90s BACK

By ANTHONY MCLAUDE

It’s Beyond Music: The return of a young, Huey Newton is in full force, and 90 ONE is back and ready, and he’s going harder than ever before in order to bring around a change that counts. In our discussion, I had the chance to sit down and shoot a variety of very important questions to the up and coming Hip-Hop artist, 90 ONE. The lyrical Emcee speaks on his upbringing, organizing events, President Trump’s wall vs. the open border, his upcoming 7 track EP, “90s BACK,” and working alongside Beyoncé’s father, Matthew Knowles’s record label, Music World Entertainment.

Hey, man! How’s cupid been treating you on a day such as this?

90 ONE: I honestly forgot it was Valentine’s Day (laughs).

LMAO

I often ask this question to my guests. if you could wife any historical female figure from the past or present, who would it be and why?

90 ONE: Hmm, let me give some thought into it. So, I would pick Erykah Badu. I pick her because of the lifestyle she chooses to live. She’s very spiritual and that’s what I’m into as well.

On social media, your biography says that you’re a creative director, event organizer, and host. Could you specify what your role in all of the three fields are?

90 ONE: I do creative direction for all my projects and I also assist in creative direction for other artists. For example, I will help an artist put a mix tape together, come up with cover designs, song orders etc. I was the creative director for my last music video “Deep Cover”. I wrote the video treatment; chose locations, wardrobe, etc. Then I shared my plan with the director in order for him to bring it to life. I’m really good at organizing events. I had a really great event last year called “The Photobomb” (I can send a link to the recap video). I take pride in creating experiences for my guests at every event I do. A memorable experience is more important than a night of fun. An experience will stay with you for years to come. I’m a people person and have a natural gift of gab. So, hosting events, shows, and parties comes easy to me. I will direct the event and keep guest informed on what’s next to come.

Are you originally from Temple, Texas, and do you currently reside there now?

90 ONE: Yes, I’m originally from Temple. Born and raised for 12 years. I moved back to Houston mid-8th grade and was there until my first year of college. I moved back to Austin in 2010 and have been here since.

Last year you signed with an independent record label under Matthew Knowles’s label, “Music World Entertainment,” then shared that things were not working out for you the way you have envisioned it.

90 ONE: I was supposed to be under “Artist Development” and they told me they wanted to rush the artist development process to get things started faster. I was all on board for this. I’m always looking to grow as an artist. They set me up with a producer in Dallas for the ENTIRE 2017; I only went to Dallas maybe 3 times. We didn’t get anything accomplished, we didn’t get any songs recorded, and I wasn’t reimbursed for my expanses as they promised. I knew what I was worth and they were slowing me down. So, I requested to be let go. I’ve done more in the first two months of 2018 than they did for me in an entire year. I didn’t feel like my career was a priority to them, so I had to gain my control back.

Is Matthew Knowles who I think he is?

90 ONE: Yep. Beyoncé’s, dad!

How did you initially get signed with “Music World Entertainment,” and how was the process of working alongside Beyoncé father?

90 ONE: Well, once I got signed I never got to speak or see Matthew again. I was basically on a sub label under his label. But, it was all a part of Music World. I had entered into a talent search competition he had in Houston. I went and performed in front of him and other industry people every Monday for 4 weeks. During my final night I had given one of the best performances of my career and I had got eliminated. The crowd was shocked as many of them had attended all 4 weeks and I never got any feedback. The next morning they called me and said they wanted to sign me. After that I had no word from Matthew and very little from the person that was in charge of the label.

Let’s backtrack. From what you’ve told me a few days ago, you underwent a whole name change from 90 ONE to Eric Wizdom. Could you explain the reasoning behind this?

90 ONE: Music World. They told me they wanted something more marketable. And I was open to using my real name. But, now I think it’s because I already own 90 ONE and they wanted complete control.

How did the name 90 ONE, come about?

90 ONE: The number 90 represents my style and my influences. The word ONE comes from being one with who you are, being connected with a higher being, and understanding that we’re all one. It represents unity and love for all.

