Interview: The FUTURE of Rap
With two of the hottest tracks on the radio this past summer, “Racks” and “Tony Montana”, one might think FUTURE is a new artist but the Atlanta, Georgia native has been paying his industry dues for years. The songwriter/producer has written hooks and hits for many of your favorite rappers including Ludacris.
Beyond his songwriting and production abilities, what makes Future stand out from other emerging rappers is his work ethic. Long before his current deal with Epic, Future’s presence had taken over Atlanta, Georgia with several of his mixtapes being played in heavy rotation in clubs and on the radio. Consistent radio spins for an unsigned artist is quite an accomplishment but it’s quite normal for Future.
He speaks with AIMERAMOUR about his entrepreneurial endeavors, Freebandz Productions, how he built his fan base and provides advice for new artists on what to do when they get signed.
Before signing to Epic, you previously had a deal with Dream Works Records, what did you learn from that deal that you would tell another artist that’s looking to get signed?
FUTURE: Don’t take anything for granted, make the most of every opportunity. When you have a deal, even if it doesn’t work out, while you have that opportunity, use it to your advantage. Travel, meet as many people as you can and grow your fan base to reach as many new people possible. Use it as a learning experience to soak up the game. Use it as a branding tool. Even though you have a deal, still work like you’re independent; maintain your hustle and your grind. Use a deal like extra muscle instead of looking at it as your main support system to make it. Don’t look at it like, “…this is all I’ve got”, because you got signed for a reason. Don’t look for the label to do everything, you still have to keep your grind going-that’s how you keep your deal.
Signing with LA Reid isn’t something new artists do everyday. What were some of the reasons you ended up with Epic Records? How did your deal come about?
The deal with Epic came from me grinding and getting my own records on the radio. I had five records on the radio prior to getting my deal. I already had the independent grind up. I already had eight mixtapes out, I was already getting 10k a show. I had already established and branded my name in the southern region and now I’m heading towards the Midwest so I can take it to the next level and then go global.
As not only an artist but as a producer, what do you look for in a beat maker/producer that wants to work with you?
Just present me with something of quality. It needs to sound like industry quality, like you’ve already made it. Present me with a hit record, with a hit beat. I’m always open to working with new people, all I work with is new producers, no old producers. I’m representing a new sound and a new movement. When you listen to my music, you can’t attach a beat with a producer, you can’t pinpoint their sound because you haven’t heard it before. Every producer I work with is fresh and brand new.
What are some of your goals as an entrepreneur now that you have this platform?
I’m already the CEO of my own label FreeBandz and I have several artists under me. I have a production company and we’re working on films and the clothing line FreeBandz apparel. I also have a real estate company doing commercial real estate. I’m looking into getting a store front and branching into nightclubs. There are so many business ventures I plan to get into and I’m trying to use this music as a tool to make all these different things happen. I’m also using music to branch off into different facets of branding and marketing.
As an independent artist, did you utilize the fact that you are apart of Dungeon Family as leverage for radio spins?
I never used Dungeon Family as a tool until I got my deal, its something on my resume, its something that adds to my repertoire. I never spoke on behalf of Dungeon Family or told people Rico [Wade] was my brother prior to me getting my deal because I wanted to show what I can do on my own. I wanted to give my all and make things happen for myself. I didn’t want people to think I used my connects to get me here, I made my own connects, I made my struggle possible. I had to work for it, I had to get the streets behind me and drop mixtape after mixtape. People called up to the radio stations a million times but the radio was playing “Racks” before they were playing any of my music. At the time “Racks” came out my buzz was bigger than the song but radio caught onto “Racks” because another artist was on it. I don’t know what made them catch on to “Racks” but they still weren’t playing any of my songs. But I earned my respect over time, I showed people what I could do without telling them, I showed and proved. I didn’t have to say “…Can you please play my song?” instead, I went to the streets and I got the streets behind me. I wasn’t looking for a hand out, I went to the people and let them speak for me and they got me to the place where I am right now. The people were putting pressuring on the radio stations requesting my music and the it got to a point where it only made sense for it to be played.
Best industry advice you’ve received?
Stay consistent. Consistency is what makes a career.
What’s something you would do if you had no fear, or something that people don’t expect you would do?
I could see myself flying planes.
Stay current on all things FUTURE by following him on Twitter: @1future
Be sure to download his current mixtape “Streetz Calling” featuring the hot new single, “Go Harder”.
EP “Pluto” out January 2012!
Watch the music video for the smash hit Tony Montana below!
Special Thanks Courtney Lowery!
