Label Head and Rapper 'P-Duble' Has Utilized Optimism and Faith in Jesus Christ to make his 'Pike Street Music Group' One of the New Hip-Hop Powerhouses. As the founder and CEO of Ohio based Pike Street Music Group Keith Scarlett has done exactly the opposite of what many Christian Music Entrepreneurs (or 'ministers,' as he likes to be called instead) have done. Known as the rapper, P-Duble, Scarlett has firmly planted his feet in a music industry that often catches people slipping. The thirty-four year old 'minister' began his run as a young MC freestylin' throughout the city of Indianapolis and across the region for anyone that would listen. Seeing that the field held more risk than reward, Scarlett stepped away from a partnership with two childhood friends to start doing things on his own in 1992. But dealing with himself taught Scarlett a valuable lesson. "When you sign a group, that's a lot of work," explains Scarlett. "Since it's you, it's even harder. Because the market was radio-driven and it's harder to break into rap, it's got to be something special." Something special would come in the form of a "happenstance-meeting" with one of the hottest artists and producers in the Midwest; Ty Wills. "My wife and I were Christmas shopping in the City Center Mall in downtown Columbus, when I walked into this airbrush shop and saw these flyers advertising a studio specializing in hop-hop for only $25.00," stated P-Duble. "So, I figured why not…it's worth checking-out for that price…" P-Duble quickly realized that Will's set-up was just right and that Ty Wills had the experience to help re-start what had previously been a dormant voice for the past 7 years. His first release in August 2006, "No One," has gone on to become an underground staple in the Christian hip-hop market. P-Duble would continue to build a following through shows and appearances and then really developed a buzz with his May 2007 EP, "My Album About Me." This 6-track joint, including the club hit, "No Trouble" has begun to put P-Duble as a nationwide entity. Using the blueprints laid by Southern rap CEO's like Rap-A-Lot's James Prince, Suave House's Tony Draper, No Limit's Master P and Slip-n-Slide's Ted Lucas, P-Duble and his label, pike Street Music, has begun to become a force and is even in negotiation for a distribution deal with Koch Records. Powerful chart performances by "No Trouble" and the other hit single from the newest release, "Round-n-Round," have started to set the stage for P-Duble to take-hold of a post-Babyface and post-Bone Thugs Midwest. "The success hasn't really surprised me, because the Lord can make all things happen," says P-dub confidently. "But I wanted to make sure that it didn't become a one-hit wonder. Anything you build for the Lord has to have a foundation and that foundation is scripture and being firmly rooted in the Lord's doctrine. So we made sure the hometown people believed us. We made sure we became the best that we can and let the Lord take it on from there." Soon, P-dub had earned a unique reputation as an artist that had a street persona and radio-friendly music. Building on the previous projects, P-dub's first-full-length release in almost a decade; If I Die…, is completed and he has chosen to bring an even harder edge to his sound, while still maintaining his mainstream accessibility. P-Duble's breakthrough singles off the new project may just be the ones that he has been hard at work trying to perfect, and with a cameo from platinum hip-hop artist Mims, as well as the talented T-Huzzie, Ty Wills, BW + LX and Luppy – this release, may set a new standard in the Christian hip-hop world. P-Duble rates this past year as on the best, but 2008 will be holding its own challenges. While he will be releasing his new and first, full-length release in more than 10 years; Pike Street music is also branching-off and creating Kaulipepper Klik Productions: the production arm…and opening-up other aspiring artists' access to the production and beat-making that has thus-far been only behind the lyrics of P-Duble. It's that opportunistic outlook that keeps P-dub from slippin'. "Hip Hop is all about opportunity; opportunity to spread the message of Jesus Christ to those that need it," he says. "People say it's dying, but that's coming from people who don't take advantage of opportunities." "I wanted to make sure that it didn't become a one-hit wonder. So we made sure the hometown people believed us." - P-Duble
P-Duble's newest release "If I Die..." - OUT NOW!!!!!!
"If I Die..." - NOW AVAILABLE!!!
Hip-Hop is known for bringing the truth about American cities to the masses.Christian hip-hop is known for bringing the truth of the gospel to the masses.It’s seldom (actually) a rarity when Christian hip hop is able to do both; bring the truth of the gospel to the masses, as well as bring the truth about an American city, at the same-time. Nevertheless, P-Duble is ready to break this trend and do the same for his hometown of Indianapolis as he does for Jesus Christ.
