Rating:
  Review Date: July 15, 2007
  Websites: Creature, Dax-Devlon Ross
  Publisher: Outside The Box Publishing

Creature “The Underdog’s Manifesto” Book Review
If you turn on the radio or sit down in front of the television, you normally experience a certain perception of hip-hop: Big time rappers and major labels. So it comes as no surprise that most emcees see signing a major deal as the only way to make it as an artist. They don’t want to settle for anything less than being that famous rapper on MTV – nothing less than being a star. But in reality, major deals are few and far between. And in many cases, major label artists are still broke and struggling.  

However, most emcees don’t realize that there are other ways to do what they love and make a living. With dedication, a hard work ethic and a willingness to pass on worldwide fame, a rapper can make his own fortune by doing it all himself. Don’t think so? Well, ask Creature. Creature is a local New York City emcee that personally sold more than 10,000 CDs without the help of a label, a marketing campaign or major distribution. And now he is sharing his story with the world in “The Underdog’s Manifesto: A Guerilla Artist’s Path To Independence.”

The Entrepreneurial Spirit of the Underdog
We’ve all heard stories of underdogs making it big before. After all, our country was founded on the underdog. Creature’s story is no different, and actually reminds me of an underdog story my grandfather used to tell me – a story about his great-grandfather.

My grandfather’s great-grandfather was a poor sharecropper who worked the farms of the Midwest in the mid-1800s, struggling to pay off his debts and provide for his family. In 1848, however, news hit that gold was discovered at Sutter’s Mill in California. Men throughout the Midwest flocked to Cali, making life-threatening journeys across the continent in covered wagons, hoping to find gold and strike it rich. Unfortunately, most of these “forty-niners” returned home with nothing.

My grandfather’s great-grandfather traveled west during the great California Gold Rush – but he did not mine for gold. Instead, he set up shop at a miner’s camp around San Francisco. When miners returned from long and often unsuccessful days in the mountains, he would cook them dinner, do their laundry, fix their equipment, and mail their letters. He never saw so much as a spec of gold, but returned home a rich man. He purchased thousands of acres of farmland outside the little town of Terre Haute, Indiana, the last of which my grandfather sold off shortly before his death.

Now my grandfather would always tell that story gleaming with pride. To him, it was an example not only of the American dream, but also of some kind of underdog entrepreneurial spirit. Instead of being blinded by the hope of striking gold, his great-grandfather was able to read between the lines, see the real opportunity of the Gold Rush, and use his skills to profit and change his own destiny. And in comparison, that’s not much different that what Creature has done.

Instead of following the crowds in being blinded by the hope of signing a major deal and becoming a rap superstar, Creature was able to analyze the situation and see the real opportunity of the great Hip-Hop Rush. While cats were futilely trying to strike major deals, Creature set up shop just blocks away from major record label offices and sold 10,000 copies of his debut album, Never Say Die, directly to hip-hop fans in less than a year. His success has allowed him to make a good living doing what he loves, invest in his future, and get his music to the people, all without having to sacrifice his originality, creativity or ethics by working with a major record label.

The Path to Independence
“The Underdog’s Manifesto: A Guerilla Artist’s Path To Independence” is both the story of Creature’s journey and his manual for Do It Yourself (DIY) artists to find success on their own. It documents his rugged road to self-reliance, and shares the lessons he learned along the way.

In Chapter II, Creature breaks down his strategy for selling music independently to the reader, emphasizing the importance of self-evaluation, being observant and making a connection with the buyer; the importance of being a master communicator and avoiding making assumptions about people; and the importance of keeping it light while finding your inspiration as an independent salesperson. In Chapter III, Creature teaches the necessity of finding the “artistpreneuer within” and transforming that into a legitimate business venture, even going as far as to explain the pros and cons of sole proprietorship verses corporation and limited liability status, and giving important advice on how to blend business with art.

Chapter VI stresses the importance of monetary discipline and of investing your money in tangible pursuits, while Chapter VII urges the reader to recognize the need for teamwork and doing business only with people that are willing to stay on the grind. And Chapter VIII gives step-by-step instructions on the art of performing, booking shows, and choosing competitions, open mic nights and compilation projects with care.

The remainder of the book consists of two in-depth interviews between Creature and co-author Dax-Devlon Ross, both of which effectively serve to give firsthand thoughts and philosophies of a true DIY underdog, and a series of biographical sketches of legendary independent artists, with profiles on Too Short, Eazy-E, RZA of the Wu-Tang Clan, and Master P, among others, which show the reader the possibilities by providing case studies of underdog artists that have traveled the path to independence.

Creature’s manifesto is an enlightening and thought-provoking take on the true meaning of success, and the sacrifices one must make in order to achieve independence as a guerilla artist. It shows that by staying on the grind and taking pride in a modest hard day’s hustle, artists can still stay real, maintain originality and make it big without the help a major label. This book is a must read for any independent artist who can relate. Peace.