Choclair: Hey is this Brockway?
TN: Yep.
Choclair: It's Choclair here.
TN: How's it going?
Choclair: Pretty good.
TN: I've got a few questions for you, but first I just wanted to say that your album, 'Ice Cold' was really impressive. Tracks three thru eight were great along with "Flagrant" and "Situation 9".
Choclair: Thanks man.
TN: How long did it take you to put together the 'Ice Cold' album?
Choclair: It took about a year. We started working on it back in August of '98, and it was pretty much finished by September of '99.
TN: How did you pick "Let's Ride" as the first single?
Choclair: Actually it was a group decision. We just felt that the whole feel of the song represented us as a group. Lay back and just ride. We picked it because of its forward motion of just 'rollin'.
TN: How many of the beautiful ladies in the "Let's Ride" video do you know personally.
Choclair: Actually, all but one. I knew em all from school back home. The only girl I didn't know from before was the girl in the jeep. I met her down in Boston while I was partying there. She went to university down there and she was cool, so she came up here for the video shoot. ….
TN: Do you think that the Lyricist Lounge tour helped you get the exposure that will help build hype down in the states?
Choclair: Definitely. I got to work with Xzibit and lots of talented hip hop artists and it just sort of shows the unity that exists. At parties on the tour, a lot of people were coming up to me and saying, that they'd here my stuff on the underground, and that it was hot. So, yeah, I think it gave me a great opportunity to get out there and be exposed. I think Canadian artists have a little bit of an edge because we have to work harder to get the exposure. So I think it shows in a live show. It's not just people walking back and forth on stage, it's actually a show put together.
TN: Now what kind of a response did you get from American fans?
Choclair: Oh, they were all into it. People knew some of the records because they'd heard songs like "Flagrant" and "Just a Second" and stuff like that. The response was off the hook, at the end of the show, people were coming up to us. Like in Boston, they were saying 'I've been seeing you in that Vibe magazine. Now I get a chance to see you perform and I've heard your song on the radio and this and that". So the response was real good.
TN: That must feel rewarding I'd imagine.
Choclair: Oh yeah, cause you know that your music is actually going somewhere and it keeps you feeling it.
TN: I understand you just finished a tour with Rahzel in northern Canada. Now could you ever see yourself hooking up with Rahzel to do a track?
Choclair: We actually did. Before the tour started we did a track together for a CBC show called 'Drop The Beat'. They're doing a soundtrack to it, so me and Rahzel connected to do a song. Nice kinda of clubbish, kinda party track.
TN: Will that song only be on the 'Drop The Beat' soundtrack?
Choclair: We still have rights to the song, so we can still throw it on the B side of single or whichever.
TN: Sounds pretty cool. Now I'm from the Maritimes down in New Brunswick. I'm wondering if you've ever considered doing a show down here?
Choclair: Oh yeah definitely. I've always wanted to get out to the East coast. I did a release party in Halifax, so I've been out there twice. I've never been to New Brunswick, but I just heard that a radio station in New Brunswick actually just threw me in the mix, and just got added to one of the top forty stations out in New Brunswick.
TN: No doubt, I'm not surprised at all.
Choclair: Right now we're putting together the Eastern part of Canada tour. Which we're trying to do everything from Thunder Bay to the east.
TN: When do you plan on hitting that off?
Choclair: Probably three weeks or so in January.
TN: That'd be awesome.
Choclair: Yeah it would be to get out there.
TN: Hip hop has really taken off down here and we rarely get any hip hop artists down, other than underground stuff from Halifax. So it definitely would be great.
Choclair: We're gonna try and go everywhere, cause even when we did the Western part of Canada we went to Lethbridge people were like: "Lethbridge?" (laughter) Or even Saskatoon. But, Saskatoon we sold out the show. And Lethbridge, it was the first hip hop show there in 13 years. The last person was Maestro before his first album.
TN: I think Maestro made it here a long time ago in New Brunswick.
Choclair: We broke the record... we came out there and people were like, we might get like two or three hundred people show up. We had five to seven! A lot of people came out to the show. We went to this party afterwards, and people were like "Yeah we heard you were coming, but we were like, nah Choclair's not coming to Lethbridge". Then I was at the club and everyone was surprised to see me and Rahzel kicking it at the club. So we're definitely gonna try and hit everywhere with these shows. Because we realize that there are a lot of cities that don't necessarily get these hip hop shows going through.
TN: I hear ya, cause I know I've talked to friends and they were like "Is he coming here for the interview". Everyone got a little hyped up, but I was just like "nah, it's a phone interview." So definitely there'd be a lot of people lovin it if you made down here for some shows.
Choclair: We're definitely gonna work it out. Some promoters are talking to my agents that I work with because I know that there are a lot of people who have been supporting us out East.

