1.
2. Get a Drake co-sign.
Who did it: iLoveMakonnen
In 2015, co-signs from popular artists don't always mean much. We've seen veterans like Dr. Dre, Timbaland, Busta Rhymes, and Pharrell promote new talent that never takes off. Usually, the problem is that they're opting for a push strategy—forcing a new, unknown talent onto people and expecting that the cool-by-association factor will win. It's an in-your-face approach that typically involves tweets directing followers to new songs, Instagram pictures of the new talent with more famous celebrities, and promoted Facebook posts and branded content placements. It's unnatural and unappealing.
But there are a few artists who have figured out how to maximize the impact of the co-sign. Drake has done it flawlessly. He stays up on what's actually making a quiet impact on niche markets, and when he hears something he likes, he gets involved, tactfully, at the right moment.
Just look at the way he co-signed iLoveMakonnen. Right as "Tuesday" was taking off, he Instagrammed a picture of himself pointing up, with the caption: "Going up on a Tuesday." This was a subtle move. It was a tease. It was like, "If you know what this is, you get it. If you don't, catch up." Hours later, without warning, he released a remix of "Tuesday" through the OVO SoundCloud. Months later, after performances with Drake in front of massive audiences, Makonnen confirmed that he was signed to Drake's OVO Sound label.
Throughout the whole process, it never felt like Drake was telling us that we need to know who this guy was. He wasn't talking him up or flaunting executive production credits on his albums. Instead, Drake offered his stamp of approval by getting involved, and it worked. Drake may be a crossover star, but he's always got his ear out for what's next and his co-sign—though a lot more subtle than one from Dr. Dre—can actually make a huge impact.
4. Do it the old-fashioned way.
Who did it: J. Cole
We might laugh at J. Cole sometimes, but the guy worked his ass off. Mixtape after mixtape, the rapper formerly known as Therapist forced himself into the public consciousness through a combination of stubborn honesty and sheer will.
A Jay Z cosign and a Roc Nation deal were only the finishing touches: for four years, Jermaine grinded and made enough hits to keep his star rising. His reward this year: his first platinum-selling album in 2014 Forest Hills Drive.
Listen to Cole remember how Jay Z initially rejected him below (the story starts around 02:30 mark).
6. Become a jack of all trades.
Who did it: FKA Twigs
Sure, having a team of people you trust is great. But one of the unique advantages of living in a digital era is having everything at your fingertips. Being responsible for your own visuals, video, and marketing can cut costs in a big way and redefine the term "creative control."
But more importantly, it can leave a trail for your early fans: even if you're not an instant whiz at Photoshop, those early attempts at artistry can become priceless relics in their own right. An early MySpace page can separate the casual fan from the Task Force member.
An artist like FKA Twigs is defined as much by her visual artwork, and that's no accident—her thorough understanding of choreography and visual design have made Twigs one of music's most exciting artists.
7.
8. Go viral on Vine
Who did it: T-Wayne
The second record labels figure out how to properly harness the power of Vine, there will be a shift in how music spreads on the three-year-old video sharing service. But for now, it's one of the most organic, effective modern ways to make a song go viral. The key, though, is brevity; Vines only last six seconds.
In 2012, Roc Nation president Jay Brown said of writing a hit, "People on average give a song seven seconds on the radio before they change the channel, and you got to hook them.” It seemed like things couldn't get much more immediate, but as we've seen from the countless songs that broke via viral Vines, six seconds is all we need.
Artists like Bobby Shmurda and T-Wayne have proven that if you've got at least six second of meme-able material, you're set. This isn't a guaranteed pass to superstardom, but one viral song can go a long way.
10. Work with Diplo.
Who did it: MØ
Diplo is one of the biggest producers in the world and has had a massive 2015, but one thing that separates him from many other big names is his willingness and seemingly endless ambition to work with relative newcomers. The latest beneficiary of this spirit is MØ, who featured on "Lean On" with DJ Snake.
Diplo may be one of the industry's old guards at this point, but he's managed to remain relevant by keeping his ear to the ground. And thus far, his rate of success has been through the roof. His latest co-sign is the mysterious Brooklyn rapper Leikeli47, who appeared on Diplo's Jack Ü album.
12. Sign to a label, but don't announce that you're signed to a label.
Who did it: Raury
In 2015, bragging about a label deal is like welcoming public failure. Time and time again (Bobby Shmurda, Chief Keef, Trinidad James), we've seen artists gain momentum, announce a big label signing, and then fizzle out. One hot single and some internet buzz doesn't always mean a sustainable career.
Labels still play an important role in the music industry. Just look at the charts. To compete on a mainstream level, you need resources, connections, and manpower. Artists like Chance The Rapper and FKA twigs have figured out how to make things work independently, but they are exceptions—most still rely on labels. In 2015, the key is to not let this relationship be the center of focus. The key is to avoid the pressure and focus on the music.
A perfect example is Raury. After he released his Indigo Child project, he signed with Columbia, but instead of making a spectacle of it, he and his team quietly worked behind the scenes, formed a strategy, and prepped the music. Raury's co-manager Justice Baiden explained: "It’s not about how many millions you signed the deal for, it’s not about none of that... We just chose to eliminate all of that other stuff. Even announcing a deal to the magnitude some of these other artists announce, that’s a whole bunch of pressure at that single moment. It’s backwards, bro. It’s backwards. It’s not about the music anymore."
14. Stay shrouded in mystery.
Who did it: ZHU, Burial
This will only work so long as fans want to solve the mystery. But as long as good music is providing the clues, the sleuths will come.
A recent example is ZHU, the producer originally known as user601586061. But the intrigue of creative anonymity has deep roots in the arts, dating back to anonymous Greek playwrights and a whole host of female writers like George Eliot who wrote under male names to escape Victorian prejudice.
These days, artists like Burial and DOOM are forcing fans to focus on the music by withholding their identity and refusing to be photographed. If the fame machine has to come, it will be on their own terms. It might not land you any magazine covers, but hopefully people will stick around for the big reveal.
15.
16. Get a dance remix of your catchiest song.
Who did it: OMI
OMI's "Cheerleader," which reached No. 1 in 20 countries and was on top of the Billboard Hot 100 for six weeks, was originally released in 2011 in Jamaica, where it topped the charts. Fast forward to 2013, and OMI signs to Ultra Music who commission a remix of the song by young German producer Felix Jaehn, which was eventually released in May 2014.
The tropical house remix from Jaehn went on to take the world by storm, slowly building momentum throughout 2014 and 2015 as various different videos were released and more and more resources were put into promotion. Of course, this remix wouldn't have been so successful without label backing, but the song in its original form would not have been an international smash on its own either.
So find a young and talented DJ, get him to speed the song up, make it more danceable—oh, and don't forget to add some trumpet into the mix. You'll have a No. 1 in no time.
19. Engage with fans before they're fans.
Who did it: Lil B
Some of our favorite success stories at P&P come from artists who came to us with sub-par music and asked for honest feedback. But by asking for and listening to constructive criticism, they found an audience and, more often than not, improved their sound.
Feedback can come from anywhere—if you get good advice from a Twitter rando or a reddit thread, use it—and keep those people around. They're the ones who will ride for you when having supporters matters most.
20.
21. Stunt on 'em.
