Interview with YNG-ROBB!

By Sadé Champagne

YNG-ROBB, born Robert D. Williams on December 1, 1986 in Long Beach, California, spent most of his childhood in his grandmother's home in Las Vegas. Even as a child, YNG-ROBB seemed destined for a successful career in the music industry. YNG-ROBB's path to the stage has been peppered with challenges along the way, however. The death of his big brother Dion when young Robert was only 4 left a scar in the young boy's heart that to this day has not fully healed, and difficulty adjusting to high school life found the teenager turning to the gangster culture of drugs and violence as his only way of coping. By the time he was 18, Robert knew that the wages of his life of guns and drugs would be death, so he decided to turn away from that life and use his talent for rap to tell his story and give hope to others considering the gang banger's life. Now known by the name YNG-ROBB, he follows his heroes in the hip hop industry as his role models to lift others to achieve more with their lives. Faithful to his church and committed to his schoolwork, YNG-ROBB emulates such heroes as Grand Master Jay, Run-DMC, Snoop Dogg and others who have turned their lives around. YNG-ROBB is currently appearing at various events around Southern California and aspires to bring hope and joy to others facing hard choices in their lives.

Bio courtesy of R.K. Records

It was a pleasure interviewing YNG-ROBB via email! :-)

Sadé: Please tell me a little about how and where you grew up.
YNG-ROBB: I lived a regular hood life surrounded by poverty-with more choices to do bad instead of good.

Sadé: When did you first take interest in music?
YNG-ROBB: When I realized people remembered the words of their favorite artists songs', such as my mother singing in the kitchen while she was cooking.

Sadé: Who has inspired you the most in your career? Please name a person inside the business and someone outside of the business.
YNG-ROBB: Someone that was in the business, Tupac Amaru Shakur, because in one of his interviews he said, "If I can't change the world, I guarantee to spark that somebody's brain to change the world", and I felt he sparked my brain to change the way music is projected to the hip-hop spectators. Outside the business Alton Lynum, because he taught me most people respect you when you keep a professional image.

Sadé: When did you know that you wanted to pursue music for the rest of your life?
YNG-ROBB: At the age of 15 I made a set decision that I was going to be the GREATEST rapper that ever touched a microphone, by learning from all the greats mistakes (in order to become the best)!

Sadé: What is the best advice that someone ever gave you about following your dreams?
YNG-ROBB: If you think you can you can, but if you think you can't you're right", quoted by Mary Kay Ash.

Sadé: What is the best advice that you would give someone about following their dreams?
YNG-ROBB: "WHEN YOU ASK FOR SOMEONE'S HELP, YOU GIVE YOURSELF A LIMITATION ON WHAT YOU COULD HAVE DONE ON YOUR OWN." quoted by me Robert D. Williams. Because if you think about it, your opinion is what counts, but when you ask for help you degrade your opinion and take in to consideration the next persons opinion, (which is not wrong) but asking for help sometimes gives you a limitation on using your own mind ability of thinking.

Sadé: Were there ever times that you felt like giving up on your dreams? Tell me about one of those times.
YNG-ROBB: Plenty of times that thought ran through my mind from people not purchasing my promo demo, or even when I was just rapping for free and not getting paid.

Sadé: What kept you from giving up?
YNG-ROBB: God, and also every time I hear a new person compliment me and let me know that I'm the best rapper they've heard so far!

Sadé: What do you think of the music industry today? Do you feel that it's taking a turn for the better or worse?
YNG-ROBB: It's a gimmick. Instead of taking time out and really critiquing the genre of music that we call hip-hop, people are just taking words, throwing it on a beat, and calling it a song. Now in 2008 I feel the music industry has taken a turn for the worst.

Sadé: What are the steps that you took to make your dreams come true?
YNG-ROBB: The steps I took to manifest my dreams are first and foremost believing in God, secondly taking my time critiquing my music before I consider it being a song, and third keeping my confidence at the highest peak and staying prepared for constructive criticism.

Sadé: What are some positive words or sayings that you live by every day?
YNG-ROBB: When you learn to appreciate, you learn the real meaning of living life, and that's something I do daily in order to keep my mind focused.

Sadé: Do you consider yourself to be a role model? If so, do you like being one?
YNG-ROBB: Of course I consider myself a role model. If you haven't heard, my music consists on enlightening teens to get through peer pressure, and also to think about the consequences (if they do decide to follow in the wrong direction).

Sadé: Take me through a studio session, and tell me what your recording process is like.
YNG-ROBB: Before I walk in the studio, the song would be complete within my head! I'm what you call a one take artist...I train myself to memorize my rhymes as I write them down. So in the booth I never have to recite from a piece of paper unless I just wrote it within that studio session. The reason I do that is because I dislike songs that sound like the artist was reading from a piece of paper...it takes away the emotion and feeling from the song.

