Why Ari Lennox WANTS OFF Of J. Cole's DREAMVILLE Label?!

[@notfunnybutfunny7333]

Ari doesnt want to be independent but the label is treating her like one

[@carlosgil4196]

You should sit down and interview Ari Lennox

[@iDesignFLi]

Signing to an artist almost never works out right… good point

[@tdmidas289]

@@iDesignFLi this isn't true. 😂

[@iDesignFLi]

@ outside rocafella or rocnation artist, name a superstar that came from another active artists label 😂

[@Dee-lp7lo]

Signed to one 🥷 that's signed to another 🥷....

[@ldaialoguedicaprio]

​@@iDesignFLiT-Pain was under Akon Konvict Music.

[@ldaialoguedicaprio]

​@@iDesignFLiKanye West signed to Jay-Z's Rocafella Records. Drake signed to Lil Wayne's Young Money Entertainment. J-Cole INITIALLY signed to RocNation under...Jay-Z.

[@ehalljay1]

Time isn’t valuable… it’s irreplaceable…. Remember that friend.

[@UhOhJacquinette]

That resonates with me more than I can describe. Thank you so much person on the Internet that said exactly what I needed to hear.❤

[@illjah19]

That's why I watch on 2x speed

[@youreadood]

awe 😂 it's *Also A SOCIAL CONSTRUCT*

[@FishscaleU]

"Smoke" deserves more push but instead... we got "Port Antonio". Smh. She's BEEN calling them out so I don't blame her. I don't understand how Dreamville was able to fumble so many amazing artists. Reminds me of Ye' and GOOD Music (Teyana, Sean, Cudi, etc.)

[@weplaydk2343]

Yeah dreamville's roster is amazing. Though for a minute it seemed cole invested alot of his time and voice in them with the compilations. Maybe the issue is bigger than cole tho.

[@KobBeats]

4:42 Her Deal sounds like a secure credit card. You put the money up front, you spend from what you put up You have to pay yourself back, or your credit score drops

[@MephitisTouch]

TPain's message to Ari was really heartening... Thanks, Curtiss

[@Chicago311zero]

One thing about TDE is they give everyone their shine. Dreamville funnels all the money and attention into one or two people

[@noahdelarosa4485]

That is a blatant lie.

[@Chicago311zero]

@ J cole is not your savior lil bro

[@yupthatsbee3773]

@@Chicago311zero yeah that ain’t true love

[@randomcharacter6501]

​​@@yupthatsbee3773How many projects has Bas dropped? Did you know Earthgang recently dropped? I didn't even know about this song Smoke. Do you even know who Deonte Hitchcock is??? If it ain't Cole or JID we don't see promotion from Dreamville like that.

[@ktdagoat1289]

@@randomcharacter6501Man TDE got like 40 artist you NEVER heard of 😂.. You tripping brother…

[@MMosesM]

Plot twist Ari’s rant was an 18min ad😂

[@djkameronblaze]

Makes perfect sense. The rant made me want to go watch the "Smoke" video on youtube just to see what she was fussing about. Seems like the music video is figurately showing what it feels like to be on the label.

[@IanJinYaMouth]

I think the reason people sign to active artists is because it’s an easier entry into the industry instead of getting signed straight to a major label. Also, the artist may have goodwill with their customers and possibly across other industries. For example, it would’ve been harder for Drake to get a deal straight with Universal if he hadn’t aligned with YMCMB. His ultimate goal was to be a stand alone artist with his own label. BUT that was over a decade ago. Doing that now doesn’t make sense especially with how the industry is set up now. You can build your own business with the right amount of money you spend on marketing and the right songs.

[@TONYBCONSCIOUS]

I've known ARI for over 20 years... She is the bomb and could've sold thousands on her own and made alot more money 💰 DYI would've worked for her !!! ❤❤❤❤❤

[@miamac63]

Then why didn’t she go independent? Isn’t the attraction to sign with a label to use their money and resources to realize your dreams? If she goes independent, she will have to use her own money and will lose those connections, right?

