Def Jam rapper Asher Roth has penned an open letter to supporters explaining his elusive music career since blowing up in 2008 and why he is taking the road less traveled.
After describing his overnight success four years ago and trying to push self-expression against the music industry’s need for radio-friendly hits, Roth admits he does not regret his recent hardships.
“Still there’s nothing I would change about these past 4 years. I’ve learned too much. I’ve learned about who I am. I’ve learned about where I am. I’ve learned about what I’m doing. I’ve learned about picking your battles. I’ve learned about patience. I’ve learned about communication. About being part of a team. I’ve learned to shut up and listen. These last few years have instilled in me an understanding that vision and commitment go a long way. That the scenic route takes time and isn’t easy but it is by far the most rewarding. I’ve learned to spend time with people you love. Doing what you love. To surround yourself with people who inspire and believe in each other. People who encourage you to just do your thing.” (XXL Mag)
Asher even reveals his decision to depart from being associated with Def Jam’s parent company Universal Music Group despite how difficult an independent grind is.
“That is why I’ve decided to stray from the path UMG has laid for me and continue on the scenic route. I prefer to relay my music directly to my fans. Show them what it is I see. Share with them what it is I think. I enjoy letting you hear free-flowing ideas recorded in basements and broom closets. Who cares that they will probably never be heard on the radio? I want to be proactive and not reactive and I would rather nothing get in the way of the relationship I have with my family, friends, fans and my music. I encourage you all to do the same. Do your thing. Do it every day. Do it unapologetically. Don’t be discouraged by criticism. You probably already know what they’re going to say. Pay no mind to the fear of failure. It’s far more valuable than success. Take ownership, take chances and have fun. And no matter what, don’t ever stop doing your thing.” (XXL Mag)
Today marks the release of Asher’s latest music project The GreenHouse Effect 2.
Good news, Asher Roth fans: a new project is finally on the way. The Blonde Bob Saget yesterday announced The GreenHouse Effect Vol. 2 — the sequel to his 2008 mixtape which helped him land on XXL’s 2009 Freshman cover. Although no release date has been given, June 13 will mark five years since the original GreenHouse Effect hit the ‘net. Hosted by DJ Drama and Don Cannon, the project will look to hold us over ’til Roth’s long-delayed sophomore album arrives. (Miss Info TV)
Last September, Asher said Def Jam had no interest in rushing out music and concerned itself in a project getting the most promotion as possible upon its release.
“I would like it to come out by the end of the year,” Roth said in an interview. “It’s like all these rules, all these unspoken rules. It’s like, ‘Oh, we’re not going to drop something in the fourth quarter, because if I drop it December 18, the whole world resets on the New Year, so you’re only getting like 12 days of real promotion until like budgets and all this weird stuff resets. You might as well just drop in January.’ … I’ve always broken my music on the Internet. ‘I Love College’ was a MySpace record before anything else. So I’ve always used the Internet to my advantage, so it’s tough when someone says, ‘Hey, no, hold up. Wait, wait, wait.’ Because the Internet waits for no one. … I wouldn’t have changed anything because I’ve learned so much from my experience. … Just understanding that life isn’t fair, and then you have to see your obstacles and go ahead and overcome them.” (Sways Universe)