Back in 2002, Tech N9ne and Travis O’Guin were fed up with trying to play by the music industry rules; the game was rigged.

Instead of catering to the industry norms, the radio, and records execs who were too scared to support a rapper as unique as Tech N9ne, Strange started playing by their own rules, releasing Tech N9ne’s Absolute Power for free as part of the “Fuck The Industry” campaign.

Free releases, merch, and touring, are now some of the most commonly implemented tactics in hip-hop today and Tech was at the forefront.

Now, nearly 20 years later, with the industry in the midst of a shift again thanks to the emergence of streaming, Tech and Travis are, again, setting out to change the way music is released with “Fuck The Industry 2.0”

The details have yet to be revealed, but a recent Instagram post from Travis, hinted at something big, that will likely again, shake up the industry.

This is "How I'm feelin" right about now!!! Putting together a plan to SHAKE SHIT THE FUCK UP!!!!!!! I know that a lot of people aren't going to like what we have to say… Don't care…

A post shared by Travis O'Guin (@strangemusicceo) on Jun 27, 2018 at 11:25am PDT