[NOTE: The following editorial was written in NOVEMBER for a hip hop website. Due to deadlines and scheduling, the article wouldn't run until well into 2007. That threw a wrench in my plans because a lot of the references are anchored to November 2006. Since the nature of the article is time sensitive, I decided to post it on the blog. Some of the references are somewhat dated, but hopefully, you'll get the overall picture.]-Ziti.
Dear Jiggaman
It’s me…Ziti. First of all, I would like to start this off by saying congratulations on the new album. I heard it’s on track to sell 850,000 copies in its first week. Wow! That is very impressive, Mr. Carter. Given that current sales of Hip Hop music are just as strong as the levees in New Orleans, I consider that a great feat. The only other Hip Hop albums this year that have come close to gold or plat in the first week have been T.I.’s “King” and that crazy Compton schizo, The Game’s “Doctor’s Advocate”. But you? You’re almost at a million copies! Wow. That says a lot since Hip Hop/Rap music hasn’t been getting the jerk off it’s been accustomed to. Around this time 2002, 2003, you could take a shit in a jar, call it "Hip-Hop" and it would sell a million copies. Way back when. You should be proud of yourself.
But there are two sides to every coin…aren’t there? While you’ve been something of a “press darling” lately (see EW, Life mag, 60 Minutes) your core audience/fans-since-day-one got beef. The streets are talking and a lot of it isn’t good. Now before you say “oh boy, another hater”, hold up S Dot; “Hater” I’m not. I actually like your music. In fact, unlike those Blueprint and Reasonable Doubt bandwagoneers/dickriders, I think that “Hard Knock Life Vol. 2” is a frigging masterpiece. It’s probably the most cohesive album in your catalog and the underlying theme, that no ones seem to pick up on, is brilliant. But I digress.
Why does it seem, critically, that everyone and their moms hate this fucking album? I mean even the heads that tried to take a dump on The Black Album would rather sing its praises than give Kingdom Come its P’s. Why is everyone giving you shit for recycling that beat for “Show Em What You Got”? Why is everyone saying that you’re rehashing the same concepts from albums past? Or that you’re tired? Or that this LP plays like The Black Album Part 2? Some have even said this album is probably on par to be the wackest/weakest album of your career. I wouldn’t go that far; that honor belongs to that hodge podge Hard Knock Life Vol. 1 (that shit was all over the place, trust me). In the words of the great Pete Rock: “I rarely hear a totally wack album, just things that could be improved upon”. Do I think KC is pure garbage? No. I think there is some other things going on with you and maybe, JUST MAYBE, you didn’t have the time to finesse it the way you probably would’ve like to. Maybe.
But you want me to tell you the real reason everyone is pissed at you? Well, let me let you in on a lil secret……they’re disappointed. And not just in the album, but at you. Three years ago you were named president of Def Jam. You and Dame had parted ways and you became the sole boss of Rocafella. You had just put out the Black Album and Fade to Black was in theaters. You and Reebok did a deal and those generic looking S. Carter sneaks sold like crack in the 80’s. Life was good. You announced some of your potential signees: Lady Sovereign, Talib Kweli, The Roots and that loon ass Fox Boogie Brown. You did a mash up LP with Linkin Park, which in turn solidified your standing with the TRL crowd (smart move, even if the live show was better than the LP itself). You dubbed your new regime “The Carter Administration” and even appeared real strong with your “cabinet” on the cover of XXL. To top it off, you announced the “I Declare War” concert and had everyone guessing who was going to incur your wrath. To our surprise, you brought out Nasir and declared you guys long standing beef “dead”. Shortly afterwards, God’s Son was signed to the Def Jam stable. Things couldn’t have been better.
“It was all good just a week ago”.
Here’s where it starts to go wrong.
