Video interviews with Jay Smooth:
http://www.prohiphop.com/2007/09/nyoil-jay-smoot.html

Prohiphop article on the marketing behind 9th Wonders:
http://www.prohiphop.com/2008/02/nyoil-on-market.html

“I truly believe that what is considered hip hop press is at a cross road and I’d like to be the sort of artist that was innovative and NOT pragmatic about working with Bloggers and Websites with the same intensity and interest as Major labels work with commercial radio and print press.”

“To this end I am doing the following: For all interested parties I will be releasing a new mix CD for free download hosted by the BLOGS and the Websites that are interested in posting it...”

“On average most hip hop blogs that covered my work posted at least 2 of my videos and did an average of 3 pieces on me on their own strength. This go round I would like to be able to work in tandem with you guys to create a strong consumer offering and also set the precedent that Artists (especially Indie artists) can really benefit from a symbiotic relationship with NEW MEDIA PRESS.”

Though ProHipHop declined to participate in the download process, preferring to link to the sites and blogs that are hosting the project, I took the opportunity to ask NYOIL to share some of his thoughts on his approach to marketing 9 Wonders.

From NYOIL’s email on marketing 9 Wonders:

“The overall idea of this technique is a take on the Ford Business model “I’d rather sell a million cars for a dollar than 1 car for a million”.  Basically it is about creating partnerships with multiple websites that reach a concentrated set of people. Generally Blogs and bloggers are opinion makers with solid followings. 2000 here 4500 there after a while i have 40 thousand focused views on my project at minimal cost. In fact at no cost beyond that of producing the Digital EP.”

“Knowing the nature of the net, many blogs run off RSS feeds. So if you have a relationship with the right blog then you have a proxy relationship with 5 others.”

“Now it would have been a fool move for me to spend X amount of dollars petitioning XXL or a rag like Vibe for some sort of ad that would run for the duration of the month and would get lost amidst myriad other ads. It isn’t affordable.  or sensible.”

“There has to be an innovative approach to marketing adopted by indie artist to prosper in this new media world.”

“Also notice the entire tactic of the project.”

“After a “Rumor” hit the net about NYOIL vs 9th Wonder that implicated some sort of animosity. Behind the scenes i create relationships with blogs. Once they are on board… I released my press release detailing the project.”

“I marketed on various levels bro.”

“The project itself is a marketing ploy. Wait.. let’s not get it twisted this is a solid heartfelt body of work, but i am not only an artist i am a marketing strategist. So, I do a “Digital EP” what the hell is a digital EP?? LOL. it’s marketing. I change the name of my product to create more value and a sense of quality for the fans. I associate the product to a well established producer and by proxy to whomever else he is affiliated with (ie Little Brother, Boot Camp, Buckshot)”

“If the product is as good as I know it to be then I have now marketed myself as an artist to work with. 9th Wonder has to engage me because of the movement i am creating right under his nose. That presents opportunity for my lyrical products.”

“The beautiful thing is that it’s a symbiotic situation for myself and the associated Blogs. It legitimizes some, and gives them an elite aura. Knowing this industry, what works for one is emulated by all. That means theoretically I will be responsible for opening the flood gates to a new viable marketing technique that will put a lot of money into a lot of cats hands”

“and that is good business bro. Not only creating opportunity for oneself but creating opportunity for your business partners as well,”

“I’m just waiting for cats to recognize my intellect and genius and offer me some real bread to consult them on their marketing plans.”

“(and that’s me marketing my consulting company.. LMAOFR)”

And from this PHH article on Hood Treason:

http://www.prohiphop.com/2007/04/hood_treason_ny.html

Clyde had some reservations about the approach:

NYOIL is taking a hardcore niche approach with both his art and his interactions with the public.  Such an ideals and issues based emphasis should ultimately build a committed base of support that will be with him whether or not he ever drops hits.

Hood Treason seems to be doing well on Amazon but it will be interesting to see how well it does overall since I get the impression that it doesn’t have a lot of infrastructural support.  However, combining local promotion in the NY area with online promotion can be a pretty potent combination, especially when focused on a niche market, so he may surprise some folks.

NY Oil offered a firsthand clarification in the comments:

Not for nothing.. I really enjoy reading this particular blog/site.. as it looks at the marketing approach and such.
Just a quick insight:
The album had an internet release last month
the INSTORE release is actually June 26th with endcap and poster sales support
The internet pre release was to create an opportunity for real world buzz to generate off my initial base support.
Also I will have made appearances on BET’s Rapcity (june 2nd) and of course the album release party to help create industry buzz (something i really give a fuck about but know how that goes)

so anyway.. keep an eye on me .. and feel free to ask me at any point about my marketing strategy.. it is important that this information be freely shared with other indie artist so we can emancipate ourselves from the yoke of Corporate Hip Hop