Newsletter #131

🔊 APE Crash

"By any means necessary." — Malcolm X

You can determine the worth of something by the effort someone puts into it. Music isn't an industry that rewards the bare minimum; it is an industry that reserves spots only for those willing to work and requires maximum effort at all times. You get out what you put in, and few live by this principle.

Crash mainly records with Jamie, so his music got to me before I ever met him in person. His unique and memorable lyrics always find a way to be the topic of conversation, then phrases I find myself repeating over and over. It wasn't until Dev, and I sat down with him to sequence his unreleased projects that I got a feel for the guy behind the music. We typically start the artist development process by first advising the artist on what to create, providing them with a clear direction that gives us a clear path to follow. Crash was the opposite. He arrived with all his music prepared, Allowing us to be more of a guard rail rather than a hand to hold—the definition of being proactive.

While most artists demand high maintenance, Crash enjoys the DIY approach. He understands the concept of world-building and that you can't simply drop a song and expect it to push itself. Half the battle is recording short-form content, taking pictures, and interacting with the people listening. These tactics are second nature to him, making each song bigger than the last and reaching more people than before!

As Crash and our team prepare to deliver the music his supporters have been eagerly awaiting, check out his latest music video and live performance for "Risk Taker," now available on all platforms. Don't forget to follow APE Crash on Instagram at @‌apecrash.

— Jeff Diggs, Jr.

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