Born and raised on Chicago's South side, Adad learned early on the necessary skills to become a great MC. His tenacious delivery and reputation as a ferocious competitor first began while rhyming at what he describes as a "bootleg poetry jam" that "threw strip shows that high-school kids could get into." The somewhat seedy environment ignited a need in Adad to articulate the realities of life through rhyme.
It didn't take long for fellow South Sider and hip-hop fanatic Tone B. Nimble (co-founder of the All Natural label) to take notice, which ultimately led to Adad's stellar performance as one half of the group Eulorhythmics (Kenny Keys being the other half) on the album Extended Play. Since the release, Adad has kept somewhat of a low profile, but has surprised fans with two highly acclaimed mix-tapes, "St. Alfred Edition" and "Black Milk Edition." In recent months he's announced even further-reaching projects, including Green Street N Avers (the follow up to Extended Play) as well as an album with super-producer Exile, a Dilla-inspired producer who helped propel the career of underground phenom Blu. It seems that Adad has positioned himself for a good run in 2009, so Centerstage caught up with the busy MC to learn more.
Tell me a little bit about where you grew up and how you got interested in music?
I grew up on the South Side of Chicago, broke like everybody else, happy with a moms and pops who handled business.
What was it about hip-hop that spoke to you in particular? Do you remember the moment where you were like, "OK this is what I want to do"?
I knew it was on when I first freestyled in my freshmen orientation against a junior who was giving us a tour and trying to impress the incoming freshmen girls. It was my first time ever coming off the dome. It made me angry that he was trying to pass writtens for frees, slaughtered him. But when I heard [Black] Thought [of The Roots] do "Distortion to Static," the truth came to light and I had to own this game. As far as what made it speak to me it was my whole life, I grew up in it.
Can you take me back to your first performance?
It was at the world's most bootleg poetry jam buried somewhere deep on the South Side. It was a weekly competition that I kept getting slaughtered at; always second or third to this dude who called himself, "the raper man." He did poems about all of his felony offenses, some including what his name suggested. It was a ruff crowd, artistic thuggery in a dank room serving liquor to minors on 76th and Vincennes. They also used to throw strip shows that high-school kids could get into, fun stuff.
How did you meet Kenny Keys and was the development of Eulorhythmics a natural process?
Eulo wasn't a process it was an instant, we never discussed becoming a group or collaborating - we heard of each other, studied each other, met and made music. We're brothers, as close as you can get without sharing DNA.
It seems that you guys have been inactive for a while, but I hear a new album is complete. Tell me a little bit about that and what went into the project.
The project is about being an adult male, nothing more nothing less. The thought process, growing to own up to your mistakes, it's a sober piece of work. And if you don’t like real life music, your loss, because we're talking about exactly what you have and are [and] will be going through. The project itself is just derivative of Kenny and my daily conversations - that’s how we build songs. We sit down, blow trees, drink something and somehow when the smoke clears, always in one sitting, there's a song done, from start to finish. It's cool.
Will the album be released under All Natural? How’s the relationship between you and them?
Tone is my big brother; he keeps me grounded and humble. You know how you can have a grand vision but sometimes lack the insight to respect the painful and tedious steps it takes to win? He keeps me mindful of what a man's work is in this game. The label is real because they don't sell dreams, yet they invest. It's about being realistic but realizing you create your reality. I'll never leave All Natural. For every inch that I grow, so will my team. And yes, Green Street N Avers will be released through All Natural.
As a solo artist you’ve been linked to some amazing producers, Exile most recently. Are you guys working on a full-length together? What label is the new project going to be released under?
Tentatively we're looking forward to releasing our full-length through a label I'm not going to name, but it's a good label with a lot of respect and a hard-earned, well-deserved quality reputation. We're looking to drop by second quarter of 2010. Exile is the truth, wonderful to work with and very much a pure artist. I look forward to spending some time with him in the lab this year and I feel in my deepest of hearts he's equipped to help me grow as an artist and garner some valuable attention in this industry. Thanks for believing in me EX.
It's refreshing to see local talent branch out and work with some of the talented producers out West. I don't see it happen very often. Do you think that's a rut that Chicago has been caught up in?
For certain, Chicago does not nurture a sentiment of cooperation or shared glory. I think on an industry level our collective attitude is, well, infantile. Nobody seems to look at the big picture: No man's an island. If I shine you shine. Not us, it's all about me. I don't get a lot of love here. Nonetheless, for everybody making moves, hustling, struggling, I want to see ya'll shine.
What's your take on Chicago hip-hop right now?
I think it's the strongest it's been since I've been in the game. There's a gang of talent and some real live hustling going on.
What are some of the things about Chicago that inspire you?
The realistic and raw nature of the city, nobody holds a punch, people barely support each other. It's teaching me to grow teeth and be independent.
You seem ready for a big year. What are some projects we should keep an eye-out for?
Aside from Green Street N Avers, I aspire to drop an official project for each fiscal quarter of 2010 starting with Exile. I plan on following up with an EP on San Francisco's Frite Nite label featuring Low Limit of Lazer Sword from SF and NYC, Mr. Dibiase of Brainfeeder from LA and Salva. Also, crossing over into the beat culture movement happening on the west coast, an EP with Proh Mic, the gifted MC/singer/producer of recent Hawthorne Head Hunters fame, a self-produced project called MR. MIDNIGHT and a prolific, classic LP release of my own are in the works for the following year.
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