Frank Ocean has certainly accumulated his fair share of battle scars and bruises from his time in the music industry. Although his experiences are unique, his wealth of knowledge is vital information for any emerging artist.
Following 2012’s Channel Orange, Ocean became discontent with life at Def Jam and Universal, but he had signed a two-album contract with the label, which he legally needed to fulfil. For four years, the singer was off-grid, and everyone was patiently anticipating his next move. In truth, Ocean could release anything, and the public would lap it up, which is precisely what he decided to do.
Ocean swindled Universal in style and made his comeback exclusively on Apple Music with a ‘visual album’ that technically catered his label’s demands for another record while not delivering one at all.
The following day, Ocean released his proper sophomore album, Blonde, which streamed exclusively on Apple Music and was available physically through his independent label, Boys Don’t Cry. It’s believed that he paid back the $2million Def Jam gave him to record his second album thanks to the lucrative Apple deal, and this, along with Endless, allowed him to escape the label’s
Understandably, they were furious as Blonde raced to the top of the album charts, and they lost one of their prized assets, who was also a money-making machine.
Speaking about the incident with Gayletter in 2019, Ocean said: “There was certainly noise within the industry about it, like Universal saying no more exclusives could happen afterwards. So I was being asked about it, and I didn’t really talk about it too much with people. But with (A$AP) Rocky, we spoke about it. I think with advice, that situation probably won’t ever happen again in the same way, so I don’t know if my advice would be any good as far as how to do it again.”
Ocean continued: “[Artists’ ideas of success] have to do with tropes of success, things they’ve been shown over the years that represent what a successful career is. I think that helps you become prey because somebody can manipulate you with those things.”
The former Odd Future member then revealed that every artist should set themself goals, no matter how big or small, which he believes is the key to reaching your “defined properties”.
He added: “Then you may get to a point in your experience where you become disillusioned with those things. So anybody having a clear idea, even if it’s as crass as ‘how much money do I want to make, specifically?’ I think that’s much clearer than some of these other things that represent success, whether that’s X amount of spins or streams or plaques. Even sold-out venues. If those things don’t help you reach your defined priorities, then what are those things there for?”
Ocean has expertly played the music system on his terms. While most won’t be capable of following his maverick route to success, that doesn’t mean that we aren’t all capable of setting unique individual goals of our own, even if they might not be as ambitious as Frank Ocean’s.