[@LeonaHeart]

I’m not so sure this would have worked for her. You have to be a beast at business by yourself! She has some legit complaints, but also Blames the label for things that are not their fault, like that interview getting out. They have no guarantee control over that. And if she made them sign something before the interview, she could sue them for breach of contract. She likely did not do that. I feel like she is making everything the labels fault, when some of it is her own.

[@D0V3_D0V3]

Interscope has always done that to its artist

[@brianmolele7264]

There's only one reason artist sign to record labels... and that's sync deals. There are doors an average joe can't open but majors can because of their brand status.

[@idesel]

Artist will have to learn to sacrifice and let go of certain label tied opportunities to revolutionize the industry.

[@taylorstep8135]

These labels relay too heavily on Tic Tok instead of developing a artist overtime.

[@rarebeautyjones_pyt7987]

I felt this was coming but imma keep watching

[@LovingSoul61]

same

[@36Swagga]

am buying it, her music changed to a point that the label doesnt want to fund ads anymore. ive been following her for years, am not that execited to liston to her music. sometime i just skip her music.

[@chaviorjohnson]

I’m a passerby can you further expound, asking genuinely don’t know what’s going on with her and willing to listen for information/ understanding.

[@tyriceclark4283]

Lupe revealed good information of his history at record labels over the course of his career.

[@ynmonroe]

I think that there is still a stigma to being an "independent artist". That socially, there is a cachet that comes with being on a label. Similar to being "self-employed" versus a "business owner". It's literally the same thing, right? But because most equate the former with struggle and the latter with automatic success. Maybe if independent artists, that were already gaining success when the labels come calling, branded their own label/company while on the rise, they wouldn't feel the need to fall into the trap. Also, people make the mistake of associating labels with only their successful artists. They don't think about all the ones that no one has heard of, or the ones that became one hit wonders for whatever reasons, or even the ones whose commercial success didn't equate to financial success. In other words, people fall for the dream, just like small companies that seek out bigger companies to "invest", thinking that's going to automatically catapult them higher faster, while ignoring the control and long term profits they might lose in such a deal. That's essentially what happens to these formerly independent artists, IMO. They go from being self-employed, but don't do the best of jobs of vetting the new employer so to speak. Sure, they might gain some benefits, but they also lose creative control, financial control, and production control (the when, frequency, and quality of the contractually obligated releases). Is this true for everyone? Nope. But there is a reason that talent doesn't equate success, isn't there? There is a reason why the same artists hit the airways year after year while some would argue that many more talented signed artists get lost in the sauce. Look how long it took Muni Long to get her album released even though she was signed and in the industry for so long! Look how her music that she wrote went to another artists that the label felt would better suit her songs! Now there is some truth to the power of a label. Just like for authors there are some valid benefits for why they choose to go with a publisher vs self-publishing. Not everyone is capable of marketing, financing, and distributing their own work the way that the right publishing company or label can. However, if you're already seeing success, some might simply need to consider getting the right people on their team vs going the publishing route. At least then you can continue to be the final authority and the captain of the ship.

[@Butter-p9l]

Oh, and I like her music.

[@7ktraxbeats118]

I was literally waiting for your video on this 💯🤝🏾

[@albertm9298]

Yo Curtiss, you should interview her.

[@khanyizzi]

They like f advertising we got bots to spike play 🤣🤣🤣

[@sevynlarue2002]

Curtis I’m one of your subbies that watch from the bushes 😅however, I had to pop out for a second to say maybe you should start a label 🤔 I think you are perfect for that become of ur knowledge, experience, and fairness. Just a thought. Ok back in the bushes I go lol love you my guy❤

[@SheilaMarrow]

🗣Curtiss King you are an amazing person in my opinion!🥰

[@sxpdawg]

Your fit is fire 🔥🔥

[@Noheartbronco]

Doesn’t Ari realize that interscope fired like…everyone?! Where have you been baby?!

[@INTER.NET_TONY]

i am in the similar situation with ads and major playlisting im always fighting for that spot

[@0uas]

She can stream on Twitch/IG/Facebook/KZbin and play games snd preview music to build a bigger fanbase. Idk I'm just thinking.

[@taylorstep8135]

Yeah her main producer already does streaming on twitch.

