GameofLifeNtertainment.com
Welcome. GameofLifeNtertainment.com is the on-line publishing house of the parent company Game of Life Entertainment L.L.C. It's in the business of serving the Underground music and entertainment community which still remains, lets say, a world apart from the commercial music and entertainment industry.
The 40/40 Club Las Vegas: Even Hova Couldn't Save'm The following viewpoint is based off of a column written by Mark Hansel, Staff Writer who covered retail and real estate for the In Business Las Vegas news circular and was published during the week of Jan. 4- I remember when I first heard about of him bringing this venture to
This reality can be seen as both good and bad; good in a sense that the Underground community still has the incentive to produce the raw, original product and ideas that eventually make it to the commercial side (commonly known as "crossing over") to introduce new sights and sounds to the general market. Thus, the Underground is still very relevant to the success of the commercial industry because it feeds the "unsigned hype," the "new ish," the culture, the game, and the life to that side. It's a bad thing in a sense that the oligopoly (meaning, the few "majors" that control the bulk of the economic and financial activity in the industry) still controls the direct access points to the general markets, as well as dictating the standards of "what is" and "what is not." Behind closed doors, the artist(s) who may be the most talented but, yet, not the most aesthetically pleasing or the most willing to compromise their principles to move ahead in the game, is left to find other means of acheiving their goals through the Underground platform.
But lets fastforward from the period of the mid 80's, throughout the 90's, and even past the beginning of the millennium years; the Internet has grown significantly, the people who were once a part of the Underground have now made careers for themselves working for the majors or started their own businesses. New media outlets, along with new business models and company facets have been introduced. Information and resources that weren't around (or were withheld from others) is now readily available to those who seek it, hear it, read it, and have the ambition to do it. And it's from these strides that has enabled the Underground to thrive now more than ever. You may not be able to sign with the great Interscope or Sony, or have your image or work distributed by the units of the great Viacom and Comcast comglomerates. But you can now sign with the growing new breed of record companies and publishers who have knowledge of the game from having to sit by to observe or play their minor part over the years, and are also benefactors of the advanced digital age.
If you can't get through to the traditional radio and television people because of industry politics, use your smarts to become an on-line television and radio sensation, while still utilizing the streets and open venues to push your product. Get exposure, get money, do well for yourself and, if you still hope to be that commercial artist, they'll surely contact you once the numbers-as they see it-relate to their overall agenda. In the meantime, realize that it's not about them. It's about the culture, the game, and the life
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The Culture, The Game, The Life
Music & Political Opinions by LB, Mr. Game of Life
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According to Mark Hansel, Jay Z "...said the idea came from his desire to have a place where he and his friends could watch and discuss sports." He goes on to write that Jay says "I have a lot of friends that play sports and are in the music business...We wanted a place where we could sit and have these conversations about sports." Jay Z said that he chose Las Vegas for his newest club because it's considered the "entertainment capitol of the world" and was a "natural fit" for a club that puts the emphasis on a comfortable sports viewing.
Now, throughout this entire story my inspiration quickly gave way to ultimate skepticism. Why? Because with all of his (Jay Z's) good mentioning of Vegas being the "entertainment capitol of the world" and wanting to have a place where "his friends" can have a "comfortable sports viewing," a few questions popped into my head: Do you know that the Las Vegas Strip properties has actively fostered a culture that rejects the establishment of any business that would attract Hip Hop consumers? And you are a face of Hip Hop. Have you studied the plite of a club called Poetry (rest in peace) that was driven out by the owners of Caesar's Palace because of their redirecting the patrons through an alley-way for entrance and frowned upon the "type of crowd" Poetry catered to? Do you have enough friends, other than close friends or industry "friends," who can support your establishment in the absence of the locals? Do you think the segment of the market for sports betters can be coupled with club-goers, especially when they're either going to spend on a bet or on a pricey drink? And do you think that what works in New York will automatically work in Las Vegas? How long before the Palazzo property itself plays a part in its demise?
