Interview: Juvenile at the Cash Money Records Turkey Giveaway
Wed, 26 Nov 2014 10:11:55
“I’m blessed,” smiles Juvenile as he surveys the grounds of the 18th annual Cash Money Records Turkey Giveaway in New Orleans, Louisiana. “I’m really enjoying this.”
Those who give the most tend to be the most blessed. Juvie walked around an old hometown haunt, enthusiastically shaking hands, snapping photos with fans, and spreading holiday cheer. Meanwhile, Cash Money Records co-founders and chief executives Bryan “Baby” Williams and Ronald “Slim” Williams also walked through the crowd, speaking to everybody they could and taking picture after picture as volunteers and staff handed out countless turkeys and sides to those in need. Everybody forgot about the news for a moment. It didn’t even matter in the slightest.
Instead, a community propped up its own amidst laughter, smiles, and impenetrable good will. This is what we should be focused on. This is an example of humanity at its finest. Their peers could learn a lot from Baby and Slim, and maybe they’d feel just as blessed…
Slim said it best, “We look forward to this ever year. It’s important.”
“Important” is an understatement.
Simultaneously, the iconic and revolutionary New Orleans rapper Juvenile stands poised to engage his biggest year yet with 2015. He delivers a standout turn on the Rich Gang single “Sho Me Love”. His storytelling remains as vivid as ever, while his soul shines through that inimitable and immortal flow. Get ready.
In this exclusive interview with ARTISTdirect.com editor in chief Rick Florino, Juvenile talks the Cash Money Records Turkey Giveaway, “Sho Me Love”, new music, and more.
This isn’t your first Cash Money Records Turkey Giveaway…
It’s not my first one, but I hadn’t really gotten to experience it like this in a long time. I was at the last one, but the weather was rainy and wet. It was right in my neighborhood though. It was just a bad day for me. I couldn’t hang long. This year, it’s cold, but it’s a little better. I like it.
What do you love about this event?
The whole thought of giving back is a blessing in disguise, not only to the ones who are receiving, but those who are receiving. To us, this is what we want to do. This is what everybody dreams of doing. To be able to do it is a blessing.
You never forgot where you came from.
It’s something. I can’t explain in words what it means to the people of this city. You aren’t looking at just people from uptown. You’re looking at people from all over the city. These people come from far and wide. Some of them are Mississippi down here for turkeys! It’s a great thing. I think when you’re capable and you’re able, you should do this.
Back in the day, was this something you guys talked about doing?
It was originally all Slim and Baby’s idea. I can remember the first day Slim said they were going to do a Turkey Giveaway. I was like, “Man, you serious? We’re going to be in the park giving away turkeys?” It worked out. It turns out there are a lot of people who were there in the first year still there to this day. Every year, it got bigger and bigger.
What does “Sho Me Love” mean to you?
We’re trying to get the video done right now. It’s really about saying, “I miss my people. I’m grateful for what you all did for me. I’m grateful for what I’m receiving now. I’m grateful for the situation I’ve got.” I show love to everybody who showed me love. Right now, I’m on the receiving end, so I feel like I owe a lot of people love.
Does it pave the way for your new album?
Yeah! The good part is that it wasn’t me doing it outside of Cash Money. It’s coming out on Cash Money. It’s an even better thing that Cash Money is involved in it.
Do you feel like this a new beginning?
It’s the start of a new era. The music has changed. A lot of the fan base has grown. There’s a younger generation out here now. We’re trying to appeal to everybody. I agree. I would say this is a new beginning.
How much of your storytelling comes from inside versus what you see?
Most of it comes from what I see. A majority of it comes from what I see, my experiences, and what I experienced growing up as a kid up until now. It’s not just my experiences, but the experiences of some of my close loved ones too. I’ve got a lot of people I grew up with since we were kids who have been through a lot of things. I throw that in my songs.
What are you looking forward to the most?
I’m looking forward to more music and more time in the studio. I’m just getting my feet wet.
What’s your favorite Juvenile song?