In the beginning, it was written… We are all born with innate gifts, our duty is to embrace those gifts and share them with the world. For Brooklyn born lyricist Sherod “Sha Stimuli” Khaalis, this means provoking an emotional response through his music. Growing up, Stimuli’s inquisitive mind could not be held by your typical childhood frivolity. He preferred to follow behind his older brother Lord Digga, one of hip hop’s most notable producers. Hanging with Digga, Sha found New York hip hop. He ran the streets from the basketball court to the studio alongside such legends as Master Ace and Big Daddy Kane. Eager to become a student of the game, he digested everything in his surroundings from beats and lyrics, to talks about the business behind the music and at age 11, Stimuli picked up a pen, and brought his first rhyme to life.
Stimuli officially stepped on the hip hop scene at 14, appearing on Master Ace’s Slaughter House LP. Although he spent the next few years fine tuning his writing skills as a hobby (not really envisioning becoming an emcee) Sha always remained a loyal hip hop student. When Digga began producing tracks for the Notorious BIG, Stimuli had the unique privilege to be present in the studio for the recording of Ready to Die. During these sessions, Stimuli gained the utmost respect for the rap icon and his signature flow. When the hip hop world was rocked by the tragic and untimely death of the King of New York, Stimuli knew it was time to step up, grab the torch, and go full throttle with his gift of lyricism. Sha’s early hip hop education served him well. He emerged onto the mix tape circuit blazing a trail on some of the hottest tapes in street rotation.
Beads: For those have been sleeping under rocks; can you introduce yourself and give us some history about who you are.
Sha Stimuli: My name is Sha Stimuli in some languages. In others they refer to me as The Present, El Diablo, Messiah but mostly it’s just Sha. I used to be a rapper a few years ago then I learned how to emcee, now I’m just a preacher in a heathen’s body that talks on records. I was signed to Virgin, my brother is Lord Digga who was down with Masta Ace Inc. and I just dropped 12 CDs that some would call mini-albums in 2008. If you’re wondering why you should keep reading this interview or why you should like me over some other rap guy….well if you’re a lady then there’s a chance I may make you my girl if you keep reading and if you’re a dude that likes my music then you should get to know more about me and find out how a person labeled as a rapper can hate rap. Was that too long?
Beads: Nah, not at al… lol. You’re approach to the music is different than most emcees that I’ve read about or interacted with. You seem to have a good understanding of the business side of this industry. How much did your business insight help you on the music side of things?
Sha Stimuli: I just went through so much crap that it enlightened me a little bit. It’s one thing to understand the business and it’s another thing to abide by the rules of it. For instance, I should’ve focused on getting my name in retail instead of releasing CDs on my own. I know that but I chose otherwise because I didn’t want to deal with politics and people telling me what I couldn’t put out. I interned for Rocafella and Untertainment, I wrote for magazines, I pimped chicks outside the Mcdonalds really close to the Universal building, ya know? Just studied the game as a whole from all angles. My brother had a deal in ‘95 with Atlantic and never came out, I had my deal and got hoodwinked and it makes you understand and ignore the business part of the game altogether. 2008 was my most pure year of releasing music since 2002.
Beads: A lot of artists get deals and think that’s the ultimate goal; how is it actually having a deal? Do all things that glitter turn out being gold?
Sha Stimuli: Well let me say that this was my dream since I was like 13, maybe even 10 so it was platinum for me. And to this day, I haven’t felt as good as that day I signed the contract. I’m lying but it was like draft day and they call your name late in the 1st round but they did call. So anyway it was a blessing and it was wonderful. Its like I got into a secret society, producers see $ when they see you. Everyone comes out the woodworks and wants to be a part of what you’re doing, there are people that get paid to do work for you when before it was your auntie making homemade fliers and your ex-girl’s little brother doing your myspace page. But then people expect you to save them and they think a record deal means wealth so when folks have to guess whether you’re rich or not they get bitter. And teams divide, labels don’t have a clue how to work artists, market them or break into radio and even though I was in a great position I realized what I wasn’t bringing to the table. I was ready to have a deal and I was ready to be a star but I didn’t have all the tools, the target audience, the focused team, the music that represented years of hardwork. I had some of it but not all and I guess it wasn’t all my fault but its my life. Being caught between Virgin and Def Jam was like being stuck between the virgin that won’t give it up and the popular fast chick that won’t be faithful. I ended up going to the prom alone. So glitter? Gold? I don’t know. I’m still breathing though and I realized music isn’t the only thing that makes me happy but it IS what I love doing.
