Important here is the inspiring influence of Ali B, the “cuddly” Moroccan and a smart businessman who put hiphop on the map in the Netherlands and turned it into a lucrative earning model.
Frank Barendse: “He really became the role model for hip hop in the Netherlands, because Ali became the first wealthy rapper here. There were already some in America. They’re rolling in the money over there, because of the ‘scaled economy’. That is so big there: one hit and you don’t have to do anything else for the rest of your life. But it’s different in the Netherlands. Ali managed to build up a fortune by also doing theater and TV in addition to music. He handles that wisely, in part because his home situation is very stable, and he doesn’t squander his money. Except for that Bentley. That makes him a role model for Lil’ Kleine, Boef and many others, also because he has been at the top for so long.”
If you get five of those guys to talk about money and their future, what would be the common thread?
“They all want to make a ‘mil’, a million. The future is far way when you’re in your twenties. Boef is an exception; he invested in a beautiful house and owns a few other properties besides. The trend is not so much to invest in real estate, but more in yourself as an entrepreneur. Lil’ Kleine started a French fries business, Monica Geuze sells jewelry and they all want a clothing line. Ali has ‘Ik Wil Groeien’ (I Want to Grow), helping people with personal growth. And he has several other enterprises.”
While money was being invested in expensive cars, drugs and traveling in private jets a few years ago, the rapper in 2020 is opting for a business as an investment in the future.
“And there is always the awareness that music can stop. Corona has proven that. You can suddenly be no longer ‘hot’, suddenly have no more hits, no longer have the inspiration, or you’re overtaken by the ‘the next best thing’. That is much less the case for professional athletes. They tend to stay at a certain level for longer. The competition in hiphop - 2018 and 2019 were top years - is bizarre. There are so many good rappers. And all those rappers realize: it has to happen now. And because that awareness is there, they also look at: what else is there, besides my career? Look at what Lil’ Kleine has done with his French fries joint. Others started clothing brands. They are all looking for alternatives and they have the money. Those rappers also have an incredible digital reach. The online ‘presence’ of Monica Geuze or Ronnie Flex is close to a million or a million plus. They are their own marketing company. So, if they want to start a business, let’s say in glasses, and they post pictures of themselves on Instagram, wearing the glasses they produced, they will immediately have a million consumers who also want a pair of glasses like that.”
Also read: Athletes are going for real estate