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Kero One – Early Believers Review

Early Believers

When Kero One released his debut album Windmills of the Soul, he had no backing and no name recognition to speak of. The album’s success came about through his persistent work to get it heard which resulted in it becoming a hit in Japan first, a humorous twist for a Korean DIY hip-hopper born and raised in the San Francisco Bay Area. Through this success, he has managed to remain independent, starting Plug Label, releasing The Tones’ debut album and doing end-to-end production on his sophomore release Early Believers.

It is this spirit and energy that infuses Early Believers with an unfettered sense of optimism and musical joy. From the instrumentation to the lyrics, the album is unmistakably a complete work by a focused artist. The music is consistent and full, utilizing both hip-hop and jazz influences, while the lyrics are often personal and focused on a specific story. The marriage between Kero’s thoughts and his beats serve to offer an album that never feels forced or out of place. Unlike some current hip-hop albums that feel like the goal is musical shock for shock’s sake, Kero One never tries to do too much or move too far out of his range. On the opening track “Welcome to the Bay,” Kero raps about the pros and cons of the area where he grew up over an easy synth and fresh beat produced by King Most. Jacqueline Marie provides the chorus about the mentality of never leaving the bay for a piece that is heartfelt and unmistakably San Francisco.

“When the Sunshine Comes” is an easy, sunny day melody. The pace and mood of this song seem to be the best fit for Kero’s vocals, letting him sit back and rap without tempo pressure. The smooth delivery of tongue twisters is unhurried enough that it doesn’t make the listener feel stressed that the words won’t come out. This track gives way to “Keep Pushin’,” a much more up-tempo track that lyrically resembles something Kanye might have produced, with a little more pop to it. The fusion of jazz and a glitchy stop-and-go guitar/handclap back and forth brought to mind edIT’s “Crunk de Gaulle” off Certified Air Raid material. On his “I’m better off single” track, “Let’s Just Be Friends,” Kero brings a sing-along melody to the chorus (performed by Tuomo) and manages to make his desire to stay single sound happy and upbeat. The album then moves into Latin Jazz influences on “Bossa Soundcheck,” where Kero displays the keyboard and piano education he was brought up on. Sounding like it would be best heard in a dimly lit lounge atmosphere, Kero manages to make a hip-hop song that would fool non-hip-hop fans into listening and enjoying.

A solid feature of Kero One’s music is that he doesn’t sacrifice his choruses like most contemporary hip-hop and rap acts have done to get radio air-play. There’s no, “she made us drinks to drink, we drunk them, got drunk” fillers here. The choruses are integral parts of the overall whole, demonstrated again through Tuomo’s easy delivery on “Love and Happiness,” bringing to mind some of the better work done with Codany Holiday on Zion I’s latest album. This is the second King Most produced track on the album, and together they make the only two not produced by Kero himself. In “Stay on the Grind” Kero raps about the difficulties and rewards of choosing the DIY route, and just when you thought the whole album would be hip-hop, “A Song for Sabrina” shows off the instrumental prowess in a hip-hop/jazz/funk fusion track that includes Vince Czekus on bass and electric guitar.

In the most poignant and introspective track on the album, “This Life Ain’t Mine,” Kero uses an easy and straight-forward hip-hop track to back an autobiographical story about his life and entry into the hip-hop career, looking at his choices in friends and religion. The easy keys sprinkle melodies over “I Never Thought That We” as Kero looks at his unlikely and unpredictable path from his parents’ wishes to his chosen career. And, without missing a step, the album ends on a Kero One exclusive instrumental, “On and On,” which lets the album fade out in a jazzy way, reminding the listener of the progression of the album as a whole, and that it wasn’t just rap or hip-hop you were listening to.

An easy listen, Kero One’s Early Believers takes chill to the next level at every step. Gone from this album are the stereotypes that you need raps about money and women, pop-induced repetitive hooks and coarse language to produce a solid hip-hop outing. Instead, Kero relies on excellent production, live instrumentation and honest lyrics from his point of view to make an album that flows from start to finish and will most likely end the year in more than a few top ten lists. While it isn’t edgy or controversial, and some listeners will harp on a lack of perceived street credibility, Early Believers reminds us that hip-hop doesn’t need to be any of those things to be fun. Early Believers will be available from Plug Label on April 7th. Check back here for our exclusive interview with Kero One.

