In the age where commercial music across the globe can be saturated with a wide variety of songs that have minimal replay value and even lower chances of being remembered past their prime period of time, it is rare to find producers who are concerned with not only making a song that can compete in the market but making music that can make people feel good past the period of a record being sold and marketed.
Such we find with producer Mr Hanky who changed his ratchet club sound for a laid back, relaxed and happier sound and added OTW, California and Smile to his catalogue of smash hit records. Prior to working with Lil’ Duval and Snoop Dogg, he worked with a broad range of artists including Travis Porter, Ying Yang Twins, Young Dolph and Luke Nasty
His recent hit record Smile is testament to the cultural shift in time which has altered the way music is consumed. Physical sales, radio and television spins are not the only means in which someone can be made aware of records. With streaming services, social media and online sources of entertainment such as comedy specials on Netflix, the business culture of music has evolved and facing new and scarier heights.
The culture is more welcoming and inclusive of diversity, comedians can make music and be supported by other musicians like how Lil Duval was supported by Dave Chapelle who got the grown to sing along to his record, more importantly prior to the song being released officially Kevin Heart went live on Instagram in studio and people responded positively to the song so when it was released it wouldn’t be long before it topped the charts and got more than 800 radio spins just to show the power of social media as a medium for positive PR and Marketing.
Social media as a new age industrial tool has also showed us how, As an artist, you should also be aware of your role as an entrepreneur and business and invest in your brand first before your spoil yourself. Your primary brand to invest in which is your main source of income before your brand can expand to other products is your music, and a lot of artists will spend huge amounts of money on everything and still be reluctant to pay for sample clearances, an investment that will comeback tenfold and actually afford them more wealth than the loss they make buying Gucci and Louis Vuitton.
The Process of sample clearance is simple: your legal representation professionally contacts the management and publishers of the song you want to sample, you send the record and after they listen they decide the percentage of royalties they want and how much it will be to clear that sample and you are good to go. Sometimes the high cost of sample clearances makes a lot of people reluctant to pay for a clearance, and in the worst case scenario of unpaid samples, they become victim to lawsuits. It goes to show that if you are not financially responsible as an artist you will lose more than you will make.
After a meeting Mr Hanky had with his attorney who advised him about the new climate of the industry which is not the same as it was 10-20 years ago, it would be a wise move for him to expand his brand and his revenue streams. As such Mr Hanky conceptualised and implemented his company Cultural Resources in which he seeks to bring out new artists, and work on short films, and products for Netflix and strangely enough Pornhub.
For more content including the story behind how Smile was made and who else shared it on their social Media watch the interview above with Holly Haith and be sure to subscribe to the Fansite TV YouTube Channel.