Since launching his extremely successful "Gangsta Grillz" mixtape series, Philadelphia native and Atlanta transplant DJ Drama has emerged at the top of his game. One of hip-hop's most recognizable names, whether you know him as the "iPod King," "Mr. Thanksgiving" or T.I.'s official DJ, Drama gave his thoughts on how to build a hip-hop brand that stands a cut above the rest.
1. Consistency
With "Gangsta Grillz" I kept it going -- not even just Gangsta Grillz, but even with the brand DJ Drama. I was doing mixtape after mixtape after mixtape, just trying to make sure I got them everywhere and people knew who I was and knew my name. I wanted to make sure that it was a brand.
2. Quality
I always made sure that everything I did -- from the packaging to the product, to the visuals, to the audio -- everything about what I brought to the table was quality work, because it matters and it counts. People pay attention to every single project. If you see a little slip, somebody is going to be able to get in there and take advantage of where you're lacking. I think quality is everything in what I do. There is a lot of competition.
3.Create a Niche
If you're a fast food chain and you know McDonalds already has a hold on Big Macs and burgers then the smart thing to do is to try to sell a lot of chicken. When I first was getting into Gangsta Grillz there weren't a lot of southern mixtapes at the time -- especially that were being listened to outside of the South. I took a formula that was already being used and I applied it to South music. It was something fresh and new, something that some people told me people don't want to hear, but I kept with it. I remember in the early 2000's I'd call stores outside of the South and be like 'This is who I am this is what I got' and I'd get 'You know South mixtapes don't really do well for us, nobody wants to hear that' but I stayed in my lane and I created my niche. Now Gangsta Grillz is what it is and the South is what it is. I knew early on that for me to get in the position where I am with the album, if I just stayed doing what I'm doing the opportunities would present themselves.
4. Stay Ahead of the Competition
I remember a lot of times there were DJs who were ahead of me at one point in my career and they would come over to my crib and I would be sitting on the floor putting CD's together myself, thousands at a time. They were like, "Man I can't do that @#!*." For them it was always easier to go to the club and make a couple hundred dollars or whatever it was and go home. A lot of DJs get caught up with going to the radio and going home or you go to the club and you're done, but I spent 24/7 on completing what I was supposed to be doing. If I wasn't deejaying, I was putting a tape together, if I wasn't putting a tape together I was making store calls. There's always something to do. You gotta stay ahead because there's a million people trying to do exactly what you're doing. Sometimes it's not about being the best, you just have to stay on top of your job and really grind to get where you want to go.
5. Branch Out
Once you create a brand a lot of other doors open up and you have to take full advantage. Obviously I made my name as a DJ, as a mixtape DJ, but since then I've been able to do a movie, I'm on the radio, I've been in ads for clothes and other endorsement deals and speaking engagements. I do less "deejaying" now than 5, 6, 7 years ago in my career, but that's because I took advantage of those other opportunities that I created with my brand. When Gangsta Grillz became a brand I started to branch out in different directions, working with artists that were outside of the South or working with artists that were outside of what people would think Gangsta Grillz represented, like Pharrell and Little Brother. Once you're established, you have to consistently pass the bar or the curve to stay ahead. Make sure you have your core fanbase or listener, people who know your brand and then it's time to branch out and get people who might not be aware.
The Come Up
I first decided to become a DJ because... I saw the movie Juice when it came out. I was like, 'that looks like fun, let me try that,'and that's how I started. I got a turntable and a mixer. I had one turntable and one mixer and a tape deck. I was in the 9th grade.
I got my big break when... I don't have one. It all matters, it all mattered. You could've asked me that last year and I would've ended up getting locked up and getting bigger than ever, so everything counts.
I got the name Drama when... Somebody gave it to me when I was like 15, 16 -- my man Hakim and I was like 'Yeah that sounds good, that sounds pretty powerful.' Not a lot went into it.
DJ Drama's Play-O-Graphy
Gangsta Grillz: The Album - Due in stores Dec. 4th via Grand Hustle/Atlantic Records
Along with fellow Aphilliates members DJ Sense and DJ Don Cannon, Drama operates the Aphilliates Music Group label which is signed to Asylum Records.
Gangsta Grillz mixtape series (17 volumes, 20+ special editions)
Official DJ for T.I.
[For more on your favorite artists representing the A peep SOHH Atlanta]
DJ Drama's Gangsta Guide To Building A Hip-Hop Brand | Player Watch | SOHH.com /
I remember going into a mixtape store in Philly early on asking for DJ Drama's Gangsta Grillz 3 and they didn't even know who or what I was talkin about. It's true, it was hard to get Southern Rap up north. In my opinion, he was puttin out the best Dirty South mixtapes...Screws not considered. Nowadays he's a household name.GANGSTA GRIZILLS!
