Lesson #3: If you treat an album like it's a big deal, other people will treat it like a big deal.
A lot of rappers spend so much time promoting their albums that they lose sight of the bigger picture. They forget that even though they've done a gazillion interviews about their album, there are people out there hearing about it for the first time when they, say, do a radio interview. So rappers need to make a choice—either limit your appearances and only do interviews when your heart is really in it or make sure your heart is in it and treat every interview like the first interview you're doing about your project. It's damn near impossible to do that. But if there's one thing we've learned from Jay, Kanye West and Frank Ocean, it's that everything you do should have some meaning behind it. Don't do interviews just to do them. Do them because you care and because you genuinely have something to say about your project. Otherwise, what's the point?
Photo Credit: Freshness