in college ten years ago when I learned rap sensation Lil Wayne was performing
rap sensation Lil Wayne was performing
rap sensation Lil Wayne was performing at the Target Center in Minneapolis I
at the Target Center in Minneapolis I
at the Target Center in Minneapolis I begged my friends to suck up the $78
begged my friends to suck up the $78
begged my friends to suck up the $78 ticket price but when everybody turned
ticket price but when everybody turned
ticket price but when everybody turned me down
me down
me down the decision was simple it’s just me and
the decision was simple it’s just me and
the decision was simple it’s just me and Wayne after all so much of my childhood
Wayne after all so much of my childhood
Wayne after all so much of my childhood was just mean Wayne when the bells in my
was just mean Wayne when the bells in my
was just mean Wayne when the bells in my high school rang I press play in my idle
high school rang I press play in my idle
high school rang I press play in my idle imagination went wild thanks to the
imagination went wild thanks to the
imagination went wild thanks to the wizard of hip-hop the metaphor magician
wizard of hip-hop the metaphor magician
wizard of hip-hop the metaphor magician at the Target Center when he sang him
at the Target Center when he sang him
at the Target Center when he sang him wonder why I stress I am the best
wonder why I stress I am the best
wonder why I stress I am the best cuz even bobbleheads tell me yes our
cuz even bobbleheads tell me yes our
cuz even bobbleheads tell me yes our entire sea of 15,000 fans replied with
entire sea of 15,000 fans replied with
entire sea of 15,000 fans replied with his irresistible laugh Wayne’s rhymes
his irresistible laugh Wayne’s rhymes
his irresistible laugh Wayne’s rhymes were candy for the ears tasty yet toxic
were candy for the ears tasty yet toxic
were candy for the ears tasty yet toxic misogyny violence hyper sexuality
misogyny violence hyper sexuality
misogyny violence hyper sexuality materialism sometimes blatant
materialism sometimes blatant
materialism sometimes blatant insensitivity were the high fructose
insensitivity were the high fructose
insensitivity were the high fructose corn syrups of his music
corn syrups of his music
corn syrups of his music this sugar fed society’s cravings
this sugar fed society’s cravings
this sugar fed society’s cravings between 1997 and 2012 the 15 years where
between 1997 and 2012 the 15 years where
between 1997 and 2012 the 15 years where I aged from 10 to 20 for Wayne was
I aged from 10 to 20 for Wayne was
I aged from 10 to 20 for Wayne was everywhere on the radio atop billboards
everywhere on the radio atop billboards
everywhere on the radio atop billboards charts where he eclipsed Elvis’s record
charts where he eclipsed Elvis’s record
charts where he eclipsed Elvis’s record for most Hot 100 hits YouTube television
for most Hot 100 hits YouTube television
for most Hot 100 hits YouTube television advertisements
advertisements
advertisements the average teen listens to four hours
the average teen listens to four hours
the average teen listens to four hours of music daily during those 15 years I
of music daily during those 15 years I
of music daily during those 15 years I listened to Wayne just two hours daily
listened to Wayne just two hours daily
listened to Wayne just two hours daily that’s roughly 11,000 hours about two
that’s roughly 11,000 hours about two
that’s roughly 11,000 hours about two years worth if you subtract sleep double
years worth if you subtract sleep double
years worth if you subtract sleep double that for time on TV YouTube reciting
that for time on TV YouTube reciting
that for time on TV YouTube reciting lyrics one soundtrack shaping my young
lyrics one soundtrack shaping my young
lyrics one soundtrack shaping my young mind now I knew popular music or
mind now I knew popular music or
mind now I knew popular music or contemporary hits radio was influential
contemporary hits radio was influential
contemporary hits radio was influential I witnessed hip hop for example grow
I witnessed hip hop for example grow
I witnessed hip hop for example grow from an American genre to a global John
from an American genre to a global John
from an American genre to a global John ray and culture I’m also a songwriter an
ray and culture I’m also a songwriter an
ray and culture I’m also a songwriter an artist manager who’s worked in the music
artist manager who’s worked in the music
artist manager who’s worked in the music business for years and I even researched
business for years and I even researched
business for years and I even researched musics impact on identity during my
musics impact on identity during my
musics impact on identity during my doctoral studies at Harvard but until I
doctoral studies at Harvard but until I
doctoral studies at Harvard but until I began studying
began studying