TN: What was the first thing that went through your mind when you found out that you were going to be signed to Priority records and receive the US release?
Choclair: It was almost like 'I can't believe all this is actually happening right now.' Everything has been like a dream for me ever since high school. I remember freestyling in the cafeteria and having people say, "just do you biology…don't worry about it", but I was thinking, "I'm gonna get signed one day". And then I got signed to a Canadian deal, but I wanted to make sure that my music came out Internationally.
TN: How does it feel to be a Canadian hip hop ambassador of sorts?
Choclair: It feels good that people look at me that way, but there are so many different artists that are out and that aren't even out yet in Canada. Many of whom can blow up tha spot and represent just as much as I can. I appreciate the press, but they can't forget that there's still a whole bunch more talent that's up here, it's not just me, I'm not the only one.
TN: Yeah, especially with (Canadian) producers like Kardinal, Solitair and Saukrates.
Choclair: Yeah, there's definitely talent here.
TN: Now when is 'Ice Cold' going to be released in the States?
Choclair: I think it gets released over there in March or April, but I'm not sure about the exact dates.
TN: Is the US release is going to be different from the Canadian release?
Choclair: It's going to be relatively the same. It might have a couple of new tracks. We weren't able to get the track with Ol Dirty Bastard on the Canadian release because of politics with Elektra Records. So we're going to try and get it on the US release, because it'll be far enough away from ODB's release. There might be a couple of new tracks because while doing the Lyricist Lounge tour I really got a chance to hook up with Xzibit and the Alkaholiks. So I might get a track with them on it.
TN: Oh really! The Alkaholiks are one of my favorite groups. I love their style.
Choclair: They were actually up in Toronto for a month and a half recording part of the album. We really got a chance to connect and they knew of me from before. So, when we met up on the Lyricist Lounge Tour we just all hung out. It was me, Ja Rule, Tash, and Xzibit all just kicking it.
TN: Oh man, that must have been pretty special.
Choclair: Yeah, we were in Philly and there were no parties going on. So we took an hour and a half drive up to New York and go to the tunnel. They came to our hotel room saying "Yo, let's go to the tunnel."
TN: What was it like working with Ol Dirty Bastard?
Choclair: He's actually a real cool guy. We came into the studio and ODB was like "You know what, I just wanna get down. I wanna get loose. I want people to pile out on the dance floor." So we put a funky, soulful track together. It's kinda like ODB's "Got Cha Money" track, with Saukrates producing it. I think it's a hot track. When people get to hear it, it'll turn some heads.
TN: Have you picked a name for it yet?
Choclair: It's called "Swamp Dirt Dogs."
TN: Do you think that the success of the "Northern Touch" single helped get you the exposure that might have helped you get the deal with Priority?
Choclair: I think that helped to get a lot of things going. Just because that song did so well, a lot of people caught notice and started saying "Who's this Choclair guy in the track." The timing was perfect because as soon as "Northern Touch" started dying down, (my single) "Flagrant" started coming out. It kept the buzz going.
TN: What do you think about the hip hop boom and the massive amount rap material that's being released now. Do you think that's going to hurt the game?
Choclair: We're definitely seeing a whole bunch of hip hop music come out right now. I don't it will necessarily hurt it. It's just like how there's always new movies coming out. You got your good movies, and your alright movies. Then you've got your star-role players. If there's an Al Pacino or Sean Connery movie, then it'll be pretty good. Then you've got other movies that'll surprise you and new stars being born everyday. There's definitely a big boom that's going on right now, but that's cool because that's what keeps our industry going. It keeps our industry diverse because you have so many different groups out there doing different styles of music.
TN: Yeah, it lets artists like yourself be able to get the spotlight when you have true talent.
Choclair: Yeah. I'm also representing a different style.
TN: You've got a smooth lyrical flow and funky cool dance-type beats. How would you characterize your own style?
Choclair: I'm the type of artist who likes to sit back. The lyrics are sit-back borderline confidance and arrogance style.
TN: It's not arrogance. I found it was more confidence.
Choclair: Some people might think that I think I'm all that. But, nah, I'm just doing my thing. I just do what I do almost with an I don't care mentality. Songs like "Runnin Wid Us", with the lyrics "If you runnin wid us, then we're runnin wit you".
TN: The first time I heard your "Let's Ride" single, I immediately thought of Dr Dre's classic song "Let Me Ride." Did the Dre song have any influence on that track?
Choclair: Nah. Kardinal had this beat and I liked the beat. So he said to me "Do you think you can rap on this beat, it's kinda fast?" I said "I could do something on this, gimme the beat." I put it together and I had all the verses, but didn't have a hook. Then I was just driving in my car thinking "this is a nice little cruise-by tune", so I just called it "Let's Ride." I went into the studio the next day and recorded the chorus.
