 --> 00:25:43,120
Speaker 1: People are not in the business of helping you. They're

545
00:25:43,160 --> 00:25:45,800
Speaker 1: in the business of doing the easiest fucking job they

546
00:25:45,840 --> 00:25:50,640
Speaker 1: can to keep their job. Soleast the less you look

547
00:25:50,800 --> 00:25:54,200
Speaker 1: like and come off as everything else that's happening, the

548
00:25:54,200 --> 00:25:57,320
Speaker 1: harder your journey is gonna be. That's basically what we

549
00:25:57,320 --> 00:26:00,480
Speaker 1: were dealing with in Houston. We realize that no one

550
00:26:00,520 --> 00:26:04,440
Speaker 1: at these companies really knew anything about our culture, about

551
00:26:04,520 --> 00:26:07,760
Speaker 1: us as an artist, about our local music scene anything.

552
00:26:08,240 --> 00:26:11,119
Speaker 1: They were only calling us because we were out selling

553
00:26:11,160 --> 00:26:14,840
Speaker 1: everybody locally and it had to you know, they had

554
00:26:14,880 --> 00:26:17,120
Speaker 1: to figure out what is all this shit that's going on.

555
00:26:17,400 --> 00:26:19,800
Speaker 1: The problem is when you end up signing an artists

556
00:26:19,800 --> 00:26:22,560
Speaker 1: and you don't really understand it, you're going to drop

557
00:26:22,600 --> 00:26:25,959
Speaker 1: the ball. Your company's gonna look bad and your artist's

558
00:26:25,960 --> 00:26:27,600
Speaker 1: going to look bad. Now, all they got to do

559
00:26:27,800 --> 00:26:30,160
Speaker 1: is really come down to Houston and do like they

560
00:26:30,200 --> 00:26:32,160
Speaker 1: do in New York. Find out who's got the air

561
00:26:32,280 --> 00:26:34,480
Speaker 1: to the street sign them as an an R. That's

562
00:26:34,520 --> 00:26:38,280
Speaker 1: how people like Sycamore become huge, you know, executives in

563
00:26:38,320 --> 00:26:41,159
Speaker 1: the music industry. But they just didn't do that. So

564
00:26:41,240 --> 00:26:43,399
Speaker 1: what were we left to do? Because we had a

565
00:26:43,520 --> 00:26:46,200
Speaker 1: dollar a dream and we weren't giving up. We start

566
00:26:46,359 --> 00:26:49,280
Speaker 1: educating ourselves, like what does a record what does a

567
00:26:49,320 --> 00:26:52,840
Speaker 1: major record company do when they're ready to sell the album? Well,

568
00:26:52,840 --> 00:26:55,560
Speaker 1: they got to sell it to a wholesaler, a distributor

569
00:26:55,720 --> 00:26:59,520
Speaker 1: or one stop. What shit where they at? You know

570
00:26:59,560 --> 00:27:01,960
Speaker 1: what I'm saying, They got any of them here? Yeah,

571
00:27:02,160 --> 00:27:03,920
Speaker 1: you know what I'm saying. We went and all the

572
00:27:04,000 --> 00:27:07,720
Speaker 1: local artists went to the local wholesaler distribution house. That

573
00:27:07,760 --> 00:27:11,879
Speaker 1: we built personal relationships. We walked our product in personally.

574
00:27:12,200 --> 00:27:14,320
Speaker 1: You know what I'm saying. These guys had our personal

575
00:27:14,359 --> 00:27:17,680
Speaker 1: phone number. Whatever store ordered a certain number, we would

576
00:27:17,720 --> 00:27:20,760
Speaker 1: go by. We'd leave pictures, take pay door in store,

577
00:27:21,000 --> 00:27:23,719
Speaker 1: all of that type of stuff. We ended up learning

578
00:27:23,760 --> 00:27:28,040
Speaker 1: the music business without the music industry's help. Once you

579
00:27:28,119 --> 00:27:30,879
Speaker 1: learn the music business and you find a way to

580
00:27:30,880 --> 00:27:34,560
Speaker 1: build a revenue stream outside of the system, why sign

581
00:27:34,640 --> 00:27:35,000
Speaker 1: with them?

582
00:27:35,600 --> 00:27:37,000
Speaker 2: What's the purpose? What's the point?

583
00:27:37,840 --> 00:27:44,880
Speaker 1: So in the initial instance of this, we were consistently undervalue, right,

584
00:27:45,240 --> 00:27:47,680
Speaker 1: So the price you put on us was very low.

585
00:27:48,200 --> 00:27:50,080
Speaker 1: So now if you want to do business with us,

586
00:27:50,080 --> 00:27:53,879
Speaker 1: we already got bred. You gotta overvalue this thing. You

587
00:27:53,920 --> 00:27:56,120
Speaker 1: gotta pay just for the right to do business, much

588
00:27:56,200 --> 00:27:59,000
Speaker 1: less to profit. We ain't even talking about you profiting.

