Serius Jones interview on streetcred.com

Up and coming artists work hard everyday to build up that buzz they crave and need to get to the next level. Nine times of out ten that next level is the major label willing to invest into your career and blow you up...taking you to that next level.

About a year and a half ago, Serius Jones had some crazy buzz. He was smashing cats everywhere on the battle scene, appearing on countless Hip-Hop websites and DVDs, he was everywhere. The majors caught wind of his grind and Ludacris' Disturbin' Tha Peace label signed him.

Yeah well Serius isn't at DTP anymore...and he wants to tell you why! Read on as Serius sounds off on Luda, DTP, street battles, the business of the music and more.

Serius on the music business:

"...the business of selling music not the business of happy to be around other superstars."

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Quinton Hatfield: Last year you had a heavy buzz in the streets which lead you to a deal with DTP/Def Jam. It was supposed to take you to a higher level, but a lot of people want to know what happened with that situation?

Serius Jones: It really wasn't the right place as far as me being affiliated with that label. They had a lot going on prior to me coming to that label and a lot of acts. It puts a strain on you as an individual artist when you got a big buzz popping yourself and now you comin' under an umbrella and the umbrella is slow to put out 13 acts. I had to look for a better situation in my career instead of lingering around while somebody else is moving.

Q: Were you thinking that signing to DTP/Def Jam was a good move for you when you first got on?

SJ: I'll never say something was perfect, but I definitely thought it was the right move which is why I did it. You live and you learn. I wound up getting a lot of money out of that deal. It’s not the reason I signed there, but I wouldn't think that someone would put that much money into an artist deal. Then again I had a big name in the streets. It was really a situation where I became confused and baffled. Instead of sitting around being mad at someone else what real n*ggas do is get back in the streets and get back on the grind.

Q: You know DTP have/had a lot of artists. Chingy just came back, they let go Bobby Valentino, they got Playaz Circle, I’m not sure if they dropped Shawnna or not, but they got a lot of acts. Do you think one of the main problems was them having too many acts?

SJ: They will tell you I wanted out. It’s in the labels best interest to make it look like that’s how it went down. I had been said “alright this is a wrap.” It's your job as the president or CEO of the label to say “I think this guy right here is a star, his sh*t is poppin already, all we need to do is these videos, these singles, we’ll pay for these beats, let’s make sure he’s at the Grammy’s with us.” People start getting confused like "Damn, is he a big deal, or is he just like these other motherf*ckers sitting around on they label?" I’m definitely not that [laughs].

Q: So what was the relationship like with Ludacris on a personal and business level?

SJ: Luda was always cool when I dealt with him. We was chillin, I was in his house recording, making classic records. It was always a good relationship that we had, but I'm not into it to be friends. I'm into it to progress and get to the next level.

Q: It’s called the music business for a reason!

SJ: Yes sir, the business of selling music not the business of happy to be around other superstars.

Q: DTP sign you but what other labels were looking at picking you up?

SJ: Every single label you can think of. I had meetings with all these people. There was a lot of speculation as to whether or not DTP was the best decision at the time. DTP was a grassroots label, they understood what it took to win from a ground level up, but understanding what it takes and doing what it takes is two different things. I’m about action and if I fail it ain’t nobody’s fault, but mine. I put my destiny in my own f*ckin hands.

Q: You have obviously gone through the situation now with signing under a superstar artist. What advice would you give to street cats coming up if they are presented with the opportunity to sign under a superstar?

SJ: My advice to them n*ggas is do it yourself man. Most of these artists, they do not want the shine going away from them, they think that is not a good look for them. It’s a good look for me, because as a businessman you get more respect when you get an artist that shines more than you. A lot of people though they don’t really want that.

Q: So do you feel like it’s an ego thing when a superstar artist won’t let another outshine them, because they feel like somebody taking over their sh*t?

SJ: It could be or maybe it could a business thing. Maybe they feel like it’s bad for they own careers, I don’t know what it is. All I know is that it ain’t for me. I’m not that type of dude. If my man is nice and he shining and he’s on the same team that’s what makes me a smarter artist. It shows that I can put top level talent around me. If we got the same goals and ideas it’s a great thing.

Q: What is the most difficult thing about rebuilding your huge street buzz?

SJ: Well for me it’s a beautiful thing, because my buzz ain’t die and n*ggas still see me in the streets. A lot of n*ggas is just now finding out that I had a deal, they see me in the streets and congratulate me. The dope thing about that is that my presence in the streets, battles, is still legendary. It’s real classic and I was going in. I’m reaching out to my fans everyday online, my buzz is getting strong overseas. I was in some of the top magazines in Germany, France, and Italy. The biggest thing is to get the DJ’s to rock with you. That’s the big thing when signed to a 50, Jay, Luda all these big names at it causes the awareness to be higher. It causes people to f*ck with you just off the strength. Me, I always get everything the hard way, because when I get it I cherish it.

Q: So are you done with the whole battle situation?

SJ: Hell yeah unless somebody got some major crazy guap! What more can I accomplish with that?

Q: The streets would love to see a Murda Mook and Serius Jones part 2!

SJ: Why would I do that? Murda Mook still don’t got a deal. Murda Mook is probably somewhere in Harlem rehearsing with his little homey’s tryna battle somebody else. I did that because that was an internationally distributed DVD. That was a promotional tool, because I knew n*ggas in every hood was gonna be talking about me by doing that. That wasn’t even for no money that was a charity fight for the streets. That sh*t is free promotion, that’s what I be doing it for. I go in, but at the end of the day I got crazy records...that guys trash.

Q: The streets would love a part 2 though, because keeping it real it was a classic!

SJ: Yeah, it was a classic. Every battle that I had was a classic. I got way more battles that’s crazy that you probably not even seen yet. I bodied like 13 n*ggas in a row that year.

Q: I heard you got a new mixtape with DJ Blazita, what’s good with that?

SJ: She’s up-coming and definitely doing her thing. We got together so I can have more music circulating in the streets. She’s heavy in the clubs, mixtapes, all that. My new project is also coming “Serius Bizness” and every song is gonna have a video. On every album you supposed to have like 5, 6 videos. Nowadays they only give you one video, maybe two. Look forward to “Serius Bizness” at the end of September.

Q: So I see Serius Jones is about serious business [laughs].

SJ: What would I be if I had a name like that and fell off completely [laughs]. Nah bro you gotta live up to that sh*t.