A NEW PATH

The music has evolved from generation to generation, just like many businesses of today. The old generation took their time and was very set in their ways. The generation of today is equipped with this thing called technology. Because of this technology, taking your time is a time of the past. Just as quick as you can think it, the new generation can get it out to the world. The change has brought on a new way of thinking for today's music professionals.

A clear parallel can be made to the changes in the way artists are able to sustain themselves. There are more and more incredible indie labels out there to support and amplify artists in a sustainable and organic way. The people at Kickstarter have enabled filmmakers, craftsmen and many others to raise funds to continue creating, and market to an eagerly awaiting market of supporters.

The perspective for these indie artists is different from those artists still caught up in the MTV era. The latter wants nothing more badly than to be on The Voice as a special guest, or in US Weekly with their famous boyfriend, or be grabbed up by the hand of a major label that makes everything easy for them and gives them a bag of money. Some of those artists will succeed for a certain period and for that more power to them. But most artists that pursue this will fall between the cracks.

It’s a lot harder to build your own floor, and it takes a lot longer than just hiring a big company to make it for you. The hard work is a lot less sexy than the sunglasses and the fancy parties you thought you might attend. But if you build your own floor, with the help of a dedicated small team/label that’s on the same page as you are, you can make sure the boards close tightly and you’ll never fall lower than the last level you built.

FEEL RICH

Producer and digital mogul Quincy Jones III has found a way to combine healthy living and an urban aesthetic with his new project, Feel Rich. The creative health initiative aims to utilize the power of hip-hop to make health and wellness “cool.” Utilizing social media platforms such as YouTube and Twitter, and teaming up with some of the biggest names in hip-hop, Feel Rich is making strides to encourage healthy eating habits in urban communities.

Shawn Ullman, Co-Founder and CEO of Feel Rich, mentioned it was difficult to combat the mixed messages children encounter every day from fast food and snack companies. Instead of going to traditional media streams, Feel Rich leveraged the power of social media, utilizing YouTube and Twitter to engage their audience. The result? The company has over 3 million views on YouTube, proving to naysayers that there is a demand for this type of programming in the hip-hop community.

One of the best examples of healthy living in hip-hop is Texas rapper Paul Wall. He stunned fans last year with his dramatic weight loss, dropping over 150 pounds. Wall stressed that he wanted to start a trend in the hip-hop community. “You don’t hear rappers talking about organic milk,” he said. ”I didn’t have role models in my life who were losing weight. I had role models who have died because they were overweight.” Paul’s wife, Crystal Wall, who contributes weekly recipes to the site, stressed that her husband’s healthy eating habits have permeated through her entire family.

As for the future of Feel Rich, Ullman sees the initiative working with health care providers and schools. The brand is also building a mobile app, which will include a calorie tracker and a GPS feature that will show healthy options within a 2-mile radius of your location. The company also is working with brands such as Nike+ with brand integration strategies.