The following article is Appli-cable to All independent Artists, Producers, Models, Actors, Film-makers and Entrepreneurs. It is written in the context of a rapper because 68% of our readers are rappers. Live, Learn, Enjoy!

Have you ever wondered how you can have two things that are basically the same and one be considered generic? I mean, what’s the difference between a Pepsi and a Faygo?

Personally, I’d prefer a Faygo Red Pop any day, but it’s still generic. So what makes two nearly iden-tical products so different? Sim-ple answer… Nothing! A better question would be, “What makes

us LOOK at two nearly identical products so differently?” It’s not like Faygo is nasty, or Pepsi is the best pop on earth.

Truthfully there’s probably only one major thing that separates companies like Pepsi from those like Faygo. Marketing! Ask yourself, “How often do you see commercials or ads for brands like Faygo, XJ900, or Wrangler Jeans?” Now ask yourself how often you see ads for companies like Pepsi, Nike or Sean Jean.

Most generic products are just as good as their Name Brand competitors. Some are even bet-ter, but if given the option most of us will choose the name brand

product over the generic even if it means paying a little more.

As an independent artist, pro-ducer, model, DJ or entrepreneur you’re no exception to this rule. In all honesty there are very few artists, producers, models, DJs or products in the entertainment industry that really standout from the rest. So why can artists like Young Jeezy get their albums stocked in Best Buys across the country and they give you a tough time at the record store around the corner?

News Flash: YOU’RE A GENERIC RAPPER!!

Continued on Pg 6

You’ve spent numerous hours writing your songs. You’ve spent countless hours in the studio re-cording your music. You’ve got your album pressed. You got your single posted on your MySpace page. You know you’ve got what it takes to be successful. Now all you need is a little radio play and you know you could get a deal, right? If you answered ‘yes’, you’re not alone. Believe it or not, almost everyone who’s ever picked up a mic believed the same thing at some point or another- in-cluding the artists who did go on to get a major label deal. By now you’re probably wondering how they got a major label deal and you didn’t? I’m glad you asked. The answer is they learned some-

thing you’re about to.

Here’s where I reveal a secret that’s going to disappoint a lot of readers. However, if you can fully embrace this fact, you’ll be able to increase your chances of becoming successful. Are you ready? Here it is: THERE ISN’T A SHORTCUT TO GETTING A RECORD DEAL. Well, the short-cut isn’t one you’ll consider a shortcut. I’ll explain why later.

I know you’re probably feeling let down. You were probably reading this article hoping to get the secret to landing a record deal the easy way, right? Whether or not that was your reason for reading this, please know this- the time you

spend trying to fi nd the shortcut is time wasted.

Nowadays so many artists trying to become the next MySpace and YouTube sensation in hopes of getting a deal the way Soulja Boy and Sean Kingston did that there is less and less real competition out there. When I say real com-petition, I mean artists that: are actually performing at venues on a regular basis, have street teams circulating their promotional ma-terials, etc.

In my opinion, foregoing invest-ing real time and money in your music in exchange for crossing

Continued on Pg. 6

Artists SHORT CUT TO A RECORD DEAL

REAL TALK ANOTHER GENERIC RAPPER!!!

PRODUCERS:Drum Compression TipsHUSTLERS:9 Traites of a Good EntrepreneurFEATURES:Lyrical Threat Pg. 2MJ The Weatherman Pg. 5Sir Dezal Pg. 2

Brought to you by Makin’ It Magazine - www.MakinItMag.com

November 2008 - FREE

PUBLISHERS NOTEContinued from Page 1

In the time since I’ve been down here in Atlanta I’ve had the pleasure of meeting some great artists, both major and independent. I’ve also had the op-portunity of meeting some great businessmen, pro-ducers and entrepreneurs. As I write this the music industry as a whole mourns the loss of one of those individuals that I had the pleasure of meeting. Sha-kir Stewart, Executive VP of Def Jam. On a more personal note I am dealing with the news of a loss much closer to home. I sit here writing this while listening to Barrack Obama speak and I’m excit-ed by the possibility that by our next issue a black man may bear the title of President Elect. In light of these confl icting emotions I would just like to say to all of our readers live to your full potential. Life is an uncertain thing full of its ups and downs. It is not enough for us to get out and vote on Elec-tion Day. We must vote every day after that through our own personal actions. Aspire for greatness and settle for nothing less.

