Ro Spit
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Ro Spit

Detroit, Michigan, United States

Detroit, Michigan, United States
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"Burn, Baby, Burn!"

By William E. Ketchum III

As a member of one of Michigan's most storied hip-hop crews, Roland "Ro Spit" Coit, 30, has been working on music for nearly a decade. But within the past two years, Coit and business partner Rick Williams have also established Burn Rubber, the most reputable sneaker boutique in the state, with rap stars such as Mos Def and Jay-Z visiting the Royal Oak store, rocking its product, and even shouting them out onstage, as the latter recently did during a Ypsilanti appearance.

Not bad for a "Plan B" when facing an industry that's continuously becoming less potentially lucrative.

"When you're a kid that's rapping, you think that all you need is a big break," Coit says. "But I have a wife at home, so I need to have a job. I couldn't go as hard with music. ... [But] the store has resurrected my rap career, because there's a group of people I would've never known that are listening to my music."

Coit got his start in rap in the late '90s alongside cousin OneBeLo (formerly known as OneManArmy), who was half of the critically acclaimed duo Binary Star and leader of the Subterraneous Records crew. Coit considered himself "terrible" at rapping, but, after finding the turntables to be a natural fit, he began spinning at Subterraneous gigs and booking other parties and events in the area. Coit eventually fed his emceeing bug and, as Octane, crafted his own identity while closely observing his group mates to learn the qualities that made them great.

"I'm in a room with Decompoze, Kodac, Magestik Legend, and all these other people, and each one of them is completely different," Coit says. "So I figured I'd sit back and learn from them. I tried to take what I thought were the dopest [elements] from all of those cats, and apply them to myself."

Rapping under the moniker of Octane, Coit's youthful spirit and cocky, fashion-driven rhymes stood out from the rest of Subterraneous' more serious lyrics. In between opening shows for major acts that performed in the area, he recorded dozens of songs, including an entire solo album that would remain in the vaults for years. But in 2006, he finally released The Forgotten...Chosen, an album he recorded with fellow Detroit emcee iLLite, and strengthened his rep as a formidable solo artist.

But Coit decided that rhyming wouldn't be his only hustle. In 2007, Coit and former professional tap dancer Rick Williams took over Burn Rubber, a sneaker boutique that was founded in 2004 and had already built a reputation for exclusive footwear and clothing. When the store's previous owner got a promotion with Nike that required a move to the West Coast, he turned to Williams, who'd established a rapport with the owner when he built the store's website. Coit was already in the process of working on proposals to open his own store at the time, so it seemed natural that he should buy the store.

Once Coit and Williams took over Burn Rubber, they transformed its previous "grown-up, Manhattan" style and geared it to a youthful, urban crowd. After nabbing exclusive accounts with the likes of Nike, Adidas, 10Deep and other world-known brands, the duo transformed the store into a one-stop shop for limited-edition, hard-to-find sneakers and the latest street wear. It's not an uncommon occurrence to see enthusiasts camping outside, waiting for midnight releases of prestigious kicks, such as Roots drummer ?uestlove's special-edition Nike Air ?uestos or Kanye West's Nike Air Yeezys.

Coit's musical roots were never left behind, however, and the store has also served as an area hip-hop hub. Such mainstays as Slum Village and Big Sean regularly shop there, and national stars Mos Def and the Alchemist have stopped by as well, leaving signed sneakers in the display cases. Record labels also regularly enlist Burn Rubber for in-store meet-and-greets to promote releases from national acts, including Clipse and Wale.

But while established brands and artists are both staples of Burn Rubber, Coit insists that the store's most important material is its own Burn Rubber-branded gear. New Era fitted caps, T-shirts, outerwear and accessories with the Burn Rubber logo are opportunities for BR disciples to show their allegiance. And at last month's concert at Eastern Michigan University, Jay-Z inquired about the store onstage after seeing so many of its items on fans in the audience.

"We literally can't keep the Burn Rubber gear in the store," Coit beams. "Nike can take Nike away, but one thing they can never take away from us is Burn Rubber. So if we build our brand up to the level of these other brands, we're good to go."