Zion I – The Take Over Review

In 2006, Zion I released their album Break A Dawn, an album previously released only in Japan and brought stateside following the release of their collaboration with The Grouch, Heroes in the City of Dope. And then, radio silence. Without question the group was staying busy with live performances, interviews, AmpLive’s foray into remix work with the Rainydayz Remixes of Radiohead’s In Rainbows, but the gap between Break A Dawn and tomorrow’s release of The Take Over has been the longest drought of new Zion I material since the gap between 2000’s Mind Over Matter and their sophomore 2003 release Deep Water Slang. And the good news? The Take Over shows what ten years of maturity, musical comfort and genre influence can do to two people dedicated to their craft. The bad news? It clocks in at under 50 minutes, and when it ends, you can’t help but wish there was more.

While The Take Over doesn’t carry with it the same continuity of thought that made Mind Over Matter an intro to outro listen, it does bring the most eclectic genre influences into the music since that album. AmpLive’s creativity with his hip-hop and stunning ability to incorporate other genres helps create a musical backdrop for Zumbi’s lyrics that transcend plain hip-hop or rap. Following the intro, “Geek to the Beat” kicks off the album with a mixture of tribal drums and background chant sounds that are mingled with electro synths and heavy 808s. While it would be very easy for other artists to fall into the trap of using one of these sounds at the expense of the others, Amp has managed to find the balance, alternating between the very simple beat and chants during the verse and then bringing in a heavier electric feel for the chorus. The video below has a snippet of the song performed live on Friday night in Oakland.

“Takeover” follows “Geek to the Beat” and provides a much more traditional hip-hop sound. Amp brings in a boom-bap beat with simple keys in the background and a cut up sample that creates a feel of building in the song while you shrug your shoulders to the sample and then feel the beat come back underneath. Zumbi sounds effortless in his lyrics, and as it goes to chorus, the “takeover” sample mixes with undulating synths and a soulful sounding male vocalist sample. As the song fades and goes to outro, Amp’s musical skills are once again on showcase with a funky electro sound that sets up one of the singles off the album, “DJ DJ.”

This track is certainly one of the more out there cuts on the album as it uses techno and fast paced electro sounds with a chorus snippet in Spanish provided by Deuce Eclipse. Amp on here pays homage to his craft by sprinkling in something of almost anything he can find, including 80’s synth work that could have worked in almost any dance hall. What is perhaps most exciting about this track is that it goes in so many different directions, yet the potential for the evolution of the song is further enhanced by the fact that the group has released the stems to the songs online for fans to remix their own versions. Below is a brief clip of their performance of “DJ DJ” from Friday night.

This goes into one of the most solid songs on the album, “Antenna” featuring Amp’s main collaborator on the Radiohead remixes, Codany Holiday. On this track, Holiday’s refrain of “make me feel brand new” sounds at once both current and retro, a heartfelt line used more as hook than as chorus. What’s fantastic about it is that Zumbi appears to have felt it too as he structures his verses around Holiday’s hook, the simple and in places sparse beat and Amp’s synth work which here sound like falling sheets of rain. The result is a reflective song about Zumbi’s current situation and thoughts, with ascending vocoder sounding samples through the chorus. The electro remix and distortion at the tail end of the song helps to break it down before leaving you with the full beat and hook as it trails out. Video of Friday’s performance of the beginning of this song below.

From there we go into the track duo of “Caged Bird Pt. 1” featuring Brother Ali and “In the Mornin’ (Caged Bird Pt. 2).” These two tracks work as contrasting pieces. The uptempo and refreshing strings provide the melody for a moving and full sounding hip-hop track with a sample-heavy chorus complete with scratch effects and chop up by Amp. The lyrics focus on the idea of something better, and the feeling of the song as a whole is that the street and the cage provide the lyrics, but the music helps open it up and make flight possible. The easy, soulful and bluesy transition to the beginning of pt 2. then gives way to a grimy and deep sound with a much heavier beat. Pt. 2 sounds a bit less hopeful and upbeat than pt. 1, as if pt. 1 is meant to help the caged birds sing, and pt. 2 takes a view of the grind that creates the cage. What’s amazing here is that using the same melody and samples, Amp weaves two completely different songs together with such precision that the split between them is virtually invisible.

“Radio” takes a page from the “Hey Ya” book in that it incorporates a traditional drum/clap sound and acoustic guitar strum, making it sound like a hybrid of hip-hop and 50’s pop music. Zumbi raps about genres and musical evolution on this track that is really a retrospective of radio music and pays homage to the great artists of the past, from Miles Davis to Jimi Hendrix. And on the following track, Amp attempts to bring in a good portion of this retrospective with “Gumbo,” a brief interlude song steeped in horn work and Ragtime influenced jazz. But careful never to let his genre influence tilt too far in one direction, Amp takes the horns and decomposes them to electronic fluctuations of a space jazz variety.

