Submitted by Melissa Howsam — Correspondent
Self-dubbed (ever so humbly) "your friendly neighborhood super artist," Jay Lawrence is The Real Laww (@TheRealLaww): the face of "DURM" and a 2013 nominee for Best Male Hip-Hop Artist and Video of the Year (with "Ninjas in DURM") at the Carolina Music Awards, for which he won Video of the Year and was nominated for Best Male Hip-Hop Artist last year.
Literally making a name for himself, The Real Laww relied on his avant-garde vision (becoming the face of DURM via Runaway Clothes), social media and, namely, discipline, for which the self-made music marathon man (he writes, produces, engineers, manages, plans events, promotes...) credits his marine background: "Before the U.S. Marine Corps, I loved music and performing, but I was too nervous to really pursue it and make something from it. I wanted to do music, but there was no drive or discipline."
Now, after a trio of mixtapes, his first album ("The Laww Come'th," 2012), radio play and a handful of accolades, this cheese-loving (no really: "I love cheese!" he says. "If [fans] come to a show with cheese in hand they'll be my friend for life!") charmster's star is no doubt rising.
We got real with the 'Laww' on his career (both music and marine), his projects (with DJ Shahzad on the "DURM Trap House MixTape and a top-secret second project), his act as Runaway Clothes rep, his upcoming plans (YouTube channel? Yes, please) and the future of hip-hop in 'DURM.'
Q&A
You bill yourself as the 'friendly neighborhood super artist.' Break that down for us?
[Laughs]. I humbly call myself that because I do everything when it comes to this entertainment field. I write, produce and perform music. I'm a studio engineer, vocal coach, manager, advice-giver, event-planner/organizer and promoter. I love to stay busy -- makes me feel like I'm alive. And friendly because I'm a personable kind of dude ... at least I'd like to think. I would like everyone to feel they can approach me. What you get onstage is what you get offstage, which is a down-to-earth, funny, witty, charming man that isn't afraid to speak his mind.
In addition to your jack-of-all-trade music talents, you're a marine. How do those two counter-balance each other for you?
The Marines have played a pivotal roll in my music career because it has taught me structure, confidence and discipline. Before the U.S. Marine Corps, I loved music and performing, but I was too nervous to really pursue it and make something from it. I wanted to do music, but there was no drive or discipline. Afterward, though, I realized that in order for you to get what you want, you just have to suck it up; create a plan; and just DO -- if you fail, you fail; if you succeed, great. Regardless, you move to the next thing. What makes the character of a person is the way they move forward after a failure. So the biggest thing the Marines have taught me is to not be afraid to fail. The downside, though, is that the Marine Corps took me away from music for four years. I was totally immersed in the Corps and there was no time for anything else. Even now, I'm still actively in the USMC Reserves, and there will be shows that promoters or venues want to book me for that I have to decline because I have duty that weekend. It's okay, though. I understand my obligation, and there are no hard feelings -- there are other weekends in the month.
You released your first solo (and self-promoted) project in 2009 (A Mix Tape Vol. 1). What was that like for you, and how did you transition that to airtime in local and ATL clubs (with "Sweatin" and "Future") and radio time in Milwaukee and various internet radio stations, as well as 3.5 of 4 stars in "IAE" magazine that you earned for Vol. 2 a year later?
It's always a great feeling to be recognized for the work that you do -- especially when I was the only one promoting it. Getting messages and comments from other artists and music-lovers saying they love my music made me feel extra warm. It was an even greater feeling when I was told these songs were going to be played at clubs and on radio stations in other states. I got a real sense of accomplishment. But, me, I'm always like, 'Okay, good, this is awesome; now what can I do next...'
How much did these projects impact your first EP release, "The Laww Come'th"?
These projects helped hone in on my lyrical skills and taught me how to promote better. After a two-year hiatus, doing back-to-back deployments to Iraq and Afghanistan, this new project was really a test to see if I still had it in me. I mean, even over there, I was still writing here and there when there was downtime. I was able to record one song while I was in Afghanistan, "Alien," off "The Laww Come'th" EP. I had ordered a microphone because my CO (CWO2 Pampush) heard that I did music and wanted me to create a song for my platoon (Shout out to CEM platoon. CLR-15 (FWD), 10.2). So I did ... I mean, he's an officer; you kind of have to do what an officer tells you. So, late at night, during shop watch, I'd be at our work area, writing, hovered over my tiny Acer (Netbook), on FL Studio, making a beat, plugged up to my USB mic and recording it. Since the "CEM Platoon" song came out so well, I decided to write and record one of the first works that is on the EP now ... a little history behind the music.
