But despite the massive incline in mainstream popularity, it's still business as usual for the boys. Continuing their massive jaunts across Australia's nether regions in the hope of bringing hip hop to music-starved provincial towns, the boys' hard-won kudos continues to impress the industry and serves as a beacon for other emerging urban acts who dream of cracking the Top 40.
Fresh off their nomination for Independent Spirit at the Vodafone MTV Australia Awards 2009, MTV rings up for a chat with Jonothan aka MC Bliss to talk awards, where the Aussie hip hop scene is headed and the best thing about being independent.
MTV: Have you guys just had a long trip? Your manager said you'd be pretty tired today.
Jonathan: Yeah we are. Well it wasn't to long, we went on Friday to the Gold Coast and did an in-store [appearance] and then we played on Saturday at the Quicksilver Pro Show. Then it was up to Cairns on Sunday for a gig, so yeah there have been a few in a row!
MTV: Are you still interested in doing those mammoth tours visiting small regional centre and doing 100 plus gigs at a time?
Jonathan: It all depends where everything kinder goes. I guess part of the reason that we built such a strong live following is because we went to all those small regional places and really worked the country. I can definitely see us doing that. Maybe not to the full on extent that we have, but definitely getting out there and touring a lot of places. We're trying to push new ground and play in places that we have never played before. Getting out there is pretty important for us.
MTV: I can imagine that you're one of the only Hip Hop acts that would ever get to Wagga Wagga! Do you think this is why your album got so much cross-over appeal? That you have gone out of your way and played to the people that wouldn't ordinarily hear it?
Jonathan: I definitely think that it contributed for sure. It's all about trying to secure air play and getting out other ways that you can. So yeah it's all been a contributive effort to really build up where we are now.
MTV: Also congratulations on your nomination for a Vodafone MTV Australia Award!
Jonathan: Thank you very much! It's always great to be nominated. It’s unreal and we will definitely will be coming down and checking out the night. It should be good.
MTV: You've talked about how important it is to stay visible, and it’s not just about playing live. So in your opinion do award ceremonies help significantly raise your profile?
Jonathan: Absolutely. The ARIA really boosted us; especially over the Christmas period. It can be as simple as gaining awareness; a lot of people who would have never heard of us, and suddenly we are on the map and that has opened their eyes and particularly people outside the genre. It helps with the industry recognition. It is important and I guess the ARIA in particular, you know it's quite a big one especially in Australia. So yeah! It's a positive thing.
MTV: So have things really changed since you guys did win that ARIA?
Jonathan: It wasn't like we won the ARIA, and you snap your fingers and we were like huge stars or anything like that. It was pretty much business as usual, but media recognition and visibility has definitely improved since we have won. I guess there are other outlets that are willing to talk to us or cover us that weren't as willing as before. I don't know if it's solely to do with the award but it definitely has helped.
MTV: Last time we chatted about the growth on the Australian urban scene. What do you think the next six months holds for the Aussie hip hop and urban music?
Jonathan: I really feel that it's just finding its feet. The ball is just starting to get moving. I only see bigger and better things for everyone and the quality and the level of music that is coming out, just continually increasing and getting better and that's probably the number one thing.
Everything is up and up in Australia and as long as that is happening and it maintains more and more tours, it's just a big snow ball effect. In my opinion it's just going to get bigger and better in Australia. In the industry's eyes, it's just starting to obtain a place I guess. It's not just a sub-genre or a small part of the community, its Australian hip hop and its really coming up. I feel that's it's got a long way to go and is going to continue to get bigger.
MTV: You guys are nominated for Independent Spirit at the Vodafone MTVAAs. So what's the best thing about being an independent act for you guys?
Jonathan: I think first and foremost just having control over your career. I'm not saying artists on major labels don't have that; we found in our experience that because we have taken that independent route we have been in control in all the aspects, from what songs get chosen to get recorded, what songs are on the album, what the album looks like, what the video clip looks like, all these things that are so crucial are really shaping you as an artist.
You totally have that power in your hands - it's important for us and it wouldn't feel legit if someone else were making those decisions for us. You are really in control at the end of the day; your craft is what's closest to you and you really have to nurture and make the decisions that are crucial.
MTV: What's coming up for you guys? I have heard whispers about the new album?
Jonathan: Yeah! We have started the new album and kinder done different pieces and making some beats and stuff. We are just at the preliminary stages. We have a re-release of 'Flying Colours' coming out; it's going to be a double disc edition with some remixes and a couple of bonus live tracks. We did a show down at the Met recently and we filmed it, so there will be some live tracks from that show. We will be going on tour in June and we have a bit coming up in the near future.
MTV: We'll make sure we stay posted then! Good luck at the Awards!
Jonathan: Thanks, see you there.
Copyright : MTV Australia
