hip-hop

CHRISTIAN HIP-HOP ARTIST RHYAN LAMARR RELEASES 'RELIEF'....

unnamed-6.jpg

Christian hip-hop artist Rhyan LaMarr has released the new single, ‘Relief’.

"RELIEF" was written by Rhyan LaMarr and produced by Mod G.Jack Red & Rhyan LaMarr. The inspirational Hip-hop single features Rhyan LaMarr alongside CanonJohn Giveznobigdyl.Kris NoelByron Juaneand Jack Red and is lifted from Rhyan's upcoming debut album, "Red Guerrilla Entertainment Presents

Rhyan Lamarr's: aPERFECTmess (Volume1)", is available now on all streaming platforms, via the Empire/RMG Amplify label imprint.

The powerful "RELIEF" music video was directed and conceptualized by Rhyan LaMarr.

The "Relief" visuals just made its world premiere on BET Jams this past weekend and is coming following the critically-acclaimed recently released and (in-real-time) music video for "Fight Another Day".

"RELIEF was inspired by the message of testifying through transparency," mentions Rhyan. "Together these artists each bring their challenges to light, lifting each other up. Humbly, they profess Jesus Christ as their one true RELIEF and cure during their darkest of times," he adds.

Rhyan shares, "When shooting this video, all we wanted to do was join forces and bring light to this powerful message, but never in a million years, did we think that a week after shooting the video in Los Angeles, that the nation and the world be "sheltered in place", due to a pandemic. And to think that this song was created after the album was already completed, is an extra enforcement in the message of the song... all of us uniting as one."

The Chicago native, readies the release of his debut musical project, "Red Guerrilla Entertainment PresentsRhyan LaMarr's: aPERFECTmess (Volume1)". The inspirational and thought-provoking album features appearances by Charlamagne the GodSway, Jonathan McreynoldsTwistaSocial Club MisfitsDon BenjaminCanon1K PhewDestorm PowerDa Brat and more.

Look for more info on this release here at U.G. Digital Magazine in the coming weeks!

unnamed-8.jpg


ABOUT RHYAN LAMARR

A true renaissance man. That’s what Rhyan LaMarr proves with the release of his debut musical project, aPERFECTmess. The Chicago-based artist taps into his first love of music to tell his life story through 20 tracks bringing together a list of who’s who in the industry. A cross between DJ Khaled-esque curation and Quincy Jones-like craftsmanship, the album unites voices from across genres and regions, including skits from radio personalities Sway and Charlamagne Tha Godto tell LaMarr’s story of hope and perseverance. aPERFECTmess holds dual meaning to describe the mashup nature of the music and LaMarr’s personal journey enduring homelessness on his way toward establishing himself as a reputable filmmaker.

Lead single “Stayed Down” enlists 1K PhewSocial Club MisfitsJack RedMico Wave and Chi-Town legend Twista for an epic posse cut. “The Remedy” brings listeners a reflective note with Jonathan Mcreynolds and Jack Red as LaMarr expresses gratitude for the light he found when he was at his darkest point.

It took me my whole life to make one album, but this album is my whole life,” he shares of aPERFECTmess.

Canal Street the film was released in 2019 and was LaMarr’s big break as a producer/director/screenwriter that gave him confidence to continue pursuing his artistry. It allowed him to travel across the country to share his story and build his own entertainment production company Red Guerilla Entertainment with fellow business partner Bishop Eric D. Garnes. After doing projects with late comedian Bernie Mac, Grammy-winning musician Common and Academy Award-winner George Clooney. He’s come a long way from having nothing but a pen and notepad.

LaMarr isn’t reinventing the wheel by combining his love of music and film. He’s following in the footsteps of Kanye WestPharrellJohn Legend and 50 Cent by taking ownership of his craft and putting in his own spin of positivity.

INTERVIEW: Renn Tyler: Beautiful Chaos

PHOTO:

PHOTO:

As we work diligently at reintroducing ourselves into the media world, I spend a lot of time critiquing artists, and determining who I would like to feature within our pages. It’s not always an easy decision. Obviously, the industry is flooded with artists, and we have to be sure any artist being considered fits the concept of our pages, and just that it makes sense. In my recent search, I came across Renn Tyler, and I’m beyond impressed. Renn certainly has what it takes to make it in this industry, and it becomes ever-so-clear at the first listen of her music. By look, she’s not what you would necessarily expect, which h is more reason why you should never judge a book by the cover. Sure, we hear that all the time, but there’s much truth to the idea. You would miss out on an amazing artist here if you took the initial look and ran with it in terms of her capability. No question, she’s beautiful by all standards, yet, she doesn’t have the “typical” hip-hop look. She’s authentic in every sense of the word, and you would be doing yourself a disservice by not giving her a listen. So we had the opportunity to catch up with her, and it’s awesome that we were able to get an interview completed. She’s perfect for our rebranding and relaunch, and I’m excited to have connected with her. We’re also her first interview, which is amazing in itself. Check out the feature below, and be sure to give her a listen. We have an artist page for her here at U.G. Digital as well, so you can definitely hit that page up and listen freely to her music. 

