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Words By: Hallway Jay
Graphic And Revisions By: Mike Waxx
With a brand new blog, a wildly successful annual conference in Pheonix and a constant eye for the newest talent, Sha Money XL is by far one of the most respected figures in hip-hop today. He recently sat down with us to talk about everything from Obama to projects that he is most looking forward to in 2009. Enter Sha Money XL...illRoots.com: In such a politically charged year, what can you say the music gained from all the politically active artists?
Sha Money XL: [There was] over five top artists with records about our president, politics, advising fans to vote and a stronger sense of brother hood in rapping about something greater then drug selling and bragging. It showed a greater side of artists like Jeezy, Jay-Z, Nas, 50, Luda and Diddy who went real hard for President Elect Obama.
illRoots.com: The one artist in 09' that is currently unsigned that you feel has the most potential?
Sha Money XL: I gotta say three. Riz from Harlem. Bringing back that NY swag from the hood. Cory Gunz [is] very talented, great lyrics. J-Cole, he is the next Kanye West mixed with Jay-Z that makes his own tracks and writes very prolific lyrics that will be one of my favorites in the next five years.
illRoots.com: What is your process in A&Ring a project?
Sha Money XL: Sticking to a concept of an LP. Doing a vision board of the LP for the artist so you can see what you hear when you think of the title or concept. Then collect music in that vien, then record with those intentions.
illRoots.com: As music slowly progresses, their seems to be a growing sensativity on the commerce side and less on the actual music itself. What are your thoughts on commerce and art?
Sha Money XL: Good question. My thought is this. We [are] going back to the days of loving just the art itself, like early [in the] 90's. The bad side is unless we get some new great ones or the great ones continue to pour their heart into it so big brands can support our reach like what Zune did for Common, we don't need the same marketing street promotion plans anymore. Meaning less spending and more money to be made off the art and the likeness of the star. Very important that the artist likeness is huge to get that money. Touring, coupled launches with fortune 500 companies. You got brand asset, translation that are bringing hip-hop to another level of making more paper.
illRoots.com: You have always seemed to be an intricate part of 50 Cent's overall scheme of things. Why do you feel he has stayed somewhat relevant in popular culture after so many years?
Sha Money XL: He lives and breathes this. He knows what's going on from every office to every block in the hood. He pays attention to what they want and where it's going. He works damn near 20 hours a day. Plus there was no plan B for him. He stayed relevant 'cause he is the real deal and not a playdo rapper like the rest of them out there. No foundation or back support.
illRoots.com: Projects that you are looking forward to hearing in the upcoming year?
Sha Money XL: 50's, Reflection Eternal (Hi-Tek and Kweli), Tony Yayo's, Riz, Jay-Z, J-Cole and Cory Gunz.
illRoots.com: Explain branding and the effects that it has on a younger artists career?
Sha Money XL: Without branding you won't last long bottom line. That I'll leave for my book.
illRoots.com: The significance of your conference every year and what you want people to walk away with?
Sha Money XL: My conference is educational, informative on technology, publishing, it's a fraternity for producers, networking and instead of hoping to meet someone in places these guys live that artist are rarely at they can meet them here, shop their music, meet and talk with top producers, managers, and artists. It's truely a one stop shop.
illRoots.com: Newest piece of technology that will revolutionize how we do business?
Sha Money XL: Digital sales.
Sh Money XL On The Birth Of G-Unit.
illRoots.com: Future endeavors that you can speak on?
Sha Money XL: My one stop conference going on the road, Yayo's LP, my label I'm about to start/ Plus some monthly show cases.
illRoots.com: Sha Money XL is _____________.
Sha Money XL: The truth, no BS and a product of hip-hop.
illRoots.com: Elevating ourselves is one thing that our culture lacks sometimes. What is one good book that you would encourage someone to read?
Sha Money XL: Seven Spiritual Laws Of Success.
illRoots.com: If a younger producer was trying to contact you, what would they have to do?
Sha Money XL: Join moneymanagementxl.com. It's my social site that's designed for producers being upgraded and is a part of the relaunch of Scratch Mag Online, so it's free downloads, links, tech talk, my blog and keeping everyone social.
illRoots.com: You being a producer what are your "must haves" when working in the studio?
Sha Money XL: Reason and Recycle is all I need.
illRoots.com: Define your life with one album?
Sha Money XL: Get Rich Or Die Trying.