24: Introduce yourself to everyone that doesn’t already know who you are
Vert: What’s good? For whoever ain’t heard of me yet, they call me Vert.
24: Before we get into your music, can you describe your history about how you got into and what inspired you?
Vert: Honestly, I’ve been rapping since i was around 13 or 14. I wasn’t taking it seriously then, but back in the day I was just playing around to see how I’d sound on tracks. Now that I’m 20, and grown, I feel like I’ve found my lane. As far as what inspired me, it’s interesting, because I’m not much of a historical hip hop head, if you will. I’ve listened to all the albums that are considered classics, but I cant say I bump them everyday. For example, I’ve listened to All Eyez On Me, but I wouldn’t consider myself a Pac fan. People are going to take this the wrong way, but I’d say my two biggest musical influences, at least from rap, are Lil’ Wayne and Jay-Z. As far as the longevity both artists have, I feel like that’s something I’m trying model myself after. As a man, I can’t say that I want to be like someone else, but as far as seeing those two artists stay relevant for over a decade, while still continually putting out good music and doing good business, I feel as though its a good blueprint for success.
24: What was the Hip-Hop scene like for you growing up where you’re from?
Vert: Coming from Saint Louis, the first person that obviously comes to mind is Nelly. Honestly though, there’s so many more artists over the years that deserve recognition on a national level. For example, Murphy Lee was one of my favorite rappers growing up, and I always felt as though he deserved as much publicity and promo as Nelly did, but he obviously didn’t get it for whatever reason. I felt like other artists like Da Banggaz, Koko C’Vere, Ebony Eyez, J-kwon, and hella other people were marketable. For some reason, they simply did not enjoy the same degree of success, which speaks to the state of the industry nowadays.
24: What makes you Unique as a artist and different from other rappers out now?
Vert: It might sound cliche, but I think what i bring to the table is actually being good. Think about it. Whenever anyone sends you a song like can you check out my track, about 75% of the time, it isn’t good. It may sound cocky, but I’m not gonna tell you to check out a song that I don’t think is good. I’m by far my hardest critic. I think the biggest key to making good music, and making something that is marketable, is making a song that you, yourself would listen to. Most rappers don’t succeed because they try to be someone they’re not. When you hear me on a track, it’s me. I graduated from college, so obviously I’m not talking about guns, and all that other generic shit that most rappers talk about. My lifestyle right now, at least part of it, is women, and partying, so that’s what I’m gonna talk about. Now, don’t get the misconception that I’m a one dimensional artist. I’m not saying that I don’t have songs with deeper themes, or different concepts, but as far as what I’m doing in my life right now, I’m just having fun. A lot of people have this misconception that if you went to college, then you’re lame or didn’t do the party lifestyle that everyone talks about. That was my life for four straight years. Now, I’m getting older and getting a little bit more serious, but it’s still what I’m on, and that’s all I’m saying. I’m 20 years old, not 35. As i develop as an artist, fans are going to see more of my personality, but until then, stay tuned. Honestly.
24: Tell us about what you are working on.
Vert: At the moment, me and my promo team have been pubbing my two singles, “On Fire” and “Nightmare”, just trying to get my name out there and the Vertlifestyle movement started. I’ve got a couple projects on schedule actually, with my main focus being my first mixtape. It’s gonna be produced entirely by Metro, one of the hottest young producers out right now. Be on the lookout for The Prerequisite at the end of the year. In the future, keep on the lookout for the sequel to the Prerequisite, and my album, Cranberry & Vodka.
24: What producers have you worked with and who would you like to work with in the future?
Vert: Right now, the main producer I’m working with is Metro. He produced my first single, “On Fire”, and the feedback is crazy so far. I’ve known him since we were little kids, and we both ended up pursuing music luckily. Lately, he’s been doing big things, producing Four by Alley Boy and Jeezy, and other songs such as I Do It by Slim Dunkin. We’re working on a whole tape, as I said before, and its shaping up to be wild. I’d go so far as to say he’s one of the better producers I’ve heard in recent memory, and hes younger than I am. My second single, Nightmare, is produced by Tristan from Hamsquad, and it’s getting great feedback as well. We’ve got some songs coming out soon that are about to catch a hell of a lot of people off guard, so be on the lookout for those as well. As far as producers for the future, it really depends on what type of project im doing. For a short list of my favorite producers, I’d say I’m a fan of Sonny Digital, Lex Luger, Southside, Mike Will, The Olympicks, The Inkredibles, Young Shun, Marvelous J, Lil Lody, KaneBeatz, and D.Rich. While those producers might seem in the same lane, I’d say there’s a lot more producers I’d like to work with. Since he dropped Welcome to New York City, I’ve been wanting to work with Just Blaze for as long as I can remember, and I’ve always been a fan of Danjahandz, Zaytoven, Shawty Redd and Drumma Boy.
