Wednesday, May 4th, 2011 at 2:09 pm
Sometimes you look at an artist or groups output, match it up with current trends, and wonder why they’ve yet to find commercial success. Such is especially true with Pac Div. The trio dropped three free albums from 2009 onward, shot videos and went on tour as a buzzworthy group. Yet their profile hasn’t raised much since their critically acclaimed Church League Champions album dropped in ’09. Andreas Hale of The Well Versed talked with the group about their plan to build interest even further.
“It’s a different day and age right now so the name Pac Div has to resonate with more people moreso than it has been,” Mibbs says while stating that Grown Kids Syndrome will “hopefully” drop this summer. “You see people like Lil B, he hasn’t even dropped a solo album yet but he has a lot of buzz because of his grind before. That’s what we’re working on right now – the demand. When you come out with music you increase the demand. You definitely want to keep people satisfied.”
I understand that M.O. but I have a few gripes on the matter. For instance, Lil B’s music doesn’t vibe with me but the appeal lies in much of his outlandish and downright comedic material. He has hardcore supporters. However you have to admit his music also spreads out of people’s disbelief from what he says on record. It’s pure shock value heads scoff at yet share with their friends because they think it’s funny, wack, offensive or a mixture of the three. I know I’m guilty of that to a degree. More importantly, his visibility spreads either way because each facebook link or tweet leading to his videos puts one more person on to “Wonton Soup,” “Ellen Degeneres” and so on. Notice how I left out those links on purpose this time.
Pac Div’s music simply doesn’t have that effect. That’s not to say it shouldn’t be spread as I feel they should’ve found commercial success by now. Having a traditional approach as a new act is frowned upon these days. Their music still, while targeted at a young, hip-hop loving audience, isn’t exclusive to that space. Nevertheless, they aren’t attention seeking provocateurs which seems to be the latest wave in rap.
The trio’s plan could work to their advantage since they didn’t get a major label push yet. Many artists before them get the machine behind them with lackluster material and fall flat on their face. Plus it’s evident striking while consumers tastes are more fickle than ever spells doom for artists’ careers. Therefore, Universal’s indifference towards promoting their debut thus far could be a blessing in disguise.
Part of me, despite all this, still believes they should have found a way to break through by now. Their best combination of songs in their discog so far can easily yield a debut record with quality singles. But you can chalk that up to being a rap nerd who first heard of them nearly four years ago.
Maybe having Jason Geter, co CEO of Grand Hustle, as their manager can give them the momentum they need. They’re in a weird place in their careers but they’re still a cut above being everyday internet rappers. They don’t have to be multi-platinum sensations but they’re capable of expanding to a bigger audience without compromising their creative process. Let’s see if they can get over the hump when Grown Kid Syndrome ships, by Mibbs’ estimation, sometime this summer.