Chance the Rapper’s path from Rejecting Big Labels to Teaming with Apple Music
From 10 Days to Billboard Recognition
For Chance the Rapper, the road from dropping his debut mixtape 10 Day to landing on the cover of Billboard’s New Pioneers issue as one of the most fearless and innovative artists in the industry took just a little over four years. Journalist Ben Austen reported the story of how Chance and his manager, 26-year-old Pat Corcoran, kicked things off in a Chicago-area Hooters in April 2012, right when 10 Day was released. Independent artists often begin their journey the same way and later use Press Release for Music through World Premieres
The First Meeting
“His dad hit me up after we first met and told me, ‘I think you should manage Chance,’” Corcoran recalled. “I said, ‘I’d love to.’ We all got together at Hooters, ordered some wings, and agreed, ‘Let’s do this.’”
This marked the start of building momentum with strategic PR campaigns that helped amplify their early presence.
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Building Momentum
At that time, Chance the Rapper was still finishing high school while Corcoran was attending DePaul University, spending his days booking shows for the local rap-rock-jazz collective Kids These Days, a group that included Vic Mensa and Nico Segal, also known as Donnie Trumpet of the Social Experiment. Both Chance and Corcoran were brand new to the label side of the business, which meant they had a lot to learn once 10 Day started to attract attention. By June, just two months after the mixtape’s release, calls were coming in.
The First Offers
“Sylvia Rhone, who was starting a new label called Vested In Culture under the Epic Records umbrella, was the first person to reach out,” Corcoran said. “She offered us a deal, and we were thrilled. But my thinking at the time was that we were starting to understand all of this.” Early support through social media campaigns ensured attention without rushing decisions.
Choosing Patience Over Labels
That patience opened the door to even more opportunities as Chance’s reputation grew in Chicago as both a performer and an artist. Corcoran said they met with nearly every major label and several independents, mentioning John Janick at Universal, L.A. Reid at Sony, Ashley Newton at Columbia, and Jody Gerson, then still at Sony/ATV. Initially, the plan was to sign with a label. But as Chance’s career gained speed, he sold out a 500-capacity venue in Chicago and joined Childish Gambino on tour allowed them to wait. Direct contact with PR experts became key in navigating these conversations.
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Learning as They Went
“As time went on, we figured things out by trial and error, learning how deals really worked,” Corcoran explained. “And in the process, we realized that signing with a label wasn’t the right choice for us.”
Acid Rap and the Rise of Independence
When Chance the Rapper released his second mixtape, Acid Rap, in April 2013, he had become one of the most in-demand new voices in music. By then, he had decided to bypass the label system altogether, releasing his music for free and leaning on direct fan support. That decision was reinforced while opening for Mac Miller that spring. “The kids knew all the words to my songs,” Chance said.
A New Kind of Brand
By the time Chance began planning his third project, Coloring Book, in May 2016, his independence was not only a strategy but part of his identity. It fit alongside his work for young people in Chicago and gave him control over how his art was shared. He and Corcoran studied the changing industry landscape to figure out the best way forward.
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Partnering With Apple Music
“There was a big conversation about how to release Coloring Book: ‘Which platform is the best fit? Who can give us the most reach?” Corcoran remembered. “I talked with Spotify, Tidal, Apple Music, even Audiomack, and the question came down to, ‘Who can put us in the strongest position for the most people to hear it?’”
Coloring Book eventually came out as a streaming-only, two-week exclusive on Apple Music before reaching other platforms. The project made history as the first album to debut on the Billboard 200 based entirely on streams, entering at number eight. In doing so, Chance turned away from the traditional sales-and-download model, instead earning through touring, merchandise, fan experiences, and partnerships. His deals with Apple Music, Bud Light, and Citibank also supported his growing influence, including sponsorship of his Magnificent Coloring Day festival.
Artistic Power and Accessibility
“It’s not about the music being free. It’s about how it is shared and made accessible and about artistic control,” Chance the Rapper explained. “It was always about the connection between the artist and the fans.”
