In the ever-changing landscape of the music industry, Dangerous Rob has navigated his 35-year career with two steadfast principles: authenticity and consistency. As he elucidates in his conversation with Shah Cypha, these principles have been paramount for his longevity and resonate deeply within his artistic journey.
“My inspiration comes from, you know, being from Tulsa, Oklahoma, we really don’t have any major record labels, you know, in Oklahoma that support hip hop music. So I’m inspired to continue to build and grow”, states Dangerous Rob. This commitment to his roots and dedication to his original style—what he calls “middle ism” due to his mid-America origins—distinctly separates him from the mainstream.
Authenticity serves as a double-edged sword for Dangerous Rob, both grounding him in his Tulsa roots and propelling his career. His refusal to conform to transient musical trends showcases a unique authenticity that resonates with his audience. “I always stuck to the script, you know, my own moan style… just being true to myself, and I think because of that, I’ve been able to… separate myself with, you know, authenticity.” he notes.
Consistency in promoting his unique sound over three and a half decades has seen Dangerous Rob outperform many younger, trend-chasing MCs. His career is a testament to the longevity that authenticity and consistency can offer in the hip-hop industry.
Building an International Fanbase through Originality
Dangerous Rob’s influence spans beyond the United States, reaching shores in Japan, Germany, Austria, and the UK. His ability to tailor his performances and music to a diverse audience without losing his authentic touch has been crucial.
Speaking about his global reach, he emphasizes, “I’ve been able to, you know, reach fans all across the world… just being original, and that’s what I’ve always done.” This original voice has allowed him to resonate deeply with international audiences, often before domestic ears caught on. His commitment to originality is further evidenced by his willingness to cross language barriers and cultural contexts to share his voice, as seen with his video shoot in Panama where the entire crew didn’t speak English. “…they had to provide a translator for me, right, when I filmed a video over there in the tropics.”
His international strides signify the universal appeal of hip-hop when done authentically. Dangerous Rob doesn’t just cater to diverse audiences; he brings them into his world through authentic narratives and versatile beats. As he says, “being able to resonate with people across the world has just been a blessing for me.”
Navigating the Industry: Ownership and Artist Development
Ownership and artist development are subjects close to Dangerous Rob’s heart, as evidenced by his insights into running his label, Freedam Records. His commitment to maintaining control over his music has been a crucial strategic decision, ensuring his longevity and financial stability.
Rob shares the nuances of managing an independent label where the funds come directly from his pocket, making every marketing dollar count. “**The money spent is from me… there’s no marketing budget or any of that.**” Yet, he remains undeterred, turning these challenges into opportunities. Recent successes include getting international radio play for his single “Diamonds,” from Power 105 in New York City to Power 106 in LA, showcasing his capacity to compete with major-label artists even on a tight budget.
A crucial part of ownership for Dangerous Rob is educating upcoming artists about artist development and financial ownership. “The key to recording this music is having full ownership, you know, of your music… to give it away… I wouldn’t be able to sell, you know, this music for $50 a cd overseas because I don’t own it.” This understanding comes from his own experiences of buying back rights to his albums, a move that has allowed him to retain control over his creative output and financial rewards.
Dangerous Rob emphasizes the importance of being true to oneself and the practical aspects of navigating the music industry. His reflections and teachings provide a roadmap for younger artists looking to make a sustainable career in music.
The longevity of Dangerous Rob’s career is not merely a result of his musical talents but an amalgamation of his dedication to authenticity, the innovative and international scope of his artistry, and a deep understanding of the business elements of music. Through authenticity, he distinguishes himself. By daring to be different, he builds an international audience. Through ownership, he secures his legacy.
Dangerous Rob’s journey is a testament to the importance of navigating the music industry with a blend of creativity and strategy. The underlying message from his 35-year career is clear: being original, consistent, and business-savvy can craft a legacy that transcends borders and stands the test of time. His insights offer inspiration not just to aspiring musicians, but to any grinder aiming to carve out a lasting impact in their respective fields.
