Fourth Element
By Kiran Dass, NZ Musician - February/March 2004 (Vol: 11, No: 4)
Ranui. It's not famous for its...erm, well, anything.
But with a small community of hip hop artists quietly beavering away at their craft, maybe this is about to change.
Hip hop duo Fourth Element hail from the West Auckland suburb of Ranui. Opting to quietly do their own thing, they eschew being part of a "scene" that often dictates a prescribed "uniform".
The duo, R'Ma and Factor (Richard Mane and Paul Wells, respectively to their mums) are quietly spoken and genial, yet exude a confidence, which extends to Factor whipping out his own fancy dictaphone to record this interview. Purely for family and friends, mind.
Our meeting is held at the Ponsonby home of Andre Mortimer, one of two CEO's of 833 Records, the new label on which Fourth Element have released their debut album. 'Raw Nu Inventions' also marks the first album release by an artist on the label. Following the label's introductory compilation CD 'West Steez' it's not surprising the title of the album is another word play on the duo's stomping ground.
"We're from West Auckland. It's the place we know the best," explains R'Ma, who, like Factor, rocks up to the interview unassuming in shorts and T-shirt.
833 Records claim 'Raw Nu Inventions' explores such varied musical styles as modern-day hip hop, reggae, abstract, hardcore and commercial. R'Ma and Factor say this is more of a reflection of the duo's musical tastes than a cunning attempt to entice a broader cross section of listeners. "There's a lot of influences in there," confirms Factor.
In a community-based approach, the duo have performed at various shows for Corbans Estate Arts Centre, Waitakere City Council, Sport Waitakere and Waitakere Safer Community Trust, all unpaid. They have played shows at the 2001 Aotearoa Hip Hop Summit, in Hastings and at the Big Day Out in 2002.
Furthering this community spirit, contributors to 'Raw Nu Inventions' include 833 stable mates Sativa Souls, N.D.V.J, Optymus and Rimes of Kritical Methods, pointing to a strong bond between acts on the label.
"For this album we wanted to help display the other artists on the label, but first and foremost ourselves," says R'Ma.
And it's not just local acts that contribute to 'Raw Nu Inventions' either.
Legendary Long Island DJ Johnny Juice, who contributed to the first two Public Enemy albums and Detroit's D.L. Jones who worked on 50 Cent's 'Get Rich or Die Trying' album, and is a member of Dr Dre's production camp, also helped produce the track Communication Via.
So how did a couple of boys from West Auckland get in with these flash guys? You'll find Mark Thomson co-CEO of 833 has friends in high places.
"He's our international hook-up man. We're from little Ranui, you know?" says Factor. The pair worked with the US producers via email.
"We'd basically come up with the concept, come up with the beat and send it over," explains Factor, proving that artists can be a world apart yet on the same wavelength.
"It was fun when we got the verse from them. It was eyes open and 'wow!'" says R'Ma of the buzz that comes with working with such experienced producers.
As for working together, the duo say they appreciate having each other not only to maintain quality control but also to bounce ideas off.
"We're like family, really. We grew up together," says R'Ma. "It's easy," adds Factor simply.
So what inspired them to start making music? "Just hip hop," says R'Ma, helpfully. "You've got a whole book of lyrics and you don't know what to do with them."
Factor agrees, saying he listened to hip hop for years. "Then one day these words kept coming out of my mouth and I was like 'Maybe I can do this', and I decided to keep doing it for fun", he says.
After placing first equal in the Mai FM Rhythm Nation competition, Fourth Element decided to get serious. One thing led to another. In 1999, Fourth Element entered the Mai FM Rhythm Nation competition with a "Hell, why not?" attitude. "We were just like 'Let's record our rough little song and send it in'" , says Factor.
A month or two went by and they forgot about it. Until they heard a snippet of their song on the radio, which Factor says prompted them to wonder, "Are we serious?" They were and they placed first equal in the competition. "It was like, 'If we win, then let's do it. And if we don't, then let's carry on what we're doing'. Because it was fun anyway."