589
00:27:59,400 --> 00:28:01,720
Speaker 1: You get to look like a competent corporation because you're

590
00:28:01,720 --> 00:28:02,639
Speaker 1: doing business with me.

591
00:28:02,960 --> 00:28:05,680
Speaker 2: The new wonder Kid in the game that figured.

592
00:28:05,359 --> 00:28:09,240
Speaker 1: It out, and so we realized that as long as

593
00:28:09,240 --> 00:28:13,560
Speaker 1: we valued ourselves, we could build a brand, we can

594
00:28:13,640 --> 00:28:16,560
Speaker 1: make a connection with people, and we could eventually get

595
00:28:16,640 --> 00:28:19,399
Speaker 1: to a place that we were comfortable with. Once you

596
00:28:19,440 --> 00:28:21,800
Speaker 1: realize you don't need a million people to make a

597
00:28:21,840 --> 00:28:24,199
Speaker 1: million dollars, you'll be a lot better off as an

598
00:28:24,280 --> 00:28:28,800
Speaker 1: artist because numbers in that sense, a cap like how

599
00:28:28,840 --> 00:28:31,760
Speaker 1: many records you sell is cap how much money did

600
00:28:31,800 --> 00:28:33,399
Speaker 1: you make off the records you sold.

601
00:28:34,200 --> 00:28:35,719
Speaker 2: That's what this shit is about.

602
00:28:36,280 --> 00:28:38,600
Speaker 1: So you can walk around with a platinum plaque and

603
00:28:38,640 --> 00:28:42,360
Speaker 1: hold your head up high because that is a major accomplishment,

604
00:28:43,040 --> 00:28:46,560
Speaker 1: but you can't eat off that motherfucker. There's no check

605
00:28:46,960 --> 00:28:48,720
Speaker 1: that comes with a platinum plaque if you don't do

606
00:28:48,760 --> 00:28:51,520
Speaker 1: your business right. So you got to decide if you

607
00:28:51,560 --> 00:28:53,880
Speaker 1: want to be famous or if you want to be rich,

608
00:28:53,920 --> 00:28:57,400
Speaker 1: because in the music industry and entertainment that is on

609
00:28:57,480 --> 00:29:01,600
Speaker 1: most levels, two totally different things. You don't know the

610
00:29:01,680 --> 00:29:04,520
Speaker 1: richest people in entertainment, but what you don't what you

611
00:29:04,800 --> 00:29:06,920
Speaker 1: simply don't you think you know because you've seen people

612
00:29:06,920 --> 00:29:07,320
Speaker 1: on TV.

613
00:29:07,520 --> 00:29:09,680
Speaker 2: They're nowhere near the richest people and entertainment.

614
00:29:09,720 --> 00:29:13,800
Speaker 1: Puffy Hole Russell maybe, but there's there's eight other people.

615
00:29:13,840 --> 00:29:15,680
Speaker 1: Like they never heard the clarience, they vonuntil they put

616
00:29:15,680 --> 00:29:19,400
Speaker 1: the movie on Netflix. Right, that man was here instrumental

617
00:29:19,400 --> 00:29:22,480
Speaker 1: behind the scenes for forty plus years. Like you don't

618
00:29:22,560 --> 00:29:25,400
Speaker 1: know the richest powerful people in entertainment, You don't.

619
00:29:25,440 --> 00:29:27,920
Speaker 2: You just don't. Who TV tells you is important.

620
00:29:27,880 --> 00:29:28,720
Speaker 4: And that's true.

621
00:29:28,760 --> 00:29:32,280
Speaker 5: That's true across every business and even in our space

622
00:29:32,320 --> 00:29:36,440
Speaker 5: as far as social media. Social media influencers are like

623
00:29:36,440 --> 00:29:38,400
Speaker 5: the new artists where they getting taken advantage of they're

624
00:29:38,400 --> 00:29:40,880
Speaker 5: not making money, but they got huge followers. They got millions,

625
00:29:41,000 --> 00:29:43,920
Speaker 5: five million, ten million TikTok followers. They haven't figured out

626
00:29:43,920 --> 00:29:47,560
Speaker 5: how to monetize their platform, so the people with the

627
00:29:47,760 --> 00:29:52,440
Speaker 5: influence can't monetize the people that have the money, they

628
00:29:52,440 --> 00:29:53,400
Speaker 5: don't have the influence.

629
00:29:53,600 --> 00:29:54,720
Speaker 4: So they work with each other.

630
00:29:55,160 --> 00:29:59,680
Speaker 5: So the corporation will pay an influencer a couple of

631
00:29:59,680 --> 00:30:02,600
Speaker 5: pennies and the influence is just happy to get a check.

