Richie Sosa Exclusive Interview By: Tara Muldoon

Permission to repost this interview, granted by Tara Muldoon...One of the Lady Advocates of Canadian Hip Hop.


"And every so often, an artist comes along that changes hip-hop"- Jeff Chang, Can't Stop, Won't Stop



Toronto, ON - Richia Sosa is the first to let you know he's got "it", but also the first to tell you he's still building his empire. Lyrically talented but also business-minded, he first came onto the hip-hop scene dropping mixtape verses and guest appearances. He now has a house-hold name in Canadian urban music and is expanding- in a big way. Richie Sosa (Real Ignorant Curb Hustling In Effect Son Of a Street Animal). first sat down with HipHopCanada two years ago. Check out how far he has come and where he's going. Also, be sure to look for the question regarding Richie Sosa's upcoming collaborative release with HipHopCanada's new label, HipHopCanada Digital.

HipHopCanada: The first time HHC caught up with you, two years ago, you were building a name for yourself. That has obviously changed quite a bit . . . update us!

Richie Sosa: I've been on the grind, getting situated with the right tools. I've been working hard to be larger than life, working on that game plan which is piecing itself together. Even before the last interview, "I Bang" was done -- that track is over three years old, imagine what I've got stored now. I'm trying to motivate everyone coming up and hyped for my own projects; be it mixtapes (Banned From America, Sample Me) or an upcoming debut album which I'm always working on.

HipHopCanada: Stolen From Africa did an interview with you during the Stylus Awards where you commented on how DJs made you who you are. How has the mixtape game influenced your career?

Richie Sosa: DJs have definitely helped to positively impact my career. You see, no one really cares about how good you are. At the end of the day it's about business savvy and connections.. Take Kardinal for example, I've been listening to him for almost 15 years and he's only now busting out on an international scope? People started to catch on with me when the Big Mike or the DJ Drama mixtapes came out. Society is so superficial, sure some of my fans were there from day one but in the case of popular culture, especially when you're dealing with the masses, they usually don't support you until you have been co-signed by someone of influence/power. So, with that being said, it's important for me to acknowledge the DJs who supported me since day one: Asiatic, John J, P Plus, DJ Ritz, Ill Kills. It all starts with the
DJ.

HipHopCanada: "I Bang" had international support, including on SHADE 45 and Hot 97. Was that the pre-meditated or did the track blow up off the strength of it being a banger?

Richie Sosa: It was both, you know? An artist always hopes for the utmost amount of support off the jump. In the case of "I Bang" we pushed that record as hard as we could. It's funny, 'cause the first version we put out featuring Knoxx Hoffa received very little response. But, the second I put an American on it, people took notice and supported the record. And as a Canadian, I feel that, that's the sad part.

HipHopCanada: As a Toronto hip-hop artist respected across the country, what do you feel separates you from the rest?

Richie Sosa: The main thing that separates me from the rest is quality and consistency. Those are two elements of my work ethic that I really pride myself on. There's a lot of people who are satisfied putting out the bare minimum, or the expected status quo . . . but not me. When I put out a record every element of it is going to be at the best possible quality and so will every record that follows it. I'm a perfectionist and I try to surround myself with individuals who strive to do the best. That’s why I love HipHopCanada forum posters - they are so critical and it keeps me motivated.

HipHopCanada: You've been working a lot with Remo da Rapstar. How did you connect with him?

Richie Sosa: Well, Remo was working with Zale on some things and he connected us. From there we both clicked on a musical and business minded level. We both respected each other's music and we knew that us working together would help us both cross over into markets (countries) we were previously not as prominent in.
Richie Sosa - Banned From America


CLICK THE COVER ABOVE TO DOWNLOAD THE FREE MIXTAPE

HipHopCanada: Dope. In 2006, you said Canada had yet to enter its own Golden Era. Do you feel we're on the verge of getting close?

Richie Sosa: Canada is definitely on its way. It's a small pace but people don't want to work. No one wants to pay and support. When Kardi's album dropped everyone in the country should have supported, even if you're not a fan. That was a big opportunity for urban Canada to prove to the world and ourselves that we can succeed when put on a bigger pedestal. Problem in Canada, actually in the industry itself, is that we have a me first mentality; people on the whole don't value and respect music or the grind anymore. When everyone and their mom stops wanting to be a rapper and decides to support things will change drastically for the better.

HipHopCanada: [Laughing] So true. Who are you feeling out of Canada right now?

Richie Sosa: Anyone working hard. It's not easy in this city and people are pushing hard. I'm feeling everybody - Luu Breeze, Mayhem, Drake, Famous, PB, everyone . . .

