Here's a version of my interview with Rawkus Records (Mos Def, Talib Kweli, Common, Company Flow, Lyricist Lounge), new signings Kidz In The Hall. A version of this article appeared in London Metro yesterday, though it's actually quite different to what's posted here. I'll leave you to draw your own conclusions on that... Nevertheless, there's no denying it's good to be hearing some US hip hop that's accessible, yet not gangsta, misogynistic and has a positive message. About time too. What with Kanye West, Rhymefest, Lupe Fiasco, KITH, Consequence, hell even Ice Cube's calling out gangsta, jiggy, bling hip hop, new school conscious hip hop's time is almost upon us.
KIDZ IN THE HALL
Kidz In The Hall, rapper Naledge and DJ/producer Double O, don’t boast the usual credentials of recent hip-hop superstars. Rather than build credibility around street life, dealing drugs and dodging death, Naledge (23) and Double O (26) take pride in their Ivy League education at University of Pennsylvania (the title of their debut LP’s School Was My Hustle), where they met.
KITH face the immense challenge of restoring revered independent hip hop label Rawkus to its position as the definitive imprint for accessible progressive, rap with a conscience. It’s a tough ask considering Rawkus made its name in the mid-late 1990s through breaking Mos Def, Talib Kweli, Common and Company Flow, while becoming a symbol of resistance against the growing tide of gangster rap.
How does it feel to be bringing back, arguably, the greatest independent hip-hop imprint of all time? ‘We feel honoured but we’re also anxious,’ says Naledge. ‘We have talent, the music and ability to do that and we’re coming with something fresh: our movement is something that kids who admire Rawkus acts from before can latch on to.’
School Was… continues the Rawkus tradition of feelgood rap built around the classic boom bap template of glorious soul hooks and beat up funk combined with no nonsense rhymes. Positive messages are finely nuanced, rather than force-fed, and School Was… passes the ultimate test of offering something new on each listen.
It also clearly references the early 1990s’ bright jazzy hip-hop sound that preceded and hugely influenced Rawkus. Did KITH deliberately try to connect with - and evoke - that era and movement? ‘We grew up on that sound but I don’t think we purposely had a mindset to create something from the 1990s it just happened that way,’ explains Naledge. ‘Good things come together when you’re being creative and it’s possible to channel that energy subconsciously because we’ve always felt that era and music.’
‘We always wanted to have the same type of impact as Gang Starr, A Tribe Called Quest, De La Soul, Pete Rock & CL Smooth,’ continues Naledge. ‘We are the step sons of that era but we’re also from the Jay Z era and it’s mashed in together - there’s an arrogance and a bravado but also a humble, everyday aspect to our sound.’
Just as a decade ago, Rawkus is bringing balance back to mainstream hip hop and representing perspectives beyond thug life or lifestyles focussed on partying, grillz, girls, and the size of your rims. ‘In hip hop the convention is the extreme, meaning the extremely poor or extremely rich can rap and no-one’s talking about the middle ground and what happens in everyday life,’ concurs Naledge. ‘There are nuances in everyday life that can tell a great story, without you shooting somebody or fucking hos or drinking champagne.’
‘It doesn’t have to be in every song and it doesn’t happen everyday,’ continues Naledge. ‘If you ask nine out of ten people they don’t hug the block, shoot the Glock, drink Cristal or wear Versace – they’re taking the bus to work, on their lunch break wish they could switch jobs and are dealing with their children.’
There’s a real sense that the KITH emergence, Rawkus’s return, and the rise of conscious hip hop artists such as Kanye West, Common, Lupe Fiasco and Rhymefest, that nihilism and materialism-obsessed rap’s dominance of mainstream hip hop is being challenged. Is it coincidence that all of these artists (bar KITH’s Double O) hail from Chicago?
‘Definitely - I believe the music people make is a product of their environment and Chicago is a very blue-collar city, but very urban too,’ explains Naledge. ‘So there’s a twist - Black Chicago is detached from the corporate world downtown and Black Chicago gives you the ‘hood and gangster element.’
‘But the city’s also very rooted in religion: both Rhymefest and Lupe are Islamic, and Kanye talks about Jesus because he went to church and worshipped a higher power,’ continues Naledge. ‘There’s a sense of community and being a real citizen - Black Chicago is very much a neighbourhood based on community but at the same time it’s inner city.’
Naledge admits that his parents, who both have PHDs and work in education, inspired and motivated the 23 year old to achieve his goals. What do they think of Naledge’s chosen career path and music?
‘They love my music and are very supportive because I represent myself in my music, so they don’t hear me trying to be something I’m not,’ explains Naledge. ’They hear me trying to inspire my generation and realise I’m doing something very special.’
‘In this day and age I’m the voice of my generation, a generation who don’t read books, listen to teachers or preachers as much as they listen to music,’ concludes Naledge. ‘Rap is the main voice of the youth and they realise I’m taking the role of leader and stepping forward.’
Kidz In The Hall’s School Was My Hustle is out now