began studying song specifically I had no idea how big
song specifically I had no idea how big
song specifically I had no idea how big a role the radio played in our psyche I
a role the radio played in our psyche I
a role the radio played in our psyche I learned there is more than a method to
learned there is more than a method to
learned there is more than a method to Wayne’s madness but a mathematical
Wayne’s madness but a mathematical
Wayne’s madness but a mathematical formula in his songs and in other hit
formula in his songs and in other hit
formula in his songs and in other hit songs that these songs share a common
songs that these songs share a common
songs that these songs share a common algorithm combining beat cadence harmony
algorithm combining beat cadence harmony
algorithm combining beat cadence harmony melody rhythm dozens more
melody rhythm dozens more
melody rhythm dozens more characteristics in a way that beckons
characteristics in a way that beckons
characteristics in a way that beckons our brains to binge on beats to recite
our brains to binge on beats to recite
our brains to binge on beats to recite and repeat as lyrics sneaked into our
and repeat as lyrics sneaked into our
and repeat as lyrics sneaked into our subconscious and shape our very being
subconscious and shape our very being
subconscious and shape our very being through the field of hit song science
through the field of hit song science
through the field of hit song science and an inside peek at the music business
and an inside peek at the music business
and an inside peek at the music business we witness a phenomena that has major
we witness a phenomena that has major
we witness a phenomena that has major implications for us all hit song science
implications for us all hit song science
implications for us all hit song science was coined by Mike McCready inventor of
was coined by Mike McCready inventor of
was coined by Mike McCready inventor of music x-ray a software capable of
music x-ray a software capable of
music x-ray a software capable of predicting a songs mainstream success a
predicting a songs mainstream success a
predicting a songs mainstream success a paraphrase a story about McCready told
paraphrase a story about McCready told
paraphrase a story about McCready told by Malcolm Gladwell the years 2002 the
by Malcolm Gladwell the years 2002 the
by Malcolm Gladwell the years 2002 the Creed II walks into a record store watch
Creed II walks into a record store watch
Creed II walks into a record store watch 30 random albums just released back at
30 random albums just released back at
30 random albums just released back at his office he x-rays them with the press
his office he x-rays them with the press
his office he x-rays them with the press of a button his software analyzes dozens
of a button his software analyzes dozens
of a button his software analyzes dozens of song characteristics like it did for
of song characteristics like it did for
of song characteristics like it did for millions of songs from Beethoven to The
millions of songs from Beethoven to The
millions of songs from Beethoven to The Beatles it generated a mathematical
Beatles it generated a mathematical
Beatles it generated a mathematical signature for each scored its potential
signature for each scored its potential
signature for each scored its potential then pointed Macready to the hits a
then pointed Macready to the hits a
then pointed Macready to the hits a curious news reporter calls a shock
curious news reporter calls a shock
curious news reporter calls a shock McCready explains that his software went
McCready explains that his software went
McCready explains that his software went nuts over one album called come away
nuts over one album called come away
nuts over one album called come away with me from some unknown named
with me from some unknown named
with me from some unknown named Norah Jones predicting 9 out of 14 songs
Norah Jones predicting 9 out of 14 songs
Norah Jones predicting 9 out of 14 songs had major hit potential 20 million album
had major hit potential 20 million album
had major hit potential 20 million album sales and 8 Grammys later Norah Jones
sales and 8 Grammys later Norah Jones
sales and 8 Grammys later Norah Jones was a pop sensation hits of course have
was a pop sensation hits of course have
was a pop sensation hits of course have been around decades but the birth of hit
been around decades but the birth of hit
been around decades but the birth of hit song science as a field of study is
song science as a field of study is
song science as a field of study is recent as new technology has enabled us
recent as new technology has enabled us
recent as new technology has enabled us to prove that hits are a unique beast
to prove that hits are a unique beast
to prove that hits are a unique beast through advanced MRIs we can now track
through advanced MRIs we can now track
