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I’ve been an obnoxious listener since ‘84 and I now have a chance to introduce quality music to ya’ll. For my first interview, I’m honored to take you behind the scenes of an unsigned artist from Los Angeles, CA. Ameish represents quality Hip-Hop music down to the T, and he’s bringing a unique, obnoxious sound to the world. Check out his first music video called Save Ourselves and you’ll see why I’m so anxious for his 1st EP to drop. According to Ameish, the video was a collaborative effort from four parties. The directors are from the crew Secret History. Secret History’s credits include classic videos from two of my favorite Hip-Hop artists - The Grouch (Artsy) and Paris (Don’t Stop the Movement). The producers of the video are Bucks Boys Productions who worked on Kanye West’s “Flashing Lights” video. The director of photography is from the ReelRoots crew, and Digital Gypsy provided the rest of the production. It’s a dope concept all around and before sitting down for this interview, Ameish and I talked about the meaning behind the Save Ourselves video. Inspired by actual people and events who have had a dramatic impact on his life, the video paints a vivid celebratory portrait of the human experience and the struggle to persevere. From the Caribbean, to West Africa, and the Middle East, the video goes in and out of the world of the photographs of the gallery where Ameish spits his verses. Also, let’s not forget about the catchy hook performed by Jesse Nolan of The Cheat (also out of Los Angeles, CA).
Himanshu: You’re currently working on the launch of your first EP, but you are not new to Hip-Hop music. Tell me about some of the other projects you were involved with and specifically how those experiences have prepared or helped you with your current endeavors?
Ameish: I used to rhyme with a crew of MC’s, and have recorded many tracks prior to this and performed at local venues and honed my craft. All of the past effort laid the foundation for me to have the ability and discipline to finish a solo EP. By rhyming on a whole bunch of different beats prior, and integrating my eclectic musical influences, I was able to develop my own unique style that I’m trying to bring to this project and create quality music as a complete artist.
H: It seems like you’ve always taken the independent approach to your music, but can you provide some insight into this approach and how you’ve learned how to navigate through the constantly evolving music business? Do you have your own management team that handles the administrative and legal aspects of the business? What kind of resources are available for other independent artists that want to understand how this all works?
A: Starting independent gives you the ability to create your own angle and vision as you enter the music scene. Since music is expression, it gives you the freedom to carve out your own niche. As the music business evolves, you have to adapt and anticipate where it’s going. It’s important for independent artists to be actively involved in all the administrative and legal aspects and understand all angles of the business. Knowledge is power, and its important to make educated decisions choosing representation, and the best option is to get educated on the subject yourself.
H: It’s amazing to see how new media and social technologies have changed the current music distribution model and how artists are able to interact with their fans. You seem to have a solid online presence (MySpace, Twitter, Vimeo, YouTube) and are leveraging these tools to spread your music. Can you talk a bit about the importance of these services for you and how specifically you plan to utilize them going forward?
A: All these online services are really important for an independent and even mainstream artists now. It creates a direct connection to the listener and creates an inexpensive, fast, way for your music to get heard. Word of mouth is the best form of advertising and generates more repeated listening. I plan to maintain my presence on these sites and also link with new online tools to get the message across.
H: You’re currently unsigned, but I assume you’ve done your diligence and are out meeting with industry folks. Tell me a bit about the options available to unsigned artists and the benefits of each path? At Obnoxious Listeners, we’ve featured artists and crews that are signed to a major label, signed to an independent label or are still unsigned. We’re also starting to see artists like Madonna, Snoop Dogg, Jay-Z, U2 and others sign “360 Deals” with Live Nation, MTV, etc. What are your opinions on these options and how does this relate to your future as an artist?
A: Yea, we’ve been having meetings with different industry folk and examining the offers and avenues presented but we’re waiting on the right situation. As an artist you have to try to retain the most control of your music that you can. Going the independent route first does allow you to create your own angle and once the buzz is behind you, a major label can then pick up on it, but won’t try to change the essence of your music and message.
H: What specific equipment are you currently using to record your music? Paint us a visual of your recording environment.
A: Being part of the production team called Mosaic Music Group, our rig consists of a Apple Mac Pro Quad Core, a Yamaha Motif, a Universal Audio Mic-Pre/ Compressor (LA-610), an Apogee Ensemble, Neumann Microphone, and Logic Pro 8 recording software amongst other things. We bring an organic feel to the music because a lot of the music and drums are played live.
H: We consider ourselves to be “Obnoxious Listeners” because we’re obsessive about finding quality music and “Save Ourselves” represents the type of quality music that transcends cultural identifications. You said it best: “I’m not trying to be the biggest South Asian artist. I’m trying to be a quality artist that so happens to be South Asian.” (from SepiaMutiny.com) With that said, what does “quality music” mean to you? And why do you consider yourself to be an “obnoxious listener”?
A: Quality music to me is making someone else really feel a connection to your music whether through a great beat or message or whatever else it means to someone. It depends on mood or time, but as long as there is genuine 100% passion and attention to detail in the creation of the music, then the quality will always show through.
I think I’d qualify as an “obnoxious listener.” I’ve never been satisfied with the watered down music that drips down from commercial radio and moves with the latest trend, although that is getting better with the variety of internet radio stations. I was raised on all types of music, vibing with Jazz or Trip-hop and anything else that sounds great and moves me. Genres are blending together in my mind until it is just quality music or not. And these influences and openness allow me to take chances in my own music and create music that one might not ordinarily rap on.
I want to thank “obnoxious listeners” for the interview. You guys definitely know what’s up. To connect with me more, go to www.Ameish.com. Stay “obnoxious” and Jah Bless ya’ll.
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