Curren$y is a stable of the undergroup hip-hop world and has been since his brief stints with the mainstream, most notably joining Lil' Wanye's YMCMB. Just as leaving that group left some wondering what Spitta was up to, his latest endeavor shows once again that he had a plan all along: to carve out his own independent lane, free from influence, big money or label stress.
Call it Curren$y's #NewRules.
He's making them using BitTorrent to give away his music for free. That isn't an entirely new concept, because rappers started giving away mixtapes en masse following 50 Cent's meteoric rise to fame. But Spitta's Torrent is more than just music. With a download, you gain access to exclusive videos, more tracks and even coupons for cheaper merch at shows.
He's not the only one on board. Several other groups from various types of music are utilizing the method as well, including Public Enemy. But few offer the complete package as Curren$y has.
Here's the pitch from Jet Life's marketing strategist, Austin Briggs.
This is a mixtape built for the Internet: multimedia storytelling made free, for over 170 million fans around the world. It’s not just free music, but an all-access pass to one of the best crews in hip hop. We want our fans to have the opportunity to interact with with Jet Life on all levels; allow them to become a part of the Jet Life brand and movement: concerts, merchandise, contests, music and video – the full experience.
Your move, hip-hop.