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Serius Jones - Serious As A Heart Attack
Interview by: Serge Fleury
 In the movie ''Fight Club'' the main character, Tyler Durden (played by Brad Pitt) has one simple rule; ''No One Talks About Fight Club.'' But if you're talking about the MC version to this event, then there is plenty to talk about. For all the ''YouTube'' fans out there in computer land that have an interest in Hip-Hop, by now you must have either witnessed or downloaded your favorite episode of Fight Klub from off the popular website. If you haven't, there are plenty of battles that will keep you entertained.
 One of the most entertaining competitors from the Fight Klub battles is New Jersey native, Serius Jones. With his 6 foot 4 inch frame, quick wit, and steady array of punch lines, he literally towered over the competition. One of his well known battles was against Jin, of BET's ''Freestyle Friday'' fame. Jones gave the former member of Ruff Ryders a lyrical drubbing and left him at a lost for words, while cruising to victory and the 10,000.00 grand prize. After being crowned the undisputed champion of Fight Klub, a few labels sought the attention of the MC from the garden state. One of those being the Atlanta based Disturbing Tha Peace.
Headed up by Hip-Hop superstar Ludacris, DTP offered Serius Jones a chance to be a part of their movement, and the young MC generously accepted. Now, history has shown us MC's that excel in the battle arena usually have an opposite affect when it comes to being in front of a commercial audience, i.e. Jin, Shells, and Poster Boy just to name a few. NobodySmiling.com caught up with the newest member of Disturbing Tha Peace so he could explain just how history won't repeat itself in his case.
Nobodysmiling.com : So how did you first get involved with Ludacris and Disturbing Tha Peace?
Serius Jones : Well ahh... basically they got involved with me. They saw what I was doing with everything, then we had a sit down and talked. They are visionaries, and they know success. They see Ludacris sells a lot of records and that's not where it stops. They saw my vision, and where I was going with my grass roots movement from checking on the myspace, to the youtube, and DVD's. Just seeing what my buzz was like and seeing what I had to offer, musically and creatively. They came to the table with a very generous offer, and what I thought I needed as an artist; so it only made sense.
Nobodysmiling.com : Usually battle rappers don't fair good on the mainstream circuit, how are you going to stop that from being your fate?
Serius Jones : That's very true, good thing I'm not a battle rapper (laughing)
Nobodysmiling.com : (laughing) So you don't consider yourself a battle rapper?
Serius Jones : (laughing) I don't consider myself a battle rapper because even in my battles, I'm not battle rapping. I'm telling stories, painting pictures, and telling jokes on people. It's basically a level of creativity involved in anything I do, it's not just about a ''battle rap.'' It's about talent, and my talent exceeds way more than just a ''battle rap'', you know what I mean. I make beats, produce, write hooks and all kinds of sh*t. It's about talent, and whatever arena I'm in, I'm going to show case that.
Nobodysmiling.com : Do you think Fight Klub played a big part in your career?
Serius Jones : Oh of course definitely. When you get a chance to be in front of millions of people over 30-40 times; I mean Fight Klub has aired over 50 times by now. That's through like 35 million homes. That's just common sense, if you get me in front of a camera; especially if I know it's going to be shown to millions of people, it's going to be something legendary. I always make sure I put that same effort into anything I'm doing.
Nobodysmiling.com : Before you were signed, what was the hardest part of being an unsigned artist?
Serius Jones : The hardest part now is the fact that it's so saturated. It's like when you go to any block in any 'hood or any suburb, or even across the world, everybody wants to be a part of this phenomenon known as Hip-Hop. Everybody wants to rap, everybody has a song, and everybody is a producer. So it's hard to separate yourself because if people don't know you from something, it's going to be really hard to define yourself. In the minds of people you may be comfortable within yourself, but if the world doesn't know you, it's hard to get that first opportunity. So the Fight Klub was definitely a blessing and it gave me that opportunity. It gave me that look where the pressure was on; and it was a fly or fall kind of situation. I think that's what really makes or breaks those other artists that really want to be the great ones. If you have that opportunity to speak your mind, and what you say gets people's attention, then ultimately that's what separates you from the rest.
Nobodysmiling.com : The DTP roster already has a lot of artists already, are you worried that your project might get lost in the shuffle?
Serius Jones : Nah hell no that's not even close to possible. At the end of the day I keep my whole situation popping myself, know what I mean. I'm still going to stay on my independent grind, even though I'm signed to a major. That is what's wrong with these artists, they get signed and they think their job is over. There were actually some people that wanted to celebrate, and I'm like ''celebrate what?'' (laughing) know what I mean. Like this is just the beginning; know what I mean, this is how I feel about it. It's like my job just started so once you make that conscious decision that this it want you want to do for a living, it's like the battle just starts. When you get into a position to have your voice heard and a label that supports what you're doing, you have to keep that hunger, I've keep that hunger. I keep that drive so, if my album or debut doesn't succeed, I only have myself to blame.
