News: Swizz Beatz Talks Experimental Album, "Nobody's Really Raising The Bar" [Video]

Tuesday, Apr 6, 2010 1:00PM

Written by Rosario Harper

Ruff Ryders producer Swizz Beatz has updated fans on the status of his upcoming experimental album and explained why artists should challenge themselves creatively.

According to Swizz, this year will be his time to shine and show-off his brand.

"2010, I feel is my graduation year," Beatz said in an interview. "And so I'm gonna graduate my brand, my image, my music, my sound, my audience, my reach, everything. So my album is gonna reflect that. I traveled to different countries collecting sounds and bringing it back to the culture because nobody's really raising the bar. And with music, there are things artists are just getting by with and I feel we just need to bring something more tangible to the table so where it's not like a bubble gum factory where the fans are just chewing up the latest flavor and spitting it out. Music used to be something you wanted to put on your shelf as a trophy because it takes you to a moment in time, it takes you to an era, it takes you to that feeling so I think that adding different elements that's not expected, that's not overexposed, that's something new, we can make those moments in time again." (Rap-Up TV)

Last January, the producer tweeted about using global sounds on his next solo album.

"MY NEW ALBUM IS GOING TO BE OUT OF THIS WORLD 2010STYLE IM MIXING INDIAN MUSIC WITH ARABIC SOUNDS MEETS BDP! YOU WILL SEE.NEW SOUND TIME!," he wrote on Twitter Monday (January 4) morning. "IM GIVING 30% OF THE $ MADE ON MY ALBUM TO ART & MUSIC SCHOOLS IN NEED SO WE CAN KEEP THE KIDS DOING POSITIVE THINGS WITH THERE LIFE ! ALSO FOR MY ALBUM IM GETTING NEW TALENT FROM AROUND THE WORLD TO BE APART OF THIS NOT JUST THE SAME OLD PEOPLE YOU HEAR 500 TIMES A WEEK! I WANT TALENT THATS BEEN LOST& OVER SEEN ON MY ALBUM LIKE FROM AFRICA,ASIA,INDIA,HATI, ETC YOU NAME IT ! ITS TIME TO SET THE BAR HIGH! 2010." (Swizz Beatz's Twitter)

The upcoming solo project would be his latest since 2007.

It wasn't until his first solo album, 2002's G.H.E.T.T.O. Stories, that he started to get notices for his production style and interesting ideas. The next five years would find him landing hit after hit and becoming more in demand with each production. In 2007 he released the infectious single "It's Me Snitches" to promote the coming full-length One Man Band. (All Music)

Earlier this year, Swizz talked about not getting the proper respect for work he has done throughout his career.

"What I'm doing this year, I'm doing a bio on Swizz Beatz," he revealed in an interview. "I'm doing a bio on Kasseem Dean. Some people don't know 70 percent of the work I've done. They know the obvious stuff that I've done. I think that me being so anti-press, so anti-publicist, mentally, it kept me cool, but on themusic level, it held me back. Simple things I see, like ... for people that think me and Bono hanging out was, like, weird, awkward, I know that's a lack of education of who I am. I've been working with rock and roll since way back when -- Limp Bizkit, all these different people from way back when. I still don't get my props like that. But it's cool. When I get it, it's gonna all make sense." (MTV)

Check out Swizz Beatz's interview down below:

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