REDDNATION

REDDNATION CD RELEASE
This weekend marks a huge turning point for Edmonton’s burgeoning Aboriginal hip-hop scene. It’s the video premiere for Edmonton’s own ReddNation, as well as the CD release party for Now or Never, the latest album on group founder Darren Brule’s own Redd Rocc Records.

"The [video] director was this guy named Jim Morrison." Brule laughs at the coincidence: "I guess he faked his death so he could make native hip-hop videos."

Though the group is comprised of Aboriginal members, to call them native hip-hop wouldn’t be entirely accurate. ReddNation strives to be a hip-hop band first and foremost, acknowledging their culture, but consciously choosing to let it inform, not define them.

Now or Never finds the group in top form, with a slicker production that wouldn’t sound out of place at the club, or booming out of a car stereo.

"Being a producer, I try to follow what the top producers are doing, both in terms of marketing as well as how the beats are made. I generally don’t listen to lyrics," admits Brule, producer and founder of ReddNation. The admission seems strange considering the dynamic interplay between the group’s own lyricists and Brule’s beats, performed under the moniker Ill Logikal.

"In native hip-hop there’s generally a lot of political themes throughout the music," explains Brule. "Groups talk about social issues or historical issues that affect our culture–historical and social issues, as well as addiction and everything else. We touched on that in [2004’s] Unstoppable."

The group found themselves unsatisfied with the persistent pigeonholing of native hip-hop, from outside the community as well as within. Instead of lamenting social issues, the group chose to take a more positive role.
"We wanted to make something that people would want to dance to, listen to and enjoy. And it’s not that there’s anything wrong with those themes, we just want to show that we are native but we’re not relying on that at all. The music speaks for itself." Brule points to the band’s recent nomination in three categories for the 2006 Aboriginal People’s Choice Music Awards as further proof of the band’s increased accessibility, due in no small part to their different approach.

Native hip-hop grew out of the feeling of kinship felt by many aboriginal youth when listening to the detailed storytelling of life in American poor urban areas and ghettos.
"Native youth can definitely relate to urban black youth," explains Chris Ross of RezX Promotions, a nomadic production company that has recently taken up roots in Edmonton also involved in setting up the event. "The reservations are like the ghettos in many ways. In fact, a lot of people call the inner city the ‘inner rez,’ or the ‘urban rez.’ The difference being that there are a lot more people around."

But Ross is quick to point out the chance for hip-hop to be a vehicle for positive change among native youth, as well as being a positive way to channel their frustrations into an art form. "Native hip-hop is undergoing a change, and it’s definitely getting bigger and bigger," enthuses Ross. "It’s becoming more about creating change as well as expressing individuality."

The night could go a long way to legitimize a growing community in Edmonton in the eyes many who didn’t know something so vibrant was taking place in their own city.
"It’s a night of Aboriginal hip-hop acts all under the same roof, showing everyone how far they’ve taken the game," he explains.
"That’s what we’re trying to do," Brule agrees. "We want to get our name into the same sentence as Kardinal Offishal or Swollen Members."

A major sign of increased exposure is Reddnation’s video premiere that will be taking place on the same night, for Now or Never’s lead cut "Fabulous."
While the concept and content varied greatly from what was initially conceived, the group was able to keep certain ideas intact, even as time and resources began to dwindle.

"We did some shooting around the city, then we rented out Fever Nightclub and shot the rest of it there. We didn’t want to be shown out on the reserve or anywhere else doing something that you’d immediately expect when you hear the words ‘native hip-hop.’ We wanted to be shown having fun–Aboriginal people do to go clubs too," concludes Brule with a laugh.
- SEE MAGAZINE September 7th 2006

I’m sitting in Denny’s with two-fifths of aboriginal hip-hop group Reddnation. On one side is MC Keith Laboucan, aka Madjikal, who calmly leans on a windowsill. Next to him is soft-spoken founder, CEO and executive producer Darren Brule, aka Ill Logikal. Both are relaxed, despite the fact that it’s only a matter of days before the group headlines what is arguably their biggest show to date.

