Making it Mainstream: The "Blog Rapper" Crossover Album

 November 1^st promises to be a very important day in rap lore, and it is rapidly approaching. It will be the day Wale brushes off the critics, puts on for MMG, and proves, once and for all, he can move units. Or at least, everyone with any stake in him hopes so. Ambition will be his second major label album, but truthfully, it'll just be attempt number 2 at the "Blog Rapper Crossover Album" (holy fucking mouthful).

The Blog Rapper Crossover Album is a relatively new phenomenon, a fresh take on an old challenge. And over the last few years, we have seen its genesis. The pioneers of this are the young men the mainstream was first introduced to on the cover of XXL's Freshmen '09 magazine. They are mapping out a blueprint that all future artists in the blog rap world will either follow, or take heed of. It has become a do-or-die stage in the natural progression of the modern artist.

It is an introduction. It is a trial by fire. It is a decisive fork in the road, a for-the-most-part inevitable moment in the lives of the cream of the crop* that the internet obsesses over. There comes a time when a major artist must step out of the relative safety of the mixtape release, and into the terrifying world of retail. A world where low first week numbers will eradicate label support, bad reviews will kill the possibilities of a follow up, and missed singles bring about embarrassing push-backs (where are you, Jeezy?).

A rapper can make plenty of money via the free music route. There's merchandising, show money, guest verse fees, soundtrack opportunities, etc. But everyone wants a legacy. These are young men who grew up listening to the music of rap's current kings, but more much importantly, idolizing their successes. They want it all. They want clothing lines, they want to own sports teams, headline festivals, endorse car companies, and create their own line of headphones. They're gunning for icon status. They want to be moguls. When it all goes to shit, when mechanized music made in a lab by a program sounds sweep away all man-made genres, these young men want a seat at the Last Supper. It's. All. About. The. Legacy.

The only way to guarantee a seat at the table is through albums. It may seem outdated, a relic of old times in the world of 99¢ $1.29 songs, but the long player is still the measuring stick of creative capability. Legacy can only be achieved through the step up from Hulkshare to Best Buy.

Both Yela and Mac will take their shot in November.

Everyone of these new age rappers has ambition in heaps and spades. They all want respect and acclaim. They also want sales. They have to balance their need to do numbers with their need to stay true to their artistry. It's a thin line, and one all artists must walk, but none more than the unproven blog rapper in the dog-eats-dog world of rap music.

The major label debut comes with a big budget, and for many, it is the first time an artist has to meet the demands of someone who is not themselves. They will be pressured into catering to radio, and women, into using expensive production, and loading up on star guests. For some, this can work. It results in the desired effect of vaulting an artist from simply existing on the internet to being heard by people who don't spend hours scrolling through 2dopeboyz and running through Youtube links. For many, it means a disjointed album, that leaves no one better for it. This can alienate fans, tarnish reputations, and lead to a backlash.

The 'first generation' of blog rappers laid the template that the Big K.R.I.T's, CyHi's, Kendrick Lamar's, Tyga's, Pill's, etc will one day have to follow. To further understand the Blog Rapper Crossover Album, let's look at some important examples from that pioneering first generation.

Album: Asleep in the Bread Aisle - Asher Roth

First Week Numbers/Sales Status: 70 000/low

Radio Play: Strongish. As in one song was huge, and that was about it.
Level of Soul Sell-ery:  (Impressively low. A more soul-sucking A&R would have angled for 11 other beer-pong anthems.)
Critical Reception**: 56/100
Outcome: Partly because of decisions he's made, partly because of his label, but Asher hasn't been as prominently in the limelight since the album's release. That says a lot about its impact. "I Love College" and a melanin-deficiency turned him into a well-known name among consumers, but a less than attention grabbing debut and not much in the way of follow-up has put this young man on the outside looking in.



Album: B.o.B Presents: The Adventures of Bobby Ray - B.o.B
First Week Numbers/Sales Status: 84 000/Gold
Radio Play: Ubiquitous. There was nowhere you could go without hearing Bruno Mars, Hayley Williams, and B.o.B's punchy delivery or soft singing.
Level of Soul Sell-ery (out of 4):   (Pop hooks, and production by Dr. Luke. Yeah, the guy that does Ke$ha songs.)
Critical Reception: 67/100
Outcome: Staunch purists everywhere guffawed at the obvious pop overtones, but honestly, B.o.B delivered an exciting, captivating, and genre-bending pop album that put his music in the ears of people around the world. It may not have moved many units, but it has made him an international entity. Strange Clouds is going to be big.

