Signed to Def Jam in 1991, Shug Jackson has been in the music business for nearly twenty years. Now in 2020, he strives to restore the feelings of hip hop’s past.
How do you feel about today’s music especially in the hip-hop genre?
I feel that today’s music on a whole is good, but lacks substance, especially in Hip Hop. I feel that the industry has clung onto whoever is hit at the time, and therefore the all the other artists try to sound like who’s hot and not really being true to what they do.
You were once signed to Def Jam in the early ’90s, in what ways has your artistry evolved to keep up with the times?
My artistry has evolved tremendously since I was on Def Jam, I’ve become more an artist and not just a guy who’s rapping over a beat. What I mean by that is, the lyrics and the track has to love each other, which in my opinion makes it a song that attaches to one’s Soul. I keep up with the times by simply writing about what’s going on in the streets, in people’s lives, so you can never get off track on that.
Do you believe that streaming services have been helpful or hurtful to artists?
I believe that streaming services have been helpful to artists in the way that it took the power away from the major labels, and back to the independent artist. It’s been hurtful in a way also because you can get 1 million streams and still not make any real money.
Your music has a very nostalgic feel, is that by design?
Yes, my music is nostalgic by design, and that’s because I like to go deep into the thinking cap of the listener. I like to take you back down memory lane and then thrust you into today, sorta speak. I love Music that can spark some kind of emotion in me, and I truly believe that’s the kind of music that lasts forever.
What can our readers expect from your latest body of work?
The readers can expect music and lyrics that are deep, fun, grimy, and very clever. Songs you can dance to, cry to, and songs that you can listen to if you’re just in the house cleaning. A well-rounded album that doesn’t sound the same. If you like storytelling, then you’ll love Shug Jackson.
How would you describe the overall sound of the project?
I would describe the overall sound as smooth, laid back, and soulful. A very soulful rap album.
For someone unfamiliar with your work, what song would you suggest they listen to first, and why?
For someone unfamiliar with my work, I would recommend them to listen to “Congratulations” first. The reason why is because that song really tells a story that everyone can relate to and gives them a clear idea of what Shug Jackson is about.
Name some of the new and current artists that you enjoy.
New artists, I enjoy, hmm. Da Baby, I like his flow and cleverness. Cardi B – gotta give it up to her, Drake, Young Thug, there’s a few that I listen to.
What do you say to people who feel that rap is a young man’s game?
The people that think rap is a young man’s game, in my opinion, are the people that refuse to grow mentally. Great music is great music, no matter what your age is, and as long as you’re talking about subject matters that hit the nerves, then you’re in the game, the hell with the age. It’s rap music, not young music.
Be’n Original
