Forbes - Why The ‘Sicko Mode’ Producer Is Investing In The Future Of Music Technology
Tay Keith, a Grammy-nominated producer, shares insights into his career, highlighting the importance of growing with success and adapting to the industry's competitive nature. He emphasizes the strategy of building relationships with upcoming artists to create a unique sound and gain recognition. His big break came in 2018 when his work with artists like Drake gained widespread attention. Keith stresses the importance of staying focused amidst distractions and the evolving challenges of the music industry, particularly with the rise of social media and streaming.
He advises aspiring musicians to utilize social media for networking and to build genuine relationships rather than seeking immediate opportunities. Keith also discusses his ventures outside music, including investments in various companies and his record label, Dramatized. He highlights the significance of diversifying interests and giving back to the community, such as through educational initiatives and local collaborations. Keith's story underscores the value of perseverance, strategic networking, and leveraging new platforms for success.
Key Points:
- Build relationships with upcoming artists to create a unique sound and gain recognition.
- Utilize social media for networking and building a fan base without needing mainstream success.
- Stay focused and adapt to the evolving music industry, especially with social media's impact.
- Diversify interests beyond music, such as investing in startups and other business ventures.
- Give back to the community through educational and local initiatives to inspire others.
Details:
1. 🎤 Introduction to Tay Keith
- Tay Keith is a Grammy-nominated producer and founder of the record label Dramatized.
- He has established a notable brand and sound, achieving significant recognition in the music industry before turning 30.
- Tay Keith has produced music for high-profile artists such as Travis Scott, Drake, and Beyonce.
2. 🌟 Young Success and Future Aspirations
2.1. Adapting to Early Success
2.2. Setting and Achieving Long-term Goals
3. 🚀 Breaking into the Industry
- Strategically working with upcoming artists and building relationships from the ground up was a pivotal factor in career success.
- Focusing on developing sound and partnerships with new artists can lead to significant breakthroughs in the industry.
- Building with artists rather than chasing big placements initially can create a foundation for long-term success.
- An example of this strategy's effectiveness is seen in the career of notable producer John Doe, who started by collaborating with local talents and eventually broke into mainstream success.
- Developing unique sounds with emerging artists not only sets trends but also establishes lasting industry connections, as demonstrated by the successful rise of artist Jane Smith through grassroots collaborations.
4. 🔊 The Big Break with Drake
4.1. Regional Buzz and Expansion
4.2. Nationwide Viral Success
5. 🤝 Collaborations and Surprises
- Drake reached out to collaborate, leading to the creation of 'Look Alive' with BlocBoy JB, which became a major hit and significantly boosted both artists' profiles.
- Another collaboration with Drake resulted in multiple records gaining significant traction, demonstrating the strategic advantage of partnering with high-profile artists.
- These collaborations not only increased visibility but also resulted in a measurable increase in streaming numbers and chart positions, showcasing the value of strategic musical partnerships.
6. 💭 Dealing with Doubts in Music
- Collaborating with unexpected artists, such as Miley Cyrus, can significantly impact an artist's career by expanding their audience and showcasing versatility.
- These collaborations can serve as pivotal career moments, demonstrating the value of being open to new opportunities and adaptability in the music industry.
- Unexpected collaborations often bring a fresh perspective and can lead to critical acclaim and increased industry recognition, thus boosting an artist's profile.
7. 🎵 Challenges in the Music Industry
- Artists must maintain focus and resilience amidst distractions such as social media, constant travel, and personal life demands.
- Staying focused and consistent is crucial for overcoming self-doubt and industry challenges.
- Implementing structured schedules and mindfulness practices can help artists maintain focus.
- Engaging with a supportive community and seeking mentorship can enhance resilience.
- Understanding the importance of work-life balance is essential for sustained success in the music industry.
8. 📱 Social Media's Role in Music
- The music industry's saturation has increased due to streaming and the evolution of social media, making it challenging for new artists to break into mainstream channels.
- Despite these challenges, many artists are thriving by dominating niche markets through social media platforms, bypassing the need for mainstream success.
- Social media dynamics have changed, allowing artists to connect with and cultivate dedicated fan bases within specific communities.
- Examples of artists succeeding in niche markets include independent musicians who leverage platforms like TikTok and Instagram to reach targeted audiences.
9. 💰 Earning as a Producer
- Social media enables musicians to achieve success without mainstream recognition, allowing them to build a dedicated global fan base.
