Tech N9ne Says "Strangeulation's" Success Showcases Strange Music Rappers' Lyricism

Exclusive: Tech N9ne and Strange Music CEO Travis O'Guin discuss the success of the Tech N9ne Collabos "Strangeulation" album, the #1 rap album in the country this week.

Tech N9ne says that the success of Strange Music’s Tech N9ne Collabos Strangeulation album is a reflection of the quality of the label’s music. Strangeulation is the #1 Rap album in the country this week. The project, which is the #5 overall album in the country and the #1 independent album, sold 35,772 copies this week. 

“We are only going to do the best music, man,” Tech N9ne says during an exclusive interview with HipHopDX. "I think everybody took it a step higher, or a few steps higher, when it comes to lyricism. We opt to do that because everybody can rap their ass off, man.” 

Travis O’Guin, Strange Music’s CEO, says that the success of the compilation is a nod to the level of interest in each of the imprint’s acts. 

"I think that our roster of artists is the reason that we are doing so well, because I think a lot people really dig Ces Cru,” O’Guin says during and exclusive interview with HipHopDX. “They really dig Krizz Kaliko. They really dig Murs. They really dig Rittz. So it’s like having all of our artists on there and having this record do 10,000 units north of what the last record [2011’s Welcome To Strangeland] did in its first week is great. I mean it’s absolutely incredible. I think that goes to show you that the rest of the artists are getting some traction and the other people want to hear what these guys have to say.”

Strangeulation also takes a noteworthy creative approach by weaving a four-part series of cyphers into the album. A video for the “Strangeulation Cypher,” which is below, clocks in at more than nine minutes and features the beat from Tech N9ne’s first collaboration with Seven, Strange Music’s staff producer. 

“We have so many emcees we had to do multiple cyphers because, as you can see, the one that’s up right now, even though it’s missing three artists, it’s damn near 10 minutes,” Tech N9ne says. "It was necessary to put everybody on there and give everybody a piece of the first beat I ever rapped on from Seven before I knew him. We let everyone bust on it and it really meant so much to me. That started me and Seven for real without even knowing. He’s our in-house producer and he’s so magnificent with the beats. That was a milestone to me.”

On the business side, O’Guin was charged with marking and selling the cyphers as a cornerstone of Strangeulation.

"I’m in the business of having to market and present and sell music,” O’Guin says. "The idea that we are going to have everybody coming with their A Game on this cypher and on the album as a whole makes my job even easier. This is some stuff that people want to hear. When everybody is just murdering every single track, people want to hear that. People want to hear lyrics again in Hip hop. That’s a good thing. There’s till some stuff out there that’s not lyrical that wins, that’s chant and party, and more power to them. I’m banking on the fact that lyrics are coming back in Hip Hop and that’s what this album’s about.”

O’Guin also says that Strange Music benefits from its loyal fanbase, one that regularly supports its releases.

"We are lucky,” he says. "We are blessed to have fans that give enough and care to actually go out and purchase the album. So many people are out their streaming and doing things like that. This is like this is actually kind of an anomaly that so many people are going to go out and pick up a collabos album and actually purchase it. It’s a blessing to have the kind of fans that we do."

RELATED: Hip Hop Album Sales: Week Ending 05/11/2014

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55 Comments

  • Anonymous

    My last pay check was $9500 working 12 hours a week online. My neighbour's sister has been averaging 15k for months now and she works about 20 hours a week. I can't believe how easy it was once I tried it out. /// This is what I do,,,,,,,,, ==================================== >>>>>>>>>>>> WWW.JOBS5000.COM ====================================

  • Anonymous

    Finally a Tech N9ne where he ain't talking about his burning desire for an Eminem collaboration

  • Anonymous

    My last pay check was $9500 working 12 hours a week online. My neighbour's sister has been averaging 15k for months now and she works about 20 hours a week. I can't believe how easy it was once I tried it out. /// This is what I do,,,,,,,,, ==================================== >>>>>>>>>>>> WWW,JOBS5000.COM ====================================

  • The Original Anonymous

    Tech N9ne's complication album outsold Lil Wayne's complication album.

