Montreal, QC – With his album debut receiving international acclaim, things are only looking positive for this groundbreaking Canadian lyricist. Uptown Montreal’s Rugged Intellect released the album, Renaissance Music: The Introduction, independently on July 24th through Boston, Massachusetts based Traffic Entertainment. To say the very least, Renaissance Music is exactly what this reporter feels the scene needed in 2007. No not just up here in Canada, but internationally. Renaissance Music gives us a perfect blend of modern progression and the “Golden Era” of the art form. It’s an intense, gritty, and, most importantly, unyielding composition of BIG music.

HipHopCanada.com first introduced it’s readers to Rugged Intellect through a 2003 interview with his group at the time, Blitzkreague. After deciding to focus on a solo career and make the international transition, we caught up with him again on April 30th 2006 to discuss his This Is Me mixtape. The mixtape created an impressive international buzz so it was a given that the album debut would have people talking.

That being said, it is still truly impressive to see the amount of coverage and media presence Rugged has garnered without any major corporate support or without having to conform himself in any manner. In fact, hip-hop's largest media institutes have had nothing but praise for Renaissance Music. The Source gave the album 3.5 out of 5 mics and describes it as having "a lyrical dexterity that parallels that of "Golden Era" emcee's on his largely impressive debut album."

AllHipHop.com echoed those sentiments with these words:

"For anybody who has never heard of Rugged Intellect, Renaissance Music's near-immaculate production may attract you to meet a talented, non-conformist MC who spits raspy, hard-nosed raps about the pursuit of success, the glory years of rap, and why Hip-Hop may soon be smuggling realness over the border from Canada."

Locally, the Montreal Mirror described the album as, "a truly classic collection of music that Montrealers and any head with an open ear, can get with", and gave it a 9 out 10 rating. X XL Magazine has also featured Renaissance Music in its Chairman's Choice column (August 2007).

So, without further ado, we bring to you Montreal’s Rugged Intellect for a very informative Q&A session dealing with the work he put into his album release, his views of the industry, his views of the state of the world and a variety of other topics. You don’t want to miss this one.

HHC: The Renaissance Man in the flesh! Rugged Intellect, welcome back to HipHopCanada.com. Other then working on the release of your album debut, what have you been up to this summer? Any traveling in the cards?
Honestly, this whole summer has been devoted to every aspect of releasing this album and making it available for fans across the globe. Working from a completely independent standpoint, the margin of error is a lot smaller and it is imperative to stay on top of the operations to make sure everything is going as it should. From staying in touch with retailers and checking on stock, to politicking with the distributor to doing press appearances and interviews, my time has been consumed with putting this release out properly. As far as traveling there's been lots of back and forth to New York and Boston, among other places. Aside from the support I get in New York, Boston and the rest of Massachusetts have been instrumental in generating visibility on the East coast. I also did a few shows down there, one of them with Souls Of Mischief this past July.

HHC: Nice! When we last linked up with you, you were preparing for the release of the This Is Me mixtape and were starting to go hard on putting together the album. What was the biggest obstacle to overcome in getting this album out? Was the release date pushed back?
In a capitalistic society and industry, the number one obstacle will always be the budgetary aspect because the amount of capital you have at your disposal will determine the amount of visibility your project will benefit from. Anybody working for a label, either independent or major, will tell you that you need at least a ten grand marketing budget to ensure adequate coverage. Fortunately, the visibility the album has been generating has not been from contrived marketing schemes but rather from some of the top urban media outlets that have showed the project an extreme amount of love without kissing anyone's ass. Besides, getting my album reviewed in The Source and other publications is a lot more gratifying than purchasing ad space that anyone with a budget can buy. Of course, one of the main consequences was the album being pushed back but at the end of the day I think that was extremely advantageous because the album dropped on a day many top underground artists released their projects so I was able to be part of that wave and benefit from some of the same light since the projects came out through the same distributor.

HHC: No doubt. The title of the album gives us a general idea but can you breakdown the concept you envisioned for this project?
Renaissance Music: The Introduction was the perfect title for this album in terms of presenting a collection of music that is a part of the catalyzing force restoring the merits of artistic-based hip-hop. It also serves as the perfect introduction of who I am as an emcee and what I represent all the way down to some of the lyricists that influenced me holding it down on the record.

