Many producers have tried to become lyricists after a strong reign at being behind the beats, only to find that being a Master of Ceremonies is a task that has to be practiced and mastered in order for the public to feel it completely. Swizz Beatz AKA Kasseem Dean has taken on this mission.
Swizz made his name a household one in the Hip-Hop world by producing blazing classic tracks for DMX’s “Ruff Ryders Anthem,” and “Stop Drop.” He also made bangers for Eve, Jay-Z, Jadakiss, Busta Rhymes and newly unreleased jointz for the upcoming Styles album A Gentleman and a Gangster.
I got the chance to speak with the Bronx born Swizz and his music goals are extremely interesting. He has a new imprint label deal with Clive Davis over at J Records titled Full Surface. The name comes from the original moniker for the label Full Service. Swiss says, “We was covering everything from the South to the hardcore, I’ll even have some Reggae and I wanted to be educated before I started poppin off branches plus I couldn’t get the other name.”
The title of Swiss’ Debut is G.H.E.T.T.O. Stories Swizz says, “I called it that because whether you Black or White everybody got a ghetto Story and it don’t have to be about growing up in the hood either.” So why does a successful producer want to take the chance of possible failure at being an emcee? Swiss states, I got tired of giving away hits, people don’t appreciate it. I originally started off doing it and I just wanted to give people something different from me. When asked why he signed with Dreamworks Records for his solo deal instead of his original home Interscope, Swizz’ business side shows up. “Interscope had their hands full. They got Dre, Timbaland, and Ruff Ryders. I wanted to be the focus. I wanted to be their first artist to drop a crazy urban album. Plus I score movies and this gives me a chance to talk with Steven [Spielberg]. I’m looking past Hip-Hop. I want to be 70 or 80 years old still doing this, I’m tied into the movie thing so right now I’m scoring movies; so all of that inspired me to go with Dreamworks. I’m scoring Triple XXX, Dirty Dancing II and The Fast and The Furious II. I’m also studying to be a music Attorney.” Kasseem’s plate is definitely full.
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I also inquired about the health of his Uncle Dee. Dee who is part of the family trio of CEO’s of Ruff Ryders was involved in a motorcycle accident some time ago. “Man, Dee got the fastest recovery in history. We’re very involved with several projects. We just signed Jin. (Jin is the Asian kid who blasted BET’s 106 and Park Freestyle Friday’s for seven wins) Dee’s movin around and he’ll be walkin soon. He’s got a 100 percent recovery and we gotta thank God for that.” Swizz goes on to tell me that his artist Yung Wun drops in August with a single entitled “What You Come Here For” and waiting in the wings is Mashonda and Cassidy all of whom are featured on G.H.E.T.T.O. Stories.
Well whats gonna make a Swizz Beatz album different from a Ruff Ryders album I asked and he simply says, “Man you not gonna get Ja Rule and Metallica together on a Ruff Ryders album I wanted it be as far away from a RR album as possible.” Even though Swizz wanted to make his Debut different he still incorporates some collaborations that are not far from his street signature mark. He’s got Jadakiss and Ron Isley on “Big Business,” himself and Busta rhymes on “Endalay.” The differences on the album include the lead single “Guilty” featuring Bounty Killer. “We Did It Again” Featuring Swizz, Ja Rule and Metallica. There’s also songs with Lil Kim, Nore, Eve, and Shyne. Yeah that’s right Shyne. Keep ya head up soldier.
So with the success of being a sought after producer, Swizz now lends his voice to his music. He awaits the feed back of the public, with their ever-watchful keen eyes. From hood to hood to backyard to yard, Swizz is working on a dream with a new label new artists and a soul dipped in movies and music. Y’all judge the outcome. Is the drink watered down or is it mixed just right?
