The way Ice T sees it, it's time to meet the new boss. Speaking on the "Voice of the Creator" panel at the Webnoize 99 Internet music convention in Los Angeles on Monday, T was blunt in his contention that major labels are perennially fixated on the bottom line.| "They sign you up, turn you out, and keep most of your money." Artists who choose to sell their albums on the Internet might still be "hos," he said, but added "they're acting as their own pimps."

With a new record, the 7th Deadly Sin, on the Internet-based Atomic Pop label, Ice T is staking out territory as an early supporter of web-based music. But his move to the online world was not motivated only by his disenchantment with major labels; he sees net-based music as the wave of the future. "They're building a rocket ship," he told the audience, "and I want to be on it."

But who does T think will be in charge? When asked, the rapper narrowed his eyes and growled, "how the f--k should I know?" That doesn't matter, he adds. Right now, "they're basically giving up the secrets," he says. "People come up to me and tell me everything about their business. I'm learning everything I need to know to do it myself." In five years, "everything will be in place and they'll be zipping their mouths." By that time, he grins, "I'll be able to fly the ship myself, and it won't matter who the f--k's driving."

The other artists on the panel were not as forceful as the rapper, but all agreed that the Net is a powerful instrument for musicians. For singer/songwriter Jonatha Brooke, selling her albums via her own Web site renewed her faith that she could connect with fans after being dropped by her label. Producers Jimmy Jam (Janet Jackson) and Patrick Leonard (Madonna) both were impressed by their ability to work with musicians on the other side of the world, emailing music files back and forth, and former Spearhead leader Michael Franti said that the web has allowed him to become closer with his fans. Bowie guitarist Reeves Gabrels prattled on about plumbing and toilets.

But everyone on the panel had at least some fan recognition before they took to the Net, and, whether or not they made sense, none of the musicians had any ideas about how an unknown act could make themselves heard above chaos of the web. The best advice came from T, who is promoting up-and-coming rappers on his Web site. "Make all the connections you can, link onto as many pages as you can," he said. "You can hand out cards on the street that have the address where people can hear your song." Whatever the venue, he concluded, one thing doesn't change. "You have to be willing to do it yourself."

STEVEN MIRKIN
(November 16, 1999)