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RapCaviar, the favored and influential Spotify playlist that boasts greater than 14 million followers, is including a video podcast to its model choices. Hosted by Brandon “Jinx” Jenkins, it launches Aug. 4 and comes on the heels of the announcement {that a} Hulu docuseries, “RapCaviar Presents,” can also be within the works.
Promising “to settle long-standing debates” through barbershop-like chatter, the podcast will host visitors together with artists, producers, label executives, writers and critics. Preliminary bookings embrace Justice Baiden (co-founder and head of A&R, LVRN) radio character Bootleg Kev, Trent Clark (editor in chief, HipHopDX), author Rembert Browne and Netflix content material govt Jasmyn Lawson.
Carl Chery, who curates the RapCaviar playlist and serves as artistic director and head of City music at Spotify, spoke to Selection about plans for the pod.
RapCaviar has performed such an important function in blowing up hip-hop songs. The place do you view its function within the music business?
It’s transitioning into having extra of a voice within the tradition, along with merely playlisting songs and supporting artists as a streaming service. You’ve seen a few of it by means of our social channels. A few yr and a half in the past, we partnered with an company to essentially rev up the socials and begin sparking conversations.
You see it final yr with what we did with the Mount Rushmore of rap. You see it as we speak with the artistic we did with [the] “Feelin’ Myself” the place we did this anime-style illustration with 10 of crucial feminine rappers proper now. We wish to be part of the dialog — of what’s already occurring, but additionally beginning the conversion.
When did you provide you with the concept for a video podcast and clarify the way it works?
I at all times had the opinion {that a} playlist is just not sufficient. You take a look at different retailers that have been vital all through hip-hop historical past, whether or not it’s XXL or the weblog period, there’s at all times context. They have been in a position to contextualize no matter they’d current to you. It’s completely different while you go on RapCaviar, you see the songs and that’s it. It’s vital to us to create these completely different channels the place we are able to add context and communicate to what’s vital to us and the tradition.
I had conversations with just a few folks internally not less than two years in the past. Shout out to all of the folks within the studio groups, and Daybreak Ostroff [Spotify’s chief content and advertising business officer], she was a giant supporter in ensuring the podcast received off the bottom.
One of many issues that got here up was whether or not or not I’d be the host. Clearly, I don’t have the time. [Laughs] In order that’s the place the concept of getting Jinx to be the host of the RapCaviar podcast got here up. The model’s vital to us, so we wished to ensure we had among the finest rap conversationists within the enterprise.
We checked out what’s on the market, and by way of podcasting within the hip hop area, there are some debates. We noticed it with “On a regular basis Battle” and what Joe Budden is doing the place [conversations] naturally changed into debates. We felt Spotify may put a sting on what hip-hop debates are like — have extra particular subjects, actually make it extra in regards to the music and tradition as a substitute of specializing in the juicy sensational stuff, which has been front-and-center the previous few years.
The place will the pod document?
It’s taped within the L.A. studios. Jinx continues to be residing in New York, however he’s going to commute and document the episodes. We’re nonetheless determining how we’re going to deal with recording at any time when alternatives presents themselves elsewhere. For instance, we’ve the primary few episodes already within the books as a result of we had just a few periods in L.A. The primary episode is with myself, Justice from LVRN, and Hakeem who’s the host for OurGenerationMusic. We talked about who’s the subsequent Massive 3 — who’s the subsequent model of Cole, Kendrick, and Drake?
As for why a video podcast? After we’re having spirited dialog, it’s one thing that needs to be seen. It’s one factor to listen to somebody and you’ll hear the fervour, however while you see the primary episode and also you see Justice get animated when he says sure issues, that’s one thing that was vital for us to indicate as effectively.
Will songs from the playlist be used or performed within the podcast?
Up to now, none. I’m positive there can be situations the place we discuss a particular tune and we’ll play that tune. We did get a customized theme observe from the producer JetsonMade, and are tremendous enthusiastic about that. We felt it was vital to incorporate somebody that the neighborhood’s acquainted with as a substitute of simply getting an instrumental from beats.
How does the content material of the podcast evaluate to the Hulu docuseries?
The podcast goes to be centered round conversations. I talked in regards to the Massive 3 episode, one of many conversations we had was about who’s on the Mount Rushmore of the early 2000s. We had a dialog about Kendrick’s albums, the place panelists — Trent Clark from TMZ Hip Hop, Aaron Smarter from Uproxx, and Letty [Peniche] from Energy 106 all debated what Kendrick‘s high albums are.
The Hulu docuseries is extra about storytelling. Each episode facilities round one character, and we’re telling a narrative that speaks to what’s occurring in hip-hop at massive. I don’t wish to spoil the pod, however the first episode is about Tyler the Creator. Whenever you watch it, it’ll be his story, however there’s going to be one thing that additionally displays on what’s occurring in hip-hop culturally.
What are a few of your favourite podcasts?
[Spotify’s] The Ringer makes phenomenal content material. I’m obsessive about “The Rewatchables.” It’s principally a unique solid each episode, they return and discuss a basic film and the way it’s aged. They provide the context of the film, the celebs and the place they have been on the time. If relevant, they discuss what the local weather was within the film enterprise on the time. If the film was transformative, they contextualize that. They preserve mentioning actors in different films. I additionally love what Gillie and Wallo are doing with “Million Dollaz Value of Recreation.” However I do suppose that the podcast could have an enormous area. I don’t suppose anybody’s doing what we’re doing proper now.Hearken to a preview of the RapCaviar podcast under:
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