[@0uas]

@taylorstep8135 love that

[@finalbreath15]

I love ari, hope she figures things out

[@KDazee]

No ads?????? lmao that is so crazy

[@92kris]

I never understand why artist that sign artist under them don’t do a collab project with them…like kanye & cudi with kids see ghost…Cole is for sure priority number 1, so a 7track tape with one of his artist would most def help them, especially after combining the marketing

[@fangal12]

Personally I love Ari Lennox and never understood why she wasn't bigger

[@xafefyusha]

I’m so confused about the “spending my own money” part. Like, didn’t the money come from the label? Like how teachers have to buy their own classroom supplies which are not provide by the school.

[@JAYFULFILMZ]

But on another note… nobody would know Ari Lennox if it wasn’t for Dreamville!

[@RonStewee]

Her new song is just OK.Maybe that's the problem. I love her voice though. just not really the song

[@tracksphantom540]

Excellent content 👍

[@KaylaMarieQ]

2:02 nah shes referring to an interview she did with Terrell

[@BLACK24MAMBAA8]

Man i love Ari she is too dope she slept on a lil she should be bigger

[@DiezDedosDown]

31:45 yes. The artist can do their own ads alongside the marketing of the label. But what Ari said was that the label *didn’t believe* in ads. So there was no marketing strategy at all for her to add to it. Ads are expensive and there’s only so much an artist can pay for and how much reach it can get. That’s what the label promises. That’s why artists sign to it. My flabber is fully ghasted that they said they didn’t “believe in it”. What does that even mean?

[@miamac63]

If money is tight and music industry struggling, what do they do? If she goes independent, she STILL WILL NEED MONEY and now will not have access to resources or connections 🤷🏽‍♀️ Plus there are two sides and we’ve only heard hers

[@JK-wp4nl]

She said they don't believe in social media ads. There are other ways to promote. Sounds like she doesn't like their ways, but also doesn't want to be independent and do it herself.

[@DiezDedosDown]

I’m replying to you both here. If the label is not doing well, then don’t sign the artist and put them in those restricting contracts. Adding up artist you cannot afford to promote is on the industry not on the artist. And yes there’s other ways of advertising but if you want to sell nowadays, tell me what is the single most effective way outside social media? Specially for music. You both are blaming the artist and not seeing the industry that is in shambles because of their own practices. The industry has eaten its own tail at this point.

[@tdmidas289]

@@JK-wp4nl exactly

[@Open-MindedSkeptic]

She may as well start her own imprint.

[@AisleofSosu]

Nope. She wanted an interview she just did taken down. She wasn’t talking about her video for Smoke

[@25mrkeys]

J Cole apologizing took me out 😭😭😭

[@schwanhumes323]

u made a great point, she clda got her singles and her album alot of opportunity by posting on her youtube page; but she dont have an independent mindset, she really has a major label character but is forced into independence. And while i blame her label and the parent label; its like being a basketball player, u can blame ur teammates and the coach..but ur career/skill/etc is ur responsibility... if they aint gonna do their job u still have to do urs...

[@duanenonlyac]

