Tyler The Creator- an artist and talented provocateur, who is better to see once than to talk about him a hundred times. It cannot be described in one word and is difficult to decompose into individual meanings. Unlike anyone else, almost a cartoon character rather than a living person, Tyler is one of bright examples an artist who fits perfectly into the modern entertainment industry. Taking music as his starting point, he built a cult around the OFWGKTA (Odd Future Wolf Gang Kill Them All) brand, becoming something of a multimedia artist/entrepreneur. A phenomenon for which pop culture has not yet accumulated enough prototypes to describe it. Tyler is one of those people who was able to build a business by breaking the rules. He is something of a genius, fitting perfectly into the context of new media, where provocation and humor are valued above all else.
From the outside it seems that Tyler makes money by inventively having fun in public, but what remains behind the scenes? How did Tyler achieve everything? Where do ideas come from and how are they translated into reality? How do you motivate yourself to work in several directions at the same time? How are music albums, clothing releases and a comedy show related? Who works on his team?
HYPEBEAST found the answer to these and other questions by interviewing Tyler Gregory Okonma. We have a translation.
Can we say that everything you do is rooted in music, and activity in other areas: in the fashion industry, on television, in the record business - are accompanying elements of success in music? Or did you initially have some more complex understanding of what you wanted to do?
Yes, I think I have a broader perception. Since childhood, as far as I can remember, my brain works in such a way that one idea always becomes part of something else. My shirt reflects the message of the song, and the lyrics may come from a joke - everything is interconnected. But music is the most important thing.
Can you name the person who helped you move forward and develop in different directions all this time?
Me myself. I remember being 14 years old, drawing on printer paper, then scanning and heat-printing onto basic Pro Club t-shirts. Just to see what happens. I thought it made sense, I kept myself busy and stayed out of trouble. I was always a curious child, I asked a lot of questions and wanted to try everything for myself. This helped me understand everything a little bit and improve a lot in what I was seriously interested in. I grew up watching Adult Swim and Comedy Central, so naturally I dreamed of having my own show on my favorite channels. Everyone I idolized were people from different worlds. Since early childhood, completely different things have inspired me. In eighth grade, I wrote beats, rapped, played in drama club, designed T-shirts, learned to play the drums, and at the same time remained the main clown in the class. As I got older, I learned to set priorities correctly and concentrate on one thing at a time until something worthwhile came out of it.
Can you highlight the people who played a key role in your business? Tell us about them. What are they doing?
My whole team, I can’t single out anyone. The most important thing is that they believe in the idea, quickly understand everything and do it. From the very beginning, my friends helped turn my ideas into reality. They always supported me. My friend Arcee knows how terrible his first experiences with fashion design were at the age of 15-16... but at that time we loved it! And it’s cool that I can trace the influence of the first ideas on what ultimately happened with Golf. Sid, Hoji, the whole gang believed in me from the beginning, man. When I told Earl something like, “Yo, let's make a stupid video about a beat made out of synchronized sounds,” he encouraged me. These dudes were the only people who didn't judge me and just let me be who I am.
What are the most difficult and interesting challenges you have faced while growing your business?
I think the most difficult thing was dealing with other people's indifference. Sometimes it feels like I have so much going on that it might just get lost or fly under the radar. But, apparently, people’s interest in my work does not wane, for which I am very grateful.
What are the similarities between the creative approach to the Golf clothing line and the work on music releases?
Both here and there I do what I like! Right now I'm working on a combination of purple and light blue. I'll work on this more in the coming months, but right now I like the way it looks, so there will be a lot of that in the new season. For me it’s like a “time capsule” - and the album is the same story. My early albums were “time capsules” of the state I was in at that moment, and were made in the style that I liked at the time. And this is the answer to the question why each album is so different. I can say the same about the Golf. I know people who won't like it new collection and vice versa. You just do things that you truly love now, and in the future it’s cool to look back and say “wow, why did we do that?” or “why don’t we do something like this again?” I'm just glad to be in the shoes of a dude who can make cool things that he likes to wear and be surrounded by people who share his tastes. Nowadays it's unfashionable to wear striped T-shirts in bright colors, no one thinks it's cool, but I don't give a damn. But if you like it, I'm glad. And that's my approach to everything. Everything I do, I do for my own pleasure and in accordance with my personal taste.
