Ghetto Concept Presents…7 Bill$ All-Stars: Da Album

(7 Bill$|ViK)

DA BIO

After listening to two-time Juno award winning rappers’ (Kwajo "Cinqo" and "Dolo") tight, "street reality" based rhymes and punchy hooks, one would never guess that Ghetto Concept spent their formative years competing at local rap-off contests at community centres and ciphering in basement parties. Representing Rexdale and Jungle for the last decade in a fickle Canadian urban music industry would probably bring most emcee's ambitions to a grinding halt. But not Ghetto Concept (GC). With a firm do-it-yourself ethic in place, GC formed 7 Bill$ Entertainment in 1996 releasing the seminal club tune "Krazy World" (which earned them a Canadian Urban Music Award and Juno nomination)...and they haven’t looked back since. The moniker "7 Bill$" was devised by GC to represent the fact that in their quest for nationwide rap domination they are ultimately seeking to earn monies in the seven figures to help uplift their families and communities out of the struggle. When GC released the critically acclaimed self-titled debut album in 1998 everyone took notice. What would compel a multi-platinum recording artist (Onyx's Sticky Fingaz) to spit fiery rhymes on their remix to "Precious Metals"? Well, it certainly wasn't the money. Straight up, GC's street credibility has always made them stand out from the crowd.

Fast forward to 2002, and GC and ViK. recordings (BMG Canada Inc.’s domestic label) have teamed up to launch a two-pronged assault on the Canadian music landscape. By forming a partnership with Ghetto Concept, ViK. recordings has firmed up their respected rap position from coast-to-coast, first with the gold-selling Rascalz on the West Coast (Vancouver), and now with GC locking it down in Toronto. And GC's 7 Bill$ Entertainment is again leading the "street reality" rap charge with the release of Ghetto Concept Presents…7 Bill$ All Stars: Da Album. Similar to a Dungeon Family or Flipmode squad project, Da Album is a 17-track release which features a new wave of emerging artists on the 7 Bill$ roster, rocking rhymes over a seamless fusion of hip hop, soul and reggae riddims. Explains Kwajo, "We just recognized that there's a whole lot of talent coming out of Toronto. Most of the artists on this album are from our neighbourhood...these are rappers whose art/work we've respected for a long time."

Ghetto Concept and their extended rap family's journey to new school rap greatness begins with the "Still Too Much" remix featuring Maestro, Kardinal Offishall, Red-One, Snow and Ironside, a song that takes off where Rascalz’ "Northern Touch" left off. Not only is it the rap anthem du jour, prominently showcasing Canada's hip hop elite, but it also works as a follow-up to their chart topper "Too Much", a feature single on the platinum-selling Baby Blue Sound Crew album. "Too Much" was subsequently used as a theme song in the ad campaigns of two of the most prominent Canadian urban media entities in the country, Canada's first urban radio station Flow 93.5 and MuchMusic's specialty digital channel MuchVibe.

The tradition of Ghetto Concept has always been about creating socially-conscious commentary (says Dolo), so the second single "Rest In Peace" is a tribute to GC's friends and loved ones that have passed away due to violent incidents. "At the end of 2001, we lost at least 16 people," explains Dolo, "this song is dedicated to victims of gun violence, natural causes, even 9/11." Adds Kwajo, "Violence is an on-going cycle that needs to be stopped. There's no sense killing one another, there's a bigger enemy at hand." Juno award winner Len Hammond contributes his smoky, roots reggae vocals to the cut's prelude, and the full song boasts contributions from R&B soulsters In Essence and the rhymes of Angel Duss and Ray Smoove.

One listen to the album and you'll notice that 7 Bill$ Entertainment label signees Angel Duss and Ray Smoove flaunt distinct rap flows that you'll agree act as an assault on mediocrity, complacency and all that can be perceived as a breath of fresh air in the Canadian rap game. On "Kitty Kat", Angel Duss' solo opus (performed with additional vocals by Shy Luv), she flips rap’s gender script on its head à la Foxy Brown or Lil' Kim, spitting venomous lyrics about female empowerment and the struggles of growing up young, black and female.

At a time when most "thugged out" albums sound more like the product of a marketing meeting than that of any creativity, singles like "West Side Story" promise to go down in the Canadian rap annals as the first ever "reality rap" posse cut uniting some of Toronto's finest talents. At a time when beefs over Toronto rap regionalism threaten to escalate into copycat Notorious B.I.G. and Tupac scenario's, GC subvert these energies, reaching out to warring factions to squash the beef between the 'hoods. Rap talents from hip hop hotbeds Rexdale (Madlocks, Big R, Chewy and Manchi), "Jungle" (Ray Smoove), Jane/Finch (Black I), Jane/Falstaff (Jugganot,) and Oakwood/Vaughan (J-Wyze) get to mix and mingle on the mic in a lyrical format that's nothing short of awe-inspiring. GC also produce a family affair, like Sly, on the 7 Bill$ label collabo cut "All Stars" where everybody from the company's A&R (Shadow Boxer) to the vice president (Billy Staxx and Exodus) recite fiery rhymes over sparse string arrangements.

As the pioneers of the distinct dancehall-influenced rap flow used by a plethora of local emcees, Ghetto Concept revisited these energies by going down to Jamaica's King Jammy's studio to record some authentic dancehall-inspired tunes featuring Skatelina who performs the albums intro. Ward 21 also appears on "That's That Shit" alongside Angel Duss and Ray Smoove. In addition, the album flaunts a literal who’s who of new school emcee talents (Kerry Cox, Kryp2nite, Teddy Hollywood, Shirley Dynamo, Point Blank).

In the end, it is clear that self-made rap unit Ghetto Concept would rather push artistic envelopes than lick 'em, and this mantra goes on to explain why they are in the process of developing a multi-media entertainment entity that's designed to become the biggest urban entertainment company in Canada. In addition to furthering the careers of label signees Angel Duss and Ray Smoove, the duo plan to push out 7 Bill$ branded movies, DVD's, mixtapes and a clothing line.

After years of hard work, Ghetto Concept will finally get their just due for their contribution to Canadian hip hop. As Kwajo explains: "Cats like Kardinal and Choclair, came out before us with the benefit of major label backing, but we were the first cats that people heard on the radio and wanted to rhyme. We had to scratch, claw and fight for 12 years to get us where we are today. Nothing was handed to us on a silver platter. But now that we're here, it's on and popping."

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