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| KJ and Sgt Gray of Toronto Police 2009 |
That song has been a major cause of problems between rappers and police. A perception remains there. But perceptions can be changed when I decided that Toronto Police could team up with me and let us get the local rappers out when we had an epidemic of gun violence in Toronto in 2010.
We recorded the PSA's (public service announcements) and put them on the air at Z103.5FM and Flow 93.5FM, the leading urban music stations. The whole month of June 2010, there was no gun violence for an entire month. Below is the Toronto Sun's story by Chris Doucette. Watch the video at the Sun's website.
Kemi Omololu-Olunloyo
@HipHossip on Twitter
Facebook.com/HipHossipMusicFoundation
#HHMF
Rap music videos are often filled with angry young men waving guns and spitting rhymes about how much they despise police.
And nobody would be too surprised these days to tune into the nightly news and see yet another hip-hop artist facing drug, gun, or even murder charges.
So, the thought of cops and rappers working together to make the city safer is sure to raise some eyebrows.
But Toronto Police are hopeful this unlikely pairing is what's needed to get young people's attention. They've enlisted the help of seven local rappers for public service announcements as part of this summer's TAVIS initiative.
"The only way we're going to stop someone from getting shot is by convincing the person holding the gun to put it down," said Const. Scott Mills, the force's social media relations officer. "These guys are definitely pieces to that puzzle."
The Toronto Anti-Violence Intervention Strategy has officers working year-round across the city. But for the third year in a row, TAVIS will also operate an enhanced summer initiative that targets crime-plagued areas of the city.
Mills said he was recently asked for suggestions to help spread the word about the work 90 officers will be doing in three communities, starting Monday. So, he suggested the idea of incorporating rappers into the effort, believing it would be a great way to reach out to the young people in Toronto's toughest neighbourhoods, many of whom are influenced by hip-hop culture and rap music.
"It's a style of music that's not traditionally associated with police, that's for sure," admitted Mills, who met with the group of rappers Thursday at a west-end radio station to record the public service announcements.
He offered some key themes for them to touch on, but otherwise they were able to "free-style" their own message.
One by one, Gilly Gadan, Linkx, NES, Berg Beauge, Jay Stackz, David a.k.a. D, and Kadar Star busted rhymes for TAVIS, urging people to "trust" and "help" police.
"I couldn't believe the things they were saying," Mills said excitedly. "I was just blown away!"
He believes the messages were more powerful than any ad police could have produced on their own.
The rappers' contributions will be woven together and cut down to two 30-second spots, slated to air May 31 on Z103.5 and FLOW 93.5.
But Mills was so impressed, he plans to post them in their entirety on youtube.com/torontopolice.
While getting the rappers to say "all the right things" was easy, Mills said convincing them to work with cops may have been impossible if not for the help of crime victim advocate Kemi Omololu-Olunloyo.
She put the call out for rappers on her highly popular music blog, Hip-Hossip, and had 700 responses. But that number dwindled to just a handful when she explained cops were involved.
"I screened them to be sure they were sincere," she said. "I didn't want anyone who was only doing it just to boost their career."
However, as a Canadian correspondant on a new hip-hop show called The Deal on BET, she plans to reward the volunteers by giving them some
exposure.
Omololu-Olunloyo said the young men who participated have had trouble with the law to varying degrees, but she believes that gives them more credibility with the youth.
"These are all positive guys who have turned their lives around," Omololu-Olunloyo said.
She actually helped mentor one of the rappers, Gilly Gaden, after meeting him "on the block" near Jane St. and Wilson Ave.
"I was living the fast life, selling drugs and pimpin'," he explained. "But music changed my life."
At 26, he's currently in studio with Linkx, 21, recording an album, but he had many run-ins with police when he was younger and lost friends along the way.
"The violence has to stop," said Gilly Gadan, whose real name is Gilliano Joseph. "It's hurting everybody, the young and the old."
Berg Beauge, whose real name is Tony Rosier, is also no stranger to trouble.
The 33-year-old recently finished a two-year stretch in the Joyceville pen, but after returning to school he now has a good job and a promising music career.
He finally decided to "change his ways" after realizing the toll his decisions were taking on his 12-year-old son.
"If I can straighten out, then anyone can do it," Berg Beauge said. "But it's hard work and nobody is going to do it for you."
NES, whose real name is Noel Esso, decided in his late teens to make some new friends and start focusing on school and his music.
Now, at 23, he's raising a two-year-old son on his own and just released his first record
"I want young people to know there are no limits to what you can do," he said. "If I can reach one kid, then I'll have done my job."
The rappers all recognize the public service announcements may not sit well with some.