“Country Baked Yams” featuring Devin the Dude is probably the largest departure from Zion I’s signature sounds on the album. It’s a song that will probably do very well on the radio and will have followers, but for me is a bit off. This isn’t to say that I don’t recognize the attempt at something different here and praise the attempt, I just personally don’t think it works. The track is steeped in bubble gum synths and the vocal alteration to a higher pitch makes it feel almost a bit childish. But the chorus is finely crafted with a simple vocal part and a very nice guitar melody with a nice bass line. It’s certainly closer to pop than I’ve heard from Zion I, but as an exploration and experiment, it shows that they’re willing to cross lines and try new things, which I’m never opposed to, even when the results fall short.

“Coastin” featuring K.Flay follows, opening with and carrying through piano that sounds heavily influenced from Amp’s work on Radiohead’s music. The drum clap gives a background for K.Flay’s smooth and somewhat smoky voice and the lyrics by Zumbi sound like he was without question coastin when he wrote it. Amp mixes in some crowd sounds to complete the track. The result is a driving song, perfect for late night with the sunroof open or mid-day with all the windows down. See the clip below:

The last single of the album, “Juicy Juice” comes next, and is the first song that I actually heard off this album a few months ago. The deep 808s and the hyphy feel come out on this Bay Area track that could easily have been placed as the opening track in place of “Geek to the Beat.” The sing-along worthy track, “Peppermint Patty” follows and has the vocal singalong part backed by horns and an eerie melody behind Zumbi’s lyrics. Next is “Bring in the Light” with a grim outlook on the current state of the world, including the bleak but all too familiar thought in the lines “Killing for oil/protest for peace.” Throughout the track, Amp brings jazz touches in, which go full steam ahead in the last minute of the song as he experiments with digitally distorted samples from the song mixed with a jazz piano and more space jazz sounds. While all of the tracks are solid on this album, the outros and interludes are where Amp really shows what kind of producer he is and how well grounded he is musically. They end the album with “Legacy” featuring Ty and Jennifer Johns, a jazz/lounge/pop fusion that draws on some of the tribal beats that show up throughout the album.

All told, there’s something for just about every listener on this album, whether you’ve followed Zion I since Mind Over Matter or if The Take Over is the first time you’re hearing about them (in which case, which rock have you been living under?) Latin, Jazz, Techno, Dance, Blues, Funk and Rock all find a place here, and even when they may not work for a particular listener, the desire to try and experiment with everything can’t be overlooked and is part of what makes the album great. What’s important to note is that while the song by song break down goes to describing what can be found on the album, it doesn’t do justice to the music here. Zumbi’s lyrics are introspective and conscious enough to get better with every listen, and similarly, AmpLive’s production work incorporates so many genres and layers to the musical tapestry he creates here that it’s hard not to constantly pick up new pieces to the sound that you hadn’t heard before. The Take Over drops tomorrow.

Part 1: Opio and Tajai Interview (Souls of Mischief)

Opio of Souls of Mischief

Opio of Souls of Mischief

Tajai of Souls of Mischief

Tajai of Souls of Mischief

Since the early 1990s, Oakland, California based Hip-Hop collective Hieroglyphics has taken on many shapes and sounds, from the lyrically complex and dense solo stylings of Del tha Funkee Homosapien to the rapid-fire and diverse delivery of Hieroglyphics to the smooth and masterful underground sound of Souls of Mischief. Spanning nearly two decades, Hiero and Souls of Mischief have brought new sounds and ideas to the industry while also providing a backbone of creativity that has helped influence the entire Bay Area music scene.

In November I had the opportunity to sit down with Tajai and Opio of Hiero and SOM, two members responsible for an incredible amount of solo and collaborative work for the HieroImperium. In part 1, we discussed their musical backgrounds, the formation of Hiero and the difficulty of staying relevant in a music industry that places an emphasis on the “next big thing.”

ACtual: Starting off early, what were both of your initial musical influences and inspirations, and when did you decide that rapping is what you wanted to do?

Opio: I used to be hella into Reggae, really. Yellowman is one of my favorites, obviously Bob Marley, Peter Tosh, they had the swagger that got me on rap. My parents were really into music, so through them I heard Earth, Wind and Fire, Parliament-Funkadelic, stuff like that. When I first really started to hear rap, I heard “Rapper’s Delight,” stuff like that, Grandmaster Flash. They used to play Rock and Roll stations out here, mixing, like college radio. Really the first time I heard “Rapper’s Delight,” I was just hooked to the way he was spittin’, it was cool, and it just evolved from there. All the older cats in my neighborhood were listening to them, breakdancing, graffiti and all of that was a part of it too. At the same time cats were breaking, graffiti artists, so it was that whole Hip-Hop culture, it wasn’t only just the rapping, I was breakdancing, all of that.