HHC: You had a ton of big producers lined up for the mixtape and we can imagine you're working with the same crowd for your album release. Who did you reach out to for the album?
The beats on this album are musically superior and were produced by my mentor Domingo, Buckwild (DITC), Memo of the Molemen out of Chicago as well as Adam Sampler, and Canadian producers Apokalyptik and Frank Dukes.

HHC: What about artists?
Talking about this album would not be complete without mentioning the classic collaborations with Kool G Rap, Ras Kass, Heltah Skeltah, RA The Rugged Man, AG & Party Arty (DITC), Rustee Juxx and Solomon Childs. This album accomplishes many different tasks, like introducing me as a lyricist all the while showcasing my talents next to some of the best lyricists to ever do it which was something we felt would allow this project to make an sudden impact that could not be ignored. Domingo, as a mentor and co-executive producer, was instrumental in facilitating these collaborations and the records came out sounding phenomenal. People can check out the video for "Next Dose" featuring Ras Kass on YouTube or in HipHopCanada video section. The song with G Rap was also in XXL Magazine's Chairman's Choice column as one of the top underground joints a few months back so the reception has been excellent.

HHC: There is an argument often made that artists are relying to much on features and not putting enough emphasis on solo songs. What is your take on this and how do you find a healthy balance?
I think that argument is valid for weaker artists that need those extra credentials to buy otherwise sub par projects that are centered on a ringtone single or serve as tax write-offs at their respective labels. For an artist of my caliber, collaborating with such legends places me at a different echelon than the average independent artist struggling for visibility by allowing rap fans to get a lasting impression from the first time they hear about me. From the artistic standpoint, who I am as an individual and as an emcee are properly represented on the album and I orchestrated the collaborations by picking the beats, writing the hooks and situating what would be appropriate and where. This project is a lot more than just Rugged Intellect the emcee spitting lyrics. Myself and the team I work with put together a project that will stand the test of time as one of the most surprising debuts from an unknown artist featuring some of the best lyricists to ever do it.

HHC: What song on the album is your favourite and why?
Due to the varied content on the album, I have a favorite song every day depending on how I'm feeling or what's stimulating me at that moment. For now, it's definitely the solo version of "Say Goodbye" because that song is a true encapsulation of my comeuppance as an emcee and individual trying to make it despite the various obstacles that I refused to let derail me. Furthermore how could you not love a song whose hook features the line "If you ain't feeling my music then get a vibrator!" [Laughing]

HHC: Are you dropping any videos with the albums release?
I realize that not reaching out to governmental programs for artistic development may not seem like the brightest decision but I am a firm believer in succeeding by my own means. Therefore, it is unlikely you will be seeing my caucasoid visage on your television screens anytime soon (thank heavens). However, thanks to media outlets like YouTube, I am able to broadcast whatever material I please and without having to be judged by a panel that will determine if my material meets their standards for acceptable broadcasting. Being that this is a timeless release, I will continue working on creating more visibility for the project so don't be surprised if you do end up seeing more videos in the future but I guarantee you the only standards they will be meeting are my own.

HHC: I don’t doubt that for a second. Where will Renaissance Music: The Introduction be available and what kind of marketing initiatives are you undertaking to get the word out?
The album was released internationally July 24th through a distribution deal with Traffic Entertainment out of Quincy, MA. Another factor that contributed to album delay was making sure we had the right situation as far as global availability because I firmly believe in the project and its ability to appeal to heads everywhere. I'm not going to go ahead and drop jewels about the specific marketing initiatives that have been effective but I can say that the media blitz has been intense for urban media outlets everywhere. Ironically due to the inefficiency of the original Canadian distributor, the album is not yet available in stores in Canada which I find particularly aggravating but we are in the process of locking down nationwide distribution that should see the album in stores this September. Amongst other factors, I didn't think it was in the best interest of myself or the fans to have the CD cost $27.99 in stores. For all the Canadian heads reading this interview, if you want to purchase the album directly from me, go to http://www.ruggedintellect.com where you can get the album for 11$ including shipping and handling which includes a free copy of The Gwop Era mixtape and an additional 15% off if you input the code HIPHOPCANADA at the order page.

