I don’t know if you guys know, but yes he’s back on the scene. He has a song floating around (and I’ve been hearing it a lot) called “When It Hurts.” Check out this Q&A he did with SOHH’s Soul Rebel.
Soul Rebel: What’s good with the new label? How did the change from Geffen to Capitol come about?
Avant: It was the perfect time to retire from the last label, I could’nt be mad at them because they gave me 10 hits, now it’s time for me to give Capitol records 20 more hits because the focus is on me now. I just want to give them great music. I went in the studio I didn’t go with a blueprint, I just want to put great music out.
SR: Your new album comes out December 9th, what songs in particular are you looking forward to people hearing?
A: I worked with different producers, so I got my man Smurf, Mr. Collipark from Atlanta on the album, I got Snoop Dogg, I got Anonymous Records those guys worked with me on “4 Minutes” as well, I got The Architects, I got this new cat Dante Winslow on the record as well. The album is diverse, it has a lot of different producers but I didn’t get away from the format, about lovemaking and I love you, you hate me, I gave them exactly what Avant does well.
SR: I noticed there is a song on the album called “French Pedicure” what’s up with that, you got a foot fetish?
A: Yeah I got a foot fetish and I wanted to bring it across on the record. But it’s done real tastefully. Basically I’m talking about her legs in the air, I like to see them in the air.
SR: Wow interesting… So what artists do you listen to for inspiration?
A: Right now in my iPod I’m listening to Jazmine Sullivan, my girl Brandy and I gotta show love to Alicia Keys. I’ve just been bumping people that are really passionate about singing. That’s what I’m listening to right now.
SR: How’d you come up with the video concept for your first single?
A: The concept came about by the first thing coming out of my mouth. ‘Can you take me telling you the truth when I know the situation looks shady?’ Sometimes when you talking to somebody and they like ‘Yo but I seen you with this person and this was going on,’ but it’s not clear because it isn’t what you see. It could be my cousin, it could be my aunt, anybody, someone you just don’t know. It’s hard to explain something that someone sees so clearly. Video-wise I tried to portray that it was hot outside, I fell asleep in my car, they didn’t show it but they hit me with some chloroform and they knocked me out and started taking advantage of me with the picture. My girl sees this on the camera and says how in the heck are you telling me this is did not happening, but I have no idea because I’ve been knocked out. That’s the whole nature of the video, but it’s also saying that at one point a relationship is definitely gonna hurt. It’s the truth. Everyone is watching reality TV, but I want to bring reality music. It’s definitely going to hurt but can you love me through the pain? Anytime you are in a relationship for an extended amount of time you know, there are times when you are like ‘Wow, I didn’t even put this in the forecast,’ but sometimes you gotta gauge if it’s worth being in or should I cut out? Anybody that hasn’t been in real love, this is what you gotta deal with, so prepare yourself.
SR: You’re a songwriter so how many of these situations are really personal?
A: I’m blessed to be able to say that these songs – some of them are truly about me but some are about what maybe my brother or sister went through. I’m the type of writer that can make everything sound like it’s a song about me but there could be a lot of things going on in the record.
A: I’ve been in the game for 8 years now, my first record was more just about learning, my second record was about learning, my third record was even about learning. By my fourth record things were going kinda crazy within the company but that’s when I was at the point that I wanted to teach people what I learned. This record as well , I’m at the point I wasn’t to show everyone what I’ve learned and the respect I have for all these producers. I’ve worked with Puffy, Jermaine Dupri, Rodney Jerkins, The Underdogs, Snoop Dogg, 50 Cent, so it’s like wow I’ve worked with a lot of people so for me to pick one person from those people, never. I respect how everybody do what they do. I just want to show people what I’ve learned from those guys.
SR: Who have you most enjoyed working with over your career?
SR: What’s the biggest misconception about Avant?
A: That I am R. Kelly’s brother, cousin or any relative. I’m not related to R. Kelly at all. I don’t know exactly how far the misconceptions go but I want people to know that I love music and I felt like I had to get away from that company because I wanted to take my life to another level in music.
Want to leave Avant a voicemail? Give him a call at 216.503.6875 and he might just call you back.