Sadé: Do you write your own lyrics? Please explain to me what your writing process is like.
YNG-ROBB: Yes, I write my own lyrics, but the process is kind of out of the blue. I could just come up with a hit song while I'm sleeping!

Sadé: Do you remember the first time you recorded a song in the studio? Please take me back to that time.
YNG-ROBB: Yes I remember it like it was yesterday! I was 15 years old and I lived in Long Beach, CA. My next door neighbor invited me to his studio and offered me a beat (if I could come up with a song). It took me 1 hour to come up with a concept to the song, but it took my homeboys days to finish their verses. So I took it upon myself to complete the song as soon as possible and get in the studio to record. The song was called "I'ma Hustla' Baby". The feedback on the song wasn't so great, but many people let me know I gave the most energy and originality to the song. That's when I realized I write faster and record better then most of my peers.

Sadé: Who is the first person/people you ever performed for? Please take me back to that time.
YNG-ROBB: I was 16 years old when I performed for Hillary Duff's manager, Andre Recke, from Disney Records. I did a private audition in the Millennium Dance Complex. It's really not too much to talk about. I just performed 3 live songs to give him an insight on my stage performance skills.

Sadé: How can an artist stay focused and not let the audition tension psych them out?
YNG-ROBB: Prepare like it's a test! Study your craft before you consider yourself being ready to audition.

Sadé: Almost every entertainer nowadays is not only a Rapper, but also an actor, spokes model, producer, and has many many other business ventures. Do you want to do the same things as well?
YNG-ROBB: Yes, I would love to be considered a great actor one day, own my own company, and eventually learn to produce my own music.

Sadé: That brings me to my next question. Out of all your crafts, which one is your favorite? (rapping, producing, playing instruments?)
YNG-ROBB: Eventually being a CEO of my own company, but for right now my favorite is entertaining music lovers as a hip-hop artist.

Sadé: What are your pre-performance rituals?
YNG-ROBB: First I have to make a phone call to my creator, which is my mother. Second I say a nice long prayer appreciating the things God blessed me with, and if I still have time I like to do 20 push ups before I get on stage.

Sadé: Do you get performance jitters? If so, how do you get rid of them?
YNG-ROBB: Before I get to the show I love to rehearse and visualize that its billions of people watching me! So by the time I step in front of a crowd of a thousand, I'll already be prepared for the constructive criticism.

Sadé: A lot of rappers talk about how much they financially struggled, especially on the way to their dreams. What can an artist do to make sure that they are able to accomplish their dreams and not have to financially struggle at the same time? Or is it unavoidable?
YNG-ROBB: I believe it's whatever you feel you could do because if you want to live a good life, you have to take yourself out of the negative to receive the positive feedback you need in order to accomplish your dreams.

Sadé: How important is the internet to an artist's career?
YNG-ROBB: The internet is a necessity for promotion for the artist, but I feel like its not more important then writing/composing your music that everybody can listen to (even if you're a different race or gender; not just one set culture).

Sadé: Do you think that internet sales may be more important than album sales these days?
YNG-ROBB: Yeah it's cool for fans to purchase the album from their Apple I phone, lap top, or home desktop, without having to go to the store. The industry is different from how it used to be. You can make over a billion dollars if you're a good artists nowadays!

Sadé: How can a artist master their skills? What are some of the tasks they can do daily to improve their flow, breath control, and fluidity?
YNG-ROBB: Take a song that you know every word to, and rap it as if you were the person that wrote the song.

Sadé: What do you think of reality TV shows like American Idol, So You Think You Can Dance, and Dance War? Do you think that these shows shine a good or bad light on performing artists? Why or why not?
YNG-ROBB: Reality shows are nice for exposure, but it shines a bad light on performing artists. First off, the producers and directors are looking to get paid through ratings, and it doesn't matter how good you are, you're just a "crash dummy" in order to keep the show running!

Sadé: What has been the highlight of your career so far?
YNG-ROBB: The highlight of my career so far is being managed by Grand Master Jay from R.K. Records. Also having a real biography, head shots, and a demo to submit to record companies.

Sadé: What career goals are you still trying to achieve?
YNG-ROBB: I'm still trying to achieve a record deal with a big time record company.