What do your friends say about your endeavors? Do they say anything other than words of encouragement?
I don't know. I don't stand by when people vilify me behind my back.
Do you want to inspire your friends with your example? Why?
I'm counting on it! This is what the latest album is all about. Be the best, follow your dreams and send away everyone who doesn’t believe in you. It will sound corny, but until you start living like this, I think it will be difficult for you to understand why I say “find your wings” (“find what inspires you” - approximate translation). I surround myself with people who dream and strive for something more. They inspire me to pull myself together and work harder. For example, Clancy (Odd Future's manager) is not a twenty-year-old dude, but a forty-year-old father. He is unlikely to wear clothes with repeating prints and stripes. For people like him, I made a simple basic outfit with a small logo on the left chest. Even if someone is not that deep into the Golf Wang theme, they can still find something they like, simple clothes. People who care about what I do inspire me to move on. I love it when older women wear scarves, so I decided to release a scarf this season just to see how it would look on a mature black lady. Ideas suddenly come to mind, next time I can create, for example, a women's clothing line with Goyard glasses, handbags and suitcases with our cat logo. But everything has its time.
Speaking of Golf, how can you describe your feelings when the first collection hit stores?
I sold the first T-shirts on the website, there were very few of them. Then I started making sweatshirts and button-down shirts, just wanted to see how it would turn out. Now things from that collection are very rare and in great demand. The most searched for shirt with clouds and hoodie with a face
- Hi excellent! Let's first talk about your latest album, Cherry Bomb. The sound here is calmer and more relaxed compared to previous works. Are there any reasons for this?
- Do you think it turned out relaxed? Cool. But I don’t think so at all, so I don’t even know how to answer.
- Okay, but Cherry Bomb is still different from “Wolf” and “Goblin”. How would you describe this evolution?
- Uh-uh... Like the last record is more intense and loud.
- In the track “Deathcamp” you read that “In Search of” (Pharrell Williams’s N.E.R.D. album - Ed.) did more for you than “Illmatic” (Nas’ album, one of the key rap albums of the nineties. - Ed.) ed.). Why Pharrell?
- It’s just the norm to hold up the “Illmatic” vinyl and shout, “My favorite album!” And immediately you’re cool and everything about you is clear - in hip-hop you’re cutting it, that is. I want to make everyone understand that I have different guidelines and therefore the whole system of musical values is somewhat different from the one that most modern hip-hoppers have. Well, I'm really a huge fan of The Neptunes, N.E.R.D. and Pharrell's approach to making music.
- So you don't like where rap music is going now?
- I don't know, man, I don't exclusively listen to rap. If you ask me what my favorite rap album is this year, I'll tell you - mine, of course. Although wait, Action Bronson has another great one - “Mr. Wonderful,” the only rap release that I listened to at all in 2015.
Photo: Julian Berman
- So, you've probably already listened to Earl's and Internet's albums. Do you like it?
- Yes, Internet has a kick-ass album. This is soul music that has been close to me since childhood.
- What's going on with Frank Ocean's album? Is there some kind of sophisticated campaign, if I’m not mistaken, preparing for the release of a new release?
- I haven't heard anything, I won't say anything.
- In general, it’s clear that you are now all unique creative units, nothing is holding you back. I remember before you were often accused of using the word fagot (an offensive way to call a homosexual. - Ed.) in songs, and you justified that it was only swearing. And now you have the biggest statement ever - the recent rainbow collection and the slogan “Golf Pride World Wide”.
- Any hatred towards a person who is different from you in some way sucks. But people are designed that way, they love to hate. I hope they will change, but I’m not going to decide for others. We at OFWGKTA have always loved gays or others social groups. Fortunately, it somehow turned out that my music unites a wide variety of listeners.
