Uprok Records

A Message Neatly Wrapped

~by Stephanie L. Ogle aka. "braidzzz"
mahoganywriter@hotmail.com

Seattle-based Uprok Records is bringing Hip Hip with a Christian message to a nation of faithful listeners. With sixteen artists on their roster and an overwhelming presence in media outlets everywhere, the Uprok team is making it known that they are standing solid as a rock.

SLO: How was Uprok Records started and why?

JOSH (President/Founder of Uprok Records): It was started because I feel like BEC and Tooth and Nail saw a niche that wasn't being filled. It started with Ill Harmonics (top 10 finalists on MTV's "The Cut"), Sup the Chemist and Seattle local, MG! The Visionary. They saw a need and filled it, which is very cool. I came in and took everything over for them over a year ago. I've just turned it up a few notches and tried to sign hard working artists with passion for Hip Hop and life.

SLO: Rap and Hip Hop is known for its edgy, profane and even violent content, how is Uprok Records and its artists able to compete coming from a whole new angle (Christianity)?

JOSH: We can compete from a quality standpoint. Music is entertainment to people and many just want to hear "good music". Good music is what we strive to do. By releasing great hip-hop, people can get by the stereotypes associated with Christian artists. We are regular people and artists just like anyone else, except we live the lifestyle of Christians. People are ready for something real. Credible music, with both musical integrity and lyrical integrity as well. I think that once people really look at most of what's coming out, it leaves a very hollow feeling from the content. I mean.... really, there are only so many ways to rap about guns, thongs, and weed. Many people want something more than just the same old stereotypical hip-hop. That's what Uprok provides, something different from the norm. Uprok is about creating and setting standards to push ourselves as a whole and also challenge other artists to do higher quality material. It seems like from a creative standpoint things are semi-stale right now.

SLO: I was really feeling the whole "Tunnel Rats" vibe. And to be honest, they did a good job in the fact that they are rapping about Christian issues. Do you think this will get them airplay or even build a fan base from those who might not normally listen to Christian Hip-Hop?

JOSH: Good music is good music (smile) Good music should and will get played/heard. We don't use faith as a crutch to be weak or for any other reason. We tend to not label what we do as "Christian Hip Hop" simply because its normally going to close every door out there and people automatically tune it out. We do Hip Hop. We are Christians. As a label we are trying to shed the mentality of everything that a Christian could do, is well.....wack. We aren't ashamed of what we stand for by any means. We do music for the masses and not just one narrow group of listeners. Likewise groups like Jurassic 5 don't get labeled "Muslim hip-hop" or something. I think the label insults peoples' intelligence. They will figure it out what an artist is about and what they believe after hearing it. On top of that, I feel we have some really excellent material.

SLO: Do you feel that respect is given to Uprok Records and its artists by mainstream labels and artists?

JOSH: We have a ways to go. We have gotten some very positive response from people in the industry of respectable position, as well as alot of high ratings in reviews. Uprok is a newbie and we do have alot to prove before many people will hear our voice (smile) I really feel like we are destined for a bright future if we keep doing what we have been. It takes alot of hard work and long hours (boy, do I know about that!) and just exceeding standards people place on Hip Hop. From an indie standpoint it seems like we have to be 5 times tighter than something that's out for people even to listen. That's ok though because it's pushing us, our artists. We've had calls from majors on several of our artists. It's great to hear comments from our peers about what we do. 2002 will be a big year for us in this dept.

SLO: I discovered that "What's The Word Magazine" gave Uprok Records props as "Record Label of the Year". How does that recognition feel?

JOSH: Its pretty cool that alot of people are seeing what we are up to. In my opinion we really aren't "there" just yet. We had a great 2001, but 2002 looks a whole lot better! We are really blessed to have such a deep roster that can stack up against alot of what's out right now. Many distinct flavors of Hip Hop and alot of appealing stuff. We haven't hit our stride yet, by far. So if that's what people think already, then alot of listeners and fans.

SLO: What do you think about the current state that Hip Hop is in?

JOSH: Well, it seems like it really isn't going anywhere. The last three years seem just blurry as nothing is really standing head and shoulders above anything. Hopefully there will be some sort of renaissance of sorts. I'd really like to see more of the conscious artists and independents see the light of day. There are loads of talented artists in the "underground" that could appeal on a much bigger level without compromising musically. I hope there will be less of the typical "gun, thug, hoes, weed" stuff, and more music with meaning and social consciousness. With the Sept 11th stuff, I really feel these changes will happen as people begin to understand that our lives can change in an instant. There are things that are much more important than what I mentioned. Family, is a big one. As artists and labels we have to accept responsibility for what's being released. Ten years down the road we may feel repercussions that we may not like because of what we did. We need to refocus as a community. Hip-hop people may not always see eye to eye on faith issues, but we can come together on the need for dealing with social issues. Issues like drug/substance abuse, single parent families, crime etc., etc.

SLO: In terms of R&B in recent years we've seen Gospel acts crossover into the mainstream market. Do you feel that the same thing could/will happen with Christian Hip Hop?

JOSH: We really hope to create some noise in the general market. That's who we make music for.

SLO: Of those Gospel acts that did cross over, many of them caught flack from the Christian community, if Christian Hip-Hop acts were to do the same, do you feel flack would soon follow?

JOSH: Unfortunately there is alot of ignorance and a lack of understanding that creates this. Its not about crossing over as much as it is being relevant to people and the culture. Then there will be no need to "cross over".

SLO: Personally I feel that certain events that have happened (Sept. 11th) here in the US and around the world have brought about something I call a "Spiritual Awakening" for alot of people who are now turning to prayer, scripture and worship almost in record numbers. Would it be safe to say that Uprok will be a willing "leader" for those seeking truth?

JOSH: That could certainly be said. I feel like we are offering an alternative to all that's out there. The music will speak for itself, and everyone that takes a listen usually loves it. All the rest will follow.

SLO: I want to say that I am happy to see such a label like Uprok thrive and be successful as you have. If your message reaches just one person (young or old) then that is a blessing.

JOSH: For sure. It goes back to social responsibility and taking care of the ills that are out there. We've really just started and it should continue to be a nice run for us as a label. My hope is that we can connect with people on their level.

SLO: Does Uprok plan to produce NON Hip-Hop acts (ie: R&B-ish) in the future?

JOSH: Well, I shouldn't rule anything out.... For now we are doing hip-hop almost exclusively because that certainly keeps my hands full! I'd rather excel at one thing rather than try to do a bunch of stuff all mediocre.

SLO: Do you accept demos or are you looking for new talent? If so, where can > people send that info to?

JOSH: I'll take a listen. I try to not accept much for unsolicited demos because it gets overbearing with all of them coming in sometimes 40+ a month. All of our info is available on our website: http://www.uprokrecords.com[sign up for the email list there too]. To get and idea of the type of music we are doing, check out http://www.mp3.com/uprokrecords. There are links to all of our artists too.