For Edmonton-based reggae/hip hop artist Evrlove Blake, the creative process is all about harnessing, channeling and transmitting emotion through the vehicle of his well-crafted beats, hypnotic production, and effervescent dynamic vocal performances.
Every note, every phrase, every choice of instrument, every tempo of every song is devised to act as a conduit for the talented songwriter/ beatmaker/ producer’s passions and pain, his joys, and sadness. His most recent single/video, I’m Sorry, is the epitome of his skill in making a song where the instrumentation and rhythms are delightfully infectious, while still being able to approach a subject relating to the complexities of male-female relationships. It’s the process of making yourself vulnerable and humble enough to apologize to the person you love most.
“It’s about a situation I was going through and learning that it’s not only okay but good and healthy to say ‘I’m sorry’ and to work your way past the problem to make a relationship stronger. It’s about me overcoming my pride and stubbornness and immaturity to get over that hurdle and that it’s good to be open and vulnerable,” Evrlove explained.
“At the same time, I also explore the female side, where she accepts the apology, accepts you and respects you. It’s about not letting your ego get in the way, because it may cost you the best thing you’ve ever had in your life.”
The result is an evocative and emotive creative concoction that is built on the infrastructure of modern hip hop but infused with the soulfulness and spirituality of reggae music from his family’s home nation of Jamaica (he himself was born and raised in Alberta).
While an early fascination with poetry, combined with the inspiration of early heroes such as Lauryn Hill, Buddy Guy and Bob Marley gave him an interest in being an artist, that interest became a passion after Evrlove witnessed a powerhouse live performance by Li’l Wayne. From that moment on, he became transfixed on making music and was committed to his new craft.
“I would explain my music as an Island Blend, with accessible hip hop and a little bit of an R&B undertone. It’s what I call a ‘cloudy trap’. It’s very open, very vulnerable music, but the majority of my music is upbeat and filled with positive vibrations. And I used my voice to convey that, like any instrument. I just feel and do whatever my voice feels like doing for a track. I love sound, and I am infatuated with every aspect of sound, including my voice.”
In addition to the creative process, Evrlove is as laser-focused on the various intricacies of being a successful recording artist.
When touring with the likes of Meek Millz, French Montana, Kid Ink, MGK and one of his idols, the aforementioned Lauryn Hill, he pays close attention to how these more veteran performers conduct themselves on and off stage – the best possible school for someone looking to emulate these highly productive and successful artists.
“I watch how they operate, how their teams run when they are on stage and who is doing what. And not only that but I pay attention to the energy that artist is bringing on stage and the way they interact with the crowd. I have truly studied these artists because I feel it’s very important to use that opportunity as a learning experience from some of the best in the business,” he said.
Part of Evrlove’s overall mission as an artist is to entertain and touch hearts and minds not only with the exceptionally creative beats and melodies he creates but also through his stage show and the videos that accompany each record he releases. Meticulous planning goes into every storyboard, every set up and shot. Costumes, lighting, choreography, graphics – Evrlove has his hand firmly on the tiller of every component.
“As an artist, I feel my main goal is to take what’s inside my head and paint that picture for other people. When I am sharing my music, I want people to go on that roller coaster ride with me, so the visuals are very important. I want people to have a visual aid as to exactly what I am feeling and trying to say,” he explained.
Like a human Venn diagram, Evrlove seamlessly brings together his creativity with a keen mind for the infrastructure of the music industry – where the middle ground allows him to be endlessly creative, but know how to maximize those impulses for his brand, for his career and, for his art.
It is why I’m Sorry is the first in what will be a litany of new music coming forth from Evrlove over the coming year. In addition to releasing new singles throughout the year, he has methodically built a plan to release an impressive back catalogue of unreleased music between his singles, with each song to be accompanied by a totally original video, issued only on his Instagram page, drawing in legions of fans to his Spotify location.
It’s a genius play, from an artist who is as smart and savvy as he is talented and so open to being that channel for emotion, energy, passion and most of all – music that feeds the heart, mind, and soul.
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