Ray J is out here preaching the supposed perks of “crashing out.”
Stopping by The Breakfast Club on Wednesday (Nov. 19), the 44-year-old — who’s been tied to plenty of crashout-type headlines lately — claimed there are actual business advantages to that kind of behavior, even though he admits he’s not sure where the line should be drawn.
“If you have the option to make mistakes and it works, the mistakes work, then you find yourself in a weird position because crashing out works,” Ray J said during the interview, seen in full below. “How do you balance that with just being level in life? And sometimes for me, it just gets confusing and everything just becomes blank and it all just gets real blurry.”
After Charlamagne tha God offered some gentle pushback, Ray J kept breaking down his logic.
“But it does work,” he insisted. “It does work for impressions. It does work for certain scales when you’re doing Snapchat or you’re doing Twitter or you’re doing Instagram or you’re doing Twitch, and you’re running 15 ads an hour and you want your CPM to be solid, right? You’re running ‘em at night, in late night, and you want those to work as well. So I think it all works if you’re looking at it from a really scientific level. I think a lot of people don’t think we look at it like that, but we do.”
Even so, Ray J admitted that “enough is enough at some point,” though he’s not exactly sure where that line is.
“I don’t know when it is,” he said. “I don’t know when enough is enough. Because I’m like, enough’s enough now, but I’m like, is it enough?”
For anyone who doesn’t know, CPM stands for cost-per-mille, meaning cost-per-thousand. It’s the price an advertiser pays for every thousand impressions an ad receives, and it’s often treated as a key metric in marketing campaigns.
Ray J’s logic behind the supposed value of “crashing out” lines up with how a lot of people think today. Just look at the long list of artists who’ve racked up endless headlines in recent years thanks to controversies of all kinds — it’s clear this strategy is already in motion.
At the end of the day, we’re all operating in an attention economy.
