Sounds From The Underground: Hip Hop Lifestyle & Marketing Podcast from Insomniac Magazine

Insomniac Magazine editors IZ-REAL and Kevin Keith examine innovations in Hip Hop through the decades in this new series as part of Sounds From The Underground. On this episode of the podcast, they delve into the 1980s and discuss some of the most groundbreaking acts in the genre. 

If you know Hip Hop, then you know that the most talented artists are not found on the top of the charts or going viral. That type of visibility is a seriously good look if you can get it, but many times it's nothing more than a fleeting spell of vapor fame. Instead, some of the most impressive emcees can be found grinding in the trenches, well-below the surface, building success from the ground up.

True Hip Hop heads know Insomniac Magazine has been digging deeper to unearth gems for over two decades. Today, we continue the tradition of shining a light on talent on this interview conducted by IZ-REAL with Rocdwell, a charismatic Detroit emcee who regularly delivers uplifting music that celebrates self-empowerment. Take time to delve into this in-depth discussion about music, inspiration and more. 

In this episode, IZ-REAL interviews Jackie O. Asare, a veteran music industry professional whose career began in the early 90s and continues to present day. She's worked with artists such as Lecrae, Mýa, Teddy Pendergrass, Freddie Jackson, 112, Cormega, Three Six Mafia, Lil Jon, Naughty By Nature, Prodigy of Mobb Deep, GURU and more. She's held the position of Publicity Coordinator for Sony Music and Director Of Media Relations for iconic Hip Hop labels including Priority Records and Loud Records. As well, she's the founder of Jackie O & Co a boutique public relations firm based in Atlanta. Over her illustrious career, beyond working with many music legends, she's worked projects for major brands in film, television, technology, and much more. 

In this discussion, Jackie shares immense insight from her amazing career and including sharing many tips for artists and others seeking publicity. 

As we venture into 2020, it’s only fitting to do so with an artist who’s always projected the future of Hip Hop, the legendary Kool Keith interviewed by Israel "IZ-REAL" Vasquetelle.

 

I suggest that the true measure of success for an artist in any genre of music is longevity. Some will be able to shock their way into the consciousness of social media for a fleeting moment with viral flukes. However, it's likely that spotlight will fade fast and the notoriety won't even live as a distant memory on the fringes of viewers' minds. Today, many consider that stint of attention success. In reality, it’s more than that; it's staying power--always being sought out by fans, even if those fans' numbers are minuscule in comparison to the view counts of spectacle artists on YouTube. What counts in a music career is what lasts--something worth remembering and cherishing, even if just by a small group of die-hards who carry the torch and continue to spread that fire decades into the future.

 

If civilization as we know it were to end, and I had a bit of advance notice to put aside just a handful of artists' albums for storage in an indestructible time capsule for whoever happens to emerge from the rubble to learn about the essence of this thing we call Hip Hop, it would clearly be a difficult task. There are so many artists to choose from, and of course, only a finite amount of space in any hypothetical time capsule. I would certainly have to include the obvious masters of the craft, including Grandmaster Flash and the Furious Five, Run DMC, Rakim, Public Enemy, et cetera. But really, what self-respecting Hip Hop head wouldn't include these names from the golden era? These acts gave the genre its edge, beats, scratches, flair, and the development it needed to reach the masses. However, others have pushed creativity in Hip Hop far; these are rappers' rappers. One such emcee, in particular, has propelled far enough to reach celestial bodies during his more than a third of a century in the industry, yet he's far from celebrated by the masses. For this reason, I would be negligent in curating a theoretical time-preservation container that fails to revel in his contributions. This is not just to give him his just due, but to enlighten those who haven't yet been tainted by the mediocrity that Hip Hop has become, and so that they may discover an utmost practitioner of an essential virtue from the genre's inception-- originality. Over the decades, this performer has taken it further and further, transcending the genre's sound without selling out the essence of the culture. To some, he's a superstar, to others, his name is not known. Beyond those who will discover his presence within the time capsule, I present to anyone aspiring to learn about what it takes to become a true one-of-a-kind, this enigma. He's an unsung legend whose career demands both acknowledgment and reflection from those inspired to delve into the essentials of what it means to be a Hip Hop original. An innovator and in a class all to himself, some know him as Kool Keith.

