Creative Juices is one of the preeminent crews/labels in independent hip hop. Their discography is constantly growing. The roster of artists is getting bigger and better. Their reputation in the game is solid among both fans and contemporaries. Most importantly, they are associated with quality. And while Creative Juices is a collective effort, one man has used his vision to create an indelible imprint on the label. IDE has been the driving force for making Creative Juices Music what it is today. He is a man who has sacrificed a lot for his dream that slowly but surely is being realized. Oh and did I forget to mention he’s a dope artist?
Check the interview to find out where CJM has been, where they are at, and where they are going…
HHD: How did Creative Juices Music come to be? How would you describe it then (at the beginning) and now?
IDE: Creative Juices as a crew came to be when me and Alucard were recording demos back in 2001. At first there weren’t as many people involved. Creative Juices as a label is just coming together in the last 3-4 years. Over time we have developed a reputation for being hard working, and creating a comfortable environment to record in. Its drawn allot of amazing artist towards us. We are very fortunate to have such a talented squad. These days it is very much still a crew, but has developed into a label that continues to expand.
HHD: Explain to people your role in CJM. What are you responsible for or what aren’t you responsible for?
IDE: I more or less am involved in every aspect of Creative Juices at this point. I have many responsibilities; it can get overwhelming trying to run the label while trying to be a artist as well. I don’t sleep or get out often, I wouldn’t recommend it. I’ve had to make lots of sacrifices.
HHD: What thus far has given you the biggest sense of accomplishment? What, in turn, has been the most frustrating thing you have encountered in the industry?
IDE: The biggest sense of accomplishment would have to be from the reputation we have earned. We might not sell the most units, or have extravagant tours. We do have really good credit in the industry, and streets. We deal with integrity, honesty, morals, and good business. Cats who work with us know that. Alot of labels don’t have that and can never get that.
The frustration comes from many angles. It can be like traveling in a paddle boat across continents when you could have just taken a plain. You can brag that you made the journey, but look how beat up you got doing it. When there seems to be easier, methods that you are out of touch with. Often it feels like it’s the wrong industry at the wrong time. It has to be tough, but you learn to enjoy the struggle.
HHD: You have worked with a lot of artists both on and off your roster. A lot of those artists are in the NYC area. Describe for those of us who are not familiar with the area, what it’s like making music in the city that cultivated Hip Hop. Do you find collaborations readily available or are things more constrained than they seem? What’s the hip hop community like in NYC right now?
IDE: Making music in NYC is like nothing else. I don’t think I can leave. In some ways the NYC hip hop community can be like a family. You have been seeing and building with cats for 10 years. I have gotten to work with legends, that stemmed from a back stage conversation. If you haven’t been here, the best way to simply describe it is, it’s a great place to network. NYC is so alive with culture, that the style of hip hop is just constantly evolving. Theres so many amazing artist from signed emcees to cats no one will ever hear of. So it is a hi competitive level. There’s no space for wack shit, so it keeps cats sharp and on their toes. Just being out here I have been mentored by countless legendary artists. You cant get that sort of exposure in allot of places. I cant throw a rock with out hitting some rap shit.
HHD: On the same line of thought, you have been working with a few producers on the international tip. DJ Connect and DJ Caique come to my mind first. Can you explore how hip hop is developing an ever increasing international flair? What made you want to work with these producers? What did they bring to the table?
IDE: Yea I often complain about the internet, but it obviously has many benefits. One being how easy it is to communicate, and even record with artist thousands of miles away. Nothing is ever planned. When we hear a sound or see something in a producer, it really doesn’t matter where they are from. Some people are elitists or more traditional. Its 2011 hip hop is global. Its every where. Its an excepted art form. Im down to work with any one who is skilled and dedicated to what they do.
HHD: A lot of artists and labels have taken to the blogs heavy in the last few years. CJM has not been fully embraced by the blogging circles. Why do you think this is? Do you feel like you are missing out? Do you feel like there is something intrinsically wrong with the way things are being done these days in releasing music (outside of CJM)?
IDE: Yo im not saying Fuck blogs.. but yo Fuck Blogs! I don’t feel like we are missing out. You get in where you fit in. We don’t fit in to hip blog promoting rap world. We don’t cater to that or that crowd. Cats should be ashamed they let a culture that rose from the streets get infiltrated by blogging ass, internet geeks. These dudes are breaking records now, and are very political in their chess play. Its just a form of corporate rap. Its starts as a kids blog cause he like rap. Next thing you know it’s a big hit, now he’s getting sponsorship, ads and a ego. . Next thing you know hes calling shots with people leaning on him as far as what to push and what not to. Some of these big blogs are simply subdivision of a label and have a promotional agenda. Its corporate rap man. There are some blogs run by real hip hop heads with no agenda and do it because they enjoy it. I support that. Some of these blogs are straight Hollywood with it. Its not that serious.