Luu Breeze, Richie Sosa, Mista Bourne, Massy. From the
"A Star Is Bourne" Album, produced by Cment of Legion Of Beats

HipHopCanada: What's in your CD player right?

Richie Sosa: THAT JEEZY. I still buy CD's . . . I recently went on a rampage and bought everything. But that Jeezy album is dope.

HipHopCanada: What's your favourite track to date that you've done?

Richie Sosa: "Sick In The Head Part 2" definitely. It's produced by Big Pops.

*Sick In The Head Part pt.1 (from count money vol.1)

HipHopCanada: Anything you've learned in this biz you wish someone would have of let you know?

Richie Sosa: Definitely, knowledge is power. Music, as in any business endeavour is about knowing your target demographic as well as the consuming environment. Right now, blogs and the Internet hustle are a major component of the industry. I've learned that it's all about applying what you do know while keeping an open mind to what you don't know.

HipHopCanada: How can you be reached?

Richie Sosa: Get at me! Ineedsosa@gmail.com or hit up the MySpace - www.MySpace.com/RichieSosa.

HipHopCanada: One last question, how did the upcoming digital project that you and HHC Digital are releasing next month come about? Shameless plug!

Richie Sosa: I have had a good relationship with HipHopCanada.com since day 1. They have a firm belief in my work ethic and my music. So it was only right that they contacted me to be involved with their union with Koch.

HipHopCanada: We'll definitely have more information on this release available soon. Thank you for your time, Richie Sosa. Do you have any shout-outs?

Richie Sosa: Thanks to HHC. Shout-out to CMC, Soundsmith, MegaMan, Boi-1da, Zale, Esco, Dragz, everyone at Diamond Factory Studios, TrunkHustlers, Remo, All City, every DJ and radio station (local and abroad). And finally, EVERYONE supporting, peace to the Gods. Also make sure you download Banned From America!

Editor's note: For more information on Richie Sosa, check out http://www.myspace.com/richiesosa. Also, in case anyone is interested, this is HipHopCanada's 500th published interview!

*Additional media added by Legion Music & Media

THE 2ND OF THE POWER OF 3 SERIES, THE LADY ADVOCATES OF CANADIAN HIP HOP

Growing up during the evolving of hip hop in Canada was a time in which no other Canadian youth experienced in the history of the country. It was a whole new music and a whole new rap... A whole new era in this large country. A music that changed the life and attitudes of people, no matter how young or old. The creation of concepts; expression thru beat, dance and poetry; and now swagger. From that era emerged 3 super ladies in the entertainment industry, who were heavily involved in the culture from..."time."

Priya-Publisher, Urbanology Magazine
Nylda-Teacher, Dancer, Choreographer
Tara-Management, Public Relations

Legion Music And Media Present:

THE LADY ADVOCATES OF CANADIAN HIP HOP


Background

...young Priya, Yup, I was born and raised in Toronto's Malvern community in Scarborough. I grew up around hip-hop music...

My first memorable hip-hop moment. I went to visit my father in New York and my brother and I went to the used music store. I bought EPMD's "Headbanger", De La Soul's "Say No Go" and Fat Joe's "Flow Joe" on cassette single - they were like $1.99 each. I was so happy to be a music owner!!! Then I took them back to my dad's studio suite, sat in a corner with a tape player and listened to those tapes OVER and OVER again. I learned all the words - I was so proud :-) A year or so ago, I interview Fat Joe (w/ J. Holiday in pic) for an Urbanology article and told him about that and he was ecstatic!

(source: http://www.rapnews.fr)
And yah... I haven't left hip-hop since.


... young Nylda was very much the makings of Lady Noyz. My name was given to me because of my personality, and the chaos my dancing evokes in others. So I am a self fulfilled prophecy, so to speak.
I was always performing, dancing, chilling wit the guys...etc.

Born into a family of strong Cultural roots and political consciousness, I evolved.


...young Tara, Oh man, I was an 8 year old singing Meth & Mary J's "You’re all I Need" at a grade 3 talent show with my boy Jeremy Nolet.
I was that kid in school, ESPECIALLY elementary school, that brought new music to show & tell. I was always involved in anything I could get my hands on. I don't think I ever "discovered" hip-hop, I was always fascinated by it even in my Nova Scotia small town. I know it's hard to think there was a generation without the internet, but my only resource was really RapCity and The Source.

