3RD GRADE:
It�s a typical sweltering summer Saturday in Houston. While the neighborhood kids play baseball outside, little Chris Craft is deep into his piano lessons with his Catholic schoolteacher. Young Chris steps through his lesson dutifully, but his mind isn�t there. He can'twait to get out there and play some ball. And eventually, play he does. Young Chris grows up playing piano and baseball, excelling at both.

Chris� athletic skills develop considerably as he advances through elementary and middle school, even earning him a couple of athletic all-star nods along the way.

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9TH GRADE:
Somewhere along the way, Chris� interest in music was rekindled. At the age of 15 he was introduced to music production by a friend, and quickly started to hone his skills on the Ensoniq-SQ-1 (which he still owns, by the way). Along with sports and music, Chris was developing as a writer, scoring columnist gigs with publications like Urban Beat (Houston), SubCulture (Orange County, California) and 88HipHop.com.

Balancing these three hobbies became a full-time job for Chris. As he progressed through high school, Chris represented his school in track and field, and performed music all over Houston with his crew, XIAN NATION. But something had to give. By 12th grade he finally decided to drop sports, and focus on music.

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FRESHMAN YEAR, MOREHOUSE COLLEGE:

The transition from high school to college exposed Craft to an epiphany of sorts: the business aspects of music were as fascinating as music production. Craft hooked up with like minds during freshman year; Lamar Gilliam, Kevin Johnson, and Jason Boulware, to form "DIVINE MIND". They set out on a mission to put together the most talented crew of artists and musicians on Morehouse�s campus. As a group, Divine Mind put out a CD (Sporatic Signals) and 3 successful 12" singles, and was part of a rejuvenation of hip-hop on campus between the years of 1997 and 2000 (see Underground Live).

At this time, Craft also started the Alpha-N-Omega magazine (http://www.alphabeats.com). It was a magazine focused on the A-Z of music production.

After graduation, Craft went on to form Crafted LLC, pulling together his online magazine, his music label (Shaman Work Recordings) and his production company (IMADU Music).

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The green on Morehouse College's campus


Kilgore Center - Morehouse College

Bolaji, The HBCU Network:   So, Chris, what is the "CRAFTED" Vision?

Chris Craft, Crafted LLC:   The vision is IDEAS MANIFESTED.
I'm basically a very ambitious person...
So the vision is a pretty wide scope. It included press media combined with the ability to tie all the facets of the rest of the music industry.
I.M.A.D.U. (my production company and management company), Shaman Work Recordings, Alpha-N-Omega Magazine, Chris Craft Clothing (beatology), www.politix.net, and Battle Of The Beats.

My progression over the years has included making the jump from learning the media world to learning the world of being the ceo of an independent label.

Bolaji, The HBCU Network:   You seem to have big dreams, and are trying to make them all a reality. What do you attribute this approach to, and do you feel like you might be biting off too much?

Chris Craft, Crafted LLC:   This very accurate. Crafted, LLC.'s motto is: "Ideas Manifested" - Turning abstract thought into reality. I don't commit myself to much that doesn't become a reality later down the line.

I've always had support from my crews (Xian Nation, Divine Mind Entertainment...) when the pieces of what is now Crafted LLC were developing. At the point where I started to feel overwhelmed, I brought my partner from my Morehouse days back to join forces with me and become COO of Crafted, LLC.
His name is Lamar Gilliam. This happened about 3 months ago and we've been knocking things out ever since!

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Bolaji, The HBCU Network:   So what is the conglomerate, Crafted LLC?

Chris Craft, Crafted LLC:   The backbones of crafted, llc. are Alpha-n-Omega Magazine (Alphabeats.com), Shaman Work Recordings, and I.M.A.D.U. Music.

The experimental projects are Politix Magazine, Crafted Sports, and the College Musician's Network. I'm more going to use the clothing line to support the other ventures... For example: I'll have Chris Craft Clothing more or less sponsor Shaman Work Recordings' t-shirts and jackets, etc. I'll have Chris Craft Clothing stand alone a few years from now.

AlphaBeats


Shaman Work Recordings


I.M.A.D.U. Music

Bolaji, The HBCU Network:   So how does your record label, Shaman Work Recordings, distribute its product?

