very once and again an artist emerges from a given genre representing something fresh, challenging the idea of what it means to be a musician in his or her field. Individuals such as this are a rarity in a profession where poor imitations of greatness and lackluster artistry are celebrated year after year. In 2005, J.A.M.E.S.Watts was such an artist. Virtually appearing out of nowhere, this upstart MC/Producer from New Jersey placed his talent on the map, once again redefining what it means to be relevant in the saturated market that is contemporary hip-hop.
Writing rhymes since the age of ten, he grew up on the sounds of some of rap music’s most prolific artists; people who aimed to make a definitive statement, whether it violent or political, gangster or revolutionary. Under the influence of his older cousin, a DJ at the time, J.A.M.E.S. began to study albums ranging from Dr. Dre's West Coast opus The Chronic to Nasty Nas' Illmatic. From this, he developed a well rounded idea of what hip hop meant. He began to see it as an art form without restrictions or borders, and used its diverse influences to immerse himself in a plethora of other types of music. Of this time in his life, he states, "I was fortunate to be exposed to all of this great music at an early age," he says. "I started really loving hiphop at a time when it was pure, raw, and honest, before it reached the mainstream and became the dominant youth culture. At the same time, I was able to be there for that transition, and I watched it grow into what it is today; I think it's still beautiful. I'd like to think I'm a product of both worlds."
And having a foot in two worlds is nothing new to J.A.M.E.S. Coming from a racially mixed background, ("I'm a remix," he claims with a laugh. "I have two Black grandfathers and two White grandmothers, so I'm a mix of a mix"), and living in both urban and suburban settings ("my town is a combination of millionaires and people on Section 8...real poverty shit. I mean, we sit between neighborhoods with multimillion dollar homes and some of the most violent blocks in America. We have millionaires and murderers"), he has always lived with a degree of duality, and it is this experience that he aims to bring forth in his music. In his animated tone, he reveals, "I'm not like other guys who rap, man. I mean, I love the streets. They’re a part of my heart….but I'm not from the block. I’m college educated; I’m coming from a totally different place.”
And unlike most rappers, it was a college campus where his career was birthed. After winning several battles and becoming a staple performer at Rutgers University in New Jersey, Watts received his first taste of notoriety and fame. It was only after graduating did this passion come into full bloom; dissatisfied with the work world and feeling as if the American dream was one deferred for his generation, he embarked on a mission to make his own path through his music.
In August 2005, he released Welcome Home (his debut mixtape as a rapper & producer), and Summer Vacation, his Grey Album-esque Kanye West remix project (which elevated to cult classic status during the latter months of the summer). What began as a bedroom-based enterprise now has the potential to be a global phenomenon. His first website acted as his main promotional vehicle, leading to thousands of downloads from listeners and supporters around the world.
Still, a successful website wasn't enough for James. Networking with artists, label reps and promoters throughout the New York Metropolitan area, and performing at several top venues, he opened up new opportunities and made a major impact in the unsigned community. A&Rs and executives from labels such as Def Jam, SRC/Universal and Interscope began to take notice, offering support to the man they see as having the potential to be the next big artist in hip hop music.
With his latest mixtape, Shameless Promotion, and a new marketing slogan & website, (THE GAME NEEDS JAMES), Watts is looking to reach an even broader audience and seal an elusive contract with a major recording company. However, not one to compromise his own principles or artistic vision, he says, "I refuse to sacrifice my integrity for monetary success. Unless I do this on my terms, there's no real point. Of course I want to be on TRL.....of course I want to be a millionaire! Who doesn't?!? But I won't try to be someone or something I'm not to get there. I don't knock anyone's hustle, but I have to be me." Well said. Here's a toast to the future.