Tajai: Funk, I would say Funk was my biggest influence. Parliament, Bootsy, George Clinton, and then Too Short is probably the main reason I rap just because all the other rappers, I saw other people doing it, but I didn’t think that people from here could do it. As a kid, it was just my perception of it was something that other people did until I saw Too Short rapping and then I was like, “He’s from here and he raps.” That’s when I really started seriously rapping.

AC: You two as well as the Souls of Mischief crew met early on. Talk about how all of you met, came together and the creation of both Souls and Hieroglyphics.

T: We grew up in the same area, so I’ve known Casual and A-Plus since like Kindergarten, 1st grade. Del was at the same school as us, we just sort of all had a mutual interest in Hip-Hop, so once Del got on in ’91 he sort of brought us into the industry, but we had been rapping together for a long time before that. Casual went to junior high with Op.

O: The first time I went into the studio ever, me and Casual rented a studio in the 8th grade. Our man Terai came with us, he was in the 7th grade. I wasn’t even rapping then, I was a DJ, so I was DJing, scratching during that time. This is in the 7th/8th grade, me and Casual went to junior high and he already knew them. I would listen to their music when I was in junior high but I hadn’t really started to kick it with Tajai and A-Plus, but he would have tapes and be like, “listen to my partners.” I’d see them up the block and be like, “there goes Tajai right there.” We really started hanging out in high school, but the whole time we lived right around the same area. We all lived around the same block as each other but we weren’t really in communication until high school, and that’s when we really became a lot more serious about the rapping.

AC: You were released on Jive Records in 1993. Talk about the process of creating that album and what working for a major label was like. You were what, 17, 18 when that album came out?

O: Yea. That album to me was something, that, I would listen to songs that they had done when I was in junior high and me and Casual went into the studio, we were kinda serious about the whole rap thing. Tajai and A-Plus were working with Sir Jinks and they had a professional sound that inspired us to get on our business a little more. This is early on, so we had been working on our craft until we came out. We were probably 13, 14 really serious going to the studio.

That album, even though we recorded it in 2 weeks, it was something that was formulating for a lot of years. I really think it was highly influenced also by the whole crew aspect, not just the fact that we were Souls of Mischief, because we’re competitive by nature within Souls of Mischief, but then there was also Del and Casual, Pep Love, we had these other fierce MCs. Even during the time before ’93 til Infinity came out, everybody heard the demos, so we had something to live up to. People would hear the demos and be like, “the album will be wack, whatever,” and they heard other cats around us that were really shining, so it was a long time coming to me, that album getting done, even though it seemed like it popped out of nowhere, we had been working for some years.

AC: When Hiero formed, what was your original vision for the group and how did you go about making Third Eye Vision?

T: We’ve been together as a crew since before Del’s first record. Our vision then was let’s just all be the best we can be, get signed and be super stars. That’s different than how things progressed just dealing with major label politics, and the fact that, for someone to walk into Hip-Hop today, they have no idea that even when we came out it was still like a sub-culture. So being a super-star and blowing up meant selling a couple of thousand records, maybe going gold, but not platinum. The only people going platinum were guys like Vanilla Ice, MC Hammer.

So once we got off the majors, it was like let’s not stop making music just because we don’t have a label, let’s keep making music and then Domino was like, “Shoot, we might as well put this record out instead of trying to shop it, and from there we started Hiero Imperium and we’ve been rolling since then because it’s been, I’m not going to say easier logistically, but easier in regard to being able to be agile and creative. And now, almost 10, 11 years later, we’re really reaping the rewards of having laid that groundwork of being independent so long. Third Eye was something we recorded out of the need to make music, and then from there it built up to this independent label.

AC: With HieroImperium, you guys have been putting out albums and podcasts for a while now. What do you find to be the hardest part of being in this industry for as long as you guys have?

T: We’re not new, that’s the problem. To people who have never heard of us, which is not that many people, it’s like, “Wow these guys are fantastic!” But to people who have, it’s like, we come with something we feel is our best work and it’s like, “Ok, that’s dope.” There’s so much garbage out here that gets attention because it’s new, and that’s the frustrating part about it. If you’re consistent in music, that’s not good enough a lot of times, you have to have controversy or you have to fall real low to bring yourself back up, but we’ve been consistent and there’s so many of us, that that’s the biggest problem I see, we’re not new.

