Earn Your Leisure Podcast: How Lecrae Built His Music Empire
Episode Overview
Earn Your Leisure, hosted by Rashad Bilal and Troy Millings, delves deep into the financial and entrepreneurial journeys within the entertainment and sports industries. In the episode titled "How Lecrae Built His Music Empire: Secrets to Independent Success & Balancing Faith with Music," the hosts sit down with renowned Christian hip-hop artist Lecrae to explore his path to success, the interplay between his faith and music, and his strategies for building an independent music empire.
1. Lecrae’s Musical Journey and Faith Transformation
Lecrae begins by sharing his unique upbringing, highlighting the influence of his mother's free-thinking approach and the absence of a traditional religious environment. Despite growing up in Houston's Third Ward, his mother ensured he was a free thinker, exposing him to diverse philosophical and political ideologies rather than strict religious teachings.
Quote:
"Hip hop raised me, you know what I'm saying?"
— Lecrae [07:31]
His musical journey took a pivotal turn during his college years at the University of North Texas, where a Bible study invitation introduced him to faith. This spiritual awakening transformed his approach to music, leading him to blend authentic Christian messages with mainstream hip-hop, a niche that was previously unexplored.
Quote:
"I am authentically Christian, but I'm authentically hip hop."
— Lecrae [06:06]
2. Entrepreneurship and Building an Independent Label
Facing rejection from major labels for being "too Christian" or "too edgy," Lecrae took the entrepreneurial route by founding his own independent label. This decision was inspired by the Houston rap scene's entrepreneurial spirit, where artists sold music directly from their trunks, exemplifying hustle and self-reliance.
Quote:
"They said, it’s too Christian. Take it to the gospel label... So I said, oh, neither one of them want me. Let me create my own lane."
— Lecrae [11:25]
Starting with seed capital from partners, Lecrae navigated the complexities of setting up an LLC, trademarking, and building a brand from scratch. This hands-on approach allowed him to maintain creative control and stay true to his vision.
3. Marketing Strategies and Audience Building
Lecrae emphasizes the importance of understanding and nurturing a niche audience. By conducting focus groups and leveraging the power of social media platforms like YouTube and iTunes, he effectively transitioned from physical CD sales to digital distribution, catering to a younger, more tech-savvy audience.
Quote:
"If you're not engaged on social media, what they're telling me is they're not willing to do the work."
— Troy Millings [35:35]
He highlights the shift from traditional playlisting to the dominance of social media in shaping music trends, underscoring the need for artists to adapt to ever-evolving platforms to stay relevant.
4. Balancing Faith and Mainstream Appeal
One of Lecrae's significant challenges was balancing his Christian faith with the mainstream hip-hop culture. He strategically blended faith-based messages with universally relatable themes, ensuring his music resonated with a broad audience without alienating his core fanbase.
Quote:
"I want to take my people with me. Talk about the story of when you left the club and you was feeling empty."
— Troy Millings [54:33]
By creating songs that addressed common human experiences through a faith-based lens, Lecrae maintained authenticity while appealing to mainstream listeners.
5. Touring and Fanbase Development
Touring plays a crucial role in Lecrae's strategy for building a dedicated fanbase. He advocates for independent touring, starting with smaller venues to create intimate connections with fans and gradually scaling up as the artist's following grows. This approach ensures sustainability and fosters long-term loyalty.
Quote:
"You can't be afraid to start small, smaller venues... a little bit more, a little bit more."
— Troy Millings [42:17]
By investing in high-quality performances and engaging directly with audiences, Lecrae ensures that his tours not only generate revenue but also strengthen his community.
6. Spiritual Leadership and Mentorship
Lecrae underscores the importance of spiritual grounding and mentorship in his leadership approach. He incorporates spiritual retreats, prayer sessions, and Bible studies to ensure that both he and his artists remain connected to their faith, fostering a supportive and growth-oriented environment.
Quote:
"We're always in the people business. If you take care of people, they'll take care of you."
— Troy Millings [22:55]
This holistic approach to leadership ensures that the artists under his label are not only professionally successful but also spiritually fulfilled.
7. Personal Stories: Reconnecting with His Father
A poignant moment in the conversation involves Lecrae sharing his experience reconnecting with his estranged father after three decades. Through therapy and personal growth, Lecrae approached this reunion with forgiveness and understanding, emphasizing the healing power of faith.
Quote:
"If God can forgive me, how can I not forgive this man?"
— Troy Millings [69:00]
This personal narrative highlights the profound impact of faith on Lecrae's life choices and relationships, reinforcing his message of redemption and resilience.
8. Future Plans and Legacy
Looking ahead, Lecrae is focused on building a lasting legacy by creating opportunities for others and educating his community about financial literacy and investment. His involvement with Collab Capital aims to raise $50 million for Black entrepreneurs, reflecting his commitment to empowering others and fostering economic growth within his community.
Quote:
"Legacy is what you leave in people."
— Troy Millings [71:00]
By prioritizing education and investment, Lecrae aims to ensure that his influence extends beyond music, contributing to broader societal advancements.
9. Industry Insights and the Future of Hip-Hop
Lecrae and the hosts discuss the evolving landscape of hip-hop, addressing concerns about the genre's direction and the importance of maintaining balance between creativity and commercial success. They advocate for a revival of authentic storytelling and substance within the genre to prevent its decline.
Quote:
"Hip hop runs the risk of following the same pattern as rock and roll... there's no texture to it. It's gone."
— Troy Millings [51:44]
This discussion underscores the necessity for artists to preserve the cultural and lyrical integrity of hip-hop to sustain its relevance and impact.
Conclusion
In this insightful episode, Lecrae provides a comprehensive look into his journey as an independent artist balancing faith and mainstream success. From building his label and cultivating a dedicated fanbase to fostering spiritual growth and empowering his community, Lecrae exemplifies the intersection of entrepreneurship and authenticity in the music industry. His strategies and personal experiences offer valuable lessons for aspiring artists and entrepreneurs alike, emphasizing the importance of resilience, adaptability, and genuine connection.
Notable Quotes:
- "Hip hop raised me, you know what I'm saying?" — Lecrae [07:31]
- "If you're not engaged on social media, what they're telling me is they're not willing to do the work." — Troy Millings [35:35]
- "Legacy is what you leave in people." — Troy Millings [71:00]
- "Hip hop runs the risk of following the same pattern as rock and roll." — Troy Millings [51:44]
Stay Connected
To learn more about Lecrae and his endeavors, follow him on social media or visit his official website. Stay tuned to Earn Your Leisure for more in-depth conversations with industry leaders and trailblazers.