U.G. Digital: First and foremost, I want to thank you. It’s huge, first of all, to connect with you. I think you really have something big, especially with the single “Nada”. I liked it immediately. I don’t say that about many today, and I’m in this place where I’m not necessarily the biggest fan anymore. Honestly, I’m stuck in the 90s and early 00s. I drive uber as a side hustle, and many of my passengers marvel at the music I play because it’s often more than 20 years old. It’s a little refreshing that you’ve come along, and have something that I’m eager to play. You sound authentic, and I believe it’s a good look. We’re in a bit of a reinvention stage, even though we’re seven years in, and you’re that perfect look for us. I appreciate that so much.

Renn Tyler: Yes, thank you as well. 

U.G. Digital: So the first thing I want you to do is tell everyone who you are?

Renn Tyler: I am Renn Tyler. I’m a rapper and an artist in so many different areas. I like to dabble in all sorts of things, so whatever I’m into at the moment, I just get it done. I’ve always been unapologetically myself. That’s kinda like my mission. We’re all so unique and powerful on our own. People spend so much time trying to define themselves, and I want to encourage people to do that. 

U. G. Digital: I like what you said. You said you were “unapologetically yourself”. What fans want is somebody that puts out the music they love of course, but more importantly someone they can relate to, whose life resembles theirs, and so on. They have the same ideals, or same principles. In the last few months, I’ve been in this place where it’s like “F” everybody, I’m unapologetically me, and whoever doesn’t like it, whatever. That resonates with people. 

Renn Tyler: Right. 

U.G. Digital: You were a poet before. What took you to rap?

Renn Tyler: I’ve always been a fan. It’s always been there, but I never believed in myself as far as being that artist. I just remember going to a spoken word event, and being completely awe-struck over the spoken word and the ability to communicate through story-telling and put it to a beat. What pushed me over to rap was meeting James and Darren. It was like a snowball effect. 

U.G. Digital: I think I’ve been a huge fan  rap, R&B, soul, rock, alternative, and just a lot of different music for my entire lite. Rap was where it started for me though. I’ve also been into the diversity of hip-hop and the fact that everyone who raps is not black. There’s always this idea of somebody being a culture vulture when visibly they’re not really a part of the culture or when they’re not black, but I really look more at how organic it is though. I would imagine, though, that people judge you just by the look, without even hearing you. What has been the feedback that you get as you go out and you’re introduced to people as a rapper? Do you get the side eyes?

Renn Tyler: Yea, I think it’s still foreign for me to call myself a rapper, and I’m hesitant for that reason. In the end, that is what I’m doing though. I haven’t gotten any crazy looks though. Nothing has been too disheartening. Mostly its people who have heard me or know me already. I’m kinda like a wild card, so no one is surprised that I’m doing it. 

U.G. Digital: As crazy as society can be, I think things are changing slowly. Everyone has their own experience, and many people grow up with rap now. 

Renn Tyler: Right. 

U.G. Digital: Talk about the material you’ve been putting together?

Renn Tyler: We have a couple other songs already recorded. I write everyday. I’m always writing, so there is so much material out there that’s all influenced by my life. I don’t think there’s anything written that is not an honest experience. 

U.G. Digital: I have such an appreciation for the artist that talks about a day job (laughing)

Renn Tyler: Yea, we gotta pay bills too [laughing]

U.G. Digital: Right, but it’s just cool to know that we’re all on the same page. I have many jobs, so I know the whole thing with it (laughing). 

Renn Tyler: Yea, for sure. 

U.G. Digital: I think it’s cool though. I love what you have put out. What do you feel you want to represent as an artist?

Renn Tyler: Like I said, just being unapologetically yourself, but I also want to encourage young women. It’s so hard to be a young girl in this society. I want girls to look at me and say that’s what I had when I was younger. I want to give back in that way. So being who I am, self expression, and communicating through storytelling. Being able to take that to the next level and make music is great. I’m communicating my experience which is therapeutic for me, but they take it in however they do and it becomes therapeutic for them. I love that exchange and it’s the power and importance of life. You’re not alone and other people have gone through what you’re going through. 

U.G. Digital: I love the poetic side of it. When you think of your Jill Scotts, and many others, this is something that’s definitely being done. What are your thoughts on hip hop and its current state when it comes to women? How can you help?

Renn Tyler: I think it’s going in a good direction and I’m excited. Everyone has their own brand and it feels natural. All these dope women are making the music they want, and they can be sexy when they want. I think it’s moving in a cool direction. 

