Producers in 2017: How are they being appreciated?

These days, it’s just as essential to know the producer behind the beat as it is to know the artist spitting the verses. From grinding in Atlanta to becoming a Grammy Award winning producer, Zaytoven might be one of the most influential producers of our time. Last week, a visual of  THE fiercest pianist in the land and record producer went viral of him speaking on the value of clout over coin in this generation. Now more than likely the topic came up based on the fact that many of our hit-maker producers like DJ Mustard and Sonny Digital had previously spoken on producers deserving more credit.

On a specific episode of Everyday Struggle with Mustard back in June, he told them that he never looked at money as what he wanted, but more so deemed his relationship with his artists like YG as the ultimate investment (which also may pertain to other relationships we witness like Metro Boomin’ and Future, 40 and Drake, Mike Will Made It and Rae Sremmurd). The producer explained that the people he started with are the very people that he expects to remain loyal to him  if he ever falls. It’s hard enough for artists [let alone producers] to generate a dollar being that singles, albums, and ep’s is so easily accessible and it’s clear that artists are still figuring out how to be successful in 2017 (whether that may be from doing tours or going independent or expanding into different industries).  Around that same time between the release of XXL and the BET Awards, Sonny expressed via Twitter that producers deserve more credit whether that may be sitting with the XXL freshmen he’s helped shape a sound for or getting an award on a televised publication. As a result of the frustration, he  announced that a producer union was coming soon to dead the current problems.

When it comes to the term “successful,” we automatically think of money but perhaps we need to think outside the box like our legend in the making producers that are responsible for these Bill Board hits to the club bangers.  Success clearly means different things to different producers these days and that’s okay. Zaytoven appreciates the clout while Mustard is appreciated through loyalty. Sonny wants more appreciation for on the rise and mainstream producers. We know as a culture that if Metro doesn’t trust you, Future may shoot you while for tracks for Rae Sremmurd, we know that Mike Will made it. In this industry, there’s pros and cons in everything and anything you’re apart of. If we as an audience show as much love and support for these producers  (whether that may be purchasing an album, following them on IG, attending their DJ sets, implementing an award for producers, or putting them in XXL with the freshman ) as we do these artists, everyone can win and all feel appreciated eventually.


Jaconna is a 21 year old writer and interviewer as well as the editorial producer and creative director of Everything Boisterous ( which caters to reflecting the lifestyle, fashions, and talents of creative and unique individuals (from the likes of Well$ to COMPLEX'S Jinx and many more). IG: forever_salene ;Twitter: @Chipsahjoy/ @stayboisterous

Posted in CULTURE Tagged with: , , , , , ,




Inquire about sponsored posts at