WL: I noticed on The Good Fight you used no profanity. And you said that cursing was holding you back from your money. Could you explain what you meant by that?
Sure. Hip-hop is getting older. So we’re now getting to the point where there’s a generation gap between parent and child is lessened. Whereas when we were children, what our parents listened to and what we listened to were vastly different. So now we’re getting to an age where you’ve got parents who are 30, 35, 40, 45. And if you rewind the clock back 15 to 20 years, they grew up listening to rap music. So you now have mother, father and child in the car together listening to the same genre of music which is very new when it comes to rap. As a result, you have families who want to continue listening to rap but don’t want rap with profanity around their children.
So, thats one aspect.
Then, I make a good portion of my living from music licenses. And you’re open to more opportunities in music licensing if there’s no profanity in your music. By removing it, I found myself being able to do all ages shows—where my demographic is now 16 years old to 45. And they’re all in the crowd together . Where my music is being licensed for commercials, documentaries, video games, etc. Because its safe to use.
I also got myself put in a nice category of being a “safe” rap artist. So, when it’s corporate events or performing in a museum or offices, I’m now a go-to artist to be used for those things because I’m a safe example to display rap as a genre without the profanity or all the things that people [use] to dismiss it. Though our messages may be the same. It’s very simple. If I say, “I fucking hate the system.” An older person will be like “Cut that off, it’s nothing but profanity.” But, if you take that out and say “I hate the system.” The message didn’t change. It’s just that people unfortunately focus on one word or a specific word and then that allows them to ignore the message. Even though the message is identical. Realizing that, it just put me in a different category that I’m eligible for as far as shows, licensing, and sales. And that’s what I meant like profanity was holding me back as a business.
I still use profanity in my day to day life, all the time. But, I don’t use it on songs because it’s just better for the genre and better for me financially.