by SCOTT C

As the original dirty rotten scoundrel, Jeru the Damaja rose from the ranks of the Gangstarr Foundation to attain his own place in the hallowed halls of hip hop. With now-classic joints that range from “D.Original” to “Come Clean” and “Playin’ Yaself,” his Brooklyn style, self-aware delivery and take on the state of things has always resonated with fans the world over. The Mirror spoke to Jeru from the offices of Ashenafi Records in New York.

Mirror: I heard you were working the phones today, so I hope you at least have a comfortable chair.

Jeru the Damaja: Naw! I’m working ’em hard, but I’m in front of my computer so it’s not that bad. I had a little time between calls so I could take a leak and eat something, but I’m here.

M: You checking your myspace site every couple of minutes?

JD: No doubt! I been up on there since maybe last year. You should check my site out at myspace.com/

Jeru. I get a lot of interviews and show requests directly from the site, and I’ve actually followed through on quite a few bookings off of there.

M: Can you see that complementing or replacing the work that a booking agency or manager could do for you?

JD: I mean, it all works together. I’m not gonna say it’s better than all that, but I’ve got about 13,000 friends, and I’m in all kinds of groups, so I’m definitely reaching out, and people are reaching out to me. I have a friend who works there so I’ve been put in the featured-artist spot a few times. It’s definitely exposure where people who might not have known my music will now know it.

M: I’ve always felt that hip hop artists who try to come back, or simply release some new material, have a little more pressure on them to succeed. Maybe more than in any genre of music, especially if they’re associated with a particular era or sound. Would you agree with that?

JD: People feel more connected to hip hop. Being that hip hop came from the streets, people feel like they have that connection with the artist. It’s like our heroes representing the music that came out of the neighbourhoods and cities where you actually would know people who became famous. People want to see you do well because you’re kind of fighting for them. They’re living vicariously through you.

M: So you are the sole artist on your own independent label?

JD: That’s right, Ashenafi Records, but by next summer that should change. I’m up there rhyming, and I did a beat on the album, and my man Sabor did the rest of it. The label is mine and represents anything I want to do. I have total control. We’ve got national and international distribution too. I mean, there’s always gonna be hassles in anything you do. I didn’t say it was easy to run your own label, but I’d rather be in control, sink or swim.

M: There’s a lot to learn if you want to succeed.

JD: Of course. Like with any new venture, you have to learn about the industry and things you might not have dealt with before, being on a major label, but it’s not a deterrent, and it doesn’t make me afraid. It actually makes me want to do it more.

With Pseudo Slang and guests at Foufounes Électriques on Wednesday, April 5, 9 p.m., $10

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