Beyond Beats & Rhymes. An analysis of how to succeed in rap careers.

Today hip-hop is one of the most influential genres in music. Especially among global youths who consider it their favorite genre. With hip-hop becoming increasingly popular, one can expect many rappers to seek careers in the hip-hop industry. What, then, can we say about career prospects for aspiring rappers? While many studies exist that analyze music careers (such as Haynes & Marshall, 2018; Klein et al., 2017), analysis of hip-hop careers remains limited. Existing studies typically focus on messages in rappers’ lyrics (for example, Vito, 2019) or on describing local scenes (for instance, Reitsamer & Prokop, 2018). Not enough is said, however, about how rappers can lead successful careers. Therefore, this thesis aims to answer the following research question: How can rappers develop and manage a successful career in hip-hop? This research question is answered by conducting a thematic analysis of career experiences as communicated by industry experts. Including, but not limited to, successful rappers. Since accessing these industry experts in person is unfeasible, this research uses YouTube videos of interviews with hip-hop experts instead. The findings of this study identify three core themes among the experiences shared by industry experts that help describe how rappers can manage and develop successful careers in hip-hop. The first theme covers entrepreneurial orientation. It describes entrepreneurial attributes that rappers can use in their career management to establish themselves professionally in the industry. It is especially relevant at the start of rappers’ careers when entrepreneurial orientation is needed to overcome a lack of access to industry resources. The second theme, then, entails how rappers can leverage industry resources once they have gained access to them. It emphasizes the value of collaborating with other (preferably established) artists and forming strategic partnerships with companies in the industry. This being done with comprehension of financial and contract literacy within the hip-hop and music industries. Such literacy maximizes the benefits rappers can reap from partnerships. The final theme delineates the use of strategy in rappers’ artistic orientation. With emphasis on balancing audience-oriented content with artistic uniqueness. This will contribute to sustaining a marketable and profitable career. The study concludes with nuances related to the roles that entrepreneurship and major labels play in rap careers.