Album: Thank Me Later - Drake

First Week Numbers/Sales Status: 447 000/Platinum

Radio Play: Dominant. "Find Your Love" peaked at 5 on the Hot 100, "Over" at 14, "Miss Me" at 15, and "Fancy" at 25. 

Level of Soul Sell-ery (out of 4):     (production handled mostly by 40, however, too many unnecessary guest features and a much more commercial vibe than SFG)

Critical Reception: 75/100 at Metacritc

Outcome: This album doesn't really fit into the mold as well, because So Far Gone really and truly catapulted Drake into the mainstream. However, he's still from that first generation, so it's fine to include him. He dominated radio with his mix of rap and singing, filled up Facebook statuses and Twitter updates with his lyrics, moved a ton of records and got the first one under his belt. This album capped off a defining chapter in the career of rap's biggest young star.

Album: Rolling Papers - Wiz Khalifa

First Week Numbers/Sales Status: 197 000/Gold

Radio Play: The terms "radio play" and "Wiz Khalifa" should make you laugh your ass off, because it's too easy. Wiz was all over the radio with those impossible-to-get-out-of-your-head-hooks. #WillDieIfForcedToListenToBlackAndYellowOnceMore.

Level of Soul Sell-ery (out of 4):  (Wiz, if you want to get anything lower than a four next time, you're going to have to reconsider your producers.)

Critical Reception: 59/100

Outcome: He did what he set out to do, which is about the most positive thing I'll say about this album. For fans wanting something a little bit more like Cabin Fever, you're out of luck here. A side effect of selling out too much is the back lash that follows, and Wiz has been getting a noticeable one both online and among fans in the real world.

Album: Finally Famous - Big Sean
First Week Sales Numbers/Sales Status: 87 000/steady

Radio Play: Substantial. "My Last" has been quite popular, "Marvin Gaye & Chardonnay" made a dent, and "A$$" is being primed for take-off. 

Level of Soul Sell-ery (out of 4):  (This rating depends more on Sean as an artist. He's never had a pure, defined sound, so the fact that nearly every cut could be a single doesn't push him to 4/4.)

Critical Reception: 69/100

Outcome: The burn he's gotten on the airwaves has made him a star, but how bright does he really shine? His buzz coming into the album wasn't really massive, and some of the really excellent cuts on his album are struggling to get attention. However, he has still powerfully moved into the mainstream/retail territory. 

Album: Cole World: The Sideline Story - J. Cole
First Week Sales Numbers/Sales Status: 218 000/cooling off

Radio Play: Negligible

Level of Soul Sell-ery (out of 4):      (barely gets the half. "Workout" was definitely dumbed down, but was relegated to bonus track status. "Can't Get Enough" stayed more true to Cole's style, but still was a play for radio burn.)

Critical Reception: 74/100

Outcome: Cole beat the odds. Plain and simple. No big singles. No beef. The Bleek curse couldn't stop him. The "long-anticipated" curse. He proved that great material and diehard fans can equal big numbers. Though critics have called it "boring" and such, he has received rave reviews from the unwashed masses, made all the more impressive by the subtlety and intimacy of the album. A motherfucker made it up off the sidelines. I don't think he'll be waiting on Hov verses anymore. Applaud him.
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The Crossover Album is an exciting process, and there are many more notable rappers to come that will undergo this metamorphosis. As said above, Yela and Mac will get their chances this November. The King remembered in time is expected to drop first quarter next year. It'll be interesting to see if the radio demographic takes to his soulful, southern style. There's Pill and Meek up to bat over at MMG, who have to prove their commercial viability, and a full roster at YM who will be waiting years to take center stage. At GOOD Music, CyHi will have to shake off the criticisms off not being a distinct enough personality, and deliver a solid debut.

For every current rapper gearing up for their release, there's thousands dreaming of getting their shot at glory. Some will, most won't. As fans, we'll be waiting to see how their careers look after the make-or-break "Blog Rapper Crossover Album" attempt.

*For those who aren't the cream of the crop, it's hellishly difficult to get signed, and even more difficult to get a label to release an album.

**included more for archiving than importance. As in this category is not very important.

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