The founder of the site that hosted early mixtapes from rappers like Future and Gucci Mane discusses its legacy and upcoming relaunch.
He and his team contacted DJs online and asked them to upload their mixtapes on the platform. “We were like, ‘They’re going to get leaked online anyways. Why don’t you give them to us and control that release and then really bring some eyeballs to it and promotion behind it?’” he recalls. Eventually, he met DJ Tekniques, who took him up on his offer and uploaded mixtapes by Jody Breeze and Gorilla Zoe to the platform.
Ivans said they learned how to hype their major releases with big banners and a countdown . But not everyone was happy with what they were doing. True to the anti-establishment ethos of the mixtape scene, Ivans raves that one of the site’s first accomplishments was receiving a cease and desist letter from Cash Money Records. “I just remember jumping up and down and celebrating. I was like, ‘Oh man, we made it.’” he says. “It was a great moment for me.
At its 2012 peak, LiveMixtapes was doing between 200 to 400 million impressions a month, with millions of users listening to projects on the site. They had launched apps on both iOS and Android. Complex had contacted them to be a site on their network, bolstering their notoriety. They were doing SXSW showcases and hosted a Juicy J show in Cleveland for hismixtape.
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