O: Also, over the years of doing it, touring, consistently going out and being on the road, not just only recording the albums, but the whole rap life in and of itself can take its toll. Sometimes people get jaded, but I think that luckily because there’s a lot of us, we’re able to keep ourselves focused and sharp. Without other people pushing you, and you’re hearing people recording songs and maintaining that creative energy and you don’t have it, your brother can lift you up a little bit and you hear some new shit, “oh man that’s dope,” it kinda gets your juices flowing. Maybe you’re at the house just bored, you wrote so many raps you’re through with it for a hot second, so it’s always a good thing to have other cats around you working and doing stuff. Casual, he’s always busy, Del is always in the lab working, A-Plus just consistent with the beats, so you can always go to those guys and be like, “What’s new?” just to get a little spark.

AC: In terms of approaching the writing, how would you say that your styles differ when you’re trying to come up with stuff for an individual album vs. working on a Souls project or working on a Hieroglyphics project, how do you approach each of those differently?

T: You’re competing against yourself when you’re making a solo record, so you get to look at things more holistically, you look at the entire project as a whole and where things fit in. Whereas when you’re in a group, you’re looking at how you fit into that particular song. With your own records I think it’s harder because you have to push yourself a little bit harder to be better than yourself, verse by verse and song by song. With a group album I think it’s easier because there’s so many other people you’re competing against that you have to come with your best work, that’s the main difference for me.

O: To me, I just feel more comfortable in the group element whether it’s Souls of Mischief or Hieroglyphics, I like the collaboration aspect of things and working with other cats, so to me that’s always been fun. I saw the challenge more so than doing music with others, trying to do something by myself like it’s a Herculean task cause you have so much more that you have to do. At the same time, once the process gets going, you kinda relax in your environment and it’s a good place to be because you can advance your style a little more. You get to go longer.

Especially in Souls of Mischief, we try to keep that quick jab approach so for me it’s kinda fun to just run my mouth for a little while. I’ve always been trying to explore more avant-garde styles whenever we’re doing songs with Souls of Mischief, so you can see the different elements that we bring to the table when you see our solo projects. You can see the different parts working. Sometimes it’s hard to tell what it’s like when you’re listening to the group all together then you get to hear the solo and be like, “So that’s how Souls of Mischief comes together,” at least for me because I’m a fan of Souls of Mischief too, even though I’m in the group, when I’m with other cats I love to hear the music and I like to hear the solo albums as well to see them even go further with it.

AC: Going off what you were saying earlier about the hardest thing is having been here for so long because new stuff always gets more attention. You hear a lot of mainstream writers, media people that say Hip-Hop is dead, and rappers will sometimes say that too. But there’s a lot of really good Hip-Hop out there if you know where to find it, so what do you listen to and what other artists in the genre inspire you?

T: Percy P, Guilty Simpson, Madlib, Black Milk. There’s a lot of groups that you probably won’t hear anywhere but satellite radio. I like Lil Wayne because he’s pushing the boundaries of mainstream but he’s doing something wild and crazy to something that just listened to dance rap so that’s good because maybe their minds will open a little more to people who dwell completely outside of that, but ain’t really much on TV that I like, not because it’s on TV, but because Rap music is really Pop music now. Hip-Hop can’t ever be dead. It may not inspire you the way that it used to, but that’s probably because you’re just not into it anymore. But as far as Hip-Hop, when we do shows and there’s thousands of kids there, it’s like, what are they talking about?

O: The way that Hip-Hop has been brought to the table and how it’s shown, it’s really not the true artform of it. It doesn’t represent. It’s more for trying to sell products, clothes, alcohol, stuff like that. It’s like a big commercial. But when there’s true artists trying to explore the creative process and what it takes to make a great song or a great lyric, a guy like J Electronica for instance is really dope. There’s people out there that’s doing it, but when you watch Rap City, you don’t get to see those guys that often.

I just feel like the vehicle that people are going to start getting Hip-Hop with is going to open the doors for more creative styles, people that are pushing the envelope stylistically and creatively which for me is the essence of Hip-Hop. How it was when De La Soul was coming out and A Tribe Called Quest was coming out, new flavors. I feel like that old form of commercialized, over-commercialized Hip-Hop, that is dead. It’s old hat, you can only use that so much before people get numb to it and it becomes a hard sell, pouring champagne everywhere, throwing money everywhere, people have seen that so much it doesn’t sell shoes how it used to, so now they’re going to start looking to the underground to do that.

AC: We were talking earlier about your latest project, Vulture’s Wisdom, Vol. 1. Talk about your vision for the trilogy, when the other albums are going to come out and what the idea behind these solo albums is.