632
00:30:03,360 --> 00:30:07,560
Speaker 5: But very few people have influence and money. Now, when

633
00:30:07,560 --> 00:30:10,120
Speaker 5: you have to influence and money, now that changes because

634
00:30:10,160 --> 00:30:12,680
Speaker 5: now you don't necessarily need the money. So it's like

635
00:30:12,720 --> 00:30:15,720
Speaker 5: if you're building your platform. Understand that there's a big

636
00:30:15,760 --> 00:30:19,480
Speaker 5: difference between making money and growing your followers. They can

637
00:30:19,520 --> 00:30:21,920
Speaker 5: be related or they cannot be related. If you don't

638
00:30:21,960 --> 00:30:24,240
Speaker 5: have a strategy in place that actually monetize that, you're

639
00:30:24,240 --> 00:30:26,960
Speaker 5: just going to be a million followers and no money

640
00:30:26,960 --> 00:30:28,560
Speaker 5: in your pocket. That's not a good feeling because now

641
00:30:28,560 --> 00:30:30,040
Speaker 5: they're going to see you, and they're going to see

642
00:30:30,040 --> 00:30:32,200
Speaker 5: you on the train like, yo, bro, you're just going.

643
00:30:32,160 --> 00:30:33,280
Speaker 4: Viral whatever what happened?

644
00:30:33,360 --> 00:30:33,680
Speaker 2: Yeah?

645
00:30:33,760 --> 00:30:35,479
Speaker 6: Yeah, I mean, just to add to your point too,

646
00:30:35,640 --> 00:30:37,960
Speaker 6: is like when you don't need it as leverage, right,

647
00:30:38,000 --> 00:30:40,280
Speaker 6: so you don't have to take the decision as an artist,

648
00:30:40,360 --> 00:30:42,240
Speaker 6: you don't have to sign the contract right now, I

649
00:30:42,280 --> 00:30:44,840
Speaker 6: don't need you, right, I'm making money on my own.

650
00:30:45,120 --> 00:30:47,920
Speaker 6: But I want to talk because you talked about growing

651
00:30:48,360 --> 00:30:50,680
Speaker 6: and working records, right, and so I want to talk

652
00:30:50,720 --> 00:30:53,080
Speaker 6: about two records. And probably the first one that I

653
00:30:53,120 --> 00:30:55,200
Speaker 6: guess we kind of got introduced to was Pocket Full

654
00:30:55,240 --> 00:30:58,040
Speaker 6: of Stones, right, So that's the first. But I think

655
00:30:58,080 --> 00:31:00,560
Speaker 6: the biggest record, especially in New York was Big Pimping,

656
00:31:01,120 --> 00:31:03,840
Speaker 6: And so can you talk about that experience between.

657
00:31:03,520 --> 00:31:04,520
Speaker 2: Those two timelines.

658
00:31:04,520 --> 00:31:07,040
Speaker 6: I'm guessing like maybe ninety four to almost ninety nine

659
00:31:07,080 --> 00:31:09,480
Speaker 6: where it's like you went from like, hey, we worked

660
00:31:09,480 --> 00:31:11,880
Speaker 6: this record and now world everybody in the world knows

661
00:31:11,880 --> 00:31:12,560
Speaker 6: of who we are.

662
00:31:12,960 --> 00:31:14,800
Speaker 2: Yeah, well, pocket full of Stones that was like a

663
00:31:14,880 --> 00:31:15,560
Speaker 2: labor of love.

664
00:31:15,720 --> 00:31:19,600
Speaker 1: Like we were really really passionate about breaking into the

665
00:31:19,680 --> 00:31:22,760
Speaker 1: music industry, and so we did everything we could just

666
00:31:22,800 --> 00:31:25,280
Speaker 1: to be seen and be heard in this space. And

667
00:31:25,320 --> 00:31:28,240
Speaker 1: so Pocket Full of Stones for us is our first

668
00:31:28,240 --> 00:31:32,240
Speaker 1: time realizing how to connect with the people that we're

669
00:31:32,280 --> 00:31:34,600
Speaker 1: trying to reach. Like, we made a song, we said

670
00:31:34,640 --> 00:31:37,240
Speaker 1: exactly what we wanted to say. We were trying to

671
00:31:37,280 --> 00:31:40,479
Speaker 1: reach a specific group of people with it, and they

672
00:31:40,800 --> 00:31:44,120
Speaker 1: we reached those people, they received it well, right, that

673
00:31:44,600 --> 00:31:46,280
Speaker 1: was it. We just wanted to put a record out

674
00:31:46,400 --> 00:31:48,520
Speaker 1: and see it. Motherfuckers that we wanted to like it

675
00:31:48,680 --> 00:31:51,360
Speaker 1: liked it, right, that was it. We never really thought

676
00:31:51,400 --> 00:31:54,760
Speaker 1: about making money, publishing royalties, none of that show. We

677
00:31:54,840 --> 00:31:56,880
Speaker 1: just put a record out. We just wanted to see

678
00:31:57,080 --> 00:32:00,640
Speaker 1: if we were any good. You know, we got older,

679
00:32:00,920 --> 00:32:03,960
Speaker 1: started signing deals and learning more about the music industry,

680
00:32:04,080 --> 00:32:06,360
Speaker 1: we realized we had no idea what we walked into.