P-Duble grew-up on the Eastside of Indianapolis in an area he affectionately calls “Balsam/Tre’ Nickle.”He first got his start I the music business, outside of freestylin’ when he wasn’t puttin’ in work, by teaming-up with childhood friends Sir Tae’, D-Lope and B.A., and formed the group D.O.A. (Dead On Arrival).As they continued to record and perform throughout Indianapolis whenever they had opportunity, they also explored other avenues for success, taking business classes and planning to venture into real-estate. Unfortunately, the group’s career never took off, as Sir Tae’ and D-Lope doubled-up after B.A.’s incarceration to release only one album on Philadelphia-based Bodybag Records and Lil’ Pookie (P-Duble) felt the Lord calling him in a different direction.
Although music was a heavy influence, Lil’ Pookie (what he was originally called in his younger days) also realized that education would be essential for his future goals, so he enrolled in higher education after graduating from high-school.
That was in the mid 1990’s and now more than 10 years later, P-Duble’s career has taken off in a whirlwind of performances and recognition.The R.O.G. (Redeemed Original Gangsta’) has performed all over the eastern-half of the United States and his song “No Trouble” has become a radio-staple in several markets.
Beyond the catchiness of the single and the high-energy spirit of the sing that brings people to the dance-floor, the quirky in-your-face visual style of P-Duble is another element that sets him apart and forms his identity.
It all started when P-Duble felt he was being led in a different route than what some of his music mentors and veterans in the hip-hop scene advised; following the Lord’s lead and self-produced his newest full-length release; a complete and well-thought out project from start to finish, and destined to bring attention to the Indianapolis rap scene.P-Duble is looking forward to being a pioneer.
Album Delayed - BUT IT's HERE, Finally!!!!!!
If I Die... has hit the streets!!!!!!
View and Vote for P-Duble at Gospel Zone.com
GROWN MAN BUSINESS
It's easy to call P-Duble's career unfulfilled. What is harder to understand is the man that has evolved. His newest offering, will help to explain the growth.
It's a rainy Friday evening in Columbus, Ohio.Just hours after P-Duble left producer Ty Wills' newly finished studio in the city's downtown district, he's back at it again, making sense of his slow-crafted, year-long creation."When I started recording, I ain't take the time to do it right.I had the songs in me, though.I didn't record everyday," begins P-dub."I might come to the studio, do a song or two in like two hours and then not come-back for a month or two."
This approach might seem unnecessary for an artist whose musical genre (Christian Rap) is not as popular and doesn't move as many units as its non-religious counterpart.Instead of embitterment, the thirty-four year old MC explains that he had to re-create himself through Jesus Christ."I played my EP for some other kats (strangers) and they just kept tellin' me the album was crazy," he says with a laugh.After that EP, P-Duble has taken it upon himself to win back the lost through the process of saturation and retention.
Along with the return, the rapper born Keith Scarlett has also tried to shake a reputation that he believes belongs in the past."A lot of people look at Christian rap and take the stereo-type that goes along with it and I get that character stamped on me for real," says a candid P.Today, the rapper, who chuckles often in his speech, claims to have moved beyond the mediocre, cookie-cutter beats and hooks persona, which has fallen upon the Christian Hip-Hop World."I don't need people to tell me the mistakes I've made in my life, I know them."Revelations such as this have bled their way onto his new project.One such song, "I Hope…," is a diary-entry type of track where the once brazen Indianapolis rapper analyzes his flaws.Structurally, the song incorporates an evocative James blunt sample in a way similar to Dido's role in Eminem's hit, "Stan."
Interestingly enough, P-Dub admits this is how it was always intended to be.After a stream of gangsta' style singles throughout his career, P-Duble segued to a more personal style in 2006." All I really want is people to understand this:When I make a club track and a party popper, I'm makin' it to celebrate and worship the Lord or to draw in non-believers.I gotta' do it, because the people like it. But it be them songs that are true street tracks and personal and deep, those are the songs that really have the true meaning; they're real," he says today.
Still searching for that ever-elusive credibility, perhaps this shift of gears will give P-dub the distinction he seeks and can combat the party, ring-tone inspired raps coming from many of his peers.Perhaps that is why his new project, overseen by Ty Wills; enlisted guests such as Mims, Ty Wills, T-Huzzie, BW + LX and Luppy; all artists known for their ability to go against the grain successfully.
This conflict is apparent in the music.At one point P bluntly states, "I'm a Christian by nature, a gangsta' by circumstance."Calling a spade a spade, P channels his spirituality and contrasts it with his reputation and environment.Analyzing, he says, "My beliefs and my thoughts conflict with what I have had to go through.I'm a Christian by nature – that's what I am - so I know I'm supposed to live a certain way, but I'm a gangsta' by circumstance, due to my environment.The things that I have felt I have had to do and the choices I have made in my life, it conflicts with my character or who I really am."The Hip-Hop world already understands the rawness and the reality in one's true gangsta' side, but the personal aspects of one's life isn't usually readily available.