March 2006 Def Jam releases what fans and critics hail as a masterpiece: Ghostface Killah’s Fishscale. Outside of Gnarls Barkley this dude is the most critcally acclaimed dude on the planet. But you know that (if not, there is always google). The first single “Back Like That” is hitched to the growing popularity of modern R&B hopeful, Ne-Yo, who sings the chorus on said track. You brought Kanye in to extend the life of the single, with a guest spot on the songs remix. No follow up single, no promotion. As of November that album hasn’t even reached gold. In December he will release a follow-up entitled More Fish. That album, no matter how good, will probably be relegated to the same fate of being under promoted and poorly marketed
August 2006. Def Jam promises two heaters in the form of Method Man’s 4: 21 The Day After and The Roots Game Theory. Here’s where shit starts to really get stupid. Meth’s career, for all his past glory, has been somewhat inconsistent as of late. Once a Hip Hop staple, Meth has let bad albums define his later career as a solo emcee. On top of that, he’s always pissed and barking on someone. Aside from poor sitcoms, Method really is a star (he just saves his heat for guest spots on other rappers songs). I don’t know what he smoked this go round or what “pep talk” you gave him, but this last album was a winner. The lead single “Say” was not only brilliant in its honesty, it also reminded me of the genius that is Lauryn Hill (hey, all broads get kooky in one way or another). Prior to the release of the album, he was doing radio across the country and promoting that album like a politician. November 2006? See Ghostface Killah.
The Roots? Oh my stars?!?!? I thought you had this one sewn up. These dudes are the Hip Hop equivalent of The Dave Matthews Band. They tour constantly and the live shows are the stuff of legend. They got a supreme look by backing your live shows (illadelphonics) and they featured prominently in funnyman Dave Chappelle’s Block Party. Not only do they work like pack mules, Black Thought, whether we admit this or not, is probably one of the illest spitters in the game. Their heralded Radio City Music Hall shows were net worthy for months. So what happened? Def Jam crams three songs into a lone single/video/commercial. Oh yeah, they had some “gift with purchase” shit at OkayPlayer. Wow. But I did see a guy with a “Game Theory” T-shirt on at Borders. That must count for something…..right? Game Theory first week sales? 58,000. The funny thing is, ex-Britney Spears loafer, Kevin Federline posted somewhere like 6 or 7 thou in his first week. Now, while we may snicker, it’s a sad world when the only thing that separates The Roots and K-Fed are roughly 50,000 more albums sold. But don’t worry Jigga; fortunately for The Roots, constant touring means their kids can still eat off of this hip hop ish. And speaking of white bread rap, Lady Sovereign anyone? Damn Hov, that was a bird in the hand right there! She’s white and she’s a girl! That’s a media jack-off right there! Got damn Napoleon Dynamite can sell Lady Sovereign! You had that one, Hov……you had that one.
The upside? Kanye did well. He’s becoming quite the quintessential Hip Hop “personality”. You know? He’s one of those rappers, no matter how good the music, who are known for their antics on and OFF wax (see Tupac, ODB, Lil Kim, Fox, Em, Flav). Jeezy and Rick Ross still continue to sell more coke than Pablo Escobar (yeah). Ludacris did well, but I think he sees the handwriting on the wall. He pushes the hell out of the DTP brand with no mention of Def Jam. Rihanna? Well….she is pretty. Teirra Marie? Well…..she is pretty (and gone from the Roc). Christina Milian? Well….she was pretty too (that “Dip It Low” video was hot---chocolate sauce and all--but it acted as a double edged sword….but that was before your time). LL is pissed and siding with Curtis “Interscope” Jackson. And speaking of Curtis; you and G-Unit going halfsies on the upcoming Freeway project? I must admit I wasn’t impressed by him at first, but “What we do” was an undeniable banger. (see Just Blaze). DMX? He bounced…..but that might’ve been a good thing.
Did I leave anyone out? Oh yeah, I almost forgot Fab and Nasir. Fabo, if finessed right, can be lucrative. Girls like him, he got swagger and he has some street cred (see Just Blaze, DJ Envy, DJ Clue). You can sell it, but not on the strength of him being shot. Getting bucked at worked for 50, because there was a larger back story to accompany the gun clap. But just because the bullets ring out, don’t think you’ll see record sales (see Cam’ron, Obie Trice). Matter of fact, the only ones to really flip gunfire into sales, outside of 50, and do it properly, was The Geto Boys and Bushwick. But I digress.
It’s me…Ziti. First of all, I would like to start this off by saying congratulations on the new album. I heard it’s on track to sell 850,000 copies in its first week. Wow! That is very impressive, Mr. Carter. Given that current sales of Hip Hop music are just as strong as the levees in New Orleans, I consider that a great feat. The only other Hip Hop albums this year that have come close to gold or plat in the first week have been T.I.’s “King” and that crazy Compton schizo, The Game’s “Doctor’s Advocate”. But you? You’re almost at a million copies! Wow. That says a lot since Hip Hop/Rap music hasn’t been getting the jerk off it’s been accustomed to. Around this time 2002, 2003, you could take a shit in a jar, call it "Hip-Hop" and it would sell a million copies. Way back when. You should be proud of yourself.
