It was a form of self-expression and the key to a way out. Cause you see, when the only support you have is the streets, then you literally have to adapt a do-or-die mentality.
Cruz had to face the predicament of not having that foundation and support to pursue music from his immediate family, and on top of that, being type-cast because of his Hispanic descent. When it seemed as though he was hitting one brick wall to the next, he met the tattoo guru Mister Cartoon, who would become Cruzs Marketing Manager. And with dogged determination and being on the constant grind, they inked a joint venture with Geffen and Interscope Records the first of its kind for a new artist and his label, B.Y.I Entertainment.
The biggest emphasis for Omar Cruz is about recognizing Latin culture as a prominent lifestyle – something that he strongly incorporates into his message, while also helping to salvage what he feels is the current lacerated state of Hip-Hop. Read what Cruz had to say about Latino culture as a distinguished lifestyle, and recognizing Latino rappers not just as Latino rappers, but as skillful artists who are just as prevalent as the ones apart that seem to be aiding in the demise of Hip-Hop culture.
AllHipHop.com: Your album wont be coming out until spring of 2007. Considering theres a lot going on with the West Coast right now, and the buzz that is already starting to circulating with you, wouldnt you rather get your album out sooner rather than later?
Omar Cruz: Albums for the past 10 years have always seemed rushed, [and] music seems forced. Were trying to take our time with this. The last project I really worked on was The Cruzifiction. It was all original songs, I dropped that in June, we promoted that for a while and I [then] started working on this debut. So I dont think six months is a long time to work on an album when its your debut. I think a lot of the time people think of quantity over quality, and I think thats why Hip-hops hurtin. We tryin to zero in on whats real and what needs to be heard right now, whats missin’ in the game. Thats the void Im tryin to fill.
AllHipHop.com: Even though you promoted The Cruzification as a mix tape, for you personally, would you consider it to be more of an LP?
Omar Cruz: It was just putting it out there. It was a good introduction of whats going on out there on the street. It was a good introduction as far as on the street, it created a lot of buzz out here in LA, it got a lot of love in the Southwest, and its makin its way out to the East a lil bit too. I got a lot of feedback from New York, Miami, Chicago so you know its a strong CD that represents us. Which is what my debut is gonna be on a bigger scale.
AllHipHop.com: You keep emphasizing that something is missing in Hip-Hop nowadays. If I were to rephrase that statement, would you say that the Latino community just doesnt have a very strong voice in Hip-Hop as you would like there to be in general?
Omar Cruz: If you listen to whats going on in Hip-Hop right now, the Hip-Hop thats poppin right now, compared to the Hip-Hop that I was listening to, its not the type of Hip-Hop that I would particularly make. From the Latino side, thats just not really relevant period, so Im just trying to bring that to the forefront as well. Thats a whole other problem but in general Im pretty sure of your readers would say the same thing. Its lacking right now.
AllHipHop.com: You were quoted saying that with you being a Latino MC, you want to be in the forefront. I mean, the population of Latinos in America is the largest, Its around 70 million plus —
Omar Cruz: — Definitely. Not to cut you off, but its about time. And Im taking initiative the to raise the bar lyrically and I always mention someone like Big Punisher who was a great influence on me in terms of how he approached music. He was just sick with it, it wasnt about being Latino. But [I am] Latino, and I am proud of my background. My father is from Colombia and my mother is from Mexico, its just in my blood. I cant help that. That lifestyle that I grew up with out here in L.A., its different that you would say a Daddy Yankee, who is from Puerto Rico, and kind of has more of that New York vibe. A lot of time they look at us and wanna just blanket us, Oh, he must be a Reggaeton kind of artist. He might be a Chulo rapper or what not. And those are just stereotypes that we gotta go through.
AllHipHop.com: On another note, have you been to certain countries in South America?
Omar Cruz: I have been to Columbia.
AllHipHop.com: You havent been to Brazil?
Omar Cruz: I definitely will go
AllHipHop.com: I ask because you named one of your mixtapes after the movie City of God.
Omar Cruz: I will go Brazil. Because it inspired me to rename the City of Angels the City of God. That was the concept behind that. I feel that so many angels are born out here. I feel like, Gods gotta walk out here too so, this is the City of Angels as well.
