During the 90’s, Poor Righteous Teachers released some of the most potent and conscious-minded Hip Hop music of the decade. The group, consisting of producer and emcee Culture Freedom, DJ and producer Father Shaheed, and front man Wise Intelligent, dropped memorable music with powerful messages consisting of distinct delivery and lyrical dexterity over smooth funk-laden production. Their four albums resonated with those in the know and influenced the ones that everyone else knew. Ironically, Hip Hop’s start was based on a movement of creativity and positivity, yet it’s no secret that originality and upliftment hasn’t been nearly as prevalent as its current day counterpart- specifically starting in the mid ’90s. While PRT was striving to elevate the genre, lowest common denominator rap began thriving and was wholeheartedly embraced by the masses. Regardless, the group created music worthy of being deemed classic.
When asked why he thought so little of this genre’s dynamic roots has continued to live on in popular Hip Hop today, Wise explained that since the gatekeepers weren’t necessarily those “for whom the artform was created…they only desire to promote what’s palatable to the mainstream…” That hasn’t stopped this Hip Hop leader from making an impact both artistically and socially. He began an organization called Intelligent Kidz that instructs inner city youths on developing media. The program also provides much needed tutoring within public schools in his hometown of Trenton, NJ. Wise also cofounded Intelligent Seedz with documentarian Stacey Muhammad. That organization also empowers urban youths by teaching them the technical side of film production. Wise explains that Intelligent Seedz “recently took third place in the EPA, CDC, HUD national lead prevention video contest. Their PSA is now being used as a commercial by…government agencies for lead poisoning prevention.” He adds that the group of youngsters is also finishing up an important documentary titled, “Dying to Learn.”
After going through significant hurdles with the label, group members decided to take on separate projects. Throughout the 2000’s, Wise has continued to reinvent himself by releasing groundbreaking music such as “The Talented Timothy Taylor.” He also recently completed his first book entitled, 3/5 an MC: The Manufacturing of a DUMBED DOWN RAPPER!, which will be released later this year. His newest music release, under the name DJEZUZ DJONEZ, is once again going beyond the norms of rap and delivery a distinct musical Hip Hop experience. In this interview, Wise drops the science behind his new release, provides his perspective on the music industry, and shares some lessons learned during his journey.
The Wise Intelligent Interview
Why did the group break up?
I wouldn’t say that the group broke up. Profile had taken the Poor Righteous Teachers brand through hell with failure to release the group. After, they sold the company to Arista/BMG, we were basically sitting on a major label that had no intention of fulfilling the obligations to the group. While fighting the woes of the business and getting acquainted with industry rule #4080, we all wanted to do some other personal and solo things. Everything from production to recordings.
Culture, for reasons that best suited his family and circumstance moved away [Tennessee] where he started his own production company – Cult-Free Music. Culture also does great work with a youth ministry in TN. Father Shaheed moved to Brooklyn, NY, co-founding his own production company – Fugitive Entertainment. Recently I’ve completed about nine tracks for a PRT release tentatively titled “POST-RACIAL BLUES.” The tracks are all produced by Culture Freedom and Father Shaheed.
Let’s talk about Profile Records. Can you talk a bit about those early years on the label? Did you feel that they did a good job working your records?
Well, no…I think Profile marketed and promoted Poor Righteous Teachers enough for other rappers to take pieces and bits of our Hip Hop, form their own thing and get credit for being the founders of some shit that originated with PRT!
What groups do you feel took your style?
Well, I believe if you took a poll or wrote a blog asking Hip Hop fans who where there, “what MC’s/groups do you think took a measure of Poor Righteous Teachers’ style and flow,” you’d get some hits! For me, it’s not about what MCs. My point in making the statement was to demonstrate how Profile Records under-promoted the PRT catalogue, and not to make any qualms about rappers borrowing from our reservoir of style and grace. After all, that’s music!
From a historical perspective, Profile had some amazing artists on their roster. What was it like on the inside being signed to the label?
It was like being an employee at McDonald’s trying to get the company to cook the fries in olive oil. I mean, if people were buying the fries cooked in 10W40 Motor Oil they didn’t see the point in selling healthier fries. They had no desire to develop PRT’s niche audience. It was a process of throwing records up on the wall and the ones that stuck…stuck. But, those that didn’t…didn’t!
