Artist Spotlight: Shad

Anytime Canadian content gets featured on this site, I get extra excited. The fact is most of my southern brethren are rarely exposed to talent from the north. Some of you might be familiar with the album cover that has been rotating on Kev’s “What I’m Listening To” tidbit, some of you might be familiar with his drastically popular YouTube videos, some of you might’ve paid attention when he got nominated for a Juno Award (Canada’s Grammy’s), most of you probably just recognized his skill via word of mouth. Regardless, how you came about this tremendous MC out of London, Ontario is irrelevant. He aims to be a name we should be aiming to get familiar with. We got a chance to catch up with Shad, thanks to his manager (Big ups Gaurav!), and got to talk extensively about Canadian Hip-Hop, his influences, album, development, critics, routine, and production. There was plenty to talk about, so let’s get down to business.

SD: Sup man, how you been? How’s everything and how are you coping with the lovely weather in Canada?

Shad: I gave up on it. I’m going to Houston today to visit my aunt for Christmas… Then I’m moving back to Vancouver…

SD: Enjoy. I personally love the cold. But, before we get into anything too in depth, introduce yourself, your albums, and whatever else you want to say and bring to our attention.

Shad: I’m a hip hop artist from London, Ontario. I’ve put out a couple albums now. The latest one, The Old Prince, is gonna be released in the US soon. And I’ll be playing all over the place this summer on the Warped Tour if not sooner.

SD: We’ll talk more about the Warped Tour later. But, naturally, I’m very patriotic. I love my country, my province, my city, my town. How much does Canada’s atmosphere, vibe, and progression (or regression) effect your style and your overall development as an artist and of course, as a person?

Shad: I think the sort of down-to-earth culture here in Canada, as well as the breadth of cultures and music that we can take in here is part of who I am, as a person and as an artist. Everything from how I speak to people to my musical influences is at least in part affected by Canadian culture.

SD: I’ll be honest; I was once a huge Canadian hip-hop hater. I know, lecture me if you want, but I couldn’t get over the fact that it a) was not developing, b) trying to have an American sound, c) all around skill set just wasn’t there. K-os, Rascalz, Ghetto Concept, and (ironically) Kardi broke a lot of these opinions of mine. Do you agree with this? What has been your opinion on this nation’s hip-hop and its current state- is it similar to Americas?

Shad: I think the quality of the artists and the quality of our productions are getting to a [higher] level. There are obstacles here: We don’t have the same level of funding or infrastructure, culturally we don’t have the same focus on entertainment/music, so, I think artists here aren’t quite as driven, we don’t have the same history with hip hop here. But, from what I’ve seen over the last few years, the number of artists making really dope music is expanding and the quality is improving. Drake, Kardi, K-Os, Classified, K’Naan, etc. making moves down in the U.S. I think is proof that we have some world-class artists.

SD: As a tie-in, what is the major difference between Canadian and American Hip Hop? What is it about Kardi, Drake, Classified and even old-school Maestro that allowed them to excel in the American market? You are slowly creeping in there, but you really had no flash or flare, it was all skill. The music spoke for itself wouldn’t you say?

Shad: I think artists here that have found fans in the U.S. are the ones that have stayed true to what they do. K-OS does something very unique, Kardi as well. Saukrates is just plain dope. Drake has a lot of charisma. Class is dope and has an artistic voice that’s very relatable. I think if I start to find more of a fan base in the States it will be the same sort of thing… just doing what I do.

SD: And you do what you do out of London, Ontario. Was that where The Old Prince was recorded? What was your process to recording this extremely solid album?

Shad: The process was kind of messy but it worked out. Different dudes producing on each track, so lots of files going back and forth. Brought in musicians to record parts, recorded some myself. Recorded in a couple different studios, mixed in a couple different studios. Most of the album was recorded with my friend Mike just outside of London. It was nice to work with someone I knew in the studio so I could try some different (aka bad) ideas and not feel too weird about it.

SD: So, given that this process was a tad messy, your production selection must’ve been interesting. You’re beat selection process is quite unique nowadays. Most wait for the beat to speak to them and they start writing, but you do the opposite. Do you think this is the most beneficial way for you to master your craft?

Shad: I think it makes for something different. I think working the other way around produces something that’s possibly more musical. What I do becomes something more personal. I don’t think it’s better or worse, just a different process that usually yields a different outcome.

SD: You obviously still value production then. Do you go looking for those club bangers, that tear jerker, etc.? How big of a part do you play in the beat making process?

Shad: Beats still play a big part for me because words can only say so much. And with hip hop, you’re usually not expressing as much emotion in the vocals as someone does when they’re singing, so the emotion in the beat is really important to me. Since I write a lot of lyrics first I get involved with the beat making by figuring out when to drop out parts of the drum kit or the melody to fit with what I’m saying. Fortunately I have access to some really good musicians too, so on this last album, for example, I brought guys in to record parts for intros or outros or to add stuff overtop of the beat to liven it up a bit or fit things to the lyrics.

SD: It’s good to see that you still play a big part in it. Sadly, with so much emphasis on “freestyling in the booth” these days by big name artists, the art of writing has seemingly gone down the drain. How much do you value your pen and pad? A song like “Brother” is extremely in depth and full of emotion. Do all the blood, sweat, and tears just leak out of the pen? Do you ever force a concept, a lyric, a bar?