But there are two sides to every coin…aren’t there? While you’ve been something of a “press darling” lately (see EW, Life mag, 60 Minutes) your core audience/fans-since-day-one got beef. The streets are talking and a lot of it isn’t good. Now before you say “oh boy, another hater”, hold up S Dot; “Hater” I’m not. I actually like your music. In fact, unlike those Blueprint and Reasonable Doubt bandwagoneers/dickriders, I think that “Hard Knock Life Vol. 2” is a frigging masterpiece. It’s probably the most cohesive album in your catalog and the underlying theme, that no ones seem to pick up on, is brilliant. But I digress.
Why does it seem, critically, that everyone and their moms hate this fucking album? I mean even the heads that tried to take a dump on The Black Album would rather sing its praises than give Kingdom Come its P’s. Why is everyone giving you shit for recycling that beat for “Show Em What You Got”? Why is everyone saying that you’re rehashing the same concepts from albums past? Or that you’re tired? Or that this LP plays like The Black Album Part 2? Some have even said this album is probably on par to be the wackest/weakest album of your career. I wouldn’t go that far; that honor belongs to that hodge podge Hard Knock Life Vol. 1 (that shit was all over the place, trust me). In the words of the great Pete Rock: “I rarely hear a totally wack album, just things that could be improved upon”. Do I think KC is pure garbage? No. I think there is some other things going on with you and maybe, JUST MAYBE, you didn’t have the time to finesse it the way you probably would’ve like to. Maybe.
But you want me to tell you the real reason everyone is pissed at you? Well, let me let you in on a lil secret……they’re disappointed. And not just in the album, but at you. Three years ago you were named president of Def Jam. You and Dame had parted ways and you became the sole boss of Rocafella. You had just put out the Black Album and Fade to Black was in theaters. You and Reebok did a deal and those generic looking S. Carter sneaks sold like crack in the 80’s. Life was good. You announced some of your potential signees: Lady Sovereign, Talib Kweli, The Roots and that loon ass Fox Boogie Brown. You did a mash up LP with Linkin Park, which in turn solidified your standing with the TRL crowd (smart move, even if the live show was better than the LP itself). You dubbed your new regime “The Carter Administration” and even appeared real strong with your “cabinet” on the cover of XXL. To top it off, you announced the “I Declare War” concert and had everyone guessing who was going to incur your wrath. To our surprise, you brought out Nasir and declared you guys long standing beef “dead”. Shortly afterwards, God’s Son was signed to the Def Jam stable. Things couldn’t have been better.
“It was all good just a week ago”.
Here’s where it starts to go wrong.
March 2006 Def Jam releases what fans and critics hail as a masterpiece: Ghostface Killah’s Fishscale. Outside of Gnarls Barkley this dude is the most critcally acclaimed dude on the planet. But you know that (if not, there is always google). The first single “Back Like That” is hitched to the growing popularity of modern R&B hopeful, Ne-Yo, who sings the chorus on said track. You brought Kanye in to extend the life of the single, with a guest spot on the songs remix. No follow up single, no promotion. As of November that album hasn’t even reached gold. In December he will release a follow-up entitled More Fish. That album, no matter how good, will probably be relegated to the same fate of being under promoted and poorly marketed
August 2006. Def Jam promises two heaters in the form of Method Man’s 4: 21 The Day After and The Roots Game Theory. Here’s where shit starts to really get stupid. Meth’s career, for all his past glory, has been somewhat inconsistent as of late. Once a Hip Hop staple, Meth has let bad albums define his later career as a solo emcee. On top of that, he’s always pissed and barking on someone. Aside from poor sitcoms, Method really is a star (he just saves his heat for guest spots on other rappers songs). I don’t know what he smoked this go round or what “pep talk” you gave him, but this last album was a winner. The lead single “Say” was not only brilliant in its honesty, it also reminded me of the genius that is Lauryn Hill (hey, all broads get kooky in one way or another). Prior to the release of the album, he was doing radio across the country and promoting that album like a politician. November 2006? See Ghostface Killah.
