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Taio cruz is currently one of the UK’s most in-demand songwriters and producers. He has a new album coming out before the end of the year but has still found time to pen songs for the likes of Leona Lewis, Shayne Ward and Alexandra Burke. We caught up with the young workaholic/music mogul at Island Records and talked all things pop and then some…
You are the CEO/founder of Rokstarr Music – what are the benefits of running your own label?“I get a lot more creative control. I’ve signed a couple of producers to Rockstarr and some guys called
The Arcade who are going to be very big. Also an artist called Carmichael who’s amazing - a white guy with the most soulful voice you’ve ever heard.”
You co-wrote Will Young’s Your Game, which won a BRIT in 2005 – what’s your view of award ceremonies?“It’s recognition for what you’ve done but on the other side it’s just someone’s opinion. So if I have the Taio Cruz Awards, I’m going to give them to people I like. But getting awards is always good - I like my BRIT award in the house. Hopefully Tinchy wins his MOBOs and EMAs - I’ll have those too…”
How do you describe your music?“I always say my music is pop. People are very visual and for good reason a lot of people will put me into an R&B category because I’m black and my voice is soulful. I listen to popular music - I listen to Jay-Z over Nas, or Biggie over 2Pac or Coldplay over a more obscure indie band. Hopefully they’ll eventually look past it and call me a pop artist, which is what I am.”
In keeping with the growing trend of musicians who also wear the producer’s hat – where do your priorities lie as an artist?“I feel bad saying this to a degree - it almost feels like I’m saying I don’t want to see the fans but I do prefer being in the studio because I like being creative and making music. It’s good fun being on stage and seeing the reaction to your music, but I’m definitely more about producing the albums, writing the songs and singing.”
What’s the new album called?“I was going to call it This Way Out because people always ask me ‘are you an RnB artist?’ I was hoping that this album would be the way out and that people would listen to the album and go ‘oh he does more than that - he’s a pop act.’ But I decided to call it Rockstarr.”
When does it drop in the UK and what styles can we expect to hear on the new record?“We’re aiming to put it out in November. It’s going to be 50% dance-pop and the other half leans towards the bigger songs. Sort of more Coldplay-ish or like Take That’s album when they came back and had those big songs like Rule The World.”
Break Your Heart is the lead single – did you have fun shooting the video?“It was such a hard day - loads of hot girls to kiss and speedboats, Aston Martins… I got to drive the speedboat for real - that’s really me driving that vehicle. It was 80 knots which is 100mph.”
You’ve been hired by Simon Cowell to produce Leona Lewis, Alexandra Burke and Shayne Ward – have you begun writing with any of them yet?“Shayne came to my house and I did six songs for him. I’ve done a few new songs for Leona that they really like but you don’t really know until the end whether they’re going to go on the album. I wrote one song for Alexandra - I think her album is close now.”
You’ve also scored a top 3 UK hit single with Tinchy Stryder earlier this year – what would be your dream collaboration and why?“It would have been Michael Jackson but that can’t happen now unfortunately. I really don’t have a dream collaboration. I’d like to work with anyone really talented, (puts on an American accent) - if they gonna go mad international, sell units, play mad stadiums, then I want to work with you.”
Who’s your favourite artist right now?“Justin Timberlake is my favourite pop artist, Kanye’s my favourite rapper plus Drake - he’s awesome. Favourite indie bands are Coldplay and Snow Patrol. My favourite pop bands would be Take That, The Script and maybe OneRepublic.”
Who would you choose to produce a Taio Cruz album if you could ever allow such thing to happen?“Wow, the whole album and I didn’t produce any of it? That’s insane… Quincy Jones?”
Joey
- The Arcade - Rokstarr