- You recently tweeted that you are going to fund music teaching and contemporary art in schools. Why do you think this is so important?
- These are the only subjects that teach you to think freely. But it seems to me that few people want to teach children to think outside the box. It’s easier to implement a traditional system, proven ideas and knowledge. Take these idiotic history lessons, for example. There, teachers do not give any opportunity to figure it out on their own, they do not offer an array that would create an overall picture. They give individual historical events taken out of time and context! Madness.
- Our structure is such that if you really want to know history, go to the university history department, they will tell you everything there. Or do you think that you can add art to schools and universities will not be needed?
- Well, I didn’t need this bullshit, because I immediately knew what I wanted to do. Another four years of hermetic training outside of reality would be a waste of time. If a person knows what he wants, he should immediately strive for it. I think sometimes higher education- this is just an excuse: “Well, I’ll figure it all out later.” Do you know what you want? Follow your goal.
- It seems to everyone that musicians owe us something simply because their lives are public. That we should know everything about them, that it matters. This is so strange. … [to hell] social media. I curse the day I registered there. (Laughs.)
- Two years ago Frank Ocean performed with us. Didn't he tell you anything about Russia?
- No, I didn't say that, but great idea, I’ll call him and ask him what to expect. I am incredibly attracted to your country, and Russian fans have been asking for a concert for the last four years. You are crazy, so it will be cool.
- You recently paid a fan 30 bucks at your concert to eat someone else's vomit. Should Russian fans expect something similar?
- Yes, you are all... [crazy]. So I'm afraid to assume anything.
- Have you heard anything crazy about Russia?
- Well, like you have schoolchildren running across busy highways on a bet after playing enough GTA. I'm not mistaken, is this yours?
- Yeah.
Russian concerts of Tyler, The Creator will be held on August 18 in Moscow at Yotaspace and on August 19 in St. Petersburg at Glavklub.
Tyler Gregory Okonma is a rather controversial figure in the rap movement. Just his pseudonym Tyler, The Creator (Tyler, the Creator) already speaks of a certain pride, a look down on everyone else. Tyler was not a quiet child growing up. He was born in California, Los Angeles, and changed 12 schools in 12 years. Already as a child, he came up with covers for his future albums and created track lists for songs that did not yet exist. When Tyler turned 14, he studied the art of playing the piano on his own.
He is only 22 years old, but he already has three albums to his credit: Bastard, Goblin, Wolf. Now he works with a British independent label, constantly repeating that creativity will always be the main thing for him. At the same time, Tyler is constantly criticized by the public. Once he was accused of homophobia, allegedly he often uses words offensive to gays in an offensive manner. Tyler easily retorted, saying that these words simply had the emotional connotation he needed, and that he personally had no problems with gays. At the same time, he added that if someone suddenly wants to call him a “niger”, then it would not hurt him.
In addition to this scandal, Tyler is often accused of misogyny due to the harsh lyrics of his songs. But guess for yourself how Tyler feels about this. In addition, the rapper is not afraid to enter into conflicts with representatives music industry. The most famous targets of his malevolence are Bruno Mars, Hayley Williams (of Paramore) and rapper B.o.B.
They were told about this by lines in one of the songs
What nonsense, you ask? Listeners consider the main argument in favor of this theory to be lines from the song “I Ain’t Got Time!”, where he reads: “ Next line will have ’em like ‘Whoa’/ I’ve been kissing white boys since 2004" And in the song “Garden Shed” with Estelle, Tyler talks about forbidden love and how hard it is to keep it a secret.
In 2017, this turned out to be enough, and particularly zealous individuals began calling everyone who refused to take these lines seriously as homophobes. Indeed, Tyler has always been famous for his eccentric antics and provocative lines that had nothing to do with reality. So, this could well be either another joke, or the words of the lyrical hero.
However, we cannot exclude the possibility that all this is really true.
What do you think?
The album "Flower Boy" will be released next Friday and features A$AP Rocky, Frank Ocean, Lil Wayne, Estelle, Jaden Smith and others.
Loading...