The Roots? Oh my stars?!?!? I thought you had this one sewn up. These dudes are the Hip Hop equivalent of The Dave Matthews Band. They tour constantly and the live shows are the stuff of legend. They got a supreme look by backing your live shows (illadelphonics) and they featured prominently in funnyman Dave Chappelle’s Block Party. Not only do they work like pack mules, Black Thought, whether we admit this or not, is probably one of the illest spitters in the game. Their heralded Radio City Music Hall shows were net worthy for months. So what happened? Def Jam crams three songs into a lone single/video/commercial. Oh yeah, they had some “gift with purchase” shit at OkayPlayer. Wow. But I did see a guy with a “Game Theory” T-shirt on at Borders. That must count for something…..right? Game Theory first week sales? 58,000. The funny thing is, ex-Britney Spears loafer, Kevin Federline posted somewhere like 6 or 7 thou in his first week. Now, while we may snicker, it’s a sad world when the only thing that separates The Roots and K-Fed are roughly 50,000 more albums sold. But don’t worry Jigga; fortunately for The Roots, constant touring means their kids can still eat off of this hip hop ish. And speaking of white bread rap, Lady Sovereign anyone? Damn Hov, that was a bird in the hand right there! She’s white and she’s a girl! That’s a media jack-off right there! Got damn Napoleon Dynamite can sell Lady Sovereign! You had that one, Hov……you had that one.
The upside? Kanye did well. He’s becoming quite the quintessential Hip Hop “personality”. You know? He’s one of those rappers, no matter how good the music, who are known for their antics on and OFF wax (see Tupac, ODB, Lil Kim, Fox, Em, Flav). Jeezy and Rick Ross still continue to sell more coke than Pablo Escobar (yeah). Ludacris did well, but I think he sees the handwriting on the wall. He pushes the hell out of the DTP brand with no mention of Def Jam. Rihanna? Well….she is pretty. Teirra Marie? Well…..she is pretty (and gone from the Roc). Christina Milian? Well….she was pretty too (that “Dip It Low” video was hot---chocolate sauce and all--but it acted as a double edged sword….but that was before your time). LL is pissed and siding with Curtis “Interscope” Jackson. And speaking of Curtis; you and G-Unit going halfsies on the upcoming Freeway project? I must admit I wasn’t impressed by him at first, but “What we do” was an undeniable banger. (see Just Blaze). DMX? He bounced…..but that might’ve been a good thing.
Did I leave anyone out? Oh yeah, I almost forgot Fab and Nasir. Fabo, if finessed right, can be lucrative. Girls like him, he got swagger and he has some street cred (see Just Blaze, DJ Envy, DJ Clue). You can sell it, but not on the strength of him being shot. Getting bucked at worked for 50, because there was a larger back story to accompany the gun clap. But just because the bullets ring out, don’t think you’ll see record sales (see Cam’ron, Obie Trice). Matter of fact, the only ones to really flip gunfire into sales, outside of 50, and do it properly, was The Geto Boys and Bushwick. But I digress.
Nasir can win this year. Even though critics are yapping that he’s flipping the same beat for “Hip Hop Is Dead” as he did for “Thiefs Theme” who the hell cares? In today’s music, the attention span of these youngsters is so short, you can remake “Laffy Taffy” next year and call it “Nutter Butter” and these kids won’t know the fucking difference. Nasir has a chance, provided he comes with a STRONG album with about 10-12 songs. We know he could hold it down lyrically, just get him 10 solid tracks and he’s “in there” (see Illmatic).
All in all, your ascension to the ranks of record exec is probably the Hip Hop equivalent to the OJ verdict. People are divided down the middle. Some jumped for joy and felt that it’s good for Hip Hop, while others are pissed (and rightfully so) because their projects and careers will either be back burner-ed, neglected or over shadowed by your “return to the game”.
End in the end, what will define Kingdom Come? People are pissed because they want to see “next level” Jigga, not some guy who let Dipset get his goat. Speaking of which, you went at Jimmy and it was so-so. Know why? Jimmy never professed to be some lyrical phenom. He’s a Harlem cat trying to get money. He’s just taunting you. Jim’s like that cat in High School who always has something smart to say….just because he can get away with it. Not only that, people root for him (that Dipset cult following is sick). In all honesty, his barbs are just profile raisers. He goes at you and you got heated and went at him (and Cam). In the end, no “Ether” exchanged. If you went at anyone I thought it would have been the Game. Why? Remember this:
“As far as my release date, November 14th, and Jay dropping on the 21st, he should move his album away, because this album … like Jay is a legend, we all love Jay and respect Jay but it’s that out of retirement album. It’s the are we gonna get the old Michael Jordan back or are gonna get that Mike that played for the Wizards so everyone’s is gonna wait to see what he’s gonna do — but I know what I got.”
