Local boys
Aug 20, 2008 |
Tassho Pearce (Emirc)
Don’t look now, but hip-hop in Hawai’i is in the midst of entering a new era of respectability on the local music scene.
Taking their skills from the cipher to the studio is nothing new for hip-hop artists on the rock. But never before have three top-flight emcees released albums of significance at the same time. This month features new album releases from three of the most recognized names in local hip-hop today: Tassho Pearce (Emirc), Kristofer Rojas (Creed Chameleon) and Jordan Salud (I.A.).
Collectively, Pearce, Rojas and Salud are ready to push the envelope of their genre’s relevancy to the forefront of local music, even if they have to do it one track at a time.
“I think it’s a good look for us. It’s a movement for Hawai’i hip-hop, three Hawai’i emcees, three different fan bases and three different styles. Now we just have to keep this momentum going,” said Salud.
Spearheading the movement is Pearce, a well-respected veteran lyricist referred to by many as the flag bearer of Hawai’i hip-hop.
Pearce’s album Opening Act, released last week, is a polished product that features platinum selling artists Evidence and Rakaa Iriscience from Dilated Peoples and production work by DJ heavy-hitters Q-bert and Babu.
On the grind for over a decade, Pearce is on the brink of establishing himself as the first nationally recognized hip-hop artist from the 808.
“It’s great. I remember when you had only one local hip-hop album released every three years,” said Pearce who also runs his successful Flip the Bird clothing line. “Now we got three dropping in one month. That shows how far we’ve come as a scene.”
Rojas’ sound may be categorized as “underground” or “conscious” but on his latest creation SIQ Of Lazy the emcee battle champ from locally based SIQ Records, shows he’s lyrically dexterous and flexible in his topics.
Anticipating his album release party on August 30, Rojas views the negative stigmas of doing hip-hop in a place where Island music reigns supreme, but says there are also positives that can be shared to the rest of the world.
“Hawai’i is just strongly stereotyped for its tourism, far out demographic placement and Hawaiian music,” Rojas said. “The advantages, though, are our mixed cultures that usually influences hip-hop music, for example, to change into a whole different hybrid .”
Salud could be considered the newcomer on the hip-hop block, but his new album Another Day in the H.I., focuses on his trademark message of positive local style living and club-ready party anthems.
During his short stint in the game, Salud has established a tight grip on the urban mainstream scene through television exposure, music videos and mixtapes.
“It’s an honor to be mentioned on the same platform as Emirc and Creed. Hopefully I can inspire the next generation through hip-hop as well,” said Salud. “For us to keep the movement going, I feel we need to respect each other’s hustle and raise the bar after the next one has had success and capitalize on that.”
While their rhyme styles and audiences differ, their level of commitment and love for hip-hop is the common bond shared by these wordsmiths. Tough skin toward critics, resiliency and passion for their craft also keeps their motivation sharp.
With opportunities for radio airplay virtually non-existent, the emcees rely on the Internet and hitting the streets to get their music out to the masses. They’re willing to do whatever it takes to be heard.
“We’ve always had our own unique swagger out here. Now, we’re in a position where a lot of artists are getting organized and actually releasing albums on a regular basis. That’s the biggest difference to me,” noted Pearce.
As far as gaining recognition on a national level, the idea might not be as far-fetched as it may seem.
“Right now, we’ve got more eyes on us than ever before. It’s not a matter of if opportunities will come, more like how ready will you be when opportunity reveals itself,” said Pearce.
Added Rojas: “I say, everyone get on their own grind, ’cause if one of us makes it, all of Hawai’i makes it.”
