Amerie is the perfect example of a person whose physical size does not compare to the size of their heart. Even in the midst of label changes and poor marketing, she has proven her "staying power" by rising, like the mythical phoenix, from the dust.
Amerie's recent move to Def Jam is undoubtedly a calculated move to better her market share in America. Her third project, Because I Love It, never saw the light of day in the States, unfortunately, despite the overwhelming praise the album received in Europe and beyond. So if "Why R U?" is a small indication of what to expect from In Love and War, then buckle up for Amerie's ride to the top of Billboard's music charts.
Upon the release of In Love and War, Amerie managed to squeeze some time out of her busy schedule and settle down for an interview with Clayton Perry — reflecting on Because I Love It, "All Roads," and her new record label, Feenix Rising Entertainment.
A couple of years ago, you were quoted in The Independent stating that your guiding philosophy is "life is what you make it." In what way is this philosophy related to your new imprint, Feenix Rising Entertainment? What's the inspiration behind its name?
My business partner Len Nicholson – he is also my manager – and I started a company and we named it after the phoenix, the mythological bird, because it never dies. It's born out of the ashes, it dies and it's born again. We felt that same way about creativity and art and creative energy – that it never dies. So with our new label, we really, really want to nurture talent. We were already doing that beforehand, but when I switched labels from Sony to Def Jam, we really thought it would be great to branch out and start looking for producers, writers, rappers, singers that we could help nurture their talent. I'm signed to the label now as well. So that's really cool – to be on your own label.
As your career transitioned over to Def Jam, what do you consider to be the biggest professional lesson you learned along the way?
The biggest professional lesson I probably learned is to stay true to who you are and believe in yourself. I don't want to say never take no for an answer but definitely make sure that you don't stop fighting for what you believe in. Whether it's your own sound, whether it's something that you just really feel strongly that should be done – your creative vision or anything like that – just stay true to yourself. That comes from experience. There are so many things that you just have to experience for yourself.
Article comments
1 - Chacob
I've been waiting for Amerie to get this kind of recognition! Well Done!
2 - Jun
Sanaa Lathan, Alicia Keys, Amerie and me in a tub of jelly and I'm GOOD..