Published: Saturday - March 12, 2005
Words by Matt Barone
Chamillionaire (Photo: BallerStatus (file))
From mixtape champion to a potential major label heavyweight, Houston native Chamillionaire is no stranger to success. After a not-so-amicable split from former associate Paul Wall and his Swishahouse family, Chamillionaire has put his destiny on his own able shoulders. A recent signing with Universal Records solidifying his status, the lyrical "Messiah" is a significant tool for his Texas city's hopeful 2005 takeover. Along with Slim Thug and Mike Jones (both Swishahouse advocates), Chamillionaire is largely responsible for the serious buzz that H-town is circulating nationwide.
Pushing units on the streets is one thing, but achieving platinum status via chain store distribution? Clearly a daunting task, Chamillionaire is knee-deep in confidence, prepping his mainstream introduction, The Sound Of Revenge, for a summer's release. Having already moved over six figures in units independently, his self-assurance is rightly justified. Presently calm before his nearing musical storm, Chamillionaire built with Ballerstatus.com about both his previous and future hustles, subliminal disses, and his beloved Houston stomping grounds.
Ballerstatus.com: In Texas, most people are familiar with Chamillionaire. For those who aren't, though, give a quick rundown of who you are and what you're about?
Chamillionaire: Out here in Texas I'm known as "The Mixtape Messiah" because I have been on hundreds of mixtapes and have thousands of mixtape verses in the streets of the South. Not only am I one of the highest ranked when it comes to spitting on the tapes but I'm also one of the most successful when it comes to sales. I have pushed thousands of mixtapes in the streets and have earned a respected name out here in the south. I had an album that moved over 100,000 records independently that was nominated for indie album of the year a couple years ago and my career has been going upward since. I recently signed a big deal with Universal Records and now I'm ready to take my career and my Chamillitary imprint to the next level.
Ballerstatus.com: First off, you got your big breaks through the Houston mixtape circuit. For those who only think of spots like New York City for mixtapes, break down how heavy the mixtape scene is in Houston.
Chamillionaire: There is a real big mixtape scene in Houston, but the only difference in the mixtapes that you might hear in Houston is a lot of them are screwed mixtapes. The screwed sound is real big in Houston, and everyone listens to there music like that. There are a lot of mixtapes and independent albums being moved out here and that's like a way of life for all the indie companies that are out here. There is no Def Jam, Sony, or Universal next door out here so the only way we know how to get it is to put it in the streets. That's why so many units can be sold out the trunk in this market alone.
Ballerstatus.com: You've sold over six figures in album sales already, even before this new Universal deal. How did you go about distributing your music in the early days?
Chamillionaire: I would move my product in the streets and to the mom and pop stores. Those are the stores that will embrace an indie artist. There are not many stores in the south that were selling my product that didn't physically see me walk in there and try to sell it to them. I sent out flyers, posters, and whatever I could to keep my name visible in other markets. I spent a lot of days on the road in other cities researching the stores and the types of music that they were listening to. I have done hundreds of in-stores and thousands of shows before the major label support came. I have been working hard to get the underground buzz that I have and I don't plan on stopping anytime soon.
Ballerstatus.com: With your former team Swishahouse also experiencing success these days, how does it feel to have landed a major label deal, and create a heavy buzz all on your own right now?
Chamillionaire: It's good to see the artists that have been grinding it out in the streets for all this time are finally starting to get some well-deserved respect. It feels even better to know that my determination and confidence in myself is paying off also. I could have went the easy route and been on someone's label and hoped that they would lead me to the promise land, but instead I took the harder route and went on my own and its a good feeling to know that its working for me. I appreciate the rewards of success a lot more knowing that I got myself there like a leader and not like a follower.
Ballerstatus.com: Do you see the problems between yourself, Paul Wall and Mike Jones being addressed on songs? Or are you not paying attention to that?
Chamillionaire: Yeah, there is a lot of back and forth going on from both sides, and the personal feelings towards each other will not go away, but I think the pressure to survive in the music industry is approaching so everybody better focus on their grind. In the music industry one day can look like a sunny day and then the next day that rain is pouring down on your brand new outfit. Houston is getting its chance to shine so they should concentrate on that and shouldn't be speaking on me to people behind closed doors or sending all those subliminal disses at me in their songs. I know my album is my best material ever, and that is a problem in itself, so everybody should be focusing on stepping to the plate with there "A" game.
Ballerstatus.com: What made you go with Universal for your major label deal?
Chamillionaire: I went with Universal because they gave me the respect and the check that matched that respect. I went in those New York offices, and told them exactly what was on my mind -- you know the stuff that other people think but don't want to say because they are too worried about their image or making a bad impression. They listened to me, they had done their research, knew about my past, and that was very important to me. I can remember going into other meetings and having to explain everything that I have done to them and wondering why they didn't already know the information I was telling them. Sometimes majors will just start running to the city that starts bubbling trying to snatch up the next star without doing all the research they should. Research takes time, and to me it seems like A&R's and majors don't take the time to do all the research they should because they want to make a quick buck. Universal had been wanting to sign me since I dropped my first album, and it eventually happened when the time was right.