Their upcoming performance at the Starlite Room will be more than just the CD release party for their latest album, Now or Never; it will also double as the world video premiere for their first single, the infectious “Fabulous.”

“We’re billing this as history in the making,” Brule says, tranquilly sipping on a Coke and explaining that Sep 9 has the potential to be one of the biggest aboriginal hip-hop shows that Edmonton has ever seen. Joining Reddnation is an army of other First Nations acts, including Non Status, Won 18, Eloquence, Cappo and ex-War Party member, Lyrically. Brule says it’s time for groups to put differences aside and come together for one party.
“This is the first time the majority of the aboriginal groups have come under one roof and support each other,” Brule says. “We’re trying to set the benchmark for native hip hop in the city and trying to bring more unity to the scene. We’re all different entities, but we’re all coming and joining as one for that night.”

Despite the show’s theme of unification, Reddnation’s Now or Never is a bit of an anomaly as far as aboriginal hip-hop albums go. With the group after a wider fan base, they expanded their sound and produced an album that stands apart from those of other First Nations hip-hop groups.

“Being native and being in hip hop has its pros and cons,” Laboucan says. “But we’re at the point where we want to get in the mainstream regardless of what nay-sayers may talk about. In order to make it somewhere, you gotta cross over and widen your fan-base.”

And although Reddnation pulls no punches when it comes to representing their heritage, their video for “Fabulous,” as Brule calls it, is “just a normal rap video.”

“Compared to all the other native hip-hop music videos that have been done,” he continues, “this is the first video that didn’t have native imagery or content relating to political issues.”
- Vue Weekly, Edmonton, AB September 7th 2006

Hip hop group started in Grande Prairie
Farrah Fennig/Encore (Grande Prairie Daily Herald-Tribune)

It doesn't matter what bio Darren Brule gives to the show organizers, when the hip hop group Reddnation takes to the stage they are introduced as a First Nations group from Grande Prairie.

The boys may have started in the Swan City, but their hard work, dedication and admiration for hip hop music has taken them touring across Canada and recently landed the group a couple of well-deserved awards.

"In November, we won the Aboriginal People's Choice award and the Canadian Aboriginal Music award for best hip hop or rap album for our record, 'Now or Never'," Brule said.
The group began working toward integrating native hip hop as a new genre in the hip hop scene back in 2000. Brule, alongside Sean Beaver, Keith Laboucan and JR Saddleback were originally the fighting four that made the Reddnation sound, but the guys will attest to the fact that the group became whole with the addition of Saskatchewan-based Ian Russel, a.k.a. MC Phenom.

"When we won these awards it was like an overwhelming feeling of joy," Laboucan said. "As a group we are close and continue to be close friends. We are like brothers and we just kept telling ourselves, 'We'll get there'."
Brule remains modest and down to Earth about the group's achievements

"We are very humble and grateful and relieved," Brule said. "This is a big accomplishment, we've been around since 2000 and we really have grown as artists and performers."

Reddnation prides themselves in their ability to rock a show despite the nationality or skin colour of the audience. Traditionally, their fan base started out as aboriginal youth, as many of Reddnation's early shows were for native youth events and now their demographic still includes those crowds who have simply grown up with the group.
"We've done shows without First Nations people in the audience and it doesn't matter. We are a hip hop group who had the crowd going crazy while we were body surfing - it comes down to good music being good music," Brule said.
First Nations hip hop is gaining momentum in the bass-filled beat world of hip hop, but the guys of Reddnation are not about negative vibes concerning community issues, or sticking it to anyone - they simply abide by their morals, values and good hearts to create hip hop music.

"Deep down we are really traditional and down to earth," Brule said. "We don't rap about drugs and partying because that isn't part of our lifestyle - we try to keep it positive."

Native hip hop is becoming a new art form to the world, Laboucan said. Reddnation aims to bridge the gap between native culture and other backgrounds and the success of the last album shows that music is accepted, Laboucan said.
"We try not to focus on common issues First Nations people deal with, we want to step up and go beyond," Laboucan said. "We feel we don't have to write about negative things that happen in the community, we want to write about having a good time. We make up-tempo music that makes you feel good and makes you want to dance."

