Desi Hits! Exclusive Interview: Nivla

Who says rappers are all thugs? Desi Hits! got a chance to hit up Soul Tap Recording artist, Nivla, in the wake of his first album release, 'Child of God,' and we figured out pretty fast that the name of the album suits him. By the music industry's standards, Nivla is a pretty conscientious guy - while still managing to floor us with club records like "Kinda Girl I Like." Nivla pretty much exposed himself as a good Indian boy with a rapper's exterior. In our exclusive interview, he sardonically apologized for not "Ballllinnnn" and revealed that, unlike most mainstream rappers, he's not about to rhyme about immense wealth (even if he had it) or ever call a woman a "bitch" or a "ho" in his records. Check out the interview and read Nivla's thoughts on making it as a Desi rapper in America, breaking into a Bollywood movie, and, of course, the kind of girls he likes.
"Child of God" is finally out, and the diversity of tracks is pretty crazy. The first thing I heard from this album was 'Kinda Girl I Like,' so I thought most of the album would be that way. But when I listened to the lyrics of 'Never Love Again'I heard a totally diff person. What are some of the deeper issues you take on in 'Child of God?' Yeah...In the music you gotta have your formula hits which capture peoples ears. But once you got their ears you really gotta make them think! I love making club music. It's a great feeling having people dance to your songs in the club or tell you how much they love the song. BUT you also gotta balance it off with a certain amount of conscious music. You gotta make people think about things. "Child of God" touches a lot of topics, from love, culture, politics, the current state of hip hop, you name it. I guarantee that if any person listens to my songs whole-heartedly, they will realize I left a piece of me on that record.

Do you think it's harder for South Asian artists to make it? Which other Desi artists do you think should already have gone mainstream? Mainstream Hip Hop is the hardest thing for a South Asian to make it in, in AMERICA...and especially in NEW YORK. Here we are the most judgmental because we are at a point where a lot of New Yorkers are told that we no longer hold the "crown" and the South took it over. Whatever the case is, when you got a dude coming out of NY, everybody is like, "yo he better come correct cuz he reppin NYC" or "yooo..he aint good enuff to bring NY back." It's a tough game, but I love every part of it. I've been to showcases that are straight up mainstream, and after watching countless acts, there is nothing they can do, that I can't. If not as well as them, a lot better. I think right now, Jay Sean may have had the best chance to go mainstream, so I wouldn't be surprised hearing him on the radio one day. He's been quiet for a minute though, so I don't know where his head is at right now. He may not give a damn about mainstream cuz he still eating off paper he made among South Asians.

When are we going to see a music video, and for which single? We are working on getting those plans together soon. We are debating which single to do a song with, but I'm thinking before 2007 is up, you'll be getting a video from the Soul Tap Camp.

'Kinda Girl I Like' is probably the most hyped record on the album, and in it you say "chick from the motherland now that'd be nice, but I'm a rapper I guess she won't look at me twice." Has this really been your experience with Desi girls? Okay. Let's picture this scenario. You and I have been dating for 3 years now. We both are at that age where marriage starts getting brought up. By 24, let's just say, you are either a doctor already, or doing some financial thing which is paying you well (most Desi girls). And me...well I'm in the entertainment industry. I'm pursuing music but right now it's not paying me well. After your parents spent tons of money on you getting through school, and you got a successful career in front of you, you are gonna bring me home and tell your dad "Well, yeah....he's a rapper daddy, but he's soo nice". How far you think that would fly?? Now we can all come and say the cliche things like "Noo I wouldn't do that....I don't care about a guy's profession" or "I'm gonna do what makes me happy." You're right. You may be happy. But will ya parents? And whose side you gonna take at the end of the day? Mine or ya parents? It gets complex! It's easy for Desi girls who are a lot younger to say they wouldn't care, but once they hit that age where their parents are talking marriage, their whole perception will change up! Now, ladies. Please don't get me twisted. I love all my Desi girls and I'm so proud that so many are successful by such a young age. And I know there are a lot who will ride with their man till the end no matter what. But with those that will ride with their man, there are a lot more who will be like "Okayy...this rapping this is cute and all....but give it up and make some money...or I'm out." Real talk! Yeah...you can def say it's based on experience - you live and you learn.... If there is a girl who really does not care about a man profession, and will love him regardless....mad respect! You need to holla at ya boy! haha.

