Being an underground emcee in an increasingly commercialized hip hop scene is incredibly difficult - even more so if you are an underground emcee from St. Paul, Minnesota (not exactly a hip hop mecca). But Minnesota's Atmosphere is hoping to end all of hip hop's coastal nonsense. This Sat-urday, they will roll through Austin on the God Loves Ugly Tour 2002, in support of the recently released album of the same name. For Atmosphere emcee Slug, the life of an underground rhyme technician and record label co-owner can be hectic, and more than a little overwhelming, but definitely worth it.
For those not clued-in to the Minnesotan hip hop scene (yes, Minnesota does have a hip hop scene), it all revolves around newly formed Rhymesayers Entertainment. Officially founded a little over a year ago by Slug, as well as Atmosphere producer Ant, and fellow St. Paul rappers Siddiq and Musab, Rhymesayers has quickly expanded its roster, which includes fellow North-ern sensations Eyedea & Abilities, to include twelve artists.
The making of a hot underground record is a testament to will power, dedication and more than a little pocket change. Even though Atmosphere has garnered some attention since their 1997 debut, Overcast, the process of making God Loves Ugly was still primarily a self-funded effort.
"We put up all the money, made the album, and then after it was done, Fat Beats wanted to license it from us," Slug said. "But when we were mixing it, we were still doing it with the same idea."
The idea of creating "real hip hop for real hip hop fans" has spawned four incredible albums, most recently culminating in the release of 2002's Ugly. The evolution between albums is one of personal, and artistic, development. The lyricism of Ugly certainly reflects that growth.
"I think that now when I write it's a better indication of what I'm like as a person. Whereas, back on Overcast I was trying to be a dope rapper," Slug said. "Now I don't really care about being dope. I would rather people be able to see what my personality is like."
That sentiment has led some critics to refer to Slug's deeply personal, relationship-inspired rhymes as "emo-rap." But as for the labels, Slug could care less. "I understand that people like to label things, so they can explain to people that don't know nothing about it," Slug said. "So I don't really get mad about the labels, but I wouldn't necessarily use that label on an emcee." Labels or not, Slug's approach to rhyme writing is definitely far from ordinary. "You're influenced by whatever it is you're dealing with," Slug said. And if God Loves Ugly is any indication, Slug seems to be dealing with a lot.
Having already completed a college-centric tour earlier this year (including a stop in Austin for SXSW), Atmosphere decided to take this opportunity to address a different crowd. "This [tour] is a little more aimed at real cities," Slug said. The difference between a college crowd and "real city" crowd is more than clear to the emcee.
"They're a little more aggressive, not just a bunch of pot-heads."
It's been a welcome surprise for the entire group, whose listeners are primarily college-aged and primarily white, that the turn out for God Loves Ugly 2002 has been so large. "The crowds are crazy," according to Slug, "definitely more people than what we were expecting." All this can be a bit much for an underground emcee performing art solely for art's sake. "It's also kind of intimidating. I don't think we really ever had an idea that it was going to get like this. I'm gonna have a nervous fucking breakdown. But it's good for Rhymesayers for sure."
Once complete with their hectic touring schedule, Atmosphere will return to St. Paul to begin work on the follow-up to God Loves Ugly. "We tour to the end of November, and then I'll go home and finish of my new record." Of the new work, Slug said, "[i]t's a step away from [God Loves Ugly]. It's a little less angry."
As for Rhymesayers Enter-tainment, expect new releases soon from Blueprint and turntable genius RJD2, as well as fellow Minnesotan, Brother Ali. Both Blueprint and Ali will stop by Austin with Atmos-phere on Saturday. Despite the hectic nature of life on the road, Slug and the rest of Atmosphere will definitely be ready to rock at Emo's this weekend.
Atmosphere will be performing at Emo's Saturday night along with Murs and Brother Ali. Doors open at 8 p.m.
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