through advanced MRIs we can now track the blood flow in our brain and one
the blood flow in our brain and one
the blood flow in our brain and one scholar notes that hits cause our brain
scholar notes that hits cause our brain
scholar notes that hits cause our brain to release dopamine at rates comparable
to release dopamine at rates comparable
to release dopamine at rates comparable to sex or drugs we now know our brain
to sex or drugs we now know our brain
to sex or drugs we now know our brain loves aw in anticipation in a song or
loves aw in anticipation in a song or
loves aw in anticipation in a song or distinct changes in speed and offbeat
distinct changes in speed and offbeat
distinct changes in speed and offbeat phrasing the field is
phrasing the field is
phrasing the field is so busted myths like sex sells actually
so busted myths like sex sells actually
so busted myths like sex sells actually human connection sells when human
human connection sells when human
human connection sells when human connections done right in a song sex
connections done right in a song sex
connections done right in a song sex doesn’t even help with sales and while
doesn’t even help with sales and while
doesn’t even help with sales and while language already shapes our thoughts
language already shapes our thoughts
language already shapes our thoughts mixing language with music is like bacon
mixing language with music is like bacon
mixing language with music is like bacon soda meets vinegar the relative impact
soda meets vinegar the relative impact
soda meets vinegar the relative impact is volcanic my point is from melody to
is volcanic my point is from melody to
is volcanic my point is from melody to message hits are masterful creations
message hits are masterful creations
message hits are masterful creations with massive influence that’s why a big
with massive influence that’s why a big
with massive influence that’s why a big artist in front of a song and the big
artist in front of a song and the big
artist in front of a song and the big budget behind it fails 9 out of 10 times
budget behind it fails 9 out of 10 times
budget behind it fails 9 out of 10 times without true hit makers behind the
without true hit makers behind the
without true hit makers behind the scenes I’m talking about expert
scenes I’m talking about expert
scenes I’m talking about expert lyricists Meletus –tz– so on take max
lyricists Meletus –tz– so on take max
lyricists Meletus –tz– so on take max Martin leading hit maker of the 21st
Martin leading hit maker of the 21st
Martin leading hit maker of the 21st century trivia wudu britney spears The
century trivia wudu britney spears The
century trivia wudu britney spears The Weeknd Backstreet Boys ariana grande
Weeknd Backstreet Boys ariana grande
Weeknd Backstreet Boys ariana grande Katy Perry maroon 5 NSYNC pink and
Katy Perry maroon 5 NSYNC pink and
Katy Perry maroon 5 NSYNC pink and Taylor Swift to name a few have in
Taylor Swift to name a few have in
Taylor Swift to name a few have in common
common
common that’s right Max Martin masterminding
that’s right Max Martin masterminding
that’s right Max Martin masterminding their hits Taylor Swift definitely
their hits Taylor Swift definitely
their hits Taylor Swift definitely wasn’t talking about max when she’s
wasn’t talking about max when she’s
wasn’t talking about max when she’s saying we are never ever ever getting
saying we are never ever ever getting
saying we are never ever ever getting back together because they’ve gotten
back together because they’ve gotten
back together because they’ve gotten back together for four hits since that
back together for four hits since that
back together for four hits since that one including three number ones only
one including three number ones only
one including three number ones only John Lennon and Paul McCartney have more
John Lennon and Paul McCartney have more
John Lennon and Paul McCartney have more hits than this dude but the bizarre
hits than this dude but the bizarre
hits than this dude but the bizarre thing is that could be max Martin right
thing is that could be max Martin right
thing is that could be max Martin right there and we wouldn’t know thankfully
there and we wouldn’t know thankfully
there and we wouldn’t know thankfully Martin’s pop songs aren’t so toxic but
Martin’s pop songs aren’t so toxic but
Martin’s pop songs aren’t so toxic but meanwhile most of music’s mainstream is
meanwhile most of music’s mainstream is
meanwhile most of music’s mainstream is the new opium of the masses
the new opium of the masses
the new opium of the masses tranquilizing toxic a feeling of healing
tranquilizing toxic a feeling of healing
tranquilizing toxic a feeling of healing as it does its harm and we’re blind to
as it does its harm and we’re blind to
as it does its harm and we’re blind to it see during my years as a Wayne fan I
it see during my years as a Wayne fan I
