So here’s some history about Strange Music before I go into their social media approach: Tech N9ne began to break the mold of an independent underground artist by consistently releasing new material more than once every year. He has 13 solo studio releases within the past decade, and just completed a nation-wide tour performing 90 shows in less than 100 days. His business is growing as rapidly as his rap style, and his new music is beginning to sound more and more like hip-hop historical classics, rather than music that is going to sit on the shelf collecting dust.
Strange Music used new artists instead of paying a whole bunch of money to feature the hottest rapper at the time for record sales. Those new artists began growing with Tech and gaining a solid reputation. One of them is Krizz Kaliko, who has been the backup singer for chorus artistry and accent vocals since Tech N9ne’s third official album release, Anghellic, in 2001. Kaliko has a unique choir style that separated Strange Music’s Production from the rest of the genre, and they still carry out that characteristic through their music.
From 1999 to 2006, the independent record label, Strange Music, focused on trying to get Tech N9ne signed by a major company much like Rockafella, Def Jam, Jive, Priority, Cash Money, or Interscope. However, in the process of producing a great quality of music at a high volume, they eventually began competing in merchandise, record sales, and Billboard chart positions with artists from those companies, such as Kanye West, T-Pain, Lil’ Wayne, and Lady Gaga. Now, Strange Music is collaborating with some of these artists.
Tech’s music speaks for itself, if you like the genre, of course. Someone listening to country music with their tailgate popped down, the critters in the creek, and an ice cold one on a dirt road, might not like the sounds of Strange Music’s production. However, I would love to see Tech & Toby Keith, or Jason Aldean, collaborate on a track together.
Social Media Tech-Niques
Strange Music’s marketing expanded with a heavy attention to their customers. They provide giveaway packages with every single merchandise sale online. Every pre-ordered album purchased online is autographed and comes with t-shirts, stickers, posters, and a couple of other offers, and it’s advertised all over every single Facebook & Twitter page for each artist.
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