In the ever-evolving landscape of the music industry, few figures stand as tall as Steve Stoute, Founder/CEO of UnitedMasters. With a career spanning three decades, Stoute has been instrumental in shaping the success stories of artists like Kid N’ Play, Mary J. Blige, and Nas. In a recent installment of Visionaries, he shared his thoughts on artist independence, the enduring dominance of rap, and the significance of the “Big 3” in the genre.
Stoute is a staunch advocate for independence, emphasizing the need for artists to build a brand that resonates with their audience. In a world where popularity is fleeting, he believes that trust is the key to longevity. This philosophy is exemplified by Brent Faiyaz, who joined UnitedMasters in May 2023 following the triumph of his album “Wasteland.” Stoute sees artists like Faiyaz as trailblazers, setting the stage for a new era of independent musicians.
Usher, a friend of Stoute, envisions himself as the first independent artist to perform at the Super Bowl, a move that could redefine the industry. According to Stoute, Usher’s conviction underscores the growing realization that artists, especially the likes of Drake, Kendrick Lamar, and J. Cole, don’t need traditional label systems.
Stoute’s perspective on record deals as “the most expensive loan you can sign” reflects a paradigm shift in the music business. He contends that the success of artists like Brent, Russ, and several African talents is organically driven, bypassing traditional industry channels. Usher’s impending independent Super Bowl performance symbolizes the triumph of autonomy.
Despite a slow start to 2023 for hip-hop, Stoute remains unwavering in his belief that rap’s cultural impact is at an all-time high. He points to collaborations between established artists like Taylor Swift and rising talents like Ice Spice as evidence of rap’s enduring influence.
As for the future of hip-hop, Stoute dismisses the notion that the era of the “Big 3” — Kendrick Lamar, Drake, and J. Cole — is over. He emphasizes that their dominance is not solely based on sales but on their lyrical prowess. Stoute even suggests expanding the roster to a “Big 4” by including Rick Ross in the elite group of exceptional rappers.
In a world where trends come and go, Steve Stoute stands as a beacon of wisdom, guiding the next generation of artists toward independence, trust-building, and the timeless art of true lyricism. As hip-hop continues to evolve, one thing remains certain: the “Big 3” will always have successors, keeping the spirit of rap alive for the next 50 years and beyond.
