INTERVIEW: theBREAX talk about their new “Toe Tappy” dance song, MTV, and how I get mentioned in their lyrics

On Monday, San Diego-based hip hop group theBREAX released a theme song for the “Toe Tappy” dance developed by Knucklehead – the MC/choreographer who won Coca-Cola’s nationwide “Make It Possible” contest.

I recently caught up with BREAX frontman Ruslan via e-mail to discuss that record, how well he believes MTV portrays hip hop culture, and how I got a shout out in the lyrics of this track.

Sketch: Aside from the theme of your When theBREAX Sold Out project a few years ago, I don’t think I would have pegged you guys as a group who developed a dance song in partnership with a soft-drink company. How did this opportunity come about?

Ruslan: The whole point of that project was to push the envelope and show our audience that we refuse to be boxed in as “underground rappers.” The truth is we love mainstream music and we enjoy dance music, [group member] Beleaf in particular really enjoys dancing.

The opportunity came about after Knucklehead finished shooting the Coke Zero video with Perez Hilton and Carmen Electra. He decided he wanted to do an original version of the song that was more reflective of his brand as a dancer and a part of his group Street Kingdom. He got with Beleaf who had Mr. Noise build the foundation of the track in Baltimore over the Memorial Day weekend. Then it was passed onto me, DJ Rek, and JRuckers to finish the track and get the mix right.

Sketch: theBREAX have sort of developed a rep for “positive hip hop.” It’s easy to see how you might plug that into your lyrics, but can how might it also work with the dance element of the culture? Can there even be such a thing as “positive hip hop dancing”?

Ruslan: I think krump dancing in general is very positive. It’s often misunderstood, but the energy behind it, at least from what I’ve learned being around Street Kingdom, is to bring glory to God and express yourself.

Within the context of hip hop culture I think the different dances are actually really positive. It gives people something to do on the dance floor besides bump and grind. It’s like a resurgence of the late 80′s and early 90′s time period of having to know different dances to be “cool.”

Now a days it’s the same thing – every few years a new dance comes out and the “cool kids” all learn it. I’m happy they aren’t Blood/Crip walking or having sex on the dance floor with their clothes on.

Sketch: You recently started connecting with your fans with Freestyle Friday videos where you improv a song based off of suggestions from your followers on various social media outlets. How has that gone for you so far and why did you decide to do this given that freestyle raps often aren’t as polished as full-length songs on albums?

Ruslan: Freestyle Fridays is a lot of fun. We basically love connecting with our Breaxheads [the name the group has given their fans], we love meeting them, and we love interacting with them. We figured if we can do that over the net it’ll allow the connection to feel that much closer.

 

Sketch: This “Toe Tappy” song connects you with Knucklehead – a dancer who competed with the group Street Kingdom on MTV’s “America’s Best Dance Crew.” You’ve also done songs, shows, and videos with Fonzworth Bentley who had his own “G’s to Gents” reality show on that network. In your opinion, how well is MTV covering/promoting hip hop culture as a whole? In what ways are they excelling and where do you think they could improve?

Ruslan: MTV’s objective isn’t necessarily to cover hip hop culture accurately. Their objective is entertainment and ratings.

But I do think they do a good job with guys like Sway who is a part of the culture and engaged. They could improve by showing a more balanced version of hip hop – to highlight the independent scene, the positive stuff and what guys like Lecrae and Thi’sl are doing.

At this point our movement isn’t below the radar like it was five years ago. I think MTV can, and hopefully will, come alongside and bring positive/inspiration music more exposure.

Sketch: How’d it come about that I get a shoutout (my Twitter handle at least) around the 1:55 mark of this song? Was it just so that I would write about it? If, it kinda worked.

Ruslan: That came out very naturally in Beleaf’s verse. He was just vibing in my living room as he was writing it and I was like “Was that a SketchtheJ shout out?!? That’s fresh!”


Purchase “Toe Tappy” on iTunes here.

VIDEO: Andy Mineo & Ruslan (theBREAX) share their biggest mistake

At SXSW 2012, Tre9 and I moderated a panel discussion of Christian rap artists including Andy Mineo, Trip Lee, Von Won, k-Drama, Thi'sl, Ruslan (of theBREAX), KB, and PRo. 

