Rap, at it's best, is about hustle. It's about being heard when no one else is able, or willing, to speak for you. Hustle was perhaps the greatest characteristic of rap in the 1990's that produced many of the genres biggest stars and best music. Without romanticizing the hip-hop golden era too much, to ignore the differences in financial opportunities for rappers in in the 1990's and 2000's would be a mistake. Hip-hop of the 90's represented more of a grassroots movement, and like most successful grassroots movements, in the 2000's it became an establishment.
As hip-hop not only became artistically, but also financially, established some of that artistic work ethic was lost. One of the biggest developments of the 2000's has been the emergence of the rapper as entrepreneur. Countless artists have translated their musical careers into acting and business careers to make even more money in a modern musical landscape that is becoming less financially viable. Unfortunately, this has had numerous negative effects on hip-hop music, with two being the most important.
Firstly, the attention of the rapper/actor/businessman is inevitably divided. When they go in the studio for an album, if they go in at all, rapping isn't their only job, it's only a part time job. Secondly, because many rappers have diversified their sources of income, rap no longer becomes essential for their prosperity. If 50 Cent or Jay-Z releases an album that flops, their will be almost no financial impact. Subconsciously, it keeps a rapper hungry if he's rhyming to put food on the table.
If there is any positive that can be found from skittish record labels refusing to take a chance on new artists, it's that it accentuates hunger and encourages a return to the hustle prevalent in the 1990's, and this is something evident in Big K.R.I.T. from Mississippi.
On his self-released and free debut album K.R.I.T. Waz Here, his hunger is on full display as he often somewhat brags and somewhat complains that he has had to make his own beats. Even the album title suggests a solitariness from an artist that is determined to leave his mark even if others are seemingly disinterested. This theme carried over into his video for 'Hometown Hero' as he is the only soul you see in the entire video.
It is rare that an artist releases an album for free on the internet and in the week that follows has record label representatives knocking on his door ready to sign him to a deal, but this is exactly what happened with Big K.R.I.T. But the question is, would Big K.R.I.T.'s debut have been as powerful and raw if his path was made easy and those record labels had come earlier? As is often the case, the toughest times in one's life can bring out the hustle in just about any person. The degree to which Big K.R.I.T.'s struggle to gain recognition affected his album will never be known, but it is fairly certain that it didn't hurt.