Mark later writes in his article about a situation that adds substance to my some of my questions. "Early 2006 Bill Young, then the Clark County sheriff, all but declared war on the hip-hop industry after a local police officer was gunned down by a budding rapper. Young said at that time that even mainstream artists should not be booked at local casinos because of the violence associated with rap music." That sentiment evidently meant not doing good business with anyone who's associated with Hip Hop as well. I visited the 40/40 Club while it was there and, just like club Poetry, it was given the worst location for doing business but instead of patrons having to go through a dark alley, they had to go through a series of stairs and escalators. The usual...lets say, "upper class" patrons and businesspeople at the Palazzo gave the same kind of disrespectful treatment to the patrons (mostly minorities) on the way there, just as was the case at Caesar's, even though they were dressed to fit into Jay Z's "upscale" attire requirements.
What's the use of having a club that's not easily accessible to the people who will inevitably frequent the place, before they get into the club have to face treatment that assists them in bringing a bad spirit into the place, and once they get inside would have to pay $14.75 for a double shot of Cognac? Half of the patrons looked ready to go home 30 minutes after they came. I knew that the 40/40 Club's days were seriously numbered. I had no personal knowledge of Jay Z's marketing plan regarding the 40/40 Club Las Vegas but from my business experience, knowledge of the Las Vegas culture, and personal one-night experience of the venture I came to these conclusions. One, Jay Z overlooked the market research that would have revealed the type of patrons that would inevitably have to support his business. Two, he undoubtedly had a great idea that he shouldn't have constrained to the area of the Strip simply because that's where most of the money is concentrated (there would have been other viable areas around Las Vegas to put the club). Three, he probably overestimated the will of his Las Vegas business associates (at the Palazzo) to support such an establishment coming from a man such as himself (evident by the lack of on-going promotions and easy access to the people). Four, he was cool with throwing away money and rent was his biggest expense anyway.
My third conclusion was confirmed when shortly after the demise of the club Howard Stutz, who then wrote a gaming column for the Sunday edition of the Las Vegas Review Journal, had this to write: "The Palazzo didn't wait to eliminate all aspects of the 40/40 Club. The resort opened Sportsbook Bar & Grill Thursday in 40/40's former space in time for football. In addition to a restaurant and more than 70 flat-screen televisions, the facility has five betting windows." Sorry my people, my Hip Hop community, we remain politically disenfranchised. Yes, even "Hova" couldn't save'm. Comments
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Fireboy |
Twin |
Absolute |
FTA is a group that is quickly reaching underground legend status. With hot tracks comin' out of the kitchen like "Make Sh*t Hot", "I Be On Mine", "Playerz Club", and "A Soulja Story", the supa talented trio (now residing in the Las Vegas, Nevada area) is making their case to be considered as one of the most talented rap groups that is out on the streets right now and, truth be told, one of the most talented to ever be put together. The supa trio has a promotional album that can be requested exclusively through this web site. FTA consists of Fireboy, Twin, and Absolute and they all boast distinct but equally killer lyrical styles.
Fireboy or "Fireboy Jay" has a resemblance of Juvenile in his style with a little Ragin' Cajun flavor added to the shaggy. He brings an unmatched raw energy to the mix tamed by a spiritual side, and plays the front position well while working within the team. Twin or "The Twin" has a more down-low but heavy handed approach that will smack your eardrums with some gutta knowledge and reason at the same time. Some might consider him as the setup guy. Absolute or "Lute" has crafted an uncanny sense of wordplay, and brings back the killer flow that's reminiscent of the best spitters that were previously in the game and the those who are in it now. He clearly has been influenced by artists from Cannibus to Andre 3000 to Red Man to Ludacris. If Fireboy and Twin are two different, but equally beautiful islands, then Absolute is the bridge that allows the even flow of goods to crossover.
These guys have money written all over their material; and I mean that more in a sense of quality and marketability. Game of Life Entertainment assesses thousands of new "talent" over the course of a year and, without a doubt, FTA is among the few, the proud, and the tightest. For anybody looking to take a breath of fresh air and remember how it was when you first heard a rap group that wasn't just gangsta, wasn't just pop-ish, wasn't just club-ish, but all-around artists who care about the craft of writing, the art of rap, and touches on relevant subject matters while still staying true to their individual experiences, take a look at FTA. You will not be disappointed.
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Coming Soon-Caesar's Palace vs Club Poetry: As We Walk Through The Alley
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