There’s so many contributing factors to Ari’s frustration. While I’ve been subscribed to her, I don’t follow her heavily. That said, I can honestly say that I knew about the song and video 2 weeks ago (before her rant). So, to say nobody knows the song is out is inaccurate. Her first album had promo and so has singles since then before “Smoke”. This is just my take, but I think that since her first album, public interest in her hasn’t significantly increased and I don’t think the labels foresee much ROI from “Smoke”. It’s a decent song, but it’s far from her best and far from a heavily marketable appeal to the mass public. They say the industry is 10% talent and 90% business which is true, but the music still must be good and have appeal and “Smoke” fails to meet that in my opinion. She says she doesn’t want to be the face of mental health… I get that, but openly airing your frustrations with your circumstances on social media from time to time (because this isn’t her first or second time) makes you seem sensitive like you can’t handle normal pressures and gives the public an impression about you whether you like it or not. I saw another post online suggesting that the scenes in the video of her being in a psych-ward was an issue for her not wanting to release the video, but going back to my previous point, if she wasn’t turning to IG to vent, the public would have just taken the video as art vs a portrayal of how she may be doing mentally health wise. A week before this IG rant, she posted on Facebook how social media has been distracting her and she feels the need to leave all social media platforms alone after the end of this year. Whether she sees it for what it is, she sounds like someone who mental health is indeed an issue for. And going back to the music, she’s an attractive female in an industry where sex sells. I’m not suggesting she sellout musically and talk about her ***** like many female R&B singers and most female rappers, but I guarantee a different song with more sex appeal would perform better and probably would have incentivized the label to promote it more. Tems seems to be doing just fine career-wise and she’s covered up and not explicit and is still managing to reach and impress her fanbase. It’s a catch-22 all in all and I feel for her, but sometimes success comes from having the perseverance to turn your lemons into lemonade. On a side note, I’ve never been crazy about singers singing under rappers. I feel like a lot of singers like herself that signed under a rapper (Ashanti, Teairra Mari, Olivia) never really go as far up in their career as they should per their talent. Just my thoughts - this is way deeper (to me, at least) than the label not protecting or supporting her. I absolutely love that T-Pain empathized with her and extended the offer to not just assist her - but truly help her. God bless him for that. She says now she doesn’t wanna go independent, but I assure you if she really knew the difference of the world knowing you vs not knowing you and all of the perks and byproducts of her exposure via her label she’d reconsider.

[@Msboochie2]

This is the cycle of self sabotage, and not being accountable for her own decisions, then she expects someone to save her from them.

[@johnlennon3107]

This was well worded, i feel the same. You cant turn to the public outside of the art without being prepared for them to engage with what you've given them. She's been deemed a problem and someone struggling to maintain in the business and it would be hard for another label to pick her up with her behavior. I only mention that because she says she doesn't want to be independent.

[@meetkhay]

Watch a video of a Rapper from South Africa named Nasty C talking about his deal with Defjam

[@notfunnybutfunny7333]

Smoke sounds like that ai old school music. That makes old versions of viral internet stuff like BBL Drizzy original sample Edit: like i didnt know it dropped but i listened after her spill

[@Hey_Wiinter]

She was actually talking about an interview that came out not the music video

[@AwRatzz]

24:11 J Cole - Cocodile Tearz - “do it look like I fool wit IG?”

[@misters4022]

😂😂😂😂

[@apexhacker346]

This feels like it is time to look into J Cole's contract. If he owes money he's pulling a Drake where he's using his artists under his label to pay off his contract

[@IsaacWalker83]

The video she didn’t want to come out in the beginning of her rant was an interview she did with Terrell where he spoke to her about her mental health. She didn’t like how she felt it made her look and become the face of mental health. Thats what she was talking about her label didn’t protect her from by stopping that video to come out per her request.

[@OZZKEME.]

Dreamville where dreams fulfill or unfulfilled 🤣😂😂

[@taylorstep8135]

What's the point of signing to a label when you have to do the same if not more work as a independent artist would.

[@Bluevid588]

She clarified in the comments, that she was referring to the video that was released on the Terrell show.

[@idesel]

Just as streamers/youtubers are not signed to anyone, artists need not sign to anyone and instead reach out to their fans directly, either way they are already expected to do that via social media. It's obviously harder but not impossible. Problem is this will require an entrepreneur like mindset and a lot of people are not tuned that way.

[@Valeofmusic]

Hold up 😂 was that nose ring there the whole time

[@InuqiSevonne]

this video has me asking the same question when i learned about what a 360 deal was... like why would even waste your time.

[@youreadood]

*Kendrick Lamar* ⬆️ *Tyler* , the *Creator* ⬆️ Drake ⬇️ J Fold ⬇️ Lightskins ⬆️ ? 😂 idk how either

[@rayellkennedy5141]

😂😂😂😂😂light-skinned tryna take over and losing at every turn 😅

[@tyseanhill8343]

she's not talking about her music video Smoke, she is talking about the video with Terrell that was posted recently on his KZbin channel where he invites artists to do song Association and it's called the Terrell show

[@lamimijae]

Devils advocate: Curtiss, said artist get signed and they just don’t want to put in the work, he thinks she’s trying to put in the work. She’s not. She just wants things to be handed to her. She wants people to just ‘know’ that she’s dope. She just wants to put money behind something to do a thing for her instead of doing it herself. I could’ve told her you need to post a clip of your song to TikTok and tell people to go to KZbin to watch the full version. She rather let a team handle that, which they should if it’s specified in the contract. However, I feel like there’s a certain amount of loopholes that would make it to where they don’t have to do that, so therefore you need to do it. You signed the contract. Should there be a union for the music industry? Absolutely. Is there one? No.