Kelby F. Cannick

The Atlanta Grind is published by

MAKIN’ IT MAGAZINE

For advertising and information contact:

Kelby CannickPhone: (678) 570-2745

Fax: (888) 812-9710kcannick@makinitmag.com

9 ENTREPRENEURIAL TRAITS BUS.

Written by D. Edwards

MJ DA WEATHERMANmyspace.com/DaRealWeatherman

Last month I had the opportunity to chop it up with MJ Da Weath-erman, an artist that has defi nite-ly been on his grind. After a few scheduling issues, I was fi nally able to catch up with him between studio sessions to sneak in a quick interview.

Following a formal introduction he handed me some promotional materials along with his latest mixtape release, “Hurricane Sea-son”. As we sat down I began the interview with a question I’m sure he gets asked often, “Where did you come up with that name?”

Even as I asked, I half expected some clichéd answer about how he makes it rain in the club or snow on the block. Interestingly, the response I got was anything but clichéd. He explained the name Weatherman symbolizes that he’s been through the storm.

As he talked about the var-ious hardships he faced growing up he recount-ed experiences from living in shelters to staying in aban-doned buildings. He reminisced on the more turbulent times and how he would see his mother crying as a little kid and would pick her fl owers and write her poems.

As he grew older he in-evitably fell into the trap that so many young brothers do but a positive

spirit lead him to a better life get-ting a degree in child psychology and criminal justice while also starting his own towing service.

He considers his life and his music as a testament to staying focused and keeping god close to heart. He believes as long as you do those things, anything is possible.

MJ would like to connect with pro-ducers, DJ’s and anybody that is real about what they do. For more information contact (770) 912-2760. Also check out the video for his single “I Know” online at youtube.com/IBRBlack. The video

has also been featured on worldstarhiphop.com.

How badly do you wish to suc-ceed in business?… You should ask yourself this question be-cause it’s the underlying ques-tion that every entrepreneur asks themselves. The answer should be - Bad enough to do what what ever it takes, no matter what!

We all know that entrepreneurs carry successful traits that make them a cut above the rest, so we have done some digging and come up with a list of what we would like to call “The 9 En-trepreneurial Success Traits”. These are habitual thoughts, feel-ings and actions that every busi-ness person should know and act upon which will propel you into the upper echelons of unbridled success.

1) Burning Desire - You need to be extremely hungry for success! Your burning desire must be to achieve whatever your goals are no matter what is put in front of you, barriers are only a challenge. That DESIRE will be the driving force you need to get where oth-ers can’t go. When people make choices and match those choices with a burning desire they are un-stoppable!

2) Believe, Have Faith - You have to believe without a shadow of a doubt, that YOU have what it takes to be a successful business person. Having absolute faith in yourself that you can do it, will set you up to win, believe you can do it and ultimately nothing can stop you! Believe and you will achieve baby!

3) Passion and Excitement - Pas-

sion is not something most people think is that important in business. You HAVE to love what you do, period. You should be so excited and so passionate about what you are doing in your business, that you don’t want to go to bed at night. It has to make your head spin with new ideas and your heart pound with anticipation. At certain times even the things you are most passionate about will seem hard or maybe even boring. One thing is for certain though – if you are not passionate about your goals or what you WILL achieve in the near future, then you simply won’t get there.

4) Be Persistent, Keep Going - One of the biggest fl oors with en-trepreneurs and business startups is lack of persistence. You need to be able to keep going when times get hard, even impossible. When you feel like you have failed, you really haven’t. Failure is merely a word described by society to set you back, but as an entrepreneur failure is a learning curve, when you fail, you learn NOT what to do. Rise above your doubts and keep pushing, because you WILL get there!

5) Plan Plan and Plan Again - To be organised means you are setting yourself up to win. Many people fail to plan, which inevitably leads them nowhere, doing some basic math, keeping costs down and your income up, whilst plan-ning for future developments will most certainly set you up for suc-cess, failure is avoidable through

Continued Page 6

SIR DEZALMyspace.com/sirdezal

LYRICALLY TALENTEDwww.myspace.com/ltdahnicAt just 20 years old Arielle Stokes AKA Lyrical Threat is heavy on his grind. Half way around the world fi ghting for Freedom in Iraq, he still manages to keep his online promotions going strong. Born in aTlanta and raised in Decatur he looks forward to returning home later this year so he can start pushing his single “Strike A Pose”, featuring and produced by Young Capone formerly of So So Def Records.

The single is high energy club banger that came together by chance after running into Young Capone at the Flea Market on Glenwood. LT was just walking around killing time when he happened to notice Capone. After running into him again in the parking lot the two ex-changed numbers. Capone told him to hit him up if he was serious

about his music.

Only in town for two more weeks before heading back to Iraq, LT hit him up ASAP. After Young Capone let him hear the beat and the hook it was already over. As he stated, “This was the perfect record to shut up those people that hate on you when you

down and envy you when you’re up. It’s like me just saying Look at me now!”