Shad: Lyrics and delivery are primarily what I bring to the music, so I like to work at them and try to make sure what I’m saying is something worthwhile and unique to me. I love the energy of freestyling, but when I’m trying to make an album, I want to make sure there’s a level of depth and meaning to it. I try not to force things. I just start with an idea or a lyric that I really like and I build from there. I see what ideas come out of the wordplay, or if I can pin down an idea or an emotion and convey it. I try to be as understandable and as succinct as possible. I appreciate my listeners and I’m not trying to waste their time, so, like a lot of the tracks on the “Old Prince” are just two verses; if I feel like I’ve said all I need to say I just end it there

SD: Personally, I think you have an obvious Common/Del influence. I could be totally wrong, but do you get that a lot? You opened for both of them. How was that? I’ve always admired the opening act, and surely, you are moving away from it, but damn, it seems like the toughest job in the biz. Am I right?

Shad: I would say both those artists are influences, yeah. I think when I’m kind of in my fun mood, I sound a bit like Del, and when I’m doing something more introspective or playing with words, it comes out a bit like Common. As far as opening shows [laughs], it’s a great experience but you just can’t think too much about the fact that you’re about to perform for a whole bunch of people that didn’t come to see you! As long as you don’t think about that unfortunately obvious and intimidating aspect of it, it’s great.

SD: You are going to be touring on the VANS Warped Tour. That’s a pretty big deal wouldn’t you say?

Shad: Yeah I’m very grateful for that opportunity.

SD: A tour like that can really extend your fan base, but probably (and more importantly) allow unfamiliar people, get familiar. It’s mainly a rock/punk tour though, is that intimidating at all?

Shad: I’m pretty used to playing for non-hip hop music fans actually. It’s hard sometimes because people don’t fully understand what you’re doing or how to respond, but so long as the crowds are open-minded and are willing to give you a chance, I’m always gonna do my best to connect with the people I’m performing for. So far, I’ve been fortunate – a range of people seem to be relating to what I’m doing/saying. We’ll see how it goes. Hopefully they’ll dig what I do.

SD: Now, The Old Prince, a lot of development for you? Naturally, there’s always something to improve, but what do you think you really need to work on. The two knocks (that I’ve heard/read about anyways) are that your live show might be too good and hard to translate onto an LP and that the focus of the album is “unclear.” Do you agree? Don’t be a Kanye and just tell all critics to eat shit [laughs].

Shad: I have WAY more criticisms of my album than the critics do [laughs]! Can’t complain about that, I think there’s so much I can improve on, like, I wanna make music that’s deeper and more personal. I want to push the boundaries of my ability as an artist which might mean stepping outside of the genre a bit. It will come in time I hope, so long as I can stay inspired and keep working hard.

SD: Do you care about what critics say; both the positive and negative ones?

Shad: Yes [laughs]. I’m a fairly secure person, but I’m still a human being and I care what people think. It’s far from the most important thing to me, but I’d be lying if I said I didn’t care. It’s nice when people openly praise your work and it’s not so great when they openly don’t dig it. It’s not the most important thing to me, though.

Shad – Brother (Watching)

SD: A few short questions for you. Just answer truthfully, think about them if you have to

Shad: Cool.

SD: Favourite Canadian hip hop song, favourite Canadian hip hop album?

Shad: Conductin Thangs by Maestro and Book of Daniel - Dan-e-o

SD: Favourite album in general? Favourite song in general?

Shad: Oh wow, tough! Favourite hip hop album is a tie: Aquemeni and College Dropout. My favourite song? First one that comes to mind is ‘Hurt Me Soul’ by Lupe Fiasco.

SD: Favourite song that you did? Why?

Shad: Probably this acapella-freestyle kind of verse I wrote last Christmas and taped with a couple friends this summer. It’s like 6 minutes long. I think I found my voice in that one and it’s fun to perform. I made a song once with my mom about the genocide in Rwanda – our native country. That one’s meaningful for me. Of the songs I’ve recorded and released, that would have to be the one I’m proudest of.

Shad – I Dont Like To

SD: Do you REALLY want a Claire Huxtable?

Shad: [laughs] I want someone I can love and who loves me. Big up Claire Huxtable though. Caring, strong, smart, funny, good wife, good mother, greatest TV mom of all-time, no question! Couldn’t complain if you had a woman like that…

SD: [laughs] I’d still say Marge Simpson is, but that’s just me. Okay, most intimidating artist or show you’ve had to open act for? Why?

Shad: Most intimidating shows for me are anytime I’ve had to play for a sit-down crowd. It’s actually more intimidating playing for a small crowd or a sit-down crowd than any big show because at a big show, people are there to have a good time and they’re usually hyped and ready to go. Small crowds or sit-down situations there’s just so much less energy to feed off and hip hop shows require that energy.

SD: Artist you were in awe of meeting?

Shad: Definitely Common…

SD: Lastly, how do you feel about what we do on this site? If you aren’t familiar with KevinNottingham.com, we are one of the biggest and most popular blogs on the net because of these sample sets we put up. The fans love them, but some MC’s and particularly producers don’t agree with it. Your opinion?

Shad: I’m excited to share music with whoever might dig it so as an artist, I think it’s cool…

SD: Right on. Shad, it’s been a pleasure. Any parting words? Is there a new project on the horizon?

Shad: Still writing. Playing more shows down south – southern Cali, sxsw in Austin Texas, Warped tour, etc. Maybe some collaborations. That’s all that’s on the agenda right now.

SD: Take care my man, all the best.

Shad: Thanks a lot for the time man… Peace.

• Shad on MySpace

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