681
00:32:06,960 --> 00:32:11,120
Speaker 1: So walking into a situation the way we did in

682
00:32:11,200 --> 00:32:13,920
Speaker 1: ninety two where Pocket Full of Stones is as green

683
00:32:14,000 --> 00:32:19,680
Speaker 1: as you could possibly enter entertainment. Luckily, we had, you

684
00:32:19,720 --> 00:32:23,080
Speaker 1: know a lot of good friends like Jay Prince, people

685
00:32:23,120 --> 00:32:25,080
Speaker 1: like E forty, you know, people who were, you know,

686
00:32:25,240 --> 00:32:29,040
Speaker 1: very strong independent owners, you know, give us a lot

687
00:32:29,080 --> 00:32:31,080
Speaker 1: of game about how to survive on a day to

688
00:32:31,200 --> 00:32:34,160
Speaker 1: day basis in the music industry, such as producing other

689
00:32:34,240 --> 00:32:38,600
Speaker 1: records for people, doing features, staying on the road consistently,

690
00:32:38,760 --> 00:32:41,560
Speaker 1: all that type of stuff. Right, So we were novices,

691
00:32:41,600 --> 00:32:45,479
Speaker 1: and we were really lucky that you know, one that

692
00:32:45,560 --> 00:32:47,880
Speaker 1: we just kind of skated by for the most part

693
00:32:47,920 --> 00:32:51,560
Speaker 1: on natural talent. But then two our record company ended

694
00:32:51,640 --> 00:32:54,480
Speaker 1: up putting that song, the remix of Pocket Full of

695
00:32:54,520 --> 00:32:59,360
Speaker 1: Stones on the Minister Society soundtrack, which forever changed how

696
00:32:59,440 --> 00:33:03,080
Speaker 1: movies sound tracks had done. Most people don't realize before

697
00:33:03,280 --> 00:33:06,880
Speaker 1: the era of Minister Society and Above the Realm and

698
00:33:06,920 --> 00:33:09,440
Speaker 1: all that type of stuff, most movie soundtracks were done

699
00:33:09,480 --> 00:33:12,600
Speaker 1: by one person. You know, one person would do the

700
00:33:12,760 --> 00:33:16,320
Speaker 1: entire movie soundtrack, d the whole album. Minister Society was

701
00:33:16,360 --> 00:33:20,240
Speaker 1: one of the first instances where a label took the charge.

702
00:33:20,280 --> 00:33:24,320
Speaker 1: Like the contract wasn't given to an artist for the soundtrack.

703
00:33:24,360 --> 00:33:27,080
Speaker 1: The contract was given to a label. So the label

704
00:33:27,200 --> 00:33:30,200
Speaker 1: used it as a marketing tool and promotional tool and

705
00:33:30,240 --> 00:33:32,800
Speaker 1: basically just put all their artists on that motherfucker.

706
00:33:33,040 --> 00:33:33,680
Speaker 2: You know what I'm saying.

707
00:33:33,920 --> 00:33:36,600
Speaker 1: But at the core of the movie, the message that

708
00:33:36,680 --> 00:33:38,920
Speaker 1: we were sending out and the world that we spoke

709
00:33:39,000 --> 00:33:42,160
Speaker 1: to was exactly the world that the movie took place in.

710
00:33:42,560 --> 00:33:45,680
Speaker 1: So our song, more than most songs on the soundtrack,

711
00:33:46,080 --> 00:33:49,880
Speaker 1: actually made sense with the movie as opposed to everything

712
00:33:49,920 --> 00:33:52,320
Speaker 1: else that was just put there so the record could

713
00:33:52,320 --> 00:33:55,880
Speaker 1: exploit the opportunity. Fast forward to Big Pimp, and now

714
00:33:55,920 --> 00:33:59,920
Speaker 1: we're older, now we're educated, we're more savvy, we're more nuance.