LT’s goal is to just be successful in the music industry by being his self. He feels that as long as he keeps it real he’ll have the streets respect and as long as you have the street’s respect he’ll be good. He realizes that the industry is going through

changes and that the economy is messed up right now but he is optimistic. Being over in Iraq he realizes more than ever that life is temporary so he is try-ing to make the most of every minute. Educating himself on the business side of the game so that he can be as self suf-fi cient as possible.

LT is currently looking for management and to network with oth-ers. Contact him at (404) 418-6658 orlyricallytalented2007@yahoo.com.

I fi rst met Sir Dezal almost two years ago through another art-ist that was featured in Makin’ It Magazine. He had recently relo-cated to Atlanta from Cleveland, Ohio and was looking to net-work. Back In Cleveland he was a member of the rap group Crimi-nal Intent along with his partner Infared. The group was signed to Baseline Records.

Between moving units in the streets and opening for various major label acts that would come to town, such as Lil Scrappy or Young Jeezy, they had built a considerable buzz. Dezal soon realized that there was only so far he could go in Cleveland. If he was going to take it to the next level he would have to move to a market with more of an industry presence.

After arriving in Atlanta, Dezal immediately got on his grind, founding his own record label, Go Large Entertainment, and signing his fi rst act, Automatik (also from Cleveland). He did all this while going to school for audio engi-

neering.

Though he loves Atlanta’s music scene, his fi rst priority is gaining exposure for the wreckin move-ment going on back in Cleve-land.

Dezal recently released his new project “Cap Muzik”, a reference to Cleveland slang “capping” being another term for stunting. The album captures the grimey-ness of the Midwest laced with tracks that give you a glimpse to his reality.

Dezal is currently looking to build his team and in need of manage-ment. For more information con-tact him at (216) 324-4792 orslb-boyd@hotmail.com.

Also look out for hisAlso look out for his singles “Open Up” & singles “Open Up” &

“Black-n-Mild”“Black-n-Mild”Also check out myspace.com/Automatik1Also check out myspace.com/Automatik1

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Short Cut to a Record Dealcontd from pg 1 your fi ngers and hoping you become the next You-Tube sensation is a sure-fi re way to never make it. A lot of artists are afraid to invest too much time and money in their music because they look at the music industry as a risky business without a guar-antee of success. If you’re one of them, understand these two things: (1) The bigger the risk, the big-ger the reward. (2) Sec-ond, the large majority of the people who never make are those that pursue it half-heartedly or quit when times get tough. A dream dies when you al-low it to. Furthermore, if you are wasting your time by not investing in your-self 110%, why would Jermaine Dupri or Russell Simmons give you’re their time to waste too?

Earlier I told you that I’d reveal the real shortcut to getting a deal so here it is: The real shortcut to suc-

cess is hard work. While your competitors are play-ing it safe on MySpace and YouTube, they’re leav-ing the playing fi eld wide open for those of you who believe in your dreams enough to risk it all. Af-ter all, failing to achieve a dream knowing you gave it your all is not your fault. On the other hand, failing because you didn’t give it your all or because you gave up is.

I hope this bit of advice helps you to further your career in music. Feel free to contact me at Info@KeyNoteMP.com, MyS-pace.com/PhillysNycest, or visit us online at www.KeyNoteMP.com. I try to reply to all messages in a timely manner.

Generic RAPPER!!!contd from pg 1 That doesn’t mean you don’t have talent, it just means you haven’t done the best job marketing yourself. Marketing is the art of shaping public perception, popular opin-

ion and increasing brand awareness. If nobody knows who you are or no-body thinks highly of you why would they want to buy your CD or pay to see you perform?

You have to actively ad-vertise and promote your-self. Notice I said promote “yourself” and not just “your song” or “Your al-bum.” Albums will come and go… Singles will come and go… but your name is your livelihood. So focus on building your brand, your NAME brand! This means advertising, promoting, and attach-ing yourself to the right people, places and oppor-tunities. Don’t be afraid to invest into yourself. Re-member even companies like Pepsi started off like Faygo.

P.S. “If YOU have to tell me your album is the hot-test $H!+ in the streets…. It probably isn’t! Keep grinding and let me hear that from the streets.”

Written by Kelby Cannick

Founder of Makin’ It Mag-azine Independent Artist Consultant

If you would like to receive marketing assistance for your project upcoming project please email the following information to Kcannick@makinitmag.com

Name, City, Phone #Project Description And Project budget

9 Entrepreneurial Traitscontd from Above crucial planning. Sit down on a regular basis, brain-storm, map out a plan and follow that plan.

