Memories and Ambitions with Coffee of Grits
11-20-2006
by Brenten Gilbert

Eleven years and now eight albums ago, Grits formed a partnership with then upstart Gotee Records. The two entities grew up together so to speak as they matured over time becoming prominent voices within the Christian music industry.

It's fitting, then, that the latest album from Grits is releasing this week (21 November 06) as a joint effort between Gotee and 5e Entertainment, the latest endeavor from the hip hop duo. CMCentral's Sr. Editor sat down and had a chat with Coffee of the group to discuss the new album and what's changed over the years.

What follows is that interview.

(Coffee): Yo. This is Coffee with Grits.

brenten gilbert: Hey. How are you doing, man?

Good. How are you doing?

Good. I was going to start this off by saying "a-hut, a-hut, one two" to hopefully break the ice. . .

. . .

That worked well (laughs).

(laughs) yeah, yeah, yeah

So, how are things going? You're at home today?

Yeah man. Everything is cool man. I actually just got home. I started my day pretty early. I had a marketing meeting at the label. Pretty much I was running around getting a bunch of bills mailed off and, you know, living the regular life for a minute.

There you go. You can remember what it used to be like. So why don't we dive in and talk a little bit about the new album?

All right.

It's probably the most exciting thing going on for you, right now. . .

Yessir.

It's called Redemption. . .

Yeah.

Why's that?

It marks a pivotal time in our careers, because we are ending our label deal. We've been with Gotee since the mid 90s but it's time for us to step out on our own as business men, as adults and more mature artists in this industry. Learn what ownership is and take control of our own careers and our destinies.

Cool. I thought that your contract was done with the release of Seven.

Yeah, technically our contract had ended but we re-signed with Gotee for one more record. They felt like they wanted another shot at seeing what they could do with us and at the same time for us it just made business sense and it was kind of more on a level playing field - you know what I'm saying? - with this last joint-venture with them. And we've been with Gotee since day one and we are one of the few groups who has ever started and ended their deal on the same label. Most people jump ship half way through or vice versa.

Yeah, it's a crazy industry.

Right.

So it seems like you guys have kind of been toeing the line between mainstream and Christian hip-hop and that almost every album has been marketed as "the one that is going to be the big breakthrough". . . Is this going to be the one you think?

I believe this is the one that is definitely going to establish us not only in Christian, but in mainstream as well. This one will solidify us where we are really wanting to go. Not saying that this is gonna be a platinum album - I pray that God does that. I ask that blessing for sure, but for the most part it just sets us up as if to say that we're legit. We are the real deal. We are good artists. We are good at what we do. We've been consistent in this game and now on our eighth record we are getting better. You know what I'm saying? It's not a decline.

Is there anything specifically different about this release that you think makes it that much more special or. . .?

Yeah. It's more of an accumulation of. . . from where we started to where we are. I definitely think this is our most sound project. As far as being well-rounded from the production to the lyrics to the actual syncopation of the record and the songs. I think is just a really smart album for us. Any artist with their new record is going to say that this is their best record ever, but. . .

Of course. And they hope that's the case. . .

. . .and I do. That's what I feel. I feel like this is our smartest record for us. . . that we've ever done.

I noticed that the front half of the album seems to have a heavier sound, kind of embracing more of the crunk and the dirty South type of feel. Was there a specific reason behind that or just that you guys have been hanging out with Pettidee?

(laughs)

No. I mean, it's just who we are. It's just the sound. We are influenced by our surroundings and we are influenced by what is going on in music. We follow music and the trends in music. We aren't just rappers and artists, we are fans. You know what I'm saying? So wherever music is going, we need to be. We listen to music and see how we can take it to the next level. How we can stay current but still have our own spin to where it's Grits and it's us and we set ourselves apart from what everybody else is doing.

Yeah, that sound is definitely coming through a bit more on this one. . .

And we try to understand people. We try to meet our audience and listeners where they are at. If our verses are trying to go so left field for the sake of only appeasing us, at the end of the day you end up losing people. Everything has been in vain if you go that route.

Right. All right now, since I'm a bit of a hip-hop head, I quickly noticed that Canibus shows up on the album.

Yeah man, we got a verse from 'Bus.

Most of my readers are going to be scratching their heads like, who?

(laughs)

Right. Canibus? What is that?

(laughs) So how did that come about? That is a pretty big deal.

