Interview with Prizm [May, 2004]
written by Lex Assadi of The Echo

Vancouver, being located on the west coast of North America, is the home to many Hip Hop artists, ranging from mainstream successes like Xzibit and Jurassic 5, all the way to underground emcees who are waiting to blow up. Among these emcees is a 17 year old former B-Boy turned rapper, Prizm (real name: Kevin Chung). Also known as Kayce (for his beats) or Pup-Dawg (from his old B-Boy crew because he was two years younger than everyone else in the group), Prizm is a young, ambitious rapper with high hopes.

Prizm came out with his debut album, This Is Now, a 23 track album dedicated to his friends and family on 12.16.03. "I did this album mainly to open up to people who already knew me, not only as a rapper, but as a person too." With songs like Night Writer and Ouch, he has been able to show his upbeat and catchy songs to local heads, proving that he can move an audience with his delivery.

Prizm, however, is not all about the crowd responses. Songs like The War and Exile display his sad and broken side; they are almost like hands as they reach out and touch his fans. But, ladies and gentlemen, one album just isn't enough for the young poet. Prizm is already working on a second album (called Surfacing, will be out June 15th) which will be for the hiphop purists.

"I'm trying to get above the local scene, and perhaps get signed, when I'm ready." Interest from labels certainly isn't out of the question as producers and promoters across the nation have already shown interest in Prizm, offering him endless beats and numerous shows all over Western Canada.

Why has he been successful thus far? "I'm hungry, and I love doing what I do," he says with ease. "Producers and promoters see that. I had to work two jobs when I was 15 to pay for the CD, but I did it. I had to learn how to mix on my own, but I did it. After I recorded my first track, the stream of beats being made available to me hasn't ever stopped." One look at his debut album's A-list of producers, and you'll see what he means. "Some of those guys have been making beats since I was 5," Prizm says with a laugh.

"For real though, all this has been a trip to say the least - I would never have even tried rapping if my best friend hadn't put me up to it on account of a bet," he confesses. So, for a guy who'd never even wanted to become a rapper, how does he come up with the kinds of explicit verses showcased on his album?

"Growing up where I did has allowed me to become close friends with kids from both upper and lower income-bracket homes," the 17-year old explains. "And so, with my unique perspective on a lot of things, I don't rap about guns, money, or any other nonsensical shit. I rap about what I've seen, and what's on my mind." After learning that his favourite artists as being NaS, Andre3000, and Mos Def, Prizm's no-bullshit, lyrical approach to rhyming is also explained in a hurry. Coming off as a genuine lover of the music, he plans on seriously stepping up his game for his next release.

"It'll definitely be a more concentrated artistic effort, with less focus on my personal experiences," he explains. "I've undergone a lot of technical progression since I released the debut, and the production on this CD is just amazing from start to finish, so I really look forward to recording it." Having already made a statement with his completely solo debut LP, Prizm says he only plans on featuring one or two artists he really respects on "Surfacing."

"Some people think I'm being arrogant, but it's not about that," Prizm says with a laugh. "There are a lot of really talented artists around town I'd love to kick it with. I'm just not on the same page with most of them as of now; I want to explore moods, emotions, and the depth of the human soul right now whereas they might want to rap about looking fly." He chuckles, "I don't think I could ever rap about something as superficial or meaningless as clothes on a record at this point."

Thanks for your time, Prizm. You can purchase his debut "This is Now" LP at Zulu Records, Beat Street Records, and Red Cat Records in Vancouver or online at http://www.phonographique.com. His sophomore effort featuring production from Decline of Internal Affairs, Johnik, and Aresem, is due out in stores in mid June. For more information, check out http://www.prizmmusic.com/

WRITTEN BY LEX ASSADI