Bertell

Written by Richard Castañeda
Monday, 15 February 2010

Bertell

Fresh on the scene with two hit singles, “She Bad” and “Beat It Up” and his major label debut album Goin Hard due on May 4, Bertell is out to prove 90’s R&B isn’t dead-it’s just been waiting for him.

Only the night sky has more stars than the Houston rap and R&B scene, but you won’t need a telescope to spot the newest one. Bertell might not be blowing up the charts like Beyonce or Scarface yet, but that’s not to say that he isn’t up for the challenge.

The Houston native had a couple successful mixtapes, Street Therapy, Vol. 1 and Chocolate City, that created buzz in his hometown and the Atlanta scene. His songs were popping all over Midwest Rap and R&B stations garnering the attention of mega-producer, Bryan Michael Cox who has produced many of the hottest stars in the last decade: Aaliyah, Usher, Mary J. Blige and countless others. Cox took Bertell’s vision of the groove long-lost from 90’s R&B and refined it.

Bringing back a vibe has the benefits of creating buzz, but the backlash of that task can be equally as great. Bertell doesn’t concern himself with labels others might place on him or coming across as an imitation. He’s concerned with getting people groov ing and butts shaking in the club.

“If the music is genuine to you, you’re not going to sound like anybody,” Bertell says. “Everybody’s their own person. I’m not trying to imitate anybody when I do my records. My whole life [I’ve been] a hustler and singing was the only thing I did that felt natural. Whether I was happy or sad, I felt comfortable with music.”

By the time he was in his early twenties, Bertell moved from motel to motel, crashed on friends’ couches and slept in his truck to save money. He felt the payoff in the studio and his determination showed as he sold mix tapes to make a living.

“I would not be the person I am today without those struggles. That’s what shaped me to create my music this way,” Bertell explains. “What I went through makes my music come across so confident.” His determination led him to collaborate with Bun B, renowned rapper of the southern outfit, UGK, on “She Bad” and Cox on “Beat It Up.”

“[Cox] lets me do me. A lot of artists will think, ‘Well if you get in with them type of guys, you got to do things their way,’” Bertell explains. “He does his one-two punch with the beat and lets me go in and do my three-four [punch] with what I want to write and what I want to talk about on my records.”

Signing with EMI/Capitol and hav ing two hit singles might tempt anyone else to slack off and reap the fruits of success, but not Bertell. If he’s not in the studio either behind the computer or in the booth, he’s in the gym.

“I just keep going. I try not to stop. I’ve already started on my second album and Goin Hard isn’t even out yet. I’m just going to keep on going until something in me says ‘Relax,’” Bertell says with a laugh. “It’s like I’m running until my body says stop like ‘Forrest Gump.’” In addition to putting all he’s got into his success, Bertell has something else that will help him succeed in the big bag hip-hop world— belief in himself.

“You should drop what you’re doing and listen to me right now because you don’t want to be the last person to get on the boat,” the self-assured Bertell proclaims. “There might not be enough room.”

Goin Hard hits stores May 4 of this year. For more information, visit Bertell’s official website www.bertellonline.com.