L.Rucus is definitely bringing the heat as he dropped visuals for both “Danger” and “What You Say,” feat. Derek King. The Bay Area native is a 10 year vet in the game and despite being in quarantine, he’s motivated more than ever to make 2020 his year. We got a chance to chop it up with L.Rucus to discuss the video, his EP “Danger” and what his future holds.
1.) How did your collaboration with Derek King come about?
I linked with Derek via IG. Reached out, let him hear the record, we had some back and forth convos on my vision, regarding it and then I looped in my ppl and we set it up.
2.) What inspired the music video and how did you get him to come through for that?
The concept of the visual came about with through a clever marketing idea. I thought, these two records are amazing and together they could really tell a story. Seperate would cost too much to get done but together I could kill two birds with one stone. Promote two records, under the guise of 1 video and bring the two songs together to tie in a compelling visual. The song is pretty much the protagonist being in the music game and gets caught up with the physical allures so to speak. Because of his lowered guard he ends up getting caught lacking by a vixen who had her eyes on him and gets set up. The premise is pretty simple, but the direction I wanted to present and how I wanted the shots to be done were what helped bring it together. The homie Allen of Red fox studios and I Had a lot of back and forth convos when I story boarded and he helped conceptualize pieces as well. I wanted to really show my ability as not only an artist, but a visionary when it comes to the craft. Once we let him hear the record and he was onboard, the rest of the details were worked out and it came down to just getting the right day and pulling up.
3.) What music did you listen to growing up? Earlier on I listened to a lot of Kanye West, lupe fiasco and plenty oldies like Sam Cooke, Bill Withers and later Mozzy, Jcole, Kendrick as well Nipsey.
4.) What do you believe makes your sound different?
The versatility and depth bring. Personal experiences that play and shape the topics and themes, ability to dive into new sounds and styles to create soemthing amazing, and always pushing the envelope as well as understanding my core and getting it fine tuned and perfected before anything else.
5.) How important is creativity to you as an artist? It’s everything. To me the idea of an artist is to create art. Whether it’s painting, visuals, music, etc. it’s your ability to craft soemthing unique and amazing. However it can’t be done if you have nothing or nowhere to pull from. If you have no creative source or outlet, then how could you possibly create?
6.) Who are some artists you’d like to collaborate with in the future?
Kendrick, Cole, Big Krit, Justin Bieber and Jay Z
7.) How do you believe you’ve grown as an artist since you first started?
My music has evolved from when I first started by constantly creating and constantly trying new things. I push my limits, don’t worry about failure and keep trusting myself. This pushes me forward and gets me into new zones
8.) How can an emerging artist build a fan base? Find your sound as well as your niche. Then do some research on who or where connects with it and hit em hard.
9.) How are you spending your time in the quarantine?
Creating music, visuals, networking and promoting. I don’t believe in wasting time because my competitors won’t either .
10.) What’s next for you?
I got a new project on the way with my boy Trill as well as a few other records. Visuals planned and more but I’ll let it be seen instead of talked about.
Follow L.Rucus on Instagram @iamlrucus. Follow @eldorado2452 on Twitter and Instagram for all your music and entertainment news.
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