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Rapper, producer and promoter Chris Soveranez (aka Sove) knows something about New Mexico hip-hop. His Soveranez, a non-profit he LLC and a studio he runs Black Diamond Productions, understands that the state is teeming with talent waiting to be discovered by everyday people. New Mexico Hip Hop Awards (Saturday, January 21, 5 p.m.; $15. Lensic Performing Arts Center, 211 W San Francisco St., (505) 988-1234)Technically, a similar event took place in 2011, but Soveranez says the next iteration on Lensic will bring together hip-hop royalty from across the state to celebrate the art form and hopefully , legitimizing hip-hop in New Mexico. We spoke with his Soveranez to find out more about the awards ceremony that has just started. This interview has been edited for space and clarity.
What made this the right time to kick off the New Mexico Hip Hop Awards?
I don’t know what you heard about [Albuquerque radio station] Hustle 101.3 does, but they have this thing thursday slowdown, and shots for local rappers to get their music on the radio regularly, not just once. There are many lists of artists out there. I just wanted to make it official. The New Mexico Music Awards has one rap category, so this one has 25 different categories, five of which are voted for by people for him. His remaining 20 are voted on by various artists, radio personalities and station owners across the state. I wanted to hold this event for the state.
Do you think it’s sustainable progress?
I’ve already counted this year as successful enough to schedule next year’s Lensic. All the bottom floors are currently sold out. Balcony tickets are still available. I think it’s sustainable. Acquiring artists and radio station personalities from across the state, [the organizers].
There was an event called tryouts before the awards. This was a tryout to find artists to perform at the awards, and many people participated. As an artist, I’ve done a lot of shows. New She says Mexico doesn’t always like to give love, but this culture of trying to help each other is starting. There are still haters out there. There was some backlash when we published the list of nominees, but I think it’s sustainable, especially when everyone realizes what a classy event this is. There is a red carpet, a photo wall for photo shoots. There are photographers there to take pictures of people. Formal attire is also encouraged. Not required. I’m not trying to kick anyone out, but I know many will join.
What would you like more people to know about New Mexico hip-hop?
To really answer things like that, I’d like to change the question a bit. I think the reason the local scene doesn’t work is because people are pretty lazy about setting up their shows. This isn’t every time, but at many local shows they sound awful. I think we need some sort of group here in New Mexico that showcases real talent. People are actually trying to make a living out of music. Please play in the club. I think it’s everywhere, but it’s saturated with people who aren’t really into hip-hop. They do it for clout. A lot of people want to look cool, and that’s hip-hop, the ultimate coolness.
I think it’s different with other types of music. When you’re in a band, you either need a professional sound person or you don’t understand what’s going on. When it’s hip-hop, the DJ shows up with his two speakers and his iPod and says, “Let’s do it.” [Black Diamond Productions has] A live sound and performance package with more than lasers, lights and smoke. I am proud of New Mexico and want to show people that there are talented people here. It’s not necessarily judging people, it’s about presenting people who are doing well. Not to disrespect those who aren’t on the list, but to introduce them. It’s going to be a very tight show. And we are a non-profit LLC. All of our donations go to the event and profits go to the Boys & Girls Club of New Mexico.
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