Don't Knock the Ru$$ell

By S-Dot for The S-Dot Files

“If you want to shine, you have to grind.” – my pops

The evolution of the hip-hop consciousness over the last three (yep, three) decades has been phenomenal. Listen to the President, Mr. Carter kick that realness. It’s time to take your hu$tle to the next-level (whatever your hu$tle is…)

( ( ( sDOTtv ) ) ) now playing Jay-Z “We Run this Town (Interview)”


Don’t do me…DO YOU ALREADY!!!

I remember when mixtapes were actually on tapes…not MP3s (duh!). I remember when having a DAT was more profitable than packing a gat.

Those back alley relationships that were forged have been foundational for what has become today’s independent-minded movement in entertainment. The mixtape paved the way for the grinders that are getting it now through social media. The mixtape was an early tool of “social media” because it was a platform where an artist like 50 Cent proved you could transform your street hu$tle into a force in the marketplace.

This was an era in which enterprising individuals learned the importance of “exclusives” and being the breaking ground for some of the most influential personalities and movements like Bad Boy, the Ruff Ryders, Roc-A-Fella and G-Unit, among others.

Learning how to sequence red-hot songs alongside freestyle “exclusives” created a synergy in the marketplace that required artists to constantly step their spit game up. Mixtapes gave rise to talents like Jay-Z, Tupac, Emimem, Biggie Smalls and Nas.

If you’re a small business owner (SBO) or entrepreneur, you could learn quite a bit from the mixtape hu$tle. Apply those tactics to your social media marketing mix. Having come from this streetwise heritage of experiential marketing, I’ve worked with many of the most renown mixtape, mobile, radio and touring deejays as a publicist, branding consultant, content developer and project manager on campaigns for lifestyle brands slinging everything from jeans, mobile phones and CDs to beverages, credit cards and video games.

Take a few worthwhile moments to peep game (you’re welcome).

( ( ( sDOTtv ) ) ) now playing DJ S & S “History of Mixtapes”


Having mastered this hu$tle I'm glad to see DJ S & S spit that realness. Some of you youngin' have to be schooled on how peops had to make hand-to-hand moves before myspace, twitter and facebook. All this virtual sniping is what it is (love is love), but never, ever, ever, ever disrespect and forget the foundation of the "5th element" of hip-hop: PROMOTIONS.

Shout out to all the street reppers that build buzz from the ground up. Street Teams (XS Marketing, PartyZone, The Insomniacs, etc.), Mixtape DJs (DJ Craig G, Doo Wop, Ron G, Kid Capri, Clue, Kurupt, Sickamore, Vlad, Whoo-Kid) & Graphic Designers (Nojo, Nu-Gen, 5ive5ive, etc.) – HIP-HOP STAND UP!!!

( ( ( sDOTtv ) ) ) now playing DJ S & S “Keeping It 100: The Blog”


“Get your own sh*t, why you ridin’ mines?” – Lil Kim




Join us for "Handle Your Business" Wednesdays @ 8 p.m. on The BOOTY Call Show presented by The S-Dot Files with S-Dot & Friends exclusively by The Dot Team.

Until next time…DON’T KNOCK THE RU$$ELL