Toronto, ON – It’s only February, but this could be one of the biggest singles we see in 2017. Over the years, I’ve been blessed with the opportunity to closely witness the growth of countless artists and musicians during their developmental stages. Some have faded out over time for various reasons, and even less have been fortunate enough to see their passion for hip-hop blossom to sustainable careers. And when a career does bloom, it’s often at the hands of one big single that transcends an artist from hobby to business, and tends to be a breakthrough for the artist creatively. Whether it’s finding their voice, or even just figuring out what they represent as a creative force, having the right record is like holding a winning lottery ticket.
I’ve covered Peter Jackson’s growth as both an artist and promoter for over a decade now and have not only been impressed with his development as a recording artist, but also the influence he’s had on the Canadian scene during that time, and the unwavering support he shows his creative countrymen.
PJ’s had big records before – going even further back than the 2010 released “Ma’Ma / Simple Man” featuring Die Mannequin which made me a fan – but this new one is a game changer. As PJ remarks in the interview I conducted with him about “On A Wave,” echoing the exact thoughts I had after first hearing the song: “I was always told by a few close people that once I learned to put my personality on record, I would win in a major way.” PJ learned, and this Sheldon Moore and David Neale-produced banger is the result. And just the beginning of a new stage for the 9-0-Nickel artist and CEO.
The video is on the way but for now we’re celebrating “On A Wave” as our latest Song of the Day as he gears up for the release of the album it’s featured on, Married To Success. Check it out below along with an exclusive Q&A with PJ.
“I thought I knew it all before, but I didn’t… I thought I worked hard before but I wasn’t… she is my whole world.” – Peter Jackson
Q&A: Peter Jackson
Interview conducted by Jesse “Dutchy” Plunkett
HipHopCanada: PJ, first off congrats on your hot new single! Incredibly catchy with big lines through and through. I swear I’ve had “we on our way, we on our way, we on our way now” in my head since first hearing the track. You’re making new records all the time. What inspired this one in particular and did you expect the positive response you’ve been seeing?
Peter Jackson: Honestly this record is really my life, and it’s where I am actually at in my life. I am just turning 30-years-old now, I have a beautiful wife and two kids under 2. The up’s and down’s of the music industry and the fight to make a living doing what I love. I was always told by a few close people that once I learned to put my personality on record, I would win in a major way. I’m not surprised with the great response because this is not just my story, it’s a lot of people’s story.
HipHopCanada: No doubt, just looking at the track credits, you can tell you really went in to this one to win. Produced by Sheldon Moore and David Neale, mixed by Grammy Award-winning producer and Chainsmokers engineer, Jordan “DJ Swivel” Young and mastering by another Grammy-winning engineer, Chris Gehringer. Can you touch on how the track came together?
Peter Jackson: I was working on my new project Married To Success with DJ Marley Waters – who wrote and produced some of the biggest records in the world right now – and we came up with this at Sheldon Moore’s studio. My managers Askia and Chad are close with Marley and Jordan so it just worked out great. I have been working with DJ Swivel on a lot of music lately as well so timing just worked out perfect to be honest.
HipHopCanada: One line that really stands out to me is “I’ve got a daughter on the way I need to win.” We both had our first kids around the same time and while your reputation for being a hard worker precedes you, I noticed fatherhood seems to have kicked you into high gear. What has fatherhood taught you about yourself?
Peter Jackson: Everything. I thought I knew it all before, but I didn’t… I thought I worked hard before but I wasn’t… she is my whole world. I never grew up rich, but my parents worked so hard to make sure me and my sister had every single opportunity in the world and we never wanted for nothing. I feel like I need to do exactly the same. I’ve never had a 9 to 5 job last more then the probation period (laughing), so I have no choice but to work 100 times harder and smarter right now. I am a better person because of her, and my wife is unbelievable. She is the one behind me making sure I am working as hard as possible and taking care of home the correct way.
HipHopCanada: I’ve been lucky enough to see a sneak peak of the video and have no doubt it will be as well received as the song itself. You enlisted up-and-coming director (and actress) Cat Hostick to get it done. Was there something particular about Hostick’s style that you were drawn to?
Peter Jackson: It’s crazy that you say that because there really was. Her boyfriend and business partner, who was the Director of Photography on set, Russ De Jong, is amazingly talented and he did the We The North campaign for the Toronto Raptors. I was a big part of watching that like any other fan and I loved it. I literally had 4-5 other directors send treatments, and I even picked another director that I love to do the video but then I remembered what Russ showed me with Cat and that was the look I wanted. She captures real life in real time and that’s what I wanted. They are an unbelievable team and super talented.