[@D0V3_D0V3]

Based on her contract, she should have a suite!!!

[@Tripp74]

She is naive

[@dannynygin]

To pimp a butterfly - kendrick lamar

[@rarebeautyjones_pyt7987]

I be saying bruh so much my man make fun of me and we both born and raised In my state as city westcoast ok lol but NW rainy city 😅

[@potatoman7475]

🐧Linix Gang

[@Kaydark]

They're not going to let you go unless you recoup

[@lorddpablo9651]

The song is called smoke. It’s dope.

[@Deci.Muudah]

Should’ve signed with TDE

[@taylorstep8135]

TDE has to want you first.

[@Deci.Muudah]

@ true

[@JK-wp4nl]

Nope. No reason for TDE to touch this situation. She sounds confused.

[@cammelsphotographytv152]

Who is her manager??

[@jinxxy06]

That’s some good advice. She’s gotta start using her KZbin but she also needs to get away from her label first.

[@ASTROAngeLO]

Now J. Cole new song makes sense

[@ICTGOLDENGEMS]

Interscope has always known for doing this to artists.

[@INTER.NET_TONY]

Never thought i would hear her buggin

[@tastengcikwe251]

😂😂😂😂😂😂Kurtis "jcole will apologise"

[@semchristis3624]

Any details on the contract or 43 mins of speculation? :)

[@perpetuaonyango7851]

Maybe she should hire or get advice from Tyler the creator’s team. They are doing a marvelous job with his album release.

[@sgvmvp]

Her music doens't even pop up when you put in the word smoke. I remember when the song "Stick" off Revenge 3 came out you put S in the search bar and the song popped up! She should have way more traction.

[@daSTARPlayer]

The only successful artists I’ve seen signed to another artist are the ones signed to CMG. Whatever they have going seems to be working.

[@home-818]

Love ari

[@panchopablo6887]

I just listened to Smoke and no one knows it's out bc as soon as it comes on it's turned off! It's not the video the song just not jamming period. 😂

[@iamshawnwilliam]

She’s thinking 2015-2020 before Covid. If you don’t have strong content on social media or a presence then your art won’t get pushed. Hell, even Drake puts out cringy duck lip pics to continue his brand. Some artist like Kendrick doesn’t have to but Ari isn’t Kendrick. She needs to get with the times.

[@Msboochie2]

Joe Budden tried to warn her when she kept going on these emotional rants that she was coming across a certs way, she went on a personal tirade against him. She retired from music, then she was back. She seems to blame everyone else, like Terrell who are not responsible for all this. It seems like thiesevrants bring her the attention she doesn't get otherwise, but they do have a side effect. The girl can sing, but all the whining and complaining is a turn off. Would I want to do business with her? No!

[@ianfowler7787]

I'm just wondering how much did the music video cost, and did she pay for it or the label? I can understand why they are giving her trouble after spending money to create a music video for her, only for her to just decide not to release it after it's finished.

[@Tripp74]

They want the label to do everything & then get mad when they don’t have control

[@christhebonnetmann6]

That's what an investment kind of is though they handle the bulk of the marketing and advertisement

[@dominik5306]

MORE GEMS MORE WINS!

[@DivaDen]

😅😂😅😂😅😂😅❤even though she's already doing the work I don't think she wanna do the work. She could hire a medica team to manage her post and videos and then concentrate more on her music but she definitely already doing independent artist ish.

[@AP.lovetoAll]

🤔🌱💚 For her to express all of that to then say, “I don’t wanna go independent” is why the dog keeps chasing its own tail…. Just when you had high hopes for her.. Sad. And she wonders why they look at her like the poster girl for mental.. nvm.. Forward. Love. Bless.

