Last week Reach Records launched “Altered PRo” – an online remix of the similarly named 1989 Sega Genesis video game.
Its storyline picks up where the artist PRo’s YouTube mini-series left off and challenges players to fight against the per-zombified evil thoughts of his former self. It’s a clever way to let fans hear “Full Court Mess” (another single from his upcoming Dying to Live album) and illustrates why some artists might actually still want to sign with a label. Before January’s announcement that he had joined Lecrae’s Reach Records team, PRo was an established rapper with a decent following. He even has his own Reflection Music Group label with a roster of artists like Brothatone, Canon, and Chad Jones. So what does he really need Reach for?
Things like Reach’s Unashamed Tour (which put PRo in front of thousands) last fall and “Altered PRo” are massive marketing efforts the artist more than likely could not have pulled off by himself.More rappers need to make moves like this when it makes sense. Let a record deal be more than a logo in the bottom corner of your cover art. Let them methodically market you in ways you can’t achieve on your own. And if they can’t do that, then stay indie and keep the more of the royalties in your own register.