Nobodysmiling.com : How important do you think it is to hit the mixtape circuit when trying to be discovered?
Serius Jones : Well it's kind of hard, the mixtape circuit is really messed up right now. With all the nonsense they're doing with DJ Drama, it's like they are trying to take away that whole avenue from us, like they don't want to see young black people getting it. I have a mixtape out called ''King Me'' which is more like a independent street album. But basically the internet has been killing me with bootlegs and downloads, I think I'm at like 50-60,000 downloads. But I'm not mad at it because it shows that people are listening to my music, but at the same time it's hard to maintain control over the mixtape game because the internet is so heavy. So I think the mixtape circuit is important, but also, it's over saturated because everybody got a mixtape, and it lowers the quality of music. I try to keep mine far and few in between so when I do come out with one, it's an actual event and you're going to pay attention to it; because I'm not throwing ten mixtapes a year at you know what I mean.
Nobodysmiling.com : So what do you think separates you from all the other new artists coming out right now?
Serius Jones : Well, I mean none of them are me. But at the end of the day, any artists is going to feel like they are the best. I don't even go off my own little ego as a rapper or whatever. Me personally, I take my music and whatever I do so seriously; no pun intended that I make sure I cover all bases. As far as the sound, what I'm saying, and keeping it new and creative. I don't even want you to possibly confuse me with someone else. You have a lot of people running to the same producers, making the same songs, like the girl songs, and the street songs. Everything is so planned out, it's like there is no artistry in it anymore. As for me; all I can be is me because I have actual real life sh*t to talk about besides just being on the corner, and selling crack. I think my experience and my drive to win is what makes my subject matter so abstract from what you're used to. But it still fits in the same lanes, and it's real life situations, and if you're going through it; then it's something you can feel.
Nobodysmiling.com : When did you first realize you had a legitimate chance at doing music on a professional level?
Serius Jones : I really realized it once I decided to rap. If I don't feel like I can do something at 100% and win at it, or feel like I won't be a big deal at doing something, then I don't feel like doing it. I don't like being mediocre or less than great. Like when I played basketball, I felt like I was going to the NBA. If I didn't think that way, then what the f*ck I playing for? Just to be another guy out there playing? The bottom line is I discovered I had this talent really late, like I didn't start rapping until I was 19. I never really tried, it was so cliché to be a rapper I'd be like ''I'm not no rapper.'' I'd just be playing around with it and then the word got around that I was nice, so then I started being realistic with myself. I liked doing it, and I had the gift, so I was like ''why not.'' I feel like I'd be doing a disservice to myself and the public by not utilizing my talent.
Nobodysmiling.com : So have you put all the battling behind you since you're about to hit the mainstream, or will you still be involved in competitions?
Serius Jones : There is no competition if you want to be real about it. As far as my achievements, I think it'll be hard for someone to come behind me and do what I did. And also do it in the same fashion, I think you got to know when to say when. It's almost like if I've been playing in the Rucker, and killing them for the past couple years, and now I have an NBA contract; is doesn't make sense for me to still being going to the Rucker and playing every game and risk injury just so people can see me cross up some folks. When I want them to come pay and see me at the Garden, know what I'm saying. I still show love to the streets. I still be on DVD's, I still spit bars off the head for free but as far as battling people (pauses) like a lot of people only know me for the Jin and Mook situation, but I beat 12 people last year; that's like a n***a a month. So it's like how much more can you do, and now I have an international fan base. I'm at 1.5 million views on youtube and 1.2 million on myspace and that's all from battling. So I don't think I can achieve much more from out of that. It doesn't make sense to still dumb myself down to that when need let my talent grow.
Nobodysmiling.com : With the exception of a few, why is it that artists from New Jersey haven't made a bigger impact?
Serius Jones : Well I mean it's definitely not that if people know their history of Hip-Hop. A lot of the younger dudes don't know, but Queen Latifah was one of the first female pioneers of rap. Then you had Naughty By Nature who really introduced the ''call and response'' hooks. So you know there were a lot of trends that were set from artists in this area. Like Lauryn Hill, she's from Jersey and she's one of the biggest selling acts period. You have to look at more than just the last five years, but when it comes down to it there's talent everywhere. It just takes one big successful artist to bring the spot light to that area. So is God willing ''Serius Jones'' pops off and goes diamonds, platinum or whatever, then the spot light will be back on Jersey and these labels will be like ''there must be some other guys like this around here.'' Then they'll be willing to look and find talent in this area, that's what happened with St. Louis for example. At the end of the day, it's all about putting the spot light on your 'hood and that's what makes people want to find other stars.
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