Introducing our new monthly column, giving an insight into the hip-hop industry from the point of view of PR girl, Jenna J…
I’ve often been misjudged as a harsh business person because of my honesty and straightforwardness. I’m not a yes ma’am/sir kind of girl and never will be.
Nope, I won’t cater to you by telling you what you want to hear; instead, I will most likely do opposite of what everyone else is doing—I will tell you what you NEED to hear. Sorry folks, kissing ass is simply not my style. Perhaps some will conclude that my abrasive attitude is just not right for the public relations business. However, on the contrary, it has worked and I have made serious progress with this no BS type of mentality.
Honestly, I didn’t just wake up one day and decide that my goal in life was to be a publicist/public relations specialist for hip hop artists and I surely never imagined I would be doing consultations for the hundreds of indie hip hop artists trying to get on the scene. Ladies and gentlemen, this is not a dream job. Dealing with (at most times) talentless artists, shady management, and oh—brush up on your politics because the hip hop music scene is a political circus nightmare.
Don’t get me wrong, there are great indie artists out there, they just don’t have the right team or budget to gain the exposure they need. Getting in to the public relations business was definitely not on my to-do-list or some career goal that I wanted to accomplish. It sort of just fell on my lap. I can most definitely say that representing indie hip hop artists is not one of my favorite things to do but don’t be mistaken, I do it well. I suppose I just get a bit irritated because over and over again most that come to me for representation are clueless as to what it takes to gain exposure. In their minds, it’s supposed to happen overnight.
Also, let’s not discuss how offended they get when you start talking about a budget to pay for services. What, you mean I have to pay? It’s funny how these artists try to barter services by stating they are the next BIG thing and they are actually giving me the opportunity to help my company grow. I don’t even laugh, I simply disconnect—usually with a dial tone or a simple refusal to respond back to emails. Yes, it sounds a tad bit brutal but a question for you up and coming artists, how long can you last without getting paid for what you do?
Ok, yes sometimes it does get overwhelming. No shame here. This hip hop music industry is bigger than I ever imagined and the behind-the-scene politics will literally make you want to choke a couple of necks . People are full of shit and more than often when someone says they are going to “come through for you”, they don’t. Instead I have to work extra hard and find even more inventive ways to gain media exposure for my client(s). Yes, it is about who you know but most importantly it’s also about how much you are willing to pay or what you are willing to do. Propositions of sex, helping bring down another artist and their management—I’ve heard it all! And while it’s no hidden secret that most of the time money must exchange hands for one to get an article in a major publication what must stay hush-hush no matter what is as to who is the one getting paid! When I found out how it worked and who was making the biggest money I was seriously shocked. The first time I witnessed this, I felt like a back alley thug watching money exchange from one hand to another with everybody grinning, shaking hands and at the same time looking over watching their back. Don’t get me wrong, there are honest business people out there that are more than willing to lend a helping hand but they are few and far between. So, when you do find those people, take time to establish a relationship and don’t just use them for favors!
My view point at this time may seem a little on the negative side but plain and simple, in the PR side of things, this is how it is. With what I’ve spoken about today, it’s easy for one to wonder why I would even choose to continue my business in the Hip Hop industry. It’s simple; I do it for the love of the music. Growing up at the start of it all, listening to the greats like Run DMC, EPMD, Gang Starr, Eric B & Rakim on my big ass headphones and cassette walkman—Did I just tell my age? I suppose I’m searching for that one artist to give me reassurance as to why I continue to deal with the industry’s day to day bullshit. Where the heck are you?
-Jenna J
