It would be easy to look upon Atmosphere’s work in simple terms: an MC and a producer, seven albums, and an intimidating tour schedule. But this is a narrative that runs much deeper than essential statistics. There’s struggle and triumph; unrelenting hard work and artistic reinvention. Perhaps most of all, though, the Atmosphere story is about the creation of a record label and the fostering of a hip hop movement that would grow into one of the most artistically vibrant in the United States.
In the early ‘90s, hip hop had hardly shifted beyond the east and the west coasts; if you didn’t fit into one of those two scenes, you didn’t exist. Which made it hard for a bunch of budding Minneapolis MCs and producers to find their place in rap culture. Slap bang in the middle between the two coasts but shoved right up against the Canadian border, Minneapolis, the capital of Minnesota — or Minnesnowta, as it’s often known colloquially – was a long way from the Bronx’s block parties or the sunny turf wars of California.
“In the early to mid-’90s, I like to say that we were all crabs in a barrel,” explains Sean Daley, who in the guise of Slug provides Atmosphere’s biting lyrical content. “There were so many of us who were trying to get our voices heard. But we didn’t know how to, so we were just mimicking what we saw coming from the coasts. It was kinda like, ‘Okay! Okay! Record labels are evil!’ We learned that from listening to New York rap. And, ‘Okay! You gotta be a little bit hardcore!’ We knew that from listening to LA rap.”
But the amount of talent floating about the city meant it was only a matter of time before Minneapolis found a distinctive voice. A major part of the solution was for Slug and a bunch of collaborators – including Ant, Atmosphere’s producer – to start a record label. The result was Rhymesayers. You’d think kicking off a rap label in the snowy Midwest would have attracted cries of derision from family and friends, but Slug insists that the worst it got was a simple lack of understanding.
“Either that, or they thought it was a great idea,” he says. “By no means did we reinvent the wheel. There had been indie labels in rap since Sugar Hill. Not only that, but we were actually at the tail end of when independent labels could make vinyl and 12”s and that could be your main force of promotion.
“It was a different era; the DJs that spun on mixtapes and radio were kinda the internet, if you know what I mean. They were where people heard about music, so as long as you gave somebody a song that they’d be interested in playing, word of mouth would take care of a lot of the rest. It’s interesting, because it’s still all about word of mouth; it’s just that now that word of mouth is 100 billion times faster. It’s on wi-fi, on the satellite. But it’s the same concept.”
What Slug finds interesting to consider is the idea that had Rhymesayers kicked off today, one of the most well-regarded indie labels in the United States might not have made the cut.
“Because there was a timing involved,” Slug says. “I got to watch tonnes and tonnes of talented artists come after us and never quite make it, because everything started to move faster and develop quicker. Let’s take Atmosphere, for example: we might not be the most cutting edge when it comes to utilising the internet. If you look at a group like Odd Future, and you see how they’ve managed to utilise the internet in a way that’s not only intelligent but also breaking down barriers; we don’t really break down any internet barriers, but we’re lucky we got in before you had to learn how to do that. We built an audience before that level came into it. It’s just really interesting to think about that.”
You suspect Slug is being a little unforgiving on his own operation. Because where every artist to ever appear on the Rhymesayers roster is indeed very similar to Odd Future is in his or her work ethic. It’s become something of a calling card for the label, along with conscious lyrics mixed with the often grimy reality of (sub)urban life. In this respect, Atmosphere paved the way for their labelmates, developing what became known as the Twin Cities (Minneapolis and Saint Paul) sound and backing it up with a phenomenal release schedule, which has seen Slug and Ant barely take more than an 18 month break over the last decade and a half.
“From my angle, I just think that if I don’t stay busy, then I’m exploiting my position,” Slug says. “That’s the quickest way to get fired – if you start taking it for granted. And I don’t want to get fired. I love this job, man – it’s the best job I’ve ever had. So when you look at it like that you’re going to put eight hours a day into it … regardless of whether or not I have a very productive, amazing day, I still put in the work, and it just continues that cycle of energy, you know.”
Slug may reference the fact that he wrote two songs the morning before our interview as evidence of that work ethic – “which probably suck,” he adds with a laugh – but where Atmosphere were true pioneers was a willingness to take their sound on the road. Whether Slug and Ant love to tour, they do it regardless.
“It’s funny, because when I started touring, rappers didn’t tour,” Slug says. “Maybe if you were Jay-Z, you did a big tour with other big name acts, or if you were a Run-DMC, you did a big tour with other old school acts. But on the independent side of rap, we were the guys who wrote the book on how to tour independently without label help. I think we stole most of that shit from the punk rock groups: the whole idea of getting in the van and sleeping on people’s floors – punk rockers had been doing that for 25 years already.”
Australia remains one of Atmosphere’s major destinations. When asked, Slug reckons their upcoming tour will be the duo’s sixth visit to these shores, although this time they’ll be bringing along both a keyboardist and a drummer in the form of regular collaborators Erick Anderson and Nate Collis, respectively. And while Slug hasn’t noticed a change in Australian attitudes towards rap music per se, he has noticed a difference in the crowds that come to Atmosphere shows.
