As we rounded out our discussion with VERBAL, he took a self-analytical view as to how he’s changed over the last few years. Having traveled the world, the rapper has felt that the number one rule which may come across as cliché is to just “be yourself”. As an artist in Japan, there lies a certain equation which allows for a greater degree of success, “If you do this and know this person and feature this person, even though you don’t like this person… it will sell… there’s so much politics. It’s necessary to a degree but you start losing yourself and your focus.” There were some instances in the past where VERBAL felt that while his business sense was improving at the expense of the musical aspect, something that wasn’t true to VERBAL’s own beliefs. Nevertheless, despite this, the music made by VERBAL and company was still quite popular in the Japanese public. “It’s hard to describe, it’s enjoyable in one sense as I’m gaining this audience”, yet this does require a certain bit of character play since it’s not a true reflection of VERBAL’s personality. It does sort of parlay itself into the equation as something VERBAL has recognized as not purely contrived and that his ability to choose the appropriate personality for the situation at hand is useful in gaining success and understanding the tasks at hand. It was through worldly travels and meeting and working with the likes of Pedro Winter of Ed Banger, Kanye West and Pharrell Williams that VERBAL would develop a true sense of what it means to be yourself. Seeing the way Ed Banger Record’s headman Pedro Winter was able to explore the world, VERBAL adapted this way of business to his own record label, throwing in the towel for any preconceived notion that record execs had to be firmly planted behind a large desk. “There’s no one way to do it [in terms of running a record label and business]… but I felt I had to cater [to people like his parents]”, as his parents often stated that he wouldn’t make money off his music endeavors. In many ways, this led VERBAL to venture down a more commercial and perhaps more Japanese-market friendly route to prove his parents wrong in some ways. Coming back to the argument of being yourself, this self-analysis which has changed his character has undoubtedly created a full-circle personal connection between both business and music. All decisions are now reflective of the rappers own choice, largely irrespective of outside influences; “I don’t really care if I’m speaking all English over a track in Japan… That’s me!!! If they don’t understand, just don’t listen to the track… Before I had to rap all in Japanese… now I just do what I feel like over a beat”. Coming off a highlight with Yeezy giving the man his due props on the TERIYAKI BOYZ (R) most recent drop, perhaps this is an affirmation of VERBAL’s belief that he knows exactly what is best for his own interests.
