Duck Down James on Rochester’s Underground Legacy, Artist Development & the Future of Hip-Hop

In this powerful sit-down, we connect with James Niche, better known as Duck Down James, the current Marketing Director at Duck Down Records. Before making waves in NYC, James helped shape the underground hip-hop scene in Rochester, NY, supporting local artists, curating raw talent, and building authentic platforms from the ground up.

We talk legacy, artist development, and what it takes to transition from local influence to national impact. James shares stories from the Rochester grind—DIY venues, real rap, and raw energy—and offers insight into what Duck Down looks for in artists today. If you're passionate about music culture, independent hustle, and the blueprint for staying rooted while leveling up, this interview is a must-watch.

🔑 Topics Covered:

• Rochester’s overlooked underground scene

• James’ early days building platforms for local artists

• How he joined Duck Down Records

• The real work behind artist marketing & development

• Advice for creatives looking to break through

• The power of staying connected to your city

  
  

🧠 From grassroots energy to industry strategy, this conversation blends real talk with real knowledge.

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