24: Are you happy with the feedback you have been getting from people on material you have released?
Vert: I’m pretty happy with the feedback I’ve had with my two singles as far as what people think about em. A lot of DJ’s have been getting behind On Fire, and we’re busy trying to get it major radio play. I think the main thing with the first couple singles is the fact that DJ’s and other people in the industry think that they sound like songs that are going to be hits. If someone can download one of my songs, and instantly see my potential, then that’s about all I can ask for. That being be said though, I’m not one to get wrapped up in the feedback as I’m constantly trying to improve what I put out. Like I said, me and my camp are by far my hardest critics. I refuse to put out terrible shit. Having a small number of great songs beats having a catalog of garbage. Gotta stay hungry, as generic as that may sound.
24: In today’s free download age, what do you need that you don’t to make yourself a household name
Vert: I think the key is continuing to put out music, and continuing to promote it. More importantly, you have to become apart of people’s everyday routine. It’s really a twofold thing, because if you’re putting out terrible music that everyone hears, you aren’t accomplishing anything, and if you’re putting out great music that no one hears or cares about, you still aren’t accomplishing anything. Maybe I’m crazy, but i feel I’m not the only who lives and thinks about life the way i do, so it makes sense to promote a lifestyle of what I’m on through the mediums that I’m on. For example, when I’m at the point where people are logging on and checking their tweets just to see what Vert’s talking about, then I’ve made it. With the type of music I’m trying to make, I need people continually entertained and talking about my music, because that’s how you stay relevant. You can’t be an artist that disappears, simply because there’s so much music that’s out nowadays. No matter how good you are, there’s always someone waiting to take your spot.
24: How do you feel about the current state of the Hip-Hop scene?
Vert: I think as far as sales, Hip-Hop is coming back, but as far as the quality of music, I feel as though it has stagnated a little. I’m not saying no good music is coming out today, but to be honest, a lot of rappers simply aren’t good. also, I think the problem is, like I said before, is that too many people are trying to be what they’re not. If you’re lyrical be lyrical. If you make music for the club, make music for the club. I’m not saying not to expand your catalog of music, but stick to what you’re good at. I think the problem is that hip-hop fans are stubborn. For example, some people think that if someone’s not lyrical, then they aren’t good. I completely disagree with that. Different music is for different moods. Illmatic’s one of my favorite albums of all time, literally, but I don’t want to hear that anywhere near a party. By the same token, I don’t necessarily need to hear Flockaveli all the time, even though that’s another one of my favorite albums. It’s just a matter of what you’re looking for in the artists you listen to. One dimensional hip-hop fans are what lead to this shitty music that comes out nowadays, and I stand by that 100%.
24: Outside of the music, what else are you currently working on?
Vert: I’m currently working on a law degree at the University of Missouri, as I just graduated college in May. Between music and going to school, I feel like I’m working two full time jobs, because I’m busy literally all the time. Despite all that, there’s worse problems I could have, so I thank God for my opportunities.
24: Where do you see yourself going in 2011 and how do you plan to separate yourself from the other artist out today to get the recognition you feel you deserve?
Vert: Since 2011’s almost over, I see myself continuing to put out good music, and work to get this first mixtape done. I’m a new artist, so me and my team are going to continue to promote as hard as we’ve been doing over the past couple months. After the first full project comes out, I see a lot of things changing, so we’re busy setting up the framework right now. 2012’s gonna be a hell of a year, and remember I said that.
24: How can fans go about contacting you
Vert: Hit me up on Twitter @theycallmevert, contact me through my fan page at www.facebook.com/theycallmevert or email me at vertlifestyle@gmail.com. I’m usually on Facebook or Twitter, and I respond to everyone, so my fans have an easy time if they want to get in touch with me.
24: Thank you for providing 24hourhiphop with this exclusive
interview, do you have any last words for your present and future fans
Vert: It’s a lifestyle.