6) Your Dream Team - In fantasy sports you can pick your dream team with the best players, in business you can also do this. You MUST create your own team of people who are like you, sur-round yourself with posi-tive goal achievers. Being a one man band will take much longer to get to the top, than if you had a team

of highly motivated intel-ligent people, what ever it takes you need to look for strong charactersnd a you’ll know when you fi nd a gem, whether that’s a team player in fi nance, sales, marketing or the In-ternet, it’s a must!

7) Achievable Goals - A BIG mistake that many entrepreneurs do from day one, is set very high goals that may not be achiev-able in the time frame they have given themselves. Everyone in your team in-cluding YOU has to have the same vision, goals and input. When you have more than one person striving for the same goal you immediately increase your chances of bagging that dream even quicker than you thought possible. Dream big dreams, set big goals… but plan accord-ingly (baby steps people).

8) Making Decisions - Making the right choice can seem hard to most people, but ask yourself this, what is the right thing to do? Can’t think of an

answer? Exactly! There is no right answer which means you just have to make a decision and stick to it. Stop pussy footing around and grow some balls, it’s your business that’s on the line here, del-egate properly to the right people and don’t look back. Stick with your gut instinct, you will fi ne tune this over time.

9) Staying Positive - Make this point one to remem-ber if nothing else! You need to be the most posi-tive person you know, in order to get to were you want to be. Listen, ev-erything is energy, we all work in vibrations, if your bummed about a late de-livery or someone turning up late to a meeting then your going to release bad vibes, it’s gong to spread like wildfi re and your day will crumble from then on. The trick is to stay upbeat, keep a positive ATTITUDE and you will see some amazing things happen, your business will run a lot smoother people around you will be more

chilled and you will accel-erate yourself. If the de-livery man is late, so what! Get over it.

The above points have been proven by many successful entrepreneurs in the past and they do work, so give them a try, in fact stick to them reli-giously and see if your business thrives, we guar-antee it will! Good luck old chap!The above points have been proven by many successful entrepreneurs in the past and they do work, so give them a try, in fact stick to them religiously and see if your business thrives, we guarantee it will! Good luck old chap!

Compress Your Drumscontd from Above

entire mix. This will en-sure you fi nd the sweet spot for the kick in the mix with the rest of the track.

Kick/Snare CopressionAttack: 1-5ms, Release: 0.2s/Auto, Ratio: 5 - 10:1, Knee: Hard, Gain Reduc-tion: 8-15 db

General Compression Settings: Attack: Fast, Release: 0.5s/Auto, Ratio: 5:1, Knee: Soft Gain Re-duction: 8db

General Mixing Com-pression: Attack: Fast, Release: 0.5s/Auto, Ratio: 2 - 5:1, Knee: Soft Gain Reduction: 2-9db

Vocals:Attack: Fast, Release: 0.5s/Auto, Ratio: 2:5 - 6:1, Knee: Soft, Gain reduc-tion: 5-12dB.

Bass Instruments:Attack: 2-8ms, Release: 0.4s/Auto, Ratio: 7 - 12:1, Knee: Hard, Gain red: 5-13dB

If you would like more in-formation on this article, contact me at http://www.computerproducer.com/contact.html Ed Unger

www.computerproducer.comwww.gotchanoddin.com www.bluesoundstudios.com www.ungerrose.com

Producers COMPRESS YOUR DRUMSThe main reason for compress-ing drums and a kick in particu-lar is to make the ‘meat’ of the drums louder and to reduce the transients/peaks at the same time so that the kick can be punchier. This article is going to focus on compressing the Kick Drum and starter compression settings for other applications.

Your typical compression param-eters are Threshold which deter-mines when the compressor starts to work. Attack is how fast or slow the compressor reacts once it starts working. Release is how long the compression is held. Ra-tio is how much compression is applied to the signal. Gain Reduc-tion shows you how much of the

signal is getting processed. Us-ing a DAW, you will want to use compression with a plugin on the insert of the track. When compressing the kick, you are listening to the fatness or the punchiness of it. Either the kick will need to be bassier or it will need to be punchier to cut through the mix so as not to interfere with a sub bass instrument (if present). By increasing the attack time, the kick will be bassier. By decreas-ing the attack time, the kick will be punchier. This method will affect any instrument the same when compressing. If you want to squash it so it will hit harder, set the threshold so the gain reduc-tion

is -5 to -12 and set the ratio to 5 to 10:1. When setting the threshold this way, you will need to adjust the output. Make sure the output is the same level as the input before the signal was processed (use the bypass function to check this).

Make sure to tweak the compres-sor ‘while’ you are listening to the

Continuted on Page 7