HHC: Don’t sleep! You mentioned before that you were focusing on Canada and the United States to begin with and would then be tackling Europe. While homegrown Canadian sales continuing to disappoint record labels, it's no secret that Canadian hip-hop has faired well in the European market on more then one occasion. What's the first thing, in your opinion, that an artist needs to do before making the leap into an entire new continent? You've already had the experience of switching to a new market so I'm interested in seeing what your perspective is.
Actually, infiltrating the European market has been particularly enjoyable because I am receiving tremendous amount of love from places like Belgium, Germany, France, the UK, Netherlands, Switzerland and others. I think the first thing an artist needs to do is make sure they have some quality music because as quick as Europeans are to show love they will tear you down just as fast if your material is mediocre.

HHC: That being said, which Rugged Intellect record do you feel is getting you the most love in the States? Canada? Europe?
I have been fortunate to receive an extreme amount of love for every joint that I've put out thus far but I can say that having my track "Biters Block" [listen] in The Source Magazine's FAT TAPE was especially gratifying considering it was up there with some big names like Timbaland, Bone Thugs-N-Harmony and 50 Cent even though my music is straight underground.

HHC: What's the biggest misconception about putting out a debut album, if any?
I think the biggest misconception that artists have when putting out an album is that people will actually pick up the album just because it's out there. It's a fact that only 2 percent of independent releases that come out every year will come out to sell over 1000 copies. While sales do not determine the quality of one's music, what is the point of working hard to release an album and only have it reach the 50 heads in your entourage and the rest of your local hip-hop community. From day one I've groomed myself to put a strong emphasis on visibility for my music because I know the material is hot and I want as many people possible to feel the same way.

HHC: Tell us about any tours or shows you have coming up in support of the album's release. Where and when can people check out a show?
I've been doing shows across the East Coast this past summer opening for the likes of Slum Village, Souls Of Mischief and even Ice-T. There are a few European opportunities that are being worked on at the moment as well as more dates in Canada for the fall. Check out the website for full updates as to when and where these dates will take place.

HHC: Do you make it back to Montreal a lot and are you working with any new Canadian talent?
Actually, I do make it back to Montreal quite often because contrary to popular belief I still live in Montreal. I do a lot of traveling back and forth to the US but home base remains the 514 because the immigration processes is extremely stringent post-9/11. Traveling can get a bit strenuous but it is all worthwhile to get things accomplished. As far as new Canadian talent, my album features the production talents of three of the dopest up-and-coming producers coming out of Canada: Frank Dukes, Fatsak and Apokalyptik. Frank Dukes hails from Toronto and has done work with Joell Ortiz, Lloyd Banks and Maino, amongst others. Apokalyptik is from Montreal and is a good friend of mine that produced some of my first records back in the day. He did the deepest song on the album, "Truth and Consequences." Fatsak is another Montreal cat with mad skills and he produced "Biters Block”.

HHC: We recently interviewed Eternia who also moved to New York City to pursue her career. While discussing the difference between Toronto and New York, she commented that "anything anyone did in NY was driven solely by money" and "in Canada, yeah people are trying to eat, but we can also be driven by other motives as well. It’s not the almighty dollar over our own soul, you know? I believe in balance." You've been down there for a good minute now, what's your take on her comments?
Based on my experiences in the United States and in the music industry as a whole I can say that it is definitely about money because hip-hop is now a multi-billion dollar industry that touches almost every sector of pop culture. As an artist, I do not hold monetary gain as my sole purpose for creating music but I understand that if my record is to be successful then it is to be treated like a product and marketed as such.

HHC: Well put. Aside from your own camp, which artists do you have loaded up on the iPod? American? Canadian?
Aside from my incessant old school hip-hop addiction with the Rakim, G Rap and Kane records, I have been on a straight DITC diet as of late. Working with Adam Sampler and Expertism Music Group, who is currently handling affairs for Show & AG, I have been listening to their as-yet-unreleased new album that will be available this fall entitled "The Show & A Experience." The material is absolutely classic and I have been glued on every track but my favorite is definitely "Live Hard Die Harder." If you want to hear some of the songs you can check out AG's MySpace page at http://www.myspace.com/AGDITC.