“When we first started playing in Australia it was for a Big Day Out, and I met a lot of kids who were only there to see us. But as time went on, we didn’t have so many people who were like, ‘Underground or death!’ We started getting more people who just love music and all types of music. That’s where we’re at now.”
Atmosphere, supported by Evidence, play the HI-FI Saturday May 5.
The original ‘StreetDance 3D’ hit like a hurricane.
Released just on two years ago, it beat franchise rival ‘Step Up’ to the 3D punch by a good four months, and reinvigorated the dance film genre with its straightforward style and British sensibility. It remains one of the most successful independent UK films ever made.
So how do you follow-up such a raging success? For producer James Richardson, the original film was a passion project, and something completely different to anything he’d ever attempted before. While it made sense to do another, he and his fellow filmmakers knew they’d have to top the first instalment in every conceivable way.
“It’s quite a daunting prospect trying to make a sequel, particularly as the first was so successful,” Richardson says. “But the process was really organic, and what really helped is that we sat down and asked ourselves what made ‘StreetDance’ as a film, and we all agreed that it was this fusion of dance styles.”
The first film crossed hip hop and ballet to create a riotous hybrid which bounced about the screen. So, the challenge was on to push the idea even further and find a new and exciting combination. When director Dania Pasquini sent Richardson footage of people doing salsa in a boxing ring, he knew they were onto something.
“Salsa to me was ballroom dancing and long sequined dresses and that kind of stuff,” he says. “But these guys had their tops off and the girls were looking incredibly cool, and they were doing a kind of battle between them. I thought, ‘That’s it; this is totally what we have to do!’”
Pasquini adds: “With the first ‘StreetDance’ film we talked about the whole essence of it and we felt it was very much about introducing different dance styles to a young audience. So for myself and Max [Giwa, the film’s co-director] it was really vital to create another fusion and because we had been working together for so long we knew it was going to be Latin.”
The modus operandi for ‘StreetDance 2 3D’ seems to be to make everything bigger and better. Whereas the first film flipped its way around London, acting as something of an advertisement for the UK capital, this time the filmmakers wanted to take on the European mainland.
“We thought, ‘Let’s look at the rest of Europe and some of the key places’,” Richardson says. “We decided on Paris as a romantic city and so we decided that our lead guy was going to get the best of the best around Europe … This gave us an opportunity to go to Italy, Germany, Copenhagen, Amsterdam, Paris and all these places. It’s all been about picking a place and to show the rest of the world what dance is outside of the US.”
A cynic would argue that it’s also a fine way to broaden your pool of dancing talent, and they’d be right. Pasquini openly admits to cherry picking the best dancers from around Europe.
“We always knew that we wanted to showcase … a wider talent base,” she says, “so that's why we hit Europe. Because in ‘StreetDance 1’ we wanted to show the raft of talent in the UK, and then in ‘StreetDance 2’ we wanted to open it up to the whole world, and Europe especially.”
Leading this Euro ensemble are Falk Hentschel and Sofia Boutella. Hentschel began his professional life as a back-up dancer for Britney Spears and Mariah Carey before branching out into acting, appearing on cable shows ‘Arrested Development’ and ‘The Closer’ as well as taking on a major role in the 2009 Tom Cruise-Cameron Diaz vehicle, ‘Knight And Day’. Boutella, meanwhile, is well known in the street dance world: she's a Nike athlete, a renowned hip hop dancer and tours regularly with Madonna. For the filmmakers, the duo were a natural choice, although no small amount of luck played a part in their casting.
“‘You would think there would be a raft of actors who can dance in LA, wouldn’t you?” Giwa says. “Well, there aren’t. But we got lucky with Falk. He came in towards the end of the last round of castings in LA … We spoke to our casting director and when he came in and read on tape we just thought there was something special about him. Fortunately as well he has a Latin [dance] background, which is something that’s very hard to find … He had the complete package.”
“Sofia is a very well known dancer within the street dance world,” Pasquini adds. “So we’d been aware of her extraordinary talents for quite some time and knew we wanted to work with her. It was just a case of getting her excited about this project. We flew to LA to meet her and we were very lucky because she’d been doing acting lessons there for a couple years, so it was perfect timing for her in terms of her career.”
For his part, Hentschel doesn’t hold back when he talks about the level of commitment required of both him and Boutella once on set.
“It is definitely the hardest work I have ever done,” Hentschel says. “Especially the first four weeks [when] it was just Sofia and I, so the focus was just zoomed in on us. If we did something wrong or something wasn’t gelling in general … the pressure was on. Also, we couldn’t take any breaks because it was just the two of us, so we did it again and again and again. We were sort of crash test dummies and at the same time we didn’t really know what this whole ‘Latin-street fusion' was, so we tried every single lift and even though some of them didn’t end up in the movie, we did them over and over.”