U.G. Digital: That’s dope. I ask that because there’s so many women who are phenomenal, and they struggle so bad to work together. They’ve lost a lot of respect in the industry, and it seems like it’s moving backwards. 

Renn Tyler: I think we’re coming to that place of being organic and genuine. We used to want the larger than life artists, like Brittany Spears, but now we want to know the artist is just like us. Why do you ask? Do you think it’s going backwards?

U.G. Digital: What I think is the respect is gone. You have so many dope women, and they’re constantly at each others’ necks, for wthings that seem ridiculous. It’s changed a lot of the new dynamic that was forming for them in past years. I think you have the Queen Latifahs, and the Monie Loves, and so many other females in rap who have worked so hard to not only make it more inclusive of women, but to build the respect level for women, and you have women today who are so brash, rough, and unapologetic about it, and it’ ruining the work that was done.  I look at the stuff with Nicki and Cardi, and to me, there was no point in it. They have their own styles, and are both dope, but they’re killing the game with their nonsense and it overshadows the music, which truthfully is what fans really want. It makes people pay less attention to the woman herself, and look more at the unnecessary stuff. Like Missy Elliott has this new EP out which is super dope, and I feel like it’s totally being slept on. 

Renn Tyler: That’s so true. That speaks to the nature, like people want information so bad. They don’t respect it as much. I agree as far as the beefing too. Women are so powerful, and when they get together that power is insane. 

U.G. Digital: So what are your plans as far as releasing more material?

Renn Tyler: Yea, we have a remix that is being worked on right now, and I’m excited for that. Then I’ll take care of the music video. 

U.G. Digital: I’m excited for you. I dig that we are your first interview too. I also appreciate how prepared you are today. You sound like a complete natural at interviewing. I think its definitely your time. How can people keep up with you online?

Renn Tyler: On instagram, I’m at @bulletproofteeth. That’s normally what I’m on. I also do fashion design, and hand embroidery. 

U.G. Digital: I think it’s super dope. Thank you so much. Any final comments?

Renn Tyler: My single is out everywhere, buy it on iTunes and all online retailers, including Tidal, Spotify, and so forth. Make some Tik Tok videos to it. I would really appreciate that (laughing). 

[ARTIST FEATURE] BROOK BROVAZ - THE OVERSTANDING!

BB_Producers_with BROOKBROVAZ.jpg

Come along on the journey of Brook Brovaz, who after establishing themselves as super producers within the industry, and shifting over to the artists' side with the release of their new album, The Producer's Perspective. 

Check out their feature by clicking HERE!

DISCOVERY with CVSS HAMILTON [ @CvssOfficial ]

IMG_3409.JPG

Discovery has become quite a popular section here at U.G. Digital Magazine. One of the things we try to do is introduce you to hot new talent who blaze trails in the industry through their craft. This month and issue, we lead with Canadian hip-hop artist Cvss [pronounved Cass] Hamilton. Only a few projects in, he’s already building a strong name for himself through a mixtape and album that he’s released over the past year or so. Now, with a new album, and single in the forefront, he’s ready to take his brand to an even higher level. In our feature, we talk about his new single, “Bang”, with Karl Wolf, his new album to come, and the career he’s striving to build in this industry. 

 

Meet Cvss Hamilton!

 

U.G. Digital Mag: Your story is one of inspiration for a lot of people who follow. You’ve dealt with the triggers and blows of life in terms of being in trouble, and living the street life. What took you in a different direction?

 

Cvss Hmilton: I always had music, but the thing that pushed me to get away from the streets was the birth of my daughter. 

 

U.G. Digital Mag: That’s what up. That’s real to so many people when they want to have something better for their kids. 

 

Cvss Hmilton: Right. I’ve seen it so many times with friends of mine. They either get shot or are in prison, and then their kids don’t have a father. 

 

U.G. Digital Mag: Now realistically, this is a business that takes time when it comes to cultivating your craft and building a proper presence. Money usually doesn’t roll in immediately. Now having a daughter and obviously needing a steady flow of income, what motivated you to continue as you got started?

 

Cvss Hamilton: I was always more than an artist. I did a lot in the background, from design to doing my own mixtape covers. Once I established myself, I used my own name to get business. I was generating income through it all. 

 

U.G. Digital Mag: Let’s talk influences. Who were the artists who really inspired you to pursue this?

 

Cvss Hamilton: Growing up, definitely Pac, Biggie, Jay-Z, Eminem, Royce Da 5’9”, Ludacris, Jeezy, and Jadakiss. All those guys were big influences for me. Even recently, I have to give a shout out to Kevin Gates. He has really influenced me a lot. A lot of his songs, I relate to. If I had to decide to do a feature with someone, that’s who it would be. 

