yoshi

It’s not rare that a new artist feels they are going to bring back what hip hop needs. It’s repeated often by many. New artists on the grind and thirsty for attention always beg and plead for grieving hip hop. Like it’s crying out in agony and only a hungry artist can shield the wound.

We’ve heard it time and time again how all it will take is just one rap artist with his lyrical cap to fly in and save the day from destructive rhymes that soak the airwaves on a daily basis. But it is however rare that an artist is educated an knows his or her way around industry ‘wording’ and can very well hold their own in a meeting with the big wigs so-to-speak. Those business like qualities are found in newcomer artist RIZ.

By Tonisha Johnson

Within moments of conversation, Violator managed artist RIZ proved he is ready for the ‘game’. And a game is what that is in entertainment. It has been proven time and time again that people who don’t know their way around the lingo and lack the basic common knowledge needed to ascertain excellence… well, you’ll surely lose.

But RIZ maybe one of those artists that have the least worries in that category. His mindset leaves a lasting positive impression.

Riz, it’s true that the south has got hip hop on lock right now. How will your music bring the crown back to New York?

RIZ: To be honest I didn’t write that. I don’t think it’s the matter of the crown it’s the matter of bringing good music. It lacks creativity. The music is suffering. I think the south does what they do.

You already got 50 Cent backing your sounds. Are you worried about what the rest of the world might say about your style?

RIZ: No. I feel like no matter what artist that you hear, new or old, people automatically say that they sound like someone’s music is recycled. There is no originality used in this business. I’m not using 50s comments as a basis to my career.

Right now you’re just managed by Violator. But you’re not signed to them correct?

RIZ: It’s cool. The industry is getting cleaned up. They don’t know how to promote certain artists. I didn’t want to get caught up in that mix-up. You can be in the middle of signing a deal and no one is no longer there because the label changes. Once things get stable we will go back in.

Is it better for you to remain independent?

RIZ: I always think that when your independent… independent artists only do well when they had a following previously. As an independent artist you would lose because you have to create an identity. It’s better to go with the major and do the proper thing: marketing and promotion. Right now I’m really focused on a major label and international markets. There are other markets that indie labels can’t reach because they are too far. Indie labels only distribute in certain markets. You touch more people on a major because you got a bigger distribution.

But with a major label don’t you lose more in the deal?

RIZ: It all depends cause indie label deals are structured differently for every artist. The majority on indie companies don’t sell a lot of records. After 40,000 they see money. I’ve done my homework as to why everyone was going to independent. The only ones that do good have an audience. I’m using this as a foundation to set up to go to other ventures.

What ventures in particular?

RIZ: A clothing line called ‘Self-Made’. Hold your own and get paid. Do it yourself and believe in yourself and you’ll make it.

New artists would give their life for a chance to work with whom you’ve worked with. How did you get the opportunities to get down on collaborations with so many top artists?

RIZ: What’s so funny about me doing songs with other major artists is... I did those songs before I was signed to Violator. A lot of people come to him, my manager, for jewelry (Diamond District Entertainment) and they did the records with me. The only record I’ve done was with Lloyd Banks since signed to Violator.

DJ Envy says you’re going to be a ‘problem’ for the music industry. Why do you think he made that statement?

RIZ: Typically because he hosted my first mixtape. He just heard the potential. And he took that into consideration. How could a kid that nobodies working with make these sounds. I was being overlooked.

Let’s talk about what’s coming up for you. You’ve got The Re-Up Mixtape out right now… Anything else the world can expect?

RIZ: My next mixtape is do out the top of April; Self-Made City/Position of Power. The G-Unit Vice President is producing my album; Sha Money XL. It makes me feel good cause I was being overlooked in this city. We’re looking forward to it. Doing that to try to get a deal building up everything that we need to take to the label. I have a serious backing from Violator to G-Unit records. And all the people I’m involved with have good relationships. All we want to do is go to the label with everything situated. They look at what you’ve done and what you’re doing. They just want to pick the ball up that is already rolling.

Why do you think you were overlooked?

RIZ: I honestly think cause of my potential to be better than the artists that are already out. DJs started breaking artists cause they weren’t getting paid for artists out already. That has a lot to do with why I was being overlooked. Conflict of interest. They want you to pay too much. You have to grease palms. Too many people have got their hands out… this payola system.

Oh my God you said payola?

RIZ: Yeah. It’s limiting what you hear. They are shutting the talent out. It’s the same artists recycled… it’s not going to work. How I’m doing it… their artist ain’t doing it and they're not going to put something out there better than their artist.

So basically it’s all on who you know?

RIZ: This business starts off with who you know. What you know determines how long you last. Having to pay for this trying not to pay for that. This is grimier than being in the streets. I’m sitting on the outside looking in. I’m in the demographic that I’m marketing to. That’s why I know. They need the next generation. They don’t feel like change is necessary. They have to let the game evolve. They may not like where the game is going but… before all the mixtapes and myspace artists were blowing up.

People tend to think that MySpace is the ticket to attention; whether it is a record deal, modeling contract… whatever.

RIZ: Everything is about gimmicks. The game used to be cut and dry. You go make people come to your page. That whole thing is saturated. Everybody’s rapping. The mixtape scene is flooded.

Before you would have one or two mixtapes. Now its just mixtape after mixtape.

RIZ: You don’t give enough time between each project. It’s a mixtape and then an album. Not a mixtape and a mixtape etc etc. Most people go by names for beats. Just cause it’s Scotch Storch… that’s ridiculous. They are mislead. They just in it to get that quick money. That’s the upper hand that I got in this business and I see how it goes down. I’m observing it. I’m an artist and I’m a thinker as well. This game is for the opportunists and there is nothing but percentage in their eyes. It’s a business.

How can one prepare them selves for RIZ?

RIZ: Just be ready to just kick back and listen to good music. I’m not a rapper that made it already. I’m in the hood. I’m still dealing with the everyday. You can’t be in the same places as you used to. I don’t go to clubs now cause I don’t like the atmosphere. You got be strong. If you weak you ain’t going to make it.

Copyright © 2007 Gesica Magazine

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Mixtape Assassin

nice read.......props......

InfamousQBC

I Heard One Of His Joints It's Mad Simple It Sound Like Somethin' 50 Would Do

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Hakaroodi

sounds straight.. that Banks collabo joint is a banger straight up.. Go Hard Or Go Home.. lookin' forward to the future projects from Riz..

REIGN-MAN

Dat Nigga Got A Couple Of Bangers Wit The Game

yoshi

its not the same person that be wit the game

Cropped_Stunts

Thanks....