Published: Thursday - December 4, 2008
Words by Joseph "JayRich" Robinson
Akon (Photo: SRC / Universal)
Not many people can make a hit with pop and urban acts, ranging from Gwen Stefani to 50 Cent. Not many people can release two singles and dominate two different charts simultaneously. The one person who does that seamlessly is Akon. He's not given many awards for his efforts, he just makes hits and sells records. Even with record sales slumping like the economy, Akon has managed strike gold, rather platinum, with most releases.
Promoting the new album Freedom, Akon is looking to use the same recipe that jump started his last effort. Releasing multiple singles for different charts to capitalize on his big fanbase, Akon is promoting himself like he has a fight coming up. Looking to start a trend for artistic freedom, he knowingly pursues both Top 40 audiences and urban radio. With international artists, pop artists, and urban artists on his label, Akon really doesn't have a choice. The most important thing about it is that he knows where he stands.
In a candid conversation, the leader of Konvict Records opens up about how hard work allows less talented artists to succeed over more gifted acts. Akon speaks about working with Gwen Stefani and 50 Cent, gives his take on the controversy surrounding his past thanks to TheSmokingGun.com, and the "power bomb" off stage he gave someone throwing things at his show. No matter if you agree or not, he does have his freedom of speech right?
BallerStatus.com: Your last album dropped two singles at the same time with "Smack That" and "I Wanna Love You." Will you be doing something similar this time as well?
Akon: Yeah, absolutely. We got "Right Now (Na, Na, Na)" and "So Paid" featuring Lil Wanye and Young Jeezy. We did it like that to let both audiences, pop and urban, know the album is coming. Also, I wanted them to know that there's going to be more than one hit on the album.
BallerStatus.com: Did your release of dual singles start intentionally, or did you have trouble picking a single and end up putting both out?
Akon: Nah, we came up with it last time as well. I always felt that the best way to capture both markets is to release a single for both markets. Sometimes it takes time for a record to crossover and by the time it does, the other audience is tired of it and they want something new. So we feed urban radio with "So Paid," and pop with "Right Now," and they'll cross each other over.
BallerStatus.com: In the last year or so, when people need a hook they've been calling T-Pain, Lil Wanye, or you. Who do you call when you want to collaborate with someone?
Akon: It depends on the record. First, you have to see if record calls for a collaboration. Then you have to find who it fits best. For my records, I usually don't have too many collaborations. If you notice I'm always on someone else's record.
BallerStatus.com: With that said, who was lucky enough to be on your album this time?
Akon: It's all family. Of course you have T-Pain, Kardinal Offishall, Colby O'Donis, and Ray Lavender. Wyclef, from day one, he's been a part of the fam. Lil Wanye and Young Jeezy too. That's all the people on the album. I always try to keep the collabs slim, so people can get the album and connect with me.
BallerStatus.com: Creatively, how do you work with Gwen Stefani one week and 50 Cent the next?
Akon: You just go in with the intentions of making quality records. At that point, credibility is out the window. I think at times people confuse music with credibility. You shouldn't have to prove yourself to nobody. You do music because you love it and you do it for the people supporting you. Gwen has a different audience than 50, and being able to work with both of those artists just showcases your talents.
BallerStatus.com: How does the atmosphere change between Gwen and 50 Cent in the studio?
Akon: It's a big difference. Gwen has a lot of kids under 18 and a lot of female fans over 18. They're more Caucasian based, European based. Then you have 50: he's got gangsters, killers, and straight thugs that follow and rep him. You're more likely to have a confrontation at a 50 Cent concert, than a Gwen Stefani because the audience members are totally different.
BallerStatus.com: What's the point that you want to get across with your new album?
Akon:Freedom is really meant to open up the door for people to do what they want. I don't want people to be pigeon-holed into doing just one particular thing. It's okay to like great music no matter what kind it is. That's why I can do a song with Gwen and 50 Cent because I never allowed myself to get put in one place and have to stay there.
BallerStatus.com: We spoke about Konvict artists briefly, like Colby O'Donis, who had a hit right out the gate with "What You Got." What do you look at when it comes time to promote new artists?
Akon: What I do is pretty much expose them to my fan base. The first look is always a big look because I have a huge fan base. I take them on tour, to the meet and greets, put them on the websites, so my fans can hear their music and provide feedback. Then you look at what particular people are generating the most positive feedback. Then you go and create a lane for the new artist.
BallerStatus.com: What elements do you look for when you're looking to sign a new artist?
Akon: The work ethic. I look for cats that go take that extra phone call and walk that extra mile. I need that energy and that hunger first before I look at the talent. I know people hear a record on radio that they like, but it doesn't come on as often as they want it to. Then, they hear a song that they hate that comes on all the time. They want to know why the less talented artist is getting all the spins. Because the guy they hate is working harder than the guy they love. He's taking that extra hour to do promo. When you have a hit record and the work ethic to go along with, it you really can't lose.
BallerStatus.com: I remember seeing you on the World Music Awards, saying the award they gave was the first time you've been given an award. Do you feel slighted by others because your music is so popular?
Akon: The World Music Awards is really important to me because they judge by record sales and worldwide success. You right; that was the first time I ever received an award, period. The following couple of months, I got an American Music Award, and that was my first domestic award. But I never work for awards because when you do, you feel like people owe you something. You want to do music for the people that support you.
BallerStatus.com: Lately, everyone has been biting the "T-Pain effect." You even got a record when you're playing around with it. What made you go and do that?
Akon: T-Pain is my artist. I put him on [auto-tune]. A lot of people don't take the time and [develop anymore]. You have to be able to mold and develop them. T-Pain was just raw talent and he has developed to what he is today. People don't see behind the scenes. He's a workhorse. He owns [auto-tune]. He took it to the next level and no one can do that like he does.
BallerStatus.com: You've also had a lot of controversy in the last year with two on-stage incidents and TheSmokingGun.com reports on you as well. Do you feel the need to address things like that given the chance?
Akon: Honestly that comes with the territory. People make false reports to generate misconceptions about you. When you dealing with people that did TheSmokingGun.com article, most of it is for attention. They take only report so much of the truth and mix it with the false, so that it compels people to believe in it. If they really wanted a true story, they would've reached out to the actual artist to get the story and the facts. With my case in TheSmokingGun, they said I didn't do three years in jail. I didn't care whether or not if I did one year or a hundred years, it was the fact of me getting locked up that made me realize that I needed a change. Honestly, I wished that TheSmokingGun article was true because I don't want people to look at me and take "Konvict" to literally mean "convict." I was younger, walking down paths I shouldn't have walked down. But if I didn't experience those things, I wouldn't be who I am today.
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