 

U.G. Digital Mag: Who were the people in your ear in real life, who influenced and inspired you to turn the page for a better life?

 

Cvss Hamilton: I would say people that I bumped into in the streets because for a while I wasn’t really putting out music. Once I started doing music, people would recognize me out in the streets. They would stop me and say “hey, you’re that guy, keep doing it”. Others weren’t always my biggest influence. They were into the streets too, and would say things more like don’t waste your time. I was really doing it for me, so I didn’t pay much attention to people’s negative opinions. 

 

IMG_3324.JPG

U.G. Digital Mag: You’re dropping “Bang”, your collaboration with Karl Wolf, in just a couple days. Talk to me about that single and the direction you went for?

 

Cvss Hmilton: So, I was invited to do the Canadian Urban Television Awards this year, and I was still fairly new. I had just dropped the album “Selfish Ways” and it was kinda popping. I was at the rehearsal, and Karl Wolf was doing some a capella work. I walked over and started beat-boxing, and we started talking. Kardinal Offishall was supposed to be with him, but couldn’t make it. He asked if I could freestyle for him when he performed, and while I thought about it, I didn’t really feel I was prepared for it. I did it anyway, and we established a connection. I hit him up with a beat and some ideas, and was hoping it would make for something a little different to help build a presence. I want to touch a different type of audience and show versatility. 

 

U.G. Digital Mag: The collaboration is definitely dope. How does it feel to be getting so much love and respect for your craft and the way you do things musically? You have to be in a good place with that, right?

 

Cvss Hmilton: It’s a good feeling. I’ve always been humble about it. I try to stay that way. I love progress in anything, be it music or anything else. I love good music. Anything with progress is wonderful. How can it be denied?

 

U.G. Digital Mag: What can we look for in a full length project for you?

 

Cvss Hmilton: I was introducing myself with “Selfish Ways”. This time around, I want to make people dance. I’m trying to focus on radio distribution, and things that can play in the club. I want more energy, and want to keep people moving. I want to show I have more style. 

 

U.G. Digital Mag: That’s dope. I love to see when artists are truly having a good time. Ultimately, it makes for better music. It’s all about escaping from the everyday madness of life that you may experience. People can appreciate that from you. It’ll be a dope turnout and people will surely see that versatility. 

 

Cvss Hmilton: I can’t wait. 

 

U.G. Digital Mag: Talk about your goals as an artist? How do you contribute something lasting to this industry that helps the next artist coming in?

 

Cvss Hmilton: That’s pretty much the plan. More artists should be that way. Once I have the power and can help, I want to build a team. It’s not about being the best. I just want to do what I love and be happy doing it. I want to have a good team, and want them to work the same way. Having the power to be that guy that everyone respects, and being humble to let others in is what I’m trying to do. 

 

U.G. Digital Mag: Where can everyone find you online?

 

Cvss Hmilton: They can find me at www.cvssmusic.com. You can find the social media links, mixtapes and albums there. My videos are there as well.

 

U.G. Digital Mag: Do you have any final comments?

 

Cvss Hmilton: I just want to give a shout out to everyone watching my progress. I really appreciate it. I’m going to keep doing what I’m doing. I’m loving it.

[FEATURE] ART YOU CAN HEAR with @A5KEM

It’s always wonderful to reconnect with artists and individuals who we cover with U.G. Digital Magazine. Many will remember that we first connected with A5kem nearly two years back for one of our many issues. Arguably, he’s one of the most artistic people you’ll find , titling his brand an legacy ‘Art You Can Hear”. Over the years, he’s created amazing artwork of some of urban music’s largest figures, and that work as been recognized all around the world by many of those artists.

 

We’ve reconnected with him to get a much-needed update on his journey, and where his work has taken him since we last spoke. 

 

U.G. Digital Mag: First of all, I have to really thank you for this opportunity. You were so instrumental in our early success as a publication. I've always wanted to give light and shine to individuals like yourself, and your willingness to participate in one of our early issues was so appreciated. Thank you for this time around as well. I have so much respect for you and what you're doing. I understand how big this is for you, and at the same time, it's just your everyday life. I love how your artwork really depicts the artists in the way we know then, but i sort of feel like it also defines them in a totally new way. Talk to me about what's in your mind when you create?

 

A5kem: I love to create images that resonate with the target audience. Like a song, I aim to allow each image to speak to the individual and invoke memories and emotions. Through this imagery that I entitle 'Art You Can Hear' I aim to have each image take you on a journey, to relive that first moment when you heard a particular song or artist. I think this is important as I create a relationship between the individual viewer and each image. Art is really about the experience and what it gives to you both visually and mentally, but without the pretentious 'art speak' that so much art has as an almost ball and chain around it. I think that if art is presented in that way it can very intimidating for the audience and potential buyers. 

