Five Secrets to Business Longevity I Learned From Hip Hop Artist KRS-ONE

By Ryan Humphries
Co-Owner: Axistence Athletics
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Step into the Personal Growth section of any book store and you’ll see names like Tony Robbins, Brene Brown and Tim Ferris filling the shelves. A name you probably won’t see however is Lawrence Parker (better known as KRS-One.)

KRS-One (also known as Teacha) has been dropping knowledge bombs since he helped create Boogie Down Productions in the mid 80s. His lyrical wisdom has been directed toward questioning everything from religion to violence. However, for anyone paying attention, KRS-One (short for Knowledge Reigns Supreme over Nearly Everyone) has been teaching business lessons at the mic since day one.

In 1995, KRS-One released his self-titled album. Although the whole album could facilitate a personal growth seminar that would rival any of the authors on similar topics, track number 14  “Health, Wealth, Self” is unique in that it lays out five “secrets”...

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Directed towards young MC’s, these five secrets are about longevity in the hip hop game. However, whether you’re an aspiring young MC, gym owner, software start-up, or just a future entrepreneur, I suggest you heed these lessons carefully.

Teacha starts out by saying:

“Take heed to the word that I manifest. 
I manifest everything in the future, the present and the past
Everything in nature is ruled by kickin ass”

The term manifestation is often thought to be reserved for hippies with crystals and essential oils, but creating a vision for your future is serious business. If you believe that we manifest our past, present, and future by taking action (kickin ass) then you’re already several steps ahead of the game.

Lesson One:
“If it ain’t fun you’re done….If you don’t like what you do, you’re through”

We could all use a reminder that if we’re not having fun with it, it’s only a matter of time before we burn out. Follow your passion. I don't know if everyone can make a living doing what they love, but it sure beats making a living doing something they hate so we might as well try.

Lesson Two:
“Make sure you got a dope crew
Not some crew, that’s like an anchor on a shoe
A MAD CREW, that’s of some benefit to you”

Many have said it many different ways, but when we surround ourselves with like-minded souls whose relationships level each other up, we become unstoppable. If you don’t currently have a dope crew, start putting one together.

Lesson Three:
“This one might sound contradictory or funny but
MC’s should have other ways of gettin money
That’s to say learn other things beside music
Make money elsewhere, Hip-Hop you won’t abuse it”

Diversify! Sure, you want to follow your passion, but if that’s the only way you’re making money, it may be time to look for another avenue of revenue. It would be a good idea to make sure it still aligns with your values, but never stop exploring ways of reaching more people.

Lesson Four:
“Sell your image, never sell a record
Image is respected,
records come and go and get collected
Even the records of platinum artists, that used to rip shop
Can be bought, for a quarter at the thrift shop”

Obviously a product has to be solid, but at the end of the day, it'll likely go down in value, collect dust, and become a relic of the past. If you want to be remembered you have to build a BRAND. That's where longevity is created.

Lesson Five:
“Slow down! You’re still an amateur
What separates the pro from the amateur is stamina
Not how long you can rhyme, but how long you been rhymin
Changin with the times, and findin yourself
Still CLIIIIIIIIIIIIIMbin for wealth”

It’s easy to get a taste of success and let it go to your head… True success lies in always learning, always growing. Bob Dylan told us that the times they are a changin’... If we’re not changin’ with em then we’re likely to be just a memory. Stay curious, stay adaptable.

Data from the BLS shows that approximately 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first 10 years. Only 25% of new businesses make it to 15 years or more.

If you want to build something that lasts, take heed of KRS-ONE's 5 Secrets:

1. Have fun with it
2. Find a dope crew
3. Diversify your revenue
4. Create a Brand
5. Be a perpetual student and don't let it go to your head.

I highly encourage you to check out the song in it's entirety:

​https://open.spotify.com/track/34nLtDzuqX3GfUeraqhnJK 

Full Lyrics

Yeah.. yeah.. yup!
You know what? I was just downstairs
And I was on my way up here to the studio and
A guy bumped into me and
And he said.. he said, "Yo Kris!
How is it that you stay in this music?
You know, this rap music ex-specially for SO.. LONG.. SO.. LONG"
I said, "Well you know years ago I made a deal with the Goddess"
He said, "The Goddess?"
I said, "Well yeah, you might know her as God
But I know her as the Goddess"
The universal mother
The mother of everything you see in existence
I ax-ked her for assistance
In lyrical persistence
And she gave it to me, under one condition

She said, "I'll give you the gift
But use the gift to uplift"
I said, "Okay mom!"

So I tell you the truth, really
Me nah gon' need nuttin else
But health, wealth, and knowledge of myself
Me nah gon' need nuttin else
But health, wealth, and knowledge of myself

In the beginning was the word, the word was made flesh
Knowledge K. Reigns R. Supreme S.
Some of us guess while others of us are blessed
Take heed to the word, that I manifest
I manifest the future, the present, followed by the past
Everything in nature, rules by kickin ass

What they tellin me, but yo, you a friend to me
So I'ma tell you the secrets of MC longevity
Secret one: if it ain't fun, you're done
And about your career, huh, well choose another one
If you don't like what you do, you're through

Lesson two: make sure you got a dope crew
Not some crew, that's like an anchor on a shoe
A MAD CREW, that's of some benefit to you

Lesson three, might be contradictory or funny
But MC's should have OTHER WAYS of gettin money
That's to say learn other things beside music
Make money elsewhere, Hip-Hop you won't abuse it
Too many MC's, just emcee
So their longevity, is based on an Uncle Tom
At the record company

Lesson four: sell your image, never sell a record
Image is respected, records come and go
And get collected
Even the records of platinum artists, that used to rip shop
Can be bought, for a quarter at the thrift shop

Which brings me to lesson number five, the illusion
Has me thinkin, the minute they drop a record
They'll be cruisin, in the Acura
Slow down! You're still a amateur
What separates the pro from the amateur is stamina
Not how long you can rhyme, but how long you've been rhymin
Changin with the times, and findin yourself
Still CLIIIIIIIIIIIIMbin for wealth
​
Blow for blow, you're still growin, still showin
(all knowin) now that's a pro at it
Me nah gon' need nuttin else
But health, wealth, and knowledge of myself
Me nah gon' need nuttin else
But health, wealth, and knowledge of myself
Thank you Mother, I'm out
​
Source: LyricFind
Songwriters: Lawrence Krsone Parker
Health, Wealth, Self lyrics © Universal Music Publishing Group

Image: ​https://earth-agency.com/artists/krs-one/