In a climate where blogs are thought to be the authority on hip-hop culture, it’s hard to imagine a budding MC blatantly denouncing a media juggernaut. For most artists, it’s more logical to seek the approval and validation of these outlets, after all, they do hold the keys to success- don’t they?
Danse, however, isn’t most artists, and therefore the “F*ck Fader” campaign was born. On his latest release of the same name, the BKLYN STICKUP frontman launched verbal grenades into the blogosphere, but The Fader appears to catch the bulk of the shrapnel.
“F*ck Fader and anybody that sniffs salt, I never met a journalist GD at Pitchfork.”
There was a time when Danse sought the recognition of blog journalists across the online music space, but he quickly discovered the political landscape was loaded with favoritism, bias and asks for monetary compensation in exchange for posts. These roadblocks were ultimately a blessing in disguise.
Danse and his team consequently rerouted focus and launched their own company, website, recording studio and line of merchandise. The crew learned early on that opportunities will not be given - they must be taken - hence their aggressive motto “when they give you nothing, take everything”. Becoming anti-industry, DIY darlings wasn’t rooted in some Art of War tenet, nor was it a result of youthful defiance. On the contrary, the mindset is simply a mechanism of survival in an industry that isn’t routinely passing out favors to a group of young ruffians from Brooklyn.
Danse has received more attention from The Fader by dissing the outlet on a track than he ever did pitching them music straight away. Since releasing the song, Danse’s company, The Stickup LLC., has been hit with a cease and desist from the publication.
“It’s not even about The Fader alone,” claims Danse. In a conversation with the MC, Danse makes it clear that he has “no problem” with the publication itself or their staff specifically. The “F*ck Fader” campaign came as a result of reaching a breaking point after several labels asked if he had been featured by the outlet, as if their interest in him would be contingent upon a yes answer.
“I had several label meetings," the rapper lamented. "Before even listening to music or watching videos, they would ask me if I had been in The Fader. I performed at the MTV Awards in Italy. Me and Eminem are the only two U.S. hip-hop artists to perform on live television in Italy. Our merch ships all over the world. Fader didn't do this for us. We are self-made, bro. That's why I'm like 'F*ck Fader'!"
"A label asked me, you been up on Fader yet? I told them nah, because I ain’t pay that retainer yet. 6K a month? Nah, this AK will jump." (lyrics from F*ck Fader)
While I cannot confirm The Fader charges $6,000 as a retainer for artist posts and platform support, this idea of "blog payola" is a conundrum, considering blogs began as an answer to the rigid gatekeepers blocking new artists from traditional media outlets. "Blogs hated on radio for the longest for being closed off to new artists," claims Danse. "Now, they've become what they always claimed to despise, I guess."
Danse's "F*ck Fader" initiative has proven to do exactly what it set out to - spark conversation, ruffle a few feathers and inspire peers in the rap game to be great, regardless of outside validation.
Update: The Fader reached with the following statement “The FADER is a media company encompassing web, print, and video. We have never and would not accept monetary compensation in exchange for coverage, and do not favor artists from outside of Brooklyn. The writer made no attempt to reach out to The FADER, or any other sources with knowledge of this landscape.”