Your Favorite White Boy

So, after I shot off prematurely (do I say “no homo”? “Pause”? Or “sorry, hun”?) in the last post about Charles Hamilton, it got me thinking. First, let me break it down: As the final part of a mixtape series, “The Hamiltonization Process”, Charles Hamilton has decided to release The Pink Lavalamp, a full album.

However, even though dude is signed to a major, Interscope, this release will be available exclusively via download (props to Thisis50.com) and is not endorsed by the label. As an aside, it apparently was written by Hamilton two years ago before he really got on his Internet grind.

Good move? I’m not so sure.

Now, I’m not like others who think that releasing music for free is a dumb move. In fact, with tight budgets, ruthless labels and technology making it easy as all hell to create, record and distribute music (I’m listening to a new mixtape sent to me this afternoon right now, in fact), its almost a prerequisite that a new artist on the come-up is doing his/her thing online.

But I’m wondering what Hamilton gains by throwing out an album for free? Let’s go through the positives:

1. Instead of rapping over other people’s tracks like a typical mixtape, he’s crafting his own sound;
2. He shows that he can actually create a full length LP, rather than 5-6 tracks;
3. By dropping an “album”, this is another step away from being boxed in as a “mixtape rapper”;
4. He gains new listeners with another heavily promoted mixtape;
5. Being it was crafted two years ago, he could showcase a new style/flow, new concepts.

Okay, that’s a decent list of reasons to drop Lavalamp. But let’s go through the reasons that Hamilton shouldn’t drop this album:

1. Free download = mixtape. Period;
2. How many more listeners will he get from dropping an album online? I’d guess he’s at the saturation point;
3. The promotion he does on Lavalamp is time he could be in the studio;
4. Nothing new – its a Charles Hamilton mixtape. Yawn.

So, the general idea is that he’s not really bringing anything new, beside the tracks themselves. One more mixtape won’t move the dial much, it saturates the market for listeners hungry for new product – all for no revenue. Doesn’t seem to make much sense.

However, the big X factor here is the way that Lavalamp is being promoted: exclusive release, building anticipation beforehand (rather than just dropping it on websites like mine) and marketing it specifically as an “album”, not as “another mixtape.”

I have to say, I’m still skeptical. I think Hamilton is a dope rapper and creative as hell (sampling Tori Amos? C’mon man – that’s ill). But people – important, established cats – really don’t think Internet popularity translates into becoming an established, bankable artist. I know, you do it for your craft, not for the dollars. I get that – I even respect it. But those same dudes with those doubts are the ones that one needs to get on. How much product can you create when you have to get on a j-o-b every day to keep the lights on? Eventually “bank account reality” sets in.

Once I had a hustle – and a major deal – I’d concentrate on that exclusively. No more free product. Yeah, I know: it was probably nothing to release Lavalamp, given it was already done; but once you are established, that product increases in value. In fact, it might of made more sense to hold onto it.

There is no question Charles Hamilton is a smart cat. But releasing Lavalamp in his position?

That might be a dull move, homie.

Tags: blogs, Charles Hamilton