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On Feb. 13, 2009, the mixtape archetype shifted.
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Aligned with Lil Wayne, the then-unsigned Drake, who'd spent the few years afore absolution buzzy mixtapes (rapping over hits), unleashed his about absolutely aboriginal mixtape "So Far Gone." He did so on his website, October's Actual Own, which bound went into bandwidth overdrive. Reportedly, to date, there accept been millions of downloads.
Drake -- whose platinum debut, "Thank Me Later" (Young Money/Cash Money/Universal Republic), angled aloft the Billboard 200 the afterward year (July 3, 2010) -- had redefined the mixtape archetypal for the agenda era. (He appear three chargeless songs through October's Actual Own as afresh as aftermost week, with additional anthology "Take Care" due Oct. 24.) Far from its boyish iteration, the mixtape-a accumulation of music about broadcast alfresco of characterization purview-had acquired from a bald affectation of DJ abilities to a promotional apparatus arranged with absolute freestyles to an absolute album-before-the-album, one that could spawn chart-topping singles like "Best I Ever Had," after labels at the helm.
In hip-hop today, free, aboriginal mixtapes accept become standard. They're offered on websites like DatPiff.com and LiveMixtapes.com, which accept asleep CD-peddling bootleggers from burghal artery corners. DJs -- like Doo Wop and DJ Clue -- who already shouted over advance on accepted tapes like '95 Alive and Springtime Stickup, accept been about absolutely baddest from the equation. And area MCs already hijacked beats from others to serve as the sonic batt for their release, mixtapes accept become a aesthetic adjustment of the fittest. Rappers who alone bathe mixtapes can no best show-and-prove through lyrics alone-original exhausted selection, artwork and all-embracing ability actuate worthiness.
The aboriginal mixtape access has additionally beyond cast lines. Artists in the R&B branch accept additionally adopted the format, best afresh The Weeknd and The-Dream with "Thursday" and "1977," presented as a "free album." Pop singers accept alike dabbled in mixtape releases. JoJo, whose characterization disputes accept been fabricated accessible over the accomplished few years, alone her admission mixtape "Can't Take That Abroad From Me" in September 2010, while ball diva La Roux teamed with Above Lazer for May 2010's "Lazerproof," a accumulating of artist-approved aboriginal remixes.
"The bold favors bodies that can aftermath affection music and again about-face appropriate about and aftermath added affection music-which is not a given," Atlantic Annal VP of A&R Zvi Edelman says. His signee, Wiz Khalifa, leveraged free, aboriginal mixtapes like 2010's "Kush & OJ" and 2011's "Cabin Fever" into the architecture of a committed fan abject that helped, forth with an accelerated touring strategy, accomplish his Atlantic/Rostrum Annal debut, "Rolling Papers," one of the few hip-hop debuts to advertise added than 500,000 copies (it's now at 570,000, according to Nielsen SoundScan) in 2011.
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A accumulation of newcomers -- such as J. Cole, Big Sean, Dom Kennedy, Mac Miller and Smoke DZA -- has acclimatized to the customer appeal for free, aboriginal rap music. The aesthetics is generally declared this way: As a accolade for artists actual loyal to them (by giving abroad aboriginal music), admirers acknowledgment the favor by affairs concert tickets, commodity and "real" albums from almanac labels. The aftereffect is a banter accord that keeps rappers in ascendancy of their cast and marketing, and iTunes playlists abounding of chargeless albums bearded as "mixtapes." The adjustment is an alive fan base, which labels and administration achievement stimulates retail purchases.
"Active consumers will abutment [you] and go out and buy your album, buy your concert tickets and your merch. The acquiescent customer will download it for free, allocution about it and that's it," says Al Branch, GM of Hip-Hop Back 1978, which manages Drake, Nicki Minaj and others. "The alive customer is actual reactionary, and you can get that customer to acknowledge absolutely quickly."
What absolutely distinguishes an anthology from a mixtape? "These days, mixtapes are absolutely albums," Rostrum Annal founder/president Benjy Grinberg says. "The difference, is that you don't accomplish any absolute money off of it. But the allowances of architecture the acceptability of the artists are appealing amazing."
From abounding artists' standpoint, the abandon of creating an aboriginal mixtape is limitless. Big K.R.I.T., who was appointed to absolution flat admission "Live From the Underground" (Def Jam) on Sept. 27 (it's now due aboriginal 2012), congenital his career with chargeless mixtapes including "K.R.I.T. Wuz Here" (2010), "Return of 4eva" and "Last King 2 (God's Machine)," the closing two appear this year. All of the self-produced tapes apply samples and audioclips from films-two above hoops to jump through, as far as clearances, with a retail release.
"When you're talking about an album, some samples you can't clear. And it causes you to get added creative," the Meridian, Miss.-born K.R.I.T. (real name: Justin Scott) says, acquainted additionally the pleasures of alive aural the arrangement "Drawing abysmal in myself and advancing up with agreeable and accountable matter-and as far as autograph lyrics, absolutely demography out added time to allotment calm a story, authoritative hooks added melodic. It's a growing experience."
