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Hip Hop Beats Online New Ideas In Music
Selling on the web has become one of the new frontiers of commerce. We find it hard to think of anything not being sold and bought every minute over the internet; just have a look on ebay.
Hip-Hop producers were quick to understand the powerful worldwide reach of the internet and started selling instrumentals to artists through this channel.
A couple of websites therefore gathered enormous music inventories from professional record label producers, and started selling complete instrumental tracks just like Amazon sell CDs. Pay x amount online, and well ship you a CD with the tracks you purchased. A new market full of opportunities was born.
About a year and a half ago we also understood the potential this new market had. Having promoted our own music on websites such as mp3.com and vitaminic.com, we realised that creating our own service would give us much greater flexibility and reach. We also had around 250-300 instrumentals sitting on our hard drives waiting for rappers and vocalists to rhyme/sing over them. There was no way we couldve used all of these instrumentals ourselves, therefore why not offer artists worldwide the chance to easily obtain top quality instrumentals for their musical projects?
Hence the birth of La Cantina Productions. Our aim is to give artists who may not be able to afford to buy expensive instrumentals/beats a fair chance to get their music out there. Our typical artists are talented emcees or vocalists, desperately in need of beats, but with little cash.
So how does it all work? Artists just need to visit the website, listen to preview samples of the instrumentals and then purchase the ones they like directly online. We were one of the first websites to offer the possibility to download instrumentals immediately after payment; no more waiting for CDs to arrive through the post, high quality mp3s can be downloaded immediately.
And it doesnt end here. Artists record their vocals over our instrumentals and we then take care of promoting their complete tracks in the right places. After years of promoting our own music on the web, we know exactly where the online promotional efforts should be concentrated. Promoting music online requires hard work, but when you know where to go, the job is a thousand times easier.
So in other words, we produce hip hop instrumentals and promote the artists who use them. We take great pride in what we do and hope to see some of our most talented artists make it big over our tracks. Were not in this for financial gain, but simply for musical enjoyment.
Were growing fast and are now one of the top online production websites in a market unfortunately already cluttered with me too faceless unprofessional services. Were not trying to be a business, but simply a group of friends hoping to take hip hop to the next level through the reach of the world wide web.
Jerry Spina and Stone Tone
Founders of La Cantina Productions
Find us at :
La Cantina Productions
Or, email us for further information at info@lacantinaproductions.com
('Hip Hop Beats Online,' article appeared on Fat Controller Issue #2 (the UK National Student Magazine) www.fat-controller.com)
BONUS : Hip Hop Potency
The success of rap music as the main expression of hip hop has elevated it beyond a cultural movement but to the status of financial powerhouse. Started in the 70s by innovative DJs, rap has become a world wide phenomenon. The organic growth of the music has established the identity of rap music as a political tool for the underprivileged. It has been the voice of the oppressed and underrepresented. Todays rap, however, has changed. The forces behind hip hop are no longer focused on the art and message. Instead rap has become a commercial boom to be used for profit. The hyper commercialization of rap music has led directly to the degrading of its potency as a form of pure art.
The rap industry posted revenues in excess of 1.5 billion dollars in 2005. Its a far cry from the roots of rap, perfected in east coast ghettos some 25 years ago. Today, the industry of hip hop is run with the efficiency of major corporations. Potential rap stars are plucked from obscurity with the public psychology in mind. Businesses pour millions of dollars of advertising revenue into artists such as Nelly and Eminem to shill for their clothes and shoes. Music industry corporations have fully accepted and promoted gangsta rappers like 50 cent, leaving violence and sexism in their wake.
The over commercialization of rap has spawned a litany of pretenders hoping to strike gold. The use of controversy to garner attention is widespread. Involvement with a shooting, being associated with a gang or getting arrested for weapons charges can add street credibility to your image. It follows that in order to gain millions of dollars many artists may stage a shooting or purposefully get arrested. This misuse of violence is matched with a high degree of sexual exploitation of women. Females are valued for their physical attributes only. Video after video show us herds of women dressed in porous outfits dancing aimlessly. Rap lyrics reveal a general perception of woman as whores and liars. Sexist and violent mainstream rap no longer holds the position as the enlightened voice of a struggling generation coming to grips with the harsh realities of an unfair world.
The quality of the music itself has been diluted. Rappers who do make it tend not to produce great albums like we saw with the likes of Run DMC. Instead they focus on producing hits hoping to experience a windfall from the impulse buying public. Never mind about elevating the art craft, lets get paid, now. The market is flooded with one hit wonders and fools pandering to target audiences. Meanwhile, the public is left with the bad taste of weak albums hurriedly slapped together in anticipation of advertising deadlines. The revolution that was rap is now a business model for hustlers.
Rap is not dead, yet. There are some bright stars. Artists like Kanye West and the more obscure Jurassic 5 have had success in the face of the emergence of commercialized rap. They represent a side of rap that can still be cutting edge but more responsible and socially aware of the consequences of their actions. They are conscious rappers who are concerned by more than their bottom line. Africa Bambaata was the first to identify hip hop as a cultural movement. Rappers like Common have carried that torch by not selling themselves through controversy or promoting violence. They use words to stimulate thought, discussion and hopefully change. The commercialized rapper will answer these charges by pointing out that violence and sexism is reality and he is just testifying. There is truth to these comments. But where is the responsibility to your community? Why not uplift the people with your music? The answer is not up to him but rather to us to reverse our bad habits with buying gangsta rap and establishing a commitment to our communities with our music choices.