Native hip-hop deserves exposure, Brule believes, but not necessarily for natives' issues or problems, for the sake of First Nation's people creating hip hop. Reddnation wants to bring their genre to the mainstream because they, like many other hip hop groups, are making good music for the sake of making good music.
"There are a lot of groups who steer clear of really political stuff, and we tend to write music for every background," Brule said. "It is more beneficial because Canada is multicultural."

In the starting days of Reddnation, the group received a lot of negative feedback, not from other hip hop fans of different races or backgrounds, but from colleagues within the native community, as hip hop was not accepted back in that day.
"Rap music is not a part of our culture," Laboucan said. "A lot of people didn't approve, but this is like 10 years ago, fast forward to now and the art form is catching on - it's almost like a new form of rock and roll."
There is something about hip hop music, it has a feeling, an ability to unite, move and invigorate a crowd. Laboucan said it is like when you are on the bus and you have your headphones on with your head nodding away, the music moves through your body.

"Hip hop can make you feel larger than life," Laboucan said. "As an MC you can control the crowd, that's part of the reason why I love hip hop."

Reddnation has proudly represented not only Canadian musicians, but brought a new division of hip hop to light. Aboriginal youth should be proud to be native, Brule said. Reddnation is and they are doing what they can to represent to the younger generations that they too have a choice to follow a dream.
"If we can do it, they can too," Brule said. "Reddnation stands for native people with morals, values and are a few humble guys that hopefully will inspire others."
The first step in success is education, Brule said. Know who you are and rap about things you know. Too many people try to portray a gangster image, and if they actually knew what life on the streets was like, they would sing a different tune, Brule said.

"Stay true to yourself, don't be something your not and remember that success doesn't happen overnight," Laboucan said.
Read more profiles, check show dates and tours or listen to some tracks on the web site at www.reddnation.com.
- Grande Prairie Daily-Herald Tribune

ReddNation takes aim at non-aboriginal rap audiences
Sandra Sperounes, The Edmonton Journal
Published: Saturday, September 09, 2006

EDMONTON - American hip-hop artists like to create their own slang -- with Snoop's famous "izzle" endings to the use of "dog" as a reference to one of your pals.

Producer Darren Brule and his Edmonton crew, ReddNation, might end up adding their own entry to rap's growing dictionary.

Oose, one of 17 tracks on Now or Never, refers to a term of affection used between rapper Anasaz and his daughter.

It also happens to be an aboriginal word for dog, says Brule, a.k.a. Ill Logikal, and head of Red Rocc Records.

"So it kinda worked out," he chuckles.

Yet the rappers behind ReddNation don't like to make a big deal about their aboriginal roots.

Madgikal, Anasaz and Phenom are more likely to rhyme about ladies, Nikes, hundred dollar bills, Jay-Z songs or their own lyrical prowess than living on reservations and racism.

They've already cultivated support from their own community -- ReddNation's 2004 debut, Unstoppable, was nominated for a Canadian Aboriginal Music Award -- so now they want to reach the rest of Canada.

"We came off with a fairly strong album," says Brule. "We're getting a lot of exposure we didn't get on our debut."

His sonic sorcery certainly crosses musical cultures. Doin My Thang is a bangin' number with a heavy-rock guitar riff. Put It On Me includes slick R&B vibes. Truth Be Told rolls with 8 Mile-style synths while Got It Locked features a stellar performance by reggae MC Ila Bash.

"It was the first beat I played for him when he came into the studio and he just lost it," says Brule.

Thanks to VideoFACT, a funding agency, ReddNation shot a clip for its first single, Fabulous, at a local club. With any luck, MuchMusic will play it as much as War Party's Hobbema hit, Feeling Reserved. And who knows? Maybe radio stations will pick up the song.

"Of course, you always have big dreams as a kid," says Brule, who grew up on the Sucker Creek First Nation near High Prairie, Alberta.

"We just never realized it would take awhile. We'll see how the next year goes."

ssperounes@thejournal.canwest.com

- Edmonton Journal