Firstly congratulations on your phenomenal crossover success with your hit single ‘Show Dem’, and your all round success on your sophomore album ‘ColourFULL’.

1. I could ask you how the track Show Dem came along but by now we all know the answer to that question. I would like to know how you make the circle bigger?

I make the circle bigger through re-invention, working hard and smart. I incorporate innovation in everything I do. Planning is very important; I go out there and search for the perfect music, the most appropriate music for the people, and keeping my ear to the ground so I stay relevant to my audience.

2. Because of Show Dem, you’ve certainly expanded your reach in terms of penetrating a new audience that was previously foreign to you, thus increasing your fan base. How have you taken advantage this?

Definitely. People are now warming up to JR now and they know who I am. I am receiving a lot of support in terms of the ventures I am working on, my music now has reached so many people, and I am breaking boundaries and barriers with regards to the artists I am collaborating with. So yeah, I haven’t sat and watched but I am actively going out there in search of new and innovative ways to cement my brand and command a place within the industry.

3. The crossover success for Show Dem is often compared to ‘Nkalakhatha by Mandoza’. What’s your take on this?

The crossover thing is quite similar where you can say “Nkalakhatha” can be seen as yesterday’s “Show Dem”, but the difference is “Show Dem” has taken that crossover appeal to another level and direction. Show Dem is reaching people across the nation and expanding its reach to other corners of the globe as well. People see potential in the track, and it fits in almost every aspect of everyday life now. It’s a great feeling.

4. People say that your album has received as much attention as it has solely because of Show Dem’s success, your response?

Of course! That’s the duty of a single. That’s why the track was taken to radio in the first place, to draw attention to the album and boost the sales of the album. Show Dem is doing exactly what it’s supposed to do. This album is different from my first in the sense that I am venturing into markets that I hadn’t explored before. And the track has boosted my fan base, and reached the markets I wanted it to reach. I’m happy.

5. On your album ‘ColourFULL’, soulful yet versatile. How have you evolved from your debut album ‘Main Event’?

With “The Main Event” I was looking to make a statement and create my mark within the industry. I was saying, “hey, I am JR and I am here”. With “ColourFULL”, it’s more about building my brand. I want people to see music in a different light as well. I also explored a lot more with the sound and did the kind of music I wanted to hear but couldn’t because it hadn’t been done. “ColourFULL” is what I want my music to sound like.

6. What was the inspiration behind this album and who or what influenced it. (Has where you’re from and your theatrical background had any impact?)

Before doing this album I went out and listened to a lot of music across a lot of genres. I listened to old school jams, smooth R&B, I listened to the vintage Kalawa Jazmee tunes, the Main Ingredient, and so on. I incorporated a lot of elements to get that needed variety and diversity. And my theatrical background gave direction to the way I wanted to present the music and myself. “ColourFULL” is a show, it can be seen as a stage act. I made the album with a vision; from the videos, to the performances, to my appearances. I also incorporated my learned experiences from being in the industry. If you see my performances you would see that there is order and thinking behind it.

7. What do you hope to communicate through your music?

Have fun; learn about your heritage and other cultures.

8. The quote that defines you is: ‘before I’m a rapper I’m a musician’ While your music is officially categorized as Motswako, your statement suggests otherwise. In what genre would you classify your music, if any at all?

Motswako generally means a mixture. I don’t classify myself as any kind of rapper though. I want to teach people about our culture and experiences so I bring in as many languages as possible. I use the languages I know to also give my music a broader appeal and relevance. In terms of genre, my music is based on rap that is “rhythm and poetry”. I articulate my experiences over the music that speaks to me using my spoken words as the mechanism. I’m just putting rhymes and lyrics onto any kind of music that speaks to me.

9. Your holistic approach to music has veered you in a new direction. Apparently you’re recording a House album with DJ Thulani the Warrior, what’s that about.

The album is actually Thee Gobbz’s album. DJ Thulani is compiling the music. I am helping Gobbz with the A&R and doing the music supervision to make sure that the album is hot and on par with, if not better than, the best house albums ever released.

