Spontaneity is being present in the present
monomania with the music
Why is there no movie critics who rep for the urban community?
All these thoughts race through my mind. So much to do in so little time
Who’s got the juice?
Toronto-based rapper Rochester (aka Juice) is no stranger to big stages and shining lights, having supported a slew of A-list urban music talents on tour - including Chris Brown, Kanye West, Snoop Dogg and Nas - based on the strength of his live concert set. Others in the street fashion scene might recall him being featured in successful national ad campaigns for Nike and Athletes World which further solidified how he earned his nickname. This fall 2016, Rochester gets set to release his forthcoming EP Cowabunga, by far his most anticipated and ambitious release to date.
While urban music from the 6 (aka Toronto) has been busy capturing headlines on the global music stage, a select few skilled emcee’s like Rochester have been taking note, strategically building up their musical ammo, sitting by and waiting patiently for their time to shine and further boost their city.
The debut street single “Boost” featuring Hooks, produced by buzzing producer Dzy (Dej Loaf, Kevin Gates, Little Simz, $ha) is a timely, catchy, pro-woman club anthem that wittily dissects how youth can fall victim to false body image norms that are further magnified by social media. Based on street and online buzz and demand, the single has already peaked at number six on Apple Music’s “Hot Up in the Six” chart right below Drake, Torey Lanez and Roy Woods. “Boost is about giving women confidence,” says Rochester. “I got the idea from scrolling through Instagram and seeing all these women who looked flawless in their photos. I really admire people who are dedicated and disciplined enough to stay fit and work hard to keep it that way. But I thought instead of talking about the models that are already established, why not make an ode to the beautiful women who don’t even know how beautiful they really are. The ones who have the potential to be a model (if they wanted) but just need a “boost" of confidence to help them get there.”
Cowabunga will also see Rochester reconnect with Grammy winning producer Boi 1da (Drake, Kendrick Lamar, Rihanna) on forthcoming single “Grateful”, after experiencing much success on their last collaboration “Pull Up”, a hugely popular song that received some much warranted remix treatment featuring rap icon Kardinal Offishall and Grammy Award nominee Fito Blanko among others.
The one word that often gets mentioned in any casual conversation about Rochester’s recorded music and live concert set is versatility. And that’s intentional. While some emcee’s might only be comfortable staying in one specific rap lane, Rochester is a master of many rap flows and styles, all of which is reflected in the diversity of sounds on Cowabunga. “My EP and live show is a roller coaster ride of different genres and emotions within hip hop that every generation of the art form can enjoy,” explains Rochester. “From old school and nostalgic sounds, to trap heavy bass lines and drum patterns, mixed with an energetic flow and unmistakable word play…its clear, hard hitting and all from the heart.”