Chris Craft, Crafted LLC:   We recently signed a distribution deal with a German distributor called Groove Attack. Here's how we hooked up with them:

I.M.A.D.U. Music manages an indie label by the name of Earth Angel Records, whose main artist is Lacks from Detroit. During the process of my negotiating the distribution deal between the Earth Angel Records and and Groove Attack (the German company), they caught light of Shaman Work and they approached me. I did my research on other distributors that were approaching us at about the same time, but finally decided to go with Groove Attack.

Bolaji, The HBCU Network:   So what does Groove Attack bring to the table that helps Crafted LLC?

Chris Craft, Crafted LLC:   Wow... a worldwide presence for our releases. They play a major part in us reaching the world. For example, they were recently approached by a Japanese distributor by the name of Dance Music about Shaman Work Recordings' release schedule ... so Groove Attack is like the arms of our record label and we're the brain.

Bolaji, The HBCU Network:   Interesting. I imagine that distribution could make or break a project. Do they go beyond retail outlets to performing functions like marketing, getting you radioplay, etc?

Chris Craft, Crafted LLC:   No doubt. They have a strong overseas presence as far as marketing and radio play. They have a great co-op system over there, and with Shaman's connections and with their U.S. representatives, we'll have North America covered also.

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Groove Attack - Distributor


LACKS - artist on Earth Angel Records. Managed by I.M.A.D.U. Music

Bolaji, The HBCU Network:   So I want to flip it to the Battle of the Beats. Where did that concept come from, and how has it been going?

Chris Craft, Crafted LLC:   Aaah aiight.
Battle of the Beats is an online competiton for amateur producers across the world. It was the first ever of its kind, and started in 2000. It is held every 3 months. We�re on the 10th Battle of the Beats now � it�s going great!

It's a great way of scoping out the new production talent here in the world. We're going to bring it back this fall...

Bolaji, The HBCU Network:   What is the range of backgrounds and styles of the 9 previous competition winners?

Chris Craft, Crafted LLC:   From Science Fiction to DJ Cheapshot... that's a pretty wide range... from non-traditional hip-hop producers to the most "boom-bap" style of hip-hop production.

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Science Fiction (Wale Oyejide): Winner of Battle of the Beats VI, Morehouse College Class of 2001

Bolaji, The HBCU Network:   So let's switch gears a little. I'm interested in hearing about "The Morehouse Years". Dear Ol' Mo-House.

Chris Craft, Crafted LLC:   Yessir.

I loved them. Hip-hop was so alive on campus when we came in as freshmen. Divine Mind were the young kids and Cult of Icon were the big boys... Divine Mind kept it moving and we held our own and pretty much took over the AUC (Atlanta University Center). This is 1997 - 2000.

So much love on campus, a lot of people interested in music, Underground Live was poppin'...you used to be able to walk on campus and just see emcees randomly gathered around rhyming in a cipher. I don't know if you'll still see that on campus, though. Marquise "Mikchek" Williams just now passed the torch of hosting Underground Live off this past spring.

Bolaji, The HBCU Network:   So how are the ol' freestyle skills? Did you regularly let loose on campus?

Chris Craft, Crafted LLC:   I'm not much into rapping. BUT I do produce though. I'll be making a comeback to the records in 2004. Sci Fi and I are going to collab on a band project under the name Bandwidth next year... so that should be cool.

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Underground Live at Morehouse College.


Morehouse College

Bolaji, The HBCU Network:   There are lots of hip-hop consumers around the world, but what is going on in terms of hip-hop creation outside the U.S.? And what impact might that have on the future of hip-hop, which up until now has been dominated by its founders - African-Americans?

Chris Craft, Crafted LLC:   Well...
A lot of our artists and producers here in the states are acting totally silly, and are conforming to industry standards that shouldn't even exist. I'm not speaking on sound quality... I'm speaking on song quality and song content. Overseas, they on the whole appreciate good music a lot more than consumers in the states. They're in tune with pop culture and I'm a fan of pop culture also... but to them... good music is good music.

