A couple of weeks back I was in the crossfire of an interesting debate in my barbershop about the relevance of Jadakiss as an artist in 2009.  Some patrons loyally supported the artist citing his lyrical prowess and longevity in the game as a respected emcee with skills.  Detractors however used the argument that he’s never experienced radio success or any signficant Soundscan numbers for any of his solo projects.   Jadakiss has always been one of the few high profile emcees to remain true to his lyrical roots despite sacraficing mainstream success and radio love.

These and all other facts have been at Team Kiss’ disposal for quite some time and may have lead to their unique approach to his most recent release, “The Last Kiss.” Despite his subscription to the “grimey street formula” and a five-year hiatus between album releases the marketing minds behind the project helped Jada’s latest effort debut at #3 on the Billboard 200, selling 134,520 copies in it’s first week. To date, the album has sold over 179,706 copies in the U.S. In the current economic climate complicated by the challenges of selling music in the digital age, those are huge and very shocking accomplishments.

But how’d he do it?   Rob Stone co-CEO and founder of Cornerstone, a full-service lifestyle marketing firm and contributor for Ad Age‘s “Song’s For Soaps” blog disects Jada’s revamped marketing strategy and how everyday consumer brands can lean from his approch.

“Jadakiss played to his strengths. He knew the limitations of radio, and, much like brands today that may no longer be able to create a huge presence on TV and out-of-home, he invested in his core — he got creative. Jadakiss made himself accessible to his fanbase by creating partnerships with brands, other artists and DJs, and also by utilizing the momentum of the web. Instead of a top-down national approach, he took to the streets — connecting DJ to DJ, city to city, and building a national presence for the album.”

That’s a very interesting concept and one that you up-and-coming artists in the Highbrid Nation should pay attention to.  That same street, hustler mentality that personified Jada for over 15 years in the game was the backbone for the to-date very succesful marketing plan that has ganered tremendous success in the face of adversity and without the help of much radio airplay or traditional advertising.