Common is anything but common.
The hip-hop artist turned actor, author and pitchman is hailed as a modern-day Renaissance man.
When he was invited, along with the Roots, to co-curate a series of Hennessy-sponsored musical performances showcasing indie artists, he decided it was something he could take pride in supporting.
“I’m not a person that’s going to go out and say drink liquor, but if you want to put together some great artistry, I’m all for it,” Common said.
The fourth annual Hennessy Artistry series is a four-city tour of musical performances that stops Friday in Atlanta. The curators are charged with lining up a group of artists with a fresh style of aural stimulation.
With the Roots — the hip-hop band from Philadelphia known for their live instrumentals — serving as the house band, indie acts such as Elevator Fight, featuring Zoe Kravitz (Lenny’s daughter), are among the surprise performances, which vary in each city.
The tour “is definitely an inspiration for them,” Common said referring to the up-and-coming acts. “And hopefully motivation for them to go out and say, man, you can do your own brand of music and really be yourself and still eventually get recognized by more people.”
Common, of course, knows of what he speaks, having been one of those less recognized artists, but things have changed over the years, he said.
“Now there are so many outlets for artists who are ‘underground.’ The music industry has changed in such a way that you don’t have to be as dependent on labels. Videos and video shows don’t have as much impact as they had in the day. Even radio doesn’t have the same impact,” he said. “You are not as dependent on major corporations to make you as successful in music as you were before.”
Event preview
Hennessy Artistry series
8 p.m. Friday, The Velvet Room, 3358 Chamblee Tucker Road, Chamblee. For ticket information text "Hennessy" to 56102 or visit www.OkayPlayer.com
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