715
00:34:00,480 --> 00:34:03,760
Speaker 1: We have the biggest opportunity possible presented to us. We're

716
00:34:03,760 --> 00:34:07,520
Speaker 1: in a perfect position to take full advantage of the opportunity. Right,

717
00:34:07,720 --> 00:34:10,720
Speaker 1: make the highest more money we've ever made on a song,

718
00:34:11,120 --> 00:34:13,839
Speaker 1: put ourselves in front of more people than ever, ride

719
00:34:13,880 --> 00:34:16,800
Speaker 1: the energy momentum, one of the hottest artists in the world.

720
00:34:16,920 --> 00:34:17,120
Speaker 2: Right.

721
00:34:17,280 --> 00:34:21,920
Speaker 1: So not only not only are we presented with the opportunity, right,

722
00:34:21,960 --> 00:34:26,400
Speaker 1: we're able to accept the opportunity and capitalize off the opportunity. So,

723
00:34:26,600 --> 00:34:29,640
Speaker 1: once we were connected with such a huge hit record,

724
00:34:29,920 --> 00:34:33,799
Speaker 1: immediately shows your shows that your bookings go up, The

725
00:34:33,840 --> 00:34:35,359
Speaker 1: price for the bookings go up.

726
00:34:35,440 --> 00:34:37,760
Speaker 2: You know what I'm saying, The places you get booked

727
00:34:38,239 --> 00:34:38,680
Speaker 2: go up.

728
00:34:38,719 --> 00:34:41,359
Speaker 1: You go from playing regular nightclubs and maybe two three

729
00:34:41,400 --> 00:34:44,080
Speaker 1: thousand seedars to get and put on arena tours. Now

730
00:34:44,160 --> 00:34:47,719
Speaker 1: you're playing basketball stadiums things like that. Now, okay, now

731
00:34:47,719 --> 00:34:50,200
Speaker 1: we're playing with merch. Right, let's start trying to take

732
00:34:50,200 --> 00:34:52,480
Speaker 1: advantage of this merch because we're in front of more

733
00:34:52,480 --> 00:34:55,719
Speaker 1: and more people. The more prepared you are for the

734
00:34:55,800 --> 00:34:58,319
Speaker 1: opportunities in front of you, the more you can take

735
00:34:58,360 --> 00:35:02,080
Speaker 1: advantage of these oppts tunities. And you never know when

736
00:35:02,120 --> 00:35:03,960
Speaker 1: they're going to be in front of you, so you

737
00:35:04,040 --> 00:35:06,880
Speaker 1: got to stay ready at all times. But as the

738
00:35:06,960 --> 00:35:10,040
Speaker 1: saying goals, if you stay ready, you ain't got to

739
00:35:10,160 --> 00:35:11,239
Speaker 1: get ready.

740
00:35:11,960 --> 00:35:14,520
Speaker 5: That's the fact that reminds me of when Death Road

741
00:35:14,600 --> 00:35:15,840
Speaker 5: did Above the Rim soundtrack.

742
00:35:16,000 --> 00:35:18,000
Speaker 6: Yeah, yeah, I would saying a couple of soundtracks even

743
00:35:18,080 --> 00:35:21,960
Speaker 6: like the the Waiting extil where the Face Records had

744
00:35:22,000 --> 00:35:23,000
Speaker 6: everybody on it.

745
00:35:23,000 --> 00:35:25,400
Speaker 1: It became the practice, and it became an outlet for

746
00:35:25,480 --> 00:35:28,360
Speaker 1: labels to show Kate talent on the grand.

747
00:35:28,120 --> 00:35:30,040
Speaker 6: So I gotta give y'all credit to right, because I

748
00:35:30,080 --> 00:35:32,400
Speaker 6: remember watching the making of the video for Big Pimpin.

749
00:35:32,800 --> 00:35:34,680
Speaker 6: And ever since I saw that, I'm like, I have

750
00:35:34,719 --> 00:35:38,000
Speaker 6: to go to Carnival, so like shout out because that

751
00:35:38,160 --> 00:35:38,720
Speaker 6: was epic.

752
00:35:39,200 --> 00:35:41,680
Speaker 1: That was that was different as a boyfrom Texas going

753
00:35:41,719 --> 00:35:45,600
Speaker 1: to the Caribbean to Carnival was an eye opening. It

754
00:35:45,680 --> 00:35:48,759
Speaker 1: was I could have messed. It was Marty Graw but

755
00:35:48,920 --> 00:35:53,799
Speaker 1: with way less clothing. Let me ask you this before

756
00:35:53,840 --> 00:35:54,240
Speaker 1: we wrap.

757
00:35:55,280 --> 00:35:58,520
Speaker 5: You're professor at Rice University taught an interesting class hip

758
00:35:58,560 --> 00:35:59,680
Speaker 5: hop and religion.

