Master P & More Gather to Talk the Business of Music at Atlanta's 2016 A3C Festival

Thaddaeus McAdams/FilmMagic
Master P at The A3C Festival and Concert on Oct. 7, 2016 in Atlanta.

The 2016 A3C Festival kicked off in Atlanta last week, drawing fans and artists to the city from all over the globe, ready to hand out fliers, promo tees and USBs. Rappers and producers from Europe mingled with songwriters and engineers from down the street.

The first three days hosted a number of networking events and panels with names like "Women at Work: Entrepreneurship in Hip-Hop" and "Music Tech Meetup." The live podcasts were also in effect: Homegrown AB+L Radio had a semi-permanent setup at the festival, showcasing the station’s lifestyle show Day 1 Radio and The Download. The Combat Jack Show moderated Bad Boy’s "Hitmen Reunion" on Friday afternoon.

For five days, A3C -- an acronym for “All 3 Coasts” -- held steadfast to the event's purpose since its inception more than a decade ago: keeping the fans and artists informed about the business end and featuring performances from up-and-comers, newly signed artists and OG emcees repping all sides of the continental United States and beyond. Throughout the five-day stretch, there were a few noteworthy moments we didn’t have a chance to recap; Billboard reflects on them all here.

Thursday

-Independent artist Deante Hitchcock speaks to AB+L Radio’s The Download about recurring J. Cole comparisons, his start, and his desire to take a completely different career path. “I never wanted to rap. I wanted to figure skate, for real,” he deadpans. 

-Legendary photographer Jonathan Mannion stops in at Day 1 Radio for a quick talk. The original show guest was supposed to be CTE affiliate Payroll Giovanni, but reportedly he’d run into some hotel issues so Mannion steps in to save the day with stories of some of hip-hop’s most beloved in front of a camera. Mannion tells a tale of ODB requesting money from his own team to appear for his own photo shoot. Then, the rapper asked wardrobe for outlandish looks spanning from that of Donna Summer to Rick James.

Friday

-Master P speaks on his business inspiration: the neighborhood Avon lady. “I saw her coming to the 'hood with her products in the trunk. So one day I stopped her like, ‘How you doing that out your car?’ She was like, ‘Git outta here n---a. You making me hot. My shit legit!'” He also introduces the new No Limit: HB, Mo Roy, J Slug, and Black & Mild.

Saturday

-Nick Grant leaves his mark on Outkast’s “Jazzy Belle” during the ATLiens tribute show. The set was part of Mass Appeal’s 1996 stage. Some of the other artists who performed include Forte Bowie, Ras Kass and Nappy Roots.

Sunday

-A lot of the showcases over the week, both official and unofficial A3C events, were pretty impressive. Chicago-bred Hustle Simmons held down the Midwest with his Hustlepalooza event on Wednesday evening. Atlanta’s own Beer N Tacos had Atlantic artist Kap G headlining that same night. And on Sunday, DJ Wally Sparks hosts a Before Serato dance party with Combat Jack and @HipHopObama. Chinara Butler hosts a Pimp C tribute show and day party. The event features performances from artists like AR-AB (Yes. That AR-AB.), Kissee Lee, Rico Richie and Snootie Wild

-On the way down Edgewood Avenue, after the final set from Mystikal where his mic was cut, some festival-goers complain. Loudly. “Nah!,” one guy shouts, to no one in particular. “F--- that! Mystikal shoulda been able to do 'Shake Ya Ass'! I been waiting on that shit all night!” Another woman says, “I don’t know why they only gave him 15 minutes...” Also, the word is that Mystikal had been there all night, but because of the delay he ended up with his time cut short. If people are going to be waiting all night then, the delay should be worth it.


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