It seems like for the past decade in this digital era we all call our society, millenials have been more prone to pursue a music career as opposed to the settled 9-5. These musically driven individuals typically start by meeting up with a local producer. And if they don’t know any, they purchase their own subpar equipment and take matters into their own hands. After turning their drafted songs into a ready-to-drop record, the first thing they do is send their entire contact list the SoundCloud link, in hopes of their music going viral. Now on the flip side, it seems that social media users have taken their reaction to the new generation of ‘SoundCloud Artists’ to a new level by trending, #FuckYoMixtape.
This traces back to ‘Black Twitter’, where amongst other topics, users are constantly advocating for other minorities to #SupportBlackBusinesses. Millennials pursuing a career in the music industry, tend to label their personal journey of self branding as an artist through social media, as a black business. Some artists who are known for taking this route and successfully achieving it are Kehlani (21), G-Eazy (27), Post Malone, (21) Kodak Black (19) and more. Becoming discovered from their records going viral and sharing their personal records freely for their supporters, music enthusiasts and blog submissions.
Kehlani’s debut R&B mixtape released via SoundCloud in 2013, ‘Cloud 19’ produced by Jahaan Sweet, her executive musical director.
Now who’s to say that the people listening to this underground music are not entitled to voice their distaste about the music & it being thrown at them? But are they jumping the gun over the fact that it’s either too cliche, mediocre or they just don’t need it to be forced down their throats? Great entertainers like Jay-Z, Kanye West, Beyonce, Toni Braxton, J-Lo, Lady Gaga and more, did not get to where they are now, overnight. It took years having to meet with tons of producers, sharing their music to strangers and a lot of similar directions that these millennials are taking. Dismissing this new generation of ‘internet artists’ seems to be the new trend.
Social media users are too caught up on the fact that, becoming a rapper or an all around musician has become the cliche profession to pursue, instead of settling with what they believe to be the definition of conformity. Not saying that every internet artist is mediocre, but in every bunch, there’s a diamond in the rough. Even if these artists comes off as some degree of mediocracy, listeners should be more open to giving them a chance, the same way we advocate for all minority businesses. The future is now, and these artists are only striving to be the face of the music industry for years to come.