C.R.I.$.I.$.: designer

C.R.I.$.I.$.

designer

© 2008 Chisenga Katongo (5060114360433)

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C.R.I.$.I.$. is a new phenomenon on the HipHop arena whose fresh and innovative East/West Coast beats with slick lyrics and smart mix of instruments guarantee to break through your expectations and beyond.

notes

2007 was a big year and a new beginning for C.R.I.$.I.$. a Zambian born hip-hop artist who’s talent already conquered the African continent and who’s name is now becoming widely recognised across Europe, America and rest of the world. Watch out, as he is here to claim his crown as a King of Rap.

During 2007 C.R.I.$.I.$. was invited to participate at a number of events in London, including a performance at Oxjam organised by the UK’s biggest charity organisation, Oxfam.

That same year saw U.K.’s ‘Computer Music Magazine’ guru and music critic Ronan MacDonald produce a great song review in Issue 112 (May, 2007). To top-up the year, C.R.I.$.I.$. was selected to appear on a mixtape by Jay-Z’s disc jockey, DJ Green Lantern, called ‘MySpace Monster Mash’. This was a successful production that led to yet another offer to appear on a ‘US-UK Takeover’ mixtape by the British Disc Jockey DJ Ames, also featuring a number of great hip-hop artists such as Craig David, Lil’ Wayne & Lovely.

In January 2008 the artist made his first European TV appearance as he took part in the Hugo Urban Rules Music Workshop organised by none other than Hugo Boss in conjunction with MTV.

In March 2008, C.R.I.$.I.$. released his UK debut album ‘Designer’ under the independent record label of Clavel Inc UK.

‘Designer’ is probably the first hip-hop record out of the UK that is a cut above the rest. The distinctively unique style of beats and music compilation adopted by the artist as well as the slick lyrics promoting a non-gun and non-drug culture makes it a none other than C.R.I.$.I.$.’ own brand of sound. The style could be compared to the East/West Coast hip-hop, but also throws in that rich R&B, Jazz, Rock and Pop flavour blended into one.

C.R.I.$.I.$. has the most fascinating family background as he is a direct descendant of the Great Chief Mwata Kazembe of the Zambian Lunda People. The first born in a family of five, C.R.I.$.I.$. grew up listening to a variety of local African and Western music. When he was ten, “The Message” by Grand Master Flash and The Furious Five made a profound impact on a young musician. From that moment on he knew that Hip-Hop was his passion. Later influences from other artists like Big Daddy Kane, KRS One, NWA, LL Cool J and Dr. Dre, helped C.R.I.$.I.$. realise his ability to bring something uniquely different into the contemporary Hip-Hop arena.

After studying in the Institute for Management of Information Systems (IMIS) at the Zambia Insurance Business College Trust in 1998, he joined Mondo Music, once Zambia’s biggest record company. With them he made his debut professional release on a compilation called The Rhythm Nation Project (Yo-Yamba).

In 2000 he left Mondo Music to pursue his music career independently and soon after, his song “Playaz Worldwide” (Takin’ Over) was featured on a compilation called “Harambe Dope Sessions” licensed to South Africa’s DIY Records along with other high profile South African rappers.

A year later C.R.I.$.I.S. became the face of Mosi Lager, a popular brand produced by South African Breweries and marketed throughout Africa. During the company’s big advertising campaign, he gained swift recognition, appearing on billboards, television ads as well as various print and electronic media.

During 2002-2004 The Voice of America appointed him as the coordinator of their Hip-Hop Connection Fan Club, an organization responsible for the developmental of youth programmes. Within that same period, he signed a three year publishing deal with Sony Music: South Africa headed by Jay Savage.

In 2004, C.R.I.$.I.$. entered a rap competition that was aired live on South African Broadcasting Corporation (SABC). He did well by making it through to the final. From that experience he gained solid recognition that he needed to continue pursuing his Hip-Hop career. With his fame on the rise in Zambia, he signed a deal with a local distribution company Solid Rhythmz and in January 2005 released his first Hip-Hop album ‘Officer in Charge’. Because this album was such a success and significant achievement for Zambia’s Hip-Hop industry, he quickly gained international recognition.

In March 2005 the artist was featured in Future Music Magazine, receiving a good review from the industry’s music guru and critic Tim Oliver. Two months later he was invited to perform at the Channel-O Video Music Awards making him the first Zambian to participate in this event.
In 2006 inspired by a tragedy in the family, C.R.I.$.I.$. helped to raise funds for the Breast Cancer Trust (B.C.T.) foundation in Lusaka, Zambia by holding a gig at Lusaka’s Club Phoenix. The gig was a success and according to the B.C.T. the artist was the first musician to ever take this step in response to their cause.

With over 15,000 records sold in Zambia alone, Officer in Charge was the first Hip-Hop album to be produced and released by a Zambian artist. Most recently, his album C.R.$.I.$. Present’s The Diamond Chain reached another milestone by becoming the first Zambian mixtape to be released commercially in Zambia. After winning the Brath Award for Best Zambian Hip-Hop Artist in 2006, C.R.I.$.I.$ has never shown any sign of slowing down. Today he continues breaking down barricades to venture past Zambia into the heights of the Western markets and on the road to find his place amongst the most talented and best hip-hop artists in the world.

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