Sadé: How can your fans stay in contact with you and up-to-date with what's going on in your career?
YNG-ROBB: http://www.myspace.com/1yngrobb and that's the official Yng. Robb music myspace site

Sadé: Thank you so much for your time Yng Robb!
YNG-ROBB: No thank you! I appreciate everything you're doing for me.
"& also A 100,000.00 blessing's to you & yours"

Def Leppard Launches "ROCKZIMITY MARKETING"

Def Leppard proves once again they are pioneers not only in music, but now, as leaders in the digital age, through a strategic partnership with Mobile Marketing Firm Ace Marketing & Promotions Inc. On August 23rd at the group's concert in Detroit, MI at the Joe Louis Arena, Def Leppard will introduce their "ROCKZIMITY MARKETING," a Bluetooth & Wi-Fi proprietary marketing technology, only from ACE Marketing & Promotions Inc.. Ace Marketing will power the delivery of exclusive content direct to the fans of Def Leppard, via Bluetooth and Wi-Fi enabled "Hot Spots" at the show.

For the first time ever in an arena environment Def Leppard fans will be "Welcomed to the Sparkle Lounge" upon walking through the main entrance of Joe Louis Arena. They also can get a message that enables them to "Win A Trip To The Sparkle Lounge" after the show. Fans will also receive select discounts on merchandise adding a third layer of value for the Def Leppard fan.

Def Leppard lead singer, Joe Elliott, said of the program, "You have to differentiate your music in today's industry and how you introduce things to your audience. This is the direction for the future of the way fans connect with artists, it also adds another dimension to our live performance by getting the fans involved from the moment they walk though the door -- literally."

Matt Gaines, Sr. Vice President of Marketing for Ace Marketing & Promotions, stated, "We are proud to partner with Def Leppard on this ground breaking initiative. We love firsts, this is a first for Rock music and a first for the fans of Def Leppard. It doesn't get any better than this. So come to the show with your Bluetooth visibility enabled, and experience 'ROCKZIMITY,' you could win a trip after the show to meet Def Leppard in 'The Sparkle Lounge.'"

Def Leppard's "ROCKZIMITY MARKETING," will be activated at key HOT SPOT locations in and around Joe Louis Arena. Upon arrival at the venue, signs will direct fans to enable their Bluetooth or Wi-Fi signal on their mobile device. Once fans are visible to the zone, they then will receive a message from the band. Upon accepting the message, fans will instantly begin receiving exclusive content from Def Leppard. There will be no cost to a fan, data charges or minutes of service incurred for content.

Warner looking for bigger video game payout

Click image to enlarge.

Warner Music Group boss Edgar Bronfman Jr. wants a bigger cut of the booming business around video games like "Guitar Hero" and "Rock Band," setting up a showdown over money with their makers Activision and MTV.

Bronfman yesterday threatened to stop issuing song licenses for games that allow users to pretend to be rock stars if the revenue-sharing model for the games doesn't improve for the music business.

"The amount being paid to the music industry, even though their games are entirely dependent on the content we own and control, is far too small," he said. "We need to be very careful that [we] do not allow an ecosystem to occur where we are not properly compensated."

Bronfman - wary of creating another Apple or MTV - told analysts yesterday he wants higher royalties both for the use of Warner songs in the games as well as for what Warner collects in the sale of songs downloaded to video game consoles, calling the fees the label currently receives "paltry."

Bronfman's comments come as Activision's "Guitar Hero" has blossomed into a $1 billion franchise, and "Rock Band" is anchoring the game ambitions of MTV Networks, which owns Harmonix, the game's developer.

"The industry as a whole needs to take a very different look at this business and participate more fully and in a much more partnership way," he added. "If that does not become the case, as far as Warner Music Group is concerned, we will not license to those games."

Activision did not return calls for comment. MTV declined to comment.

Sales of the latest edition of Guitar Hero, "Guitar Hero III," total more than 8 million units, while "Rock Band" sales are north of 2.5 million.

"Rock Band" has also sold more than 18 million additional song downloads for the game at $1.99 each.

Sources said while the issue is unlikely to impact the licensing of songs to "Guitar Hero World Tour" and "Rock Band 2," both due later this year, Warner is likely to withhold music it controls for uses in any artist-branded versions of the games in development.

In a new trend, Aerosmith recently released its own special branded version of "Guitar Hero."

A number of other classic bands, including Warner acts like Metallica, are reportedly in talks to do similar deals.

Music-industry sources complain that while video-game makers have been discussing revenue-sharing deals with artists for their names and likenesses - including up-front advances in some cases - labels have not been offered similar participation opportunities for song licenses.

Meanwhile, Warner yesterday said third-quarter revenue increased 5 percent to $804 million, while it narrowed its loss to $9 million from $17 million.

Digital revenue grew 39 percent to $166 million, representing 20 percent of the company's total revenue.

Shares in Warner fell 17 cents, or 2 percent, to $8.27.