759
00:36:00,080 --> 00:36:03,799
Speaker 1: Who that Yeah, without going too deep into it because

760
00:36:03,800 --> 00:36:08,560
Speaker 1: we'd be here for a whole other hour. Throughout the

761
00:36:08,560 --> 00:36:12,080
Speaker 1: course of black history in America, from you know, post

762
00:36:12,160 --> 00:36:16,279
Speaker 1: slavery to modern times, music and religion has always been

763
00:36:16,320 --> 00:36:20,480
Speaker 1: the way that people of color have communed, gathered shared information,

764
00:36:20,600 --> 00:36:24,120
Speaker 1: and engage with each other. Once black people were no

765
00:36:24,200 --> 00:36:28,680
Speaker 1: longer enslaved, they still weren't dealing with Jim Crow and

766
00:36:28,680 --> 00:36:31,200
Speaker 1: they couldn't they couldn't be educated. There were so many things,

767
00:36:31,239 --> 00:36:33,439
Speaker 1: So if you were black and you wanted to know things,

768
00:36:33,440 --> 00:36:36,680
Speaker 1: you had to go to church. The pastor was often

769
00:36:36,719 --> 00:36:40,000
Speaker 1: the most well read, had the deepest library, and was

770
00:36:40,040 --> 00:36:44,440
Speaker 1: privy to the most information. So for black people if

771
00:36:44,480 --> 00:36:47,080
Speaker 1: you wanted to know what was going on with black people,

772
00:36:47,400 --> 00:36:50,480
Speaker 1: you went to church and got your information. Well, in

773
00:36:50,560 --> 00:36:54,080
Speaker 1: present day times, for many people in black society, they

774
00:36:54,120 --> 00:36:57,359
Speaker 1: still go to church for information, and even if they

775
00:36:57,360 --> 00:37:01,400
Speaker 1: don't get there a CNN level of information, they still

776
00:37:01,400 --> 00:37:04,080
Speaker 1: get what they feel they need in order to get

777
00:37:04,120 --> 00:37:07,279
Speaker 1: through life. So Grandma go to church every day, not

778
00:37:07,400 --> 00:37:09,799
Speaker 1: to figure out what's going on in the Ukraine, but

779
00:37:09,840 --> 00:37:12,200
Speaker 1: to make sure that you know, to reinforce the idea

780
00:37:12,280 --> 00:37:14,680
Speaker 1: that you worships the true and live in God, and

781
00:37:14,680 --> 00:37:16,920
Speaker 1: that if I obey the rules of God, and these

782
00:37:16,960 --> 00:37:19,560
Speaker 1: blessings will hand and will go down through my family

783
00:37:19,600 --> 00:37:23,640
Speaker 1: and it will all kind of peter down. But the

784
00:37:23,719 --> 00:37:27,359
Speaker 1: reality is is that it's not a perfect world that

785
00:37:27,400 --> 00:37:30,280
Speaker 1: we live in, you know what I'm saying, And sooner

786
00:37:30,360 --> 00:37:33,560
Speaker 1: or later we're gonna have to put everything that we

787
00:37:33,600 --> 00:37:35,840
Speaker 1: want on the line to get where we're trying to go.

788
00:37:37,000 --> 00:37:42,960
Speaker 1: And the entertainment industry is going to try its best

789
00:37:43,280 --> 00:37:47,040
Speaker 1: to get you to bear your soul for profit, but

790
00:37:47,080 --> 00:37:50,680
Speaker 1: then also to manipulate you. As soon as they find

791
00:37:50,719 --> 00:37:53,120
Speaker 1: out what you love, they're going to try to saturate

792
00:37:53,200 --> 00:37:55,759
Speaker 1: you with that and make sure you have an abundance

793
00:37:55,800 --> 00:37:59,560
Speaker 1: of it, so that you're always sedated and numb to

794
00:37:59,600 --> 00:38:03,600
Speaker 1: everything else that's going on. I encourage every young person

795
00:38:03,640 --> 00:38:07,600
Speaker 1: in here to buck the fucking system. The only way

796
00:38:07,680 --> 00:38:11,759
Speaker 1: this gets better for any of you is collectively through

797
00:38:11,880 --> 00:38:15,279
Speaker 1: all of you. The only way we've gotten this far

798
00:38:15,360 --> 00:38:19,360
Speaker 1: and entertainment and as a culture is because we stayed

799
00:38:19,480 --> 00:38:24,239
Speaker 1: unified and we kept a strong message. Hip hop like

800
00:38:24,360 --> 00:38:27,440
Speaker 1: religions where many of our young people go to and

801
00:38:27,480 --> 00:38:31,320
Speaker 1: get their information, it's the space in which they commune

802
00:38:31,440 --> 00:38:34,839
Speaker 1: and gather and learn and live with each other. And

803
00:38:34,920 --> 00:38:37,759
Speaker 1: for some people who have grown up in households or

804
00:38:37,880 --> 00:38:42,000
Speaker 1: environments and where they've had compromises in the worship process,

805
00:38:42,280 --> 00:38:45,200
Speaker 1: maybe they start a preacher somewhere messing with a boy

806
00:38:45,360 --> 00:38:47,920
Speaker 1: or a girl somewhere, but he's not supposed to are

807
00:38:48,000 --> 00:38:50,799
Speaker 1: driving around in a car that's really too nice for him,

808
00:38:51,040 --> 00:38:53,640
Speaker 1: with a ring that's really too shiny for them, And

809
00:38:53,719 --> 00:38:57,399
Speaker 1: maybe they just don't get what they need from organized

810
00:38:57,960 --> 00:38:59,279
Speaker 1: religious practices.

