3 Benefits to Having a Mixtape Host

“If you coming out with an album, the mix CD is a way to introduce yourself to the world,” Bigga Rankin once said in an interview we did in 2005, around the time he first started the RNR mixtape series. The statement struck a strong chord and changed the way I saw the promotional value of a mixtape.

Mixtapes soon became full time work for me as I saw the opportunity to help up-and-coming artists get exposure they weren’t otherwise getting on their own. Through DJ Scream (Hoodrich Radio) and DJ Teknikz (Street Executives), I learned the ropes on how to use the mixtape to break new artists. I would go on to promote mixtapes by Future, 2 Chainz, Gucci Mane, Plies, Jeezy, Rick Ross, Waka Flocka, Lil Baby, and hundreds more artists. I was also the editor of OZONE Magazine’s DJ issue so I was exposed to all the new mixtapes by your favorite DJs.

The Traps N Trunks mixtapes were the first mixtapes I “A&R’ed” and the creative process taught me how receptive fans are to music when it’s presented by a credible source. The TNT tapes are still going strong over 10 years later and the projects we did in the beginning are classic fan favorites to this day.

In Billboard’s The Evolution of the Mixtape: An Oral History With DJ Drama, Drama breaks down how the mixtape game has shifted over the years — evolving from the DJ era, to the street album era, to blog era. Nowadays we are seeing less mixtape hosting because artists are taking their music straight to the internet themselves and skipping the promotional process. What they don’t realize is they’re missing opportunities.

While the mixtape business has drastically changed since its inception, one thing will never change: two heads are better than one. Listeners love collaborational efforts — it breaks up the monotony and stimulates more interest.

I am still and will always be a huge advocate of the mixtape…because they WORK, especially for introducing new artists to a large niche audience.

Here are several reasons why partnering with a known host can have a huge impact:

1. 1. Influence of a “Borrowed Audience”

A known host / DJ already has a fanbase eager to be influenced by their favorite music tastemaker. This audience is loyal and trusts the opinion of their host. For this reason they are more likely to listen to new music they’ve never heard before if it comes from someone they know and like.

A potential added bonus, many DJs and hosts work in nightclubs and music venues. This could lead to paid shows for the artist, or at least some good promoter connections. The audience is more likely to buy tickets as well as stream the music.

When it comes to P.R. and media exposure, pitching a project for placements is often easier if the project is coming from a familiar source. In my experience, indie artist solo projects are much more difficult to get seen without a host.

If the media gets behind a project, that’s when the artist gets REAL AUTHENTIC TRAFFIC.

Introducing an artist to an already built-in fanbase is one of the best promotional tools an artist can use to grow their following.

2. 2. Expertise

DJs and hosts have systems. They know how the business works and can consult throughout the entire mixtape creation and promotion process. Their experience has gained them valuable technical skills as well. Putting out music requires a lot of tech savvy that takes trial and error to learn. Most new artists can benefit from having a host put out their music so they don’t miss key steps or make costly mistakes. This can save a substantial amount of time, energy, and money.

Along with the technical aspects, DJs and hosts have a good ear for music. They know what fans want. They know which songs sound good together and they can often help with single selection and even getting together production, features, and graphics.

It makes less work for the artist in the long run. The artist can focus on creating music and the host generally handles the post-production and organizational aspects (depending on the artist’s budget).

3. 3. Connections

DJs and hosts have influential industry friends. You never know who is following the host on social media and may see the projects they’re promoting. 

The host’s network is just as important as their tech, music, and entertainment skills. They can often get good pricing rates on services such as graphic design, advertising, and other promotions. They usually have many contacts in many facets of the music business.

Remember, they’ve been doing this a long time. Chances are they are well-connected. As they say, “it’s all about who you know.”

Remember mixtapes are about crawling before you walk and walking before you run. Rushing out an album before laying a foundation first is one of the biggest mistakes an indie artist can make. Prime the fans first and get them ready. Test the music and marketing systems. Mixtapes are a great way to get your weight up before the album drops.

For more information on mixtape placements and hosting follow us on IG: @msrivercity & @trapsntrunks (I specialize in DJ/media connections & P.R. consulting — K Dough is the TNT mixtape mastermind and promo genius.)