New York producer, rapper, DJ and entrepreneur, Swizz Beatz, has released his second solo studio album ‘Poison’ 11 years after his debut solo release.
His sophomore body of work not only showcases the intricacy and attention to detail in his production skills however, also provides an outlet for the plethora of incredibly talented rappers featured too.
With the likes of Lil Wayne and Nas to Kendrick Lamar and Giggs; the 10 track project contains a variety of star studded appearances from legends in the game to young legends making waves in the industry.
No stranger to the music industry, Swizz Beatz, whose real name is Kasseem Dean, entered the industry and began to receive recognition from the young age of 16 after he formed friendships with rapper DMX and the Ruff Ryders entertainment record label and has continued his success to be in the position he is in today.
CelebMix attended his album launch party on Monday evening where the producer presented his new album.
The night kicked off with a Q and A hosted by Capital Xtra’s Manny Norte, where the New Yorker opened up about his experience in the industry.
Swizz spoke about the beginning of his career saying:
“I was told there’s a whole other industry for producing, you have to play it back a little more than being a DJ but it was something I was told I should go into.”
He went onto speak about how he used to get into trouble and have punishment from his mother when she would come home to no electricity after he blew the electrics trying to curate his mix tapes.
“I ended up having to use Brillo pads, the tip of the needles has a brushy feel like a Brillo pad so I ended up putting it in there blowing out the whole watts of the house.
“My mom would come back have no electricity and I’d just say we mustn’t have paid the bill or something.”
Ending the question session he touched upon an important topic, inspiringly speaking about his deals and partnerships with brands:
“I wanted to be in business with things less transactional and more passion, fashion, designing cars, designing watches and just partnering with brands to help them get to the next level.”
“But not only build the brand to the next level but actually helping them make a connection with our culture.”
The entrepreneur also announced his plans working with McLaren as they aim to bring more females to the driving experience.
After the question session we moved into a larger room in the underground artsty venue flooded with fellow industry rappers such as Chip and Headie One, journalists and friends to carry on the after party.
We were warmed up with an impressive DJ set before Swizz shocked all attendees waltzing to the stage dressed to the nines accompanied by the BBC Orchestra. He masterfully showed his desire for creation and innovation as he live produced beats over the orchestra’s classical instrumentals.
Hyping the crowd with his famous tagline ‘show time’, London rapper and album feature Giggs joined him on stage for an electrifying performance of their song ‘Come Again’, before Swizz continued his celebration playing the rest of his new music.
Overall the night was full of good energy. Swizz sprinkled a little bit of his New York swagger onto the London crowd and it made for an exquisite night of showcasing his project.
‘Poison’ was released earlier this month and is available to stream across all platforms now.
Check out the album and let us know what you think over on Twitter @CelebMix