Don’t ever sleep on the power of YouTube. For more than a decade, the video streaming service has become an entry point for tastemakers and talent, from artists getting record deals off of posting cover songs to personalities creating entire movements beyond the web. In the eighth installment of “P&P Pro Tips,” where everyone from executives to artists speak on various facets of the music industry, New York City’s Shabazz has a few words of wisdom for those trying to find a way in.
As founder of Electric Circus, one of hip-hop’s most valuable promoters and event producers in the Big Apple, Shabazz emphasizes that though there are broadcasting services where you can stream live on social media, YouTube is an ultimate destination. “It’s nothing like that DIY feel of cropping and making your own video for sure,” she says. “I think one of the most notable videos that actually got us started was this ‘Mobbing with Migos’ video, which was actually documenting their first press run and visit to New York. This was probably 2012, 2013, but it was a day in the life, showing the raw essence of the artist and true, raw reactions. Not even crazy editing.”
Videos like that have helped Shabazz and Electric Circus, now running six years deep and putting on artists like Lil Yachty and Kodak Black in NYC, become a voice that stands out. “It’s just trying to find different angles that are really going to show their personality,” she continues. “Originality is really key. Now, with the digital era, everybody wants to be unique and themselves. It’s the perfect platform to go there and broadcast.”
Particularly for younger aspirants trying to break into the game, Shabazz suggests a few tidbits of advice when it comes to qualifications: “Being self-taught and knowing the culture,” she explains. “Knowing those two things and having the talent. I wish sometimes I was a performer, more of a personality to be doing something crazy where I could have my own Shabazz show on YouTube but even being on the back end and creating content. It’s really cool to give people advice when they do reach out and engage with me.”
Watch the eighth installment of “P&P Pro Tips” above.