O: I was just working with my man Architect, I’ve always been a fan of his music and his beats for a long time. He’s always been a cat that was out there, the style of his music is something that I always had a good time and enjoyed listening to. He worked next to us at High Street studios, he had a spot next to me so we had more of a chance to kick it and hang out and we were talking about doing a record, but it never really came together. Eventually I saw him in traffic one time and he was like, “I’ve got some beats, I’ve been thinking about you, we should do an album together.” When he hit me some of the beats and the style he was working with, it was perfect, we were right on the same page at the same exact time, so from there we just started collaborating and made a lot of music. Then we decided that we should not really stop at just one thing but hit cats with at least three projects, so that’s how the whole idea for the trilogy came up. The concept behind the title, like we were talking about earlier how everyone says Hip-Hop is dead, there’s nothing there, it’s over with whatever, we were like, “Nah, we can eat here, it’s still a viable option for us,” so that’s how the Vulture’s Wisdom title came into play.

We just are really trying to kill the backstory in terms of that being the forefront, we want to make the music the forefront, the style, the beats, the rhymes, the lyrics, not really like this guy did this, that, and the other. There’s always the story and sometimes it’s more interesting than the music and then you hear the music and you’re like, “this is what all the hoopla is about?” We want to bring it back to where the music is what people care about more so than the imagery. I feel like the 90s are something that people are trying to reach for right now, like that’s the golden ear, which for me is ’88, but other cats are more caught up in that ’93 era right now, always reaching back to the 90s and trying to bring it forward to here. Whereas I’ve always been a part of that connected to the whole essence of real Hip-Hop, so that’s where I come from, that’s my pedigree, whereas other cats might be trying to bring that back, I’m just trying to stay in that vein that I’ve always been in, that true essence of Hip-Hop, so it’s not a stretch for me to come and do something that people might call “real Hip-Hop,” that’s what we do, that’s Hieroglyphics, some of that good shit.

AC: Tajai – Stanford Anthropology grad, is that right?

T: Yea.

AC: How do you feel that education, that degree has helped your music? Have you incorporated that in your career at all?

T: It’s helped me with research, but that’s about it. School is school, it’s different from music, it just helped me research topics. Aside from that, it maybe helped me be organized in terms of my business, just going to school in general, but that’s about it.

AC: How important is it to you guys that you’re not major label? Do you think that you would have gotten anywhere near what you have accomplished if you were working for a major?

T: You’re just at the mercy of the market. There’s artists like J*Davey, Bilal, artists that you’ll never see their record. They’ve been in the industry now for almost a decade but because it doesn’t fit the labels idea of what records are supposed to be, it never comes out, so in that respect we probably would never have been able to bust the moves we could. It’s still different, it’s not like you’re doing it for a more noble purpose when you’re independent or you’re major. The way it is now, we’re like a major independent, us, DefJux, Rhymesayers, probably Stones Throw are labels where people want to get on the label, so it’s like they’re treating our independent record label like we would treat a major as a signed artist. We have more control, but really the market determines a lot of it and it’s harder right now to not be seen as generic in this marketplace because there’s so much. I mean, I think there’s more musicians than fans almost, especially rappers. So it’s hard to distinguish yourself as far as “into the marketplace,” so in that respect, it might even be better to be on a major label where they have the money to market you, where you have a shoe and a commercial and an appearance on Entourage and all these different things that are going to give you more exposure. Like when we put out a record, when we put out Vulture’s Wisdom, it has 8 videos, and how many of those are going to be on TV? We send them to TV, but do they end up on TV? No. So it’s really like we’re relegated to YouTube and MySpace and satellite radio and internet radio, and that’s the downside of being independent. It’s more a matter of exposure and it’s a double-edged sword. They’ll spend the money to expose you, but if they don’t like what they hear, they’re not going to expose you at all and you might never see the light of day.

O: If you’re doing it in terms of a business endeavor, you have to take advantage of what’s out there. I feel like for Souls of Mischief at the time, how the market was, us going major label was the best way for us to go at the time. To try to go independent would have been a bad look. It gave us a really good opportunity to get our music out there. We made what we really wanted and it got out to the people. For a time, the labels were all about trying to make super Pop Hip-Hop and I don’t know if they were going towards super avant-garde now, but definitely the tide has changed in terms of which artists are selling records. Lupe Fiasco is outselling artists, he’s like top-tier in terms of who the guy is. Kanye West outselling 50 Cent, so there’s a changing of the guard where if you are really more on the creative side of things, you might be able to get in and bust some moves, if you’ve got what it takes. Some people don’t necessarily have that appeal so it might be bad for them to go the independent route, you gotta really weigh your options. Cause the main thing, what you want to do is get your music out there for people to see you and listen to you and at the end of the day, to me that’s the most important thing. Then you can do whatever you gotta do with your hustle.