TN: Are you planning to release a second single off the album?
Choclair: Yep. We're not sure what it's gonna be yet. We're about to go and look into all of that soon. We'll probably try to get my man Little X to do the video again.
TN: Have you narrowed it down to a couple of tracks?
Choclair: Some people are really feeling "Rollin'". "Taking It In" was another suggestion. As was "Rubbin."
TN: "Rubbin" was definitely my favorite track off the album.
Choclair: When we do a live show and that song comes in, "boom", everybody blows up. That's the ultimate song for the show.
TN: It almost had the same feel as LL Cool J's "Doin It."
Choclair: It has a nice little rollin feelin and makes you wanna bop your head to it. Saukrates did a great job with the production on that one.
TN: Of all the producers you collaborated with on this album, did you feel that any one of them felt your flow best?
Choclair: I think they all brought out different styles of flows with me. Even working with KCut from Main Source, doing songs like "Da Chiznock" and "Rollin'", it made me do something different. "Da Chiznock" has a rap and stop type feel. In "Rollin'", I just went straight over the beat like back in the "Just A Second" days. With producer Da Grassroots on the "Ice Cold" track, it's almost like I'm talking to you. With Kardinal his beats are so energetic that it gets you hype. Those are the best songs to do live.
TN: If you could work with any producer at all, who would it be?
Choclair: I would love to work with Erick Sermon or Dr Dre or DJ Premier. You never know, on the American release we might try and get a remix happening for "Bare Witness" with Guru on production.
TN: I heard there's a remix of "Flagrant". Where could someone find that track?
Choclair: Yeah, it was on the flip side of the "Flagrant" single. It's way faster than the original. We had a batch of "Flagrant" records that kept skipping, so we repressed what we had to redo. Then we threw the remix on those. So some of the singles have the remix and some don't.
TN: Over the years who have been some of your favorite hip hop artists?
Choclair: Definitely Biggie (Notorious B.I.G.), Redman. I really like Busta Rhymes, I just don't know why he never wins any awards. Every song he comes out with is one of the hype songs of the year. They always go over well in the clubs and they're always on the radio. I just don't understand, I feel like Busta should be winning something. Redman's just…just…
TN: …one of the best live artists out there.
Choclair: Yeah, yeah. He's one of those artists that has that energy. When you go out to see him, he's always wildin' out on stage.
TN: What would be a few of your favorite songs of all-time?
Choclair: Wow, there's so many cause I was into so many different styles of music and I still am. I was into Glass Tiger, Def Leppard, Quiet Riot, but I'd still listen to Run DMC and Beastie Boys. I was into everything and it helped influence me.
TN: You wouldn't perchance listen to Nine Inch Nails would you?
Choclair: I know of the group, but I don't know their material.
TN: Ah, I was just curious. Now that you've just finished your tour, have you been able to keep up the latest songs put out by other rappers?
Choclair: Not just yet. You don't get a chance to hear the college radio stations cause you're always on the go. A lot of times I see new material while I'm in my hotel room watching Much Music and checking out Rap City. I heard Saukrates has a new video, but I haven't even seen it yet.
TN: Yeah, "Money Or Love".
Choclair: Yeah, "Money Or Love" and I haven't even heard it yet. So sometimes it's hard to keep your ear to the street and find out what's coming up because you're not really around to keep hearing it.
TN: I checked out your website. Did you have any part in that or was it done up by your manager?
Choclair: This guy Mike Nice, who's a web designer, he's the one whose been doing it all. He keeps it maintained and tries to update it as often as possible.
TN: I thought it was great. Who's idea was it for the Choclatron? (online arcade game)
Choclair: It was a combination. We had an idea and Mike Nice made it all come together. I had a part in naming characters and the general concept.
TN: It was pretty cool. I'd only ever seen that with the Redman/Method Man game on the Loud Records website. Have you tried your hand at the Choclatron very much?
Choclair: Not very much, I'm not that good at the game. (laughing)
TN: Me neither, I think the farthest I made it was the third level.
Choclair: Yeah, I keep dying. (laughing)
TN: This is your debut album, is it not?
Choclair: Yep.
TN: But you've had other releases prior to that?
Choclair: Yeah. I've been releasing a lot of singles: "What It Takes", "Just A Second", "21 Years" and songs like that. I think it helped to create a buzz for this album. I think what happened is that people who checked out this album, and knew Choclair's stuff from before, weren't disappointed with the album. I think that's why the sales are doing real well, because I still got the same people who supported me. And now I've got more mainstream people who like me because they heard "Let's Ride" or "Northern Touch".