HHD: You recently (within the last year or so) had the addition of a few new artists to your roster and I want to put you on the spot a little bit and have you describe what each of them brings to CJM.
a) Nems
IDE: Q Unique contacted me in regards to Nems. I was interested immediately. Nems is a character, he’s trademarked his own slang, and style, and created a huge buzz on the battle scene. To me Nems is a perfect example of a native BK emcee. Hes creative, witty, charismatic, and street. Its music with attitude. Nems promotes him self non stop, and has a strong work ethic. Everyone in NYC has heard of Nems, hes a great addition to our roster.
b) CF
IDE: I was introduced to CF from a mutual friend Serringe from Element Tree. CF is a very unique artist. He has a story to tell, and allot of passion and rage fueling his material. He is a very disciplined person, and it reflects in his music. He is well read, and has an extensive comprehension of politics, religion, and current affairs. CF also is one of the best freestyle emcees on the planet. He is a artist you may listen to and have to do some research to find outabout the people, places, and events he talks about in his verses. Its very inspiring material.
c) Swave Sevah
IDE: Swave is a artist I was recording with and doing shows with around 2006-2007. We worked on a few songs. So when Swave contacted me in regards to CJM releasing his album. I was honestly at a point where I couldn’t take on any more releases. But Swave was the exception. We linked , Swave played me some joints and that was it. Swave has a unique style, and very distinct delivery. He has creative concept tracks, and slick punchlines. Swave has been making allot of noise in the battle scene, so I think cats are going to be shocked when they hear the album. Swave is not your typical battle rapper who makes bad music. He makes dope music, and just happens to slaughter cats in battles.
HHD: You have a lot of projects set to drop in 2011. Let the people know what you’ve been up to thus far and what projects you have on tap to share with the mass public.
IDE: We have been putting out allot of music this year. New material from Nems, CF, Critical and I Am Many. We are getting ready to put out an amazing album called “Surpassing all others” produced entirely by Destruments. Destruments are a band out of California, this is a compilation of sampled music as well as live music. Its just a real solid album, with great emcees featured on the tracks. You have everyone from Killah Preist, to Problemaddicts, to Day Laborers, myself, Alucard, CF, Jise. Really too many to name. Its going to be a great release for the summer and it will show our fan base the versatility of the roster we are bringing in 2011. Shortly after that we have new material from CF, Jise, Critical, Swave Sevah, UG, StoneCutters, and a few interesting things being negotiated as well.
Expanding the label has been a huge learning process for me. This year my goal was to really focus less on myself and more on some new artists, and the label as a whole. This has gained us a huge new fan base. The opposite end of the spectrum is the fact that fans me and Alucard gained over the last 10 years may think that we are changing directions, maybe don’t agree with some of the newer artists. I don’t want to let anyone down. While we are focusing on the label, me and Alucard have stepped back to step our game up. We want the first official IDE & Alucard release to be something very memorable. We are working on animations and lots of new stuff. We wont put out anything that’s not the best of our potential. That’s why we are constantly pulling albumsand pushing them back. I have no manager, and have to make big decisions daily. I have checked my ego at there door and try and be tactical with my moves. I hope I haven’t confused my fans. The best beats and material from IDE are yet to be heard, and theres no shortage of them. If we continued doing what we were doing we would have been making small steps for the next 10 years the maybe didn’t get us anywhere. We see it happen to artists left and right. We are trying to create something that can sustain and get the push it needs. So we can really get the mass appeal we strive for.
HHD: I am going to put you on the spot (again), out of all the projects you have yet to drop, which are you, as a hip hop fan, most excited about?
IDE: Its really tough to say, and I like different release at different times. I have been playing CF Storm Mode allot lately. That’s getting heavy rotation at the moment. It’s a project I relate to. I listen to it everytime I go to the gym.
HHD: What do you foresee for yourself and CJM in the next five years?
IDE: Allot of work. But we will enjoy the process. Allot of music, gear, maybe more involvement with soundtracks and movie scores. Ideally we get some sort of budget, investors etc, and really promote. Maybe start an animation series with Alucard. We have allot of ideas, and plans. We are throwing more events in the city, hopefully an overseas tour that has folded for us several times will finally come through. I always say 10 years of work simply created a path for us. The path is right in front of us clear as day. Its just about being responsible, innovative, following through, and working hard. All of which we are very prepared to do.
HHD: Any other thoughts?
IDE: Thanks for the opportunity for the interview. Shout out to all the “Juice Heads” rocking our shit! Don’t hate the juice! Peace to my Crew and NYC heads, and the heads worldwide. Much respect to everyone holding us down right now!
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