By Craig Fraz
Rich Nice had a solid run as an Old School artist and one of the first to be signed to the legendary Motown label. Once the spotlight died down, he had to figure out how to stay close to the culture he loved. These days, Rich is behind the scenes making it happen. His experiences in the music as an artist laid the groundwork for his present incarnation as a manager. Planet Ill recently sat down with Rich to talk about his history and what he has coming in the future.
Planet Ill:How did you land your first record deal?
Rich Nice:I was on the music circuit in NYC in pursuit of getting my music heard by the masses… I would be every and anywhere that had something to do with music. People and labels started to take notice (Fred Munao “Select Records”, Critique Atlantic Records, Uptown Records & Motown Records) Growing up with Michael Jackson and the Jackson 5’s music inspired me so much that I had to go with Motown.
Planet Ill: Why have you chosen New York to live and conduct your business?
Rich Nice:New York like it, love it or hate it, is the Empire State. It’s the center of the business world, fashion, and media, even architecture. These streets tell a million stories from a million different places. I feel it’s the gateway to the world. You can meet someone from EVERYWHERE here, and I have. If that’s not great for business, what is?
Planet Ill: Describe the best way you can, what Hip-Hop means to you and how it has if affected your life?
Rich Nice:I’m a real Bronx B-boy. I wrote graf, I danced, DJ’d, and rhymed. It sounds like a lot but, that was the everyday life for a B-Boy growing up in the Bronx. We did it all for fun, like a sport. At a young age I had to develop a thick skin because we competed against each other. The same way kids raced, or shot basketball. That same competitive spirit that went into being a B-Boy.
That is why I hold Hip-Hop so near to me. It’s actually part of my childhood. The fibers that make me the man I am today. Hip-Hop taught us culture and respect. It gave us a foundation to build from. Hip Hop is the beginning of the urban mind expanding beyond urban surroundings.
Planet Ill:In your opinion, how has Hip Hop changed? From a socio-political point of view
Rich Nice:Well, Hip-Hop has become a staple in American society. Graffiti writers like Skeme, Lee & SAMO (the late great Jean-Micheal Basquiat) and so many others started piecing and tagging political messages. These messages in theory should not have been on the minds of anyone in Hip-Hop. People had to take notice. When Grand Master Flash & Furious 5 made “The Message” it sent shockwaves through the world. Fast forward to now. Anyone about 45 years old and under grew up with Hip-Hop as a real music form. To some, the only music form. No surprise President Obama reached out for Jay. Hip-Hop is the voice of the people and ironically that’s what politicians are supposed to be listening to.
Planet Ill: Did you ever think Hip-Hop would become global?
Rich Nice: In the beginning, never in my wildest dreams did I think it would be like this, but I give my fellow Hip-Hop family all the credit because with all the no no no ya’ll can’t do that, we still pushed forward with big dreams and big ideas.
Planet Ill: Tell me how you and your crew helped change the game?
Rich Nice:Well, I walked a few different roads. I came in the game with a production deal on Motown. This was unheard of at the time. Three young producers (Commissioner Gordon, Jesse West and myself) having a production deal (To The Left Productions). We were remixing everything from Stacy Lattisaw and Diana Ross, to Calloway. I remember cutting school to go to studio sessions. So we were part of the first young dudes working on big records. Then, I helped start another production company called: Track Masters. This is when it got nutty!!! We not only produced the records but we had positions in the record company. We produced everyone from B.I.G, Michael Jackson, Mariah Carey, R. Kelly, Destiny Child, Nas, and Mary J. Blige. This helped mold the new young Executive and we lead the way.
Planet Ill: Name some of the key players that helped you become successful in the game?
Rich Nice:I would definitely have to say Timmy Regisford opened the door. Jheryl Busby explained the game. Tommy Mottola put it all in perspective and really believed in us. Much Love and respect to those three guys, they changed my life.
Planet Ill: I understand you have your own company?
Rich Nice: I have a company called I.M.C Global (Image & Music Creative) where we consult brands, artists and companies on how to develop, expand and maximize their presence in this fast-paced multimedia world. Still focused on music, but expanding the boundaries, since the new world is accessible on your handheld device, laptop, in your car and at home.
I’m also business partners with Sway Calloway (MTV) we have a development deal with Viacom to develop original content for the network.
Planet Ill: What’s on your production plate?
Rich Nice: Musically, I’m still producing. I just had a #1 song R&B hit song for 5 weeks, “On The Ocean.” I just did two songs on the new Olivia (formerly of G-Unit) album. I’m also working with the international Reggae/Pop sensation PATRA whose new album is CRAZY!
Planet Ill: On the managing tip?
Rich Nice: I have three artists that I’m extremely excited about. First, is Isadora, a young singer/songwriter. I’ve been grooming her for a few years. I’m about to unveil her to the world. She is AMAZING! Then, there’s Casey, a young MC from Hawaii. Yes I said Hawaii. Casey is super talented. I met this artist via Twitter! Viral A&R works. Last, but not least, Saigon. Sway and I have been following this guy’s career and felt he needed that extra brain thrust to push him over the industry hump. Just Blaze has produced most of the long-awaited album and we’re gearing up for a Feb 2011 release[ed note- Interview took place before the release of The Greatest Story Never Told].
Planet Ill: Are you promoting anything around town?
Rich Nice:Every Friday we do a party called Global Life in New York City at a place called Sutra Lounge this is where all our associates, friends and artists come to lounge and express themselves. Culture, music and art. Check me out on twitter @RichxNice
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