 

U.G. Digital Mag: What gives you the passion to create? Do you go through periods where you've kind of had it and you put it down for a while? If so, what brings you back to that mood of creativity?

 

A5kem: Well, I began my artistic career as a surrealist, painting dark images that came from deep within my soul. This form of art caused me to pack up tools and walk away for a year or so. I just felt as though the work had become almost like a form of therapy and each canvas was a record of my poor mental state. I returned to art with a completely different perspective and mission and that was to chronicle my lifelong love of Hip Hop. Hip Hop really is my inspiration, from the unique and powerful story telling and socially conscious lyrics of the golden era to today's interpretation. Hip Hop always enables me to find inspiration and opens the door for creativity.

 

U.G. Digital Mag: What's happening in your mind while you're creating? What thoughts are flowing in reference to that particular artist?

 

A5kem: Typically I try to find a hook that associates the artist with something that relates to their character, for an example I did a Kanye West piece where I had many hidden faces within the main portrait and references to Da Vinci's Vitruvian Man. I think this reflects the spectrum of Kanye's personality and creativity. My thoughts are to always challenge the audience with what I create, to create something that is truly iconic and unique from any other artist’s work, again 'Art You Can Hear'.

 

U.G. Digital Mag: You've gained so much more acclaim in the past year and I think it's amazing. Speaking from the mind of creativity, I absolutely love the entertainment industry, and it excites me when I interview someone and they love it. There so much bad media, and people who are vindictive when writing about pop and urban culture, so I love when people see my true intentions. How do you feel to see people like Chuck D on a plane posting about you, or any other artist for that matter who has given you praise?

 

A5kem: For me having artists such as Chuck D provide validation and interest in my work is what makes it all worthwhile, these are artists which inspire me and through they’re craft have allowed me to grow not only as an artist but as an individual. It is something that really gels well with my ethos and vision for the work as ultimately I am recording their craft so the relationship is essential to be a two way thing built on mutual respect and love for each other’s work.

 

U.G. Digital Mag: How has business been for you now that more people know of you?

 

A5kem: Art is always a challenge and there are so many preconceived ideas of what or how art should be presented and defined and with the presence of social media it is an even bigger challenge for artists, however I have been fortunate to cultivate a good following and have built many contacts within Hip-Hop itself that it has allowed me to have art as my day job.

 

U.G. Digital Mag: Where do you see things heading in the future in terms of artistry, and the subjects you want to depict moving forward?

 

A5kem: Currently I am working on a book with Chuck D and some fellow artists. This should appear at some point in the summer. I also plan to move stateside and bring ‘Art You Can Hear’ to America as it will allow greater opportunities to grow and diversify my work. I visualize creating an art foundation at some point where I can facilitate teaching art to young people and bringing art to urban America. 

 

U.G. Digital Mag: Without me going into heavy detail, I know you've experiences some of life's most tragic moments throughout your time doing this. I can only imagine how it has affected your creativity and will to move in at times. How have you gotten inspired to move forward?

 

A5kem: Well, I would say that the beginning of this year has been without doubt the most difficult period in my life and I have really struggled to find the inspiration and motivation to move forward. Ultimately, I provide a service and there is an expectation for me to deliver consistently to an audience that has been loyal to me. So really, I draw inspiration from those who like my work. If I can keep them interested and enjoying my work that is the greatest reward and allows one to heal as well.

 

U.G. Digital Mag: What things can we look out for in the near future?

 

A5kem: As I mentioned a move to the USA where I will then be more accessible to my audience and Indeed providing access to the birthplace of Hip-Hop itself. I am looking at creating a full service art agency providing ‘Art You Can Hear’ to the industry and beyond.

 

U.G. Digital Mag: Any final thoughts at all?

 

A5kem: Thank you to a woman that gave me everything in life and always encouraged me to pursue and succeed with a career in art. A woman who is irreplaceable. My mother. The journey continues. 

 
 

[ARTIST] DJ Mustard

Los Angeles native, DJ Mustard, is quickly becoming one of the most sought-after producers in the business. He has produced chart-topping hits for 2 Chainz ("I'm Different"), Young Jeezy ("R.I.P.") and Tyga ("Rack City"). Complex has also taken note, naming DJ Mustard one of their "25 New Producers To Watch Out For." While some have dubbed his signature sound as "ratchet," Mustard describes his beats as "undefinable." Says Mustard, "I just want people to hear my music and feel good; go to the club, dance, have fun, and get home safe…none of that gang-banging stuff." 

The New York Times has praised Mustard's sound, stating "it's made for some of the starkest and most vibrant hip-hop of the last year or two…booming and square, like well-sequenced jabs with no need for combinations." Mustard has not only been been inspired by his native L.A., but also looks up to producers such as Dr. Dre, Swizz Beatz, and Timbaland. He is currently working on YG's upcoming album, as well as singles for Ludacris and B.o.B.