it see during my years as a Wayne fan I truly believed Wayne was just a positive
truly believed Wayne was just a positive
truly believed Wayne was just a positive influence in my life fun inspiring when
influence in my life fun inspiring when
influence in my life fun inspiring when he said things like money over bitches
he said things like money over bitches
he said things like money over bitches and money over everything I rejected
and money over everything I rejected
and money over everything I rejected those messages I was raised to respect
those messages I was raised to respect
those messages I was raised to respect women and I was always mission over
women and I was always mission over
women and I was always mission over money
money
money this just entertainment what I grew to
this just entertainment what I grew to
this just entertainment what I grew to realize popular musicians were shaping
realize popular musicians were shaping
realize popular musicians were shaping me in self-destructive ways excessive
me in self-destructive ways excessive
me in self-destructive ways excessive smoking hyper sexuality materialism
smoking hyper sexuality materialism
smoking hyper sexuality materialism numbness to social inequality
numbness to social inequality
numbness to social inequality this realization hurt and it came in
this realization hurt and it came in
this realization hurt and it came in three waves wave one happened as an
three waves wave one happened as an
three waves wave one happened as an English major in college my coursework
English major in college my coursework
English major in college my coursework in hip-hop helped me learn that though
in hip-hop helped me learn that though
in hip-hop helped me learn that though radios hip-hop was a mainstream it was
radios hip-hop was a mainstream it was
radios hip-hop was a mainstream it was the minority because in communities
the minority because in communities
the minority because in communities nationwide where struggle breeds
nationwide where struggle breeds
nationwide where struggle breeds creativity positive hip-hop abounds in
creativity positive hip-hop abounds in
creativity positive hip-hop abounds in wave two I taught 11th graders in
wave two I taught 11th graders in
wave two I taught 11th graders in Clarksdale Mississippi and realized
Clarksdale Mississippi and realized
Clarksdale Mississippi and realized positive hip hop may abound in urban
positive hip hop may abound in urban
positive hip hop may abound in urban areas but rural America rarely benefits
areas but rural America rarely benefits
areas but rural America rarely benefits from such diversity so for many of my
from such diversity so for many of my
from such diversity so for many of my students toxic musicians weren’t mere
students toxic musicians weren’t mere
students toxic musicians weren’t mere entertainers but real role models that
entertainers but real role models that
entertainers but real role models that they followed and as I watched that a
they followed and as I watched that a
they followed and as I watched that a mirror reflected back I saw a hypocrite
mirror reflected back I saw a hypocrite
mirror reflected back I saw a hypocrite singing along two verses we committed to
singing along two verses we committed to
singing along two verses we committed to heart yet finding my heart reversing its
heart yet finding my heart reversing its
heart yet finding my heart reversing its commitments in wave three I got serious
commitments in wave three I got serious
commitments in wave three I got serious about my music thanks to toxic
about my music thanks to toxic
about my music thanks to toxic inspiration I was a song writing
inspiration I was a song writing
inspiration I was a song writing Shakespeare on those topics but my
Shakespeare on those topics but my
Shakespeare on those topics but my penwick inkless for positivity I turned
penwick inkless for positivity I turned
penwick inkless for positivity I turned to those rare positive hits for help
to those rare positive hits for help
to those rare positive hits for help like Royals by Lorde who spoke for
like Royals by Lorde who spoke for
like Royals by Lorde who spoke for masses of fans when she’s saying jet
masses of fans when she’s saying jet
masses of fans when she’s saying jet planes Islands Tigers on a gold leash
planes Islands Tigers on a gold leash
planes Islands Tigers on a gold leash that kind of luxe just ain’t for us we
that kind of luxe just ain’t for us we
that kind of luxe just ain’t for us we crave a different kind of buzz or happy’
crave a different kind of buzz or happy’
crave a different kind of buzz or happy’ by pharrell with a billion YouTube plays
by pharrell with a billion YouTube plays
by pharrell with a billion YouTube plays and even more in renditions the whole
and even more in renditions the whole
and even more in renditions the whole world was like clap along if you feel
