Have you heard of the artist Outasight? I hadn’t until I saw him featured in a Rolling Stone article about artists to watch in 2012. He presents a classic problem of a Major Label contract.

After two years signed to Warner with no solid project to tout, Pepsi reached out to Outasight to use his tune in its “Who’s Next?” ad campaign…. The cola company’s endorsement was just the boost the electro-pop rapper needed; it seems his label has now taken him off ice. Outasight is expected to release his debut album later this year. (via RS)

It took PEPSI to show Warner what they had on their own roster! Come on!

Granted being the new song for a global Pepsi ad campaign would do wonders for anyone’s career, it’s still the strength of Outasight’s song that won him this contract (I hope). Tonight Is The Night is definitely an earwig that’s gaining moment, but do you want Outasight’s career? Being put on ice, on hold for two years while you wait for…. what?

Let’s contrast Outasight with Alex Day. Alex Day’s brand new video has garnered MORE YouTube hits than Outasight’s Pepsi song, despite Day releasing his video a month later. Day also has a rabid following that helped this unsigned artist get to number 4 on the UK charts.

These two artists make very different music but their goals are the same, to create a fanbase and to create a career. At least Alex Day has freedom. He does what he wants, he builds his career, he tries things instead of being put on ice until a soda pop company hears your tunes. Amirite?

Also watch this:

So which career do you want?

Music Consciousness
Voyno