 

MORE INFORMATION

www.djmustardonthebeat.com

 

[Music] Penny Shaw: The Art of Integrity

For all the interviews I do, there’s always an artists who sticks out like a sore thumb, and Penny Shaw stands strong in that bunch. I’m so proud, beyond words, to have the opportunity of presenting him to you and the ever-growing audience here at U.G. Digital Magazine. Much like we’re selective in regard to what we cover and present here, he’s an artist of the same nature. In an industry that has become saturated with nonsense, Shaw stands mightily on his own level. He’s taken the time to build a brand, not from what he’s been surrounded by, but what he, himself, wants to see from an artist. His brand is based on what he wants to represent, how he wants to be remembered, and ultimately, what he represents in life. As the title suggests, it’s all in the Art of Integrity.

 

Never is it about bashing anyone here, but I will be honest though. Integrity in this business is at an all-time low. There’s so many who conform based on what the rest of the crowd is doing, and it’s beyond refreshing to come across an artist who, although they want popularity, is not willing to budge against their own beliefs, style, and character to attain it. What also reigns clear, not only from this conversation, but just from looking at his journey is when you’re free and willing to be yourself, the popularity is inevitable. Penny Shaw is coasting at an all-time high, and as he puts it himself, he hasn’t even reached the pinnacle yet. Trust, it is coming though. It’s only a matter of time.

 

In our exclusive, we talk, not just about the simple stuff, but we really get into his mind about his journey thus far in the industry, and how Ill City Blues has put him on that level that so many aspire for. He talks openly about the work he’s putting in as an independent artist to build his brand, who inspired him from his own neighborhood of Queens, the unity he’s built among his team that is ultimately pushing him to the top, and so much more. I’m proud of this feature because among everything, Penny Shaw represents the type of artists that I as the publisher LOVE to present here. His artistry and character is what I envisioned in the artists that we would spotlight with U.G. Digital. Hopefully, you all love his story!

 

With that being said, I present to you: Penny Shaw: The Art of Integrity.

 

U.G. Digital Mag: Again, I appreciate you for your time. I love how different you are from everything else out today. I talk to a lot of people in general about the changes in hip-hop. I’m almost 40, and I never want to sound like my parents, but I feel like a lot of the direction hip-hop has gone, I struggle to get into it. The good thing is there are a number of people like yourself who are taking it back to the roots and the essence, if you will, and they really have something to talk about. I believe you’re one of those artists. How difficult is it for you to remain different, and be yourself, given the climate of music?

 

Penny Shaw: I appreciate you saying that. At one point, it was really frustrating for me. To take a step back, everything that’s on the radio that’s popular, it has a certain sound to it. The way rappers are flowing, it’s almost a copy of someone before them. I think maybe two years ago, it was frustrating. I questioned if I was taking the right path. It felt right, but it’s like everyone else is doing something different. I guess you just kinda navigate through life. With my last project, it was really about finding myself, going through a slump, and just getting through it. It helped to find myself. I’m so comfortable right now that it’s not even funny. I’m comfortable with what I do, and I understand a lot of people who are pushing the envelope and doing different things, it won’t be the most popular immediately, but in the long run people will look back at my catalog and understand that this kid is rapping about what his life is really like; the things that others are scared to talk about.

 

U.G. Digital Mag: I’m glad you touch on popularity. To me, what you have should be revered a bit more. You think of the artists like Kendrick Lamar, and I place you at that level. I think in the beginning, people weren’t necessarily leery, but they didn’t tap into Kendrick Lamar the way I thought they would have. Now, obviously, the world is behind him. I look at J. Cole, who I feel still doesn’t really get what due to him, but I feel like he’s one of the dopest out there. Does it bother you, knowing that it takes so long for people to catch on, or they sleep on what you have due to the differential content? You speak of being comfortable, but is there ever that part of you that wants to tailor your music to what people have grown accustomed to in hip-hop? Even relating it to our mag, there’s certain things that I’ll admit to watching, but you’ll never find that type of content in our pages because of what I feel like I want to offer the reader. It makes us suffer a bit in comparison to all the other digital mags, blogs, and such, but for me it’s the principle, and it’s non-negotiable for me.

 

Penny Shaw: That’s a loaded question in itself. A lot of it is somewhat perspective man, because I definitely agree. A lot of people around me, they say people really slept on me. Even when I do shows, people come up and ask if I’m signed, and I say I’m doing it all myself. That’s technically the reason why I incorporated the name Penny, because it’s often overlooked. I said OK. This is a lot of people where I come from, so I’m going to embrace this and speak for them people. It’s really perspective because if you take a Kendrick or J. Cole, they may not get the props I feel they deserve, but it’s perspective because J. Cole is doing a million with no features. His fan base it crazy. Kendrick Lamar with the Grammys, I mean, he has a couple classics. Some people are lucky if they even get one. I feel like longevity-wise, they will get theirs. I’m not too worried. I’m not going to say I want to be underground forever. I want people to hear my music. I’m not one of those guys who wants to sit underneath, but I’m not willing to do certain things just to get there.