world was like clap along if you feel
world was like clap along if you feel like happiness is the truth because I’m
like happiness is the truth because I’m
like happiness is the truth because I’m happy it was undeniable the whole world
happy it was undeniable the whole world
happy it was undeniable the whole world felt more loved more connected more
felt more loved more connected more
felt more loved more connected more happy hits like these helped me realize
happy hits like these helped me realize
happy hits like these helped me realize that the toxic music I vibe to was
that the toxic music I vibe to was
that the toxic music I vibe to was actually killing my vibe and I had to
actually killing my vibe and I had to
actually killing my vibe and I had to let it all go at first I had withdrawals
let it all go at first I had withdrawals
let it all go at first I had withdrawals but my mind cleared and I began finding
but my mind cleared and I began finding
but my mind cleared and I began finding myself in the very places I once
myself in the very places I once
myself in the very places I once neglected like the old school from Sam
neglected like the old school from Sam
neglected like the old school from Sam Cooke to Stevie Wonder and the new
Cooke to Stevie Wonder and the new
Cooke to Stevie Wonder and the new school I discovered amazing artists
school I discovered amazing artists
school I discovered amazing artists making positive music that was just as a
making positive music that was just as a
making positive music that was just as a easing to the ear for a while though I
easing to the ear for a while though I
easing to the ear for a while though I resented Wayne and myself for once being
resented Wayne and myself for once being
resented Wayne and myself for once being a fan but I was torn how can I blame
a fan but I was torn how can I blame
a fan but I was torn how can I blame Wayne born into an oppressive maze a
Wayne born into an oppressive maze a
Wayne born into an oppressive maze a community plagued by poverty racism poor
community plagued by poverty racism poor
community plagued by poverty racism poor schooling trauma he escapes this maze
schooling trauma he escapes this maze
schooling trauma he escapes this maze and then I I criticize him for his
and then I I criticize him for his
and then I I criticize him for his escape route but where do you draw the
escape route but where do you draw the
escape route but where do you draw the line he knows how he knows how harmful
line he knows how he knows how harmful
line he knows how he knows how harmful this is how could he be so selfish for
this is how could he be so selfish for
this is how could he be so selfish for years this was my unresolved stance
years this was my unresolved stance
years this was my unresolved stance until I visited a bookstore in Seattle
until I visited a bookstore in Seattle
until I visited a bookstore in Seattle this past February where I rekindled my
this past February where I rekindled my
this past February where I rekindled my Wayne flame for the first time in years
Wayne flame for the first time in years
Wayne flame for the first time in years this time it wasn’t his music but his
this time it wasn’t his music but his
this time it wasn’t his music but his book gone til November a diary he kept
book gone til November a diary he kept
book gone til November a diary he kept while incarcerated and one entry he
while incarcerated and one entry he
while incarcerated and one entry he reflects on a letter he received from a
reflects on a letter he received from a
reflects on a letter he received from a church criticizing him for not using his
church criticizing him for not using his
church criticizing him for not using his platform more positively here’s a
platform more positively here’s a
platform more positively here’s a snippet if I was rapping for the Lord I
snippet if I was rapping for the Lord I
snippet if I was rapping for the Lord I would literally change the whole world
would literally change the whole world
would literally change the whole world it would be way bigger than having a
it would be way bigger than having a
it would be way bigger than having a million kids saying like
million kids saying like
million kids saying like bling-bling I would have truly had the
bling-bling I would have truly had the
bling-bling I would have truly had the power of having pop-culture turn to God
power of having pop-culture turn to God
power of having pop-culture turn to God man I really got lost in those thoughts
man I really got lost in those thoughts
man I really got lost in those thoughts listening to Lauryn Hill and dozed off
listening to Lauryn Hill and dozed off
listening to Lauryn Hill and dozed off and that’s when God spoke to me in my
and that’s when God spoke to me in my
and that’s when God spoke to me in my sleep and told me to stop trippin that’s
sleep and told me to stop trippin that’s
