Danny Seth Interview 012 X Craig Monts

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Danny Seth X Craig Monts // AUG 2015

Slight in stature but mighty of courage, the LA-based, UK-bred rapper, Danny Seth is gearing up for what promises to be an invasion of epic proportions. His debut album Perception, posed for its September release, is a multi-layered body of work that merely scratches the surface of Seth’s complexity, giving the listener an insight to the world of creativity and the angst that often comes with it.

I find Seth during a rare homecoming period. Relaxing in a leafy suburb of London he talks about choosing to make LA his permanent base. “It’s like my home you know” he says candidly about his Los Angeles experience, “they say LA’s got the women, the weed and the weather. I don’t really smoke anymore, but the other two are great!”

Despite the famous up-sides of LA life, Danny’s quick to recognise the positive sides to returning home to the UK “LA fucks with your head a little bit, so it’s good to come home and get back to my roots.” This is a subject that comes up lot during our conversation together. He’s an artist working away from home to gain the recognition he deserves from his peers both home & away, a process that has taken five years of grafting.

Seth had his musical start aged 15 as a DJ under the moniker DS Beats. Describing his younger self as “a bit of a little shit”, Danny moved around a lot during his childhood years, new schools and new friendship groups meant Danny was often on the outside of youthful-social happenings.

Fast forward a few years and Danny found himself working in LA for the publishing giants BMG Chrysalis. It’s here that the then 19 year-old had an epiphany that would change the course of his life immeasurably. “I had a three month internship and I used to sit there fucking sifting through music. I was in the office checking music and my colleagues were having meetings when I heard a track from a band called Modestep. One of the members of Modestep is a guy from my area in the UK, literally around the corner from where I lived. For me that inspired me so much. I was like ‘Yo!’ This kid is from round my corner like. If he can get heard over here then why can’t I?” Making up his mind instantly, Danny quit his job and pursued his rapping career.

Choosing to stay in LA to follow his newly decided path was an easy choice for Danny “I launched my career on the Internet, the Internet is kind of faceless and nameless. I was sometimes in the UK and sometimes in LA. It didn’t really matter to me.” It’s this type of freedom that gives Seth the edge over his contemporaries. He’s part of a new breed of artist, not bound by geographical limitations allowing musical partnerships to form organically regardless of physical locations – an artist who remains extremely particular when it comes to selecting collaborators. Deciding to only work with two producers, best friend, Zack Nahome and Finland-based MD$. Danny’s role as part of the progressive and illusive Last Night in Paris collective is another example of his ability to stretch to all corners of the globe.

Seth remains British to his core despite his self-inflicted exile from Blighty. His logo is a screwed version of the Union Jack, the British flag, which is also prominent throughout many of his videos. “I felt there was a gap to bridge. England has some of the greatest rap talents there are in grime music – 100% that’s one of my favourite genres – but there’s no one really standing and saying ‘Actually we’ll have a UK representative who likes to make rap music’. So I chose ‘The British are coming’ tag because I don’t just do this for myself.”

When it comes to lyrical content Danny opts for the realistic approach. “Everything in my music is true. I don’t talk about guns and moving weight. I didn’t do that when I was younger, it’s not me.”

September sees the release of Danny Seth’s debut album Perception. “It’s my story, it’s me, coming from England, gathering fans in the US but knowing – love me or hate me – I’ll always rep England.”

Perception is a complex trip, a project three years in the making, laden with symbolism and metaphors recognisable to the keen ear & eye. “It’s all about perception, it’s all about how deeply you look into it. If you listen to the lyrics, you’ll hear it’s about me and the struggles I’m going through in my time.” “On the intro to the album I’m kind of angry and pissed off and kind of touch on every subject I’m about to address on the album. It’s 64 bars of straight anger. And then I fall asleep. It’s about what I’m dreaming about, my worries and fears. Then, the wake up song is ‘I arise Because’.”

The perception concept runs deep with the album’s artwork “the artwork is very special to me” Seth says proudly “that whole artwork, is about perception. Some people will look at it and say this is just a kid sitting in the corner, what the fuck is the fucking thing on the left?? But it’s all symbolic.” The first hidden message? The ‘boy in the corner’ a salute to grime-don Dizzee Rascal. Danny goes on to list another six or seven hidden items that I’ll refrain from sharing in this article, no spoiler alert.

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The project has experienced delays and push-backs which have caused frustrations for Seth and his team. “The delays are really out of my hands” he says sincerely, “I just want people to be prepared for story telling and real music.” Brace yourself for the forthcoming Perception project. Danny Seth’s introduction to world is set to be epic!



Many thanks to Joss.

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