Ghost, a friend of ours and a producer, has a pretty good relationship with [Canibus]. We were just working on the song and he was like, "What do you think of getting 'Bus on here?" We were just trying to think of... We had a really short list of guys we would like to work with and he happened to know Canibus. And for us, we try to be a little controversial. We like dealing with raw talent. I don't care how big you are or how hot you are at the time. I mean, dope is dope. A dope emcee is a dope emcee. A dope beat is a dope beat. You listen to someone's album and you see the names of the producers and you are like who is this guy, who is that guy but it doesn't matter. He's talented and it's going to be a hot song.

Definitely.

And that was our approach. So Ghost had a relationship with Canibus and called him. Canibus was down for it and made it happen.

That's pretty sweet. If you listen to his older stuff, you might not even expect that he would be interested. . .

Right and he's fluent like that. The dude is serious. I heard the verse and like was like, "Wow!"

He actually did his verse in Jersey. The way you do it now, you just kind of email the file. We haven't had a chance to hang out and kick it yet, but when we get in the area we definitely planning on hitting him up.

Sounds good. He must like you somewhat, since he didn't drop a scathing diss track or anything.

(laughs)

Right. Yeah he's the type, man. If he's feeling what's going on. If you're real people and you just had a real talk with him, he'll get down with you. He's a normal guy. He's definitely a guy that's been, you know, scorned and done bad by the industry, but what artist hasn't?

All right. So what is the most exciting part of this release for you?

Man. Just getting it out there. Honestly, man, we just want to hit the grind. We aren't expecting everything to be major the first day it comes out, nothing like that. We have realistic expectations. But we are happy that we've got a new album and we have someone to tour with. For us, the thrill is starting over. Now we can get back on that grind and see how far we can take it. We knew how far we could take the last record and we were happy with it. We've been happy with the results of all of our records.

Very cool. Any songs that stand out?

"Open Bar," definitely. "Tight Wit' These." Those are the top two single picks. "Memories" is one of my favorites, just because I love that down home type feel. It's a feel good song, you get a great vibe when you hear it. You want to reminisce, kick back and chill.

Is there anything disappointing about this release?

Not that I can speak of.

Aw, you can tell me anything, man.

. . .

(laughs) or not. . .

Not when it comes to this record and what we've put into it. Our only disappointment maybe would point toward the label, later. The way it gets marketed and pushed and promoted. That's might be the only disappointment. We really feel like we put our all into this project. We have songs that we approve of. It wasn't the case where the label made us do songs that we didn't want to do, at all. No, we have free reign to go in and create how we want to create. We fixed and changed stuff every step of the way, too. I'm sure that didn't make the label too happy. We pushed the turn in date back a little bit, but at the same time, too, it's like. . . When this thing hits the shelves, people aren't listening to it to see what the label sounds like. They're listening to see what Grits sounds like.

Right

If this is a wack album, they'll say that Grits put out a wack album not that Gotee put out a wack album.

For sure. So you guys have been at this for 11 years now. Mental Releases came out in 95. . .

Yep.

What's changed about making music? Obviously, I got Mental Releases on cassette, so that's a lot different. Is there anything that you guys have had to adapt to as far as keepig up with the digital market?

I think that the digital market just made life a lot easier. It's simpler. We do everything on ProTools and home studio setups and you can take your studio on the road with you. You can record an album in a van or in a bedroom now and it still sounds great. So it's been good. We have more options now to get this music out to people.

Cool. Have the changes in the market affected the way you guys make your music? Has it kind of upped the ante as far as the sound that you go for? Do you try to go more for a single on every track versus working toward a greater theme on an album or. . .

Yeah, I think it pushes you to go all out on every song that you do. That's our goal when we go to make a record. Every song is a single, go for making every song the single. Where music is right now, basically you can mass-produce it more now. It takes less time and less energy to actually record a song. Back when we first started, it took three or four days to get one song completed and now you can do four songs in a day. The next thing you know, you have a catalog of 100 songs because everything is digital and easy to get up and get out.

Sure.

And like Myspace. We didn't touch Myspace for the longest time, just 'cause it was just another thing that was time consuming and we didn't see value in it at first. We just saw that everybody and their mom was trying to get on it for a while for whatever reason. But I really got hip to the game watching it and seeing what other artists were doing and accomplishing off of that, just Myspace. People who don't even have record deals are selling thousands of records because somebody can click on here, listen to your music and then purchase it. We just signed up for Myspace seven months ago - I mean, we were mad late in the game - but within seven months. . . The other day, we just reached over a million hits on Myspace.

