American Aparrel.  H&M.  Urban Outfitters.  They all need to respect the architects.  Alex Ludovico and Douglas Martin not only have worked together in the past and are gearing up to release another project titled Winning/Losing, which finds Alex soundclashing with Dilla, Madlib, and Blurry Drones, but both of these fools wore rocking the flannel/tight jeans/studded belt/moccasin look in ’07.  Alex hails from Gary, Indiana, birthplace of the Jackson 5 and Glenn “Big Dog” Robinson, not exactly a trendsetting town.  And Douglas rests in Seattle, the Mecca of year round flannel.  Obviously, their common fashion interests are so ahead of the curve they’ve  kept Mosimo and the young adult section of Target bubbling.

But this ain’t the Cool Kids or a Wale write-up; there’s more to the music than the fitted hat selection.  Alex Ludovico is a hellraiser on the microphone, an endless supply of energy equal parts Pharcyde and a young Busta Rhymes.  I came across him back in ’07 via 33jones.com when he was rapping under the moniker Ill Eagle and thought, “Hmmm…this kid could be onto something.”  Re-emerging years later with a name swiped by Clockwork Orange (Cage would’ve been furious about this in 1997) and a propensity for well-honed tracks that spew classic braggadacio and honest self-reflection, there’s really no one out today that sounds like the kid in Chicago with the unironic Suicidal Tendencies t-shirt.

After Alex let me jump on “Liquid Swords” freestyle for his coming project Winning/Losing, I returned the favor by getting him involved on Nex Millen’s Broad Street Bully remix of “Eric Lindros”. My only criteria for features is that the guest brings a specific voice and style to a specific song.  Also, they need to reference one great HBO show.  Alex nailed both; his dismantling of overnight pop rappers plays into the overlying theme of “Eric Lindros” and Eric Lindros the NHLer who never met expectations, and his reference to Kenny Powers of “Eastbound and Down” not only is directly in line with the sports/rap metaphor but fucking great because Kenny Powers has an arm like a goddamn rocket and the mind of a fucking scientist.

It’s time for Alex Ludovico to Learn You Something:

1. At what point did you realize music was what you wanted to do?

I decided to do music, in the back of Physics class, 11th grade. I’d been freestyling with a bunch of my friends during lunch and I realized that this was the first time I’d spoken to over half of the kids in school. It gave me a voice and made me feel important.

2. How has Indiana, and now Chicago, shaped your sound or molded you as a MC/producer/DJ/etc?

Born and raised in Gary, IN! Gary is a violent, dirty place. It taught me to watch my back and make sure I take care of myself. I think that’s responsible for my forceful delivery. Fortunately, an advantage of Gary is that its only 30 minutes from Chicago, which is where I currently spend my life. Living there exposed me to so much I’d been longing for, like diversity and culture. Chicago turned me into the culture freak that I am today.

3. Who are the people you look up to and learn the most from?

I’ve always kept a really small circle of close friends but a massive network of good friends. (Dunno if that makes sense to anyone else, but it sounds perfect in my head.) I’ve always made it a point to try to learn from everyone I come in contact with ever. That being said, my buddy/engineer Sammy K is a good friend that musically I’ve learned quite a bit from when it comes to recording. Then my fellow music friends like Dutch, Jaret O’Neill, the Dutchmaster, Karl G, Will Seals, JT, Kenny, and a select few who’s opinions I trust above my own.

4. With everything you’ve learned thus far, what do you wish you could have told yourself at the beginning? Would you have done anything differently?

I wish I would have told myself to focus more on developing a persona instead of rushing to put out the first 12 songs I recorded. I wasn’t prepared to be releasing material and now the only time I listen to my super old material is after a night of binge drinking when inducing vomit is necessary. I also wish I would have waited, built up a name through single song releases instead of just focusing on albums. But that was a side effect of being a music junkie who’s obsessed with the concept of albums.

5.  What’s hard for you?  What do you struggle at?

I struggle with my overactive and over-analytical brain. I focus way too much on things that people don’t care about and don’t pay attention to. I wish I could put my finger on the intangibles I seem to be missing that would put me fully over the top. Also, I wish I was a little bit taller, I wish I was a baller, I wish I had a girl who looked good I would call her……

6. Here’s a scenario: tomorrow you become the CEO of a major label. What are the first 3 things you would do as the boss?

Step 1: Abolish the 360 deal. (I understand that labels need to make money too, but that thing is just the FUCKING DEVIL.)

Step 2: Figure out ways to monetize things like streaming and youtube views. (It can be done, just no one has quite figured out yet.)

Step 3: Return to the old model of putting the album out and letting it build steam as opposed to the “gimme, gimme”, “first week means everything” method of today.

7. What are some of your favorite albums?

In no particular order: Nirvana In Utero, Bloc Party Silent Alarm, Murs Murs 3:16 The 9th Edition, Dizzee Rascal Boy In Da Corner,Luomo Vocalcity, Refused The Shape of Punk to Come, Mitch Hedberg Mitch All Together, The Dismemberment Plan Change, Royce Da 5’9 Death Is Certain…..this could go on for days.

8. What is inspiring your work right now?

At this very moment, I just got into a new relationship so that’s pretty inspiring. Break-ups and hookups inspire quite a bit of what I do. I’d also have to say listening to alot of the new “up and coming” MCs is inspiring, only because it makes me come that much more polished and on point. Also, the streak of awesome weather in Midwest is really inspiring. Also, movies and television are always constant sources of inspiration because I’m a pop culture junkie of the highest order.

9. What advice would you offer to someone getting in the business at this time?

Take your time. The pool of musicians just continues to grow and grow and grow every single day. Make sure that EVERYTHING you release, you truly believe in and that it can stand up in this crowded market place.

10.  Any words to live by?

“To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment” – Ralph Waldo Emerson

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