By Brian Zanzonico
As an aspiring Elmont artist with hopes of breaking into hip-hop a few years ago, Konchis, who was born Destin Snowden, moved to Texas, managed a hip-hop group and cut his own demo record. He returned to New York a few months ago, and during a chance meeting managed to slip his demo to a record producer. Now, with his first single, "On the Way Up," available on iTunes and the Internet radio station www.live365.com, Konchis, 25, is primed to tell the world his story.
Just don't call him a rapper. "I tell everybody I'm a philosopher with a flow," he said in an interview last month.
On a wet night in Manhattan's Meatpacking District, Konchis and his producers, Ty Real and Jessi Jordan, are huddled around a table in the rooftop lounge of the Gansevoort Hotel, a posh hot spot where mixed drinks are $14. Partners in Manhattan-based Black Listed Productions, Real and Jordan have produced songs by the likes of Pink and Beyonce. The duo have been in the business for years, and see a disturbing trend taking place in hip-hop. Real called it a "cookie cutter" effect. Jordan dubbed it "fast food hip-hop" - soulless music from artists who sound the same.
Rock experienced this dilution toward the end of the grunge era, in the early '90s - similar sounds, messages and voices. In Konchis, Real said he has found a unique talent with the ability to set himself apart from the pack. "He has a realness, which is why we chose him," Real said. "His sound reminds us a little of Jay-Z, LL [Cool J]."
Real called Black Listed Productions' discovery of Konchis "kismet." Konchis was in a store in downtown Manhattan and spotted Jordan wearing a T-shirt of an artist he likes. He walked up to her and complimented her on the shirt, and she told him she produced the artist. Konchis told her he too writes and sings, and they exchanged cell numbers. The next day, he gave Black Listed his demo.
"Ty actually left the CD on and let it play," Jordan said. "He never does that."
Said Real: "I was like, 'Wow, nobody ever said it like that before.'"
Snowden attended Elmont elementary schools and Floral Park Memorial High. But you won't hear references to where he was brought up in Konchis's music. Notorious B.I.G. built his career on discussing Brooklyn, and Snoop Dogg seared Long Beach, Calif., into the public consciousness with constant references to his tough hometown. Konchis represents Long Island with a "Strong Island" shout here and there, but he'll never mention Elmont by name.
"I don't glorify street life, drugs," he said. "Elmont, it's crazy. There are a lot of drugs, crime. I had to grow up quick, like in the city. I got into trouble. But anything bad molds you later in life. I've been molded into the man I am today. ... I was on the street a lot. I don't glorify street life or drug dealing. It's a part of my life I can't deny. But I like things in life, and edit that way."
On the chorus of "On the Way Up," Konchis sings, "On your way up everybody try to bring you down/I just want you to love me, love me." It's an apt title for a first single, and Konchis said it's a song about the short life span at the top of the music world. "Everyone on top has to fall, to come down," he said. "Everyone's guaranteed to die."
But Konchis plans to be around for a while. And he hopes to make his mark not only behind a microphone, inspired by hip-hip impresarios Russell Simmons and P. Diddy. He even gives a shout to Virgin billionaire Richard Branson in "On the Way Up."
"I'm inspired by the moguls, the business leaders," he said.
But that's all down the road. First things first. Black Listed and Konchis hope response to "On the Way Up" on iTunes and live365.com will lead to air play on mainstream hip-hop stations - and that the public will soon learn that calling Konchis a rapper is a derogatory term.
"A rapper is someone who knows how to rhyme," he said. "They'll tell you they've got the X-factor, the swagger, the aura. An artist creates."
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