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Tell a story, smile, get competence, dont talk about money, enchant people
use a map, what will they learn, what I offer, master a skill, autonomy, use
technology, what will change for them
Music Entrepreneurship: Portland rap legend Cool Nutz shares the secrets of
his success 1

For 20 years now, Terrance Cool Nutz Scott has called music his job. A
rapper, tour manager and talent manager, Cool Nutz has generated a lot of
buzz and revenue for himself and other local artists. I sat down with him to
try to understand whats made him so successful, and why there arent a lot
of rappers in his position.

When did you realize that you could make a living off music?

It kind of happened by accident. First we started doing it and putting out

records as a hobby. Then, as we got more serious about it, we had to figure
out if it was going to stay a hobby or if it was going to be a job. We decided
that it was time to put it out in retail stores and see how the sales do.

Once we did that, we started to have forms and inventories; we started

having multiple titles and having to account for everything. We opened up
bank accounts, got tax ID numbers, and we always had product on hand. We
started to think more from a marketing standpoint: We asked ourselves: how
can we outdo the last project.

As we started to move more units, started to do more shows, and started to

have more opportunities, the business just evolved with that. But the

difference is we werent working for somebody we were working for

ourselves.

How did you acquire that industry knowledge? A lot of these things dont
come intuitively for a lot of musicians.

Honestly, man, it was kind of a thing where I was watching different cats from
the Bay, and reading articles and different stuff on people. Portland is an
independent musician city, so I was around a lot of people in the rock
business, doing a lot of the same things. I could watch them and build a
blueprint off of stuff that they were doing.

A lot of the ways I was operating my business was based off what I saw indie
rock artists doing from a do-it-yourself perspective. I was in a position where I
was able to not only make the music, but also exercise the blueprint of how
to sell the music of how to communicate with record stores. I actually sold a
lot of records myself. At one point I was managing 50 record stores in my
basement, in terms of stock that was going out to them.

Wow.

So at that point, Im dealing with Sam Goody, Tower Records, Musicland,

Music Millennium and even independent stores in different parts of the
country. I was packaging stuff, shipping it out, and then following up and
signing the forms. It turned into a real business.

Youve been releasing albums since 1993, working with artists from all
spectrums of hip-hop. From conscious artists to Bay Area icons like E-40.
Whats been the secret to your longevity?

I think one of the things for me, man, was that at all the different points in my
career that I have been what people would consider on, I always shared
that: I use Prohop to put on 50 artists from the region; my radio show plays
local music; when Murder Dog Magazine came to town, Im took them around

to everybody. I understood that its not just about me. And I empowered a lot
of people and showed a lot of people how to do it.

That always comes back to benefit you. Whether it be somebody coming

back to extend a hand, or people saying, I know that this dude is a good
dude and he operates in an unselfish fashion, so I want to extend another
business opportunity to him.

I see how that keeps you in business, but how do you stay relevant musically?

Just by understanding evolution of music. Following with the times and

progression. As we both know, and Im sure in your time of appreciating
music, youve seen a lot of rappers come and go. Ive seen a lot of rappers
that are my partners bigger artists than me have stuff poppin, but three
or four years later theyre not doing anything.

In my music I was never doing anything where I could play myself out. I just
make solid music thats Cool Nutz. When everything changed to trap rap,
Im not shifting gears. Im not getting a mouth full of gold teeth, and rapping
like Im from Atlanta. The thing is, once that fad goes out, what do you have
to hold yourself down?

People know that Im going to make consistently good, solid rap music. All of
those elements have been beneficial to me because it prolonged my career.

Im going 20 years deep into this, man. Im working for myself, making a
living, and Im able to provide for my family. Im seeing the world off of my
music.

Music is what you do? You dont do anything else?

Yeah music is my job. I have a radio show, but thats like three hours a week.
Youre not going to feed a family off of that. Everything from putting out
records and managing artists, to booking shows and promoting concerts, my
whole business is based off of music. From the management part to the
consulting and marketing part, there are many different facets to how Ive
been able to sustain my career and business over the years.