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Some accustomed acts angular on mixtapes as business accoutrement for awaiting retail albums. Lil Wayne is an example. He alone chargeless "Sorry 4 the Wait" through WeezyThanxYou.com six weeks afore "Tha Carter IV" as an acknowledgment for the latter's delay. Wale, whose additional set "Ambition" (Maybach Music Group/Warner Music Group) is appointed for absolution Nov. 1, offered his best contempo mixtape, "11-1-11," through Hulkshare.com, a file-sharing armpit that anon askance beneath the weight of announcement the articulation to his million-plus Twitter followers. The tactic of abolition servers by absolution tapes on low-capacity sites-a growing trend amid artists like J. Cole and the Weeknd-appears to alone access up demand.
"It's like a amaranthine commercial," Wale says. He estimates that 1.2 actor bodies downloaded 11-1-11 in the aboriginal three days-a accomplishment boastful in characterization columnist releases, and retweeted all over. But he's astute about the balance effects. "I'm absolutely not activity to get 1.2 actor anthology sales in the aboriginal week. That's aloof the absoluteness of it," he says. "I aloof achievement that the majority of the bodies who adulation the mixtape go out and abutment 'Ambition.'"
Even on abate scales, the archetypal can shine. New Orleans' Curren$y appear his third flat album, "Pilot Talk" (Roc-a-Fella/DD172/Def Jam) in 2010, alienated the sample approval issues of his mixtapes by employing alive chart and assembly from Ski Beatz. The now Warner Bros. Annal signee activated online mediums like Ustream and Twitter to body a accord with admirers and bear chargeless mixtapes such as 2008's "Fast Times at Ridgemont Fly" and 2009's "How High with Wiz Khalifa," allowance the non-mixtape "Pilot Talk" advertise 52,000 copies, according to Nielsen SoundScan.
McKenzie Eddy, a singer/songwriter and admiral of BluRoc Annal who handled A&R for Curren$y's anthology and its aftereffect ("Pilot Allocution II"), says, "Free annal and affairs records-it's all about accepting article to drive the architecture of your brand. Giving abroad albums is appropriately as important as affairs them."
Some above labels accept amorphous to embrace the architecture by repackaging the giveaways as retail EPs. Universal and Young Money/Cash Money pared bottomward "So Far Gone" to a seven-track EP with two new cuts. It was appear in September 2009 and has awash 608,000 units, according to SoundScan. Aftermost year, Def Jam monetized its aboriginal mixtape with Fabolous' "There Is No Competition 2: The Grieving Music EP," an adjustment of its chargeless companion.
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Def Jam chief VP of A&R Sha Money XL, says that above labels' adapted attitude against mixtapes isn't alone abiding in compensatory motives, but additionally in the emphasizing of talent-to body careers with longevity. "We're accomplishing this because rappers appetite their aesthetic abilities to be displayed," he says. As admiral of G-Unit Records, Sha helped 50 Cent ability his career through steal-your-hit-style mixtapes in the aboriginal '00s. And Sha active Big K.R.I.T. to Def Jam. "You can rap over addition else's beats, but it's not as impactful as giving them a song you created."
The mixtape anarchy began as a presentation of turntable abilities by such DJs as Lovebug Starski, DJ Hollywood, Brucie B and Kid Capri. By the mid-'90s, it became the action of the arch Rolodex, with turntablists like DJ Clue and Funkmaster Flex applique exclusives for their own artery and retail releases.
But about the about-face of the millennium, artists had amorphous to digest the mixtape model. Instead of alms new advance and freestyles for DJ-administered mixtapes, abounding groups like G-Unit and Dipset strategized on how they could use the archetypal as a feature promotional agent for flat albums. DJs were elbowed into accessory roles, and became accepted added for facilitating underground administration to bootleggers and bend stores.
Flex, a DJ at WQHT (Hot 97) New York and host of MTV's Funk Flex Abounding Throttle who appear four gold-certified retail mixtapes amid 1995 and 2000, put his career as a mixtape DJ on ice back he noticed the shift. "The artisan started to appetite bigger control," says Flex, who has refocused his non-Hot 97 energies on his InFlexWeTrust.com. "Some DJs were alone as big as the exclusives they got."
Mixtape ability accomplished analytical accumulation in January 2007 back DJ Drama, one of the few DJs to persevere with his Gangsta Grillz brand, was arrested forth with DJ Don Cannon and 17 others in a badge arrest on their Aphilliates Music Group address in Atlanta-a allotment of the RIAA's adventure to put an end to mixtape profiteering. "A lot of us, including myself, had to acquisition added avenues," DJ Drama says. "After that raid, it got a little alarming and nerve-racking." He has back alone mixtapes as a acquirement stream, instead absolution them for chargeless in a tastemaker role.
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Indeed, for artists who accept complete careers on a mixtape foundation, signing with a above may not consistently be the end-goal. Acts like Odd Future and Tech N9ne accept sidestepped above labels, absolution albums on their own imprints and distributing through companies like RED or Fontana. "You don't accept to put out a bartering anthology to body your fan base," Grinberg says. "You could accept an artisan who's on a above and an artisan who doesn't accept a characterization or a manager-they can both get a mixtape out there and compete. It absolutely levels the arena field."
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