In the video clip below, Andy Mineo and Ruslan share their biggest music ministry mistake (so far) so that others can learn from it.

INTERVIEW: Ruslan of theBREAX at SXSW 2012

Here's a quick video interview I did with Ruslan of theBREAX at SXSW shortly after our DJ and MC Skills competition.

In it, he discusses that event, the talent level of Christians in hip hop, and how to strategically market their work. As you can tell, he was excited.

VID: At SXSW 2011 Bentley, Ruslan, D-MAUB, Solo, & Ambassador discuss keeping the faith in full-time music ministry

Here's another clip from my friends at Factor Effects of the artist panel discussion I facilitated at SXSW (South by Southwest) last month.

In this clip, Fonzworth Bentley, Ruslan (from theBREAX), D-MAUB, Solo from the Gospel Gangstas, and Ambassador answer Gifted the Flamethrowa's question about keeping the faith and being able to consistently hear from God when you're on the road and doing full-time music ministry.

Win 1 of 3 fantastic Right Out Loud - The Prequel prize packages from Ruslan & theBREAX

One thing I love about the homie Ruslan (from theBREAX) is that he’s a giver.

First, it was a free mp3 of his tough-as-nails remake of Jay-Z’s “D.O.A.”

Then, it was the Right Out Loud – The Freequel mixtape.

Now, he’s giving away three, yes, three Right Out Loud - The Prequel EP prize packages exclusively to listeners and fans of Sketch the Journalist and The Wade-O Radio Show.

Here’s the deal, Ruslan recently released his new project, Right Out Loud – The Prequel EP, to iTunes and various digital outlets.

One of my favorite tracks on the album is “Domesticated.” It’s a refreshing song that honors and celebrates the joys of being a legitimate family man.

If you’re familiar with the song (and even if you’re not), then you need to check out the fantastic film version here that keeps it realer than just about 95% of all hip hop videos ever created.

I think this is a message that deserves an even greater push. As such, I’ve teamed up with Ruslan and The Wade-O Radio Show for a little “Domesticated” contest.

All you have to do to win a Right Out Loud - The Prequel prize package is to take and submit a picture of you doing something “Domesticated.”

You’ll also need to find a way to creatively work in text that says “Buy Ruslan’s Right Out Loud - The Prequel on iTunes today.” This could be via a handmade sign in the background, a skywriter that you hired to decorate the clouds above you, or a message knocked out on your little kid’s Lite Brite that’s off to the side.

Then e-mail your submissions to domesticatedcontest@gmail.com by 5pm PST June 4, 2010.

After that we’ll post all valid entries on WadeORadio.com and open it up to a public vote.

The three entries with the most votes at noon PST on June 11, 2010 will be named our winners. First, second, and third place will be determined by the final vote tally and will be announced by Ruslan on an upcoming episode of The Wade-O Radio Show.

All of our winners will receive a Right Out Loud prize package that consists of:

• Ruslan – Right Out Loud - The Prequel deluxe digital edition
  
• Ruslan – Right Out Loud - The Prequel hard copy
• theBREAX- Broken Television DVD
• theBREAX - When theBREAX Sold Out
• theBREAX – Self-titled debut album
• Mikel Anthony - The Schematic
• Heavenly Host - Thornz In My Flesh
  

First and second place winners get all of that - PLUS:

• A theBREAX t-shirt in their size.
• An “Anti-hype Revolutionary” t-shirt (as worn by Ruslan in the “Domesticated” video) in their size.
  

And the ultimate winner gets all of the above - PLUS:

• theBREAX hoodie
• A Movement Church “I Love My Wife” or “I Love My Family” t-shirt (as seen on Ruslan in the “Nothing in Particular” video) in their size.
• Two pairs of Airspeed shoes in of their choice and size

So get your thinking caps and cameras on and figure out how you can show off your “Domesticated” side. And if I may suggest some theme music for your efforts, go download the track from iTunes for a mere $0.99 cents.

Get going and good luck!