But Kadar Star, whose real name is Kadar Hall, urged those people to "try to understand what it's all about.
"This is not about snitching," the 19-year-old said. "This is about coming together as a community and doing the right thing."
chris.doucette@sunmedia.ca
Follow Chris @SunDoucette on Twitter
And nobody would be too surprised these days to tune into the nightly news and see yet another hip-hop artist facing drug, gun, or even murder charges.
So, the thought of cops and rappers working together to make the city safer is sure to raise some eyebrows.
But Toronto Police are hopeful this unlikely pairing is what's needed to get young people's attention. They've enlisted the help of seven local rappers for public service announcements as part of this summer's TAVIS initiative.
"The only way we're going to stop someone from getting shot is by convincing the person holding the gun to put it down," said Const. Scott Mills, the force's social media relations officer. "These guys are definitely pieces to that puzzle."
The Toronto Anti-Violence Intervention Strategy has officers working year-round across the city. But for the third year in a row, TAVIS will also operate an enhanced summer initiative that targets crime-plagued areas of the city.
Mills said he was recently asked for suggestions to help spread the word about the work 90 officers will be doing in three communities, starting Monday. So, he suggested the idea of incorporating rappers into the effort, believing it would be a great way to reach out to the young people in Toronto's toughest neighbourhoods, many of whom are influenced by hip-hop culture and rap music.
"It's a style of music that's not traditionally associated with police, that's for sure," admitted Mills, who met with the group of rappers Thursday at a west-end radio station to record the public service announcements.
He offered some key themes for them to touch on, but otherwise they were able to "free-style" their own message.
One by one, Gilly Gadan, Linkx, NES, Berg Beauge, Jay Stackz, David a.k.a. D, and Kadar Star busted rhymes for TAVIS, urging people to "trust" and "help" police.
"I couldn't believe the things they were saying," Mills said excitedly. "I was just blown away!"
He believes the messages were more powerful than any ad police could have produced on their own.
The rappers' contributions will be woven together and cut down to two 30-second spots, slated to air May 31 on Z103.5 and FLOW 93.5.
But Mills was so impressed, he plans to post them in their entirety on youtube.com/torontopolice.
While getting the rappers to say "all the right things" was easy, Mills said convincing them to work with cops may have been impossible if not for the help of crime victim advocate Kemi Omololu-Olunloyo.
She put the call out for rappers on her highly popular music blog, Hip-Hossip, and had 700 responses. But that number dwindled to just a handful when she explained cops were involved.
"I screened them to be sure they were sincere," she said. "I didn't want anyone who was only doing it just to boost their career."
However, as a Canadian correspondant on a new hip-hop show called The Deal on BET, she plans to reward the volunteers by giving them some
exposure.
Omololu-Olunloyo said the young men who participated have had trouble with the law to varying degrees, but she believes that gives them more credibility with the youth.
"These are all positive guys who have turned their lives around," Omololu-Olunloyo said.
She actually helped mentor one of the rappers, Gilly Gaden, after meeting him "on the block" near Jane St. and Wilson Ave.
"I was living the fast life, selling drugs and pimpin'," he explained. "But music changed my life."
At 26, he's currently in studio with Linkx, 21, recording an album, but he had many run-ins with police when he was younger and lost friends along the way.
"The violence has to stop," said Gilly Gadan, whose real name is Gilliano Joseph. "It's hurting everybody, the young and the old."
Berg Beauge, whose real name is Tony Rosier, is also no stranger to trouble.
The 33-year-old recently finished a two-year stretch in the Joyceville pen, but after returning to school he now has a good job and a promising music career.
He finally decided to "change his ways" after realizing the toll his decisions were taking on his 12-year-old son.
"If I can straighten out, then anyone can do it," Berg Beauge said. "But it's hard work and nobody is going to do it for you."
NES, whose real name is Noel Esso, decided in his late teens to make some new friends and start focusing on school and his music.
Now, at 23, he's raising a two-year-old son on his own and just released his first record
"I want young people to know there are no limits to what you can do," he said. "If I can reach one kid, then I'll have done my job."
The rappers all recognize the public service announcements may not sit well with some.
But Kadar Star, whose real name is Kadar Hall, urged those people to "try to understand what it's all about.
"This is not about snitching," the 19-year-old said. "This is about coming together as a community and doing the right thing."
chris.doucette@sunmedia.ca
Follow Chris @SunDoucette on Twitter
Dr Kemi Omololu-Olunloyo
@HipHossip @Snitchlady on Twitter
Facebook.com/HipHossipMusicFoundation
HipHossip.com
#HHMF
