You may be familiar with the idea of disruptive technology or disruptive innovation, but if you’re not well define it quickly using wikipedia:
A disruptive innovation is an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leading firms, products and alliances. The term was defined and phenomenon analyzed by Clayton M. Christensen beginning in 1995.
We want to adapt this definition to beatmakers and producers and introduce the idea of the “Disruptive Producer”. So exactly what is a disruptive producer? Just like disruptive innovations, a disruptive producer also creates a new market while displacing established producers, production products, and industry alliances.
You might not realize it yet, but you have already encountered these types of producers and beatmakers in the wild. When presented with their music (production) combined with unique content or experiences (think visuals, stage performance, etc.) they completely challenge your ego, forcing you to question what really constitutes “DOPE”. You will find yourself immediately reevaluating your own production, gear, techniques, marketing, network, relationships, etc. Disruptive producers always come out of nowhere and are almost always of the “bedroom variety”. You’re completely unfamiliar with their body of work and will quickly find yourself going down the research rabbit hole to find out more. The impulse to add them on social media or to your Spotify playlist will over take you. The Disruptive Producer challenges every belief you had about what a Super Producer actually is.
The Disruptive Producer has the ability to infiltrate tightly held industry positions while cultivating their following and harnessing its unlimited potential. Their come up can only be explained by the fact that they challenged the status quo (including you).
You must strive to become the Disruptive Producer because it the only way anyone will ever give a fuck about you or your craft. It is the ultimate viral marketing meme for beatsmiths in 2017 and beyond.
What are you waiting for? Become disruptive.