When RicoRunDat sold his first beat on BeatStars for $7.50 as a sophomore in high school, he felt his world change. He immediately ran downstairs to share his achievement with his parents.
The first sale
When RicoRunDat sold his first beat on BeatStars for $7.50 as a sophomore in high school, he felt his world change. He immediately ran downstairs to share his achievement with his parents.
“They were like, ‘nice,’” he remembers, laughing. “But to me, it was like, ‘This is crazy. I managed to make money out of thin air.’ That’s what it felt like.”
He knew he wanted to chase that feeling, and he did, many times over. While residing in Toronto, Canada, Rico has consistently made sales, so much so that he’s able to make this a full-time living out of his career. Though he’s only 21 years old, he’s figured out the process to becoming a full-time creative.
Learning from financial mistakes
Like many creatives who find success at an early age, Rico made some mistakes with money. After his first sale for $7.50, he raised his prices. He sold more beats at a consistent rate, so many that he splurged on a $1,000+ pair of shoes when he was 17.
“I’m glad I did stupid stuff like that because I learned what to do and what not to do with my money,” he claims.
Now, he chooses to reinvest his earnings into his craft, and sets aside a much smaller portion to enjoy. He prefers to invest in synthesizers and other equipment to make his beats better. As a solo entrepreneur, he prioritizes setting aside money for taxes and bills. He then breaks down the rest of his spending into buckets: “What type of equipment do I need right now? Where should I travel to? What type of stocks should I invest in? How much should I put back for enjoying life?
“At the end of the day, we don’t make this money for no reason,” he says. “You gotta have fun in life, too.”
Keeping it simple
Though Rico looks back on the $1,000 shopping spree with a bit of embarrassment, his intentions were in the right place. He believes that investing in his image is a crucial piece to his business, especially when working in-person or in studios. Success in becoming a producer can really boils down to how well you present yourself.
For Rico, simplicity is key for his brand. His BeatStars and Instagram profiles are minimal. No “Type Beat” or rapper names are found in the titles of his beats. His recent tracks feature black-and-white images of rappers for a clean, clear look.
His Instagram follows the same minimalist approach. Film cameras and similar settings are his preferred aesthetic for photos he’s featured in. Rico’s secret to branding really isn’t a secret at all: he thinks of himself as an artist. When a project is coming out, he posts more frequently on social media - clips from podcasts he’s featured on, unreleased photos from business trips. There are no hired photographers or creative directors, no official marketing budget, just a keen eye for quality and filtering out what doesn’t fit.
Finding his niche
Early in his career, Rico gained recognition for being the go-to producer for Pop Smoke and King Von type beats. Instead of relying on traditional email marketing strategies to retain his customers, he focused on building a brand that made him synonymous with a specific sound.
This approach highlights that success doesn't always follow the same path. While many may prioritize email marketing to keep buyers updated on their latest projects, Rico trusts that his strong brand will naturally draw people back to his profile.
"When I send out my samples and beats," Rico explains, "I don't like to send them to 400 different people. I prefer to stick to a smaller group of about 15-20 people and build off of that, creating a tight-knit group of collaborators that I genuinely enjoy working with."
However, as the popularity of Pop Smoke's and King Von's sounds has waned, Rico has noticed a slight decline in his consumer base. This has prompted him to adapt and diversify his sound, illustrating the potential pitfalls of aligning too closely with a single artist's style.
Collabs are everything
Because there’s no active management company involved in Rico’s career, relationships and collaborations are the lifeblood for his career.
For example, his placement with Lil Durk and Rob 49 came through his good friend and collaborator, DJ FM CT, who is signed to Lil Durk. The process for landing the placement was relatively simple: Rico sent DJ FM CT a sample, he made the beat, and likely at some point, CT played the beat for Durk and secured the song.
“The network of people you have around you is everything,” Rico says.
The future for Rico
Rico's journey is a testament to the power of passion, perseverance, and strategic thinking. From his first $7.50 beat sale in high school to making a full-time living as a producer, Rico's journey is not just about talent; it’s rooted in learning, adapting, and building meaningful relationships.
When asked if he has any keys for success for others who are pursuing a career full-time, he says, simply: “Consistency, and stay true to who you are.
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