Crowdsurf & Turf Meets: Asher Roth.
Day 101 of Lockdown: Some of you may be wondering - What’s “I Love College” rapper Asher Roth up to these days? Asher Roth will be the first to admit that the casual listener may not have heard much from him as he continues to self-release on RetroHash and not get involved with the mainstream industry of music.
However, if you’ve kept up with Asher Roth’s journey as a fan or are a true Hip-Hop head you’ll know it’s been an interesting 11 years since his toast to College life and he’s continued to release hits and receive acclaim from America’s biggest artists. From working with Anderson .Paak to Travis Barker he’s kept himself busy.
On 23rd April, Asher Roth released Flowers On The Weekend and if you’re looking out your window at the sunshine, wondering when you’ll see your friends and family again like I have been, this album will lift your mood and give you some solace.
We caught up with Asher Roth to discuss Flowers On The Weekend, Asleep in the Bread Aisle and the importance of community, family and friends.
This seems like an unintentionally well-timed record, with the chaos both of our countries are going through as well as the rest of the world. Flowers On The Weekend gives some solace and time to take a step back from the news cycle and celebrate small victories and optimism rather than all the negativity we have to acknowledge on a daily basis. What are your thoughts?
I think that's the power of music. A lot of us use it as an escape whether listening, playing or writing etc. It's only a matter of time until robots are producing and performing the music that's being promoted so we've got to enjoy it while we can! (laughs) Ultimately, I use music to help me process the world around me and I try my best to hang on the sunny side so I appreciate what the album represents for you.
As well as examining some serious topics, discussing politics and your views on America, a key overlying feature is the importance of fun and fulfilment and the minor things in life. Did you approach this record differently to the rest?
Every record is different. I try not to overthink the process of recording and sharing. This album wasn't a struggle to bring to fruition, there wasn't a ton of obsessing over lyrics or music and most importantly there weren't a bunch of people involved. No matter how the album is received the ideas and process are my own. It allows the recordings to become time capsules of my life and that is very valuable to me and those involved. That freedom allows me to touch upon political opinions as well as remind myself and others of the importance of not taking things too seriously.
Was there more or less pressure with this album?
Zero pressure. Fortunately or unfortunately I am not part of the industry of music. I do not make music to appease a large corporation's agenda. As much as it would be nice to receive the benefits that come with playing that part, the direction I chose is my own and provides for an enjoyable creative process filled only with pressure I put on myself. At this current juncture that is none.
You recorded Flowers On The Weekend in a small shed/studio with Producer Rob Devious, did this have an impact on the outcome of the record, compared to previous recording studios and locations?
I think so, yes. Sort of like doing hallucinogens, the set and setting is important. For me, recording is a very intimate process. I don't like a lot of people in the room. Our sessions typically started at 8pm and went late. And 'in a small shed' is not an understatement. I think the music does a pretty good job of reflecting that setting.
With Flowers On The Weekend you carried on something that features in all your releases and that is some killer collaborations, including - Buddy, Lil Yachty, Joyce Wrice, lojii amongst others… what made you want these guys on board in particular?
Well, sometimes you just know exactly who is supposed to be on the song. For instance, I don't know what I would've done if Yachty didn't join me on 'Way More Fun". Same with Buddy on 'Spaceship' - E40 was the only other person I could hear on that! But overall the artists that join me are friends. They're beautiful, brilliant people who I'd support regardless. So for lojii, Joyce or CJ to lend their voice to help me convey a message is an amazing luxury to have. Talented friends are awesome.
In album closer Mommydog you talk about helping hands from family and friends, is this something you’ve always cherished in your career or something that is significant to this part of your life and this album, something you have realised in the latter part of your career since being back home in Philidelphia?
I think both. I'd like to believe it's something I've always cherished but certainly something I've taken for granted. However, I'm a firm believer in the uproot. Leaving my hometown and living in multiple cities helped me tremendously. I developed amazing friendships and learned a lot about myself. Those experiences helped make this album. But yes, the lessons in relationships I've learned along the way makes the familiarity of family and friends significant to this part of my life.
Talking about helping hands - You’re the Creative Director at Sunflower Philly. You guys do some amazing work, can you tell me about it and what you do?
Sure. We're a community-based, nonprofit organization focused on providing access to art, music and sustainable resources through curated series of events and programs in North Philadelphia. Last year was our first year throwing events such as a short concert series, dance classes, art installations via graffiti culminating in a block party in July. We maintain a multi-purpose park here in N. Philadelphia. We look to provide artists of all mediums a place to create and/or perform while promoting sustainability through our garden endeavors. Philadelphia is a very DIY city so we're just looking to help where we can. Obviously this year is a bit different but the goals remain the same.
How and why did you get involved with Sunflower Philly?
The how is just fortuitous. I live(d) next door to what was an open lot which is now the park which aided my involvement. A full moon, a 6 pack of beer, a small fire and a serious mistake by the developer of the land led to the creation of Sunflower Philly. The why is simply because I'm a believer in community. With the right team of people, mission aligned, a lot of good things can happen.
Last year you celebrated 10 years since your debut album Asleep in the Bread Aisle and played some shows to commemorate. 10 years on, 10 years older, how does it feel performing these songs?
It's great, man! Again, time capsules. The Greenhouse Effect Vol. 1 and Asleep in the Bread Aisle mean a lot of things to a lot of people. So many memories were created from those recordings. To be able to share those memories with an audience and to have been a part of their adolescence is a real gift. It's almost like my audience and I have grown up together.
When you look back over the last 11/12 years what are some key moments that stand out that you have really learned from?
That's a great question. There are a few instances not necessarily music related in which I didn't speak up for myself. Or I had a feeling and I went against it. I think it's very important to trust yourself. Of course our inner monologue might be drenched in fear and anxiety and when you're young it's hard to be confident in yourself. But if you can get past that some wonderful things can happen. You may not end up where others want you to be but you'll probably get to where it is you want to go.
Where do you see things going from here? What’s next?
It's hard to know! I certainly love to perform and it's what I feel I'm good at. I'd love to perform this album top to bottom with a live band. Given the circumstances, I'll probably start off with some digital shows and see where that leads. However, I'd love to be back touring Europe next year!
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