Beads: Since you’re from Brooklyn and one of the biggest artists coming out of NY right now; what is your view of the New York scene and the East Coast, as a whole?
Sha Stimuli: I don’t know what’s going on. I know that every other day when I’m around my peers we hang our heads about what’s wrong with hip-hop. I mean so many theories point to regions, artists, the industry, the DJs, George Bush, Jack Bauer, the midget from Hell Date. Man I can’t call who destroyed it all but we miss New york hip-hop being looked at as something people want to hear. We miss Loud records and real rap labels that didn’t make you think 7 times in the studio if your record was radio enough. It makes you wonder if hip-hop will just turn into jingle hop one day. And is that bad? We opened the door to the whole world when it started out as something built for the elite and gifted with a love for it. I don’t even look at regions anymore. I’m moving to Atlanta probably and it’s not because I think its easier to get “on” it’s just because I’ve exhausted myself in NY and sacrificed so much my whole adult life. I used to sleep in studios, wear sweats everyday and give greyhound every penny I earned just so I could make music and for what? To have a DJ tell me my song sounds “too new york” or I keep rapping about “real shit.” My fault.
Beads: In 2007 and 2008, you were killing the mixtape circuit on a damn near weekly basis. How much have you benefited from the mixtape scene and do you feel like the mixtape game is still as important to our culture as it was in years prior?
Sha Stimuli: If I do another mixtape in my life, it will be called “No he didn’t” or “Somebody stop me” or “I know I said I was done but I’m sorry, only listen if u already like me…”.
I exhausted myself on purpose and showed people the meaning of grind and talent. I don’t think it’s important because I wouldn’t put someone’s mixtape in unless I was cool with them or a big fan. With mine, they were all songs and themed concepts. I took people on a ride and let them know if you want to be my fan then at least you know I’m worth the $10, $5, $1 whatever. My CDs cost the same as a Subway footlong, I need to sample that song by the way.
Mixtapes are not as important as they were in 2003 and the years surrounding that year. It’s still cool to do em because if you don’t have an album you can feed the fans with reasons to support you but nowadays we all know people want to see you AND know you so they’re on youtube and worldstar and whatever else to look at who’s poppin, who’s smackin people or who’s beefin and going to somebody’s grandmama’s house and beatin up their dog. That’s what’s important. Even with this interview, its not relevant until I say something crazy like ummm “I got Yung Berg’s chain!” See…now I’m hot.
Beads: [Laughs] Ok, so how did you separate yourself from getting tagged as a “Mixtape Rapper”?
Sha Stimuli: I hate mixtapes and rappers are like 2nd in my line of hate. So is it possible to hate one’s self? I guess so but if you pick up one of those CDs you’ll hear that I wasn’t just doing some doofy disc with a DJ screaming the names of the songs as I freestyle over the popular beat of the minute. I could do that in my sleep. Soooo if I’m labeled as a mixtape rapper it just wouldn’t be true. It doesn’t even feel like rap to me. All I do is talk about some shit I’ve seen in front of a microphone and the words happen to sound alike sometimes. I mean it takes me like 10 minutes which has nothing to do with anything but I don’t think you can tag me as that since I’m leaving mixtapes alone. I do so much, its hard to tag me.
Beads: With all that being said, when can we expect the full fledged album?
Sha Stimuli: I’m solidifying 2 deals as we speak. One will be an indie and the other will be….maybe an indie too. I would say you’ll get one in May and another one 4th quarter then I’m done.
Beads: Any features or production credits we should know about the album?
Sha Stimuli: Nope. The Cinderella Man album is produced by J. Cardim and features some people I can’t say right now. For Thee Emotion Picture I’m not sure yet but yall will dig it.
Beads: Any more movies or anything like that in the future plans?
Sha Stimuli: I’m writing a sitcom and a book or 2, I’m bout to jump back on the screen in a few months but I have to finish a few projects 1st. I love acting, different industry rules, I can wear sweats again.
Beads: How good does it make you feel knowing that you are doing something positive with your life and career?
Sha Stimuli: It makes me feel good but I can always do more. I want to go to more schools and talk to kids, I want to reach more people. It never stops. Sometimes I feel like if I was more negative I would reach more folks but all in all I am who I am and that makes me smile…not like a yearbook smile but like a thuggy jail smile. You know what I mean.
