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Interview: Q&A

Peter Jackson: Since I Was 16, We The North & More

HipHopCanada Spotlight feature for April 2015: Peter Jackson

Peter Jackson has once again bridged the gap between hip-hop and professional sports.

The NBA has always had a close connection to hip-hop culture, and in the past couple of years Canada’s team, the Toronto Raptors, have done their own share of embracing the local Canadian hip-hop scene. Drake was famously named the Raptors’ global ambassador a couple of years back, and even NBC play-by-play announcers are now referring to Toronto as “the 6ix” in their broadcasts. The influence is creeping in.

Artists from around the country have made songs paying homage to the team, and players themselves have been mixing and mingling with Canadian hip-hop, dating back to the CB4 days.

We The North

Now, with the Raptors’ 2015 playoff run in full swing, another ambassador from the Canadian hip-hop scene has emerged to support the team with a new anthem named after the team’s slogan. The team, fans and local radio have embraced Peter Jackson’s “We The North” as an anthem for the playoff run and and the atmosphere is vibrant. Further-proof can be found at “Jurassic Park” – the area outside the Air Canada Centre (officially known as Maple Leaf Square) which holds upwards of 7,000 roaring fans during any Raptors playoff game.

Peter Jackson is as big of a Raptors fan as you’ll find, and the love for his team shines through the record. Thousands of “We The North” CDs have been handed out, and, as a result, there’s a budding interest in the artist that’s used his talents to support the team at this exciting time.

Fans have been asking. The media is asking and even players and other artists are pushing the tune out as a huge show of solidarity for the team’s impressive drive. Game 3 will be a test, but “We The North” keeps spinning and the excitement hasn’t wavered.

We are still building the infrastructure of this industry. It’s going to be great for us.” – Peter Jackson

Jackson has been involved in hip-hop since the age of 16, and at 29, he’s done more for the Canadian scene than most can speak of. He’s brought classic artists to Canada on countless occasions, toured with the best, and recorded with legends. For years he took a low key approach to laying his foundation with 9-0-Nickel Entertainment, but eventually joined his own tours as a guest rapper and began to pursue his passion to be a recording artist. He released strong singles like the Die Mannequin-supported “Ma’Ma,” the Karl Wolf collaboration “#1 Fan,” and the D-Block smash, “Can’t Get Enough,” off his Fresh Start LP. Dues have been paid in spades, and his catalogue now speaks for itself.

Peter Jackson: Since I Was 16

PJ just spent a year putting together a full-length album — recording 40+ songs in the process — and the result was the March 31, 2015 independent full-length release, Since I Was 16. The album, eventually cut down to 12 songs, features an impressive array of guest appearances including JRDN, Tory Lanez (aka Argentina Fargo), YG, Jenna Glatt, Mazze, Livesosa, Emerson Brooks and RiFF RAFF.

After making it’s debut on iTunes Canada at No. 53, the project has climbed steadily and eventually cracked the Top 10.

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Before the release of his catchy “We The North” single, just prior to the Round 1 opener versus the Washington Wizards, Peter Jackson had already spent the early part of 2015 dominating the tour circuit. Aside from organizing some major Canadian tours, including B.o.B., Mobb Deep, Yo Gotti, Juicy J, The Lox, and Ghostface (with Cappadonna and GZA), PJ orchestrated his own 15+ date cross-Canada tour with special guest Sese to promote the Since I Was 16 album.

Anyone who has put together a tour can tell you how exhausting it can be to pull off properly, let alone planning several and creating an album at the same time. But when you have a solid team behind you, and can develop a system that works, it’s easier to replicate success. Especially with PJ’s well-known work ethic. Artists like Sese (known as Sayzee as of 2017) will co-sign that he’s the best kind of artist to work with:

Working with P, I can tell you one thing, this guy has fun and enjoys what he does. It’s evident. Watching how quickly he put that new ‘We The North’ record together in time for the deadline, and seeing the huge response is all the proof you need to see.

When it comes down to it, Peter Jackson is the quintessential “Do It Yourself” rapper, playing the role of CEO, artist and everything in between. The modern-day rapper is responsible for putting themselves on and labels are really only showing interest in artists that have a full blown movement to work with. With the support system he’s got in place, and the invaluable experience he’s collected over the years, Jackson is in a position to win.

