Case Study for Digital Mixtapes: The Future of Music Distribution

By Dexter Bryant Jr. on March 8th, 2010
 

(If you missed it, read Digital Mixtapes: The Future of Music Distribution)

Case Study: A Hustler’s Spirit mixtape by Ludacris

Savvy businesspeople recognize and envision the revenue that mixtapes can generate when marketed wisely. Ludacris, an astute businessman (and my favorite MC), released his A Hustler’s Spirit mixtape in January 2010.

So what’s so special about this particular mixtape?

A Hustler’s Spirit is sponsored by Conjure Cognac–a joint venture between Ludacris and norwegian cognac house Birkedal Hartmann.

In a sense, A Hustler’s Spirit is a CD-length advertisement for Conjure Cognac, with Luda’s signature Southern hip hop taking center stage. Aside from a few Conjure commercial interludes and more than a few lyrical plugs, A Hustler’s Spirit is really just a collection of rap music that showcases Ludacris doing what he does best.

For those who immediately jump to label Ludacris a sell-out, you are completely missing the point.

Peep Luda’s hustle: He secured a deal for his very own cognac brand with an internationally-respected cognac company and even selected and blended the ingredients himself (under the direction of master blender Philippe B. Tiffon). Then Ludacris made a brilliant (and logical) move by using his musical talents to endorse his cognac product with a free mixtape.

Uh, hello?!

Imagine the number of people downloading and listening to this mixtape (for free!) that might buy Conjure the next time they’re in the mood for some cognac.

At this point its not even a choice for me anymore—I’m definitely getting Conjure the next time I buy a bottle of Cognac. The mixtape is dope, I’m already a huge Ludacris fan, and the research I’ve done on Conjure indicates to me that it is a superior quality cognac.

Simply put, A Hustler’s Spirit is an excellent example of branding done right. The mixtape simultaneously promotes Conjure and builds anticipation for Luda’s next retail album, Battle of the Sexes. This is a win-win scenario for Ludacris, his business partners in this venture, Ludacris fans, and customers of Conjure cognac.

Everyone gets what they want here: the fans get free music, cognac buyers get a great product endorsed by a trusted brand (Ludacris himself), and Ludacris gets buzz for his next project plus revenues from Conjure sales.

Click here to play A Hustler’s Spirit.

About the author:

Dexter Bryant Jr [d.BRYJ] is the go-to songwriter/producer of dance rock and electro crunk music for modern-day hippies. Dexter works as a digital branding consultant and digital content producer for indie bands and media 2.0 enteprises. He is the Digital Marketing Director of Dynasty Music Entertainment and d.BRYJ Music Media Group. Dexter blogs about music and business @ http://hitmusicacademy.wordpress.com/

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  1. Digital Mixtapes: The Future of Music Distribution | GigLog - Gigsby Blog for Electronic Music Industry Professionals:

    [...] A Hustler’s Spirit by Ludacris is just one example of how to generate revenues using a mixtape but there are other ways you can make money with mixtapes. It’s up to you (artists, creators, and entrepreneurs) to explore this uncharted territory, forge your own path, and ultimately create your own success. Don’t expect record labels to do this for you (mixtapes irk them)–this is something you’re going to have to do for yourself. [...]