Checkin' in with Critter

For this week’s Fusion music column, I hung out with local rapper Christopher Maldonado – better known as Critter.
I’m always impressed with local hip-hop and rap artists for their tenacity. Besides the struggle of succeeding as an independent artist, they have to contend with the area’s lack of performance options catering to the genre, as well as the negative stereotype that some people tend to associate with rap or hip-hop. The result seems to be that these musicians have to work that much harder to be noticed.
With that in mind, I became intrigued by some of Critter’s methods of getting noticed:
Critter TV: Critter films a very rudimentary show about what he calls his “rise to the top” and posts it on YouTube each week. www.youtube.com/critterny
Video phone message: Critter films funny scenes – such as throwing a whipped cream pie in someone’s face – and adds his marketing information at the end, such as where he’s performing that weekend. He sends that out to every phone number he has with the idea that it will be mass forwarded, not because of his blurb about performing, but because the preceding scene is so comical.
Less is more: Critter isn’t one of those musicians who is plastering bumper stickers on your car, flyers in your window and blasting a CD in your ear. During our interview, he noted that one of the main things he’s concerned about is over-saturating to the point where people are sick of hearing about him, so he tries to maintain a careful balance with his marketing.
Check out his MySpace page at www.myspace.com/soberinc



