How Kendrick Lamar and J.Cole Survive in the Music Industry Psychologically




By TENDAI




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Music is an unjust and unpredictable game were artists are not guaranteed to outlive or remain relevant for decades unless they discover a trick to create content that becomes our bread and butter. Kendrick Lamar and J. Cole are among top billboard and Spotify juggernauts who managed to survive in the music industry.

We can't put these two rap Gods in the same web together with other drug-bars rappers, they are way more superior. Two unbelievable things that confused millions of rap fans are the pathway and long term strategy they chose for the sake of their careers, which enables them to go through any obstacle or barricade.

Career management is the most essential part to focus on if you want to survive in the music business. For a guaranteed nobleness, You need to hire or surround your self with smart people as an artist. A lot of rappers managed to put their name in the public eye but a year later they were nowhere to be found.

We are going to take a look at some core factors that affect artist's music career by studying and analyzing J. Cole's and Kendrick Lamar's music careers and how they were able to survive for a long time in the rap / hip-hop industry. Longevity is a crucial factor to consider in music but its a difficult nut to crack.

Two aspects Cole and Lamar never got concerned about , charts and record sales. Record labels and some artists tend to focus more on these subjects, as it is the best way to recoup their investments and also to get their royalties from the artist. J. Cole and Kendrick Lamar knew that a quality body of work and showcasing their uniqueness to the world were the only perfect models to positive numbers of album streams and sales. You get paid more according to the quality of your project and your hard work.



How J. Cole and Kendrick Lamar survived in the music industry



Scarcity

According to the book "Influence: The Psychology Of Persuasion" written by Robert B. Cialdini, Peple tend to value you or your product more when your availability or the product availability is limited. Rareness, is one of the antidotes to enhance chemistry or rapport between a popular figure and the followers, indirectly. Cole and Lamar creates and strengthen the bond or connection between them and fans by withdrawing themselves away from social media, news or any other mass media stories.

Their fans will always be anxiously waiting or eager to purchase new products from them, hence, an increased number of record-sales. Scarcity gives the artists permission to invest more days in their pojects, to put their hearts and souls in their work so that their projects will be valuable and worth listening. These two stars have got no time to impress people on social media, they invest those hours into their projects.



Non-continuous release of projects.

As aforementioned, one best way to create a long-lasting classic album is by putting in more months and years into your work, carrying out deep research for your projects and implementing new concepts. Continuous release of albums, singles or mixtapes month after month means there is less focus and effort on quality. What do J. Cole and Kendrick Lamar do to avoid releasing rubbish?. They take three or more years to produce one album .

"To Pimp A Butterfly" is Kendrick Lamar's third studio album which was released in 2015. He gave himself a two year working period after TPAB and then he released his 4th studio album, "DAMN."."4 YOUR EYEZ ONLY",J. Cole's 4th studio album was released back in 2016 and then he released "K.O.D (Kids On Drugs)", in 2018. Another two year working space. He gave himself another three-year working period again and then he released "The Off-Season ".



They deeply connect and relate with their fanbase

For instance, the only way a noble class can connect and build a relationship with the lower class individuals is to be humble and embarking lower class lifestyle. J. Cole and Kendrick Lamar (especially Cole) knew that the only way to form a deep connection with the lower and middle incomers is by not being extremely authoritative and flossy but to be humble and being aware of the needs or day to day problems faced by these people. They are not interested much in gold / diamond chains and watches, like what other rappers do. They act like slummers but they make up the top 5 list of the most paid rappers according to Forbes.




Consistency and fighting against comfort

Consistency, is the only factor that differentiate a world class artist and an average artist. Consistency, is the only cure to deterioration. These two stars have always been performing at the highest level since 2010s. In his documentary that he released back in May, 2021, J.Cole emphasized a lot about fighting against comfort. He realised that relaxation and comfort are the enemies of success.

Not Cole only, some other successful figures like Elon Musk spoke negatively about relaxation. He told people that nobody can change the world while working 40 hours per week. You need more than 40 hours a week to craft a world class product. What kept Cole and Lamar relevant for years is they never had a limit in terms of content quality, they kept on aiming for new heights, carrying out market research and deliver their content accordingly, in an outstanding and motivating way.



Building a reasonable number of die-hard fans who support your niche

For one to surely survive in the music industry, specialize in a particular narrow section of a certain market so as to create a fair number of die-hard fans who always supported that certain niche. There is no need to please everyone and no one has done that successfully. People of your niche will always be loyal to you. They are the ones who promote, support and spread your products to the world whether you are down or you are trending. J. Cole and Kendrick Lamar had this agenda on their wishlist from the very start. Their loyal fan base will always support, promote and being loyal to them for the next 20+ years.



Improving artistically

In each and every sector, experimenting, trying to implement new tactics is one of the secret keys to success. Lack of freshness leads to your downfall. Jermaine and Kendrick always mature both lyrically and in production. They strive to introduce new sounds, new flow, new video concepts in each and every way and as a result thier products are always changing the music wave. They always try to improve artistically. They don't ride or get engaged in any trending stunts, they set their own footprints.



influential Lyrical Content

It only takes a proper Twitter or Facebook campaign and a good writer to influence millions of people besides being engaged in sporting activities, acting or politicking. This is one factor that reinforced K.Dot's and Cole's prestigious seats in the music industry. You get idolized based on your lyrics.



Visionary

In any business, the big cheese always start with a vision, a clear goal where the company should get to and then he or she purchase the tools and resources needed to successfully get there and without doubt they land on their dreams. Same as Lamar and Cole, they had a clear vision where they wanted to get. Most rappers tend follow someone's footsteps. Cole and Lamar worked hard and originated their own path ways.








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