811
00:39:00,200 --> 00:39:03,200
Speaker 2: So for some people, hip hop does that for them.

812
00:39:03,680 --> 00:39:06,680
Speaker 1: The people they meet, the places they go, the things

813
00:39:06,719 --> 00:39:10,680
Speaker 1: they see, the activities they participate in through hip hop

814
00:39:10,719 --> 00:39:14,279
Speaker 1: culture helps them to actually contribute to society and be

815
00:39:14,400 --> 00:39:18,359
Speaker 1: a better person. And so we talk about the parallels

816
00:39:18,400 --> 00:39:21,919
Speaker 1: about what religion gives us, what hip hop gives us,

817
00:39:22,120 --> 00:39:25,400
Speaker 1: where religion guides us, where hip hop guides us. And

818
00:39:25,440 --> 00:39:29,919
Speaker 1: the notion is that religion is really supposed to help

819
00:39:29,960 --> 00:39:33,000
Speaker 1: you answer the big questions in life. Who are we?

820
00:39:33,160 --> 00:39:35,239
Speaker 1: Why we hear? You know what I'm saying? Does this

821
00:39:35,360 --> 00:39:39,080
Speaker 1: life even make sense? And for some people, if they're Catholic,

822
00:39:39,120 --> 00:39:42,040
Speaker 1: they just they don't trust the church, right, you know.

823
00:39:42,320 --> 00:39:45,160
Speaker 1: And if they're Baptists, they see the prosperity preachers, they

824
00:39:45,160 --> 00:39:47,400
Speaker 1: don't trust the church, right, you know what I'm saying.

825
00:39:47,400 --> 00:39:50,360
Speaker 1: But you'd be surprised how much faith people give to

826
00:39:50,400 --> 00:39:51,040
Speaker 1: their DJ.

827
00:39:53,960 --> 00:39:54,640
Speaker 2: You know what I'm saying.

828
00:39:54,680 --> 00:39:57,360
Speaker 1: Like when you go to a hip hop concert for

829
00:39:58,160 --> 00:40:00,160
Speaker 1: I don't know, just throw a name out there, say

830
00:40:00,160 --> 00:40:03,000
Speaker 1: a little Baby right when we're all.

831
00:40:02,840 --> 00:40:03,480
Speaker 2: In that space.

832
00:40:03,560 --> 00:40:05,360
Speaker 1: If we don't know nothing else about each other, we

833
00:40:05,400 --> 00:40:09,239
Speaker 1: know we all love little Baby, right, so we can

834
00:40:09,320 --> 00:40:11,600
Speaker 1: build on that. You'll be next to somebody at a

835
00:40:11,640 --> 00:40:13,480
Speaker 1: concert and you know it'd be like, Yo, this is

836
00:40:13,480 --> 00:40:15,279
Speaker 1: my shit right here, word that's my shit, And then

837
00:40:15,360 --> 00:40:17,520
Speaker 1: y'all both turn up right there and and maybe one

838
00:40:17,560 --> 00:40:19,960
Speaker 1: person pulls out some weed and pass around, you know

839
00:40:20,000 --> 00:40:21,600
Speaker 1: what I'm saying, And next thing, you know, you got

840
00:40:21,600 --> 00:40:24,399
Speaker 1: a friend. Y're all finna go to the bar. Y'all

841
00:40:24,440 --> 00:40:26,560
Speaker 1: want something, you know what I'm saying. That kind of

842
00:40:26,560 --> 00:40:29,440
Speaker 1: a thing hip hop did that. Hip hop brought you

843
00:40:29,560 --> 00:40:31,880
Speaker 1: to that space. Hip Hop encourage you to be open

844
00:40:31,920 --> 00:40:35,600
Speaker 1: to other people, to recognize like minded individuals and not

845
00:40:35,680 --> 00:40:39,760
Speaker 1: be afraid to communicate. That's helping you be a better person.

