Words by Christopher Kevin Au // Head image by Sean Pyke // Below image by Cole Bennetts
It’s been a bumpy ride for I AM D, but the Brisbane rapper wouldn’t have it any other way.
Back in 2014, I AM D only had a few songs under his belt when he was thrust into national spotlight, winning a Hilltop Hoods’ initiative that granted him $10,000 to pursue his dreams of rapping. Since then, he’s stood at the frontlines of the Brisbane hip-hop scene, with polarising singles like ‘Gang’ and ‘Loco’ causing a widespread kerfuffle. Throughout his creative journey, I AM D has also spent the last few years battling an undiagnosed chronic illness, which has only served to fuel his underdog mentality.
This weekend, he’ll be playing a hometown show at The Foundy alongside Nico Ghost, G Elenil, Rari & more. Ahead of the antics, we caught up with I AM D to chat about his the divided response to his singles, the BNE scene and the power of the humble flute in hip-hop:
For those who haven’t heard you yet, what is your mission statement with I AM D?
Man, firstly, I just want to say I really appreciate you guys reaching out and wanting to interview me. Means a lot.
My mission statement is “It took hittin’ rock bottom just to bounce back” – so far, that’s been the story. The last 4 years I’ve been pursuing this talent and source of enjoyment and integrity whilst dealing with an undiagnosed chronic illness. It’s probably not your everyday story.
https://www.youtube.com/watch?v=VUlOyUSyrrQ
You caused quite a stir with your single ‘Gang’ – some took it literally and accused you of mimicking American emcees. How would you respond to those criticisms and what were your true intentions with the track?
Man, that’s totally fine with me. Everyone’s going to interpret things differently. I think with me, I do certain things that might come across to some a certain way or an ‘obvious’ way if they don’t know me or my personality. But I definitely make a point to sprinkle a bit of D in everything I do, so it’s always got a uniqueness to it. I’m glad you used the term causing a stir, I’ve said that to people I’m close to with the music. I did it with ‘Loco’ and I did it again with ‘Gang,’ and I guarantee you I’ll continue to do it again.
I just like to go with my gut when it comes to making what I make, and doing what I do. I’m not trying to come in as an artist who plays the safe bet. No shade to anyone, but you see it with people doing things that sound exactly like everybody else. You could literally play their music for anyone and even tho they’re a ‘new artist’ people feel like they’ve heard it all before. I say no shade because that doesn’t bother me. If people are doing what they enjoy and love and are content with it, that’s all that matters, so power to them. That’s just not what’s in my heart.
I like what’s going on. Like every other living artist, I take elements from things I like and do something with it in my own way. Too many people went too surface level with ‘Gang.’ A lot of negative comments came from people being so fixated on the title or the Ferrari in the clip, which was owned by a friend of mine’s boss who let us use it for the day and was insanely dope by the way – like who the fuck isn’t going to drive and flex for fun with a Ferrari if it’s offered to you! But if you actually listen to the song and all the lyrics in both the chorus and the verses, the shit is all reflective of my life to the core. Plus the shit bangs live, plus way more people love it then they hate it, so the shallow mind takes an L this time around.
https://www.youtube.com/watch?v=nQr_U8ZsKyw
How have you learned to deal with keyboard warriors and online critics throughout your career?
It’s only really been with ‘Loco’ and ‘Gang,’ I’ve pushed those videos more then any other cause I knew they were loud and wild and would cause some shit. I just think it’s dope to get some people having negative shit to say about it because it means my music is reaching a broader audience, it’s not just the same people seeing what I’m doing anymore. But with ‘Loco’ I really enjoyed having a bit of a bite back, more so in a really smart ass way, it was fun for a while that time around.
But with ‘Gang’ I just didn’t feed into it as much. I definitely respect negative opinions, I don’t just throw them out the window, but there’s a difference between negative criticism on why someone doesn’t like something and people just straight throwing shade, basically online bullying you. So I just let it all go. Biting back just warrants another reply, and I honestly don’t have time for that shit right now. I got way too much to do. I am starting to notice a few serial pests now who just keep coming back to like everything i post to leave some rubbish. Shit’s kinda dope & hilarious.
You just dropped your new track ‘Lessons’ – what was the inspiration behind this track and that school-themed artwork?
Sometimes with songs I might write them and sit on them for a while, chop and change a few things. I then normally record my songs at home myself. But with ‘Lessons,’ I wrote it top to bottom in about half an hour one day in the studio with James Angus aka Uncle Juice, back when he was still doing everything musically out of a hired space in a Kennards self storage shed.
