LIGHTS, CAMERA, COMMON!
Common has a presence. It’s not the cocky swagger you’d expect from a famous hip-hop artist, it’s better. It’s positivity. In the midst of promoting a memoir, a TV show and his ninth studio album, you could say he does it all. And he really does. Presenting themes of motivation and inspiration throughout all of his projects, he reaches his audience with a contagious enthusiasm. A couple Fridays back, Common stopped by New York ad agency McCann Erickson, to share a bit of what’s been going on in his busy schedule.
BOOK.
Covering an unfamiliar territory, Common just released his first memoir One Day It’ll All Make Sense. Initially thinking he was too young to write a book about life lessons, he decided instead to embrace an opportunity. By implementing the voice of his mother, the book carries out themes of how their relationship shaped him while growing up in Chicago. Because of his mother’s love and guidance, he writes to influence his own daughter and her generation. Common admits he’s gotten more serious and socially conscious since his daughter was born in 1997. Although he writes with her in mind, he promises to keep the stories real. “There’s still a time when the kids gotta go to bed!” he laughs.
SHOW.
Acting has become a favorite interest of Common’s over the years and he’s extremely animated about his new role in the upcoming series, Hell On Wheels, premiering on AMC November 6th. Taking place in 1865, Common plays a strong black man with a lot of depth. As a recently freed slave, his character deals with varying issues of greed and justice, and must find his own place in the fast-moving world of the First Transcontinental Railroad. Common told us a gripping story about how his research for the role had a personal impact. In just one day, he visited a former slave-labor plantation and then attended a White House poetry event where America’s first black president now sits in office. A smile comes to his face as he acknowledged, “Yeah it’s awesome to see that it’s all come full circle.” Enough said Common, we agree!
SPOKEN WORD.
Common’s invite to the White House prompted some political criticism though, when Fox News referenced a line about violence from his earlier work. Common answered that this isn’t his normal message, and when he took the stage at the First Lady’s poetry reading, he performed a very positive piece titled “Believer.” The poem is an important stimulus for his latest album and is featured as the last song on The Dreamer, The Believer. Just as the book is written from an honest and coarse perspective, so is this diverse new collection of songs; some romantic and some more raw. Specifically, Common likes writing and rapping about love. He believes that even if lyrics have controversial words or cruel pictures, it’s the intention and energy behind the story that’s most important. He doesn’t make excuses for this approach, but instead smoothly explains, “This is me. Dirt I did, goodness that I am.”
MUSIC.
For this album, Common collaborates with producer No I.D., who he worked with on previous albums. Because they have a long history rooted in Chicago, Common says working with his old friend “is like coming home.” Together, when they make music, the motivation lies in creating “not just a hot joint, a classic joint.” He wants to reach a broad audience and maintain validity 20 years from now. Standing at the front of a large table, Common clearly loves sharing his work. As soon as the single “Blue Sky” began to play, he started moving, nodding his head and flowing his hands. He needs the music turned up louder. And then he begins the verse, rapping along to his own song, “This is my inception, I’m writing my dreams.” Emphasizing his own words thrills the room and people started nodding to the beat too. This passion ran through the air and suddenly everyone fell in love with Common.
When describing his artistic environment, Common says, “hip-hop is one of the biggest forces in this world — people coming together, nations sharing different music. And not because they were told to do so, but because it happened naturally and evolved into its own culture that we all want to be part of.” It’s evident that he’s proud to be involved in such an influential movement and works extremely hard to preserve and improve the culture for his daughter’s generation. Staying true to his philosophy, Common also runs the Common Ground Foundation, a program in Chicago that empowers and educates local youth. Common leads by example and provokes those around him to actualize their dreams, reach higher and inspire others.
To close out the morning, Common signed autographs and posed for pictures with his fans. A few lucky ones even walked away with free copies of the book. Some asked questions and encouraged Common, “What’s one more thing you still want to do with your career?” He’s certain it’s Broadway. We’d love to see you up on the big stage Common. Many thanks for sparking motivation in everyone there that day. Dream On!
Writer: Amy Blitzer
Photographer: Katie Henry
