"I made a transition from the thieves to the biggest executive Def Jam's ever seen." (Magnificient 2009)
When I first heard Rick Ross utter these words I couldn't think of what drug in the world he wasn't on to make such a bold statement.
The biggest executive Def Jam had ever seen was obviously this guy
And Rick Ross obviously wasn't hangin with the thieves because he was this guy
1. Established His Brand: M-M-M-M-M-Maybach Music. Unless your deaf or never heard a Ross song you've heard this crafty signature at the beginning of most his tunes since it was originally introduced on the track "Maybach Music" ft. Jay-Z. Ross is a branding monster. Who else would be able to survive a beef with 50 Cent (that he lost) and come out one of the biggest names in rap music. Establishing your brand is especially important when creating a musical dynasty. Fans have to fully understand and trust you as an artist before they can trust you as a co-signer of up & comer's. Unfortunately in hip-hop many people get this wrong. After a hit single, it seems any and everyone gets a label where they don't hesitate to put their aunties, cousins, brothers, best friends and baby mamas on...which brings me to my next point.
2. He didn't put his homeboys on: I have bolded and underlined this point because it is the NUMBER ONE mistake rappers make once they get a label. Loyalty is one thing, but putting your talentless friends at the forefront of your artist roster is going to make your talent assesment skills look sketchy. So yes, Gunplay does have a feature on Deeper Than Rap, and yes, Triple C's does have an album out (this may be your first time hearing this information) but these guys aren't the STARS of Maybach Music. Gunplay has slowly shifted to the back of the Maybach playing his role as label goon, more so than a credible rapper. Every group of people needs a goon, and who better for the position than a dude named Gunplay.
3. Did His Homework: When Ross began signing artists for Maybach, he did thorough research and sought after the most young, gifted, and talented artists he could find. It all started in 2010 when Ross declared on MTV Rapfix he wanted to sign Wiz Khalifa on the heels of his success with the "Kush & Orange Juice" mixtape. Although Wiz respectively declined we began to see the type of artists Ross was courting to build his empire. He was looking for MC's deeply rooted and respected within the hip-hop culture. Therefore, Ross signing struggling and heavily talented MC Wale to his Maybach imprint was a match made in heaven. Of all the rappers on his roster (outside of recently signed Stalley) Meek Mill, Pill, and Wale have all graced the XXL Freshman cover. This award goes to the industry's most promising talent, and the bawse his proven that even with his signature frames covering his face...he's got his eyes on them.
4. Represented for the Regions: This point is actually the differentiator in what may make Ross Hip-Hop's greatest CEO. Ross has snagged artist that not only represent multiple locations on the map, but are Gods in their respective hometowns. Name a person in DC who doesn't love Wale. Name a person in Philly who doesn't rep hard for Meek Mill. Grabbing artist on your label that have that type of hometown loyalty allows your message to spread further, and more people to tune in to what your labels got going on. Even when Jay-Z was establishing the Roc, outside of Kanye a lot of his artists were located in the East (Beanie Sigel, Amil, Young Gunz.......Memphis Bleek.) Ross's artists interweave from interstate to interstate hailing from D.C all the way to Ohio. Multiple sounds will be experimented with, amazing collabos will be created, and hip-hop heads around the globe will tune in to see what Maybach's cooking up. (Speaking of cooking, there are also rumors swirling around the web that Ross has his eyes on signing Lil B to his label next. #swag)
5. Kept the Momentum Going (Can't Stop, Won't Stop): Ross is currently on the "I Am Music" tour with Lil Wayne and guess what he's using the opportunity to do. You guessed it...promote his labels compilation album. Ross has stated in interviews that he wants the album to be like the old Ruff Ryders joints that used to bang in the late 90's. I think his vision is right on point. Every artist he's signed is a true MC. They're not commercial, they're not pop, and all of them can spit. If done correctly this could be one of the most amazing group albums we've heard in hip- hop in a while, and if this is a sign of things to come..it won't disapoint.
To conclude, is Rick Ross the greatest CEO in the history of hip-hop? That remains to be seen. Kanye has also been doing his thing from a CEO standpoint so only time will tell. I'm excited to see how this all plays out. With Shady Records, GOOD Music, and Maybach all sporting multi-talented rosters, it seems hip-hop is transitioning back to the times of the label posse that we all loved in the late 90's. And i'll be honest...I ain't mad at it.
Editors Note: With Ross's signing of Stalley i'm looking forward to their collab album. "Wash the Throne (Chopped and Unshaved)" to drop soon. #fearthebeard
damn based lord.
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