 

 

Since the mid-eighties, he's made music for love of the art. Through the golden era, the infancy the underground, and into the profliferation of the genre into pop culture's consciousness and beyond, he's maintained a dedication to the craft and has persevered. No matter the label or how off-beat the sound, music fans have continued to discover Keith Thornton throughout the decades. Whether old or young or those that didn't even know they were listening to Hip Hop, they have been captivated by the man of many aliases, one with immense creative energy and extraordinary genius.

 

 

Unlike most rappers who've taken on aliases derived from famous criminals, drug lords, dictators, and notorious gangsters in an attempt to raise their status and achieve fame through perceived association, Keith has effectively transformed into an alternating gallery of alter egos of odd, bizarre, out-of-this-world personas. His approach has gone well beyond the use of aliases, instead, for the prospective projects,  he's morphed into each of these well-defined and life-like characters.

 

 

What well-known performer in his right mind would change his identity to that of an obscure entity? This goes against any logical approach to branding, which dictates the importance of maintaining consistency. However, he's never appeared too concerned with giving anyone what they've expected. At the core, he's been a pure artist and entertainer. After the initial breakup of the '80s conceived Ultramagnetic MCs, Keith was involved with a string of projects with no major label affiliations, limited promotional efforts, and unlike the majority of rap releases from well-known artists, no slew of superstar guest appearances; yet, he was able to capture the imaginations of both true Hip Hop fans and at the time, those who wouldn't know DMC from DMX.  

 

What helped differentiate him from the masses of rappers was simply being different. From his rhyme delivery to his topics and themes, even his physical presentation was distinct. Some artists are so unique that they stand out in almost every environment. Keith fits the bill, whether taking the stage wearing a cape and donning a rubber wig, or throwing lunch bags packed with fruit juice and snacks to the audience, even those that expect the unexpected are generally taken by surprise by this underground icon. However, don't mistake the zany antics for mere shock value or gimmicky ploys, he's multidimensional. Keith has been mimicked by many and he's influenced even more in various genres. His voice has been sampled by electronica bands, he's toured with Platinum-selling rock bands, and his music has been used in major motion pictures. In many ways, he's provided a road map for rap artists to break free of the stereotypical and cover new ground.

 

Keith's abstract lyrics have lead listeners from the corridors of other galaxies through fantasies of  Hollywood life, and back to the hardcore streets of the genre's birth, the Bronx. Each project is like a welcome mat to Keith's world, a place where the plastic gets melted, the blunted get sobered, extraterrestrials are embraced, and wack emcees get served every time. Don't believe me, just take a listen to one of the most well-known artists in the genre. In his hit song "Monster" featuring Rihanna, Eminem referenced the legend of Kool Keith. Find your favorite rappers and ask who influenced them, then get those rappers' inspirations. Chances are, Keith is on those lists.  -Israel "IZ-REAL" Vasquetelle

Comedian, actor, and filmmaker, Rudy Ray Moore is a legend. This podcast is a 1996 interview that I had the pleasure of conducting with the legend himself. Despite his film persona, Moore was immensely conscientious and gracious. I've always cherished the opportunity I had to chat with him both on the air and off, and during a later meeting while he was promoting reissues of all his classic films for the home video market. Beyond his immense charm, I was greatly inspired by the entrepreneurial spirit that led him to beat all the odds. -Israel "IZ-REAL" Vasquetelle

 

In the 1970s, the trailblazing entertainer paved a one-of-a-kind path to reach the masses by self-releasing his own comedy albums. Years ahead of his time, the iconic performer went on to further break down decades-long barriers, this time in Hollywood, by producing and starring in his own films that took the urban scene by storm. On the big screen, his larger than life character, Dolemite, tackled injustice, and racism with unbelievable feats of action and humor.

 

Moore's persistence in delivering his brand of comedy to fans on stage, vinyl, and motion pictures is nothing short of inspirational. Decades before Spike Lee, Master P, and Tyler Perry, Moore's foray into both the record business and film industry as an entrepreneurial artist was groundbreaking. Initially, marketing and distributing his film throughout the country by making guest appearances on urban radio during the day to promote showings in theaters at night,  he continued that success by releasing a slew of movies that went on to infiltrate pop culture. In the '90s, after being sampled on countless records, he became a Hip Hop icon in his own right. During the 90s, his films went on to be referenced and used on other major motion pictures, including the Reginald Hudlin directed "Great White Hype" film starring Sam Jackson, Jamie Foxx and Jeff Goldblum, which further bolstered his legacy.  Although the groundbreaking performer and auteur passed away in 2008, his impact continues to be celebrated. More recently, with a new Netflix film “Dolemite is My Name" starring Eddie Murphy as Moore. The movie enjoyed a short-run theatrical release as a promotional launch on the streaming platform and is currently garnering rave reviews.