 

U.G. Digital Mag: You also mention doing it all on your own. I look at artistry, and I feel like independence should be the goal. I know that’s backwards considering how most begin, but I do believe that. I look at the big picture, or grand scheme of it all. There’s a lot more money to be made, and a lot more respect to be gained. There’s a lot that goes into being independent obviously, and a lot of artists are not ready to put in that kind of work. Where do you sit in regard to that? Would you want to be anything aside from independent? Would you sign to a major label, or any label for that matter?

 

Penny Shaw: I always say I will never rule anything out of the equation. I was good at writing music, and making songs. I didn’t realize that for as long as it takes you to make you a song, you need to push it for just as long, if not longer, just for it to make it. Nobody will hear it otherwise. So myself, and one of the guys who also produced my project, he owns the studio that I record at. So it’s myself, him and this dude is a jack of all trades. He’s a producer, he does mixing, videography, and one of my other boys is into videography. So it’s really me and my peoples. We’re doing this, and they’re like “we’re going to make this work”. These guys are helping me. I would say independent artists, not even just making music but pushing yourself independently, it’s frustrating as hell. Sometimes it’s like, I don’t want to do this. I don’t want to email this person, or take care of these logistics. At the end of the day, if the right deal comes to me, then it’s really like, I’ve been paying for this, that, and the third. You need to be able to offer me better. I should not be able to do your job better than you.

 

U.G. Digital Mag: That’s perfect in that sense. Should the opportunity come along, you know immediately if they are trying to play you because you’ve already been doing it yourself, and doing it well I would add. With everything you’ve done already, you’ve built a massive amount of success alone. There’s not much they can offer you that you haven’t already provided for yourself.

 

Penny Shaw: Exactly. And it’s really just the dollar amount. That’s really it.

 

U.G. Digital Mag: I think the setup you have is perfect. You have a massive amount of success already, and it’s only going to get bigger.

 

Penny Shaw: Definitely. I’ve just been blessed. I don’t even think I’ve reached anywhere close to my potential, and I’m still being blessed with so many opportunities. Even artists that are “so-called” bigger or more popular, they don’t get some of the looks and opportunities. I’m just blessed that people look to me and my music for certain things.

 

U.G. Digital Mag: Obviously, you come from Queens, and there’s so many artists from there. You have L.L., you have Run DMC, and so many others man. Who were those artists that you listened to, and not so much emulated, but moreso who you looked up to? Who is or was doing it where you want to get to their level?

 

Penny Shaw: Queens has a long list of artists man. I would say I didn’t necessarily grow up to them, but I’m a student of the game so I went back to all the classics. Actually, they just put up Phife Dawg Way around my neighborhood, right where A Tribe Called Quest was from, so I had to go back and listen to them. They’re one of my favorite groups. Mobb Deep, but my biggest inspiration from Queens is Nas.

 

U.G. Digital Mag: Surely he’s one of the dopest out there man.

 

Penny Shaw: Yea, most definitely. It’s funny because usually you had to pick which one, between Jay-Z and Nas (laughing). It was like, I remember being more partial to Jay-Z. I don’t know if I even understood what he was saying. I think I just liked it at the time. As I grew up, and understanding more about Nas, I realized his poetic flow was so intricate. I would say he inspired me because of his career, ups and downs. He pushed the envelope, whether it was with the Damian Marley album, or the song with his pops, but he did a lot of things to push his creativity forward. I really respect that.

 

U.G. Digital Mag: I look at him and Jay-Z both. Jay has clearly been out there, but so has Nas. 1995 and 1996, it was my first year of college, and I can remember Nas had out Street Dreams, and If I Ruled the World with Lauryn Hill, and that was like the introduction to him for me. It made me go back because he definitely had hits before that moment. Even just until that point, that was 25 years ago. Like, he’s done so much, and inspired so many. It still sounds fresh, even when you listen to him now. He’s not dated, but he still sounds fresh. I would also lean more toward Nas, looking at how he has maintained through it all.

 

Penny Shaw: Listen man. 25 years. I heard that artists are lucky if they get to two major albums.

 

U.G. Digital Mag: Definitely, because tapping back to the independent side, there’s a lot that you know because of your independent status, and most artists have someone doing those things for them. So when it comes down to sales being low, or people not knowing what they’re doing, or the labels don’t stay behind them, it results in them falling off. Keeping it real, many don’t get past the first album. For the time you’ve been here, and looking at careers of artists like Nas and Jay, it says a lot to be here and have that longevity. It’s hard out here artistically, especially as an independent because you’re fronting the money before you get any money. It takes time to put it together, and promote it, and it’s not cheap.