Soul Tap Records is your own label - what was it like putting out your first album all on your own? Yes. It was actually founded by my partner Raj Makhija & his brother Ravi (collectively RVM Sounds), but I hopped on as a partner later on. It's a crazyyy experience. Everything is baby steps yo. When we first picked up the physical albums we were like "Damnn....this is it right here.....2 years of recording, mixing, mastering, driving all over the city for studios, pulling late nighters,.....it all comes down to this." Its an amazing experience, and I wouldn't trade it for nothing. I'm handling my other jobs cuz I HAVE TO....but once I'm able to live off this even the least bit...IM OUTTTTT from the other work world!

Are you reluctant to put out club records about women and money? Do you think it's necessary to do that? I'm not reluctant to make records about women. I love women! Why wouldn't I make records about them? However, of course I try to keep it at a tasteful level. There are the few songs where I can get raunchy, but its all in fun. Never will I call a girl a "Bitch" or a "HO" on a record. Or shoot a video where I got some chick putting her a$$ all up in the camera. That's not me. Keep it sexy, but tasteful. I think a woman is a lot sexier in a video when she's wearing some sexy but classy clothing, instead of a chick practically naked on the screen. Records about money? Sorry, but I ain't "Ballinnnnnn." I make a modest living and I get by. Even if I made millions, I'd use that energy in buying wifey the finer things rather than talk about all the things I got.

Album's called 'Child of God,' so does religion play a big part in your music? Religion doesn't play a huge part in this particular album musically, but it plays a large role in my life. I try to remain a spiritual person. And I try to keep God in my life in all ways possible, and at the end of the day I am a "Child of God." There is one song called "I Pray," which I would consider spiritual. It's basically a conversation I am having with God and the things affecting my life. I'm questioning my past as well as the things going on in the world. You'll also see this: "MK 11:22-25" in my artwork. What that is, is a verse from the Bible which says that through God all things are possible. I strongly believe that. Noww I know some haters will be like "Who does he think he is...he's a hypocrite for making songs like he does then turning around trying to preach." I am not here to preach, I am here to tell you about MY life and how MY relationship is with God. It is not meant to be taken as a religious album. It has a universal meaning. Regardless of what religion, race or creed, many of us believe we are Children of God.

Are you ever going to be rapping in Hindi? (How would that even sound?) Well you know what. If you can teach me Hindi, I'll start rapping in it. Deal? HAHA. I speak Malayalam, so you'll hear me slip a sentence or two of Malayalam in my verses. I definitely wanna learn Hindi though. I was thinking about copping one of those Language CD's in Hindi and start practicing. Ya never know, on top of music, I wouldn't mind acting like a mobster in one of those Bollywood Movies! Thatd be Hot! As far as rapping it....I think I betta stick to English.

Nivla Bio

Nivla was born and raised just north of New York City, the undisputed hip-hop capital of the world. Growing up in the shadows of groundbreaking American music, Nivla started rapping and beat-boxing at an early age. He honed his skills as an MC studying pioneers of the game such as De La Soul, LL Cool J, and A Tribe Called Quest, but soon developed his own unique style. Upon first listen it's obvious that his flow and lyrics are strong enough to challenge any rapper, east or west. Nivla cites his major influences as Jay-Z, Nas, Kanye West, The Fugees, 2Pac, and Biggie. And like all of those artists, he keeps it real - his songs are true to who he is, and true to where he's been. As he prepares his debut album for a Fall 2006 release on Soul Tap Records, Nivla is currently enjoying the promotional success of "Be Easy (Koi Naa)", a fresh South Asian style hip-hop track over the "Rah-Rah" riddim that combines his assertive rap vocals over fervent Punjabi singing, and "Never Love Again (Ek Tarana)" performed to the "Drop Leaf" riddim, where Nivla weaves an intricate tale of love and angst over a heartfelt Hindi chorus. Later this Summer, Nike will use "Be Easy" in stores and on ads world-wide, as well as on Nike.com, to promote their brand. Nivla is also featured in the August 2006 issue of XXL Magazine, one of the largest and most respected Hip-Hop trades in the World. This year holds great promise for Nivla. With aspirations to conquer not only the independent, but the major U.S. market, Nivla will prove that he is up to the task.