Equiknoxx started as a rap group at Wolmer's Boys' School, then as a sound system, and is presently one of Jamaica's premier music production teams. The group shows that innovation, hard work and determination can take you where you want to be.
TEENage caught up with Equiknoxx and spoke about how they got to where they are, their views on current topics dominating the Jamaican music scene, their advice for upcoming musicians, among other things.

 

 

 

TEENage: What is Equiknoxx?
Equiknoxx: Equiknoxx is a music production group and entertainment powerhouse.
TEENage: Who are the members of the group?
Equiknoxx: Couffee aka Cardinal, Gavin aka Hawk, Bobby aka Blackbird, Brent aka Greybird and two members are abroad now and they are Jimmy aka Toucan and Fearon aka Falcon.
TEENage: We noticed that every song produced by Equiknoxx has a bird sound at the beginning and everybody has a bird nickname.
Equiknoxx: (Laughs) The bird noise is audio branding so that the listeners know that the song is produced by Equiknoxx.
TEENage: When was Equiknoxx founded?
Equiknoxx: In 1999, at Wolmer's Boys. At first we started as a rap group, then a sound system and then eventually went into music production and song-writing.
TEENage: Who are your influences?
Equiknoxx: Timbaland, Swizz Beatz, Kanye West, Jimi Hendrix, RZA, Dr Dre, and Diddy, who is a mover and shaker in the music industry. In Jamaica it's Gussie Clarke, who shows great business ethic, Jerry Digital, Jeremy Harding, Ward 21 and Leftside & Esco.
TEENage: What was a difficulty Equiknoxx faced coming up in the music industry?
Equiknoxx: The biggest difficulty was building our own studio, which we did two years ago.
TEENage: So what kind of studio equipment does Equiknoxx use?
Equiknoxx: Protools, Fruity Loops, drum machine, keyboard.
TEENage: Any instruments?
Equiknoxx: Yes, currently we are working on Jamaica's first live instrumental riddim. It's going to be a one-drop riddim. Look out for that.
TEENage: What are the other current projects Equiknoxx is working on?
Equiknoxx: The main focus right now is on our flagship artiste Lil Joe. He is very versatile as he sings, deejays and raps. You can hear all of this on his mixtape Nah Nuh Mercy. We also did the new Aidonia and Federation mixtape called Bolt Action, which is getting acclaim abroad. Also, look out for the live instrumental riddim we spoke about earlier and our new Juggling riddim, Camera Trick riddim, which will be soon released. Lil Joe, Aidonia, Elephant Man, Chino, Laden, Leftside, Tifa, Charley Blacks, Christopher Martin, D Major, and Mr Peppa are going to be on the Camera Trick riddim.
TEENage: Speaking of Aidonia, Equiknoxx seems to work frequently with him. Where did that link come from?
Equiknoxx: From way back unuh, we used to all go to DJ Stretch studio in Vineyard Town and do demos there. We've done Aidonia songs such as Nowadays Girl, I Like Her, Hundred S**b and Summer Girl, with Christopher Martin, which is supposed to be on the Aidonia album.
TEENage: What would be considered the biggest hit produced by Equiknoxx?
Equiknoxx: Busy Signal's Step Out because it made it on the Billboard charts.
TEENage: Who are the international acts you've worked with?
Equiknoxx: Styles P & BL, Del La Ghetto's track with Mavado called Come Out and See and Bajan singer Shontelle's Drop Di Needle.
TEENage: Any dream artistes you'd wish to work with?
Equiknoxx: Jay-Z, Shabba Ranks, Alicia Keys, Busta Rhymes, Nas, Fabolous , Jr Gong, Andre 3000.
TEENage: How would Equiknoxx's music be classified?
Equiknoxx: Versatile. We can do pop, indie, dancehall, basically all genres, once it can be conceptualised. We never try to listen to what's out there as we always try to come different.
TEENage: How big of a role do you think online marketing has in music today?
Equiknoxx: It's the best bang for the buck as it is cost-efficient and gives easy access to foreign markets. Digital sales also account for most of the music sales today.
TEENage: But wouldn't you say that it's hurting the industry also, especially music sales overall?
Equiknoxx: Yes, the sales are being hurt as the market is being flooded with music online thus the demand is less, but good music is good music and people will always support it. Artistes will now have to rely on traditional means to earn, such as live performances, as the sales continue to decrease.
TEENage: What does Equiknoxx think about the current state of dancehall?
Equiknoxx: If we work together it can take over mainstream and be better but, if not, the music will remain stagnant. People need to drop their ego at the door.
TEENage: What advice does Equiknoxx have for upcoming artistes and producers?
Equiknoxx: Follow your dreams and don't let anyone tell you otherwise. When you are at your lowest you can only go up. Be a leader, not a follower. Understand that it takes hard work and to make it is a challenge. Young artistes especially need to know you have to pay your dues and have a willingness to learn as this industry is not a nine-to-five it is 24/7.
TEENage: Where does each of you see Equiknoxx in the next five years?
Equiknoxx: Couffee: On top of the music game pioneering a new generation of artistes.
Gavin: Doing the music scores for films.
Bobby: As music genres continue to get blurred, we will be leading that new genre.
Brent: More known as a household name and the next upcoming sound will be called Equiknoxx as is to reggae.
TEENage: Gully or Gaza?
Equiknoxx: All laughs!

-- Edited by zjmartian888 on Wednesday 28th of October 2009 02:21:36 AM