Beads: When you began making records did you ever think you’d be where you are today?
Sha Stimuli: No, I thought I’d be a prince in my own country by now with 14 wives on 2 week daily rotation but I’ll settle for this. I bounced back from a near career end, got shot at for real, lost my management twice, I have like 2 friends left and for some reason the material just keeps coming out so come to think of it I knew I was destined. I wrote an essay in 9th grade about where I’d be in 10 years and it said something about releasing an album and all types of awards and crap. I missed the date so to speak but the funny thing is I didn’t mention a wife, a kid or a job.
Beads: What keeps you motivated to keep going forward in this industry that can sometimes force people out so quickly?
Sha Stimuli: Dying. I used to have nightmares about my funeral and wake up and write raps. I’m always talking about the other side of life, reading books about it, rapping about it and stuff yet it’s not really a fear anymore. I think I’ve done enough music to be immortal and that was always my goal. Like I think I have some material that can be studied on some philosophical shit but my own breathing is getting in the way. If Pac was here he wouldn’t have a museum named after him, Biggie wouldn’t have gotten a movie but I’m willing to wait it out and stick around. Other than that I want to make a difference in lives. I want to make an Obama impact on the world. And I believe music is the way to start. I will drift off into movies and books and other things but right now these words are making waves. It’s all I have.
Beads: For someone who has never heard your music or someone that is skeptical about listening; can you just give us a few reasons why we should embrace Sha Stimuli?
Sha Stimuli: I’m you. Who wants to hear a fantastical murdering everything in sight rap guy all day? Or some baller status, bottle popper every time you hear him? Maybe you do want to be swept away by the image of something far from your reality but just maybe you want something authentic that isn’t too exaggerated. And within the extremes of gangsta and conscious, deep and shallow, hip-hop and song you will find Stimuli. The music that allows you to feel what he felt and that will capture things you went thru or heard about and paint a picture that you can see. I always say you should be able to tell a deaf person about my song, try that with your favorite rapper.
Beads: So what’s next?
Sha Stimuli: Who knows? I’m taking it a day at a time. I’ll let y’all know when it happens but document this: It will be wonderful. Everyday has been a blessing and will continue to be.
Beads: Last question before we wrap up…. Desert Island Hip Hop… what’s the one hip hop album you gotta have with you?
Sha Stimuli: One? Hip-hop album? Hmmm. One? That’s it? This is gonna sound weird but my 1st thoughts were Life After Death, Blueprint and No Way Out but one album and this may just be because it has enough of my favorite rap guys, diversity that I won’t tire from listening and lastly it has some music to break up the monotony. I’m gonna say Late Registration. That isn’t my favorite rap album ever but it is complete enough that I wouldn’t be mad at it. I don’t know man. You know I don’t like hip-hop no more.
Beads: Any shout outs or anything you want us to know?
Sha Stimuli: Nope. Mr. Fame, DJ Victorious, The Carnegie Group thank you for believing.
-The Present
{ 8 comments… read them below or add one }
Good interview!
Interesting read! Good work Beads.
Can’t wait for the offical album to hit. He def has skills. Still my favorite verse is off of The Brick by Joel Ortiz.
Plus, he was in during the session with Big during Ready to Die……damn. I’m sure that was an experience in its self.
good work beads.
Sha is great
This was a dope interview and only three (now four) comments!
Where you at Trap?
If you haven’t copped or heard his joints, you’re sleeping. He’s in my Fav 3 of now, Royce, Skyzoo, & Sha Stimuli, in no particular order. Oh you know i’ve been bigging him up for awhile T
This interviewer is great. LOL
Sha is def someone who shouldve been on your radar already!!!
Yo, for all who don’t know Sha. He is the embodiment of what Grandpa Herc had in mind when he laid the first one two! Sha is a physical presence that takes the form of a movement whenever he speaks and i am glad to be able to call him a friend. I knew BIG and he was a great artist, but I have spent hours in the trenches around Sha and he is the present for all true Hip Hop fans… he is the gift that you search for whenever you need to be wow’d by the creative process of an artist. Sha, you know the love run long brotha… Beads… outstanding interview my dude!
Appreciate That Fam!! and those words should def inspire Sha if he ever reads them. Even though you two are friends, it shows that his hard work is affecting people in a positive way!!!