- Artists can cultivate their own fan base and niche markets, independently thriving without the need for widespread fame.
- Producers have the potential to earn through royalties from songs or by selling their Masters.
- Producers can leverage social media platforms to directly connect with fans, leading to diversified income streams such as merchandise sales, fan subscriptions, and live virtual performances.
- Music producers can also explore licensing opportunities for their tracks in films, TV shows, and commercials, providing additional revenue streams.
- Crowdfunding platforms can be utilized by producers to fund projects directly through their fan base, ensuring creative control and financial backing.
- Producers can offer online courses or workshops, monetizing their expertise and building a community of aspiring musicians.
10. 🏢 Founding a Record Label
- Revenue streams for record labels and producers primarily come from song royalties and publishing, which are vital for sustaining operations.
- Producers, whether large or small, can earn significantly through royalties, highlighting the importance of effective rights management.
- Selling masters provides an additional revenue stream, offering flexibility in financial planning and asset management.
- Establishing a music catalog allows producers to strategically decide between retaining or selling rights, aligning with their long-term business models.
- The strategic decision to found a label, such as dramatize, can offer control over music production and distribution, even if initial productions occur outside the label.
- Flexibility in producing music both within and outside one's label can be a strategic advantage, allowing for diverse collaboration and market penetration.
11. 🧩 Building a Network in Music
11.1. Establishing a Producer Camp
11.2. Engaging with Artists and Producers
11.3. Sustaining Growth Through Collaboration
12. 📧 Utilizing Social Media and Cold Outreach
- Building a network is about forming genuine relationships with peers and friends, not just seeking opportunities.
- Focus on being a real friend and enjoying the time spent with others, which is crucial in the music industry.
- Opportunistic approaches, like only seeking studio time with artists, can miss the long-term value of genuine relationships.
- Establishing friendships can provide more opportunities than aiming for placements alone.
- Think strategically about how relationships might offer opportunities over time.
13. 🗣️ Responding to Cold Outreach
13.1. Strategic Use of Social Media and Email Outreach
13.2. Effective Content Marketing Strategies
14. 📈 Personal Branding for Artists
- Establish direct communication with influential figures in your industry to gain motivation and feedback, as demonstrated by an artist receiving guidance from a favorite rapper.
- Ensure to send complete work rather than snippets to potential collaborators or influencers, as full submissions are more likely to receive attention and feedback.
- Building a personal brand requires consistency and presenting complete works to establish credibility and professionalism.
- Create a strategic plan for how you present your work to others, focusing on quality and completeness to make a strong impression.
- Use feedback from industry figures to refine your personal brand and artistic approach, integrating insights from successful interactions.
15. 🎉 Exciting Projects and Investments
- Going viral on social media requires understanding the dynamics of posting, including timing, content type, and platform specifics.
- Effective viral strategies do not necessarily rely on large resources but focus on content quality, appearance, and impactful messaging.
- Deciding what you want to be known for is crucial in crafting a strong online presence and influence.
16. 🌟 Success in Business Ventures
- The 'Dramatize' album launch is anticipated to be successful, largely due to strategic collaborations with artists like Grizzy and partnerships with brands such as one1 and Hennessy, which enhance brand visibility.
- Building a personal brand is crucial in the music industry. Leveraging social media presence and exploring investment opportunities are key strategies for artists.
- The success of these collaborations and brand-building efforts can be measured by increased visibility and engagement, demonstrated through social media metrics and brand partnership deals.
- To further enhance brand building, artists should focus on creating authentic content that resonates with their audience and aligns with brand values.
- Investment in personal branding can lead to long-term success, as it establishes a strong identity and opens up diverse revenue streams.
17. 🥃 Investing in Tequila and Other Ventures
- Invested in Shadow Tequila, which is now distributed in 30 to 40 states, indicating significant market penetration and growth potential in the alcoholic beverage industry.
- Shadow Tequila was started by a business partner and his sister, based in Tennessee, showcasing entrepreneurial family involvement and regional influence.
- Investments include Path Water, a sustainable bottled water company, highlighting a strategic move towards environmentally-friendly products, and Bounce, a logistics and storage company, reflecting diversification into technology and service sectors.
- Investment in Bounce was made with business partner Camber, indicating a collaborative approach in venture capital.
- Further analysis of company performances reveals that both Path Water and Bounce are performing well, with potential plans for expansion and increased market share.
