When it comes to music Rell Ca$h doesn’t have a big box industry machine behind him or the power of a cosign from one of your favorite artists, but what he does have his a ton of hustle and the ambition to make sure his music is heard. The Milwaukee native infuses his music with real-life stories, sharp lyricism and an aura of hard work that can translate to anyone’s lifestyles or career.
The most recent release from Ca$h, his buzzing single “Get Em Off,” is garnering worldwide recognition. With spins reaching as far as Asia, and the successes of stateside music outlets, radio stations, and blogs, the momentum heading into his next full project is palpable. Those achievements aren’t by chance, that’s the result of Ca$h being a student of both the music and the industry as a whole, realizing how the music machine operates and translates into more fans and more success.
With momentum on his side and a successful summer seventeen under his belt, Rell Ca$h is looking forward to a strong fourth quarter and a giant leap forward as an artist and CEO in 2018. Continue below to learn about how Rell Ca$h monitored the game to build his role as a CEO, how his single “Get Em Off” came together, and how he feels about possibly signing with a major label.
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Your single “Get Em Off” is getting major love across the Internet, how did it come about?
The single came about just paying attention to the Milwaukee hip-hop scene and how the Detroit movement is starting to come to the front right now. Some of the Milwaukee sound and Detroit are synonymous. I see that people were embracing the sound more with the push of the D. What I did was study the movement and the reaction to poplar Detroit records and got in tune with a producer who does the sound for the Milwaukee artist and on with the Detroit artist who got a strong feeling. I got in contact with him and got the track and got it moving. That’s where it all came from.
Working in that sound, did you find it as a challenge for you creatively?
It was easy. When I first got it, the beat, it was just a snippet. I reached back out like yo, I need the whole joint. It was an old beat of the producer, Melo, and he had to look for it. He finally got it to me in a week or two weeks.
And you knew you immediately knocked it out?
I was in the whip, about 5:30 in the morning. I’m sleepy as hell pulling up to the crib and it woke me up. I had to put it together right now. I hit a U-turn out the crib and went to the lab. I had it in my email a couple of days tops. I already knew what to expect from it cause I had the snippet to work with for a couple weeks. It was about hearing everything where the drops would come from and then once I had it I couldn’t sit on it.
The work on this single shows the power of what you and your team has been able to do. What made you originally set out to be independent?
It was just a situation where we were putting music together and creating ideas. independence was the way to go. You were seeing different artists break through from the indies, Mac Miller and Wiz Khalifa – before he signed his partnership with Atlantic. Nipsey Hussle was going strong in 2011 and 2012. At that point, we were pushing the music out and even had a situation where a label was in our area with distribution with Sony was reaching out to sign.
But you ultimately decided to stay the course and do your own thing?
They had certain things going on with the owners and restructuring their deal, but the other half of they label was on the count down, coming home from the joint, so we were like do we wait on that or push the envelope ourselves. I ain’t finna wait for nothing. G.I.N. Music Group and the acronym for “Get It Now,” that’s how I live. I’m not going to wait for too long to go get whatever it is I want. If I want it I’m going to get it right now. We put it together and that’s how we been rocking ever since. 2013 we got everything legalized and we moving.
At this point I feel like the relationships that myself and everbody else in the circle have developed, along with the knowledge we have acquired is all coming together. We crossing our t’s and dotting our i’s, now we not moving blind. I could sit and watch but being idle for two years wasn’t good for me. You sit and then whoever was supporting has now faded and you have to start that all over. I’m going to learn on the fly, I trust in myself and knew I was smart enough to learn on the move. I now have people in the game giving me free game. Right now it’s about doing the extra things to make yourself hot. You have to have merchandise, you have to videos up to par, you have to search and develop relationships with engineers so your sound is crisp and clear. One thing I learned all the time is these artist who locking in on the independent wave they are everwhere they could possibly be at one time. They have a social media presence. They being featured on different blogs and streaming services. Now that’s what we doing. That’s why we moving the way we move. We putting everything together.
How do you like the challenge of being the CEO and artist? Is there a challenge to having to serve as both?
I love it. The type of person I am, I flourish in environments where my hustle determines my salary. My whole life, that’s what it has been for me. I don’t know if that’s a role I took on in my life or if that’s what God has placed me here to do. I got 11 sisters and I’m the oldest, everybody look to me for everything. I’m used to having all the responsibility on me and having to perform at a high level. I know nothing comes easy but you got the closest people next to you in great positions to achieve due to your work and advice you give them, that’s priceless.
That’s how I feel with G.I.N. Music Group, I ain’t the only artist, my bro is up next and he just as much of a partner as I am. I take on the responsibility and hustle part but I don’t have no knocks against that. I love it. It’s a reason Hov and Diddy is cool and accepting artist like Yo Gotti and Rick Ross. Everybody can do this but the hustle is sold separately. We on our way.
If a large label now offered the partnership or tried to buy you out, what is the response?
We would entertain the offer but to be totally honest with what we got going on, putting together and what I see for myself and the music group as a whole, the opportunity for something like that is closing. That’s no dispresct to anyone but when you so far invested into yourself and your brand it doesn’t make sense for somebody else to eat off your plate. Everything is in consideration, I wouldnt be opposed to the sit-down but it would have to make sense. If it’s a 360 situation, we getting up from the table ASAP.
“Get Em Off” is still rising, you have TRAPCV$H 2 on the way, what’s next?
We about to do these shows. We figured out how to pinpoint the location of our listeners and we take it back to the old school. All the online coverage is great but now I’m about to pull up on where these people at. If I got people in Idaho showing love I’m trying to figure out where to pull up in that state and reach those people. Connect with those radio stations, work with the influencers in the area. It’s time to pull up on everybody now. They have to feel this.
Follow Rell Ca$h on all social media at @RellCashMusic.