Contest rules:

• This contest requires a minimum of 25 entries to be valid.
• Sorry ladies, we’re trying to encourage our brothers here so this contest is only open to the fellas.
• One entry per person.
• All submissions must include:

- Legal name
- Rap name (if applicable)
- Age
- Phone number
- Physical mailing address
- Preferred t-shirt size
- Preferred hoodie size
- Preferred shoe size

• Submissions containing nudity, sexual innuendo, or inappropriate attire, symbols, and messages will not be permitted. Ruslan, Wade-O, and Sketch the Journalist will make the sole determination of any entries that cross these lines.
• By submitting an image to this contest, all entrants grant Ruslan, theBREAX, The Wade-O Radio Show, and Sketch the Journalist permission to post and use their name, likeness, and photograph (and that of anyone else in the photograph) in any and all online, social network, and printed promotion related to this contest.
• Entrants also grant Ruslan, theBREAX, The Wade-O Radio Show, and Sketch the Journalist permission to include them on a marketing list for future Christian hip hop and ministry-related endeavors.

Vid: Ruslan "Domesticated"

When is the last time you saw rappers doing dishes or folding laundry in a music video?

This is how we need to "keep it real."

This track is off of Ruslan's solo Right Out Loud: The Prequel EP. Buy it here and look for some more info about how you can win a copy from me and Ruslan soon.

Related:

5 Reasons Why I Love Ruslan's Right Out Loud: The Freequel Mixtape

5 Reasons I Love Ruslan's "Right Out Loud"

Ruslan of theBREAX dropped this FREE mixtape gem a while back and I absolutely love it. Here are 5 reasons why.

1. It uses a real DJ.

How many "mixtapes" have you heard that are nothing more than an iTunes playlist? No host, no cuts, no blends. Bump that!

Right Out Loud features DJ Rek (one of the biggest secular producers from San Diego that has started the transition into doing Christian Hip Hop) who handles all of that with ease. It's such a breath of fresh air. Fans of "Anchorman" will love his Ron Burgundy (also from SD) drops too.

2. Remakes don't dominate.

Believe me, I love a good remake and know that's what a decent portion of the mixtape genre is about (see Chamillionaire's successful Mixtape Messiah series,) still, you can feel bogged down after a while, especially if it just mimics a mindless radio playlist.

Here, Rus switches between mainstream remakes ("Transform You," "How Low," "Forever,") original songs ("Nothing in Particular" and "I Can Dig It") and even some Christian hip hop retakes (DJ Official's "Show Off," Washington Projects' "Zepher Wings," and R-Swift's "Chased.")

The variety is much appreciated.

3. He actually says something.

While this joint has punchlines, it's also got lines that punch.

Peep Rus' breakdown of the state of the church/CHH on "How Low," why he thinks the criticism of The Black Eyed Peas as a pop-sell-out is misguided (on the brilliant "All In / I Got a Feeling" mashup,) or the blessings of marriage ("Greener.")

It's nice to have a mixtape that's about something more than promoting a project or showcasing skills. This one gives you meat.

4. Ruslan's a true MC.

Ruslan's never been a swag cat or one looking to ride the next trend to radio spins. He's an MC that can rock a mic.

Catch the storytelling on "Whose Bed Is This?," the modern-day spin on the Joseph/Potipher's Wife story in "Zypher Wings," or his confident recitation on "Kind of a Big Deal" for proof.

5. I mentioned it's being offered for FREE right?

Download your copy here.

I also hear that a Rus' other crew, Gallery Drive, is dropping a fresh mixtape this Valentine's Day. Keep an eye on kevinnottingham.com for details.

Exclusive: "Death of Autotune (D.O.A.)" remix by Ruslan of theBREAX

Just got my hands on this exclusive "Death of Autotune (D.O.A.)" remix (Beat re-created by Jruckers) by Ruslan from theBREAX crew in San Diego.

Like Jay-Z, he's got some harsh words for his peers.

"Christian rappers keep doin' what the world do / then cry when they get called out / that's what little girls do"

"Your lack of respect for the culture makes me laugh / but this won't be the first time God spoke through an ass"

Listen and download here.

For reference, here's the Mark Driscoll interview he appears to have sampled and used as inspiration.



What are your thoughts on this track and its message? Too hard? Too risque'? Not hard enough?