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the multi-hyphenate

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Hey. First things first, RIP Coolio. He gave one of the best TV theme songs with Kenan & Kel. “Gangsta’s Paradise” is the most streamed 90s rap song on Spotify. He was on multiple movie soundtracks and had a few jock jams too. What a unique career. Prayers up.

Today’s memo is about Hannibal Buress. He made a big transition to focus on music full-time! We covered it all in the latest episode of the podcast. This is his second time on the podcast (and the first episode recorded in Trapital’s new office!) Let’s dive in.

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inside Hannibal Buress’ pivot from comedy to music

Hannibal Buress is well known for his comedy, but now he’s foregoing that part of his career for a fresh identity, Eshu Tune, his rap alter-ego. The name pays homage to a “trickster god” in Nigerian mythology.

Hip-hop has been in the back of Hannibal’s mind for a minute, but the pivot wasn’t put into motion until the pandemic. In late 2020, he dropped a comedy special, “Miami Nights.” He promoted it at home during lockdowns, but he felt a spark missing. Plus, with added alone time from not performing at comedy clubs, Hannibal felt the urge to get in the studio.

Since then, Hannibal has dedicated himself to rap and rap only. His eight-track, self-titled EP dropped earlier in 2022. His live rap performances followed that. His agency deal was inked with UTA this past summer. And soon, Hannibal will get back in the booth to record his debut album, which he plans to drop on his 40th birthday in April 2023.

all-in on music

Hannibal’s comedy career was set. He had the name value and reputation to keep cashing checks for comedy and acting, but that’s not in his near-term plans. He’s fully dedicated to music.

He enjoys the different emotions that music can invoke. It’s no longer just about evoking one emotion in his comedy, like laughter. At the moment, the only occasion that Hannibal can see himself doing comedy soon is to fund a last-minute music expense. That’s it.

creating a new fanbase

There is a precedent for comedians turned musicians. Successful crossover examples include Jamie Foxx and Childish Gambino, among others. Hannibal thinks the timing of his career change, which came much later than those two entertainers, makes his situation different.

To successfully crossover, Hannibal can’t just count on converting his existing fanbase from comedy to hip-hop. He’ll have to build a new audience, which will take time.

Hannibal is already putting in the work to build that fanbase. Starting in October, he’ll have a six-week residency at the Grand Star Jazz Club in Los Angeles. Eshu Tune is on the lineup every Monday.

the record label decision

Record labels offer a wide range of resources for new artists: marketing, financial support, risk-sharing, distribution, and development (…to an extent). But Hannibal isn’t a typical new artist. He already has money and he has exposure. If he ever signs with a label, it would be to further distribution.

He isn’t chasing a deal though. Eshu Tune will listen if an opportunity arises, but his near-term goal is to operate fully independent through 2023. After a year of running full speed, with internal infrastructure, staff, merchandise, he’ll re-evaluate the situation.

Listen to our full conversation on the podcast:

money moves

• the shortcomings of teasing music on TikTok​
• Warner Music Group partners with OpenSea to expand web3 opportunities​
• ​Jammaround makes final round in Pharrell’s Black Ambition startup competition
• interview with new Napster CEO Jon Vlassopulos​

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coming soon from Trapital

Podcast: Mona Scott-Young: new episode coming with the creator of Love & Hip-Hop, the former marketing exec at Violator, and more. Loved this conversation. Drops next Thursday!