For over a decade Factor Chandelier has been creating a sustainable career producing beats for underground hip hop, a genre that is arguably still in its infancy. What’s more amazing still, is that Factor has done far away from any major metropolis. Using the internet and strategic touring, Factor has built an enviable career. But exactly how has he done this? After spending some quality time with Factor I can say the basic formula is this:
HUSTLE + MAKE FRIENDS + HUSTLE EVEN HARDER + EMBRACE CHANGE + HUSTLE HARDER STILL + MAKE MORE FRIENDS + RINSE AND REPEAT.
A key characteristic of Factor’s success is that he never stops working. Since 2000 Factor has released, or been a part of, at least 3 releases a year(!) A big reason for Factor’s prolific release schedule is that he is in control of his music. Side Road Records is the label that Factor owns and operates and Factor uses Side Road to build bridges with other labels, acts and capitalizes on those collaborative opportunities. One of those bridges was when he signed with Fake Four in 2007. Factor found that the momentum that he had built since the late nineties reached another level and according to Factor “the opportunities just kept coming with Fake Four.”
Do yourself a favor and YouTube some of Factor’s videos. They are slick, stylish, and tell the story in a unique way. Early on Factor embraced video and now has a lot of hits and finds a lot of new fans on YouTube. Each video is another place where his fans can experience what Factor is about. Each video is another place where someone can stumble upon his music. And with the emergence of Twitter and Instagram Factor has found an effective way of connecting with his biggest fans.
In addition to recorded music, Factor has embraced the full live show with his project Factor and the Chandeliers. The project consists of Factor leading a slew of live musicians (drums, bass, guitar), Factors “Chandeliers”, through tracks that were devised in the studio. The Chandeliers are part of a plan to move away from samples and focusing more on creating 100% original content. “I still DJ shows, but a few years ago I was asked to be part of a big movie soundtrack but the track they wanted had a sample we couldn’t get cleared in time” Factor explained. Seeing how much that experience held him back Factor began producing his own creations from the ground up. The Chandeliers record is his first live band project and judging by the response it won’t be his last.
After a few hazy hours I leave Factor’s studio with a buzz. This guy has found a global audience, he’s embraced the changes of the music industry and understood that to stay connected he needs to keep creating solid content. Not an easy task, but Factor puts his head down and keeps creating music, keeps making friends, and keeps hustling which will no doubt bring Factor even more success.