Seven Aurelius Interview 2007

What inspired you to step out of your usual role of producer, and start working as an artist on a full length album ?

It is important to remember that even the universe wants to expand. In addition everything phases. The first part of my carer I saw a great deal of success early, I had more number 1 records in my first year than Dr. Dre, Timberland, Kanye or Pharrell did in their first years on the scene. Irv and I were killing the game, holding down the number 1, 2, 3 and 5 spot on the pop charts for like 18 weeks. And because it happened to me like it did, I had to recharge so I got a mansion in Miami. While I was in Miami, Lenny Kravitz was my neighbor, we became good friends. One night me, Lionel Richie and Lenny Kravitz were all sitting in my studio/living room and in walks his then girlfriend Nicole Kidman. The 'movie' I was living in Miami, was incredible, so during the time no one heard a lot from me and Irv. I was on hiatus, I was experiencing the most incredible movie in Miami. I also saw 'the rock star movie' hanging with Lenny. It was different from the movie I was living in L.A. and New York with Hip Hop. This was very appealing to me but I would still keep that Hip Hop energy and mix that up into a style that was mine. A Sev/flow so to speak. I needed to nurture my spirit during this time, so I began to study Kabbalah with a teacher in Miami. That was the last piece to the puzzle that I needed to start the next phase of my journey and career; stepping out as the artist. I had a vision much like the one I saw my name would be in, and it was revealed that everything I had accomplished to that point, was all a rehearsal for my time as an artist; and that the world would understand and accept me first the way that it came. But also I knew that there was only one person who could successfully introduce me to the world as an artist, and it was the same one who broke me to the world as a hit- making producer...IRV GOTTI!

Tell us about your album 'Channel 7'. Why did you choose that as your album title?

I don't feel its the right time to reveal every aspect of the album and title. and i don't want to put any boundaries on the minds of those who are interested or taint anyone's vision of what it may mean to them. just let it unravel like a good mystery should.

As we already know, 'V' and Rule have been working with you on the album. Who else have you been working with in terms of artists and producers?

F or this project irv is the only other producer. but the records i have with v & rule i feel are my best records ever. ja & v are in rare form. as far as other artist... i have a few surprises i feel are "major event" moments on channel 7. for example a record called "3007". you do the math.

You seem to be a very intellectual and spiritual person. Can we expect to hear any sort of message or concept? In other words is there any desired effect you would want, after someone has finished listening to Channel 7?

The "effect" from channel 7 is the "cause". separately...every record i've ever made has
been a rehearsal for this album. (bli an hara) so expect the unexpected, but know its gonna be crazy.

I've been hearing that a lot of your records are serious problems, and will make a lot of noise next year. Any particular record that you think will have the people just stop and say '....WOW, that's amazing!'?

"m.a.k.e.l.o.v.e.t.o.m.e " and "hello"

When do you plan to release the first single, and more importantly the date of the album?

singles 1.17.07 / album 7.7.07

Will this be the first of many instalments in 7's artist discography, or is this just a one off project you wanted to do?

i have over 1200 hours of unreleased music. and i am ultra inspired by the new year. look for new music on my band black madonna within the year . without giving too much away, there are 3 channel 7 albums that all go together like the harry potter & spider man franchises . the next installement of the channel 7 albums will be summer 2008.

Ashanti has stated that Irv will not play the role of executive producer on her upcoming album, and that she will have the optimum level of creative freedom. Is that the case with your project also, or will Irv have his input?

Optimum freedom requires optimum restriction. otherwise you stand the chance of fragmenting into nothing. irv is the gravity to my creative environment. anyone who's ever worked with irv gotti knows his role is priceless. his role in channel 7 is absolute.

Speaking of Irv, we're all glad to hear you have worked out your differences, and again back to making that platinum sound with The Inc. What made you decide to rekindle that relationship and come back to the label?

Its all a process

During those years when you and Irv were really dominating the charts, it was still rare of you to come out publicly and indulge in the fame and hype. Howcome you decided to remain in relatively in the background throughout those years?

Too much circulation makes the price go down. growing up watching the greats like michael, prince, madonna or even looking back to the beetles, you didn't see them 'everywhere' 'all the time', but when you did see them it was an event.

Outside of your project, who have you been working with?

A new girl group from detroit. shouts too ashley joi who is on ja rules new banger "free" and stephanie who is on ja's record with the game "sunset" which is another smash.and i really am feeling lloyd. he is a real talent. i want to work more with that brother. he's another channel. as far as making records for other artists outside the fam, its pretty much no longer something that i am interested in.

How do you approach making a record from a producer's point of view and an artist's point of view? How do they differ and which do you find more enjoyable?

Everything works the same way. just different mindsets & perspectives.

'The Death and Rebirth of Music' is what reads on your myspace. It sounds very similar to Nase's 'Hip Hop is Dead'. Do you share the same sentiments in regards to the current state of the music industry?

Music is cleaning itself. by stating "the death & rebirth of music ...which one are you a part of? ....time will tell." i am letting those who wanna know to prepare for change. the worst is now behind us. death is but a doorway 2 the next level of life. so now... its time 2 celebrate.

It seems people are increasingly willing to sell their souls these days, and conform to the machine that manipulates and monopolizes. Do you think in this time of promotional stunts and exploitation of the stereotype; that true artistic ability and essentially great music, can once again re-capture the hearts and minds of the people?

Yes. but it has to be authentic. people can sense when it's not. the audience now is much more savvy.

Once again 7, thanks so much for your time and thoughts, it is much appreciated. Are there any last words you have for the people before we wrap
this up?

Brace yourself. The Inc is Back.