My big bro had a paper route, which meant he could buy tapes and I would borrow them for doing the dishes for him. I was a mini hustler! I remember one of his first tape's was Yo! MTV Raps..
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Wow, so big brother was a great influence from an early age. And in turn, it was like hip hop was a big brother (fam)…

Tara ~ To this day, I can't figure out if it was my brothers influence that put me on to hip-hop or if was something I was intrigued with on my own. It certainly wasn't cool to listen to it in high school.. Either way, whatever it was made me sneak to a TV past my bedtime on Wednesday nights to watch Da Mix reruns.. As for style, I had none :) As I said earlier, hip hop fascinated me, but you could never tell by my physical appearance. Didn't matter though. When I was 16, I had a teacher tell me "Always leave something better than when you arrived" - that's stuck with me. I come from a strong family of heavyweights who play large roles in the community so that’s my strength on a daily basis. I can't even tell you how strong my mom is- her integrity and unconditional love.

This must be noted- I NEVER WANTED TO GET INTO THE MUSIC BUSINESS! I was one hundred percent about getting into psychology and working with youth. I’ve known many people who got into music and became bitter- so starting at The Masterplan Show at 19 was just a hobby. The host at the time, Deeks, is a key figure in my history because he never hesitated to be honest with me about my strengths & weaknesses. I still don't think he knows how much of a role he played. Then I met Lisa who was working at REMG at the time. She took me under her wing and I started working at concerts doing e-mail list or merchandise... One thing no one can take from me; my work ethic. From there, Brent/Alex from Just Ent took a chance and let me stage manage some large scale shows including Pharoach Monch- they definitely didn't have to do that. Jay Devonish (KOCH) and Imperial (Point Blank) brought me onto their team, where for a year I learned the corporate aspect of a record label/publicity/management.


Priya ~ ...my brother who was 6 years older than me got into hip-hop at around 9/10 years old and I was always hanging out with him and his friends. So since I was in kindergarten, I've been exposed to hip-hop. He brought home Rap Pages, The Source, VIBE, Fat Beat, and I read them because I was always reading everything - magazines, newspapers, books. (It's why my eyesight went at about age 10..hahaha). Anyway, he used to be into everything from NWA to Pete Rock & CL Smooth to KRS-One to Public Enemy, his tape collection sits at like close to 1,000 today and that's before the advent of the CD.
Jurassic 5 - Urbanology Magazine

I would be looking at magazines like the Source and dreaming about 1 day creating a magazine....1 day...


Nylda ~ It (Hip Hop) shaped me in every way because I was completely immersed in it. There wasn't a move or a choice I could make, that I wasn't reminded of my morals and principles. My parents left all of their family and mother land (Chile) to give us a chance to live "free." The most important memories of this time, where the conversations where I learned the severity of what my parents had been involved in back home...how people had died for what they believed in...really coming to grips with how economical and racial status molds how you will be treated in this world. I was taught all these things at an extremely young age. Being involved in social change was written in my stars as my moms would say. I'm a revolutionary by blood.
drunknemonkz much music i.d.

Everything I have experienced with the Monkz is relevant to what I have experienced with hip hop as a whole. The struggle, the gritty training, the egos battles within the crew, and the unconditional love, no matter how much we or hip hop pisses us off. My love for the monkz and my long and sometimes treacherous relationship with Hip Hop go hand in hand.
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Hip Hop High

Nylda ~ jeeezzz.....teenage Nylda...
I was nothing like the other girls. Always chilling with the guys....into what they were...hip hop...causing shit in school....some other vices that weren’t very productive at all.

I was a pretty angry young person. Most teenagers seek some direction. The whole high school, teenage thing, seemed ridiculously trivial to me. I wanted something with meaning, and when I didn't find that right away, I found trouble. Lol, I was dancing at the time...but not really seriously until about grade 11... Boogie Brats and Intrikite crew were the first crews the really inspired me. I learned/trained under them in the very beginning. After and during that the first crew I repped with was Top Notch Rockerz. They were my first family and set of brothers in the art form. We were together 24/7…
(former student) bboy illz promo.

(Jeff Landicho: video & editor)
Teaching is where I have found my niche....It gives me the release and creative outlet I NEED....and it gives back to they youth...gives them a way to focus their energies, rage, etc....I have 3 community classes I teach… these classes are FREE...and intended for youth.

Nylda's 1 song, desert island pick: Jaydee-fuk the police

Tara ~ Looking back- I was 100% about school and being active in the community. I really embodied a nerd! I didn't party, go to school dances, drink,etc..I was all about being an extrovert; I did a high school exchange program and tried to see as much of the world as I could...I was 17 years old and speaking at the United Nations regarding Sept 11th. Was I cool? Hell no. Did I know that high school is only a phase? You bet. I didn't really have a clique but I tried to get involved in whatever I could.