When you first got into music, did you ever expect getting into so many
aspects of it?

No because when we started doing music, it was just about rapping.

Honestly, we started breakdancing. Everybody was breakdancing. But then
breakdancing went out, we started rapping. And when I started rapping, you
know it was rapping for fun. It was like going to play hoop. When you start
playing hoop, youre not imagining, Im gonna go to the NBA, then Im gonna
have a sports management company, then Im gonna facilitate all these big
charity basketball games. Youre just out there hooping. Thats how it was
with rapping for me. I just had a love for rapping.

When I was growing up, an album would come out, and me and my homeboy
would go to the record store and buy it. Wed go to the house and put it in
and we sit around the stereo listening for hours, talking about how dope this
new Snoop Dogg record is. It was just a love for the music and it turned into
something that ended up being a business.

What do you think are the mistakes that artists make that shorten their
careers?

A lot of artists are too proud to do certain things, man. Or they dont educate
themselves in the ways they can extend what theyre doing. When I had put
out my first album out, I was super popping in the town, You could go into
Sam Goody and the Cool Nutz album is in there, people was coming in there
buying them and everybody rides through the town playing the music.

My friend came to me and said: Hey, man. You are one of the most visible
people in this city, and one of the most powerful people in terms of your
voice, and what you could do. I got an idea: we could do an event called the
Prohop, its the Portland Oregon Hip-hop Festival and basically, what Im
going to do, is use what youre doing to facilitate this idea, and for you to not
only build a platform for local artists, but for people to also see the power
that you have to make bigger and better things happen for the city.

And so, we put Prohop together man and it POPPED.

Now, Ive done Prohop for 13 years. That opened a whole new door for me
because it showed me exactly how much more ability I had. Not only could I
rent a club, but I could rent a club, get all these artists, put a show on here,
get the newspaper to write about it, put us on the cover of the newspaper,
get sponsors and I can make all these things happen through that one
event. So if I channeled that into multiple events and different things with my
career, it only opens up more doors.

How did you get into managing artists?

How that happened was, artists saw me managing myself, and then started
coming to me sayin, hey nutz, I wanna be on your label or hey, Nutz,
would you help me with my record? or Nutz, can I pay you to do this? And
it was all from people seeing what I was capable of.

You did some tour managing for Kreayshawn, how did you land that?

That came from her manager. Her manager also managed Mr. Fab. Fab and I
are real tight, and me and her manager are real tight. So, when he started
managing Kreayshawn, and he knew that I had already tour managed for E40 and stuff like that, he came to me and said Nutz, I got this gig with her,
you wanna come on board and tour manage for her? And I was like Lets do
it. And it just kept building.

Its no secret: When you think Portland, the first thing that comes to mind
definitely isnt hip-hop. So whats motivated you to be such a proponent of
local music?

Because I know we have dope artists here. We have artists that need to be
heard. Also, this is where Im from; Im not from anywhere else. Im not from
LA. Im not from the Bay. Portland has afforded me the luxury to be able to
have a rap career and be able to not only be a celebrity here, but I could go
to LA and somebody would come up to me in the mall and be like, Aww,
youre Cool Nutz from Portland!

Me doing my thing for my city opened so many doors for me, that I would be
stupid to try to go somewhere else and try to act like Im from there, or try to
claim somewhere else.

Ive been talking a lot about music entrepreneurship. When you hear that
term, what do you think of?

I just think of people like Jay-z that have created so many avenues for
themselves and laid the blueprint and continue to show people like myself
whats possible. Owning clubs, owning part of a basketball stadium, liquor
companies and all type of stuff like that.

Its incredible to just sit back and watch al the stuff thats possible through
music and hip-hop, and then all the different avenues and opportunities that
get created through people like Jay-z cats from the same type of situation
that we came from.

A lot of people in music never see the whole picture. They just get stuck into
the art as the art, and theyre hoping that their music is just going to promote
itself because its good. Where do you think that comes from?