 

Penny Shaw: Right. It takes money to make money.

 

U.G. Digital Mag: So where do you see things moving? You’ve had a number of projects out. You get a lot of accolades for Ill City Blues.

 

Penny Shaw: We put it out in March, and we kinda just let it run. Then August and September I was basically doing shows in the Northeast. We did a few shows in New York. We went up to Boston and opened for Ras Kass, and I was able to go to D.C. and do this huge music festival they have called the H Street Music Festival, which brings thousands out. During that time, we’re filming all these videos. We just launched the first video, Questions, a few days ago. We haven’t even started our run for Ill City Blues yet. It’s just the first of many visuals we’re putting out. This weekend, I’m actually having my own pop-up shop in New York because we’re launching some merchandise to further my brand a little bit. So at the end of the year, I’ll have my own pop-up shop in Harlem. We’ll launch the merchandise and I’ll do some performances. I just want to expand the brand a lot more and promote a lot of this music, and give people a different angle of viewing it as well.

 

U.G. Digital Mag: So for the pop-up shop, what’s your big picture?  I’ll precursor that by saying that there could be a lot I just don’t understand in it all. Do you see a profit from that, or do you expect to see a profit at all?

 

Penny Shaw: I guess it depends on where your shop is, what you’re selling, and your venue. I’ve seen cases where it costs tens of thousands to get it. I do a lot of other people’s events, and go to different cities, so once a year, I throw my own event and push our own brand the way we want to. For this, it’ll be a real intimate performance. For anyone who has come to my shows, I don’t just get up and do things the way you hear it on the CD. I switch it up. We’re doing it at art galleries. Some of the painters I’ve connected with, we’re putting their work up on the walls. Everyone I’ve had relationships with, and really it’s for the brand. I want to connect with people. Of course, you want to be profitable at the end of the day, but its one thing to be profitable for the moment, and another thing to think long-term.

 

U.G. Digital Mag: I would imagine this will affect things long-term.

 

Penny Shaw: Exactly. You may take a hit in the short-term, but you come out better in the long run. It’s about how you look at it and what you want.

 

U.G. Digital Mag: Again, I look at the love and respect you get. What’s next for the project?

 

Penny Shaw: We just dropped Questions. We’ll probably go into four more videos. We’re heavy into the visuals, and we’re really creative. Around the spring time, I want to do another batch of shows around the east coast, but perform the project in full for cities where I have a big supporting fan base.

 

U.G. Digital Mag: That’s like the dopest thing when an artist can come and perform every song from a project, especially when one song plays off the other and it’s like a story. Lately I’ve seen a lot of artists doing that. Notably, being based in Cleveland, Bone Thugs is from here, and lately they’ve been in that mode of basing their concerts off one entire album and performing each song from that project.

 

Penny Shaw: Definitely. I always tell people, everyone is different. I try to create moments. For the pop-up shop, I’ll do a special performance for that. I don’t want to do the same shows for people, so when I come back in the spring, it’ll be a different look. I just want people to come out and get their money’s worth, and get something different each time, and not expect the same thing.

 

U.G. Digital Mag: You sound like someone who enjoys crowd interaction and participation. Are you partial to smaller, more intimate sets like The House of Blues, or do you prefer the larger scale arenas?

 

Penny Shaw: I’ll be honest with you, it really doesn’t matter. I just realize performing is one of the best ways for me to connect with people. My visuals have been one of my strongest assets. I like to get out there and talk to people, take pictures, and have these memories.

 

U.G. Digital Mag: As far as touring, what type of line-up is set so far?

 

Penny Shaw: Right now, I’m focused on the Northeast. January 6 I’ll be in D.C., and as far as doing the project in full, I’ll start in New York, then New Jersey, and that whole Tri-State area.

 

U.G. Digital Mag: That’s cool knowing where your best places are to perform, but obviously, you’ll know that as an independent.

 

Penny Shaw: Definitely.

 

U.G. Digital Mag: In terms of final comments, you have a lot of people who read these because, they too, are artistic and want to do this for a living. What type of final comments do you have for them?

 

Penny Shaw: To anyone out there pursuing music, or anything, you have to keep going. There will be ups and downs. The frustrating moments are what take you to the next level. Push through it when it’s something you want to do. When I get frustrated, I know it’s just GOD testing me and preparing me. I’m not too much of a religious dude (I know I just sounded like it… laughing), but that’s really just how I think. As far as the project, I just want everyone to listen to it, and know that this is a project you can go back and listen to and pick up something new each time. It’s intricate and we put a lot of thought into it. If you don’t get it by listening, the visuals will help you. We just want to paint a full picture and give a full 360 video for us to connect.