You have major labels that are willing to take unconventional approaches because the old model is crumbling in front of us.
MacklemoreI definitely use 'smiling while rapping' as a tool in the booth. I want to have fun while recording.
MacklemoreI grew up in the spoken-word community. Before everybody had a home studio, or before we could get booked for shows, open mics were the only way to be heard by other people. It really gave me a chance to develop as a performer. Reading a piece of poetry with no beat in front of 20 people is way more challenging than rocking for 10,000 people.
Macklemore