How has social media impacted your rise?
Social media has been key to my success! Being able to reach your audience instantly has taken distribution to a whole new level. Twitter has become the new "news channel," and it makes it more personal, too, when its coming directly from an artist. I have definitely capitalized on [social media] as much as I can, especially for new events and projects I'm working on. Letting your friends and fans know is only a tweet away! I think it's with any new media that comes out, one has to work with the times. Imagine how it was before radio came out. How did artists get their music to the masses? I feel it makes the world a little smaller.
How would you classify your sound ... and, major influences?
I consider my sound to be intricate lyricism with catchy hooks over electro-hip-hop beats — heavy drums and snappy snares blended with melodic tunes. Best phrase I can use to describe it is 'foreignly familiar' because what I gather from the audience is that, at first, they don't know it, so they're kind of standoffish, but, by the end of the set, they're dancing and moving their bodies. It's beautiful to see that transition during a show.
My first influence was Busta Rhymes -- just his energy and lyrical cadence; it was just awesome to listen to even without a beat. After "The Coming" (Busta's first solo album), I was real big on his third album — "E.L.E." changed my life. So I started doing research on this man and found Leaders of the New School, which led me to A Tribe Called Quest, which, in actuality, my older brother listened to them along with De La Soul and Fu-Schnickens, but I was rediscovering this music for myself -- which, back then, the beats were simple, so it was mainly about the lyricism, which grew my passion to put words together in rhyming form [laughs]. This opened my mind to Biggie, Pac and the nowadays greats like Jay-Z and Nas. Then Eminem came along with the way he put words together with still being able to create punch lines; it was mind-blowing! Busta made me wanna rap; Eminem made me love rap.
What can your fans looks forward to?
My fans can look forward to more intricate lyricism. I recently did a track with Shirlette Ammons — that's extra hot! My fans can also look forward to having their hands being raised at least three times at one of my shows. I'm working on releasing a music video every month or being featured in one. I'm creating a YouTube Channel along with Toon called The D, which will be a hilarious sketch-action-drama-comedy. I'm also doing two album projects right now: On one, I'm working with my DJ, DJ Shahzad, on the "DURM Trap House MixTape," and there's going to be a bunch of features on that; the second project is top-top-secret (notice 2 "tops!"), but I guarantee the fans will thoroughly enjoy and appreciate that one. I'll be headlining City Plaza in Raleigh mid-June with the best band in like the history of sound, (Rosean, Griffin, Kyle, Chit Nasty and DJ Shahzad -- they liked to be called Lucky Island in the Middle East)! And, at the end of summer, my DURM Hip-Hop Summit is happening again, Aug. 17; we have officially locked down Durham and all of its music venues for a one-day Hip-Hop Festival, and, mark my words, great hip-hop music will blanket Durham that day. So, to make a long story short, the fans can expect A LOT ... I like staying busy [smiling]. Oh, and, lastly, Google me: "The Real Laww" (don't forget the 2 W's). I would say follow this and like that, but if you Google me, hopefully some non-incriminating stuff will pop up [smiling].
We dig it — so we'll cheat and steal one more. Everyone wants to know: What's the deal with "DURM"?
DURM was actually created by Gabe Eng-Goetz, founder of urban clothing line Runaway, which makes perfect sense because no one says the "ha" in Durham. The goal in 30 years is to change Durham to DURM! [laughs] ... working on it. I have been very fortunate to work with this brilliant artist, and I would have to say Gabe has been pivotal in my music career. His artwork, for example, for our posters is amazing and has separated us from other musicians visually. DURM to me is not just an article of clothes or hat; it's a community and people. Runaway, I believe, has captured that in these four simple letters, and I'm just trying to be one of its representatives. So Gabe has definitely impacted my image because when people see and hear me I want them to think DURM, and when they just see DURM I would like them to think of me -- with both working hand in hand. DURM is my home, so it's only fitting that I wear its clothes. And I hope I have made Gabe proud. ...And make sure to be on the look out for the new summer line!
