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In 2017, if you’re trying to maintain a career in hip-hop substantial money isn’t in the music: it’s in metrics. This means follow counts, Soundcloud plays, Spotify listens — basically, the numbers. The corporatization of Black music and culture means we play the game differently. In terms of reach, hip-hop is as close to Hollywood than ever before and when you’re playing on that level, PR — the tactical pursuit of metrics — can make even more things happen than not.

Over the better part of the past decade during a time when hip-hop settled firmly into the mainstream,

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