Even still, with artists dropping mixtapes within just single days of each other, will anyone care?Whereas other artist's are busy defining their careers, P-duble is speaking to the investors and reformed dope dealers of the world.Asked about his lane, P is far more blue-collar."I've elevated my lyrical content.I have children, bills to pay…I think this album reflects not only my life but a lot of peoples' lives."As Chamillionaire and Lupe Fiasco have done well riding commonplace themes to respectable chart positions, P might be at his best evolving from the corner thug that's feared to the person who stands beside you in the struggle, no matter their income.
In the grand scheme, this new project likely won't crunch a tremendous hole into the stereotype parlayed onto Christian hip-hop artists.The album might not generate any plaque-status either.Still, with a fickle market and the decaying state of gangsta' rap, P-Duble stands to make his presence fully known at least one more time.While yesterday's MC has often become today's gangsta, P stands as a testament to yesterday's G evolving into a man of wisdom.With heart and soul, pain and vulnerability, this new project may live up to its expectations in defining what Jesus Christ can do for anyone.But, P sees it much more simply.He chuckles and says, "What do I want?Saved souls.I want partners in Heaven with me."
My son Brayden is now famous. Here's what happened…
About a month ago, Brayden and three of his 9-year-old friends got together on a Saturday afternoon and decided to make a movie. Using a digital video camera and thankfully not my basement, they spent most of the weekend making a 55 second epic.
That Sunday evening around 7pm (prime time for young computer users), I helped them post it on a makeshift facebook page that I quickly created for them page. Within minutes, they had several comments, and, according to Brayden, many more the next day at school.
And so the following weekend, they made another movie. This one was longer, more technically complicated and shot in more than one location. Sunday evening at 7pm, they posted again. More buzz, more interest.
Last weekend they took it up another notch entirely, adding costumes, fire, moving objects, etc... and even a plot. This time, on Sunday at 7pm, kids were waiting by their computers. That Monday afternoon at school, the buzz had grown so large that the boys had to be escorted out of the building by two uniformed police officers.
Okay, I totally made that last part up. But you get the picture… lots of interest in the student body.
Some (actual) highlights from the past 30 days:
Over 100 kids from Brayden's class have posted comments about the videos on this Facebook page. Many are now clamoring to appear in future episodes.
Several people in town have gone out of their way to mention the videos to my wife Jodie and me, some of whom don't even have kids in the same school.
The teacher who runs the film program at the high school got wind of the videos, sought out the boys, and wants them to enter a local film competition.
"So what?", you ask. So this. What's happened to Brayden and his friends over the past month has everything to do with your project; whatever it may be. Because when you look at the impact they've had, you'll notice two important things:
You can't force a following. They didn't promote the videos, they just started posting them. Kids found them, liked them, and told other kids.
In this fickle music business, people are always asking me the same question: "How do we grow the size of our fan list?" My answer is always the same: "How did you find me?"
Ha, ha! I am kidding. My answer is always: "Have something that your target audience wants to read/hear/see and word will spread."
The Brayden Boys aren't creating their videos as a means to an end, they're just trying to create great videos. See if you can approach your own stuff in the same way.
List size doesn't matter; talking to the right people does. 100 kids doesn't sound like a very big number. Until you realize that those 100 kids represent 80% of his entire class. In terms of getting the attention of the right audience (for them), these four boys are airing the SuperBowl every Sunday night.
Now look at what you're doing. Are readers eagerly awaiting your next e-mail? Are they telling other people about your music? Are they sending you feedback, making suggestions, clamoring to be included in future editions?
Until these kinds of things are happening with what you're doing, don't bother trying to grow your list. It doesn't matter. What you need are fans… not politely tolerant recipients. Because when it comes to generating actual fans for your actual project who will pay you actual money, ten of the former will outperform ten thousand of the latter.
Before you worry about making your list larger, figure out which narrow slice of the universe you're trying to influence. Then provide content that those people will anticipate and pass along. Fans.
Here's the bottom line. When it comes to your stuff, see if you can approach it more like a bunch of high school kids trying to stand out on Monday morning, and less like a marketer trying to sneak into someone's in-box. I know you want to grow your fan-base, but until you can crack the code on what your fans want, you'll remain invisible.
As for The Brayden Boys and their video fame, I have no idea how long it will last. I'm just glad they've felt what it's like to touch a nerve and develop a following. Once you've experienced that – whether in growing a fan-base or simply growing a high school reputation – there's no settling for anything less.
bravenet.com
