Kardinal Offishall's Time May Be Now

Source:  www.thestar.com - Ashante Infantry, Pop & Jazz Critic

(September 07, 2008) It's not surprising that a catchy tune would score Kardinal Offishall a Top 5 hit in Canada; since his 1996 recording debut, the Toronto native has garnered popular acclaim for a vigorous melange of hip-hop and reggae, noted on tunes such as "Bakardi Slang" and "Husslin'."

But what has industry watchers anticipating the Tuesday launch of his third album, Not 4 Sale, is that two weeks ago "Dangerous," the lead single that features U.S. pop star Akon, landed at the No. 5 spot on Billboard's decisive Hot 100 singles chart.

Offishall has a bonafide crossover hit in America – an unprecedented feat for a Canuck rapper since Snow hit No. 1 with "Informer" in 1993. And he's not done setting records: tomorrow he performs on the Tonight Show With Jay Leno, another first for Canadian hip hop.

"Pretty damn exciting," is how Offishall characterizes the coveted appearance – on the same night as U.S. Olympian Michael Phelps – though he can't recall where he was when he found out he got the gig.

Turns out it's been a dizzying few weeks.

When the Star sat down with the affable entertainer one recent afternoon, he'd just got back to town after a month away, performing in Europe and promoting the album in more than a dozen U.S. cities.

Offishall, who is signed to Akon's Kon Live Records under the Geffen Records umbrella, said it was crucial to lay the groundwork for the album, which his Canadian distributors initially scheduled for release at the beginning of the summer.

"Nowadays, the industry is just focused on a hot single and they were afraid that it might lose steam," he said.

"I guess me and Akon are still keepers of the faith. We believe that good music is still the bottom line; that a good song will be a good song now and two months later."

Offishall can afford to be patient; after all, he's been on the cusp before, when previous albums, Busta Rhymes collaborations and tours with 50 Cent augured big things that never materialized.

"Did I think that it would be 2008 that all this would be going on, as opposed to maybe 2004? No. So to me, a couple weeks, couple months, couple years ... the important thing was to try to execute what we have been trying to execute all along – to have an international successful project."

But success begets scrutiny and while Offishall has never positioned himself as an exclusively conscious rapper, some long-time fans are in a snit over his hot chick ode "Dangerous," which contains lyrics, such as, I wanted to make my black snake moan/Talk and lick a bit then take that on.

Is he selling out to compete with the likes of Lil Wayne and Young Jeezy?

"Some people want me to kick rocks along with their favourite underground MC," said Offishall, grousing about the erstwhile boosters taken aback by his branching out. "If you're a true fan, then you know I had (boundary-pushing songs like) `On Wid Da Show,' `Money Jane' ... I'm not doing anything that's out of my skin. You have to allow me to become that guy.

"I guess it's because every time somebody becomes that guy, they become untouchable. We were in Miami the other day and we went to a legendary spot in the 'hood where any big artist that's come out of Miami has come through.

"Homeboy was like, `This is where Rick Ross got his start, Lil Jon ... everybody came up through here, but we don't see them any more.' It's that kind of feeling I get, that a lot of these people have."

He'd rather his achievements emboldened other Canadian entertainers.

"They think success for me equals success for every other artist that comes out of Canada now. That's not the case, because people have to understand the work that goes into it. They have to absolutely make a million times more sacrifices than they have been doin' . .. I'm just one dude from Toronto, but I'm trying to create history with every line I spit."

And in keeping with his album's title, Offishall said he is not compromising his integrity to do that.

"There's energy you can't buy – the essence of people that can't be bought or bottled, and lives within them. That's how I feel about myself – I can't be bought.

"That's why the relationship that Akon and I have is so dope: it's based on mutual respect. He always loved my music and felt it should never change. He just wants to enhance what was already there and take it to the next level."

Encompassing hard-hitting hip hop, old school reggae and inspirational ditties, Not 4 Sale is vintage Kardi – as he's known to fans. The difference is in the Akon hooks, top-shelf production and A-list guests, such as T-Pain and Rihanna. Tyson Parker – a vice-president at Universal, Offishall's Canadian label – is only stating the obvious when he says, "This record has a chance to be massive in Canada and the U.S."

But Offishall is well aware that one hit single does not guarantee a best-selling disc.

"Akon's album only sold 13,000 in the U.S. the first week it came out and went on to become a multi- platinum album; not necessarily because the label supported him, but because he kept grinding it out and doing whatever he had to and using his resources to make it that way, and that's the same way that we're looking at it," he explained.

So, he's not concerned about first-week sales?

"Uh-uh."

Not at all?

"No."

He wouldn't be hurt if he sold, say, only 5,000 copies the first week?

"5,000? Yes, I'd be hurt. Most definitely!"