Understand That You Really Don't Understand

To say that I don't understand "Mumble Rap," the hip-hop equivalent to death metal where vocals are indiscernible, is a tremendous understatement.

I long for the days of hip-hop where there was a distinct flavor to the sounds of both the East and West coasts. Nothing too gangster, but nothing too corny either. I loved The Fugees, Common, A Tribe Called Quest, Tupac, Snoop Dogg, Dr. Dre, Cypress Hill, Rakim, EPMD, Eminem, Biggie, and Wu Tang Clan. It spoke to me in a way that other music just couldn't. It was in the message, the beat, and most importantly the delivery.

Lil' Yachty - "1Night" Directed by Glassface & Rahil Ashruff Editing/FX by Glassface (@glassface_) Produced by Rahil Ashruff (@rahil_ashruff)

This isn't a music article. I apologize for the confusion.

I came to the realization long ago that in order to create longevity in the marketing industry, it's essential for me to adapt to changes. Whether or not I like those changes is beside the point. The fact of the matter is that change will happen and I can ride the wave or just move out of the way and watch it pass me by. I choose the former.

Which brings me back to mumble rap. I don't get it and probably never will, but I do understand that other people love it (like I loved Wu Tang Clan back in the '90s). As a marketer it's my job to sell whatever product or service my client places in front of me. Well, let's say for example that I'm approached to advertise Lil' Yachty's latest album, one of the first mumble rappers to hit the scene. Now, even though this sub-genre of hip-hop doesn't appeal to me in anyway, would that hinder my ability to sell for him? Absolutely not! So, I don't share the same "Love Your Product" philosophy that other professional marketers posess, but I do believe that it's my job to find a specific audience to advertise toward in order to help his album reach platinum status. Lil' Yachty doesn't care if I like his music. He cares about his audience, the one he's making his music for. Also, he cares that I make a ton of sales and increase his popularity. If I'm successful in doing so, I've proven that it's not necessarily the product that matters, but rather finding the right audience for that product.

If I was pretentious enough to turn down jobs because I didn't 100% believe in the product, I would never reach success. It's not about what I think about someone's product, but rather how the audience will embrace it. Understanding that it's not my job to understand every product placed on the market is a breakthrough for me. I see very clearly that it's more important to understand the audience in which I'm selling to and leave my own feelings out of the equation.