Sisqo

There’s little disputing the fact that the year 2000 belonged to Sisqo. The undeniable “Thong Song” became the first party anthem of the millennium and it’s follow up, the heart wrenching “Incomplete,” became a #1 pop smash. Few could predict that such a meteoric rise would merely hint at what the then platinum-cropped entertainment dynamo had in store for us with his solo sophomore set, Return Of Dragon. Penned largely by Sisqo himself, with a slew of urban hitmakers (both new and established), Return Of Dragon is a bold and exciting step on to a new urban soundscape. As always, Sisqo has made it his mission to find the hottest, most cutting-edge beats for the street and matched them with his impassioned, soul-drenched vocals and compelling melodies.

“One of the most important things I did was to create my own sound,” Sisqo enthuses. “I mean I did that on the last album but this time I didn’t want people to think I was a one hit wonder or a flash in the pan. Now I know with this album I can sit back and say to them, ‘watch me do it again.’”

Helping Sisqo do it again is legendary urban sound sculptor Teddy Riley, who produced the first single, “Can I Live,” a driving, gritty R&B/street anthem. Elsewhere the production conglomerate of One Up Entertainment handle “Dance For Me,” which seems sure to firmly establish Sisqo as the premiere urban pop crossover artist of his generation. Warren Campbell (Mary Mary, Brandy, Usher) helms the classically soulful ballad “Dream,” while Al West produces Sisqo’s own composition “I’m Not Afraid.”

“The album has a very interactive, digital feel,” Sisqo explains. “There are still great songs there but musically and lyrically I feel we’ve created something that really gets the listener involved.”

Despite the staggering success of his five million selling debut album (along with the sales came two Radio Music awards, six Billboard awards, a Source award, an MTV Video Music Award, and a World Music Award. He was also nominated for four Grammies and two American Music Awards). His MTV program, ‘Sisqo’s Shakedown’ was MTV’s highest rated show for the Summer/Fall of 2000. Sisqo, who has been endorsed by both Pepsi
and McDonalds, brushes aside any mention of “pressure” surrounding its all important follow-up. “I just went in and did it,” he says flatly. “We had hot producers, hot songs and I went in and
laid it down, simple as that. I basically recorded a song a night. I loved the music and enjoyed doing it so pressure didn’t come into it. I’ll leave the pressure to other people. I’m too busy having fun. Not to sound conceited or anything, but I’ve been in the game for a minute now and I didn’t have eight platinum singles in a row for nothing. It didn’t just happen. How many other people do you know that did that? From the jump I came out of nowhere from Baltimore and I’ve been doing my thing ever since.”

Sisqo is of course referring to his winning streak within the regionally named R&B supergroup Dru Hill (reunited on Return Of Dragon for “Without You”) from East Baltimore. The quartet first powered their way onto the scene in the mid-90’s with a string of smash singles including “Tell Me,” “In My Bed” and “How Deep Is Your Love” from two platinum albums.

The youngest of three children (he has two older sisters), Sisqo’s show-biz aspirations were not met favorably by his hard working electrician father. “He told me to get a real job” he laughs. “So I did as he wished and got a few. I worked at a place called The Fudgery, at a pizza joint and at a movie theater. My mom told me, ‘follow your heart baby’. Now my dad’s my biggest fan!”

Sisqo, who credits his mother for his personality and his father for his work ethic, is doing much to keep his parents pleased these days. Aside from his phenomenal musical successes, he has already made his well received acting debut in the teen geared comedy Get Over It (“I was nervous doing it but I had to show I could act”) and just wrapped shooting Winter Dance alongside Oscar winner Cuba Gooding Jr. In addition, Sisqo has a development deal with NBC/ Big Ticket Television and a five-picture motion picture contract with Miramax films.

As if that wasn’t enough Sisqo’s clothing line Dragon is set to launch imminently, while his two protegee groups LovHER (featured on “Can I Live”) and the Associates will debut on Def Jam and RCA Records respectively – deals secured by Sisqo’s manager Kenneth Crear, who was also instrumental in the formation of Sisqo’s new Def Jam/Def Soul imprint, the aptly titled Dragon Records.

So what’s the secret of his success? The young all rounder, who donates 10% of all his income to charity, says that, in addition to staying “grounded and humble” he’s always maintained one simple philosophy throughout his career.

“Keep moving. Whenever there’s a problem instead of sitting around and crying over it, I just keep moving. I still don’t think of myself as being a huge success. I’m not at the level where I want to be. By the end of this album I want to have my own level.”

In an age of singers that can’t act, dancers that can’t sing and singers that can’t dance (let alone write their own songs), Sisqo is indeed a rarity. A jack of all trades and master of
all of them, too. He is the artist others strive to be. A one-man entertainment colossus. The question is not when will he reach his own level but exactly how high will he go?