A similar artist by the name of Prince went through the exact same issue you went through, except his reasoning was because Warner Bros’ had the rights to his name, so he changed his whole name and replaced it with a symbol, and he still overcame his oppressors and flourished as an artist by selling his newer music and being independent.

90 ONE: It’s inspirational. These labels take control of artists and it isn’t right. That’s why I’m educating myself on the business side of things now. There’s power in knowledge, and it’s easier for independent artist to be their own boss now days.

What was your upbringing like growing up?

90 ONE: I was raised by women. My mother had me at 21. My great grandmother was a big part of my life, and my mom’s mother was as well. We didn’t come from the best neighborhoods in Temple, but we still were doing a lot better than others we knew. My great grandma was very protective. I’d often get frustrated when she wouldn’t let me go hangout or let certain people over. But, it helped me in the long run today. She instilled a lot of things into my character that I wasn’t aware of at the time.

Usually when I interview an artist, I find a similar aspect or style to their music that matches the music from happier yet rugged and more realistic times (if that makes any sense.) Now, with you I definitely could say that you were inspired by “The Golden Era of Hip Hop,” correct?

90 ONE: Yes, most definitely. A Tribe Called Quest is my biggest influence, RIP Phife Dawg. When the internet really took off it allowed me to explore more than just sounds of the south. I’m a huge fan of Hip-Hop. I’ve dug deep into the online crates, from De La Soul to Wu-Tang Clan. Slick Rick was a huge influence because of his stories, Big Daddy Kane, NWA, and KRS-One. I could honestly go on and on.

You went all in and absolutely did your thing on that “Deep Cover (Remix)” music video. It brought me back to that old school Hip-Hop, the way it was meant to be. What inspired the lyrics on this cover, and what is the meaning behind the music video?

90 ONE: The current state of America is where the lyrics came from. I wrote it during Hurricane Harvey and “Deep Cover for my brother’s cause’ the streets are flooded.” It was hard to sit back and watch my friends lose their homes and go through everything that Harvey brought. It made me angry because Trump doesn’t care about us. It felt like Katrina all over again, but just under different circumstances. I had already planned on writing to that beat and the timing with everything just matched. The inspiration for the video was “Fight the Power” by Public Enemy. I just put my own twist on it. I always thought it would be cool to be a part of the Black Panthers, so that was my way of being Huey Newton for a night.

Are you aware of what these leaders have in store for humanity, and what their agenda represents?

90 ONE: I’m aware of the control that we’re under. I’m always looking for new knowledge (its power). They can only control us when we don’t think for ourselves. My overall goal with my music is to gain influence. I want to turn things around. Even if it’s on a small level! I want more people to be aware. We’re still slaves.

I understand where you’re coming from in regards to President Trump. He can be crazy as fuck at times. But his intentions are not to throw anybody out, he just wants illegal immigrants to be able to come live in America legally.

90 ONE: I actually agree with the wall. I saw a video of how easy immigrants were climbing the fence and thought “damn, we need a better wall” (laughs). Trump as president doesn’t get to me too much. It’s the things he says and does that raise my eyebrows. But, then again, maybe its America’s reactions to his crazy antics that bother me. A lot of double standards and hypocrisy! Mostly from the media! I think he needs to be held more accountable due to his position he’s taken.

What made you want to be an Emcee?

90 ONE: I’m not sure, I was always that kid in the car rapping and singing every song, word for word. It felt good when I would memorize a song and could recite the whole thing. I used to see how fast I could memorize new songs. In 5th grade, before we had Genius.com and could search lyrics, I would go home and listen to “Word of Mouf” by Ludacris. Roll-Out was a big song at the time, but I never knew what he was saying. I remember sitting in my room with my Walkman writing out the lyrics to his song. Once I finished it, I memorized it and made sure everyone knew that I knew all the words at school the next day. What made me become a fan of words in music; I never felt like I had a story to tell, so I figured I’d never be a rapper. But, I knew at a young age I wanted to work in music. What actually inspired me to rap were two things that happened in 2009; I went to Texas Southern University. There was this group called the “VS Boyz,” they would make songs and do shows at this club I promoted for. I just felt like if they could do it then I could. But, when my great grandmother passed that year, I just really started focusing on rapping. It was an escape.

