The Major Labels Are Finally Paying Attention

Could it be that the local music industry is finally taking polarising rapper Kerser seriously?

The Western Sydney MC hasn’t experienced a great deal of love from the wider music community since emerging as an Internet sensation a few years ago. His brutally raw lyrics have covered everything from suburban violence to living in housing commission and, with little to no radio play, Kerser – or ‘King Kers’ as his parochial fans call him – has though, enjoyed a consistent level of success. He has built on that success with his latest release, King, his fourth album.

“Industry-wise I’ve had a few major labels approach me."

The LP topped the local independent chart, the iTunes hip hop chart and the ARIA Urban chart upon its release in November last year and it’s the record Kerser believes has bridged some of the gap between him and mainstream glory.

“Industry-wise I’ve had a few major labels approach me so I must’ve done something right,” the rapper mentions of the feedback he’s received since King dropped.

“I think they’re [the local industry] starting to open their eyes and go, ‘Oh shit, he does it every year’. I’ve done four albums in four years.”

Kerser is excited about the possibility of going major, “as long as I can keep creative control,” but not just for what it could bring himself.

“I’m hoping to start my own label, maybe under a major so I can release [other] artists as well,” he says.

When turning the attention back to the lack of industry appreciation he’s been on the end of, Kerser doesn’t sound bitter even though there was a time it frustrated him.

“Mine and Nebs’ [his producer] plan is ...ten albums in ten years.”

“I’ve gotten used to it now. It used to [bother me] ‘cause I used to see people make… put out an album every three years and then get splashed all over Channel [V] and I’m sitting there doing like, 50 songs or promos throughout the year and it’s kinda like, you know, you’re getting ignored… so it did get frustrating but now it’s at a point where they’re finally noticing. It took more time than others, I think… ‘cause I’m more outspoken and touch on topics that others don’t.”

Kerser is honest, his answers refreshingly unscripted. And he’s nowhere near as aggressive as his music portrays when chatting to him over the phone.

“Mine and Nebs’ [his producer] plan is to go ten for ten. Ten albums in ten years,” he says ambitiously, but without arrogance.

“It’s to stay consistent for one and another [reason] is ‘cause I’ve always got raps running through my head and I’ve also got songs I wanna do… and Nebs loves making beats so it’s like if the material’s there, we may as well release it anyway.”

While he hasn’t quite started work on album number five yet – he prefers to focus on one project at a time and that’s currently his tour, which kicks off very soon – he has a few ideas for what could be on the horizon for the new release.

“I want a female vocalist on a hook and doing some ad-libs and stuff so, I’ve never been in the studio with a female vocalist so it’d be cool to kinda put together a track like that. There’s plenty out there [female artists], I’m mainly looking, not so much on the rap side, but more on the singing side so I’ve just gotta sit down with Nebs and talk about what angle to take on that one.”

What we can also expect in the future from Kerser is for him to stay active on social media. It’s something that’s important to the rapper, who came to prominence via his infamous YouTube rap battles with peer 360 in 2011.

"I’ve never been in the studio with a female vocalist so it’d be cool."

“To any up and coming artist I definitely say work on your Facebook, Instagram, YouTube, even Twitter, even though I’m still getting used to it (laughs). Really try and build your fans through that, keep them entertained… and keep ‘em wanting more.

“I think it’s very important, ‘cause feel radio’s kinda getting irrelevant these days. Most times you jump in people’s cars, they plug their Bluetooth in or they play music off their iPhone.”

With plans for the new album, a successful tour, possibly some festival slots and a potential major label hook-up, 2015 has the makings to be the biggest year of Kerser’s career yet. But the MC is staying grounded and true to himself, reflected perfectly when asked about what his favourite aspect of touring is.

“Nothing beats the feelin’ of stepping on the stage at a sold-out show and having fans singing, word for word, every lyric to a song that you wrote, right in front of you and sharing the moment and the vibe. No drug can beat that high.”