Pure DOPE Magazine hung out with Grammy Winning rap artist Lecrae in Atlanta at the video shoot for his hot new single “I’m Turnt” off the highly anticipated mixtape Church Clothes 2. ‘Crae kicked it with DOPE MAG editor ToneSwep in between takes to discuss good versus evil, having good intentions in an often evil industry, and why fatherhood and future plans hold great importance to him.
Written by ToneSwep
Images by Marjoni McBride
(ToneSwep: TS) The relationship between Christianity and Rap music would seemingly be a fragile one, with Christian principles and morality competing with rap’s sexual sales climate and culture of violence. How have you found a common coexistence?
(Lecrae: Lecrae) I think any time you’re talking progression, self worth and positivity, you are met with opposition. Acknowledging both worlds was big for me and my career, because I think early on only Christian Rap enthusiasts were listening to my albums. Making sure the music is DOPE is also real important, because music is such a universal language so we stepped the production side up. People from different walks of life started to listen. You can find Christian principles in all types of music. Its just when people hear the term Gospel Rap they think sermons. My music is not sermons. My music is songs.
(TS) “Church Clothes” is the mixtape which proved to be your breakthrough into mainstream. What was different about the project that allowed it to resonate so well with more listeners?
(Lecrae) It was intentionality. My albums prior to “Church Clothes” were more geared toward a Christian market. I didn’t know it at the time, or hadn’t realized it, but my music was only coming from one side of my real life. Because I talk to people from all different walks of life, people at many levels, but my music was only reflecting the religious aspect of my life. I wasn’t initially trying to do that, the music I was creating was just catered to them. The “Church Clothes” mixtape was me making real music about my real life and it related to so many more people in a real way.
photographed in Atlanta by MarJoni McBride
(TS) Lupe Fiasco was once quoted as saying: He loves music. Loves business. But can’t stand the music business. Where are you with the music business?
(Lecrae) I think the music business has evolved. It’s evolving still. But I found my way. And I feel I’ve found my way at the perfect time. Everyone is not privileged to be Bill Gates during the internet boom or Ford Motor Company when the car boom hits. But I emerged just at the right time, when being an independent artist is hot. I sold over 300,000 units independently, without radio. Like Jay Z said there are new rules. So I’m good with the music industry, where it is today, and how I fit in with it all.
(TS) Talk a bit about Reach Life Ministries. Give us a mission statement and share with us the progress you’ve made towards that mission.
(Lecrae) Reach Life is really about creating tools for the urban community. We don’t see resources and tools being created often enough, and I think this is why the youth often get discouraged. Because they have dreams, but those dreams sometimes don’t become goals because they don’t have the right support. Curriculum, scholarships, conferences, Reach Life provides services. These types of things are being done for the urban community. I’m proud of the Hip Hop community for donating money and time here and there, but I felt we could do more. More still needs to be done.
photographed in Atlanta by MarJoni McBride
(TS) What adjustments did you have to make in order to assume the role of a label head at Reach Records? What is required of you now, as an executive, versus what’s required of you as an artist?
(Lecrae) I think one was taking myself out of the equation. A lot of artists who are running labels are self-consumed, and you sometimes have to be as an artist because your career is so demanding. I really try to step outside of myself and help my artists be what they need to be and get where they need to get.
(TS) You won the Grammy Award for Best Gospel Album in 2013. How has life changed since the trophy?
(Lecrae) They started taking my phone calls (Laughs!). It’s crazy really because I didn’t know it carried that much weight within the industry. Up until winning, I always felt it was more of a fan appreciation thing. Like you were being recognized by writers and voters. But at the same time I don’t think it means you’re better than others. I think Nas is one of the greatest MCs, but I wouldn’t say he is any less an MC just because he hasn’t won a Grammy. Just like I also wouldn’t think another artist was better or greater just because he or she has won one. But I’ve had writers not respond to emails. They respond now (Laughs!).
(TS) Why was the “This is Fatherhood” initiative a priority for you?
(Lecrae) I think a lot of times men are a plumb-line and bench mark in society. 90% of rapes are committed by men. Most violent crimes are committed by men. 85% of all inmates are men who didn’t have fathers. I knew we needed to remedy it by being a good fathers. And being an entertainer, I can discuss the importance of fatherhood publicly, which is DOPE. But then teaming up with an organization or movement to further promote that is very important. I didn’t have my father around growing up, so that was the ultimate incentive. I’m motivated to be a good father. And also motivated by the future and by helping encourage young men to be good fathers. I think things are headed in the right direction for the urban community in a lot of ways. The future is bright.
photographed in Atlanta by MarJoni McBride