Background & Inspirations

• While modern technology and revolutionary mediums of music consumption offer a wide range of availability to international audiences and average fans alike, they have inherently lead to a decreased appreciation for most songs/albums released today. Unlike tangible mediums such as vinyls or CDs that would only be purchased/owned by true fans of the music, digitally downloaded music is often enjoyed and forgotten by average fans within the same year of its release.

• Within modern realms of social media especially, musical/artistic trends are commonly established through the widespread perception of what society dictates as popular at any given point in time - rather than the actual content of the project itself. As a result, the musical taste of our youngest generation is obstructed by the filter that social media - and the perceived preferences of society - has given them. Many of these young listeners are unlikely to explore and appreciate the full extent of the musical world neither past nor present, as they are discouraged from finding entertainment beyond to the popular genres of modern culture.

• Portraying music through this narrow lens of “popular culture” and momentary fame, social media sadly diminishes lasting appreciation for the true musical/visual beauty that thousands of artists create each day.

• While many members of the youngest generation today would rather download a mainstream song that went viral overnight - than the less popular song that truly speaks to them - modern spheres of media have regrettably begun to dictate the widespread popularity of most art forms. More than ever before, marketing and media visibility have begun to dictate success in the music industry - rather than genuine talent and artistic mastery. In attempt to reverse this flawed dynamic, we aim to create a community where both fans and artists can unite under a mutual celebration of true artistic talent.

• In our opinion, consumption of music should always reflect a personal love and excitement for the art itself. We must acknowledge the reality that modern art - especially HipHop - would not be the industry it is today without 20th century inspirations from various genres of music. While one is exploring a newly released album on Apple Music or Spotify, they should listen to the entire album - not just the select few songs with a star beside them.