Tour Life

The Since I Was 16 Canadian Tour is one of several occasions where the 9-0-Nickel Entertainment CEO has toured the country, but this was his first time headlining his own gig. It kicked off April 1 in Toronto and continues on into June, with more dates to come. The switch from supporting act to headliner is a great moment for any artist, and a heightened sense of responsibility:

“Honestly, it was very eye-opening for me. I’m used to going on right before the last act and trying to take fans from the headliner and turning them into my fans,” explained Jackson. “So it was a lot different going into a building where everybody knew me and absolutely everyone was there for me and the supporting acts. Gave me a real sense of what I’m worth in 15 different markets across Canada.”

The Future

With promotions for Since I Was 16 in full-swing, the support for “We The North” can only improve on the success the album has already seen. Peter Jackson has already announced the release of another EP for 2015, and it’s likely the song could be featured on the track list. One things for sure, Peter Jackson will continue to have a big impact on the growth of Canadian hip-hop, and his own artistry is on the rise.

As for PJ’s thoughts on tonight’s game against in Washington?

I’m excited for tonight, like I was for Game 1. We beat Washington 3-0 in regular season games and they are up 2-0 in the playoffs. It makes for a interesting story when we come back and win in 6-7 games.

The Raptors square off against the Washington Wizards at 8 p.m. ET inside the Verizon Center, Washington, D.C.

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Since I Was 16 is available on iTunes and other outlets.

Continue reading for an exclusive 1-on-1 interview with Peter Jackson below!


Q&A: Peter Jackson

Interview conducted by Jesse Plunkett for HipHopCanada

HipHopCanada: PJ thanks for stopping amid such a busy schedule to promote the new album. Congratulations on the release of Since I Was 16. With the project officially out and available, what was process of putting it together like?

Peter Jackson: Honestly? (Laughing) Long! I recorded about 40 plus records in 4 different studios over the course of the year. So, once I brought everything to my engineer, it was a hell of a lot of work for both of us to put it together and have it sound like a real project.

HipHopCanada: If you had a chance to convince a first time listener to buy the album by letting them hear just one song, which would it be? Why?
Peter Jackson: “Higher Ground,” because it’s the most honest record on the album.

HipHopCanada: Is that your favourite cut off the release?
Peter Jackson: Yes, and “Nobody.”

HipHopCanada: Since I Was 16 made it’s debut at #53 on the iTunes Hip-Hop/Rap chart and quickly climbed to #37. It looks like it’s going to climb even higher before the day is out. Had you given any thought to where the project might start out?

Peter Jackson: I know it’s at No. 15 right now on iTunes. I think I’ll crack Top 10 on Neilson Soundscan for sure as well, because a lot of people purchase on different outlets, and I’m on tour right now. I wanted it to debut at No. 1 but I’ll take it (Laughing). It’s the best first day sales I’ve ever had.

HipHopCanada: And congrats are definitely in order for that. Can you talk about the producers you enlisted for the project. Did you have specific people in mind before you started putting together or did you go through any beat CDs from new blood?

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Peter Jackson: Andy Burner, Vokab (he is a beast) PAM (an Indian producer from overseas), Dan Ablack (who’s also my guitar player in my band), Pilot Beats… I use producers I fuck with. These guys are all artists who inspired me.

HipHopCanada: What about music videos? Will there be further video support for the project?

Peter Jackson: Yes, both singles, “Prom Night” and “Hold Up,” along with a few more that are already done.

HipHopCanada: The track “Bill Clinton” featuring Ghostface Killah was originally supposed to appear on the album but you decided to hold on to it for something else. Can you elaborate on what that other project might be?

Peter Jackson: I’m releasing another EP later this year. I saved a few really dope records for that.

HipHopCanada: We’ve also been hearing about a new joint venture you have with Ghostface that is really starting to take shape.

Peter Jackson: Ghostface is a great artist that I’ve had the pleasure to really get to know behind the scenes. He has a new label and project called CanadaTakesTheMic.com that I am involved with. He’s a very great businessman. Very thankful to get to work and learn from him. He’s doing a press run right now across North America for it.

HipHopCanada: There’s also another track you left off the release called “Mind Blown” with Ace Hood and Jay Vado. When can people expect to hear that?

Peter Jackson: When I can clear the sample! (Laughing)

HipHopCanada: No doubt! (Laughing) The Since I Was 16 Canadian Tour kicks off tomorrow in Toronto in support of the new album. Sese is the special guest on each scheduled stop. What made you select Sese and are there any further collaborations planned between him and 9-0-Nickel for down the road?