Of course, a ‘StreetDance’ film wouldn’t be complete without some stunt casting to add a bit of gravitas to the project. In the first instalment it was the enigmatic Charlotte Rampling, playing a mentor to the struggling protagonists. This time, the filmmakers have once again confirmed their love of everything indie by nabbing the great Tom Conti, best known for his role in the Lewis Gilbert comedy-drama, ‘Shirley Valentine’.
“Tom was very enthusiastic about his character and wanted to make it light and humorous so we let him go with it,” Richardson explains. “There was more comedy to him and we wanted to push that … Tom is an incredibly funny guy and his timing is extraordinary, so every time the camera was on him you just knew that something funny was going to happen.”
So, ‘StreetDance 2’ is set to be bigger, badder, and more ambitious than its plucky predecessor. Now, audiences need only wait to see what proof will be in the pudding. Regardless, the filmmakers are proud of their achievement.
“We brought together a group of great individual dancers,” Giwa says. “None of them had done a film before, but they’re all individual champions in their own field so we were so privileged to have them … Hopefully this film will reach a wider audience. As well as fans of the first film they’ll be the fans of the individual dancers and an audience with a specific interest in what we’ve done with Latin styles.”
‘STREETDANCE 2 3D’ HITS CINEMAS NATIONALLY, APRIL 19.
Sitting somewhere between Jurassic 5 and Rob Zombie would seem a disingenuous way to describe your band, but for the sonic ambitions of Quorum Consensus it fits just about perfectly.
“Yeah,†laughs MC and producer, Aeon. “That’s just what we were told by some guy at a party. I was as surprised by that analogy as anyone, really. I thought it was pretty good, though.â€
The tag has stuck for the Brisbane-based six-piece, and why not: Quorum Consensus bend genres like few others dare, swerving wildly between funk, electro, hip hop, metal, blues and even jazz influences.
At the group’s heart are Aeon and his fellow producer and MC, Non Official Cover – or NOC, as Aeon calls him during our quarter-hour interview. QC may only be two years’ young, but these two go way back, coming together almost a decade ago over a mutual love of music in the New South Wales north coast town of Coffs Harbour.
“I was raised in Coffs and ended up back there for about a year in 2000, and that’s when I met NOC. We’d just keep running into each other over the course of a year in a number of different places, meeting through different people. We’ve been writing together almost ten years now.â€
Once based permanently in Brisbane, Aeon and NOC slowly worked their way into the local music scene, and over a period of time began to accumulate the remaining members of the band.
“There wasn’t any particular concept that brought us together. It was more just NOC and I doing the music that we wanted to do,†Aeon says. “And to achieve the sounds that we wanted to get we had to look for these people. Luckily we knew them already and it was like, ‘Hey, we’ve gotta get [vocalist] Teach to do this. And it would sound awesome if [vocalist and frontman] Seabass came and sung this.’ It started out working with them on single tracks, and then it just became a conglomerate.â€
Quorum Consensus are now gearing up to release their debut EP, 'Scourge Of The Third Rock From The UV’, taking over the Beetle Bar later this month specifically for the task. It’s been a long process getting the record to this point, but finally the band are happy with it.
“It’s just been a total progression in that regard. When we first started writing I was a bit of a shoot first, ask questions later kinda guy, but NOC’s always been the level-headed one and he used to say, ‘Nup. Nup. It’s not good enough. We’re not putting it out.’ So I’ve learnt quite a lot to restrain my excitement levels, I guess. The EP’s just a direction we wanted to go in, and to hell with the consequences. It was more about creating something new and creating something worthwhile, really.
“We’ve always been pushed lyrically by Sage Francis and Aesop Rock and El-P. They’re probably the three influences that really came in whilst we were making the record. A lot of Nine Inch Nails, and obviously some Rob Zombie! It is truly a myriad of influences being poured into this sieve: we work with so many different options until we get something that feels right and we all agree on. Which is the definition of a quorum, I guess.â€
Now Quorum Consensus are busy getting their ducks in a row for the EP launch, something that Aeon talks about with excitement. But there’s also a larger purpose being served by the night, with the band’s focus in 2012 shifting slightly from the studio to the live show.
“In the past I think it was more of a recorded group,†Aeon explains, “but with the live preparations and the rehearsals for the launch and everything else, it’s turned into being much more about the live show. Just trying to get across the energy of the music and not being just a bunch of shoegazers, really,†he laughs.
“I guess a Quorum Consensus show could be described as being dark, twisted but then a little comical at the same time. It’s just this collision of a million different things. We’ve got a lot of people performing with us that night too who have helped out on the EP. We’ve got your classic hip hop for the night with Co-Accused and Megalomaniac Crew, then we’ll change it up a bit with Morgomega and give it some electro dance hop with a different twist. It’s going to be a great night. Really, what these guys do is so hard to describe, and that in a sense is inspirational for us.â€
QUORUM CONSENSUS LAUNCH THEIR DEBUT EP AT THE BEETLE BAR MARCH 24.