How FRANK OCEAN Became FRANK OCEAN (The Real Story) 2019

_IN PROCESS
EP.13 | FRANK OCEAN

Frank Ocean is one of the seminal talents of this generation. He's obviously talented and marketable. But ultimately, he's resilient and inventive.

In this episode of _IN PROCESS, we're examining how Frank Ocean became such a savvy creator– not only in his musical offerings, but his in his business acumen as well. Navigating his own career never did come easy for Frank Ocean, but he's managed to do incredible things despite swimming against the current.

Christopher Breaux was an introspective kid from New Orleans. He claims that Frank Sinatra & 1960 Rat Pack film Ocean’s 11 is the inspiration for his moniker, Frank Ocean.

During his years of college, Frank lost all of his recording equipment on hurricane Katrina. The winds and floods would drown any possibility of Frank being an average university student. A violent hand of god pointed Frank towards his destiny on the Pacific coast. It’s ironic: one ocean would erase the man he was, and another ocean would greet the man he would become. At 19 YO, Frank Ocean drove to California with little money and one shot to make it.

He produced music at a friend’s studio, while working day jobs and grinding to get his name out there. Frank Ocean would eventually become a ghostwriter, crafting for material that would be sold to the production staffs of Brandi, John Legend, Justin Bieber, and Beyonce.

He found an industry connection in ‘Tricky’ Stewart, and was able to get signed to Def Jam. But Def Jam wasn’t particularly interested in developing Frank as an artist, and he sat in limbo waiting for the company to provide him with resources. He eventually linked up with an underground creative collective named ODD FUTURE. The crew was ferociously fueled by their own will and passion. ODD FUTURE would eventually go on to be the breakout group of the years to come, and Frank Ocean was given a platform to unleash his own groundbreaking talent.

In February 2011, Frank Ocean self-released nostalgia, ULTRA. His mark was burned onto the music map, as the EP received critical acclaim, a cult following, and industry attention. Kanye West would use Frank Ocean on No Church In The Wild. Frank Ocean then released is debut album, Channel Orange.

Because Def Jam only loaned him money after he already proved himself, Frank spent years working on his exit strategy from the label. He stayed extremely low-key, and only surfaced for a handful of tracks between 2013 to 2016. During this time he hired new lawyers and managers, secured deals with Apple Music, and purchased the rights to his own catalogue. To fulfill his contractual obligation to Def Jam Universal, he released Endless, a livestream concept work that would release him from the major label. In an unprecedented move, Endless was revealed to be not a complete album– but instead it was a marketing tool used by Ocean to promote his 2nd independent release: BLOND.

Paired with a magazine titled Boys Don’t Cry, Blond skyrocketed in sales. It was a power move in artistry and business, proving Frank to be a modern legend.

Frank Ocean’s face is chiseled on the Mount Rushmore of soul music, along with Sam Cooke and Otis Redding. That’s a big claim, but think about it– Frank is so exquisitely fine-tuned. Not only in voice, but in image and personality as well. His art direction is brazen yet elegant, similar Peter Saville’s iconic takes on Joy Division & New Order. His music is reminiscent of Neo-Soul heavyweights like D’Angelo.

Frank Ocean’s songs are smooth, sweet, and haunting. His reclusive lifestyle speaks more for him than any interview. Like the footage from the Endless stream, Frank is a craftsman in every sense of the word. And he has to be, because the world simply will not let him be anything else.

Murky waters sent him on a solo path to find himself. A murky business sent him to be his own boss. How did he do it, and what can we learn from him?

USE YOUR GIFT. We’ve all been given something that cannot be taken away by outside forces. Whatever you have, make sure you put it to use.
READ THE SIGNS. Frank Ocean was pushed to succeed though bad circumstances. Identify what’s pushing against you in life, and work towards a solution.
TRUST YOURSELF. At the end of the day, the only person that can get you to the top is yourself. No matter what happens, believe in your own gift.

Life’s currents will take you everywhere high and low. Lazy rivers can send you adrift, and rough waters can send you tumbling towards the promised land. Frank Ocean is out there navigating his waters using the compass in his heart. When the seas of your own life come to sweep you away, PREPARE YOURSELF FOR A VOYAGE TO GREATNESS.

That’s what it means to Push Product.
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"Endless" - A Film by Frank Ocean
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