deconrecords.ca

Nowadays, the words “Canadian hip-hop” usually lead to a discussion of Toronto hitmaker Drake, whose surge in popularity has earned him fans all over the world. But Sunday’s Juno Awards saw Drake lose Rap Recording of the Year to Vancouver-based rapper Shad, whose 2010 album TSOL has also been getting positive buzz in the Canadian hip-hop scene. Shad, or Shad K as he is sometimes called, has solidified his place in the hip-hop community over the past five years with his socially conscious lyrics and self-deprecating style that make him unique among mainstream rap. This is even more apparent on his latest release, which blends clever rhymes and beats with discussions of slavery, female empowerment, and recognition of his position in the rap game.  

“The album’s main inspiration was that I had the chance to even make another album, and feeling privileged to do that,” he says. “I thought, ‘How can I make songs that are fun and also meaningful?'”  

It’s clear that with his album he has done just that. Along with his recent Juno win, the album was shortlisted for the Polaris Music Prize, and Shad’s fan base has continued to grow outside of Canada. “We just got back from South by Southwest,” he says. “Austin is crazy; it’s like Frosh week for bands, kind of like Pop Montreal. All the clubs are fairly close together, and the whole thing is just interesting spaces full of music.” In addition to the festival circuit, Shad has been crossing the continent on his own tour.  

“Touring is better [than the festivals],” he says. “South by Southwest is hectic; you don’t get a break. I did seven shows in two days.” But in his humble way, Shad doesn’t completely object to the schedule. “You run around and sing and dance for anyone who’s interested,” he says. “I can’t complain.” Shad has perfected the song and dance routine with the help of his backing band, who he says are an integral part of his onstage presence. “I like to perform with the same guys,” he says. “It feels comfortable onstage, it feels right. That might change at some point but if you have a certain dynamic, we can have a good time.” That comfort level has allowed for greater freedom onstage, which is also key to Shad’s performance style. “It’s easier to be off the cuff,” he says. “It’s good to have guys who can do that with you.”

Between touring and making music videos, Shad has also found time to attend graduate school, and will finish a master’s program at Simon Fraser University. Juggling school and a burgeoning rap career can be a handful, but Shad welcomed the challenge. “It’s hard on weekends like this, with the Junos and everything, to write a paper,” he says. “It’s nice to be away from school sometimes—it feels like a bit of a getaway to work on my own stuff.”  

With more time to devote to his music, Shad has some new ideas for his own records and for the music industry as a whole. In early March, he wrote an op-ed for the Vancouver Sun suggesting an alternative format to award shows like the Junos that would honour both musicians and ordinary Canadians. “Music awards are great, and serve a lot of purposes that benefit musicians like me,” he says. “But they can do even more than that, and it wouldn’t hinder the music promotion side of it.”  

Always on the quest to give fans something worthwhile, Shad is turning his attention towards making his own music and collaborating with other musicians. This will continue at the upcoming CBC Hip-Hop Summit in Toronto, which also features Kardinal Offishal and k-os.  

“What I do is pretty well-rooted in classic hip-hop,” he says. “But the musicians I work with have different backgrounds, which makes it interesting to work with them.” Among these collaborators are Broken Social Scene’s Brendan Canning, and Dallas Green of City and Colour and Alexisonfire. With the support of different facets of Canadian music behind him, Shad feels more able to work on expanding his influence outside of Canada. “Canadian hip-hop is in a good place,” he says. “I’m starting to get more fan support, and if there’s an audience out there in other places, I have the time now to invest in getting the music out there to whoever wants to hear it.”

Shad plays L’Astral on April 1 at 8 p.m. Tickets start at $18.