What is the meaning of the title of your new release? Is Djezuz Djonez an alias or is there another significance?
DJEZUZ DJONEZ represents my ALTAR(ED) ego, much different from an alter-ego. Djezuz Djonez represents what becomes when the ego is ritually put to death. When you manage to put your ego to death – sacrifice it on the altar of higher understanding – you will awaken or be resurrected to a truer knowledge of who and what the self really is.
I noticed the rhyme style is different, can you discuss that?
And it will always be different. I have a bad habit of not marrying myself to any particular style of rhyme, drum pattern or concept. I feel, artistically, sometimes, I am all things to all men. To the street kid, I am street, to the intellectual I am an intellectual. To the conscious rapper I am conscious, to the style and flow rapper I am a new style and flow? The one thing I will never be is dumbed-downed, ignorant or CONKABLE!
In an era where music sales have slowed considerably, do you have any input into the future of recorded music?
Licensing will be the future of music. Major corporations (Verizon, AT&T, COMCAST, etc.) will do licensing deals with artist who will be reduced to mere “content providers.” The market will be purely “brand” driven I believe. Meaning, the better you develop your brand the better the chances of your content being solicited by such companies to be added to their catalogues of content. Of course there will always exist those of us who are in the business of “keeping it real” and creating avenues outside of Main Street. Just a hypothesis, I guess?
Let’s discuss the business side, today artists have more of an opportunity to reach fans directly online without necessarily being signed to a label. However, there are less sales taking place, how do you compensate for that and make a living in this turbulent industry?
You have to focus on audience development. What this means is you should aim to build a solid, loyal fan base of [your] music consumers. If you can build that base to about 10,000 heads buying your muzik when you release it you can make roughly up to $100,000 per release. Independently, you might be able to survive.
Has radio ever played a significant part in your career? In an era of new media, how important do you feel it is today?
Yes, radio did play an important part in my career. The medium of radio helped launch most of Hip Hop’s “household” names. The difference then and now was/is that then you could give a DJ a record and he could/would play it if he felt it without being given new 28 inch rims for his wheel. Today, as Chuck D put it in a recent conversation we had…and MC in Charlotte, NC has to go all the way to New York City, sign a deal with Leor Cohen, just to get radio play in Charlotte, NC? The internet works for people who are “looking” for new music alternatives to mainstream radio. However, radio still accounts for millions of casual listeners who would probably buy my records if they heard it on radio while driving to work, school or to the club. For many of this demographic, if it ain’t in the mainstream…it ain’t in the bloodstream!
I noticed that the music is available on SoundCloud, and of course also available for sale in places such as Amazon.com and iTunes. Can you discuss you strategy with that platform?
Well, you know it’s like any product in any industry. Coca-Cola will sample product at sports events, conferences of all sorts, giving away tons of free soda-pop with the understanding that some of the people sampling will become loyal consumers and at their product to their shopping list. The same applies for every industry from illegal street drugs to music.
Can you share the biggest lesson that you’ve learned in the music business?
There are two. The first is that independence is to an artist as virginity is to a woman. When you give it up, you can, and most often do become a whore. The second is like unto this being a businessman is not enough…you must come to the realization that you are a “business” man!
Who do you feel was the most slept on group in Hip Hop?
That would be a big phat bubble-lettered PRT!!!
Written by Israel Vasquetelle.
Make sure to keep an eye out for music and much more from Wise Intelligent and his label Intelligent Muzik. There is plenty content in the pipeline, including: music videos for selections from UnConkable Djezuz Djonez, a “compilation of dedications to the mother of civilization” entitled “BLACK EARTH.” As well, his book 3/5 an MC: The Manufacturing of a DUMBED DOWN RAPPER will be out toward the end of Spring. More music from what Wise explains is the “third period in the seven box set of which Timothy Taylor and Djezuz Djonez represented first and second period.” And, “Wise Intelligent Iz… El Negro Guerrero (the black warrior): Back 2 School Third Period” will be released during the Fall of this year.
To learn if Wise Intelligent is coming to your town, keep an eye on www.wiseintelligent.com’s tour section.
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PRT is the truth!!! They influenced a lot of groups…