Tanya Morgan’s interesting marketing approach to presenting their new Hip Hop album “Brooklynati” is a prime example of how artists and indie labels should think of their release. It’s not just an album, it’s its own world.
(image – IMCulture.com)
Upon a visit to Brooklynati.com, the visitor can opt to go to the band’s site, or to the imaginary world the band created. The site’s other option— The Chamber of Commerce for Brooklynati— provides one a view of a detailed city map including public transportation routes, directories with local restaurants and businesses such as clubs, and even a radio station. Links take the visitor to other sites for these locations that ultimately extend the visitor’s view of the album’s world.
(image from Brooklynati.com– Note Yancey Park in the center, seems like a nod to the late great Hip Hop producer J Dilla aka J. Yancey.)
Too many times indie artists release an album out of the blue. Their only online presence is a Myspace page and a link to buy the album. There’s no build up for the release, it’s just one of many new albums that have not been properly introduced by underdeveloped artists. In the case of this group’s third release, they’ve made it an experience. Beyond that, the music has to be great, we’ve already covered the Hip Hop album’s sound in a previous article. Now we get to hear directly from producer and artist Von Pea regarding this group’s approach to the world of the Hip Hop business.
Let’s talk about the process of building a career. Can you talk about how you went about releasing your online mixtape and your first album, and the results?
The group Tanya Morgan actually ended up getting signed based on what we did individually…funny enough the same indie label started working with us separately and we didn’t know for a while. Then we were working on becoming the group and they didn’t know for a while. I had
put out a mixtape back in ‘03 or ‘04 called “Custom Fitted,” and before that I had a demo album called “Audible Silence” in ‘01. There wasn’t a giant following, but the quality and promise of the solo projects made them take interest.
This is your third album release, how many copies did your first release sell?
The first Tanya Morgan album “Moonlighting” did like 3k or something if I’m not mistaken. As hard as that album was to find, I’m impressed people were able to buy it at all! At the time the album released, which was spring 2006, stores
were just starting to close down, or buckle down with what they were selling and buying. We were this new group out of nowhere, so we felt that.
How have you progressed from the release of “Moonlighting?”
I believe it’s been a natural progression, just wanting more than what we did on “Moonlighting.” Not wanting to do the same album again, and hearing what you want to improve on as an artist. I don’t think much thought went into any progressions specifically, it was just a matter of saying “know what? I can’t do what I did last time.”
Please discuss some of the activities that you’ve been involved with this release?
We haven’t gone on a US national tour for this album yet, but we’ve been doing spot dates, and we did a national tour through Canada for this album. I’ve been running around all year promoting the album, a lot of shows, videos, etc. I haven’t been able to keep up with it all! I try my best on my site though, Vonpea.com
How many shows are you averaging per month?
On average, maybe one a week. Four a month.
Can you talk about your production? What equipment or software do you utilize?
I’m a professional poor person, so I never had “real” equipment. In 1999 my parents got a computer for the house, and just being on the Internet I met Phonte, and them from the Justus League in NC. They were making music with just software. Working with them, I started messing with Cool Edit Pro and FL Studio. I still use that to this day along
with an Axiom midi controller and records, that’s about it.
Recently you received high praise from Hip Hop music media veteran Kevin Keith. He described your group as “lyrical and musical messengers sent from beyond.” That’s an amazing complement; can you describe your approach to Hip Hop?
That’s definitely an amazing compliment. My approach is pretty simple, I decided that I’d always do whatever I wanted to do, because I see what happens when you try to do something to appeal to others. If they don’t like it, then what? So I always do what I feel, and just hope people like it.
Tell me a little about your video production. What I saw so far looked great.
We have two videos we shot in Oakland earlier this year, one is called “So Damn Down” and Roy Miles directed that. The other is more of a joke song called “Hardcore Gentlemen” and Ilyas Nashid, who is also in the group, directed that!
What do you have planned in the near future?
We are working on touring again this fall. One east tour with a classic act, then other on the west. In the meanwhile, we are all working on our solo projects, and slowly starting with the next Tanya Morgan album. We
hope to keep getting better.
-I. Vasquetelle