Fourth Element say they were attracted to the fledgling West Auckland 833 label because it enables the artists to maintain quality control over their work.
"We can speak freely, speak our mind. It's just open and I think that's good," says Factor. "We can basically do what we wanna do. The boys just let us go for it. It's cool," adds R'Ma.
The duo also worked collaboratively in writing material for 'Raw Nu Inventions.' What it all came down to was the beat. "You listen to the beat and see how it makes you feel, what part of your life relates to that feeling, and you just write it."
The two came up with verses individually, coming together later to make the verses compatible. And when they take their tracks to the studio, don't expect any improvisation.
"If you wanna go into a studio you wanna have your shit locked. You don't wanna go in fucking around. To me that's just wasting time!" insists R'Ma.
While the guys claim to be grass-roots and down-home, 'Raw Nu Inventions' wasn't exactly recorded on a street corner with a dictaphone. It was in fact recorded on Cubase in a "bedroom studio".
"We just went in there, did what we wanted and then just had a little bit more input from our mates and it just came together," says Factor.
The duo, who say they want to take their music out of the country, have already started work on a second album.
"No matter what criticism or whatever, we're just gonna keep coming out and doing it," says R'Ma.
Displaying a more punk rock attitude, R'Ma says that he respects all the hip hop artists who are finding popularity, but when it comes to where 4th Element fits into the scheme of things...
"Really I don't care where we fit in, but New Zealand hip hop's good eh? I'm down with New Zealand music."
833 Records
833 Records, the label name of Underworld Entertainment Ltd, was established just 18 months ago. Friends, and now co-CEO's, Mark Thomson and Andre Mortimer, say they wanted to provide a positive role model for youth.
Based in Albany, Auckland, 833 have two mobile recording set ups on loan to their artists and are currently building a new mastering studio in Sandringham.
Mortimer and Thomson say the label will produce primarily hip hop and R'n'B music, although they don't intend to restrict their artists.
With already established local labels Dawn Raid and Dirty providing an outlet for the hip hop niche, what is 833's point of difference? Superficially at least it is the label's focus on West Auckland.
"I guess we're not so image conscious. We're not trying to badmouth anybody but we're not trying to fit into what is accepted by the mainstream as to what a hip hopper should look like or what a hip hopper should make in terms of music," explains Thomson.
"It shouldn't matter what you wear. Hip hop isn't about brand names. It's just about expressing yourself," he continues.
Mortimer and Thomson claim they will effectively become a major indie label, with cost effective overheads and 100% artistic freedom for their artists. Their confidence stemming from "... the volume and quality of what the boys are producing" as Mortimer explains.
Both have backgrounds in graphic design and multimedia marketing as well as Thomson contributing as a hip hop writer for some publications. He had a stint in '97/'98 doing design and A&R work for the now defunct hip-hop label Priority Records, a subsidiary of EMI, in their LA and New York offices. This put him in contact with some of the big names that have contributed to Fourth Element's 'Raw Nu Inventions.'
Working through indie labels and distributors at a grassroots level.and with the various American collaborators, 833 Records aim to push their work internationally - on an underground scale.
Mortimer says they also aim to initiate community projects and develop unrecognised talent.
While there is a strong emphasis on West Auckland artists, hence the 'West Steez' compilation featuring Fourth Element and Sativa Souls, the label will accept demos from any hip hop artist.
Fourth Element is the first act to release an album on the label - they expect to sell anywhere from 2-5000 copies. "But I shouldn't really cap that!" says Thomson.
When looking for artists to sign, Thomson says energy and clear, well-spoken voice are important.
And if there's any truth in Thomson's words, you can expect any product on 833 to have integrity and be true to the artist's creative vision.
"We're not concerned with making pop music. We're not concerned with making the next generic hip hop group."
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