As many new artists have experienced on their journey to success in the music business, the road to the top is no easy task. Beyond talent, it takes some out-the-box thinking, work ethic, and a daring attitude to get consumers and music executives alike to pay attention. Emerging from the underground rap scene to become one of Web 2.0’s most blogged about new artist is Mickey Williams, better known as Mickey Factz.
The 23 year-old Bronx, New York emcee transcends the term “rapper,” eschewing hip-hop norms by challenging its conventions. Rhyming over everything from Portishead to Royksopp’s “Remind Me” (it’s the song used in Geico’s caveman airport commercial), Factz has distinguished himself from his peers with his avant-garde brand of rap (coined “hipster” by some). At the root of Factz’s uniqueness is his zeal to be different, creating music that defies formats: “I wouldn’t call it hip-hop; I wouldn’t call it pop; I wouldn’t call it R&B; I wouldn’t call it house or techno; I’ll just call it global because it’ll reach every living person on the planet,” states Factz.
While Factz’s image and music is cutting-edge and futuristic, his foundation is cemented in the essence of hip-hop and the art of rhyme. He proved with the distribution of his successful online mixtapes “Flashback: Vol. 1,” “In Search of N.E.R.D,” and “Heaven’s Fallout” that he’s lyrically up to par, and that his music is more than a novelty. Far from being one-dimensional, part of Factz’s appeal is his ability to compose songs with diverse subject matter: “I Like Your Supra’s” (fashion); “I’m Sean (50 Shots More)” (police brutality); “Machine Gun” (abuse/rape); and “Wonderful Place” (pregnancy/parenthood).
Good ol’ fashioned hustle and innovative internet marketing paid dividends for Factz in 2008, experiencing glimpses of mainstream notoriety, including the addition of his video “Rockin’ N Rollin’” (featuring the Cool Kids) on MTV, as well as his appearance on the cover of XXL’s “Class of ‘09″ issue. Now that Factz has gotten the ear of the music industry, he hopes that his next musical impact will resonate on a much larger scale. “It’s also about me changing the world. When a dude hits me on Myspace and says, ‘I’m homeless but I listen to your music everyday on my CD player to get me through the day,’ that means more to me than the money.”
As many new artists have experienced on their journey to success in the music business, the road to the top is no easy task. Beyond talent, it takes some out-the-box thinking, work ethic, and a daring attitude to get consumers and music executives alike to pay attention. Emerging from the underground rap scene to become one of Web 2.0’s most blogged about new artist is Mickey Williams, better known as Mickey Factz.