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Peter Jackson: We distributed his album YFRwN3 and it just fits well with my style. He’s a great artist and I’m excited to do this tour.

HipHopCanada: We’ve had an official page setup with all the Since I Was 16 tour flyers for the past while, but there’s still more dates being added. People have been asking us if their city is being included so we’re bringing the question directly to you. What other cities are being added to the tour?

Peter Jackson: I know Halifax, Sault Ste. Marie, Surrey and Chilliwack, BC, for sure.

HipHopCanada: Speaking of tours, you’ve had your hand in some of the biggest hip-hop tours to reach Canada, putting on a ton of local acts along the way. What have been some of your most memorable tours to be involved with?

Peter Jackson: Naughty By Nature, I learned a lot from those guys. The Busta Rhymes tour was insane because he is one of the greatest stage performers I ever saw. Jadakiss tour, The Lox, French Montana. Too many to name. (Laughing)

HipHopCanada: Can you give us an idea of what other tours you have in store for 2015? Or which acts you’re thinking of bringing in?

Peter Jackson: Yo Gotti, Dipset Reunion, Busta Rhymes, Beanie Man, and a few surprises. Plus, I have Ghostface, Cappadonna and GZA touring right now.

HipHopCanada: Congratulations on recently becoming a father! Has fatherhood changed your approach to being an artist?

Peter Jackson: Yes for sure, I did a record called “Daddy’s Little Girl” on the album with JRDN 3 days after my daughter was born. We both had daughters a few days apart. I think I’ll be more cautious of how I speak, knowing she will hear every word one day.

HipHopCanada: If you’re daughter decides to get into the music industry, what’s the biggest piece of advice you think you could offer her?

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Peter Jackson: Not to be a Canadian Rapper! (Laughing) Naw, I would tell her to do whatever she wants but be realistic about everything and take the proper steps to learn the field your stepping into, whether it’s music or anything else.

HipHopCanada: Having been making moves and getting involved in the music industry since you were 16, you’ve seen a lot and have accumulated a priceless amount of experience. With the Drake era being undeniably the biggest Canadian hip-hop development in the past 5-6 years, how you think the next 5 years look for the scene?

Peter Jackson: Amazing. It’s only going to grow. We are still building the infrastructure of this industry. It’s going to be great for us.

HipHopCanada: You’ve worked with a huge amount of talented artists over the years with massive personalities. Who have you enjoyed making music with the most and can you give us a heads up on any collaborations you have lined up?

Peter Jackson: Sizzla Kalonji was the best experience because I got to learn so much in Jamaica. He is a great person. I’ve got a few records right now that are going to change things after this album. Everything I do right now is just a building step to the next thing.

HipHopCanada: A while back there had been talk about you joining the D-Block ranks. Is that still happening and/or do you have any future collaborations lined up with the Yonkers team?

Peter Jackson: That’s family. It’s not a label so I am not signed. But I respect them more then anyone in this game. Yes, I’ve got more records on the way with them.

HipHopCanada: Naturally Born Strangers picked up Rap Recording of the Year at this years’ JUNO Awards. I’m going to be the first to publicly proclaim right now that Since I Was 16 is at the very least a nomination at next year’s ceremony. How much thought does stuff like getting nominations or radio spins go into your day to day process of creating an album?

Peter Jackson: Honestly, I think I’ve been thinking about that award Since I Was 16. (Laughing) I don’t think that during the creative process you’re thinking you’re making a song that’s going to get you an award, but when it’s done, being nominated or winning is definitely something that’s in the plan. I’m happy for Adam Bomb, Tona, Rich Kidd. I never get mad when I’m driving in my Escalade and somebody in a Lamborghini passes me. It’s just motivation.

HipHopCanada: Taking yourself out of the discussion for a second, what’s the Canadian hip-hop project you’re looking forward to the most for 2015?

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Peter Jackson: I’m excited for Scrwg Scrilla album. It’s super raw. Flex The Antihero and a few others. I literally pay attention to everything.

HipHopCanada: Thanks for your time P. Any last comments or shout-outs?

Peter Jackson: I just wanted to thank everybody at HipHopCanada, especially Jesse, for everything you guys have done for me, and everything you guys have done for all the artists coming up through your system. You guys are huge support and a massive outlet that we need, so thank you.


For more on Peter Jackson make sure you follow him on Twitter and Instagram.

Artwork for HipHopCanada Spotlight feature for April 2015: Peter Jackson

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