5 Thoughts on PJ Morton Signing with Young Money Cash Money Billionaires 0

by Fredara Mareva • Uncategorized • Tags: ,

So yesterday, the very talented musician/songwriter/singer PJ Morton announced via his Twitter that he’d signed with Young Money Cash Money Billionaires. Now I won’t front like I’m his #1 fan, but I am familiar with his music and I root for his success. But, I’d be lying if I didn’t say that this deal gives me pause. Post pause these were my thoughts on it.

  1. Hopefully the New Orleans connection between Pj and YMCMB gives them a good understanding of each others. Since everybody is a N.O. seems like they should have a greater understanding of what the other party does well.
  2. PJ has an image problem. Lots of people incorrectly think he’s a gospel singer (it doesn’t help that his father is Bishop Paul S. Morton).
  3. Soul music fans are even worse than hip hop fans when it comes to policing associations. I don’t doubt that many PJ fans and the target audience for PJ’s music will react with skepticism, like “how you gonna sell me “Every Girl“  AND “The One?” The last thing either side wants to see is PJ singing hooks on Weezy songs or Cory Gunz verses on PJ songs. It’s a tricky balance that a company that is SO identified with a certain kind of music is going to have to adeptly navigate.
  4. YMCMB has been on an acquisition binge lately, so hopefully they’re implementing strategies that we don’t fully understand yet, but will make sense in the long run. Maybe
  5. These are the kinds of deals that could work. One thing YMCMB has excelled at is reinventing the “cash money” image and keeping its finger on the pulse of what’s hot. Unfortunately, one thing has repeatedly failed at is trying to branch out from its core pop hip hop sound.

So real talk. Against my reservations I’m rooting for this deal to yield positive results because if it does that can help raise profile (and profitability) of lots of other Black indie artists. YMCMB has the kind of money and resources that can help artists like PJ reach the next level. BUT the deal has to make sense and the music has to be fantastic. I just hope PJ gets to be PJ and do more than this: