Vancouver rap and hip-hop artist JuLS combines symbolic visuals, heavy words and dance in his new music video “Crossword”. The track is off his latest EP titled Vancouver’s Own Unknown and depicts his point of view of growing up on the West Coast. JuLS prides himself on magically asserting meaningful lyrics to urban beats.
What got you into music?
Music has always been a part of my life. When I was little, my mom would be singing songs by Whitney Houston and Diana Ross around the house, my pops would be strumming Stairway to Heaven on his guitar, my brother Chris would have Biggie playing on his walkman. My family loves music and there was such an appreciation for music in my home that it didn’t take long for me to fall in love with music at a very young age.
How does dance influence your music?
I have the utmost respect for dancers. Being able to communicate their craft with such creative movement and freedom. I look at them and think man, how do they do that? Haha. But to be honest, dance doesn’t really influence my music, it more so relates to my music. I mean I pride myself on storytelling and delivering a strong message through my songs, and watching dancers perform, whether it be hip-hop, contemporary, whatever it may be, you can see and feel that their telling a story through their craft in their own artistic way. That’s where the synergy lies between dance and my music.
Define yourself as an artist:
I’m stubborn as hell. Haha! I mean that in a way where as much as there has been successful progression over the years, I feel like I’m never doing enough. I love the feeling of forever learning, constantly asking questions and looking to improve. The Japanese call it ‘Kaizen’, and I live by that.
What is Vancouver’s hip-hop scene like?
Vancouver’s hip-hop scene exists, but is still very young in my opinion. I think that the energy is there for the hip-hop scene to want to grow, it just hasn’t been fully expressed yet. It’s strange because there is A LOT of talent here in Vancouver, but only a small pocket in the city that supports and provides the energy required for the hip-hop scene here to continue to grow. And I feel that when the people as a whole, whether it be spectators, artists, or the pioneers here in the city, realize that in order for a scene to even exist, we can’t be afraid to help build and support it.
What thought process goes into writing and rapping?
The feeling of sincere liberation. The beats I choose and the rhythmic patterns I’m delivering my message is all in relation to my mood. When I write, I write my real life situations to remove myself from the situation. Like a form of release. So when I perform, it’s all real. When I’m on stage, I’m giving my truest form to the audience. My story, my passion, my tonality, it’s all real. And that’s how I want it to be received. If the crowd cheers, boos, claps quietly, whatever the reception may be, I received it being 100% myself.
Is there a theme to your new EP Vancouver’s Own Unknown?
Absolutely. Vancouver’ Own Unknown is the self-destruction of oneself in efforts to discover the truest form of oneself. Born and raised here in Vancouver, I struggled with identity and growth due to my personal choices and societal experiences. Hell I didn’t even know I wanted to do this until later in my years because I was afraid to express myself. I didn’t know myself, or my potential as a human being. But hip-hop and the art of story telling saved my life. So from front to end of this EP, I’m walking listeners through my struggles, my destruction, and inevitably my epiphany.
I just want to give a quick shout out to EveKey and Jamie Kuse. EveKey produced this entire EP from front to back, painting the picture of my mood through sound waves. And engineer Jamie Kuse added his touch of experience and flare that really helped with the dynamic of this story.
What was the concept behind the music video for “Crossword”?
The first thing I felt with this track was that there is some serious bounce to this beat and I could just see dancers in the visual. So I pitched the concept to a good friend of mine, Jerome Esplana, who is a ridiculously talented dancer and choreographer here in Vancouver. We’ve been wanting to collaborate for sometime so he brought the best crew with him and we made it happen.
Working with Julien Herras of Lightbulb Media, we wanted to create a raw, artistic visual with colour-based symbolism, depicting society’s desperation for money (without using money), alongside my desperation to discover myself in this society. So the element of dance accentuates the story and interprets the words I’ve created as I battle with my thoughts. All dancers in the group choreography are wearing black & white tees (Thank you Misenas Esplana), symbolic for the artistic side in me, as if to say, “figure out where you fit in this Crossword puzzle”. We emphasize the red dress of dancer, Carley Cofield, to portray the temptation that exists in today’s society while attempting to make ends meet. Overall, I feel our team did a phenomenal job portraying the concept in a well-rounded performance that speaks more on the art than just another music video.
Favourite Vancouver music venues and hangouts?
I’m usually kicking it an an open mic spot. Two spots you can find me at right now. Simply Delicious on Main street on a Wednesday night. A team of really cool ladies (Power of Threee & Loyal Coalition) host an open mic night for local talent to perform. The sushi menu is pretty damn good too. And The Belmont Bar during an Emotions Open Mic night. Earlier I mentioned that there is a small pocket in the city that supports and provides the energy for the hip-hop scene here in Vancouver. Well this event supports and provides the energy for ALL the arts here in Vancouver. The event takes place on the last Sunday of every month, so the next scheduled event is for September 27. If you haven’t heard of this event, I strongly suggest you check out the Emotions Open Mic Facebook page and see for yourself.
Favourite Canadian artists?
Of course I love what Drake and The Weeknd are doing for Canadian artists right now and the new school. I’m a Feist fan because of her smooth, unique sound and she’ll always be on my playlist. But as for favourite Canadian artist, Maestro Fresh Wes is the original pioneer of Canadian hip-hop and paved the way for artists like myself.
What’s next for you?
Right now I’m preparing to go on tour with Bone Thugs-N-Harmony, September 17 – 20. We’re kicking off the tour in Edmonton, closing the tour in Calgary, and back home here in Vancouver in between. It’s crazy, the show sold out so fast here in Vancouver that Mark Rasta of Spotlight Productions acted quick to deliver a second show. So on September 18 & 19, I’ll be doing a back-to-back show with Bone Thugs at Harbour Event Centre. After the tour, I’ll be working with Lightbulb Media again, releasing a new video from Vancouver’s Own Unknown, and also collaborating with artists Kid Fresh and Lia Eliza on a few new releases.
Advice for young and aspiring artists?
Absolutely. To any young aspiring artists reading this, do not be afraid of your limitless potential. Sounds crazy, but it’s really that simple. Find your sound, learn your strengths and study your weaknesses. Do not fear your thoughts of thinking unrealistic.
Photo Credit Ryan Summers @CUTSMag
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By Amar Mirchandani @amarmirch