  • Anonymous

    didnt knew theres so many people into this satanic bullcrap horrorcore

    • Dzubox

      Shut the fuck up please, why do people still fuckin' insist on Tech being a devil worshiper, or having that in his lyrics, the dude is just a lil' bit to the left, just because he isn't a clone and does not talk about sellin' dope, gettin money doin' drugs or killin someone gangsta style does not mean he is evil, so shut up, get moolied up and go list to a clone, if you're soft and scared of hard core shit, get the fuck out, for those who love raw shit, welcome to sickology 101, dude come on stop and listen for one sec, it just foolish to be judging a book by it's covers over and over again.

    • Anonymous

      are ICP even satanic like that? No one really into the occult and devil worship listens to any of these rappers.

    • sam snead

      have you ever seen how many records ICP has sold on an indie label over all these years?

  • Anonymous

    damn where was Rittz inda cypher

  • Anonymous

    First week sales! - Young Money: Rise of an Empire: 32,000 (with Drake, Lil Wayne, Nicki Minaj) - Strangeulation: 36,000 (with a bunch of unknown rapper)

  • Lil Wayne

    Tech N9ne is my daddy when papa Birdman isn't around.

  • urmama

    techno nine aka white people rap, aint no niggs listening to his stuff, all devilish and crap, only black dude on the label.

    • Anonymous

      Shut the fuck up please, why do people still fuckin' insist on Tech being a devil worshiper, or having that in his lyrics, the dude is just a lil' bit to the left, just because he isn't a clone and does not talk about sellin' dope, gettin money doin' drugs or killin someone gangsta style does not mean he is evil, so shut up, get moolied up and go list to a clone, if you're soft and scared of hard core shit, get the fuck out, for those who love raw shit, welcome to sickology 101, dude come on stop and listen for one sec, it just foolish to be judging a book by it's covers over and over again...

    • Anonymous

      jay rock is "cool" Lol you are really white

    • Anonymous

      im also white and dont listen to any strange music like that but jay rock is cool

    • Anonymous

      im white and i dont like Strange Music. what you say now?

    • Anonymous

      Uh he aint no devil worshipper fuck nigga

    • Anonymous

      Only black dude on the label? All of the roster is black except 1 guy in Ces Cru and Rittz.

  • For Real?

    Read the entire article. Maybe 36k isn't a huge success to someone expecting Kanye or Drake numbers, but for a COLLABORATION album from an INDEPENDENT record label, that's pretty fucking solid. The album did not flop, Strange Music does damn near everything in house so I'm fairly confident they more than covered their costs. You're also defining success from merely a monetary standpoint, and not from the standpoint that 36k people were interested enough and appreciated the music enough to purchase it, which IS a success. People like yourselves that are more concerned with hip hop as a source of TMZ entertainment and bafoonery than as a culture are a large part of the reason the music industry is structured the way it is now and people like Strange Music aren't doing 6 figures.

    • Anonymous

      It sold more than DJ Khaled's compilation album and he had the entire rap industry featured on it including singles with Drake, Lil Wayne, T.I., Diddy, Rick Ross, Nicki Minaj etc...

  • YEP

    Are you guys not reading? Strangeland sold 10 grand less in the first week compared to Strangeulation. Tech is getting bigger and bigger and can't stop won't stop. He's killing the industry. You gotta know hes the number 1 independent rapper right? Do your homework.

    • Clark

      youngsta - YOU ARE A DUMBASS. First off. If you are comparing tech to drake... Shut the fuck up! Go hang out with your Degrassi friends! In order for tech's stuff to go platinum, it would take you and your degrassi fans to stop listening to crap and actually find your own music online instead of the radio. But enough with the shit talk. Here are the facts that degrassi fans don't know: Endorsements from sprite or nike? Try Monster Energy Drink. Own shoe deal? Try his own fucking drink!! (and yes, just so you know, he literally has rights over Caribou Lou). Own concert night? Try ALL OF HIS CONCERTS ARE HIS OWN! He is actually holding a tour right now where he is show casing other independent artists. He is not only honored by his hometown sports team but as well as his hometown Mayor (he has a key to the city). If you and your degrassi fans are still reading... I want to pat you on the back for reading the most you ever have! Now go back to listening how sucking the industry's dick sounds (AKA Drake's music)

    • Anonymous

      Tech made the Forbes list last year while major label rappers like Rick Ross did not. Thats what you call running the game.