The store and Coit's music career have helped each other immensely in reverse ways. Coit lures new buyers by wearing Burn Rubber gear at his shows, and he records and performs with artists who shop at the store.

"No one's going to push Burn Rubber like I will. So the bigger I get and the further I go, the bigger and better Burn Rubber is," Coit p - Metro Times


"Ro Spit: Modern Day Superman"

Roland Coit sits at a long table inside Champion Sound; a large room divided by its differing decors, one half being rich red walls and art-deco chairs and the other boasting exposed brick and piping, as well as the sound equipment. Glitz versus grit; work versus play, depending on what one considers “work.” Moments before a studio session, Coit takes a few minutes to chat with his managers about his upcoming album release party and relax before diving into work, probably for the 100th time today. You see, Coit is an entrepreneur, rapper and family man – every aspect of life involves work, the only difference between he and the rest of us is that he loves every second of it.

As quick as he is to label himself a workaholic, he’s even quicker to make time for his family. “I have the coolest wife God ever made,” he says smiling. “She understands the bigger picture.” In addition to a wife, a daughter and a booming rap career, Coit is also the co-owner of Burn Rubber sneaker boutique in Royal Oak. Though he’s successful now, there once was a chance that Ro Spit may never have happened.

“I had a thing that when I started rapping that if I wasn’t at a certain point in my career by the time I turned 30, I was gonna be done with it,” Coit says. “It was like as the countdown started to happen things started picking up for me.” As quick as 30 snuck up on him, Ro Spit snuck up on the masses. Almost instantly metro-Detroiters were hearing Coit’s “Leave Me Alone” being played on WJLB as well as the buzz that was forming on the ground level of Detroit hip-hop.

In a few short months, Coit and his team have begun building an empire. With the dawn of the “Oh Sh#t! Project” thousands of listeners from all over could finally hear Coit in all his glory. Some may argue that Coit’s success level is already higher than most, that there’s no need for another career. While it may be true, Coit is the first to state that everything looks different from the outside. “Some people think ‘they’re doing it, they’re rich’ and I’m like ‘we haven’t even gotten started yet’ and that’s the scary part about it,” he admits. Adding to his never-ending workload are two other projects, one with Ann Arbor based producer 14KT of Athletic Mic League as well as a Dutch producer, Koen Beats, the later of which Coit has only spoken with once.

One may ask how he does it. With the adroitness of a robot and the brain of a genius, Coit manages to finish all projects, all matters of work, in a day. “I get very little sleep,” he says with the raise of an eyebrow. “My mom always said ‘sleep when you die,’ so I’ll literally go till my body shuts down.” And all the work is starting to pay off. In the course of a year, those close to Coit have seen his successes pile up. From further imprinting Burn Rubber on people’s minds to having his project get downloads from the Netherlands, Coit is at the verge of a large-scale explosion. “I wanna be the biggest star in the world. Realistically it could happen, more than likely it won’t happen,” he says. “There’s so much to do in this world. Every dream that I have I’m trying to fulfill in every kind of way.” | RDW

- Real Detroit Weekly


"Ro Spit: Modern Day Superman"

Roland Coit sits at a long table inside Champion Sound; a large room divided by its differing decors, one half being rich red walls and art-deco chairs and the other boasting exposed brick and piping, as well as the sound equipment. Glitz versus grit; work versus play, depending on what one considers “work.” Moments before a studio session, Coit takes a few minutes to chat with his managers about his upcoming album release party and relax before diving into work, probably for the 100th time today. You see, Coit is an entrepreneur, rapper and family man – every aspect of life involves work, the only difference between he and the rest of us is that he loves every second of it.

As quick as he is to label himself a workaholic, he’s even quicker to make time for his family. “I have the coolest wife God ever made,” he says smiling. “She understands the bigger picture.” In addition to a wife, a daughter and a booming rap career, Coit is also the co-owner of Burn Rubber sneaker boutique in Royal Oak. Though he’s successful now, there once was a chance that Ro Spit may never have happened.

