Piff Perkins
Veteran
The reason why Drake and J.Cole didn’t nail their debut albums is completely the fault of their respective labels. Most labels at the time didn’t understand that these artists of the “blog generation” (Drake, Cole, Kendrick, Kid Cudi, Wale, Big Krit, etc) already had “debut” albums by way of their mixtapes. The Warm Up IS J.Cole’s debut album. So Far Gone IS Drake’s debut album. The labels were trying to push a certain marketing and singles driven campaign with artists who had already established an identity with their fanbase. Jay-Z even put Cole on tour for like two years straight (which was smart) but when it was album time he STILL kept him on the shelf until he had a proper “single” which ended up being “Work Out”, a song that while a hit didn’t do much for either Cole or his fanbase.
If Cole and Drake would have been able to make the albums they wanted those albums would have been MUCH better. If you take FNL (which was meant to be the major label debut) and add 1 or 2 songs from Sideline Story you have damn near a classic. If you let Drake and his Ghostwriters work with 40 instead of rushing him to work with Kanye and Swizz Beats you’d have a Take Care level major label debut.
Interscope was wise in letting Kendrick do what came natural to him. Work with the producers he wanted, have the features he wanted (MC Eiht on a major label debut in 2012 is fukking astonishing) the singles he wanted (Who would have predicted Swimming Pools would be a hit?) because Kendrick was already set up to win. He had a narrative, a fanbase, plus the West Coast was overdue for a “savior”. They allowed Kendrick to be the artist he was MEANT to be instead of conforming to what was “hot” at the time.
Same thing for Kid Cudi. He was on Good Music but he was able to be his own person and release Man On The Moon which FELT authentic to who he was as an artist. As such he was successful.
Good points. Also worth noting that if you shuffled the chairs, ie switched which labels the artists were on...it's very possible things would have turned out differently. Cole on Interscope, without Jay demanding a single...maybe the result is an album coming out faster with FNL tracks. Flip side maybe if Kendrick was on Columbia, without Dre and Jimmy Iovine rolling the dice...maybe the result would have been something watered down and worse. Seeing that play out in person gave me a lot of respect for the balls TDE had at the time, as well as the patience of some of the execs.
Cole and Drake eventually got it right, releasing full bodies of work later (FHD, Take Care for instance) so the debuts didn't hurt them. Cole has mentioned before that he was one of the last guinea pigs of that era, where the label demands hits. Since then he's done a great job of doing his own thing and letting the hits happen on his own terms. Then with Drake...I'm not a fan but I respect the fact that he took the "failure" of his first album - specifically the reliance on big name producers (Swizz, Kanye, Timbo) - and rebounded by taking full control of his destiny/career. A lot of that initial anger those named producers had/have for him boils down to him winning without them. He sounds best over the sound of his camp (40, Bo1da, etc) and everything since then has been that.