...I got my first (industry job) in high school. When I moved to Toronto, I came on board with Canada's historical radio show THE MASTERPLAN. I had the opportunity to learn from some of the biggest heavy hitters in the "urban scene" who would tell me about their experiences/stories.

Tara's 1 song, desert island pick: Dead presidents- Jay Z

Priya ~ As a teenager, I was far from the girl who needed the newest fashion and accessories. By then I was deep into my love for hip-hop, trying to attend as many concerts (all ages ones of course) that I could get into. Yes, i did go to basement jams in the neighbourhood, but I don't think I would classify myself as a "party girl". I was heavy into hip-hop and R&B music, spending a ton of my p/t work money that wasn't for food and survival type stuff on CDs, magazines and concert tickets. The rest of the time I spent working - I worked everywhere from Dairy Queen to Old Navy, volunteering as a tutor with local elementary school kids and of course as a member of a dance group called Shades of Dignity. We danced at school and community functions in Malvern for three to four years mainly to hip-hop with some dancehall bits in between. I spent hours choreographing sequences, practising and performing with that group. The rest of the time I was dedicated to school and friends.

In terms of me as a person, I think I was always wanting something more. I would go to school and try my best, but only because that's what it seemed you had to do. I challenged a lot of teachers and I felt disenfranchised by the whole school system. Growing up in Malvern around the people I did and going into a school where encouragement was few and far between. I didn't find the lectures interesting... When I got to Humber College for journalism everything changed - I actually started to care about what I was learning and wanting to be at school! But I would say high school helped spark the entrepreneur in me, because it made me realize how non-conformist I actually am and how much I just wanted to do my own thing, on my own terms and create something that would hopefully effect change.

Priya's 1 song, desert island pick: Nas – Life's a Bitch
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Canadian Hip-Hop

Tara ~ Canadian hip hop is exciting to me right now because it feels like artists are getting their business together and using creative strategy. New outlets such as HipHopCanada Digital and the Stylus Awards are allowing structure to be put into place. Knowing the history of what Canadian hip-hop once was- to understanding where it is now, it feels like there is opportunity to redevelop and grow as a culture if we proceed correctly.

Nylda ~ What excites me about Canadian hip hop is its power to influence the up and coming generations. I have personally been witness to many success stories of young people who took the culture and its pertaining art forms and used them as positive outlets to deal with their lives. It is refreshing and inspiring to see that culture that helped define me be that same momentum for young people that need it so desperately. Big shouts to the Remix Project, Beats to da Streets, Manifesto, ArtREAch, and of course my affiliates: LAMP, CSSP(center for spanish speaking peoples), Dusk Dances, and Kapisanan Comm. center. My Canadian hip hop figures would be Saukrates, Brass Munk,Turnstyles crew, DJ Dopey, Dj Son of Soul, Fase, Serious,.....wow so many. What would a bgirl do without her music?!? Bboys..would be our pioneers: Bag of trix, Intrikite crew, Boogie Brats.... Writers: Duro, Elixir, Egr, Phresha, Water, Skam.... I know I forgot tons! Those are just a few of the top of the dome.

Priya ~ Canadian hip-hop excites me because it is so fresh. It is not tainted by corporate enterprise and is very much representative of the grassroots origins of hip-hop. There is still a huge social awareness piece that is attached to many Canadian artists' music and that is a truly beautiful thing. Right now Canadian hip-hop is in a beautiful state. More people than ever before are getting radio play, publicity, concert bookings, etc. What we need now is for our consumer base to start investing in the good stuff. I'm not saying invest in everything just because it's Canadian, what I'm saying is don't not invest in it because it’s Canadian. Understand that in order for us to build up our own infrastructure we have to spend money within our own communities. That is with music, clothes, magazines, anything and everything. Right now the Canadian hip-hop scene has to remember that no one from the outside world feels they owe us anything. So we must invest in ourselves before we seek others to invest in us.
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Influences, Mentors and Accomplishments

Priya ~ ...high school is necessary in the world we live in ...I spend a lot of time working with youth, speaking at high schools, mentoring, etc. and I find so many brilliant young people who have trouble focusing in school. In terms of passion, most definitely it wins over following the norm, but I feel like there's so much I have to do, so much I can do, and it never ends. I need to build relationships, talk to people, be an active member of my community and the community at large and cultivate my passion. Passion for something supercedes financial value, security value, etc. and that's because those who are truly happy in life are those who wake up every day knowing that no matter what challenge awaits them, they are happy doing what they do.

