[HOST] In many ways, today it's both easier and harder than ever to become a successful
musician and sometimes it feels like stardom happens practically overnight, leading some
to believe that this is a grand conspiracy from a record label, then an artist is deemed
an ‘industry plant.’
Like in the case of Chicago’s JuiceWRLD.
He rocketed into the Billboard Hot 100 over the span of a few months in 2018 on the back
of his lovelorn hit “Lucid Dreams,” which led to a 3 million dollar deal and the “industry
plant” title on message boards and social platforms.
The logical reason for his success could be opportunity, talent and luck.
But for some hip-hop fans?
It's much darker than that.
[LEOR] The conspiratorial nature of industry plants suggest that there are puppet masters,
if you will, behind the scenes who are part of a nefarious plot to get these musicians
off the ground.
[HOST] That’s Leor Galil, a music reporter for the Chicago Reader and the author of “How
Did The Industry Plant Take Root?”
In it he writes quote.
Almost any rapper who experienced a sudden surge of popularity without help from a label
got slapped with the tag...
Essentially, the term “industry plant” is used to explain the sometimes unexplainable
around how an artist becomes successful and it grew out of message boards.
Like all conspiracy theories, they begin with a kernel of truth because a label’s job
*is* to make their artists successful - but beyond that, the industry plant theory can
go off the rails.
This is Rostrum Records Vice President of A&R, Nicole Plantin and Epic Records A&R executive,
Jermaine Pegues.
[JERMAINE] I heard industry plant was probably growing up, like in high school when I was
like real active on message boards [HOST] We spoke with them about how the idea
of industry plants aren't completely feasible and that's really all just artist development.
[JERMAINE] You're saying that, "Oh, we're going to hide this artist and then bring them
out and they're going to have a number one hit"?
Who controls if it's a number one hit or not?
[HOST] Development means sharpening an artist's raw talent and teaching them how to be an
entertainer.
As Salaam Remi, the legendary producer behind Amy Winehouse and more, tells it:
[SALAAM]...their studio skills over a long period of time.
To develop their performance skills and everything else.
[HOST] But the music needs to stick and sometimes an act’s rise is straight-forward.
For example, the Bronx’s Cardi B had two mixtapes, Gangsta Bitch Music Vol 1 & 2 and
then dropped “Bodak Yellow,” which became a number one single and led to the chart-topping
album, 2018’s 'Invasion of Privacy.'
She’s been open about working with writers like Pardison Fontaine and lashed out at a
commenter after being called a plant, saying quote.
YOU CAN’T NOT BUY THE GENERAL PUBLIC.
NO MACHINE NO MONEY CAN’T BUY THAT!
HAVING STADIUMS SING OUT YOUR SHIT YOU CAN’T BUY THAT!
In today’s world of meme driven songs, a song can rise from relative obscurity to the
top of the charts in a matter of weeks.
For instance, Texas singer Khalid’s 2016 Soundcloud hit “Location” found its way
into a Kylie Jenner Snapchat which helped it reach no.
16 on the Billboard Hot 100 and snagged him a deal with RCA.
He also faced "industry plant” allegations and shot them down, saying quote:
Don't be mad at me bc I work hard LMFAO you should work hard too
[JERMAINE] I don't believe in that term industry plant, because it's hard
work for each artist.
Some people it just happens faster for,
[HOST] Like in the case of Chance the Rapper.
He came on the scene in 2012 with “10 Day” and made waves in 2013 with “Acid Rap.”
But instead of signing a deal, he decided to stay independent and in 2016 released the
Grammy-winning “Coloring Book.”
To some, this all defied expectations and therefore Chance must be an industry plant
- but Leor believes they just weren’t paying enough attention.
[LEOR] I think it's pretty easy for anyone making the claim that he is a quote unquote
industry plant to completely overlook the years of work that he put into building up
his career.
But, faking independence does happen..
[NICOLE] Part of that strategy is, let's make this come across as if you emerged from SoundCloud
and this was all so organic Take Memphis’ Young Dolph, who sat down
with Genius in September 2018 and said this.
[DOLPH] I'm a part of the new wave the, the independent wave and it's like I know what
I'm doing I got something going on with it
[HOST] But in January 2019, Dolph walked that back, saying quote.
I have a confession.
I signed 2 deals in 2018 and signed a deal in 2015
So, why lie?
Well because as Nicole told us earlier, it’s all about positioning - and Leor agrees.
[LEOR] It's a marketing thing.
And part of marketing in some contexts is a lack of transparency.
[HOST] Rappers aren't the only ones called industry plants -- the term is very close
to the general term of “sell out” -- but the slur particularly stings in hip-hop
because of how the genre prizes being real.
[JERMAINE] I feel like that's the basis of the whole genre, is being authentic and true
to yourself and true to the story that you're portraying out there.
[HOST] This is why sometimes the contemporary process of breaking a new artist can leave
fans feeling a certain type of way.
[NICOLE] It's kinda like fake news, you can't tell what's what.
[JERMAINE] I don't think you can be considered an industry plant unless you're successful.
[HOST] But *even that’s* not always true.
[RAURY] Once people loved me.
I started getting called an industry plant.
[HOST] That’s Raury, who gained quite a buzz after releasing his Indigo Child project
in mid 2014 and he and his crew, Love Renaissance, signed to Columbia Records.
Raury’s sound was unique - channeling influences like Kid Cudi, Andre 3000, Queen and more.
[HOST] But for some, his music found success too quickly.
In early 2015, he was included in the XXL Freshman List where he famously wore a shirt
emblazoned with the words, “industry plant.”
[RAURY] It did not matter to me so much that I wore a t-shirt on my XXL shit that said
it like, fuck y'all call me an industry plant. I'll wear a shirt saying it.
[HOST] In 2015, he released his sole major label album All We Need, and it didn’t do
as well as expected.
He believes the “industry plant” label put would-be fans off of his music.
[RAURY] So some people who might discover the rumor before they discover the music and
discovering me come in like came towards me with the rumor are already in their head.
[HOST] In 2018, he left Columbia and later released “The Woods” for free on Soundcloud.
And according to him, he’s better off.
[RAURY] Raury wasn't never no damn industry plant.
Raury is one of the realest artist to ever come around.
[HOST] Industry plant is a slur that was born from a kernel of truth.
But if an artist makes music that resonates, does it really matter how they started?
[SALAAM] Every artist has the opportunity to do it it's about what comes out those speakers.
The music will last longer than your feelings.
[HOST] I’m Jacques Morel with Genius News bringing you the meaning and the knowledge
behind the music.
Peace!