I think because rap music started from you rapping, and everybody hears you
rapping and everybody thinks youre the greatest dude. And a lot of people

nowadays they saw the Master Ps and different people that have paved the
way for hip-hop independence. Master P and Cash Money showed a lot of
people what it was really like to make something happen. But people dont
see it all.

Even with me, for instance, people dont see me out there at 3 a.m. on a bike,
putting up my own posters. People

dont see me up at 4 a.m. in my basement with 200 packages putting the

labels on them, printing the labels out, collecting and putting together
databases and different stuff like that. All they see is Cool Nutz the rapper.

I seen Cool Nutz open for E-40! Man, Cool Nutz, you need to put me on a
show! If I open for E-40, its gonna be poppin! But they dont see all the work
that got you to opening for E-40. Or what got you in the magazine or what
made certain things happen.

People just think Im a rapper, Im dope Im doper than him! Why is he

doing that? Why aint I doing that?

A lot of rappers dont wanna pass out flyers, they dont wanna get out and
sell CDs because they feel like they should just be sitting in the VIP drinking
champagne, while people look at you saying ooh, he famous!

Some people are just chasing the celebrity of it. Theyre not chasing a career.
Theyre not chasing doing something monumental or legendary. Theyre
chasing being on the stage at the Roseland with a thousand people
screaming, Ooh, he rocked that show. And really, thats it.

I see what youre trying to do to change that. Youve got the Prohop event
going on, and youve been putting artists on all throughout your career. But
what do you think needs to change in the industry as a whole to promote
artists as entrepreneurs?

Our people need to be schooled to understand that taking time to listen and
acquire knowledge is a big part of being successful. Surrounding yourself with
other successful people is also a big part of it. And I think traditionally and
inherently, a lot of things are hidden from our people in terms of long-term
knowledge, longevity, generational success or assets being passed down.

I think from that perspective, as it applies to hip-hop as well, people have to

be given that information. They have to be given that opportunity or the
ability to be taught how to be really successful.

Even with Jay-Z, somebody took him under their wing and there are probably
a bunch of people that have sat down with him and given him powerful
information and knowledge. He might have a mentor that we dont even
know about. He might sit on the phone for hours talking to Warren Buffet, and
Warren Buffet is giving him all this game. A lot of it is really about information
and connection.

If you dont have the connections or if you dont have the information, then
youre just an outsider.

Whats next for you? What are you working on?

Im working on new albums, new music, the management side of things, I

mean a lot of the same stuff as in the past, but the biggest part of it now, is
figuring out the next level progression of it. How to take things to that next
level. How to turn what Ive built already into something bigger. How to
progress that to the next thing.

Im not getting any younger, so now its time to create something that I can
pass on to my children. Stuff that I wasnt given information that I wasnt
given, or game that wasnt passed down to me. I want to be in a position to
pass that down to my kids.

What advice would you give to all the musicians out there?

Work harder than everybody else, and follow-up.

Follow-up?

When youre out working and youre meeting people, or youre making
something positive happen, one of the biggest things that you can do, is
follow-up with that person or the situation. You might get someones business
card and not call him back, or not introduce yourself.

Or you might go to a show, and the club owner is saying, Hey, I would like to
do more stuff with you, but instead of following up with him, you were in the
club kickin it, got drunk, lost his card, and other stuff you know?

So basically, if youre a musician, dont lose sight of the connections that you
could make, and always be thinking about those?

Exactly! Another thing is, you never know whos who, or whos gonna be
somebody. A classic example is Macklemore.

Macklemore used to open for groups that I managed. And now he has the
number one song in the country. And hes from Seattle. Nobody ever thought
that he would do something to that level or that caliber when you go to a
show and see him rapping for 60 people.

But the biggest part is working harder than everybody else. When everybody
else wants to be up kicking it, smoking weed and hollering at females, you
could be somewhere reading a book or doing something else thats going to
benefit your music career.

ABOUT THE AUTHOR Tyree Harris hopes to motivate young, business-minded

people to explore their entrepreneurial potential. Read more

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Managing artists
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