Swoope and Collision Records told Rapzilla on Friday that they had agreed to separate (on very good terms). The departure has made him one of the most valuable, unsigned artists in Christian hip hop.
Speculation about where he would sign next began immediately after the announcement. Swoope’s platform is large enough and connections abundant enough for him to stay independent and find quick success. However, this would initially seem like a lateral career move, while Collision CEO Adam Thomason’s statement about Swoope’s departure suggests an advancement.
“In 2013, I knew [Swoope’s] ministry through music was growing — skill included — beyond Collision,” Thomason said, “and the Lord confirmed this in 2015.”
With that said, here are the three most likely labels to which Swoope could sign — if he doesn’t stay solo or start his own.
3. Reach Records
This landing spot would create the most excitement in Christian hip hop. Based on Swoope’s scheduled Higher Learning Tour performances and his fairly frequent appearances in photos with Lecrae, the pairing would come as no surprise. Reach even has an opening for Director of A&R, and Swoope has produced more than he’s released music lately.
As much as Reach signing Swoope makes sense, though, it may not be the best fit for him.
Think about Reach’s direction since Church Clothes and the interviews you’ve heard over the past couple of years. They want to expand in the mainstream hip-hop market.
Now, think about Swoope’s albums Sinema, Wake Up and The Zoo. Most of his art has been overtly Christian and, sonically, not trap music.
Swoope’s lyricism would allow him to make an impact in the hip-hop market, and, who knows, he may have altered his approach since his move to the hip-hop hub that is Atlanta. However, his discography suggests he’d sell more in the gospel or contemporary Christian markets, which is why these next two labels may be more likely.
Plus, when Rapzilla co-owner Chad Horton predicted that Swoope would sign with Reach on Twitter, Wit, who may be in the know, didn’t think so.
@chadhorton I'll take you up on that bet
— Wit (@iqwitmusic) February 5, 2016
2. Fo Yo Soul Recordings
Kirk Franklin’s Fo Yo Soul Recordings, which is under Sony Music Entertainment and RCA Records’s umbrellas of labels, got into the business of Christian hip hop last year when he signed Christon Gray, a former Collision label mate of Swoope’s. If Gray was only the beginning of Franklin’s future work with Christian rappers, Swoope would be an ideal second signing.
- Swoope, who was a full-time music director at his church in Akron, Ohio, may crossover easiest to the gospel market
- Swoope and Gray work together well (see: W.L.A.K., Gray’s four features on Wake Up)
Also, this recent back-and-forth between Swoope and Gray on Twitter could mean absolutely nothing label-related. Or it could.
Y'all go peep the family out on IG
https://t.co/ejS9J448eY— Swoope (@MrSwoope) January 29, 2016
Thanks bro. Miss sharing these moments with you. https://t.co/cFYdJ9bYGN
— Christon Gray (@christongray) January 29, 2016
They'll soon return bro. But you already knew that
https://t.co/EBvYretKBg— Swoope (@MrSwoope) January 29, 2016
You know I'm not half as clever as you with the tweets. So all I'll say is, "Milk Tears". https://t.co/KIEzfE7Hbv
— Christon Gray (@christongray) January 29, 2016
1. Word Records
Last year, Word Records hired Joseph Prielozny, who had previously served as an A&R at Reach. Word Records is a subsidiary of Word Entertainment, a Christian label under Warner Music Group, and home to artists like Skillet, Family Force 5 and NEEDTOBREATHE. If this major label is launching a hip-hop arm with Prielozny soon, Swoope is probably on its radar.
In 2009, Prielozny co-founded Collision. He soon returned to work for Reach, but not before Collision signed its first artist, Swoope. The first time that Prielozny heard Swoope’s debut album, The Zoo, he said he listened to it for two-to-three days straight.
Major labels like Word and Fo Yo Soul likely prefer artists who have proven they can sell over developmental acts, and Swoope’s last album, Sinema, debuted at No. 55 on the Billboard 200. This, Swoope’s relationship with Prielozny and his overtly Christian lyrics make Word sound like the most likely landing spot for him.
Swoope couldn’t share any details about what’s next for him with Rapzilla, so for now, all we have is speculation.