Without a good artist how far can a record really go? Debatable. But, without a good producer ask the same question and the response without a doubt is “not very far”. It is extremely hard to find that special sound that will put you over the top when it comes to quality production. BUT when the two sides do finally meet – it is an indescribable feeling that can only be seen/felt once you press play and look around the room at everyone’s face when the beat drops.
iStandard has played a pivotal role in connecting the two sides since 2011 when they sent The Mekanics (who have now produced for Meek Mill, The Game, Young Jeezy, Kanye and more) to work with Shady artist Yelawolf. Since then they have been connecting the dots between artist and producers, especially with their Beast of the Beats competition. The contest allows producers from all over to compete in front of the likes of legendary Rockwilder, Cardo, S1 and others in order to work with some of the best talent in the game.
The most recent winner, Sikwitit out of Dallas, has been winning competitions left and right across the nation eventually landing in the Atlantic Records studio with Snow Tha Product for her “Got Me This Far” track off ‘Tha Rest Comes Later’. He also laid some background music behind the popular Starz show ‘Power’, has partnered with Monster Energy and even FADER magazine/Cornerstone to show a behind the scenes look at their sessions.