When you think of today’s rap stars, you get a mental image of cash-obsessed singers with lyrics that speak endlessly of money, diamonds, gold, and other expensive things. Their videos feature flashy cars, mansions, furs, and a lot of cash. But are these things real? Do rappers use their possessions in their videos? Let’s take a look at the reality of this industry and its impact on musicians.
It is no secret; there is big money in music. Look at superstars like Jay-Z with a net worth of $1.3 billion, or Kanye West, who has a net worth of $6.6 billion. While income is relative, the fact remains that there is a lot of money changing hands in the world of music. In one recent publication, Lottoland looks at cash-obsessed rappers, and their net worth. But are all successful rap stars worth fortunes? For many rappers, the image of money is just part of commercialism. It is part of their marketing. Some rappers create the “cash and flash” to deliver their “product” to the customer, or in this case, the fans. Often the money, jewelry, and expensive clothes are fakes. They are just good copies. Rappers may rent the costly automobiles, and homes used in their videos, much like they hire the beautiful people that surround them.
Photo by Luis Quintero from Pexels
What does a rapper really earn?
Let’s look at the ways a professional rap artist makes money. Not counting any diversifying he may do throughout his career, he will make money in the following ways:
- Album sales
- Touring
- Branding (and promotions)
Album sales
Assume that a well-respected rapper sells 300,000 albums per release. This is a bit generous, but for example purposes, we will give them 300,000. If the average album sells for around £6 – £15, that provides the rapper with between £1.5 million to £4.5 million. But, that number does not include the other professional’s money for their part in making the album. He will pay a large percentage to the label company, producers, retailers, and distributors. Then there are the production costs. A good rapper will get to keep a little over 6.5% of the sales. This brings his income to £149,697.00. That may sound like a lot of money, but an artist will not produce a great album every day.
Touring
The touring industry suffered huge losses due to cancellations in the past year. Though many hoped summer 2021 would mark a significant comeback, that has not happened. But, looking at an average can give us an idea of what rappers earn in touring. The average number of attendees at rap concerts in the past year is about 9,000. If we guess at ticket prices at around £19 he will earn £171,000 per concert. If he performs 30 concerts per tour, he will earn £5.13 million. However, touring costs money. He will pay for gas, food (and drinks), lodging, equipment, and transportation. He will pay his road crew and associated production expenses. Finally, the money will be divided between the artist and the band members. A well-respected rap artist can expect to earn about £945,000 per tour.
Branding
Once a music artist has arrived and become famous, fortune 500 companies will jump through hoops to have them enforce their products. Musicians will get paid for wearing certain clothes and shoes. Big names like Nike, Adidas, and Coke will pay large sums to rappers to display their brand. They will earn money for any activity that connects to a brand. The amount of cash they bring in from branding depends on the brand’s popularity.
Sometimes a rapper will expand and create their brand. Kanye Wests’ Yeezy brand is a good example. His brand and contracts with Adidas and Gap brought in 1.7 billion in revenue last year.
Conclusion
Rap artists make a lot of money. However, it takes a lot of money to be a successful musician. Mega-stars in the industry bring in a significant income. But, the average rapper is not nearly as rich as their videos would have us believe. All the bling and bucks we see online or on television are not real. For every successful rapper, thousands that want to be. There are hungry artists out there trying to catch a break. There is one saving grace. Many successful artists will reach out a helping hand to new talent. This is the real side of the music industry. At the end of the day, it comes down to a love for music. That is one emotion that cannot be dimmed by greed or glamor. It is the foundation of all avenues of music. As long as there are music lovers, the industry will rock on!