Boss_Winter_2013-14

Kiprich
Hit Maker
By Kern Carter
You have a way of putting
out songs that really become
popular with the people. What’s
your secret? How do you always
seem to make that connection?
BOSS MAGAZINE ARTS & ENTERTAINMENT
Exco Levi
When preparing for an interview, I always inundate myself
with facts about the person or topic that I would be covering
so I’m armed with enough material to ask intelligent,
provoking questions. In that sense, this interview was no
different. I thought I had all of my bases covered and was
ready when Exco Levi called me from Jamaica. Little did I
know what I was truly in for.
I always learn something new when interviewing someone,
but never before had I been educated this much about a
topic and an industry I thought I knew well. But after getting
off the phone with the “Bleaching Shop” singer, I felt like I’d
just received a crash course in reggae music.
Exco had just recently come off touring Africa, and his first
comment shocked me. “I didn’t see one dance hall artist in
my two months on tour.”
I thought maybe Exco was exaggerating, but when I pushed
further, he explained. “Listen, dancehall is one month music.
None of them can sell out Cool Haus.”
It was hard for me to believe in an era when a twerk video
gets more views than a Barack Obama speech, that dancehall
acts aren’t doing big tours.
“Let me tell you,” Exco continued. “These dancehall artists
do Brampton, Toronto, and London [Canada] and call that
a tour. Then you have man like Berris Hammond tour right
through the year.”
Real Music
Real Results By Kern Carter
The more Exco spoke, the more I understood what he was
saying. And while he did mention that there are exceptions,
namely Mavado, his point was clear; great music travels. And
because “dancehall competes with itself,” as he put it, then
there’s nowhere for it to go.
But I had more questions for Exco. Why does it seem
like dancehall is so popular with people, particular this
generation and the generations after it? It’s as if everyone
knows the latest dance or the hottest rhythm.
“Blame the media,” Exco says with conviction. “Don’t blame
the artist 100%. If you feed the people with spoil milk, that’s
what they’ll drink. And the only way to reach fans is through
media.”
And it seems like dancehall fans have been drinking plenty
of it. But Exco isn’t too worried about what everyone else
is doing. He knows there is power in his music, and he has 2
Juno Awards to prove it. “Canada started me off officially so
give thanks.”
Though we were first to recognize, we certainly weren’t the
only ones. Exco has toured continents, and plans to continue
his push to become a big artist and brand. He’s preparing
a new single Wicked Evil Man Dem with friend and feature
artist Busy Signal. No matter the venue, everywhere he goes
his message remains the same; “Just love, love yourself.”
Couldn’t have been more profound.
I choose topics that people can
relate to and I keep my story
line from the start to the end. I
do not have any secret. Music is
a part of me it’s a lifestyle so my
inspiration comes from everyday
interactions.
You’ve also written some big
hits. Is it tricky writing music for
other artists?
No its not tricky writing music
for other artists, you have to
almost put yourself in that
person mindset, and pick a topic
that would fit the Artist. Being a
chameleon myself this is a very
simple task, and writing a hit for
an artist is not necessarily making
them re-do what they have done,
but to introduce something new
that will force them to step out
of the box. Sometimes prove
versatility and you need to be
versatile as an artist.
What do you feel has been your
greatest accomplishment in
your career?
My greatest accomplishment thus
far is gaining fans from all corners of
the world, breaking down language
barriers. To hear my fans that don’t
speak English singing my songs word
for word is humbling.
You’ve been in the industry for over
a decade. Have you noticed any
significant changes since you’ve
started?
The Dancehall hitmaker
let’s Boss
Magazine know
about what it takes
to write big tunes
for himself and for
other artists.
Yes, Change is inevitable and everything
will change with time. Some obvious
observations are more studios. Before
there were only a few, now it’s more
easier to record and technological
advancements that aid in sound and
recording of music.
What do new artists need to know in
order to have a lasting career in this
industry?
Education is very important. Get to
know the history of music and the
business of it and do it with passion or
not at all.
What’s the next move for Kiprich?
Learning to play an instrument and
taking Kiprich the brand to the next
level.
WINTER 2013 BOSS MAGAZINE
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