The game is becoming more and more international everyday Can't be mad at it... Just have to know how to utilize it, which is why I'm happy with a Cologne, Germany-based distributor to help us reach more out there.

Bolaji, The HBCU Network:   Why do you think so many hip-hop fans tolerate/accept these mediocre standards?

Chris Craft, Crafted LLC::   Because they don't have much of a choice. It's all about what you're exposed to. Not everyone is exposed to college or community radio where GREAT music is played. Not everyone is exposed to different cultures and different forms of art in general. To many people, if you have cable and you can watch MTV and BET, you've made it. But the world is so much bigger than that.

Bolaji, The HBCU Network:   So with hip-hop the way it is today, being polarized by gangsta rap and the p-i-m-p bling-blingers on one end,and perhaps "conscious" rap on the other end, where does Crafted's music typically fit in?

Chris Craft, Crafted LLC::   I see the rap game slowly meshing together...

50 Cent chose to interview Talib Kweli in XXL Magazine,
Kanye West is working with your so-called "conscious" artists
Rumors of Jay-Z and Dead Prez collaborating

But as far as the Crafted fam... we don't hold back. If a male or female artist wants to freely discuss the opposite sex in a song... so be it... whether positive or negative... The message will be relayed creatively. That's what sets us apart. Our artists can paint a picture with words to where you have no choice but to listen deeply.

I mean... peep Science Fiction. His album told a story without many words being said on the album with the majority of it being instrumental!

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Chris Craft

Bolaji, The HBCU Network:   Who are your favorite producers out there?

Chris Craft, Crafted LLC::   My favorite producers (outside of my camp) are:

• Jay Dee (of Slum Village fame),
• DJ Premier,
• The Neptunes,
• Madlib,
• DJ Quik,
• and Dr. Dre.

But my team (Me, ID 4Windz, Merlin, Ta'Raach, Science Fiction, MF DOOM) we're the nastiest!!

Bolaji, The HBCU Network:   While we're on the subject of lists - what about your favorite albums of all time?

Chris Craft, Crafted LLC::   Favorite albums:

• Slum Village "Fantastic Vol. 2",
• Nas "Illmatic",
• Lacks "Re:Lacks Volume 1 With The World",
• Dr. Dre "Chronic",
• Snoop Doggy Dogg "Doggystyle",
• and Gangstarr "Moment of Truth".

Bolaji, The HBCU Network:   Some true classics on that list.
You spoke of the convergence of hip-hop (at least on the popular scene). What are some trends you see happening or coming up in hip-hop production?

Chris Craft, Crafted LLC::   You're going to see the popularity of sampling jump up. AND, you're going to see the popularity of people that know how to make original music sound like sampling jump up.

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Bolaji, The HBCU Network:   Where do you see Crafted LLC 5 years from now?

Chris Craft, Crafted LLC::   I see three offices... L.A., ATL, and NY holding it down,

Alpha-n-Omega Magazine will be in print by then,
I.M.A.D.U. Music will a highly recognized name in the mainstream from the production standpoint,
Shaman Work Recordings would have released a project that wins a Grammy
and our main new company - Ology Music - will be a powerful independent publishing company that will hold the most versatile catalog of songs, instrumentals, and show/commercial tunes in the world... and we'll be deep into having our first record store opened.

Bolaji, The HBCU Network:   If you could print out a wish list of things you need or would like to have, in order to assist Crafted, LLC's rise to the top, what would be on that wish list?

Chris Craft, Crafted LLC::   A stable staff that's willing to grow with me, with enough man and woman power... that energy combined will take us there. Perhaps a person focused on licensing music for compilation albums, movie scores, soundtracks, and commercials, a reliable street tream leader in all the major regions of the world, an editor-in-chief for Alpha-n-Omega Magazine and an editor-in-chielf for Politix Magazine.

Bolaji, The HBCU Network:   Well you certainly dream big, but you also show the drive and motivation to make these things happen. I don't doubt that you have a good shot at attaining all those goals.

Mr. Craft, thanks for sharing your story with the HBCU Network. Come back and see us real soon!

Chris Craft, Crafted LLC::   Thanks, man. Peace.

Chris Craft -