- Speaker #0
Welcome to Welcome to Infectious Records Infectious Records Spotlight. You are listening to West Coast 2. Spotlight. You are listening to West Coast 2. The West Coast hip-hop scene has completely transformed in ways nobody could have predicted. West Coast hip-hop scene has completely transformed in ways nobody could have predicted. What used to require million-dollar recording studios What used to require million-dollar recording studios... can now be produced on a $500 laptop in someone's bedroom.
- Speaker #1
Production quality they're achieving with minimal equipment is mind-blowing.
- Speaker #3
Production quality they're achieving with minimal equipment is mind-blowing. I was reading about this producer in Oakland who created a platinum-selling beat using just an iPad and a 100 microphone.
- Speaker #1
I was reading about this producer in Oakland who created a platinum-selling beat using just an iPad and a $100 microphone.
- Speaker #0
And speaking of production, And speaking of production, the way these artists are blending sounds is revolutionary. the way these artists are blending sounds is revolutionary. I've been analyzing some recent tracks that mix traditional G-Funk synthesizers with everything from Japanese city pop to... I've been analyzing some recent tracks that mix traditional G-Funk synthesizers with everything from Japanese city pop to... African drums. African drums. The streaming numbers show this fusion approach is really connecting. The streaming numbers show this fusion approach is really connecting. Some of these experimental tracks are pulling in millions of plays. Some of these experimental tracks are pulling in millions of plays.
- Speaker #3
How do you think this accessibility is affecting the messages in music?
- Speaker #1
How do you think this accessibility is affecting the messages in the music?
- Speaker #0
Well, Well, that's one of the most powerful shifts we're seeing. that's one of the most powerful shifts we're seeing. These artists can respond to social issues in real time. These artists can respond to social issues in real time. When something happens in their community, When something happens in their community, they can have a track out within hours. they can have a track out within hours. Recent studies show that songs addressing social justice issues from West Coast artists saw a 300% Recent studies show that songs addressing social justice issues from West Coast artists saw a 300% increase in engagement compared to five years ago. increase in engagement compared to five years ago.
- Speaker #1
The speed of that response is really changing how music influences social movements.
- Speaker #0
Exactly. And what's particularly interesting is how these artists are using data analytics to understand their impact. And what's particularly interesting is how these artists are using data analytics to understand their impact. I was looking at some numbers showing that tracks addressing mental health and emotional vulnerability are getting shared up to five times more frequently than traditional braggadocio-style content. I was looking at some numbers showing that tracks addressing mental health and emotional vulnerability are getting shared up to five times more frequently than traditional braggadocio-style content.
- Speaker #3
That's such a departure from the hyper-masculine image that...
- Speaker #1
That's such a departure from the hyper-masculine image that used to dominate the scene.
- Speaker #3
used to dominate the scene.
- Speaker #0
You know what's really caught my attention? You know what's really caught my attention? The rise of female producers in the West Coast scene. The rise of female producers in the West Coast scene. Recent industry reports show a 200% Recent industry reports show a 200% increase in women behind the boards in just the last three years. increase in women behind the boards in just the last three years. They're bringing fresh perspectives and completely new approaches to the sound. They're bringing fresh perspectives and completely new approaches to the sound.
- Speaker #3
Business side has evolved significantly,
- Speaker #1
Business side has evolved significantly, too.
- Speaker #3
too. These artists are thinking way beyond just music sales.
- Speaker #1
These artists are thinking way beyond just music sales.
- Speaker #0
The data backs that up. Data backs that up. A recent survey showed that A recent survey showed that 78% of new West Coast artists have diversified revenue streams. 78% of new West Coast artists have diversified revenue streams. Everything from tech startups to community development projects. Everything from tech startups to community development projects. One artist I've been following. One artist I've been following... turned their recording studio into a coding school during the day, turned their recording studio into a coding school during the day, teaching programming to kids from underserved communities. teaching programming to kids from underserved communities.
- Speaker #3
That kind of community reinvestment seems to be a growing trend.
- Speaker #1
That kind of community reinvestment seems to be a growing trend.
- Speaker #0
It really is. It really is. Studies show that West Coast artists invested over $25 million in community programs last year alone. Studies show that West Coast artists invested over $25 million in community programs last year alone. And here's what's fascinating. And here's what's fascinating. The artists... The artists... who engaged in community development saw an average 40% who engaged in community development saw an average 40% increase in their streaming numbers, increase in their streaming numbers, it shows that authentic community connection translates to artistic success. it shows that authentic community connection translates to artistic success.
- Speaker #3
Looking ahead,
- Speaker #1
Looking ahead,
- Speaker #3
what do you think the next few years hold for the scene?
- Speaker #1
what do you think the next few years hold for the scene?
- Speaker #0
Well, Well, based on current trends and industry projections, based on current trends and industry projections, we are likely to see artificial intelligence we're likely to see artificial intelligence and virtual reality becoming major factors. and virtual reality becoming major factors, some analysts predict that by 2025, Some analysts predict that by 2025, Over 30% over 30% of West Coast hip-hop productions will incorporate some form of AI-assisted technology. of West Coast hip-hop productions will incorporate some form of AI-assisted technology. But what's really exciting is how these tools are being used to preserve and evolve the culture simultaneously. But what's really exciting is how these tools are being used to preserve and evolve the culture simultaneously. Support this. Support this. Tracks that blend traditional West Coast elements with new technology are seeing an average of 45% Tracks that blend traditional West Coast elements with new technology. are seeing an average of 45% higher engagement rates. higher engagement rates. It's creating this beautiful balance between honoring the past and embracing the future. It's creating this beautiful balance between honoring the past and embracing the future.
- Speaker #3
That balance seems to be what's keeping the scene so vibrant and relevant.
- Speaker #1
That balance seems to be what's keeping the scene so vibrant and relevant.
- Speaker #0
You know what really drives this home? You know what really drives this home? A recent study showed that 82% A recent study showed that 82% of new West Coast artists cite both classic hip-hop and emerging global genres as major influences. of new West Coast artists cite both classic hip-hop and emerging global genres as major influences. It's this perfect synthesis of old and new, It's this perfect synthesis of old and new, local and global, local and global. that's defining the future of the sound. that's defining the future of the sound. And with streaming numbers growing by about And with streaming numbers growing by about 150% year over year, 150% year over year, it's clear this evolution is resonating with audiences worldwide. it's clear this evolution is resonating with audiences worldwide.
- Speaker #2
Stop starting your music. I'm just doing this night.
- Speaker #0
Think of it as your car cannot move without the proper tools to start.
- Speaker #2
Join us now at www.infectiousrecords.com to start your career today.