846
00:40:39,760 --> 00:40:43,959
Speaker 1: That's contributed to society. And for some people, religion never

847
00:40:44,040 --> 00:40:48,400
Speaker 1: did and could never do that in their eyes. And

848
00:40:48,480 --> 00:40:50,400
Speaker 1: so that's what we just talk about as the parallels

849
00:40:50,440 --> 00:40:53,800
Speaker 1: between the two, how they walk, how they walk together,

850
00:40:54,600 --> 00:40:57,520
Speaker 1: how they walk in SINC, and how they walk even

851
00:40:57,560 --> 00:40:59,960
Speaker 1: when not together or in SINC in the same time

852
00:41:00,000 --> 00:41:01,640
Speaker 1: direction towards the same goals.

853
00:41:01,719 --> 00:41:03,839
Speaker 2: Man, I wish we would have had that class, right,

854
00:41:04,040 --> 00:41:05,960
Speaker 2: I mean, look, having this kind of don't they feel

855
00:41:05,960 --> 00:41:09,399
Speaker 2: like church? Right? Don't this conversation feel like church? Y'all

856
00:41:09,400 --> 00:41:13,720
Speaker 2: are in the pews right now, somebody passed the plate. Shit, That's.

857
00:41:15,360 --> 00:41:17,359
Speaker 6: That's the type of class were not missing at all.

858
00:41:17,719 --> 00:41:20,600
Speaker 6: That I mean extremely profound. One of the things that

859
00:41:20,640 --> 00:41:22,839
Speaker 6: you've said recently and I thought this was like one

860
00:41:22,880 --> 00:41:25,359
Speaker 6: of the most profound things I've ever heard, is that

861
00:41:25,440 --> 00:41:28,279
Speaker 6: it's tough to enjoy money when people know you have it.

862
00:41:29,600 --> 00:41:31,640
Speaker 2: And I was like, Oh, that's a fuck. Can you

863
00:41:31,719 --> 00:41:35,319
Speaker 2: expand on that? Yeah, it's about being low key. Right.

864
00:41:35,320 --> 00:41:37,399
Speaker 1: If somebody know you got five dollars and they need

865
00:41:37,440 --> 00:41:40,680
Speaker 1: five dollars, they're gonna ask you for five dollars. Most

866
00:41:40,680 --> 00:41:43,440
Speaker 1: of us have been in the room with multi millionaires

867
00:41:43,480 --> 00:41:47,680
Speaker 1: and had no idea because they didn't have the signs

868
00:41:47,880 --> 00:41:50,600
Speaker 1: of what money looks like. We didn't see the belt,

869
00:41:50,800 --> 00:41:53,080
Speaker 1: we didn't see the shoes, we didn't see the chain

870
00:41:53,239 --> 00:41:55,759
Speaker 1: or the necklace, right, So we just assumed they were

871
00:41:55,840 --> 00:41:57,200
Speaker 1: just average nine to five us.

872
00:41:57,680 --> 00:41:58,720
Speaker 2: But you're never gonna see.

873
00:41:58,560 --> 00:42:01,359
Speaker 1: Bill Gates with a Gucci bel you never gonna see

874
00:42:01,400 --> 00:42:04,960
Speaker 1: Warren Buffett with a piece of chain on, right, because

875
00:42:05,000 --> 00:42:09,279
Speaker 1: they're not about showing money. They're about making money. The

876
00:42:09,280 --> 00:42:11,319
Speaker 1: more money you make when you have a really good

877
00:42:11,360 --> 00:42:15,839
Speaker 1: system of making money and bringing money in, unless you're

878
00:42:15,880 --> 00:42:18,279
Speaker 1: just a show off, you are going out of your

879
00:42:18,320 --> 00:42:21,160
Speaker 1: way to keep as much of that money as possible.

880
00:42:22,520 --> 00:42:24,400
Speaker 1: If you got a good thing, the only way to

881
00:42:24,520 --> 00:42:27,200
Speaker 1: keep a good thing is to be quiet about a

882
00:42:27,239 --> 00:42:31,160
Speaker 1: good thing. If you keep telling everybody you got a

883
00:42:31,239 --> 00:42:33,879
Speaker 1: bad woman and she's all this and all that, they're

884
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885
00:42:38,040 --> 00:42:40,760
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886
00:42:40,880 --> 00:42:42,920
Speaker 1: and take care of you, and take care they are

887
00:42:42,960 --> 00:42:44,719
Speaker 1: going to go after your man.

888
00:42:45,840 --> 00:42:47,600
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889
00:42:49,600 --> 00:42:52,520
Speaker 5: There you have it made the church say amen, give

890
00:42:52,560 --> 00:42:55,080
Speaker 5: it up for the legend. Bud bete, ladies and gentlemen.

891
00:42:55,080 --> 00:43:02,919
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892
00:43:03,040 --> 00:43:08,960
Speaker 3: drop bag drop my drop, bad drop drop.

893
00:43:18,520 --> 00:43:22,400
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