TN: If you could give any advice to an aspiring hip hop artist, what would it be?
Choclair: To get out there and get your face and name known by one way or another. Go to every industry party, which gets real boring. Finding out who the players of the game are in terms of the industry. Just make contacts. It's a lot of work, it gets real boring and sometimes you might say to yourself, "Why am I doing this?" But it all pays off in the end.

TN: Have there been times when you've felt like turning your back on the hip hop game and maybe pursue another career?
Choclair: Yeah, there was a time. You go through a bunch of empty promises and people saying they can do this for you and they don't. But you just gotta stay focused, stay motivated and have that drive keeps saying "I'm going to do this." And it all comes together.

TN: What have been some of the highlights of your career as a rapper?
Choclair: Having people come up to me on the street and say: "Choclair, I really love your album" or "I can't wait for your album to come out." Before the album came out, a lot of people would say "I'm buying it on the first day." Getting a chance to work with other artists and I get to travel a lot.
TN: It must feel rewarding too.
Choclair: Yeah, very rewarding. Sometimes someone might do a pop record and make it blow up. They might lose some core fans, but good when you can keep the people who got you there in the first place and still be able to grab more fans. It's definitely a great feeling.

TN: When did you find out that your voice was going to be sampled for Gangstarr's "You Know My Steez" single.
Choclair: I found out after it happened. It was cool because DJ Premier had the record and he had me in mind when he was putting it together.
TN: Definite respect on his part.
Choclair: Yeah, made me real happy when I heard it.
TN: How'd you find out that your voice had been sampled? Were you listening to it when you noticed?
Choclair: Nah, a friend actually told me. I hadn't heard the song, so they bought me the record. I listened and I was like "Wow."

TN: What do you think about hip hop's current situation in Canada and the lack of airplay outside of Canada?
Choclair: I think it's just a matter of trying to build right now. We're maturing. We have the talent, we just don't have the infrastructure. I think what happens a lot of times is that you get people who get their best friends to be their manager, which may not be the best idea. We gotta just make sure when we're doing this that we remember that you can have the dopest record but if nobody knows about it, it's not gonna do anything. So you gotta create that awareness. You gotta make people know the name. I've met people who had never heard a Choclair song, but just kept hearing about me in magazines.
TN: Yeah, cause I don't think "Northern Touch" even got airplay on B.E.T. (Black Entertainment Television).
Choclair: Oh it got a little bit. But yeah, the US is a completely different market. You gotta find out how to work that market. You just gotta be willing to take the time to work it from both angles, in the US and in Canada.

TN: I got one last question. If someone wanted to get the 'Ice Cold' album cover autographed. How would they go about it?
Choclair: There's two ways. One way would be to courier in here to Virgin Records and I can definitely do it. Or whenever I get out there (New Brunswick). Those are the only two ways that I would know how to do it.
TN: Thank you very much for the interview, it's been interesting.
Choclair: Aight, thank you man. Definitely we're gonna try and get out there as soon as possible.
TN: In any case, I'm sure you're going to get a good taste of success and I know I'm going to hear about you in the future. I look forward to your next single.
Choclair: Aight, my man.
TN: Ok, thanks.
Choclair: Later.
TN: Later.

www.brockwayent.com

(Originally posted on HipHopCanada.com)

This interview took place on December 2, 1999