sleep and told me to stop trippin that’s not my calling yeah that is because if
not my calling yeah that is because if
not my calling yeah that is because if it was those thoughts would be popping
it was those thoughts would be popping
it was those thoughts would be popping into my head instead of I will Merc you
into my head instead of I will Merc you
into my head instead of I will Merc you and I’m gonna f that bitch it was a cool
and I’m gonna f that bitch it was a cool
and I’m gonna f that bitch it was a cool thought though but it was just a thought
thought though but it was just a thought
thought though but it was just a thought and that moment a burden lifted I
and that moment a burden lifted I
and that moment a burden lifted I forgave Wayne and myself because I
forgave Wayne and myself because I
forgave Wayne and myself because I realized that even powerful music Minds
realized that even powerful music Minds
realized that even powerful music Minds underestimate the power of music on the
underestimate the power of music on the
underestimate the power of music on the bind I’m an artist too working in
bind I’m an artist too working in
bind I’m an artist too working in Hollywood
Hollywood
Hollywood hanging with hitmakers I didn’t realize
hanging with hitmakers I didn’t realize
hanging with hitmakers I didn’t realize it either that just cuz hitmakers know
it either that just cuz hitmakers know
it either that just cuz hitmakers know how to shape it doesn’t mean they know
how to shape it doesn’t mean they know
how to shape it doesn’t mean they know how hits shape us Wayne believes God
how hits shape us Wayne believes God
how hits shape us Wayne believes God inspires his toxic music but in reality
inspires his toxic music but in reality
inspires his toxic music but in reality the music decisions we each make daily
the music decisions we each make daily
the music decisions we each make daily dictate whether we receive divine
dictate whether we receive divine
dictate whether we receive divine inspiration or a distraction from it his
inspiration or a distraction from it his
inspiration or a distraction from it his song science is proof in a songs pudding
song science is proof in a songs pudding
song science is proof in a songs pudding and the proof of possibility we can
and the proof of possibility we can
and the proof of possibility we can create hits that shape us into kind and
create hits that shape us into kind and
create hits that shape us into kind and loving beings committed to serving one
loving beings committed to serving one
loving beings committed to serving one another so artists don’t believe the lie
another so artists don’t believe the lie
another so artists don’t believe the lie that you gotta dance with the devil to
that you gotta dance with the devil to
that you gotta dance with the devil to do God’s work if you master the science
do God’s work if you master the science
do God’s work if you master the science and business of hits your positivity
and business of hits your positivity
and business of hits your positivity will circle the planet parents educators
will circle the planet parents educators
will circle the planet parents educators policing your children’s media is a
policing your children’s media is a
policing your children’s media is a short-term losing strategy the winning
short-term losing strategy the winning
short-term losing strategy the winning strategy is helping them understand and
strategy is helping them understand and
strategy is helping them understand and learn that what they let in year matters
learn that what they let in year matters
learn that what they let in year matters a lot in her Pulitzer prize-winning book
a lot in her Pulitzer prize-winning book
a lot in her Pulitzer prize-winning book the nurture assumption Judith Harris
the nurture assumption Judith Harris
the nurture assumption Judith Harris shows us it’s not nature or parenting
shows us it’s not nature or parenting
shows us it’s not nature or parenting really but peers that shape our
really but peers that shape our
really but peers that shape our children’s identity the most in what
children’s identity the most in what
children’s identity the most in what shapes our peers media especially music
shapes our peers media especially music
shapes our peers media especially music so finally music fans your mind is so
so finally music fans your mind is so
so finally music fans your mind is so sensitive
sensitive
sensitive give it light and join me as I team with
give it light and join me as I team with
give it light and join me as I team with hitmakers worldwide to trump the toxic
hitmakers worldwide to trump the toxic
hitmakers worldwide to trump the toxic and transform the world one hit at a
and transform the world one hit at a
and transform the world one hit at a time thank you
[Music]
[Music] you
”
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