Revolutionizing Music On The Net

06/17/1999 4:00 AM, Yahoo! Music
Billy Johnson Jr

Public Enemy's Chuck D just signed 27 artists to his Slam Jam Records, which he plans to distribute through the Internet label Atomic Pop, the same label releasing his new P.E. record There's A Poison Goin' On.... He plans to release these artists' albums Master P-style: in the studio one day and available for sale the next.

Chuck wants to simplify the sometimes year-long process of producing, marketing and promoting records before release. "It's quite simple and inexpensive to make a record," explains the highly regarded rap artist who owns five recording studios with his partners. "It's very expensive to take it from that process. What that means is that the process has to be broken down by picking up on the vibe that was already hot."

The ability to put out records as quickly as the Sporty Thievz released "No Pigeons," a man's answer to TLC's broke-male-bashing "No Scrubs," excites Chuck. The strong response to "No Pigeons" warranted Columbia Records to make a video for "No Pigeons" and reissue the group's Street Cinema album with the catchy song added as a bonus track.

Generating exposure for artists via television, radio, and print remains a limited and often political battle. The Internet offers more opportunities for exposure, Chuck says. "The majority of rap does not get covered, does not get exposed to the marketplace," he explains. "The Internet is the perfect opportunity to circumvent television, radio, and print politics. It's a great time for independent artists who want to get put out without having to go through [all that]."

This independence gives artists more control of their music. When P.E. released their 1987 debut, Yo! Bum Rush The Show, no one told the group how to sound; P.E. served as their own A&R reps. But as hip-hop's increasing stake in the marketplace continues to rise, Chuck says artists are being directed to focus more on selling records than on expressing themselves artistically.

"I was in a real different situation," Chuck says of his signing to Def Jam Records, adding that co-founder Rick Rubin sought him for two years before he accepted in 1986. The label's interest and support gave him the room to record the type of music he wanted to make. "That really changed when Def Jam signed to Sony. [Public Enemy] were one of the few acts with Def Jam that all we had to do was turn in our record, and bam, when Def Jam was sold, we were thrust upon having to deal with Def Jam's A&R department."

Now Chuck would rather wade through the glitches of disseminating music over the Internet than deal with major-label policies. For that matter, difficulties some may have experienced while downloading P.E.'s latest album from the Atomic Pop website (www.atomicpop.com) does not discourage him. Downloading appears to be a temporary way of receiving music over the Internet, says Chuck, envisioning more practical streaming methods in the future. "The future might work like free TV," he speculates, "except on cable and TV, content is free. The adapter might cost something. My whole thing is that these things are changing."

One thing that isn't changing, Chuck maintains, is Public Enemy's revolutionary mindset. When P.E. emerged on the hip-hop scene, the socio-politically charged group, along with acts like Boogie Down Productions, set a precedent for hip-hop groups devoting all their energy to addressing the ills of the powers-that-be. Being the first multi-platinum act to offer an entire album over the Internet is just as pioneering, and Chuck says people should not be surprised.