 

 

On this episode of Insomniac Magazine's "Sounds From The Underground" podcast, Hip Hop vet Mr. P Chill shares in-depth insight into booking shows and tours as an independent artist. The Sacramento, CA emcee and producer has been creating his own brand of classic era Hip Hop for over 20 years. He's toured the United States many times over and typically stays on the road performing for nearly ten months out of the year. Currently on his 14th album, over the years, Chill has recorded with golden era artists in the genre, including Spyder D, Percee P, The Great Peso of the Fearless Four, and others. Additionally, his music has been played on the radio nationally, including on Chuck D's "Songs That Mean Something" radio show.

As Chill was about to embark on his "Spaces and Places" tour, he took time to provide some deep knowledge from his many years of securing shows as an independent Hip Hop artist with podcast host Israel Vasquetelle. He also shares his picks for quality Hip Hop classics to dig into.

The Griselda camp has built a significant brand for their movement and key members over the past few years. Regular visitors to InsomniacMagazine.com have been seeing the name dominating our top ten lists beginning at the start of 2015. Since those days, label head Westside Gunn, Conway the Machine and Benny The Butcher have become mainstays throughout the Hip Hop mediascape. Milestones included the label inking a deal with Eminem’s Shady Records and, more recently, solidifying a management deal with Jay Z’s RocNation. On this episode of Insomniac Magazine's "Sounds from the Underground" podcast, IZ-REAL sits poolside on a warm Florida evening with Benny The Butcher to discuss Hip Hop, branding and the Buffalo emcee's steady rise in the music industry. With the flow of a light breeze and clanking of Benny's truck jewelry swaying as he speaks, The Butcher shares his perspective into the Griselda wave and his ever-expanding footprint within the Hip Hop universe.

In this in-depth interview with Insomniac Magazine's Israel Vasquetelle, Schoolly D discusses his storied career, an upcoming album, and insight into a lifetime of uncompromised creativity that shows no sign of slowing down. There's no shortage of reasons why Schoolly D is a trailblazer. Off the top, he is indeed the undisputed creator of gangster rap. He is a rapper's rapper; influencing iconic rappers who've gone on to influence generations of rappers. He was an entrepreneur before it was cool for rappers to be businessmen. During the '80s, he was embraced by fans abroad and began to tour globally and perform with giants of punk such as The Clash. His music has been sampled a multitude of times in many genres. In the early '90s, he was recruited by acclaimed director Abel Ferrara to provide music for his films, including cult classics "King of New York" starring Christopher Walken and Laurence Fishburne and "Bad Lieutenant" starring Harvey Keitel. He also composed for Ferrara's "The Blackout" featuring Hollywood legend Dennis Hopper. For three decades, his music has continued to be licensed for film, including 2018's "White Boy Rick." He created the intro track for the hit cartoon series, Alpha Teen Hunger Force, which boasts an astonishing eleven seasons on the air. As a graphic artist, he created a one-of-a-kind visual brand with his distinctive line-art depictions of himself. As a musical force, he built a legacy that is unrivaled. He remains an irreverent and enigmatic figure, years after his genre-defining timeless and minimalistic masterpieces "Gucci-Time," "P.S.K." and "Saturday Night." 

On this episode of the podcast, we challenge Hip Hop artists to elevate their craft in a variety of ways, including drawing inspiration from some of the genre's pioneers.

Insomniac Magazine's Israel Vasquetelle interviews Ruffhouse Records co-founder, Chris Schwartz. The record exec shares stories from his time working some of Hip Hop’s most iconic artists. Schwartz played a significant role in the careers of Kriss Kross, Cypress Hill, Wyclef, Pras, and the amazing Lauryn Hill. His company released records by Kool Keith, Benie Sigel, DMX, John Forte, The Goats, Tim Dog, and countless others. Ruffhouse created huge success with globally acclaimed albums such as "The Score” by The Fugees and "The Miseducation of Lauryn Hill” among others. In all, his company is responsible for the sale of over 120 millions records globally. His roots in the genre stem back to the 1980's when he managed Hip Hop phenom Schoolly D. Schwartz discusses the release of his new must read book "Ruffhouse: From the Streets of Philly to the Top of the '90s Hip Hop Charts." Sit back and get ready to take a deep dive into the Hip Hop history on this discussion with music industry executive Chris Schwartz.