Words By Ashan
There’s a new player geared toward discovering the newest talent in the Hip-Hop industry, and its method is simple with the potential to make some serious impact. In the premiere of The RapFest’s first installment of their web series, the new site enlisted legends Smoke DZA and Mobb Deep’s Prodigy to go verse for verse with long-time TSS favorite Delorean.
The three exchange bars in a cipher-style format, using the production of an amateur producer as well, New Jersey’s AListFame. The trio of MCs spit their verses with mini-cuts of Fame being interviewed in between, describing the process that brought him to his beat, and concluding with an obligatory salute to the new platform.
In an industry where talk is rampant and cheap, RapFest strives to utilize one of the most organic components of Hip-Hop culture in the cipher by pitting rappers head-to-head. Giving aspiring producers and MCs a chance to put their best foot forward against some greats will allow listeners to draw comparisons themselves while putting reputations and egos aside.
While the idea is novel, the key to RapFest’s success is transparency to listeners. If you’re going to pair upstarts with legends, the new guys have to genuinely deserve it, and further give me a reason to look into their music. If done correctly, RapFest could be a groundbreaking platform for discovering new talent, or it could just as easily be a fixed system in which certain artists are getting play over others for reasons unrelated to their abilities.
Hopefully, the folks over at RapFest are able to generate some very real and needed opportunities for aspiring artists out there in an often rigged industry. With the series set to air on MTV Jams and across the web, the look could mean the difference between having a Hip-Hop career and being forever thirsty for SoundCloud followers.