SUBSCRIBE TODAY FOR JUST $12.95Right now I'm focused on making Urbanology a household Canadian brand and growing its subscriber and readership base. I am the magazine's editor-in-chief and co-publisher/co-founder so basically I have my hands in everything. we're releasing four amazing issues this year and I'm looking forward to getting better and better with each one. further to that you'll see me out in the community - mentoring youth, attending high school and community forums to speak about hip-hop, publishing, journalism; the media, etc. to young people coming up after me. I know starting my business at 21 was not easy and I had few people to look to for advice and support so if I can provide that guidance for someone else, I'm going to do it, hands down. you'll also see me involved in a number of the great events the city and country offers within the urban community because I'm passionate about growing the hip-hop and urban community in Canada and cultivating a culture of not just supporting our own, but cultivating our talent, investing in it and building a fully functioning hip-hop economy/industry in this country.


Nylda ~ ...(movies) Juice would have to be one of my favourites. Wildstyle, Beat Street, of course....
Artist wise, I came up on Nas, Group Home, Gangstarr...Anything Dj Premier. I'm also a huge WU and Mobb Deep fan. Cant live with (out) my M.O.P. either....too many to name!

Since the Dilla age came about that has really been the most inspirational as far as what moves me musically. There is no contesting his brilliance and his affect on me as a dancer. Slum, tribe, welcome to Detroit, ...
Cant not mention Common, Talib, Mos....
Breakers? My favourites being those that, respect the culture and the art form and rep raw and the fullest on any opportunity. Those people know who they are, and will see themselves in that statement.

Currently I have 3 community classes I teach. All these classes are FREE... Summer, I will be teaching bboy/bgirling at an arts camp: "Arts for Children"...I have been hired as the community choreographer for Dusk Dances www.duskdances.ca ...where I will be putting together 3 different groups of youths, all different ages, to create a collaboration that they will perform for this week long dance festival the first week of July.
I think that is all...lol Oh ...and of course I have the "so you think you can dance" auditions...June 10th...that I plan to go and "murder." ;)
OH...and for far future...well after this summer that is...
I would love to open up my own community center that would target the same youth that I work with now...Not your typical dance studio that charges out of the ass...but something that is accessible to all kids and young people regardless of economical situation...a lady can dream, cant she?!?


Tara ~ My actual day-time job is with a company that handles the online branding for quite a few rock acts , so I'm venturing into the different aspects of the music industry. And everyone should be watching for Yo Ev (of The Masterplan Show), along with the launch of MasterplanMovement.com. Legend DTS and I will have regular content on that, so KEEP AN EYE OUT! That said, current freelance projects include HipHopCanada Digital, Roundtable Ent and contract PR for various artists/companies. I'm still writing for Exclaim and Miola, and I'm always looking to be out there as much as possible. (Tara@hiphopcanada.com!)

I don't have ANY biggest accomplishments yet..nothing that I feel has made a difference. Some highlight moments have been things like being on the Tyra Banks Show and at Def Jam, having a few major artists hit me up after giving them bad reviews and being part of a key successful projects like Hip Hop Canada. As for disappointments... I think just being a fan first gave me an expectation of Canadian hip-hop having a real solid base. Anyone involved in this scene-even just a bit- knows it can be hard to tackle. However, personally, the biggest disappointment has been the "true colours" of people I admired. That said- I have a few gems I'd like to forget. One being that I tripped during the taping of Tyra Banks and Tyra had to help me up! Another is charging Mos Def at an event when I was 19.

Tara on Kenny vs. Spenny, Who Is The Better Rapper (3 of 3)

In terms of building for the future- I have an entertainment lawyer in NYC I’ve connected with on a mentoring level and when I’m in the position to, focusing on filming a follow-up episode of the Tyra Banks show. A definite priority is remaining on top of my education and within the community. And because it needs to be said, respect to all the women leaders paving the way who never get enough credit – Noyz, Priya, Geena Lee, Simone & Sheryl from the Stylus Awards, Tamara from Whats The 411, Ebonnie Rowe(Honey Jam), Tammy (TiltRock), Janna & Jana, Motion, L’Oquenz, MasiaOne, HustleGRL, Sam Wong, Eternia, Gracie Claire, Lola, Lissa Monet, and SO many more.

It's been almost four years since I started my first "gig", and I've seen/done things I couldn't even have dreamed of...but I've had to learn some intense lessons to get this mini-step up on a pretty high ladder. -T
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Legion ~ The vast amount of information given to me by and about these wonderful ladies was HUGE! Unfortunately, I couldn't put it all in here. For any additional information whatsoever, feel free to contact the ladies or... da Legion!

Feel free to leave comments.

Big thanks to Priya "Urbanology" Ramanujam, Nylda "Lady Noyz" Gallardo-Lopez and special (big) thanks to Tara "Industry Hustla" Muldoon.
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