[@Wrld_of_Shy]

What does that have to do with mental health

[@TruVice718]

Constant expressive/polarizing rants and sometimes backpedaling afterwards. Emotions are to be considered and weighed, not always acted upon - especially when you’re on a pedestal.

[@rayellkennedy5141]

The Party Is Dieing 😢

[@chicagoclassichip-hopmusic1014]

She's Thinking about her not getting knocked off for her Music Rights

[@pain-killer2011]

Is it the butterfly effect of Jcole beedf with Kendrick? And people losing faith in Coles persona?

[@goingglobalmusicgroup2555]

If your not the boss you will get played Period!

[@youreadood]

😂😂😂😂 bouta start kickin deez YNs out if they aint watched *Alvin* & *The Chipmunks*

[@drjonesey5]

Nah, it's because J.Cole apologized and then doubled down on Port Antonio XD *Joke*. I think more artist need to go independent, and also more record labels need to be their own thing, not sign to a ninja that's signed to a ninja that's sign to THAT ninja. Like can't Dreamville just be it's own thing? Why can't people just use the resources they have and learn SEO, Social media etc and then handle this stuff? You literally have every day people making Hundreds of thousands who learned social media advertising at the crib with more exposure and knowledge than Ari Lennox signed in the industry? LOOOOOOL A girl selling Yoga pants with a blog that has mastered Google SEO, Instagram ad and Advertisement pulling a million a year. Like bro LOL If you love music, the art and such, why not just curate a couple thousand fans and make your 6-7 figures and chill? You can make millions with just 100,000 dedicated fans, I think people want the label because of it's perceived star status, like if you're not on a label you're not REALLY an artist.

[@youreadood]

We cannot be THIS surprised about ts tho, the industry was bound to fall apart with a heavy foundation of foul men rather than the will to diversify the more *Music* itself has evolved * *pushes button* * art reflects life, in real time I'd argue atp now that literal songs are being labeled *Tik Tok* songs when anyone whose to consistently utilize said application grows exponentially within an algorithm displayed amongst the people, interesting how this video is essentially gently tapping into the promotional side of *Music* business. *Ari Lennox* like many, really the majority, of the women in the industry deserve better. We can spit about more when we get there, let the ladies keep gettin that money rn... Stop tryna stop the flow of it just because you aint period. *Period.*

[@bryanarts4323]

Today's new artist and new audience is all tapped into social media so the fans of the artist should know when ther music comes out and the fans are the advertising means to spread awareness of the artist by word of mouth. So wher are the artist fans or is she a plant

[@ynmonroe]

I don't think that's the issue. You can check with most advertisers and influencers, people can follow but only a small percent will actually take action on whatever in most cases. Besides, people advertise for growth.

[@darrellbarnes2096]

This is nothing new, it's been going on for several years now

[@Elemen10-01]

I see her becoming a Jaguar Wright in the future 😅. Let’s all stop the blame game, I think the song smoke is not that much of a hit and dreamville gave these guys a life for a long time now but they need to push up now. It has to be within themselves

[@kismetj3]

@@Elemen10-01 nah. Jaguar Wright is a different issue altogether. She's always been in her own way

[@user-of3dk8vp4t]

🚨Ppl sign to labels/artists for the obvious reasons.. you trust them and their early work.. you want to be as big as they are… and even if you know how the industry works, you can never imagine who those ppl are in cahoots with higher and higher and higher up that chain. Heck, only THEY know. 🚨Trust, the ppl want authenticity.. the labels dont. So They push what they want, not what the ppl want (then blame the “algorithm” like they’re not apart of it. It’s BEEN working since the 60s… of course they’re not going to all of a sudden have integrity now. It’s deeper than 2024, go back down the rabbit hole and see how far it goes… “Musical pyramid schemes” if you ask me…

[@noahdelarosa4485]

Maybe she is just falling off. Nobody seems interested. From what it sounds, she doesn't seem profitable.

[@AngellMessiah]

I don't understand what she's arguing. She started the rant about them putting her video out and not taking it down, but then later complained about people not seeing her video 🤔

[@kmarcol1]

She needs to go to TDE