Ballerstatus.com: What are the most surprising things about being with a major label as opposed to doing it independent that you have experienced so far?
Chamillionaire: The most surprising thing to me is how much everything costs when you are on a major label. There are some artists that get $50,000 for one verse and producers that get double that for one track. I don't blame the artists and the producers because the majors even charge them a lot for everything they use. It's like one big credit card party because everybody owes some money to somebody.
Ballerstatus.com: Your upcoming album is called The Sound of Revenge. What made you go with that title?
Chamillionaire: There are a lot of people waiting for me to fail, but the funny thing about it is the people that are the most against me are the people that have been the closest. You would expect the normal amount of haters to talk bad about you, and to pray for your downfall, but with me it's kind of the opposite. From fans, I get a lot of love and don't really get as much hate as the next man. And even the fans that don't feel my music as much still show respect because they can see good things in my music. Most people have goals and a direction that they want their life to go in, and will try to force you to go that same direction because that's where they want to go. I'm the type of person that will disagree with someone because I am a strong believer in doing what I feel is right, and some people can't handle that. The people that can't handle that end up being Chamillionaire haters because they are mad that I don't see things the same way that they do, and eventually they start hoping that the decisions I make will backfire on me. The Sound of Revenge title is basically a message to everyone who is one of those Chamillionaire haters waiting for me to slip and fall because success is the best revenge and I have a lot of faith in myself. I don't put my life in no one's hands but God's and mine.
Ballerstatus.com: How is the album coming along? Can you fill readers in on what they can expect from it?
Chamillionaire: I have been hearing a lot of the music that has been coming out, and albums just don't give me the feeling that they used to give me. Part of it might be because the politics of this industry can tarnish the love an artist and a fan has for the music. Labels are pressuring artists to turn in a certain type of commercial single, because they do research on what sells and not what is refreshing, and I think that messes with a lot of the creativity that artists have. Artist's play by the rules because no artist wants to turn in an album that their label does not support. To me that's like telling a producer who has been living in Brooklyn all his life to make you a crunk southern track. Rappers nowadays are rapping like there is a shortage of original topics and they only stick with the same formula over and over. I think with my album I'm going to show the world that I can walk directly on the middle of that thin line that separates the streets from the commercial world, and get love from both sides without sounding like anyone else. There is also a huge stereotype on the south that there are not many real lyricist down here, and I feel like that I can show them another side of the South lyrically. I'm still in the recording phase, and I'm not in a hurry to try and rush with the Houston trend that the industry is starting right now. The Sound of Revenge will drop sometime in the summer. I got a plan and I'm sticking to it.
Ballerstatus.com: It seems like Houston is going to have a major impact on rap this year. Why do you think the time is right for Houston to now really show its young talent on a nationwide scale?
Chamillionaire: When the same type of music has been coming out for a while, then fans start to get tired or bored with the music, and then get excited about the transition or switch to something new. Music is kind of like sex because you'll love it at first then you will get bored of doing the same thing and want some excitement in your life. If you don't get that excitement from the music that you are listening to, then eventually you will go cheat with someone else. The fans are starting to cheat with Houston right now. Houston will be that breath of fresh air right now because the sound that is coming out of it is new and fresh to a lot of the world. Each region has its time, and within each region a city will start to blossom. Right now it's the South, and Houston is that city.
Ballerstatus.com: Your name seems to be heavily used on Internet message boards and chat rooms. How do you feel about the role that the Internet plays in rap these days?
Chamillionaire: It's the wave of the future. Computers are how all these kids are getting a lot of their music and information, so you can either stay stuck in the past or get down with the future. A lot of people cry about downloading, burning, and bootlegging, but to be honest that's like one of the hardest things for someone to track. There isn't a Soundscan on how many times your album was downloaded and you don't get a royalty check from that either. You could have sold 500,000 records, and not realized that you were more popular on the internet than the next artist and were downloaded three million times on the Internet. I don't know what the music industry could do to stop that, but I know that if you can't beat me then you need to find a way to make it work for you. Some artist think they are too thugged-out or street to worry about the internet and don't even realize that there are billions of dollars made online. I'm a businessman, so I'm trying to get my hands on that money before someone else does it for me.
Ballerstatus.com: At this point in your career, what would you attribute all of your success to?
Chamillionaire: Following my own mind and having faith in myself got me to where I'm at. I use my own instincts and judgment to make decisions. People will always tell you that an idea that you have is not going to work, and a lot of brilliant ideas get crushed that way. Somebody could run an idea by me and I'm the type that will act on it and try to make it happen, instead of spending two years debating about if its going to work. If it feels right to me, I do it and try to do it as big as I can without looking back at "shoulda, coulda, and woulda" decisions.
Ballerstatus.com: What things do you feel you still need to accomplish?
Chamillionaire: A lot. I'm not even halfway to where I need to be at, but as long as I stay hungry and focused, I'll be able to get there. Getting a major record deal is nothing to sit back and kick your feet up about. I have to work harder than ever now. The first step is having a successful album, and then I can move to the next step from there. I just got to stick to my plan and I will be good.
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