Preview
JERU THE DAMAJA
Thursday, November 20
Night Gallery
Jeru the Damaja may not be one of the most instantly recognizable artists in the music community, but his stance on the state of the hip-hop nation has certainly earned him high praise and much respect.
His teaming with the legendary DJ Premier was a combination that not only catapulted Jeru onto the national stage, but led to his present incarnation as one of hip-hop’s most outspoken and dedicated progeny, setting the tone for his career DIY ethos.
Jeru’s brief romance with super-success led him to distance himself from the mediocrity of commercial music. Moving from major label money to the independent circuit he now handles his own career – a move that he is ultimately quite comfortable with. He is certainly one of the few artists brave enough to follow his convictions and it has given him a chance to address many of the issues he’s had with the industry.
As an outspoken critic of the music industry (especially the way it handles rising talent), self-management and self-promotion were one of the principle ways to challenge an industry that, according to Jeru, exploits and ghettoizes its talent.
"It takes more work doing what I’ve done, but it puts me in control," says Jeru. "I don’t have to be anything that I don’t wanna be. In the long run, my career, my music – it’s more mine. It’s something I can be proud of, and that’s everything. I don’t get sold as anything I’m not, or have to fulfil the expectations of somebody who doesn’t understand my music."
The need for individuality has always been at the fore of Jeru’s career motivations. When he looks to those who have continued to inspire him – notably Stevie Wonder, Curtis Mayfield and Bob Marley – Jeru might not emulate their music, but he certainly doesn’t mind modelling his personal ethos on them.
"None of them made pretense about being anything but themselves, and as an artist, that’s one of the best things I can strive for – to represent myself in as honest a manner as I can, to make music that means something to me. It’s not just songs about the benefits of getting rich or being a star. It’s music that says something, that takes a stand. Those men knew that they made music that was honest."
In an era when the latest thing doesn’t last long, and the peripheral artists seem a scarce commodity, Jeru offers some simple advice for an artist to achieve longevity.
"Stay positive. Stay as close to the source as you can," says Jeru. "In the end you’re the one that’s got to live with yourself and nothing means more than positivity and that comes through in everything and that’s more than money or fame can bring." |
Copyright ©2003 FFWD. All rights reserved.