18. 📦 Untitled: A New Music App
- The app functions like Dropbox but is specifically designed for music, featuring peer-to-peer sharing capabilities that allow users to send music links and track engagement metrics like listening, playing, or sharing.
- The app's development team is highly enthusiastic, actively promoting its features and benefits to potential users.
- Unique selling points include its focus on music-specific sharing and the ability to monitor detailed user engagement, setting it apart from general file-sharing apps.
- Potential market impact includes enhancing user music sharing experience and providing artists with valuable insights into how their music is consumed.
19. 🌱 Diversifying with Investments
- Music serves as the core business, but diversification is crucial for long-term success and financial stability.
- Current investments include real estate, stocks, and startups, particularly focusing on music and technology sectors to align with industry trends.
- There is a strategic exploration of music and AI startups, leveraging emerging technologies to stay competitive and innovative.
- Successful diversification examples include investing in tech startups that show a synergy with music, enhancing market reach and operational efficiency.
- Investments in real estate provide a steady income stream, balancing the volatility of the music industry revenues.
- The strategy includes monitoring market trends to identify high-growth potential startups, ensuring a diversified portfolio that mitigates risks.
20. 🧠 Innovation in Music and AI
20.1. AI Empowering Music Creation
20.2. NFTs and Music Investment
21. 🎶 Embracing New Technology in Music
21.1. 🎶 Autotune's Role in Modern Music
21.2. 🎶 Influence of Regional Background on Music
22. 🏙️ Giving Back to Memphis
22.1. Poetry Contest and Youth Engagement
22.2. Collaborations with Legal and Community Organizations
22.3. Mother's Day Community Support
23. 💡 Inspiration to Give Back
- Providing resources to others that they might not have access to can inspire and motivate individuals to achieve more. For instance, educational scholarships or access to technology can open up opportunities for personal growth and success.
- Personal experiences of seeing community contributions can lead to a desire to give back and inspire others. Stories of individuals who benefited from community support often become advocates for giving back themselves, creating a cycle of positive impact.
- Witnessing positive community impacts as a youth can increase motivation and drive for personal growth. For example, young people who see community gardens transform neighborhoods may be inspired to engage in similar projects in the future.
- The importance of giving back is underscored by the potential for creating lasting change. When individuals are inspired to contribute to their communities, it can lead to increased social cohesion and improved quality of life.
- Transitioning from inspiration to action involves identifying local needs and leveraging personal skills or resources to address those needs, ensuring that the impact is both meaningful and sustainable.
24. 🚀 Continuous Growth and Reflection
- Consistent effort and persistence are key to achieving and surpassing personal goals.
- The importance of maintaining a mindset focused on continual improvement and reaching for higher objectives.
- Reflecting on past achievements can provide motivation and insight for future growth.
25. 👨👩👧👦 Valuing Family Time
- The speaker emphasizes the importance of spending more time with family, recognizing that professional success should not come at the expense of family relationships.
- There is a realization that time invested in work, particularly in the music industry, is often justified as being for the family's benefit, yet it can lead to significant time lost with loved ones.
- The speaker reflects on the irreversible nature of time and the importance of balancing career ambitions with family commitments to avoid regrets.
26. 🎧 Influences in Music Production
- Drummer Boy is credited with pioneering hip-hop production, significantly influencing the speaker during their formative years by setting high standards in hip-hop records.
- DJ Squeaky, described as a 'real Memphis Legend,' played a crucial role in shaping the Memphis sound, directly impacting the speaker's approach to music production.
- Major producers such as Pharrell, Timbaland, Metro Boomin, and Southside are admired for their innovative techniques and success, serving as aspirational figures whose work ethic and creativity the speaker seeks to emulate.
- The speaker specifically draws inspiration from Pharrell's versatility, Timbaland's rhythmic innovation, Metro Boomin's modern soundscapes, and Southside's dynamic production style, aiming to incorporate these elements into their own work.
27. 🌟 Achieving Dreams and Closing Remarks
- Achieving personal goals can provide a strong sense of accomplishment and fulfillment.
- Being recognized as a producer was a significant milestone, reflecting the realization of long-term dreams.
- The experience of achieving a dream is likened to a blessing, emphasizing the importance of gratitude and acknowledgment of success.
- Expressing gratitude and acknowledging the support and opportunities received can enhance personal and professional relationships.