-The Game, October 2006-
Chuck Taylor talked smack and got away, scot free. You stayed clear of him, which is funny, considering he went at Bleek, Young Gunz and fellow Def Jammie Joe Budden. I mean, he went at Bleek for crissakes! What gives? Addressing that would have given KC an edge. Not these disses aimed at people who joked you for wearing sandals.
Kingdom Come kinda feels like the Uncle who sees his nephews playing basketball in the backyard and wants to show the youngbloods that he “still got it”. But after a half hour on the court, he realizes that it’s a young mans game and goes inside to soak in Epsom. Do you still have it? I think so. Next time, just pace yourself. You can still show these whippersnappers a thing or two.
Hov 2006? I have to give it to you---you got on your “A-game”. You toured the world in support of the World Water Crisis. You jumped on some remixes. You did a Reasonable Doubt 10th Anniversary concert. You got back in the mixtape game. You pulled off a U.S. Tour in a day. You were on damn near every website and mag cover. All very commendable. Now take a ¼ of that effort and put it towards some of your artists and you may win yet. To paraphrase that tired Hair Club For Men infomercial “you’re not just a client, you’re the President”. You just have to figure out if you want to be hailed, akin to Roosevelt or Kennedy or have it fall apart like Nixon or George W.
It is a hard knock life after all.
All in all, your ascension to the ranks of record exec is probably the Hip Hop equivalent to the OJ verdict. People are divided down the middle. Some jumped for joy and felt that it’s good for Hip Hop, while others are pissed (and rightfully so) because their projects and careers will either be back burner-ed, neglected or over shadowed by your “return to the game”.
End in the end, what will define Kingdom Come? People are pissed because they want to see “next level” Jigga, not some guy who let Dipset get his goat. Speaking of which, you went at Jimmy and it was so-so. Know why? Jimmy never professed to be some lyrical phenom. He’s a Harlem cat trying to get money. He’s just taunting you. Jim’s like that cat in High School who always has something smart to say….just because he can get away with it. Not only that, people root for him (that Dipset cult following is sick). In all honesty, his barbs are just profile raisers. He goes at you and you got heated and went at him (and Cam). In the end, no “Ether” exchanged. If you went at anyone I thought it would have been the Game. Why? Remember this:
“As far as my release date, November 14th, and Jay dropping on the 21st, he should move his album away, because this album … like Jay is a legend, we all love Jay and respect Jay but it’s that out of retirement album. It’s the are we gonna get the old Michael Jordan back or are gonna get that Mike that played for the Wizards so everyone’s is gonna wait to see what he’s gonna do — but I know what I got.”
-The Game, October 2006-
Chuck Taylor talked smack and got away, scot free. You stayed clear of him, which is funny, considering he went at Bleek, Young Gunz and fellow Def Jammie Joe Budden. I mean, he went at Bleek for crissakes! What gives? Addressing that would have given KC an edge. Not these disses aimed at people who joked you for wearing sandals.
Kingdom Come kinda feels like the Uncle who sees his nephews playing basketball in the backyard and wants to show the youngbloods that he “still got it”. But after a half hour on the court, he realizes that it’s a young mans game and goes inside to soak in Epsom. Do you still have it? I think so. Next time, just pace yourself. You can still show these whippersnappers a thing or two.
Hov 2006? I have to give it to you---you got on your “A-game”. You toured the world in support of the World Water Crisis. You jumped on some remixes. You did a Reasonable Doubt 10th Anniversary concert. You got back in the mixtape game. You pulled off a U.S. Tour in a day. You were on damn near every website and mag cover. All very commendable. Now take a ¼ of that effort and put it towards some of your artists and you may win yet. To paraphrase that tired Hair Club For Men infomercial “you’re not just a client, you’re the President”. You just have to figure out if you want to be hailed, akin to Roosevelt or Kennedy or have it fall apart like Nixon or George W.
It is a hard knock life after all.