You are an artist who definitely has the look and stage presence. Your flow is like a mixture of old school Hip-Hip/Lupe Fiasco, and you have a strong resemblance of Fredro Starr from the legendary rap group Onyx. Do you get that a lot?

90 ONE: I’ve never gotten that, but probably because most people now days don’t know who he is (laughs)! I’ve had Lupe comparisons before. Ironically, I do get told A LOT that I look like Ludacris, and occasionally Hakim from Empire. And thank you, I’m glad I’m able to keep the trueness of an Emcee alive through my delivery.

Are you tired of being sick and tired about the current state of Rap/Hip Hop? There’s a lot of 3rd grade level mumbling going on in the music industry.

90 ONE: Yeah, I really am. I wish I was born in the mid-late 70s or 80s, so I could have been a rapper in the 90s. Even the 2000’s were good. Don’t get me wrong, a lot of the new stuff “sounds” good. But, there are not a lot of new artists/songs that possess the traits of Hip-Hop that made me fall in love with it.

They’re basically trying to dumb all of us down into accepting their system, because if nobody is smart enough to know right from wrong, and are ignorant to what’s really going on in this world, then they’re going to be very easy to deceive once the shit really goes down.

90 ONE: Oh yeah, and we’re not far from it. I feel this is only the beginning. You should read “Outwitting the Devil” by Napoleon Hill. It was a life changing book to me. It opened up my eyes to a lot of things, and it helped me to understand how the universe operates. The law of hypnotic rhythm is what’s at work. The universe laws are everything, and fully understanding them is how you can gain control, good or bad.

If you could choose to collaborate with any artist in the music industry, who would it be, and why?

90 ONE: Bow Wow (laughs). He was a huge inspiration and the child in me would love to see that happen. Pharrell, Kanye, and most definitely Lil Wayne, just to name a few! And Big Sean!

Bow Wow is a huge surprise to me, for real (laughs).

90 ONE: (Laughs) it is for most people. But, dude did a lot for the game back in the day, and he had a lot of great people around him.

Are you planning to stay in the music industry for the longevity and true art form or for the quick and leave pay check?

90 ONE: Longevity. That’s so funny; I was asking myself that today.

Do you plan on staying true to yourself and everyone around you or are you going to turn heel, forget where you came from, and sell out to the corporation?

90 ONE: I have to stay true to myself. I’ve lost myself before, and I have not been myself before. I know what it feels like, and I also know the joys of being my true self. I’ll always be ONE with who I am. I feel it’s always better to know who you are not than knowing who you are.

As someone who’s in it for the longevity and true art form. Which albums would you list as your favorite albums of all time?

90 ONE: I’ll do top 5 albums of my lifetime (it narrows down a huge list). No particular order, 1. Kanye West – Graduation 2. 50 Cent – Get Rich or Die Trying 3. Kendrick Lamar – Good Kid, M.A.A.D City 4. OutKast – Aquemini 5. Jay Z – Reasonable Doubt.

What’s life like for you when you’re not writing music, and recording in the studio?

90 ONE: I'm planning events and shows. 
How true is the fact that you’re one hell of a Photo bomb expert?

90 ONE: (Laughs) Maybe when it comes to the event. I tried to photo bomb this girl’s picture last weekend, but I had got caught. I always got caught. They usually just let me join in though (laughs).

What can we expect from your next project, the 7 track EP, “90’s Back,” and what inspired the title of the record, and when will it be released?

90 ONES: Rap! Rap! Rap!  You’ll get to hear my delivery, and lyrical skill, and very few hooks. I wanted this tape to make people say “man, this guy can spit.” You’ll get the melodies, catchy hooks and full songs on future projects. It’s titled “90s BACK” to signify my return from Eric Wizdom in 2017. I’m back and I’m going harder than ever. It will be released by March 3rd.

In closing, who is 90 ONE, and what does he want to be remembered for?

90 ONE: 90 ONE is a leader. Here to inspire others to be themselves, love them, and love others. I want to be remembered for making a difference that counts. I want to inspire others to pursue a better version of them. I want to be remembered for my positivity, love, and my efforts in the world, not just in music.

Watch 90 ONE - Break

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