By now most of us are aware of the suffering financial state of hip-hop and all other urban music genres. Everyone has their own theory as to why such is the case. No matter the cause though, the fact remains that the music industry has changed from the days of multiple multi-platinum releases every year. At this point only about six or seven artist sell millions while others have lowered their platinum aspirations to gold achievements. Because of this record labels are scrambling trying to find new ways to sign and break new artist as fast as possible to make a quick buck. That’s why you now have things like 360 deals and what not. Labels know they need to capitalize on an artist’s buzz immediately because they are only hot until the next one just like them shows up and does it a little bit different, a little bit better.