"If you don’t have a ‘Rocket’ in your pocket (Choclair) or are on the verge of stealing someone’s ‘Sunshine’ (LEN), the majors don’t seem to be interested ", Chief Meliq, one half of the T-dot dynamic duo-- Babylon Point, bitterly states in response to the major labels in Canada. Meliq’s exasperated response is an understandable one, as very few signed American acts can pit themselves against Babylon Point.

With the ban of mixtapes, government pimping of hip hop venues, production of corny urban TV series (Drop the Beat), and not one black radio station on the dial; you’ve got to wonder what the heck is going on up there? Why does the monetary muscle choose to snooze on urban opportunity? The Major’s Siesta has dozed off on ill-soaring acts like Saukrates, Kardinal Offishal, Brass Munk, Thrust, Monolith, Buck 65, Obscure Disorder, Swollen Members and many other sweltering Canuck flames.

Success stories like that of 24-year-old Kareem Blake a/k/a Choclair, leave finger crossed acts with a sense of hope. Label giant, Virgin, with the assistance of Priority, have helped put the Chiz Chiz Knocka on top. His libidinous lyrics and carnal content leave women lusting for the hairy chested Sexual. His Ice Cold release attacked south of the 49th parallel, with nation wide touring, raiding the US Circle style.

Although Choclair deserves recognition as Canadian hip hop’s first major label MC, many heads believe he is no different from the rest of the hip pop they bump on dance frequencies. With Saukrates on the hooks, Kardinal generating the beats, and collabs with such artists as Xzibit, Guru, ODB, Memphis Bleek, one would think Ice Cold would be a time-honored bombshell it’s not. Brains were a major ingredient in Choclair’s earlier material, unfortunately these days, it seems he prefers brain to be given rather than used.

The undisputed fact that Choclair is a hardworking MC, proves his hunger for chart-climbing supremacy. With the pressure of commercial success comes the traction of opening doors for other acts, and enhancing Virgin’s returns of Ice Cold investments. Even though Canadian acts have had US releases in the past (Kish, Maestro), Choclair played the lab(el) gerbil, testing red white and blue waters. Along with Choclair, the success of the Rascalz(Red 1, Misfit) has sparked major interest in urban geared genres. Few labels have urban departments, and even if they do, senior level executives wouldn’t know hip hop if Rakim married their daughters.

The response from the industry when asked, "Why are Major Labels so hesitant in signing homegrown (Canadian) hip hop?", was pretty much the same.

Day (Choclair’s Manager/ Kneedeep/ Raze Records)

"There's no urban A&R staff in Canada. The A&R people at Canadian majors didn't grow up on hip hop and don't know it. It's up to the hip hop community to learn how the business side works so we can incorporate good hip hop into the corporate world of music."

Mastermind ( Dj/ Energy Radio )

"There are no A&R reps in this country that can effectively market & produce a great Hip-Hop record...The Choclair project which was probably the closest thing to a great Canadian Hip-Hop album that was put together by a team of 5 guys. And still the album could have been much better. These labels and A&R's can't tell the difference between good/great & bad Hip-Hop!! It's the same as if someone hired me to find the next Shania Twain or Garth Brooks, I couldn't do it cuz I'm not qualified to do it. So, until the labels hire the right people (such as prominent DJ's or Artists-who have a sense of what's good) to be the Rap A&R's we will never really see a big surge in domestic signings."

Sol G (Figure IV/ Rascalz Manager)

"Quite simply because they do not understand it there fore they are hesitant. Now that they have sent the success of RASCALZ and Choclair they are all interested in doing projects. Their biggest problem is that they have not stepped out and empowered people with Hip Hop sensibilities in their A&R departments. I believe that soon we will see the majors connect with the community at that level. Then we will see more artists signed. It is all coming together slowly but surely."

May 19th (Brass Munk)

"I think it is out of fear...labels are afraid that Canadian acts don't have what it takes to compete with the big dawgs (US acts)...a lot of people tend to over look Canadian hip hop because it is from Canada...I go to school in Los Angeles (UCLA) and a lot of people frankly do not know about the urban culture in Canada...the only person right now that is making major noise (in hip hop) is Choclair because he is signed to a major label...how did he get signed? Virgin saw something in him and took a chance...labels need to take a chance in artists they believe in and allow a relationship to take place, which consists of artist development...the talent is obviously out there in Canada, but the mentality of making things happen is rather slow....that's why some urban acts (Deborah Cox) go across the border to make it happen...the results speak for itself concerning her case...if a Canadian group has potential talent to take it to the next level in music, major labels need to really consider working with that group...put out a single and see what happens...take a chance!"

Thrust (Blue Print)

"Canadian labels have only started to pay attention to urban music over the last 4 to 5 years. There still is alot of ignorance that exists when it comes to our music. at present there are only three labels ( Virgin, BMG,& Universal ) that actualy have departments that are set up to work the music. None of these though have A&R's or A&R consultants who attempt to go out and sign talent. Besides the Rascalz & Choclair who all went the independent route for years before signing, no label has yet to step up and make a firm commitment to this genre. The problem isn't that they think that it won't sell, the problem lies in the fact that they don't understand the music & are not yet willing to hand over the signing power to those who have the understanding. When this happens then we can all enjoy hearing the music we love, but from our own perspective."

Kwame (Dj/ Kiss 92)

"I feel that they are not sure that hip-hop in Canada has proven itself. Labels we can't forget are businesses, and as a business they have to make smart business moves. Now, the problem is they are just satisfied with the Canadian scene as it is, their making enough money for there families so their happy. Since Choclairs album is doing well these same business men will start to look at urban music because now they will see more money that they can make. The key is that all the urban artist make sure they handle their finances and make that money man!" While the A&R Siesta continues to snooze, Canadian hip hop detonates. How can labels sleep on Saukrates uttered Action, Buck 65's nerd-like Centaur metaphors, Kardinal's soka stylings, Obscure Disorders Maintaining of Focus, Babylon Point's Camel Clutchin' of mics, Brass Munk's one-two word play, and Swollen Member's poetic Sunburns? I guess that when things get that hot, people tend to nap.