PUBLISHED IN THE KW RECORD ON MONDAY, MARCH 15, 1999
By Nick Krewen
For The Record
It's the sad reality of Canadian hip-hop music: Toronto's GHETTO CONCEPT is a two-time winner for Best Rap Recording, but no closer to a record deal.
As KWAJO BOATENG, who forms the rhymes and the beats with partner-in-crime LOWELL "DOLO" FRAZIER is all too aware, this would never have happened in the States.
"If an independent group had won a Grammy in America, they would have been instantly signed," says Boateng, whose first name is his stage name.
"I think the Junos definitely introduced Ghetto Concept to an audience that might not have known us. It gave us respect, but the labels haven't given us the support that we needed. They didn't try to snatch us up."
Undeterred, the duo from "Rexdale and the Jungle" took matters into their own hands. It took a few years after winning back-to-back Junos in '94 and '95 for "Certified" and "E-Z On Tha Motion," but in late December Ghetto Concept finally released their debut album, GC.
"This is our life," says Kwajo, 24. "We're not going to pout because a label didn't sign us. We started our own label and put out an album because we have a fan base across Canada of people who want to hear our stuff. We have to be able to keep the music consistent and pump it out for our fans up there."
It was worth the wait.
Boasting an international sound that offers elements of thug, conscience and party rap, as well as a healthy nod to Canada's West Indian hip-hop roots, GC runs the gamut from the hard-hitting" Precious Metals" to the mainstream romantic appeal of "7 Days."
"We're just giving people our vibe from Rexdale," Kwajo explains. "We have a very versatile sound that isn't just one distinct identity. We try to say something for everybody."
"We have different social awareness than other artists," adds Dolo, 23. "We grew up in Metro housing. That's the whole ghetto concept right there. The ghetto is an area where a so-called minority lives under social, economic and political pressure, which we've experienced in our lifetime.
"So everything we say on the album is either something we've experienced or that we've seen firsthand. That's something that the fans respect. When you hear it, you can tell it's real."
While Ghetto Concept may not be receiving their deserved recognition from record company suits and ties, the kids are giving it just fine.
"If you look at Canada, most of the sales come from the suburbs," Kwajo explains. "The music is definitely out there. I wish I could be out in those areas to see how hip-hop is hitting them.
"If we perform in Toronto, Toronto's the hardest crowd to please. People will be open, but they're not doing backflips. But if we're in Thunder Bay or Sudbury, the kids are jumping through the roof. Hip-hop is a universal art form and it's spreading all over the place. You can feel the vibe all over the world."
The duo is also receiving much respect from the Americans, who are aware that a Canadian scene that boasts Ghetto Concept, KARDINAL OFFISHALL, CHOCLAIR and THE RASCALZ among many is ready to burst at the seams.
"Every one of our singles has been serviced in the States because we've been signed to an independent called Groove-a-lot Records since '92," says Kwajo. "They're aware of who and what Ghetto Concept is."
Kwajo and Dolo have landed additional credibility with "Heavy Metals", the just-dropped remix of "Precious Metals" handled by none other than ONYX clique member STICKY FINGAZ.
So now it's just a matter of getting out and about. Ghetto Concept performs an all-ages show tomorrow (Tuesday) night at Metropolis with fellow 7 Bills Entertainment acts ANGEL DUSS and RAY SMOOVE.
"We're giving some cats from the hood a chance to come out on the road, open for us and gain some experience," Kwajo explains. "For us, the main thing is getting in people's faces."
WHO: GHETTO CONCEPT
WHERE: Metropolis
WHEN: Tuesday, March 16
TICKETS: $6 with I.D., $8 at the door. All ages. 9:00 p.m. Call 744-4403.
-30-
©1999 Nick Krewen, Octopus Media Ink