Even an independent label is looking for a hit, they're not looking for a record that's not gonna do well.
If I focus on being an activist and my job is to be a rapper, I'm not going to be as good of a rapper. I need to focus on hip-hop and focus on making the music, so that when the activists come to me and they need my voice to create a platform, then I've got enough people listening to me. Not because I'm conscious, but because I'm dope.
I am not a prisoner of conscious, but people try to make me one sometimes. It is both a gift and a curse. It's a high honour but can create limitations - I have to be fluid.
Being called 'conscious' is a great thing to be, but it's the connotations and preconceived notions that come with the buying audience about what conscious music can be.