10. On that tip, you recently recorded a song with overnight sensation Jack Parrow, when can we expect to hear.

The track is called “Ek Wens Jy Was Myne” and you can get it on Jack Parow’s self-titled album.

11. You guys are from different worlds, how did this collabo come about and what is your relationship with him.

I have worked with Die Heuwels Fantasies before, and coincidently they were doing a track with Jack Parow. I am forever looking to reinvent myself so I thought it would be a good idea to work with him because we are both bringing something new and fresh into the industry. Our music is licensed to the same company, Electromode, so I went down to Cape Town and the magic happened in the studio. We have a great relationship and we are looking to do a lot in the industry.

12. You’ve shared the stage with many international artists such as Keri Hilson, John legend, T-Pain and most recently Neyo. How do you think South African artists compare in the global arena?

South African artists are great, period. We are on par with the international artists. The problem is the standards are different. When international artists are brought down to SA, they are given the best lighting, staging, sound etc. because that is their industry standard. The artists and the fans are taken seriously over there. Once we start doing the same to our artists then we will grow. Even the names we local artists are given have negative connotations; we are the “opening acts” meaning we aren’t on the same level. The treatment we are given as well drastically differs from that given to international artists. Once all these issues are addressed, SA artists will dominate, or at least compete, in the global scene.

13. Do you think rhyming in vernac could hinder the international growth of SA Hip Hop and possibly yours as well?

I believe it actually exposes the world to our culture and it gives us an advantage. People out there want to get the South African experience and learn new languages, they want to learn about us and language draws them towards us. I am doing a European tour in July so I would say that vernac is doing well for me.

14. I’m sure you have ambitions to conquer the global markets; do you have any future plans or projects that will steer you internationally?

I do have a lot coming in the pipeline. There is the European Tour coming in July where I will be rocking Stockholm (Sweden), Oslo (Norway), Paris (France), and London (England). I don’t want to say much but look out for the collaborations that I will be doing with some international artist, and I will be working with an artist from Nigeria as well. Wait and see.

15. At the tender age of 23, you are remarkably accomplished but that doesn’t slow you down, you recently started your own record label ‘Feel Good Music’ that you are signed to. What are your plans for this endeavour and what other artists are signed to this label?

“Feel Good Music” is a record company that solely releases music. It’s still pretty much a young company with a bright future as we are working on a lot of future endeavours. At the moment I can say we will be releasing My Boba in the near future.

16. So you have just 4 years in the industry but you have often been heard saying that you want to retire already, why?

When I came I got into the industry, I had a 5-year plan and that plan is ending in 2011. When the time comes I want to focus on ‘Feel Good Music’ and all my other businesses. I don’t want to change my plan so when the time comes I will call it quits, since I know what I have wanted to do 5 years ago.

17. What alternative ventures are you pursuing after this happens. (Business wise)

Where do I start? I got the ColourFULL brand that I am looking to grow into something big in the coming years. I am also working closely with Kas’Lam, which is a youth marketing and brand activation company. I also have my own publishing company, Motswakotainment, which needs my attention. My sneaker with Loxion Kulca is coming out soon as well. And I have just started my own media company. The rest will be revealed in good time…

18. Okay on a lighter note, Millionaires in South African Hip Hop, do they exist or are they a myth?

I think Slikour and HHP are millionaires in hip-hop. Millionaires do exists, but it takes hard work to get there.

19. The Vodacom deal, please explain how it came about and how much its worth.

Vodacom was working on a new campaign and they were looking for the perfect song it. They approached my company about the song and we worked out a deal. The rest, as the cliché goes, is history…

20. So ‘JrSoHot’ (twitter name) you’re undoubtedly the man of the moment as pronounced by Bonang on twitter, your female fans and some male ones are dying to know whether you’re single?

I don’t see how that is relevant to my music, but no, I’m not single.

21. Any last words…

Let’s work smart and be productive. We need more young entrepreneurs out there who make things happen. And all it takes is getting up, going out there, and doing your thing no matter what people tell you.