“I had a thing that when I started rapping that if I wasn’t at a certain point in my career by the time I turned 30, I was gonna be done with it,” Coit says. “It was like as the countdown started to happen things started picking up for me.” As quick as 30 snuck up on him, Ro Spit snuck up on the masses. Almost instantly metro-Detroiters were hearing Coit’s “Leave Me Alone” being played on WJLB as well as the buzz that was forming on the ground level of Detroit hip-hop.

In a few short months, Coit and his team have begun building an empire. With the dawn of the “Oh Sh#t! Project” thousands of listeners from all over could finally hear Coit in all his glory. Some may argue that Coit’s success level is already higher than most, that there’s no need for another career. While it may be true, Coit is the first to state that everything looks different from the outside. “Some people think ‘they’re doing it, they’re rich’ and I’m like ‘we haven’t even gotten started yet’ and that’s the scary part about it,” he admits. Adding to his never-ending workload are two other projects, one with Ann Arbor based producer 14KT of Athletic Mic League as well as a Dutch producer, Koen Beats, the later of which Coit has only spoken with once.

One may ask how he does it. With the adroitness of a robot and the brain of a genius, Coit manages to finish all projects, all matters of work, in a day. “I get very little sleep,” he says with the raise of an eyebrow. “My mom always said ‘sleep when you die,’ so I’ll literally go till my body shuts down.” And all the work is starting to pay off. In the course of a year, those close to Coit have seen his successes pile up. From further imprinting Burn Rubber on people’s minds to having his project get downloads from the Netherlands, Coit is at the verge of a large-scale explosion. “I wanna be the biggest star in the world. Realistically it could happen, more than likely it won’t happen,” he says. “There’s so much to do in this world. Every dream that I have I’m trying to fulfill in every kind of way.” | RDW

- Real Detroit Weekly


Discography

The Forgotten Chosen
The OH S#!T Project
Singles: Leave Me Alone, Levi Denim, Renaissance State of Mind

Photos

Bio

It’s one thing to make a name; it’s a totally different thing to make a lane. Hip hop artists have always been regional, the same way that NASCAR drivers generally hail from the southern locations; sure you can blossom from anywhere, but it just doesn't resonate as well. So how do you get your message out to the world when their ears are pointed elsewhere? If you are Ro Spit you become a champion at home, then you conquer the world. Being crowned at home however, isn't automatic; it requires the synergy of the community and fine tuning the homegrown nuances of hip-hop music that Ro Spit has bopped to for years.
The multi-talented Roland “Ro Spit” Coit started at the roots deejaying parties across the Metro Detroit area including the iconic St. Andrews/The Shelter, eventually grasping the sound hip hop crowds love to hear. Amidst his deejay sets, Coit wrote rhymes as well, a testament to his insatiable work ethic. His launch-pad arrived in the form of his cousin, One Be Lo, whom he connected with through Binary Star. A duo project with long time friend Terron “Illite” Calmese entitled The Forgotten Chosen would ensue.
In an effort to present his material Coit became a ubiquitous performer, rocking mics at venues across Metro Detroit area, Chicago, and Ohio. He vastly expanded his fandom eventually opening national acts including The Clipse, Wale, and Talib Kweli as well as performing with seasoned veterans such as DJ Premier and Slum Village.
From a kid growing up in Pontiac, Michigan imitating his favorite emcees as a kid with his cousin, to a national performer Ro Spit has helped shoulder the re-branding of Michigan hip hop. From rapping with dry cleaning hangers to holding authentic microphones, Ro Spit saw his future before he knew it. At home in Michigan he’s referred to as a “Champion” a tagline his highly acclaimed sneaker boutique “Burn Rubber” coined, looks like the title fits.
Ro Spit has ascended methodically with his most current release The OH S#!T Project, sponsored by Acapulco Gold x Burn Rubber available for download. Notable features include Bun B, Big Sean, Monica Blaire, Curtains, Marvwon, and Stretch Money. Continuing his hard-working routine, Ro Spit has multiple projects to follow. Look for a collaboration EP with 14KT as well as The Closest Thing to Him produced by Koen (Blocnotes) the first quarter of 2010. The album is produced by Koen (Blocnotes, Netherlands) and features Black Milk, Fat Ray, Fatt Father, Marvwon, Guilty Simpson, Illite, One Be Lo, Monica Blaire, Elzhi and more