In an era where digital platforms are reshaping industries, the music business is witnessing a revolution, largely fueled by platforms like YouTube. Despite debates around streaming royalties, YouTube’s unparalleled reach and free access model have become fertile ground for a new breed of music entrepreneurs. Among these rising stars is CashMoneyAp, a 23-year-old producer who has carved a lucrative career selling beats online, leveraging YouTube as his primary marketing engine. This is the story of how CashMoneyAp, through strategic online marketing and a keen understanding of the digital music landscape, built a thriving business, garnering millions of views, placements with A-list artists, and the attention of major industry players.
CashMoneyAp’s journey is a masterclass in modern music entrepreneurship. Hailing from Guadeloupe, a Caribbean island with a nascent music scene, he recognized the limitations of traditional industry pathways. Instead, he turned to the internet, specifically YouTube, to showcase his talent and reach a global audience. Within just three years, his YouTube channel exploded, amassing nearly half a million subscribers and over 100 million views. This impressive online presence is not just vanity metrics; it’s the foundation of his income and a testament to his effective digital strategy.
A cornerstone of CashMoneyAp’s success is his adept use of the “type beat” marketing strategy. He strategically titles his YouTube videos with the names of prominent rappers like Young Thug, 21 Savage, and Travis Scott, creating “Young Thug Type Beats,” “21 Savage Type Beats,” and “Travis Scott Type Beats.” This tactic directly targets fans and artists searching for beats in the style of these popular musicians. While not a novel concept, the “type beat” approach has gained significant traction, becoming a vital tool for producers to connect with potential clients. Even established artists like Joey Badass have openly acknowledged using YouTube as a virtual A&R, highlighting the platform’s role in modern music production and artist discovery.
The shift towards online beat procurement represents a significant efficiency boost for rappers and artists. The traditional, often lengthy process of waiting for A&Rs to connect them with producers and book studio sessions is becoming obsolete. Now, artists can swiftly navigate YouTube, pinpoint their desired beat style, purchase it, and record vocals, potentially releasing new music within 24 hours. This speed and accessibility are invaluable in today’s fast-paced music industry.
Furthermore, CashMoneyAp’s business model is designed for accessibility and scalability. He employs a beat-leasing strategy, offering single beats for as low as $50. This budget-friendly entry point democratizes access to quality production, particularly for emerging artists. While the low price point might seem counterintuitive, the volume of sales is key. CashMoneyAp estimates leasing beats to “more than a thousand people,” generating consistent revenue through volume. While full ownership rights are available at a premium, the leasing model provides a steady income stream and broadens his customer base.
To streamline his sales and business operations, CashMoneyAp utilizes BeatStars, a leading e-commerce platform tailored for music producers. For a monthly fee, BeatStars provides a centralized marketplace for beat sellers, offering contract templates, social media marketing tools, and SoundCloud monetization features. Abe Batshon, the founder of BeatStars, rightly points to CashMoneyAp as “one of the most perfect examples of what a young music entrepreneur can do in this world,” highlighting his exemplary use of online tools and platforms to build a successful business.
While some traditional producers might view beat reselling as diluting the value of production, CashMoneyAp sees it as an empowering strategy, especially coming from a smaller music scene. For him, online platforms like YouTube were not just marketing tools but essential pathways to bypass geographical limitations and connect directly with a global market. This strategic approach propelled him from his bedroom studio to major label offices, culminating in a management deal with Steven Victor, Executive Vice President and Head of A&R at Def Jam Recordings.
Steven Victor emphasizes the paradigm shift CashMoneyAp represents: “Artists now go and find CashMoneyAp’s beats to record on, and put online and hope to garner a fan base and hopes to the attention of an A&R or a record label.” He highlights the cost-effectiveness for artists, noting that a ” $250 investment in a CashMoneyAp beat can be the catalyst for a million-dollar deal or a successful touring career.”
Looking ahead, CashMoneyAp, guided by Victor’s industry expertise, is expanding his brand beyond beat sales. He is venturing into releasing a solo album and establishing his own record label, nurturing a roster of producers. This evolution signals the growth of CashMoneyAp from a successful online beat seller to a multifaceted music industry mogul. As Victor aptly states, “This is the beginning of an empire for him,” a testament to the power of online entrepreneurship and strategic brand building in the modern music landscape, spearheaded by figures like CashMoneyAp.
