While Hip Hop continues to dominate the charts and is the most consumed genre in the U.S., its artists are thriving independently more than ever before. By tactfully using streaming platforms and digital marketing, artists can promote their music and control their brand image on their own terms. The shift from traditional record deals is not only empowering artists financially and creatively, it’s also returning urban culture back to its rightful owners from major labels.

Hear industry professionals examine how digital distribution and Hip Hop perfectly align in their subversiveness, making independence an easier decision for small and bigger artists alike. The discussion will detail how this new movement has altered the trajectory of Hip Hop, how we consume it, and who gets heard.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.