CD Baby Sold To Disc Makers

From Hypebot:

Derek Sivers has sold online indie retailer CD Baby to CD manufacturer Disc Makers. According to Sivers' blog:

"...new projects are exciting me so much that I decided to hand over CD Baby to someone that’s going to make it better than ever for you. I chose Disc Makers as the new owner because their president Tony Van Veen has been one of my favorite people for years..."

"The CD Baby staff, location, name, and everything else will stay the same, but I think you’ll start to notice more attention given to improvements that help you sell more music."

Sivers revolutionized how d.i.y. artists sell music simply by charging then fairly and paying them weekly. It's not clear exactly what Part II for Sivers will be, but its sure to be both music related and interesting. There are some hints here. My personal favorite is Muckwork. It's "Four Hour Work Week" meets the music business and I'm already on the waiting list.

ReverbNation Lets Musicians Add Press Clippings to Any Website

ReverbNation, the leading Marketing and Promotion Platform technology for Musicians, Labels, Managers, and Venues, today introduced the ‘Press Widget’ to over 215,000 Musicians and Bands that use ReverbNation applications to enhance their social network pages (MySpace, Facebook, Bebo, etc), homepages, and blogs.

The ‘Press Widget’ allows Artists to aggregate accolades from the media or fans into one place, and then deploy them to all of their other sites. Artists can add an unlimited number of clippings, with each one containing a link back to the original source for fans to read more. The deployed widget can be customized to match the color of any webpage, and will update in real time when the Artist adds, edits, or removes old clippings. The widget has smart word detection, which rotates clippings at a slower speed for long quotes and a quicker speed for short quotes, timed with the fan's ability to read them. Typical of all ReverbNation widgets, the 'Press Widget' can easily be shared by fans or made the object of 'Street Team' missions that incentivize the most rabid fans to spread it virally.

“Reviews and peer opinions are incredibly important for musicians. Often times, a well-placed quote from a credible source can be the difference between a potential fan actually engaging with the music, or just passing by,” said Jed Carlson, Co-Founder and COO of ReverbNation.com. “But all the super reviews won’t mean anything if they aren’t actually seen by fans or potential fans. The Press Widget can’t get you good reviews, but it can help you showcase the ones you do get.”

The Press Widget is FREE for any Artist, Label, or Manager to setup, and only takes seconds to deploy it to other sites. ReverbNation tracks the Press Widget, reporting back to the Artist how many times it has been viewed, clicked, and shared.

For more info on the Press Widget, and all ReverbNation widgets: ReverbNation Widgets

CD Sales Down - Releasing Digital Projects Only - The Future

Faith Hill's Mozes-Powered Listening Party

Mozes ( www.mozes.com), the service that connects people to what they love from their mobile phones, is powering a mobile listening party for five-time Grammy(R) award winner Faith Hill. The mobile campaign lets mobile fan club members get an exclusive preview and offer feedback on cuts from the multi-Platinum-selling country star's new Christmas album "Joy to the World," which will hit stores on September 30th.

The "Christmas in the Summer" campaign makes one new song from the upcoming album available exclusively to members of Faith Hill's "mob," or mobile fan club, each week. Fans can listen to the cut and call Faith's Mozes line at 615-823-5605 to leave messages with feedback about the music. The campaign has run since June and will continue right up until the album's release date. The album's first single, "A Baby Changes Everything," will be the final song that mob members hear before the album hits stores.

"When it came to deciding how we would promote Faith's new Christmas album, we realized that getting fan input right from the beginning would be crucial to creating early excitement about the new release," said Genevieve Jewell, New Media Manager at Borman Entertainment, Faith Hill's management company. "The listening party has given us a chance to connect fans directly with Faith and her music, all through a service that fans can trust to be spam-free and totally permission-based."

Faith Hill is among several leading artists from a wide variety of musical genres, including Wu Tang Clan, Teddy Geiger, Danger Radio and others, who have made Mozes listening parties an important part of their pre-release marketing strategies. Mobile listening parties give fans exclusive access to new artist content and have led to explosive growth in mobile "connections" by means of the Mozes service.

"Listening parties like Faith Hill's are an excellent example of how mobile is changing the way that artists interact with their fans and generate revenue opportunities," said Chad Schultz, director of business development at Mozes. "Our trusted service gives fans a feeling of exclusive access to new artist content, while giving bands and labels easy-to-use tools to create engaging mobile experiences for their audiences."

Listening parties are just one example of the many features that bands, brands, sports teams and others are integrating into their Mozes campaigns. Trivia contests, exclusive mobile-only concert tickets, mobile scavenger hunts and rich media exchange are some of the other innovative approaches that marketers have created using Mozes.