Cover Story sponsored by CORE Magazine
De Apostle - CORE Magazine cover story on St. Croix reggae artist November 24, 2007

De Apostle
THE MAKING OF A KING

By: kaya.lah
From Our Nov. - Dec. 2007 Issue

Emanating out of the Harvey Projects in Estate Prophet Hill, a young aspiring musician took up the mantle of his father, Ras Daniel and forged his own way to the top of his class to be crowned “King of the VI.” “I started professionally in the music industry at the age of thirteen. In high-school, I garnered my first air time on the radio played by DJ Poppy Pops, called ‘Good Morning Sisters and Brothers’ which was a social commentary.  It was taking about the murder rate in the Virgin Islands from a ghetto youth perspective, this allowed a lot of people to relate. Then a flurry of heavy hits commenced: ‘Ghetto Life Hard’ and ‘My Vision.’ ‘My Vision’ was really my first big hit, I sold 2,000 copies in two weeks; which is like going platinum in the states.” The songs kept raining in from that point in this artist’s career; like ‘Genesis,’ ‘Who Dat,’ ‘In The Mood,’ ‘I Know’ (which was dedicated to close friend Jason Roberts), lover’s rock hit ‘Black Rose,’ ‘the Realist,’ the collaboration with Louisiana Platinum Artist, Juvenile, ‘Shake It Like A Tambourine,’ and the timeless Calypso hit ‘Can’t Hold I Down.’ The artist is Apostle, the VI’s Tupac of the Reggae Industry, formerly known as ‘Heartless.’ CORE explores the history of this brilliant artist and how he is shedding a new conscious light on the ‘Rude Boy’ image.

CORE: Your previous name was ‘Heartless,’ that carries a different weight than ‘Apostle’…

APOSTLE: I started out being a battle DJ, I used go after any artist in the top spot at the time. I didn’t matter who they were, I ate them up. I was the youngest back then, this allowed me to study the game of battling in dancehall and hip-hop. I used to move from one turf to the next, straight honing that craft.

CORE: How did it change?

APSOTLE:  I got into some trouble in the states; she said that the energy I was creating around me was given power by that name ‘Heartless.’ She came up with name ‘De Apostle,’ and the meaning of the name; Dreamer Educator, A Person Of Sound Talent Life and Energy. The whole package!! My family is Ras Tafari; father, mother, aunts and uncles, so the conscious teachings have been there longer than anything and I finally took that step to voice uplifting music.

CORE: Your family has been a big impact in your music…

APOSTLE: Yes, my father really was like my sensei. Being an artist himself, he taught me how to sing and put together songs. My family members are foundation dreads, it’s not a style thing so conscious living is the day to day livity. Back in the ‘Heartless’ days, my father asked me why I sing songs about the negative aspects of ghetto life: I told him, that is what I see everyday, the depression and violence. He then he explained that as much negative there is, there is that much positive; the simple things like love, peace, and aspirations. That’s really the point were I really started to change what I sing about.

CORE: Most people assume such conscious music would not come from an artist with your image.

APOSTLE:  That makes it hard; people say I make it look easy, but it is hard because I don’t have dreads. In my travels over the world people think this meditation is a dread thing. The thing is positive living and reality is for everyone, white, black, bald-head, dread, Chinese; everybody has the ability to reflect on the Most High, do what is good, and speak what is right. My family instilled in me the love and over-standing of Ras Tafari spirituality, if wanted to be a dread I could have been since young. They also instilled in me the importance of being myself and to be a leader. I am not a batty bwoy, or a killer, I am just being myself.

CORE: Does that assumption make it harder?

Apostle: It does, depending on who you are around, most of my peers hear in the VI do not want to do collaborations with me. That helps with my longevity though; I was being forced to create quality music on my own. One instance where someone took a chance was when a Ras named Alistor put me on a home-grown mix with a producer named Dean. That was the ‘My Vision’ track, and it ended up being the biggest song on the CD and a turning point in my career. In that situation, he took a chance on me and we had a hit.

CORE: What is your involvement with LP Records?

APOSTLE: LP stands for Lava House Records which is the label Alico has and the P stands for Profit Hill Records, which is the label I started here in St. Croix. We combined the two labels together, representing Cruz and Rock City. That is why both of us are CEO’s of the company. They both serve there purpose. The concentration on conscious music is what the Profit Hill label is for and while Lava House concentrates more on dancehall and hip-hop. All my albums have been under my independent labels, which allow me to see the whole fifteen dollars. Another joint venture I am doing with Profit Hill is the Kingdom Croix Label. That is where the new mixed CD, “Armed and Dangerous” came from. It is an extensive collaboration with the legend, Sizzla Kalongi. This mixed tape was first to test the waters in the states, but it reached back home and was an unexpected hit. I did no air play or advertisement and it sold like it was an album.

CORE: From what I listen to the tracks are almost equal between you and DaDa, which says a lot about your lyrical talent…

APOSTLE: Without saying, it was a blessing to work with ‘de big man,’ Sizzla. However, that is what another purpose of the mix tape was: to show that Virgin Islands talent can stand up with anything. It surprised the whole dancehall scene here and abroad. We spit on hip-hop tracks so the lyrics had to be on point, he did a tune then I did one, back and forth for the whole mix. Some Yardies (Jamaicans) were asking me after they heard it, “Where were you born? You born in Jamaica?” They couldn’t believe it, that the VI has it like that…

CORE: What sounds or selectors do you work with in the states?

APOSTLE: I am in conversations right now with DJ Child of Project Groundation. I have to big up Black Chiney, Y2K Sounds, Future Proof and others.

CORE: What is your next album coming up?

APOSTLE: The upcoming album is called ‘King of the VI,’ from Profit Hill/Kingdom Croix Records. We are shooting the video for one of the songs right now in St. Croix…

CORE: Where did that title come from?

APOSTLE: All the labels that I have acquired over the years, people have given me. From Reggae Tupac, to the Realist, and now King of the VI, all were given at different times in my career. People I come into contact love, appreciate, and respect the music and messages I bring.

CORE: How do you feel about the VI reggae music industry at this moment?

APOSTLE: I think it is cool right now, but we are getting stagnant. The industry in the Virgin Islands has been set a certain way because of reggae market in general. We see that foundation roots musicians from here have gained a lot of respect globally like Midnite, Bambu Station, and Inner Visions because most races and nationalities can enjoy and understand Roots music. The dancehall and hip-hop industry are still very much race and nationality based. It is harder to crack those markets on a large scale without the proper resources; we are not from Jamaica or urban America. So most take the Roots route, not because they can’t sing positivism in dancehall and hip-hop, it’s just coming from the VI it is easier to get recognized on a larger scale in that genre. I think with that mentality we are holding back quality artists who grew up in the dancehall or hip-hop culture, and they are not getting to express in the medium that they are most familiar with.

CORE: Any words of inspiration for the up and coming Kings?

APOSTLE: Be committed…Do it because you love to do it, not that you want to. It’s very hard work and with out that love you will fall off. What ever you say be prepared to stand behind it, that’s were that commitment comes in. People will question you about it, and they will know if you truly believe in what you say.

CORE: You want give any shout-outs?

APOSTLE:  Of course to the Most High God, my mother, father, my brother Sinister and family. My daughters Myana and Sian, my queen Magella, Fyah, King, Rambo, Boof, LP Records, Profit Hill Records, Kingdom Croix, Project Groundation, I-Grade Records, all VI Artists, and I can’t forget my fans at home and abroad.

 “Dreamer Educator, A Person Of Sound Talent Life and Energy”
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