Check back with Evolving Music on Friday for part 2 where we discuss the future plans of the group, their thoughts on the remix culture and their favorite Hip-Hop albums of all time.

Musical Musings

With 2008 and all the music that came with it steadily speeding away in our rear view, I got to thinking a lot about what we did and didn’t see last year in the musical world, and what’s coming. When it comes down to it, 2008 was largely defined by some of the musical trends we saw, the continuing struggle over DRM and the ever growing attempts to market, brand and distribute music in ways that utilize multiple media and social platforms.

Musically, there was a greater push towards mash-ups (AmpLive Interview) and punk fueled Indie rock. Bands like Fall Out Boy and Bloc Party among many others kept driving guitars, sometimes melancholy lyrics and music that’s in your face in terms of pace at the forefront of the radio mainstream. Hip-Hop continued its usual pond-like trend: scum on the surface, beautiful water underneath with “artists” like T.I., T-Pain and Flo-rida topping the charts while rappers like Akrobatik, eLZhi and Black Milk continued struggling to boost their word of mouth. The line between Hip-Hop and Pop was continually blurred as radio Rap brought in more Rock and World music sounds into their songs.

We saw Kanye West rebound from a personally disastrous year to re-vamp his sound with 808s and Heartbreak, and we saw Guns ‘N Roses dig themselves out of a nearly 20 year grave to release the much anticipated Chinese Democracy album, something that many fans thought they’d never hear. Of course, most fans expected to hear either a new Eminem album (Relapse) or the long awaited and highly anticipated Detox album from Dr. Dre, and they got neither.

The DRM battle raged on in 2008, and in even just the beginning weeks of ’09 we’ve seen a nice movement in the area. For most of 2008, the IFPI (2) and the RIAA battled downloaders, both large and small, in court. Looking for lost compensation, they took to trial serial filesharers and spent massive amounts of time and money scaring college kids into settling out of court for fear of an expensive and punitive sentence against them. In the end, these efforts were largely useless, and in my mind, a joke, as they claimed to be fighting for the artists, while we all pretty much know how little the labels show the artists from individual song downloads.

The record industry spent months wringing their hands over lost profits and ways to control music that they long ago lost almost all control over. You have to wonder if, looking back now, they aren’t thinking of all their recent efforts as merely shutting the barn door after all the animals already escaped. And the change in tune has been brisk… Now, just two weeks into ’09, Apple has announced one of the broadest and most accessible withdrawals of DRM and price restructuring of MP3s in years. The four major labels have helped produce this movement, and it shows the increasing power of the consumers in the music marketplace. Once tied to hard copy formats like CDs with an average price table, consumers this year found diverse and creative ways to obtain their music, forcing the hand of the labels to recognize that DRM is not what the people want. How this lack of DRM will effect iPod sales or iTunes downloads remains to be seen. The launch of the App Store on iTunes also took music mobile with an incredible number of music related apps (and a few apps that are just plain incredible) designed for the iPhone.

The idea of Take Away shows and having artists perform live in unconventional venues took off. Nine Inch Nails picked up on Radiohead’s experiment with a free download format of an album, but they’ve taken it a step further now by offering over 400 GB of HD video footage from their concert tours up on torrent streams for fans to remix and create DVDs. This fan interaction has become tantamount to bands in the last year with MySpace including music, and a large number of acts going from conventional websites to social networking platforms.

And while these social networking sites and the bands that use them were beginning to become increasingly entwined, musicians were getting in the mix as well, literally. Late in 2008, MixMatchMusic officially opened its doors to musicians from all over the world to create, upload, collaborate and work with stems to broaden the ways people approach making music. With the DemoGod award at Demo ’08, a write-up in the San Francisco Chronicle and the ever-popular RemixSarahPalin.com, this vision of worldwide musical collaboration and the power of mixing and matching steps closer to being a full-fledged reality. (MixMatchMusic)

So what’s next? With the DRM barriers falling, the new foundations of band and fan interaction being laid and Web 2.0 casting a wider net over the ‘net, music in 2009 could be anyone’s game. Personally, I’m just waiting for The Detox… And now a moment for the outstanding musicians we lost this year, Bo Diddley and LeRoi Moore, among others.

