Guest Star: "Look At Nicki Minaj, Kanye West & Drake, They Were Everywhere"

Wednesday, Mar 23, 2011 4:35PM

Written by SOHH for Kevin Cossom

[With the release of his mixtape By Any Means and recent collabs with Pusha T & Rick Ross, burgeoning R&B singer Kevin Cossom speaks on what it takes to make it in today's music biz.]

I think the main thing is finding what your lane is. You have to find out what you're good at, find out what your niche is and then you have to go at that. You have to go at it a hundred miles per hour. And it's very important to develop a game plan and find out what's right for you. You want to make sure you're strategic with the moves that you make.

It takes all of those things to make it in the industry. It takes talent. Maybe the co-signatures help, sometimes the features help, sometimes people are gonna need them. It's a lot of those things and if you can get all of those things clicking all at once, then you're winning.

The main thing is finding your own lane. It's up to you to find out what's right for you as an artist. And then once you've found it, you have to make sure to move in that direction one hundred percent.

In today's times, I think it's about frequency. How many places can you be at one time? Are you [catering to] this market and that market and then this market at the same time? Then you gotta ask yourself, are you doing features [and] is your song is on the radio as well? How many viral videos do you have out? There's so much you have to do nowadays to just be out there.

It's really about that frequency. When you take the time to look back and see who's had the most frequency over the past few years, they're the ones that have done the most numbers as far as sales are concerned.

It makes sense as well. Look at Nicki Minaj, Kanye West and Drake, they were everywhere. Nicki was everywhere doing things, even with her music. It wasn't just about hip-hop. She was doing the Will.i.am joints that was looking more Top 40. She did the Robin Thicke joint and then the Gyptian record.

So, it's about being able to touch so many different genres. I think for new artists, it's not just one thing. So many people are used to putting artists in one box but it's not like that anymore. You have to be able to do more things like Chris Brown who is doing "Yeah, Yeah, Yeah" and then switching it to more urban. You have to be more multi-faceted and the more things you can do, the better chances you have to really win big. Or if you're catering to a certain crowd that nobody is catering too as well, like the stoner crowd is getting bigger. Look at the Kid Cudi stuff and the Wiz Khalifa records. So it's about finding an angle and taking advantage of your strong points.

Kevin Cossom is an R&B newcomer who has worked with a variety of rap stars including Beanie Sigel, Rick Ross, Chamillionaire, Trey Songz and Rocko but has also made a name for himself behind-the-scenes as a songwriter for Justin Bieber and Joe Jonas.

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