As her Buffalo based label Griselda Records continues to bring back everything that made New York hip hop great, the first lady Armani Caesar continues prove herself as not only one of the best rappers in the game but a young fashion/entertainment mogul in the making.
You first started rapping at the age of twelve, name some of the artists who inspired you.
I was inspired by all of the greats, Biggie, Tupac, Nas, Jay-Z, and Lil Wayne. I grew up in New York, so we were big on Dipset, Styles P, and of course, there was Lil Kim, Foxy Brown, even Nicki… She was coming up around that time. I was inspired by a lot of New York rappers.
What are your thoughts on how the rap game has changed since you began?
I think the idea of being lyrical has faded and left people to say whatever over a hot beat. You don’t have to think about what you’re saying anymore, at least for a lot of people. I do appreciate that there are still people who recognize the value of females who write their lyrics and the art of it.
Griselda is bringing back New York’s signature and authentic sound. The struggle to breakthrough as a hip-hop artist can be both psychologically and emotionally exhaustive, how did you remain motivated through the years?
I quit more times than I could remember. Honestly, I think it was just something that God put into me to do, and even when I wanted to quit, it just kept me going. That’s the only thing I can say, it was my purpose to do what I’m doing. It’s my purpose to build a platform to help motivate other people, females, and males as well, to become financially independent, to be bosses, and all of the things that I believe will help you become a better person in life. Just hearing people say how my music may have distracted them when they were down or uplifted them when it was time to get on their grind and get money… I think those stories help push me to do more and keep putting out music because it’s not only entertaining but it’s helping people.
Have you faced any specific challenge due to your being a woman in hip hop?
Yes, of course, being in a male-dominated industry, you’re going to experience some things that come with that like misogyny – people underestimating you because you’re a woman and not taking you as seriously, but I feel that’s really changing. It’s definitely situational. Once people meet me and get to know me, they learn I’m not with the shits (laughing). I’m not playing. They don’t play with me like that so we’re good.
They can only respect that. Circling back, how do you feel about the city of Buffalo bringing New York’s authentic sound back to the forefront of rap?
I feel like it’s long overdue. I am thankful that Buffalo is getting the recognition it definitely needs because there are so many talented individuals there. I also think it’s important that we are able to tell the stories of our hoods and where we came from because it’s relatable among the masses. You can hear the authenticity from everyone, not just in my songs, but from my fellow label-mates as well. It hits different. We’re not making music talking about other people’s lives or experiences. This is really coming from the horses’ mouths.
After building your brand on social media platforms including Instagram and Thriller, what made you decide that Griselda was the perfect recording home for you?
Everything came full circle. I grew up rapping with them. I was a teenager when we were all in a rap group together – well, everyone except for West. He was kind of playing the back because he really wasn’t interested in rapping at the time. I think circling back to my roots made the most sense. I think that they were the most innovative label and they still are, not only for what they do for the culture overall but for the culture of hip hop specifically. I think what they’re doing is amazing. It’s fresh and it’s new. And I feel the most comfortable there. I feel like these are my brothers, and I am ready to make history with them. I don’t see myself with any other group, doing what I’m doing here.
You and your label mates are making great music. You are also an entrepreneur with your own clothing line. Have you always wanted to work in fashion?
I feel like fashion and music go hand-in-hand anyway, especially in hip-hop. As you know, most of the moguls, once they were successful in music, launched their own lines. You had Diddy with Sean John and Jay-Z with Rocawear. You had Russell Simmons with Baby Phat, even though he didn’t rap, he was part of the movement. That’s the era I grew up in and I think it was something that I always wanted to do. As far as my career, I have always wanted to be known as a music and fashion mogul, not just as a rapper. It made sense for me to do what I was already doing as far as pulling looks for myself, looking cute, and inspiring others as well to do that using my larger platform.
I also created a manual to teach other people how to be creative and start their own businesses so that they can do the same. I am really just pouring back into my own people.
Regarding your manual, what is the title, and where can it be found?
It’s called The Seven Day Manual and it’s on my website, www.armanicaesar.com. Basically, it teaches you how to start a business like I did. I started my first business in 2016 in just seven days and I’m teaching people how to do the same, especially now with the state of America being how it is. If 2020 has showed us anything, it is that if nothing else, people need to have more than one stream of income. Going back to the manual, I am teaching people how to do that in a timely manner.
I started my business in December of 2016 versus at the top of the year when everyone is on that ‘new year, new me’ high that kind of fades out. During the fourth quarter, I kind of go in. I am teaching you not only how to stay motivated the whole year but how to start your business and set it up correctly by getting your tax identification number, the right equipment, business cards, and a website. I give you all of the plugs that I use including some of the vendors I use. It’s pretty much a one-stop-shop teaching people all of the things that I had to learn over the years. Hopefully, it will prevent people from making the expensive mistakes I made while learning the ropes.
You’re a role model for a lot of these rappers who don’t have their business in order.
Thank you, I learned years ago that I had a responsibility. We all have a responsibility to help somebody else and make that person’s life better, whether we have a small or large platform.
Share with our readers the most important lesson you have learned. Of course, it’s probably covered in your manual. If you had a freebie lesson that you’d want to share, what would it be?
I guess on the music side, it would be to make sure you handle your business well. You should know that no matter part of the industry you choose… Whether it’s music, an Only Fans page, or being a YouTuber, it’s business, first and foremost. Don’t get caught up in the hype of having a lot of followers. Use your platform to the best of your ability and monetize it. I can’t tell you how many times I have met girls while hosting, and I was getting paid more than them, and they had more followers than me. I know artists with 75,000 followers that are getting booked for way more than you think. Make sure you are reading your contracts and not falling for the okie-doke. Make sure that whatever you do, you do well and get paid for it
BE’N ORIGINAL
