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Hey honeys and hustlers,

Alexa, play "Nissan Altima" by Doechii. Just kidding, I only talk to myself when I'm alone. I couldn’t go see Doechii and Brittany Howard share the stage in NYC so I’m listening to their albums and writing this instead. Top Dawg Entertainment (TDE) is leading the way in intentional artist development. This music label cares about more than just producing hits; it cares about cultivating careers that stand the test of time. And their success story isn't just about discovering talent - it's about nurturing it.

This approach is particularly evident in their development of women artists, where they've shown that patience and strategic development yield extraordinary results. Many labels have seemingly underdelivered in supporting women artists, namely Ari Lennox and Megan Thee Stallion. TDE is presenting a masterclass in not only discovering and signing women artists but also supporting them throughout their careers. While TDE built its reputation with male artists like Kendrick Lamar and Schoolboy Q, their work with women artists reveals an evolution in their development strategy. SZA's journey from promising newcomer to global superstar didn't happen overnight - it was the result of careful cultivation and artistic freedom. Now, artists like Doechii and Alemeda are following this proven pathway, each bringing their unique artistic vision and voice while benefiting from TDE's development infrastructure.

The Mentorship Model

At the heart of TDE's success is their understanding that great artists aren't developed in isolation. The label has created an ecosystem where collaboration isn't just encouraged, it's essential. Veterans mentor newcomers, producers work across projects, and artists support each other's growth. Kendrick Lamar and SZA first went on tour together in 2019. Shortly after the tour started, SZA pulled out, sighting vocal cord concerns. This was literally the day before they were supposed to be appearing in Atlanta, ask me how I know. Well, if you’re like me, you’re probably aggressively clicking refresh on their tour pre-sale page for their upcoming 2025 summer tour. If they announce Doechii as the opener, I might lose my mind. SZA and Doechii were so beautiful together on stage at Camp Flognaw, and following that up with SZA and Kendrick Lamar performing “Luther” might send me into another realm. Okay, enough daydreaming (but you know you thought about it too!). This community-driven approach ensures that each artist benefits from collective experience while maintaining their individual voice.

The label's mentorship structure mirrors successful models in other creative industries. Like a well-run newsroom or production studio, TDE provides their artists with both creative freedom and professional guidance. This balance allows artists to take creative risks while benefiting from experienced oversight (who else have you heard speaking in tongues on a rap song?!). TDE's approach challenges the music and creative industry's obsession with constant content creation. Instead, they emphasize thorough development, careful curation, and strategic timing. This method has produced not just hit albums, but career-defining bodies of work that resonate long after their release dates.

In an industry often criticized for prioritizing quick profits over artistic development, TDE's approach stands out to me. As the trend toward virality and quick fame continues to permeate the music industry, TDE's commitment to thorough artist development becomes increasingly valuable. Their success with artists like SZA (a chart-topping record), Doechii (hi Grammy Awards), and Alemeda demonstrates that investing in long-term growth and maintaining high standards for quality creates not just successful artists, but enduring careers. They've shown that when you combine talent with intentional development, provide supportive communities, and prioritize quality over quantity, you create more than just music - you create legacies.

Please Hustle Responsibly,

🤙🏾✨

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