LL Cool J is calling on the next generation of artists to stop prioritizing viral metrics over artistic substance, warning that the industry’s current obsession with data is stifling creativity.
During a recent appearance on Carmelo Anthony’s “7PM in Brooklyn” podcast, the Queens-born rapper argued that chasing clicks often results in fleeting moments rather than the lifelong fanbases necessary for a sustainable career.
The veteran performer, who rose to fame in the 1980s, expressed concern that record labels and artists have allowed algorithms to dictate their output. He noted that while streaming statistics and social media engagement are the current benchmarks for success, they often fail to capture the emotional resonance of a song.
LL Cool J said that “data was running the show,” creating an environment where human judgment and musical intuition are frequently ignored. Drawing a comparison to professional sports, the Rock and Roll Hall of Fame inductee explained that statistics do not always tell the full story of an individual’s impact.
He noted that just as a basketball player’s value to a team goes beyond the numbers on a stat sheet, a rapper’s importance cannot be measured solely by how many views a viral clip receives. A song designed for a social media caption, he suggested, lacks the depth required to build a lasting connection with a listener. “Make another good song,” he advised younger artists who may feel discouraged by low initial engagement.
He emphasized the importance of patience, urging rappers to focus on developing their craft rather than treating every release as a desperate bid for internet fame. The rapper likened the pursuit of instant visibility to spectators running onto a playing field without putting in the necessary preparation or training. LL Cool J’s perspective is informed by his own recent return to the recording studio.
While working on his 2024 album, “The FORCE,” the rapper admitted he had to “relearn” how to rap after an 11-year hiatus. Rather than chasing modern trends or relying on his past hits, he partnered with producer Q-Tip to refine his sound. He said he was not interested in being “trendy” or recapturing his old style, but rather in creating something that met his high personal standards.
By focusing on songwriting and ownership of their work, LL Cool J believes artists can maintain control over their careers.