The daughter of a cabaret star and product of Jamaica, Jovi Rockwell has the edge of a more natural Rihanna and a staccato flow similar to that of M.I.A. Having worked with Ne-Yo and Akon, Jovi Rockwell is carving out her own lane as she embarks on her debut album tentatively titled Rebel Love Goddess.
Describing her style as influenced by all genres of music including Jazz, Jovi turns her real life experiences into song, manifesting storytelling ability reminiscent of a young Lauryn Hill, one of Rockwell’s many influences. Mixing the fluidity of her rapping with the combination of a heavy Yard accent, Jovi Rockwell is the latest ingredient in the flavoring of rhythmic music.
Jovi Rockwell chats with brokencool.com and discusses the new album, being in the studio with Ne-Yo and Akon and why she doesn’t mind being compared to Rihanna.
Jovi on why she loves music so much:
"People ask me why I love music so much and I say I’d like to ask music why it loves me so much. It’s just a strong part of my life."
Maxine Ross: Hi Jovi. How are you?
Jovi Rockwell: I’m good, feeling good, you know.
MR: I want to chop it up with you about the new album. What was it like to work with Ne-Yo and Akon?
JR: Well working with Ne-Yo is just amazing in itself. He’s such a great songwriter and such an amazing spirit. He’s humble and down to Earth. It came really natural to work with him, he’s really cool people. I went to Compound and they encouraged me to just write and express myself as an artist. To work with Akon, he’s so diverse and it’s great. It’s really so amazing to be working with these people, being able to work on my music and have their input, that’s really great.
MR: How did you land these collaborations?
JR: My management hooked everything up. We collaborated on some songs writing wise. With Akon it was the same thing. Akon and I collaborated on a song called ‘Judgment Day’. It’s a song that’s talking about people who will try and hold you down. It’s sort of an inspirational song but we did it with two versions. One was a Hip Hop track and the other had an up tempo version kind of like what is hot with the trend mixing up the Hip Hop with the dance music. Over at Compound I worked on a bunch of songs. Ballads, to up tempo, we just went all out.
MR: It’s not just about Reggae with your music. How would you describe your style?
JR: My style is...because I’m from Jamaica I come with that Dance Hall, Reggae style of music...to pop music, R&B and things like that. When I approach music I draw from so many different genres. I do like the way Lauryn Hill does her thing. The way she talks about things that she been through or just the way she creates her own sound. Because I can rap/DJ, Singjay, I think I bring my own style as far as being Jamaican and being female and doing that. I bring a rebel vibe on a track or I may come and talk about a relationship that’s inspirational. Not like preaching but putting to words what someone else may be feeling. That’s how I classify my style. Jamaican elements, Reggae music elements, whether it’s a bass line or it’s just me chatting over a Hip Hop rhythm or a beat. I like to mix it up. It’s not just one thing it’s more of a complete vibe.
MR: What are the barriers to being a woman and doing Reggae music?
JR: I don’t think there are any barriers. If anyone feels there are barriers, it’s all in your mind. I really think it’s about the way you approach things. People are ready to accept a strong female that’s doing her thing. I think right now people are looking for different things to open their minds to new ideas. I don’t feel like they’re any barriers.
MR: A lot of artists that do so called ‘world music’ often get compared to each other, whether it be Rihanna, especially with the island vibe, or M.I.A. How will you handle those comparisons?
JR: I mean people do compare me all the time. That’s the way of the game. Anything that’s there before is going to get compared. I don’t really have a problem with that because as an aspiring artist, if you can sound familiar to them in some kind of way that’s good. As long as you’re familiar but still have your own style that could work for you. I don’t have a problem with that. At the end of the day I’m already prepared. Born ready!
MR: I hear that. What gives you the edge and makes you stand apart?
JR: I mean, I’m a Jamaican. The world has mostly seen just male Jamaicans that do a lot of Dance Hall. The world hasn’t really seen a Jamaican girl mixing the sounds of Hip Hop and R&B and pop into their music. There have been artists that express themselves, like you said M.I.A and I always say Lauryn Hill, Fergie from the Black Eyed Peas but I don’t think there’s ever been a girl that can represent like that so I think I have the edge there.
MR: What role does sex appeal play in your portrayal and image?
JR: You know, I don’t mind being sexy. There’s nothing wrong with a woman being sexy. I’m being sexy in a tasteful way, not giving away too much and leaving something to the imagination. I’m that kind of chick.
MR: Talk about some of your major influences.
JR: I’ve been influenced by music from the get-go because my father was a cabaret artist and he brought us along to his shows. I was introduced to music in all genres from a very young age. Obviously I grew up listening to Bob Marley because that was my bed-time song, ‘Buffalo Soldier’. My father played everything for me, Jazz, I’m talking about everything. As I got older, my father bought me a Whitney Houston record, I’m talking about vinyl! I would play that record and play that record. At a young age, I started developing singing and a pop style. It was when I became a teenager that I started listening to Hip Hop and listening to Dance Hall and even some alternative music, rock. I just whipped it all up and made it my own sound. There’s the Fugees, I mean, so many people doing stuff that I think paved the way for me. They were mixing up sounds and doing their own thing. Nas, I’m a big fan of Nas. Old school, Stevie Wonder, any type of artist and any type of work, if it inspires me and I can feel the vibe, it inspires me. When Amy Winehouse came out it was magical. I’m glad for Kanye West. There’s a lot, Akon, it’s all about the inspiration.
MR: Do you write your own material?
JR: Yes I do.
MR: What other producers have helped bring your words to life for the album?
JR: It’s hard to really say which ones are going to be on the album because everything hasn’t really been finalized yet. But I’ve worked with Ne-Yo, Akon, The Heavyweights. We’ve been working, working hard to make it the best.
MR: Where are you in the album process?
JR: At the moment I’m working on material. I’m everywhere. Jamaica, Miami, LA. Everywhere has a different flavor to create a sound of what makes up Jovi Rockwell. Jovi Rockwell is all about having to pull from all sides. I’ve lived in the states since I was 16 but I was raised in Jamaica. It’s kind of like both places are my home.
MR: What have you learned while navigating the music industry thus far?
JR: I’ve learned that as an artist you have to believe in yourself no matter what. If you do music and you love it then there are people out there that you can connect with. I’ve been doing music since I was about...before I can even remember. It’s just like music has been guiding me to the right places. It’s just a magical thing because I’ve always found myself in a studio, even when I wasn’t taking it seriously when I was younger, music always found its way back into my life. People ask me why I love music so much and I say I’d like to ask music why it loves me so much. It’s just a strong part of my life. From my dad, to even my best friend, her dad was in Third World. It’s always been there. I really feel like if other artists have a calling and you know it, you have to have faith in you first. You also have to have a good team around you. You can’t do it by yourself. What I’ve learned is that it’s important to believe in yourself and surround yourself with people that are on the same page as you. That’s important.
MR: What name have you decided on for the album and when is it coming out?
JR: I don’t have an exact release date yet but I’m leaning towards naming it Rebel Love Goddess.
MR: What else?
JR: I just wanna tell my fans thank you so much for your love and support and that you won’t be disappointed when the album comes out. Just to everybody, I’m coming! You can check out my music at myspace.com/jovirockwell.
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