HHC: There is a lot of talk in the media at the moment about various prominent figures calling upon the banning of the words ‘ho’, ‘bitch’ and ‘nigga’ from rap music. What is your take on that and do you feel they could ever succeed in getting these words stricken from corporate supported hip-hop?
Of course they could succeed in removing these words from corporate supported hip-hop because the corporations are the real people with the power to change industry standards at the drop of a hat. These are the same powers that made it so that message-driven hip-hop has now taken a backseat to hip-hop artists that contribute to the furthering of ignorance, crime, and stereotypes we as the hip-hop culture have been trying to eradicate for years.

HHC: I know you're very in tune with world issues and the state of society so let's step away from the music for a minute and talk some politics. Do you feel Canada is doing the right thing by staying in Afghanistan any longer? How do you feel about the fact that Canada has gone from being viewed as one of the leading peacekeeping nations to now being on the offensive end?
To be honest with you, Canada's staying presence in Afghanistan further cements the notion that Canada is no longer its own independent sovereign nation but actually the United States' little lackey. I believe this is the first step in Canada being swallowed up by the United States and forming the North American Union, watch...

HHC: What is the biggest impact you feel President Bush leaving office in 2008 will have on the world?
To be honest with you I'd rather not speak on anything to do with the Bush Administration at the risk of being persecuted by the Order of Death and sacrificed at the Cremation of Care down at Bohemian Grove! [Laughing] No, seriously I don't think Bush stepping down will have as much impact as people would like it to have. The majority of people are unaware that every American president whether Republic or Democrat belongs to the same elitist organizations and carry out an agenda that has been designed to psychologically enslave the population so no matter who is in power the same agenda will be carried out although with a different figurehead to cast blame upon.

HHC: As you just mentioned, there has surprisingly been talk recently about President Bush and his North American counterparts creating a North American union similar to the European Union between the U.S., Canada, and Mexico. Is there a lot of concern about this down south and do you feel Canadian sovereignty is at stake?
No matter how you look at it, the North American Union is going to happen very soon and Canada will eventually become a part of the United States. The United States could invade Canada if they wanted to at any second, because they have more people enrolled in the army than the population of Canada put together. Canada is a very attractive prospect to the United States as we share common borders and have tremendous natural resources that would make it appealing for any potential invader.

HHC: Whew... enough of that. I find it very depressing. Back to music for a minute or two.
[Laughing] No doubt!

HHC: What's your newest single and how did that track come to be?
The newest single is called "Say Goodbye," and it also has a remix to it on the album that features Sean Price, Party Arty, Rustee Juxx and Solomon Childs from Theodore Unit. The joint is banging and currently getting major burn on many college radio stations everywhere!

HHC: No doubt, that’s a big tune. Thanks for coming through Rugged, it's always a pleasure. Drop some shout-outs if you'd like and let's get one more plug for your album.
Much respect to HipHopCanada.com for the interview and for being the number 1 resource for Canadian hip-hop. I really appreciate what you guys are doing for the country's hip-hop scene. As for shout-outs: major respect to the whole Renaissance Music/Expertism team, my dude Domingo, Robz motherfucking Vega, Big Drew, Oafelina, and everybody reading this interview, much respect! Make sure to check me out on http://www.myspace.com/ruggedintellect for collabs, interviews, shows or whatever else. Keep it locked!

Editor's note: For more information on Rugged Intellect check out http://www.ruggedintellect.com and http://www.myspace.com/ruggedintellect. Also, as stated by Rugged during the interview, if you mention HipHopCanada.com when purchasing his album at his site you will receive a 15% discount! Support good Canadian hip-hop!

Listen here:
Rugged Intellect f. Party Arty & Sean Price - Say Goodbye (RMX) [listen]
Rugged Intellect - Biter's Block (Prod. by Frankie Fatsak) [listen]

  

Johnny Mazaratti Johnny Mazaratti has been on the scene for over 11 years and has written for HipHopCanada.com for almost 8 years, since its conception. His list of completed interviews is full of characters and ranges from well-known stars to up and coming artists. Some of the artists/producers that Mazaratti has interviewed include Styles P, Red Cafe, Cassidy, Bishop Brigante, Mayhem Morearty, Papoose, Lil' Scarppy, Krayzie Bone, MC Lyte, The Alchemist, DJ Kemo and many more. Mazratti has also written for Skratch Magazine. Johnny is not be confused with Mario Montana although many have speculated they are the same mastermind at work.