Rapper, songwriter and producer Big Boi always adds his regal touch to his music, so it is befitting that he is first in line of influential artists and filmmakers to launch The Crown Life. The entertainers were given the opportunity to develop interestin
Rapper, songwriter and producer Big Boi always adds his regal touch to his music, so it is befitting that he is first in line of influential artists and filmmakers to launch The Crown Life. The entertainers were given the opportunity to develop interesting and engaging content that illustrates The Crown Life.
“The Crown Life is basically celebrating the small moments in life. Whether it’s a job promotion, or just a hard day at work. You want to sit back with a remote in your hand, and just kick back like a playa, and get you one,” Big Boi told the Defender.
The campaign also features a new liquor venture, Crown Royal Black whiskey. The rapper was recently in Chicago for an exclusive event showcasing his new limited edition twist to the iconic packaging.
“Crown Royal Black speaks for itself. Royalty came to get royalty to represent it. I changed the color (of the Crown Royal bag), put gold thread on it, with the Sir Lucious Left Foot (a nickname he uses to refer to himself) crest, and my signature,” he said.
Born Antwan Patton, Big Boi is one-half of the Atlanta hip-hop group, OutKast. In 1994,Patton, along with his rap partner, Andre 3000 (nee Andre Benjamin) released their debut, Southernplayalisticadillacmuzik on LaFace Records. The 70s-inspired, Player’s Ball and the motivational, Git Up, Git Out were instant hit singles. The pair went on to record and produce five studio albums. Their 2003 double-packaged album, Speakerboxxx/The Love Below garnered the group an album of the year Grammy award.
“We’ve done something that no artist in the genre had done. It’s like the SuperBowl ring,” Big Boi said about receiving the honor. The group is on hiatus and in 2010 Big Boi released his solo debut, Sir Lucious Left Foot: The Son of Chico Dusty, to favorable reviews and sales.
To further his demonstration of what the Crown Life is, cameras filmed Big Boi inside his recording studio – which he named Stankoni – preparing for a 2011 Grammy performance, and his favorite haunts in his Atlanta hometown.
The question is inescapable: When will OutKast release another album? Big Boi is mum about the details.
“We got a surprise coming up,” he said with a smile.
In the meantime, the rapper is currently in the studio with Reggae legend Jimmy Cliff.
“We got a jam on him,” Big Boi announced.
He’s also working with indie rock band Modest Mouse.
“We’ve already done three cuts for them,” he said.
Big Boi is a music fanatic, with over 10,000 songs on his iPod.
“I listen to everybody. From Johnny Cash to N.W.A,” he said. He counts Mississippi rapper Big K.R.I.T., singer Janelle Monae and Atlanta rapper Pill high on his playlist.
“I’m a fan of lyricism. Music is in a cool space right now. It’s a gumbo, you just gotta reach in the pot, and get out what you dig the best,” he said.
Big Boi is no stranger to the design world. In 2002 he established Outkast Clothing. The line included varsity jackets, hats, T-shirts and jeans. So desiging the Crown Royal bag for The Crown Lif Artist Signature series is familiar territory for the rapper.
“Anything where I can have creative input is definitely challenging me,” he revealed.
The Crown Life is also launching limited edition custom apparel including a pocket watch designed by Complete Technique, a weekend traveler bag designed by Brian Wood, Rocksmith sunglasses and a varsity jacket by Undrcrwn.
“It was an honor to be a part of (The Crown Life) launch. I’m glad to be here. Living life and lovin’ it,” the rapper concluded.
Copyright 2011 Chicago Defender
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