Like most artists, Canadian rapper and songwriter Dave Mac got his start on the scene with the release of various indie singles and projects. He officially began his career in 2009 and would release three mixtapes between 2010 and 2012 before focusing on his album debut.
Turn My Back would drop in 2015 with eight supporting music videos including Mac’s video debut, “People Say,” which premiered on April 13, 2013. His drive and work ethic would steadily build his fanbase from the ground up, and it wasn’t long before it began to show in the numbers. You’ll need to scroll quite a bit down his extensive YouTube catalogue to find anything with less than 10K views.
While Mac has certainly found some success as an independent artist—he has five songs on Spotify with over 100K streams, including one with over 1.5 million (“So Long“)—he had a real breakthrough moment when he started to apply some of the skills he was using to promote himself as an artist to start promoting brands. Mac worked with sunglasses brand Pit Viper in 2017, and interest in his abilities would expand into new far-reaching avenues from there.
Now, Mac’s demand is growing, locking in promotional campaigns for all kinds of brands, from eyewear and candy companies, a sauna company and even a company selling hair and beard straighteners. The Port Perry, Ontario-born artist loves the challenge of catering to each company’s unique needs while still infusing his own style and vision. He’s even started to use his skills as a rapper to create jingles for companies with the latest created for Wroxeter, ON-based Moonlight Sauna.
Traditionally, companies create songs or “jingles” for ads by working with advertising agencies or music production companies, who often work with producers and lyricists to come up with a memorable melody and catchy lyrics. The jingle is then typically recorded in a professional studio before being used in an ad.
Jingles are generally easy to remember, reinforce a brand’s message, and some can come to be as well-known as major hit singles—think ““Ba Da Ba Ba Ba, I’m Lovin’ It!”” from McDonald’s or Kit Kat’s famous “Give Me a Break” song, for example.
In this case, Mac has cut out the middleman and has set up shop by dealing with companies directly with his own brand, Lil Boost. It’s a grassroots marketing firm which caters to anyone looking to make an impact with their promotions, regardless of the industry. He’s creating jingles, videos, and promoting products on social media.
“Lil Boost is a media/marketing company that promotes whatever your business is…,” Mac explained in a recent interview with HipHopCanada.
“Could be teeth whitening, could be your artist’s music, it could be whatever you want promoted on the verified Instagram page for $40 per lifetime post.”
While continuing to expand his promotional repertoire, Dave Mac continues to promote new music as well as features he’s done for other artists. His latest album, the 14-track Impression, was released independently on April 7, 2022.
We recently had a chance interview Mac via email and asked him about getting started as an artist, building Lil Boost, his growth in the promotional business, and more. Check out the Q&A below.
Q&A: Dave Mac
HipHopCanada: Dave, thanks for taking the time to speak with HipHopCanada. We’ve featured your music several times over the years, but this is the first time we’ve connected for an interview. Let’s start with some background. What are your earliest memories of hip-hop, and what would you say was the biggest thing that influenced you to become an MC.
Dave Mac: I had some MC Hammer tape cassette as a young boy and my father was a musician so there was always recording equipment around, and in high school, I just started rhyming words over instrumentals or having freestyle battles.
HipHopCanada: You’ve got a massive catalogue which keeps growing. If you had a chance to win over a new fan by letting them hear just one song from your collection, which would you choose, and why?
DM: The “Trouble” video/song because there was a true meaning behind a real life story that just needed to be told.
HipHopCanada: How has the local scene changed since you first started making music?
DM: More artists and entertainers started seeing it as a money ticket and I noticed a lot of people stopped putting their heart, passion and soul into creating the music. And how nowadays, social media impacts the fan on the artist view or how they seem to put personal stuff/lives out there.
For example, I’m a big fan of Enrique Iglesias because he doesn’t put his personal stuff in his music. Whether he is straight or gay, he makes it for all and doesn’t try to promote sexuality to children like Sam Smith.
HipHopCanada: With a ton of competition in the rap game, it’s always a good idea to carve out your own lane, to separate yourself from the rest. You’ve done just that becoming a go-to resource for companies looking to represent their brands online and on television. For those that are unfamiliar, can you touch on how you started working as a brand ambassador for companies?
DM: Once the “DAVE MAC” brand became successful, I used my traffic and marketing tactics to drive even more people worldwide to promo pages or my artist main page.
Once influencers became a thing, I took advantage of the following and started reaching out to companies to provide product for promotion.
HipHopCanada: From your perspective, how does your approach differ when it comes to making a regular song and making a song to represent a brand?
DM: Well, if I’m doing a feature for the artist I try to write the song about their topic and if I’m doing a jingle for a company I try to do a lot of research on the company and the brand so I can get them a product that they’re happy with.
HipHopCanada: You’ve created various songs that are now being used to market brands of all different sizes, and in a variety of industries. Which companies have you enjoyed working with the most?
DM: I loved working with Pit Viper / massage guns. But my favourites are Moonlight Sauna, Coldture and BedJet!
HipHopCanada: Speaking of BedJet, which is one of your more recent campaigns, can you speak on that collaboration and how that came to be?
DM: One of my best friends, Brendon, told me about the product. He actually bought two of them for himself and his mom so when he planted the bug in my ear I decided I’d reach out to the company. And now I’m having the best sleep of my life.
HipHopCanada: What other companies will you be working with for the remainder of the year?
DM: I’m in talks with Sleep Country to get a new mattress as well. I need one lol
HipHopCanada: What is Lil Boost, and what inspired you to start the company?
DM: Lil Boosie inspired me to start a little boost. I was doing a lot of work with one of his artists then lead to word of mouth. Lil Boost is a media/marketing company that promotes whatever your business is… could be teeth whitening, could be your artist’s music, it could be whatever you want promoted on the verified Instagram page for $40 per lifetime post. Since Instagram switch their guidelines, my Lil Boost verified page has been disabled. We were using a website selling artist campaigns with Spotify and YouTube as we have a database of listeners that we can email blast their songs or using ads to direct traffic to their song or product.
HipHopCanada: How does someone hire you if they’re interested in procuring your services?
DM: Usually they would go to the website but now it’s more word of mouth or direct inquiry.
HipHopCanada: How did the modelling gig with Kellogg’s come about, and what was your biggest takeaway from the experience?
DM: My cousin’s boyfriend is the sales rep for the brand and they were just looking for some male models for an event. I really enjoy the cereal. When I showed up the vibe was right and they found their model for that campaign. Also, got to enjoy cereal at the event. Plus, I eat Pop Tarts every night and that’s the company behind them.
HipHopCanada: Stepping away from your work with brands, congrats on the release of your latest single, “MoonLight Sauna.” Do you have plans to release a full album or EP this year?
DM: No plans on releasing anything other than various singles that I’ve already been pre-recorded but you never know.
HipHopCanada: I also took in the recently released collaboration with Tallant Don. Can you speak on how that came about, and any other collaborations you have planned for the year?
DM: He’s a Canadian artist that wanted my feature. I have four or five collaborations that I’ve done with other artists that are just unreleased… we will see if those will ever see the light of day.
HipHopCanada: Aside from your own music, what do you have on your playlist at the moment?
DM: Quinn Xc11, Mike., Ma$e, Cyrus, Mike Posner.
HipHopCanada: What else do you have planned for 2023?
DM: A couple different music videos and just really focus on my next project. Maybe take a year or so with this and put different energy into it.
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