    • Anonymous

      Drake is nothing more than a mere industry product. Where do you think he'll be in 20 years when the hits stop coming and the fame fades away?

    • Anonymous

      You're just making up a bunch of bullshit that isn't true. Tech is fine where he is, he doesn't need the mainstream. Being independent, he runs his own shit and doesn't answer to a major label and makes more than many other rappers out there. You brought no facts, it's just you sucking Drake's dick.

    • youngsta

      oh and you do? if tech was killing the industry, then he would be in drake's position. he would be having platinum albums, a huge amount of hits and features, has multiple quotables, endorsements with sprite and nike, have his own shoe deal, have his own concert night (ovo fest), be honored by your own hometown sports team, and be breaking billboard chart records all before the age of 30. why just be the #1 independent artist when you could be one of the top artists in the world?! meanwhile, tech is 40 years old and hasn't accomplished half of what drake has. just selling a million records independently isn't going to cut it. cold hard facts for you lame asses. case closed!

    • ^

      You onbiously don't know anything about the industry.

    • youngsta

      lol "he's killing the industry". i'm about to piss my pants from laughing so hard.

  • rockaway

    Strangeluation: Subliminal sounds for fuctards volume 2

  • youngsta

    haha, 35,000 is not a success, especially when your album features all of your label mates. gotta split that money up. call me when wack n9ne sells more than drake in the first week and then we'll talk about it being a success.

    • Strange

      Drake ? Is this your best argument for what makes a person great ?!?! hahaha don t make us laugh homeboy, you know nothing of music and less of Tech. Go suck on your mommas tit.

    • Anonymous

      tell that to young money and dj khaled who count even sell 30k of their compilation albums that have to be split up with all the artists.

    • Anonymous

      Your argument sucks and it comes from someone who worships mainstream rappers and has no idea how the industry work. Tech N9ne is independent, so his numbers are good. Also, this is a compilation album, which sells less than solo albums and this one sold more than the last compilation album.

    • Longmont

      lol you're an idiot

    • youngsta

      lol, that's it? i'm an idiot? nothing else to counteract my argument? go back to sucking wack n9ne's dick, bitch.

  • HUH

    LOL at success. It FLOPPED something SERIOUS at 35,000 units sold this week. 67% DECREASE compared to his last album. HipHopDX is the absolute worst site when it comes to reporting and journalism in hip hop. You guys are a joke and definitely suck anyone's cock who spends a few racks on advertising on your site. Again, this album BRICKED something SERIOUS. PLEASE.

    • Longmont

      You're an idiot.

    • Sh8ne91

      Didn't flop at all actually. This is the most successful "Collabos" album for Tech ever. What you're neglecting in your comment is that "Tech N9ne Collabos" and Tech N9ne solo albums are two different things for the label and fans. This album outsold all of his past Collabos releases.

  • hank hill

    We get it hiphopdx, you're on their payroll. Just hand over the keys of the site to Tech and nobody would bat an eye.

    • Anonymous

      People are so fucking backwards. If sites like HipHopDX can't show a little favor towards a movement they believe in by giving them coverage, then how is quality music without the financial backbone of a major label going to be heard by the people that would enjoy it? Go on Kevin Nottingham's site and scold him for sucking the dicks of 10,000 other underground artists that aren't Chief keef so you can continue to read 30 articles about what Rihanna's last fart smelled like or who caught the gun charge of the month.

    • Longmont

      Save that comment for a Lord Jamar article you fucking tard

  • Anonymous

    It bombed badly. Had tons of marketing but the music was shit. Tech even bought plenty of copies.

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