F*ck Going Viral: Veteran Lessons on the Long Game

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F*ck Going Viral: Veteran Lessons on the Long Game

Veteran hip-hop producer Cryptic One on building a sustainable music career, direct fan relationships, and why your old catalog still matters

toru

May 14, 2025

Transcript

Who’s your favorite person to talk production with? Share this with them.

In today's music landscape, where everyone seems obsessed with going viral on TikTok or landing that one big playlist placement, it's refreshing to hear from someone who's been in the game for three decades and has a completely different perspective.

Enter Cryptic One — a New York-based hip-hop producer who's been making beats since 1989. As a founding member of the legendary underground collective Atoms Family (alongside Company Flow and other NYC hip-hop pioneers), he's watched the industry transform from analog to digital, from record stores to streaming, from street teams to social media.

In our latest ProducerHead episode, Cryptic shared wisdom that flies in the face of today's instant-gratification culture. His message? Play the long game. Build real relationships. And for the love of hip-hop, stop abandoning your back catalog.

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Why Your Old Music Still Matters

"Don't abandon your past work," Cryptic emphasizes. Just because that EP you dropped three years ago didn't get the response you hoped for doesn't mean it's worthless. He points out that older releases continue to find new audiences — you just need to keep them in circulation.

This is a crucial mindset shift for producers who are constantly chasing the next release, the next sound, the next trend. Your catalog is an asset, not a liability.

The Email List Revolution

Here's something that might surprise younger producers: Cryptic is more excited about email lists than Instagram followers.

"Building an email list gives you a direct line to your true fans that isn't dependent on algorithms or social platforms," he explains. While everyone else is stressing about the latest algorithm change, producers with solid email lists are reaching their audience directly.

But here's the key — you need to provide value. Whether it's exclusive beats, behind-the-scenes content, or early access to releases, give people a reason to hand over their email address that goes beyond "updates about my music."

Physical Releases in a Digital World

Yes, you read that right. Cryptic One still advocates for CDs and cassettes. Not as your primary revenue stream, but as a way to create tangible connections with fans.

"Physical releases create a different relationship with your music," he notes. It's about giving your most dedicated fans something they can hold, collect, and treasure — something that streaming simply can't replicate.

The "F*ck It" Point

Perhaps the most liberating advice Cryptic shares is about perfectionism. Every producer knows that feeling — endlessly tweaking a mix, never quite satisfied enough to release it.

Cryptic's solution? Reach what he calls the "f*ck it point."

"Getting to the 'f*ck it point' and releasing work regularly is more valuable than endlessly perfecting something," he says. "People are more forgiving of mistakes than you might think, and authenticity often connects better than polished perfection."

Do you know a perfectionist? Help them reach the f*ck it point and share this.

1. Use Social Media Intentionally

Instead of being consumed by social media, use it as a tool. Analyze what content performs well and why. Create a marketing plan that goes beyond "link in bio." Think strategically about each platform's strengths.

2. Create Direct Connections

Whether through email lists, physical releases, or personal interactions at shows, focus on building relationships that exist outside of social media algorithms. These connections are your career's foundation.

3. Consistency Over Perfection

Release regularly. Promote consistently. Show up for your audience even when you don't feel like it. The long game isn't about viral moments — it's about steady, sustainable growth.

The Reality Check

One of the most valuable insights Cryptic shares is about perception versus reality. Those "overnight success" stories you see? They're usually the result of years of grinding that nobody saw.

"There's always more to the story than what appears on the surface," he reminds us. Success in music production isn't about the lottery ticket moment — it's about showing up day after day, year after year.

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Your Next Steps

Ready to implement Cryptic's long-game strategies? Here's where to start:

Audit your back catalog — What older releases could use fresh promotion?
Start an email list — Even if it's just 10 people to start
Create a content calendar — Plan your social media beyond just release announcements
Consider physical releases — Even a small run of 50 cassettes can create memorable fan experiences
Set a release schedule — And stick to it, perfectionism be damned

Listen to the Full Episode

This article only scratches the surface of Cryptic's 30 years of wisdom. In the full episode, we dive deep into:

Specific Instagram marketing strategies
How to use targeted ads affordably
The psychology behind fan engagement
Stories from the Atoms Family days
Technical production insights

Connect with Cryptic One

Ready to learn more from this underground hip-hop veteran?

YouTube: @CrypticOne
Instagram: @cryp_uno
Website: crypticone.net
Spotify: Cryptic One

About ProducerHead

ProducerHead is a podcast by Toru for music producers navigating the modern music landscape. Each episode features conversations with producers, engineers, and industry professionals who share practical insights for building a sustainable music career.

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