That's crazy

And we put new songs up there and you can tell how many plays it's had. We had a song up there for three or four days and it got almost 30,000 or 40,000 plays. That's insane to me.

That's encouraging though, right?

Man, and it's a great way to keep up with your fans and interact with them.

Very cool. So if you could narrow down the message of the new album into one statement, what would that be?

Man. This is life music through hip-hop music. Basically that is what we are doing. This album is encouraging. It's uplifting. And it's bangin', you know? We know it's got to be bangin' first, before anyone is going to listen to what we are trying to say. But for the most part it's, a hot album man.

That's good. So to change things up a little bit, some lighter questions.

Alright.

What's become of The Factors [of the Seven]?

The Factors. . . man, they are still around. Of course, people are doing a lot of different things right now.

You guys all in close contact still?

Yeah, I still talk to Verbs and I talk to Form. I talked to Form yesterday, actually. I talk to Verbs, he left me a message last night. DJ Maj, he's doing his thing - he's out with Toby still. I'm actually supposed to be getting with him in the next week or so about some touring we've got coming up. Everybody is doing different things, but we are still intact.

That's good to hear

Nobody really fell off or is a crackhead now. We the five heartbeats.

Sweet. So how is 5e Entertainment working out? I haven't really heard much about it.

5e Entertainment. Man, we actually got our logo on this record, it's on the Redemption record and it was on the Seven album. We are looking at it like a joint venture between 5e and Gotee pretty much. It's a slow build, but we are building it off of the backs of Grits. So we are just trying to be strategic in the way we are getting it set up, versus just jumping out there with the product and then not really having all of your ducks in a row. We are just trying to be smart. We are trying to put out something that has value and has the potential to pick up steam a little quicker than just trying to break in brand new artists that nobody has ever heard of. Basically, in an industry where there are so many new artists and a lot of them aren't even getting the love and attention that they really deserve. And we look at it too because we are artists ourselves and these are lives on the line. Labels are quick to sign people and say, "Well, if it doesn't stick, whatever." And they are on to the next thing. I understand that that is business, but at the same time too you have to think when you move on to the next thing. You're leaving a life in ruin because that was all they had. Or it was something they wanted to do so badly.

Yeah, they were banking on that album.

Right. And some people are, you know... For some people it takes two or three times for it to really stick. Gwen Stefani, she had some old stuff out a long time ago when nobody was thinking about it. Now, because somebody kept pushing that envelope, BANG!

So the next Grits album going to be on 5e, as far as you can gather?

Yeah, after Redemption the Grits albums will be 5e. Maybe, it depends on if we partner with someone, another label or what not, but for the most part 5e all the way.

That's cool. Alright, so what kind of Thanksgiving plans do you have?

I'm trying to get home and sit down somewhere. Relax and hang out with the family a little bit.

Do you have any traditions that you keep up with every year?

I go to my mom's during the day and of course eat four of five times that day.

Yeah, the more Thanksgiving dinners you can get the better, right?

Right. (laughs) After that weekend, we have to go to San Diego, so I'm just going to try to be at home and relax.

Cool. If you could describe Grits as one piece of the traditional Thanksgiving feast, which entrée or side dish would you guys be right now?

Oh man, we the stuffing man. Because some people like it - most people like stuffing - but you've got a few who don't, but it's gotta be presented because that's just the way it is, it's still part of the meal. If you serve it or not, it needs to be there. You cook it in the turkey, you put it on the side. It's everywhere at the end of the day. It's at least going to garnish your plate if you don't eat it.

You could say that it's "universal and worldwide."

Exactly.

So where do you guys see yourselves at 5 years from now?

Honestly, we are on a ship and we are bringing in that next generation of new artists, new viable artists, relevant artists. Artists who are going to push the envelope and at the same time be really creative and talented at what they do. Artists who will live a lifestyle according to what [they believe]. You know, how we came into this. And the lives are going to match the music versus it being a gimmick, like, God and spiritual rap is in right now, so let's capitalize. It's going to be real life. Cats that ain't afraid to speak on real life, on any subject no matter how taboo it is in the world or in the church.

Awesome. So is there anything that I missed? Did you want to say any more about the album?

Yeah, it comes out November 21st. Check out Myspace.com official Grits updates for where we are going to be and come check out a show.

Very cool. Thanks a lot for your time, man. I hope you can get some relaxing in.

Alright man, I appreciate it bro, take care.

Find out more about the tour, the album and Grits at Grits7.com, MySpace.com/OfficialGrits, or check out the Redemption eCard