SHADE SHEIST (January 2009) | Interview By:
In a rare move, Jonathan Hay and Chad Kiser of Dubcnn travel overseas to
collaborate with Uptown Entertainment and bring you this exclusive Shade
Shiest interview during his international tour.
When you got producers Dr. Dre, DJ Quik, and Timbaland behind the boards on
your new album, there’s no need to say more – or in the words of Shade
Sheist, “If they co-sign it, then it's a wrap! So it's a wrap!”
As ever, you can read this exclusive interview below and we urge you to leave
feedback on our forums or email them to
Interview was done in December 2008
A Dubcnn Exclusive
By Jonathan Hay, Chad Kiser and Uptown Entertainment
Dubcnn: What is PYO? The year of start and founded by?
PYO Entertainment International is a versatile multimedia company my
partner N.U.N.E. and I founded in 2000. On the surface, we may just
appear to be a record label but we are so much more than that! We
specifically specialize in the distribution and education of independent
artists. Essentially, we are a one-stop for talented artists and
producers as well as a management company, manufacturing plant, film
house, radio show and audio production facility. As artists and
producers ourselves, we consistently work on projects that include
movies, soundtracks, videogames, software and all relative forms of
Dubcnn: What is the future of PYO and your plans?
The future of PYO is expansion. Our goal is to open up offices across
the world in hopes to educate even more artists and reach a wider
audience with our own music. While most companies are content with
establishing themselves domestically, our plans center more on
international interactions. I mean, McDonald's and Coca-Cola aren't
limited to the United States, right... so why should we be?
Dubcnn: Where have you toured?
I have toured so many places that I honestly can't remember them all. I
know I'm not the only artist either! Off the top of my head, there is
Japan, Australia, England, Canada, Spain and Greece. The PYO crew --
N.U.N.E., Eddie Kane Jr. and I -- were also the first Hip-Hop artists
ever to perform in the country of Taiwan! To put this all in
perspective, I am already on my third passport and have performed in
almost 10% of the world so far. It has been an experience to remember
Dubcnn: The title of your album is Informal Introduction OG…What does the
OG in musical terms refers to the "Original" version of a track or, in
this case, an album. After I record a song, I may want to go back in the
studio and change a verse or add new parts. If I do either of the two, I
have just made a new version of the overall track. The version before
the changes becomes the OG version. Could be a classic, could be
something you never want anyone to hear ever in life! *Laughing*
Dubcnn: Why did you release the album with nearly the same name as the MC Records' Informal Introduction, released in 2002? In addition, how
significant is this album and its meaning to you?
Informal Introduction OG is my debut solo album the way I originally
planned to release it. Informal Introduction is the version of my
album that Universal Records released after swapping songs, reformatting
verses and changing my track listing. II is a classic LP, don't get me
wrong. I'm simply stating that I hadn't originally recorded the album to
be released that way. There were benefits to it though, one of them
being that I got to work with Timbaland on my first single! Both
versions of this album mean everything to me; this project defined me in
my prime. I put everything into making this one of the best releases
from the West coast ever. It is the reason that people still remember me
to this day -- not that six years was that long ago!
Dubcnn: Why do you think the previously released compilation by Damizza received
little to no International press concerning your role in the album?
Because it was the first project that Damizza and I had ever released
and we were still learning in the process of releasing material. There
was no way for me to make an international presence on my own; I needed
the assistance of my record label. My previous labels weren't all that
great with handling my projects and that has been a curse of my entire
career. In 2000, I wasn't even thinking about anything international. I
was young and focused on my work in the states. It was a few years later
that I realized how important having an international audience was.
Dubcnn: What are your plans for International Touring?
My plans are to return to all countries that I have already toured in
but with the inclusion of many of the territories I have not. In January
09 I plan on returning to Vancouver, Canada for a show with Bishop
Lamont and Crooked I. In the summer of 09 I will be debuting in Germany,
thanks to the hard work of Uptown Entertainment Europe. In September 09
I plan on resuming my United Kingdom tour on the way to Ibiza or Japan
for the holiday season.
Dubcnn: Why did you choose Germany to be your first stop on your European
Simply, because I have never been there! I think it would be fitting to
start my European tour in the areas I am new to then end in the regions
where I am most familiar. I have always wanted to go to Germany to
perform, so many of my peers have in the past. I'm overdue for it now!
Dubcnn: Do you think the German Hip-Hop fans will like your new album?
I think they will love my album! This is where I have to start acting
like Kanye West. I don't make wack albums! I don't know how to produce
garbage; it just isn’t in me to do! So yes, I think the German public
will love it because it is smooth, it’s gangsta, it’s rap with a lil r&b,
it's a well-produced project. If that isn't enough, Dr. Dre, Dj Quik and
Timberland, the three most elite producers in the world, helped me
throughout the entire process of making this album. If they co-sign it,
then it's a wrap! So it's a wrap!
Dubcnn: It has been said that your name in Germany has not become popular
as of yet...Why do you think this is?
That may have something to do with me never performing there before. How
can they support an artist they don't know? I don't assume that
Universal Records did their part in helping me establish myself in
Germany. But as I always say, better late than never at all!
Dubcnn: Why do you think your hits in the USA have not been played on the
German Networks? For instance, in the song “Where I wanna Be” most
people in Germany believe it is all about Nate Dogg. Why is that? And
the hit “Money Owners“, many Germans believe that is another Timberland
hit, however, in the video your name Shade Sheist is all over the side
of the building in the video. How is it that the people have been misled
or misinformed on so many tracks involving you?
It’s the same answer really. If you never heard of someone before it's
easier to identify with the artist you know, in these cases, Nate Dogg
and Timberland. It is now my responsibility to get folks to know that
these are my records and that I played the biggest part in making them
hits. Again though, the record label is supposed to work alongside the
artist in an effort to make him known and/or more popular in all areas.
This wasn't always the case for me.
Dubcnn: Well, what is the next step in Shade Sheist’s career?
The next step is continuation. Produce more albums from the PYO crew and
myself. Next up is a group album starring N.U.N.E. and myself, titled
Movin Units -- 18 quality tracks from two of the most consistent artists
on the West coast! I also plan on dropping my third and final G-Funk
solo album in the summer of ‘09. After that I will produce nothing but
conceptual albums under the moniker 'Shade Sheist'. I am still working
on a motion picture at Universal Studios Hollywood inside of "The Bates
Motel" from the horror movie "Psycho". Also, look out for my new fashion
label coming real soon! Continuation is the plan!
Dubcnn: In brief, give the readers and inspiring vocal artists your take
from experience on the differences between the Independent Game vs. the
Unless a major comes with some boxing money in the millions, I don't
suspect I will ever sign to a major label again. My experiences from the
period of 2004-2008 as an independent have far outweighed the prime
success I achieved as a major artist. I like choosing my own songs,
track listings and release dates. I like not having to worry if the
company is doing right by you. I like looking out for my own best
interest. It is a world of difference, the majors and the independent
game! It would also require me to write a book in order to outline all
of the significant differences between the two. But if you are really
looking to get ahead in the music industry may I suggest that you "Put
Dubcnn: If anyone wants to get in contact with your European Management
Company for interviews, booking and other request, who would they
You would want to contact my European management at
Uptown Entertainment Europe. You may speak to my managers
Joe or Melanie who will be more than happy to help you. For most
inquiries you can simply email or visit us on
MySpace. It's an Uptown thang, baby!