Krista Interview

krista1

While some are subdued or destroyed by the hardships and circumstances facing them, others are strengthened by the struggle and formed by it. Growing up in Sunset Park in Brooklyn, J Records’ new artist Krista has come through a difficult home life and youth to write music that combines various elements of Rock, Hip-Hop and R&B that is then filtered through an incredible voice that can range from pure vocal to unfettered rap. I had a chance to sit down and talk with Krista about her debut album set for release early this year, her first experiences touring and what you can expect from her music.

AC: Growing up, what were your musical influences?

K: Basically everything influenced me. I listened to a lot of dance music because my mother likes to dance, and I listened to a lot of hip-hop and R&B because of the neighborhood I lived in, but then I always felt like I related a lot more to Rock and Roll every time I listened to the lyrics in the songs.

AC: Any specific artists or acts?

K: I would say that I based a lot of my vocal scales on Mariah Carey, I listened to her and tried to follow her scales. Led Zeppelin, Robert Plant because the voice that came out of him and the way that he looks are totally different. This slim tall guy with a fro and then his voice comes out like this beast.

AC: When did you start viewing your writing as a potential career?

K: When I was about 12, my uncle was inspired by the way I would write lyrics to his guitar playing. He would come over and play guitar after dinner sometimes and I would come up with old school doo-wop type songs that he really liked.

AC: I read that you got into a bit of trouble when you were younger?

K: Yea…

AC: What was your process of growing out of that, and was there a specific turning point for you when you decided that you were going to go in a different direction?

K: Growing up, my household was not really stable. We lived in one place, but it was very dysfunctional. My father worked at night, my grandmother was super conservative. I acted out a lot, but I started meeting people who didn’t have it as bad as I did and they would tell me that I had potential. One day this kid came up to me in the street and told me that I should be hanging around with people who were doing things with their lives and not just in the street and that really woke me up because I never thought that someone would look at me and think that they wanted more for me.

AC: Talk about going from writing to actually working on an album in the studio. What was that process like for you?

K: It was surreal and a dream come true to be able to have unlimited access to an amazing studio and I made use of that as much as possible.

AC: Did using the studio change anything about your writing style or the way you were approaching your music?

K: The producer I worked with on the album is a writer and he’s very structured. He helped me learn how to focus and structure my own songs more

AC: What can people expect to hear on your album?

K: Aggression, emotion, honesty and personality.

AC: You have two singles out right now. Talk about them in terms of what they sound like and their subject matter.

K: “Temporary Insanity” is the Gorillaz single, that’s what everyone calls it, and that’s a song that I wrote about a situation that was going on in my house when I was younger that was making me feel like a crazy person that didn’t belong here. My second single is “Missile” and that song is just about a past relationship and feeling like I’ve been with the person for so long that I don’t even know who I am anymore, and when I’m by myself I know who I am but when I’m with them I’m lost.

AC: What has touring been like for you?

K: It’s been going fast and it’s been a little scary for me going from a studio and having never seen the country or any other states before and all of a sudden getting thrown into an RV, flown here, flown there, and all these different sceneries in a matter of hours, it’s overwhelming. But I’m very excited and very humbled by the experience because its definitely been my dream.

AC: Your music mixes and matches different genres. Talk about those and how you think that this blend is going to speak to fans.

K: Well I never approached my style as a formulated idea. I wasn’t, “Ok, I’m going to sing, then I’m going to rap.” It’s just something that happened because with my generation and all the different types of genres that have been introduced to the music world in just the past 15 years, music has changed a lot, and that includes the way people listen to it and the way people take it in. I grew up in a neighborhood where everybody loved to listen to Hip-Hop, but I loved to listen to Rock. Music was a way of life in my neighborhood. The people who listened to certain types of music created certain cliques and if you didn’t listen to it and you weren’t down, then you were an outcast, so that’s what I was. I started my first band in 3rd grade.

AC: What other artists are you listening to now?

K: I always go blank when people ask me that. I’ve been listening to Shwayze’s album a lot while I’ve been on tour with them, and I like a lot of underground artists who haven’t broke yet because I like to feel personally attached to them from an early stage, and that’s what I’d like to do with my fans. I’m listening to a lot of dance to keep my energy up.

AC: What MixMatchMusic does is gather artists from all over the world and give them a space to collaborate and take a little bit of this, a little bit of that and see what happens when you start putting things together. But there’s also a strong emerging culture of people remixing artists. How do you feel about fans interacting with your work in this way and putting their own touch on it?

K: I would love that, I would love to hear it. It would be flattering to think that people were interested in taking my songs and flipping it their own way.

To read more, hear music and look for the upcoming album, check out either of Krista’s links:
MySpace:
http://www.myspace.com/Krista
Official Site:
http://www.kristaofficial.com/