I recorded it there and then and sat on it for a little while post MNTNS EP. ‘Lessons’ was just a hybrid of things I was reflecting on and learning at the time. I wanted to put as much of it as I could that I was thinking about or going through at that time in there. I’m constantly doing that as an artist, I’m reflecting all the time, so every song will have a bit of ‘Lessons’ in it whether it’s just one line even. But this one, I just felt compelled to write it all that way.
The artwork was conceptualised by Rachel Aust who’s just amazing at everything, especially design and ideas. She thought of it and I just loved it so much, super relatable for everyone who’s been in the traditional schooling system and has had to do lines – no coke. So we used my amazing hands to hand model the shit out of it and take the photo, which is now the artwork.
https://www.youtube.com/watch?v=z50xuh2bvGI
You got a lot of attention back in 2014 when you won Hilltop Hoods’ initiative. In hindsight, how do you think that prize has affected your trajectory since?
Yeah that was pretty dope, I was absolutely over the moon when I won that. I think it had some pros and some cons. Pros were things like it put attention around my name and had people excited/intrigued about who I was and what I was doing. Cons were things like looking back it may have come too early, but luckily I‘m the type of person that had it in me to adjust my mentality and attitude of thinking that all of this was all too easy now. I was so new to making music, I literally won that off my first 3 songs I made as I AM D. After that I was doing a lot of trial and error and growing in the 2 years between winning that and releasing MNTNS.
It was good that things didn’t pan out how I‘d hoped or thought they would. It’s really made me strive and dig deeper, I have such an underdog mentality and it keeps me so hungry for this. The fact I had to struggle my way through 2014, 2015 & most of 2016 with a life changing illness whilst trying to maintain and grow as a person, artist and to do the same with a fanbase has turned me into a savage with how much I want to work… I can’t wait to see what I do next.
On the M.N.T.N.S EP you experimented with singing on ‘Fall Apart’ – any more plans to build on upcoming releases?
Love this question. Yeah I’ve been adding in some more singing additions to new songs I’ve been working on. Nothing too hectic, just things here and there. I’m definitely not the best singer by all means so I try to stick to my strengths as much as I can. But as an artist, my biggest thrive and thing of enjoyment comes from surprising myself and doing things I never knew I could do or considered doing. I love experimenting and trying new things as an artist the most, seeing what I can do and how far I can stretch things whilst still being me really keeps me happy with everything I’m doing.
On ‘Check Back’ you also spat over some flute-heavy production. With the likes of Drake & Future also using flutes in their beats, what role do you think the humble flute can have in hip-hop in the future?
Yeah, how’s that! I honestly didn’t even pay it any mind, but Spenda C brought up to James after ‘Portland’ and ‘Mask Off’ came out that we did the flutes first on ‘Check Back’ which is pretty funny. Not like they took it from us, they’d have no idea who we even are. It just let’s me know we’re doing things of good taste. As far of the flute’s future in hip-hop, I just think sounds and instruments will continue to come and go on and off trend. Trends are weird as fuck, things just happen out of nowhere. I could never pick that shit, just gotta follow your taste and gut and maybe one day you’ll end up as the setter.
But being a trend setter seems like it’s only benefiting you if you already have a huge platform. Otherwise it’s just getting jacked and put infront of a bigger audience of whoever re-delivered it. Power to the flute. Shoutout Uncle Juice. He might hate me for this, but he actually put that in originally and wasn’t sure about it, and I was just like “No way! This shit sounds iconic, like listen to this flute intro, you know what song it is every time, that has to stay.” But he still came up with it to begin with, the best are their own worst critics.
https://www.youtube.com/watch?v=knxitsacjmo
Tell us about the lineup you’ve curated for your show on Friday night. What do you think is next for the BNE scene at large?
I actually didn’t create this lineup, that’s a product of Cam Mackinnon, Levi Whyte & Bedlam Records I believe. I’m just really psyched to play it and be in a position where I’m starting to headline shows in BNE. I think the artists in BNE are just going to keep working and looking for ways to move forward. You’re already seeing it now with artists from here on lower levels branching out and working with bigger artists in Australia. I’m just so blessed and thankful through all my drama, I’ve somehow managed to become a real focal point when people talk about this new BNE scene that’s emerged. BNE the city we the maafuckin GANG!
If somebody was in BNE for one day, what are three essential spots that they’d have to visit and what to do there?
All three of these spots will allow you to get fresh at the cost of cost: Laced, Contra and Apartment.
What’s on the cards for I AM D for the rest of 2017?
I can’t wait to show you. Again thanks so much for reaching out and wanting the interview. Big Love to LWA.