AllHipHop.com: I just asked because I wanted to see if you were familiar with extreme poverty and dehumanization that happens to civilians out there.
Omar Cruz: In Columbia there was a civil war between the drug lords and the government for years. Ive been there, Ive seen it, and it goes on throughout all of South America, I believe that it goes to a certain extent out here as well. Maybe not to the extreme, but you got kids with guns out here as well. Any ghetto in the U.S.A. its the same thing. It all boils down to poverty, to lack of education, ignoring, neglecting the parts of the communities where there are Latinos, where there are Blacks, where the minorities run high, they dont give a f**k. I feel, not too far fetched from that. Borders are just separating us thats it. From Mexico all the way down to El Salvador, its the same thing, it goes all the way down.
AllHipHop.com: Your father had bought you your first recording equipment but at the same time, I know he wasnt fond of you pursing Hip-Hop either. So when he bought that for you was it just for fun, or did you express an interest in music to pursue him to by it
Omar Cruz: My father was going through his own stress at the time and probably wasnt thinking too much of it. I probably pointed it out, it was a little thing. But as I got older I would just build on it, by adding CD players and stuff like that, adding instrumentals and writing rap songs. Definitely, my dad wasnt down with it. I remember writing down some N.W.A. lyrics, and him reading the lyrics that I wrote. Like thats what I used to do when I was a kid, I dont know why I did it, I just did it. I remember him just beating the f**k out of me for writing that song. I think it was Dope Man that was the song. But hes cool now, he sees it, you got to respect someone who pursues it and doesnt give up.
AllHipHop.com: Is accepting now of your career path now?
Omar Cruz: This is my calling, I feel I dont even feel like this is something that I chose, I feel like it chose me. There were times when I felt like, maybe it wasnt for me but things happen in people lives and its almost like its my responsibility. Its something that I got to do.
AllHipHop.com: You had said that family is very deep rooted within you and with the impression I get from you, also within the Latino culture. But then at the same time music is very important to you as well. So lets just say up until this point if your family still didnt approve even though you are a man doing this. If they still didnt accept and you had to choose between family and your music, what would you choose?
Omar Cruz: Thats a good question. I mean, there was a time when I lost faith in my family and friends pursuing what I was doing. Running the streets, acting wild. Being caught up in the street life sometimes the music would take you there. They probably attributed a lot of that to the music, but thats just were I grew up at. I grew up on the west side of Los Angeles, and it ain’t nothin’ nice. I wouldnt have to choose put it that way. Like I said before, you can only respect someones dedication and commitment to what they believe in. I think that was the case. You really cant hate on someone for following what [someone] believes in. Im in it for the long struggle, you know?
AllHipHop.com: Apparently T.I. had made some comments saying that immigrants should be deported and you had addressed that you were not happy with the comments. And I remember reading in an article that at the BET Awards you were there 20 deep and that you did confront him about this?
Omar Cruz: I saw him, but I didnt get a chance to talk to him. I really wanted to talk to him to see what he meant, so he could say it my face cause then I would have a better understanding. I understand he made some kind of apology through his publicist and whatnot. But if its from your heart, just do it yourself. Aint nothin change, it is what it is, we were out here just representing us. Sayin’ Latinos is here and we doin our thing and we aint goin’ nowhere type s**t, and it was a beautiful thing. We got a lot of love out here. And it feels good being embraced where we are plus its my hometown. So we got to be there regardless. But its whatever, and if thats how he feels, then thats how he feels. He knows what he said. I just wanted to hear it from his mouth to see exactly what it was and did he mean by that. Cause when he said all immigrants should go back to their country, thats a stupid thing to say from a man in the position like himself.
AllHipHop.com: You will run into him again, so hes gonna have to deal with it sooner or later.
Omar Cruz: Ill run into him period. We were taken off guest list from what I understand. Like I said, it is what it is. And that boils down to once again us not being in the game on a level where maybe people wouldnt say those statements if there was someone there to represent or to respond. I think thats part of the problem, and a lot of that is gonna happen. And were not just one of those extras in videos you know what I mean? Thats gonna have to change. Were not just those dudes you see in L.A., or in Chicago, or in Miami or in New York. We got skills and the something the industry is gonna have to deal with it.