In the latest episode of DJ Bugsy’s podcast, Josiah Don Martin, the founder of IndependentDope.com and author of ‘What the Fck is Human Based’, sits down to discuss his entrepreneurial journey, his insights on the music industry, and his belief in the importance of continual learning. Martin, who built a strong brand after founding Independent Dope in 2016, emphasizes that success isn’t about claiming to know everything, but about knowing enough.
After facing struggles in traditional jobs, Martin pivoted toward marketing, initially starting Independent Dope as a platform to promote an artist’s song. The site’s success was swift, and his brand grew rapidly, amassing over 1 million followers on Facebook. His growth didn’t stop there; Martin also branched out into business consulting with Run the Views, working across multiple industries, including nonprofits and cybersecurity. His early exposure to marketing through street teams, promoting artists as a teenager, laid the foundation for his future success.
In the interview, Martin distinguishes between marketing and advertising, stressing that while advertising communicates a marketing strategy to the public, marketing itself is rooted in research and strategy. This insight into the industry comes from his years of experience and deep understanding of the process behind successful campaigns.
Reflecting on the challenges of being a Black man in today’s world, Martin talks about the importance of taking life seriously. He gives an example of Uber’s ability to track a ride’s route, showing how even small things like tracking delays can bring calm to people in stressful situations. Martin also delves into the human attraction to symbols like gold chains, defending the cultural significance behind items like a Jesus piece. While some may criticize materialism, Martin argues that buying luxury items is part of human nature and a way to display status.
When discussing his book, What the Fuck is Human Based, Martin explains that it’s a guide for continuous reference, helping readers form personal, cultural, and psychological connections. The central theme of his work is that knowledge is essential for survival, and that being open to learning, rather than assuming one knows everything, is key to long-term success.
The conversation shifts to the controversial side of the music industry. Martin weighs in on the ongoing debate between Drake and Kendrick Lamar, specifically the issue of Drake’s compensation after UMG allegedly undercut his contract. Martin agrees that Drake should be compensated but criticizes the timing of the lawsuit, suggesting that it could hurt Drake’s public image, particularly given his recent loss. He adds that many of the industry’s realities, including paying for airplay and video placements, remain behind the scenes, shaping public perceptions of artists and their success.
Later in the discussion, Martin touches on the marketing strategies that influence viral success. He references the rise of Sexyy Red’s viral video and how marketing dollars play a huge role in the public perception of artists and celebrities. The conversation continues, delving into the broader dynamics of the entertainment industry, such as the business acumen of figures like Jay-Z, 50 Cent, and Birdman. Martin praises 50 Cent for his ability to diversify into TV and film, ensuring his legacy beyond music, and contrasts this with the traditional approach taken by Jay-Z, who remains a leading figure in business.
The conversation concludes with a personal reflection on the importance of family in shaping strong communities. Martin stresses that strong family structures, especially having fathers in the home, can reduce violence in underserved areas. The speakers share their own experiences, emphasizing the love and support they have received from their families as an essential aspect of their success.
Martin wraps up the conversation by discussing the importance of discipline and responsibility, particularly in co-parenting and protecting one’s family. Finally, Martin reflects on the power of influencers, emphasizing that organic content often resonates more than overt advertisements, and the psychology behind successful marketing and business strategies.
