(Q) Hi Cedric I am very excited to do this interview with you and it is a real honor, Can you please give the DH readers some background on yourself?

(A) First, I’m honored to build with you Shawn.  Well, my background is pretty unique so I have a long form video bio that tells my story, which they can see at YouTube (Part 1: http://www.youtube.com/watch?v=j2E5YfuSPik and Part 2: http://www.youtube.com/watch?v=HuL-3LJ2O7Y&feature=related).  Professionally though, I’m a former GM of WU Tang Management, Chief Strategist To Congresswoman Cynthia McKinney’s successful 2004 campaign and a monetary economist helping to advise the 53 nations of Africa on how to unite under a single currency and common market.  I’m a consultant to first-time entrepreneurs and small business owners.

(Q) What is a Hip-Hopprenuer and how can people use the philosophy to better themselves?

(A) I define a Hip-Hoppreneur as one who understands the relationship between art, politics, and business.  They understand that it isn’t enough to just make good music or even conscious music.  That music has to be a catalyst to build economic power and institutions that improve the quality of life of the people who make and enjoy the music.  I believe the philosophy emphasizes constant learning, personal and social responsibility and these are what make for self-improvement.  The key though is understanding that business is a science and if you leave it out of your game-plan for life you are going to be roadkill.  Put down the gossip and celebrity mags and pick up a Financial Times, Wall Street Journal and Washington Post I say.

(Q) I like to read allhiphop.com especially specific articles that is how I came in contact with you especially regarding the music business. Can you give some basic advice to artist regarding their strongest position in dealing with record labels? Meaning should they deal with them especially when doing a 360 deal?

(A) Thanks for reading my column.  I believe an artist’s basic power is over the style and substance of their creative work and the timing of when they deliver it to a label.  And the more an artist has had a hand in their production, promotion and marketing, the more leverage they can have in negotiating a deal with a label.  Obviously a person who has 1,000,000 views on YouTube, 30,000 units sold, articles on them in a local newspaper, and hot merchandise they sell – like T-Shirts and caps BEFORE they get a deal will have more leverage than just a talented artist with a demo.  I think most artists will not benefit from a 360 deal but I don’t dismiss them because the alternative may be even more unlikely – establishing sales, a following, and visible brand on your own or as an independent.  Generally speaking though, the bigger an artist is before they sign the 360 deal, the more likely they are to benefit from it.

(Q) Hip Hop artist can no longer depend on just record sales, can you give some advice to artist on how to create new income streams?

(A) Exactly Shawn.  Sure, they have to think about licensing their songs for use in (for commercials and movies); selling merchandise (T-shirts etc…); and using music to set them up as actors, activists, and leaders.  If they are going to rely on record sales they should be selling their music themselves – through their own website as well as iTunes and they should be thinking about markets outside of America.

(Q) I am still looking for a Hip Hop Bruce Springsteen, can you give some advice on how artist can build a long music career?

(A) This is what Wyclef and I discussed recently.  We are in a time where people don’t just want a street or industry image.  They want a movement.  If you can add the leadership profile or persona to good music and a lifestyle you can have a long career.  That is what has made Jay-Z and Wu-Tang Clan successful over time.  They created a brand that is bigger than rap music.  They give people more than just one or two reasons to like them or buy their music.  The challenge for the Hip-Hop artist, though, to have a rock star like career will also require them to dedicate more energy and resources to their live performances, and this has been an area that rappers have neglected.  You can’t have a really long career where you are making a lot of money unless you have production value as a live performer.

(Q) It seems to me the death of record labels is getting closer to reality, If entrepreneurs are still wanting to still venture into the music business what are some other business options entrepreneurs can get into?

(A) I think record labels will become more like Live Nation.  They will have to get into other businesses like merchandise, concert touring etc… So you are right.  The record label is going the way of the record store – out of business unless they become a full-service enterprise,  like a supermarket, where you can buy more than one thing.  I do believe that music is going to be part of the portfolio or skill set of leaders, activists, celebrities like actors.  Showing some form of musical talent or taste is going to be more and more a part of what people will have to do in this world of social media and 24 hour news where people want to know more about each other’s personality.  I think producers that can make videos, jingles, instrumentals, and commercials for non-musicians can do well.  Music will be harder to sell by itself but it will have increasing value when used as part of a larger production, I think.

(Q) You have a new book out called “The Entrepreneurial Secret” which I have order on Amazon and can’t wait to read. Can you please give the DH readers some info about the book and how it can help them take action?

(A) Thanks for the business and support!  I wrote the book because I believe that you can’t learn business, finance, entrepreneurship or economics in the public schools or through the media.  And the book publishing world chops the subject up into so many small pieces that you can’t put it back together again without buying 1,000 different titles!  So I wanted to write a book series that would unite what they separate.  The three volumes of The Entrepreneurial Secret deal with the three areas we all need to succeed as entrepreneurs: 1) knowledge of political and cultural factors like what legal form of business to pick and how to raise money from a small circle of friends and associates, rather than a bank or government grant 2) business tactics and strategies like negotiating deals, how to network and conduct yourself at a business dinner and 3) the personal struggle one has to undergo when starting a business like embracing suffering, building willpower and understanding how relationships – romantic, domestic, and friendships – are all impacted by the journey the entrepreneur takes themselves and others on.  The book is both practical, technical and spiritual just like business.  I am confident it can help anyone from a recently laid off corporate professional, a single Mother, a previously incarcerated person, or a seasoned business person looking for new insights and ideas.  You can sample some of the material and enjoy a special offer at the official book website, http://theEsecret.com/

(Q) I always enjoy asking this question in the next 10 years how do you see Hip Hop Globally?

(A) That’s the question!  I see it by then as a truly global phenomenon and not one dominated by American artists or the West.  I’m working with teenage A & Rs in Africa now I can tell you that they have the passion, risk-taking, and fresh perspective the culture and industry needs.  I think you’ll see artists doing remixes in different styles of music and bi-lingual artists will be the norm.  I also think that the pay-per view market for concerts will be huge worldwide as the Internet, Cable Companies, and International Channels do business with one another.  You’ll be able to follow artists in every aspects of their lives – not just when they blog or have a new album out or performance.  The people will want more and more access to their artists and the technology will allow it.

You can also find Cedric@

http://twitter.com/cedricmuhammad

http://www.cedricmuhammad.com