HipHopCanada: What can people expect from the video treatment, and when can people expect to see it?
Peter Jackson: It’s really my life, it’s the path I am on. It’s my story of a strong woman behind me supporting my dreams, the family, the houses, the cars, the struggle, the glory, everything. It’s my come up, and my reality check.
HipHopCanada: Kardi was pictured with you on set of the video. Does he make a cameo and do you guys have anything in the works?
Peter Jackson: He came through to show support and love like a real one. I am about to do everything he did and accomplished plus more from learning from people like him. Hopefully we can cook something up soon as well.
HipHopCanada: Congrats again on your deal with Timeless Music Management. Now that you’ve officially announced you’re working with Askia Fountain, have you ironed out any plans for the foreseeable future, aside from getting this single everywhere possible?
Peter Jackson: Yes, I’ve been with him for about 3 months. We finished a full EP about a week ago with six singles, and we are shopping it and taking meetings as we speak with all the majors in the US. He has been a great asset to our team.
HipHopCanada: You’ve always been surrounded by a strong team. I wanted to give you a chance to plug the fam and mention any other projects coming through 9-0-Nickel or your other ventures.
Peter Jackson: Much love. I still work close with Zaze and Flex The Antihero, who are both doing solo projects. Flex has a project out now that he is pushing that is incredible and Zaze is busy making that raw hip-hop music. My brother and artist, Bandit, is away for a bit right now but when he’s back he will be right with us at every party and tour stop, working like normal. He is the one that told me to do the Maino tour because they have a single together. If he was home that would have been his first Nationwide tour.
DJ Young Legend is also a strong part of 9-0-Nickel and he is running the club scene right now in Toronto. He’s also my tour DJ. DJ Tyco is now over at Real Sports working as a DJ and Maximum FM as well. He’s played a major role in our live shows, and my sets as well when I was in between DJs. We also work very close Chance of Royals Promotion who handles a lot of the street promotion for 9-0-Nickel’s live shows, and he runs a music series called Royal’s Music Series with local up and coming artists, which is very dope. He has been a huge part of 9-0-Nickel’s success.
Most recently, our brother and Boxer, Brandon “BadBoy” Cook is 18-0 and #1 in Canada. That’s who I do all my charity work with and we support him 100% in everything he does. I then work with Eyes of Parma Media / Media Music studios, and him and I run a company called Tyme Mgmt (which is owned by 9-0-Nickel and Media Music) which holds an unreal roster of artists, producers, singers, songwriters, and now directors with the addition of Fatty Soprano and Shutter. The producers, writers and singers are Ryan Metcalfe, Pilot Beats, Kal Miller, SoundSmith, BYDK, Scrwg Scrilla and more. My management team, assistants and brother companies round off this unbelievable company that is truly on the rise.
HipHopCanada: One thing I respect about the song and video – and we touched on this before – is it really emphasizes how much your girl means to you and how much of an impact she’s had on your come up. The part where you appear speechless at seeing the view count on the video, and she grabs you like “you got this” is especially touching. I also mentioned to you before that I was feeling the cameo you gave your kids in the video, really making it a family affair. How involved is your immediate family with your music career? How did they react to hearing the new single?
Peter Jackson: My wife is everything to me. I mean, she’s known me since I was like 14-years-old. She understands this better than anyone in my eyes. She really gets it, and really wants to see us win. That’s our relationship, she knows it’s real because it pays the bills and puts food on our table, but before that, she was really in my corner at my shows just supporting. I love my daughter and son so much so it meant a lot that they are part of this new record.
HipHopCanada: Speaking of big records, the JUNO Award nominees were released today including Rap Recording of the Year. How do you feel about the nominees and who do you think is walking away with the hardware?
Peter Jackson: I think Drake or Tory Lanez will win. Drake had the biggest album in history last year. Makes sense. Tory had an unreal year as well.
HipHopCanada: Anyone who knows you knows you’re a huge fan of the Toronto Raptors. The team is sitting in third in the Eastern Conference. How do you feel about the season so far? Any plans to cook up a new anthem should they make it to the post-season, as expected?
Peter Jackson: Yes, we are in talks with MLSE right now to make it work. I think we’ll end up in second in front of Boston and behind Cleavend, and we’re going to fight through the playoffs again. We need one pick up though!
HipHopCanada: Last but not least, we couldn’t do an interview with you without at least discussing some upcoming tours, since you’ve always got at least one or 2 on the go. What’s next and and what’s coming?
Peter Jackson: I’ll be back on the road with RiFF RAFF in a few months for half the year and my company is about to announce three Canadian tours this month. So stay tuned!
Interview conducted by Jesse “Dutchy” Plunkett for HipHopCanada
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