Every era of music has its stand out stars. Those rare individuals whose creativity, and body of work transcends genre and form, illuminating and inspiring artistic brilliance; Marvin Gaye. Diana Ross. Stevie Wonder. Michael Jackson. Prince. Beyonce… Ne-Yo. The Grammy-award winning recording multi-hyphenate is without doubt one of music’s undisputed and prolific artists. His sales numbers are testament to his legacy in the making. In less than five years, Ne-Yo has produced three No.1 albums, sold more than 10 million copies, and collaborated with everyone from Michael Jackson to Tim McGraw.
With his artistic contributions having left an indelible mark, Ne-Yo is back, dropping his fourth and most distinctive solo project yet. Scheduled for release by Def Jam on November 22nd, Libra Scale will raise more than a few eyebrows, as it captures new fans while satisfying the faithful.
He continues to evolve with each new, more profound project, Ne- Yo explains “The underlying question on this album is money, power and fame vs. love. Weigh it out on the Libra scale. Which will you choose? It’s a moral question. I want people to question their lives. I’m showing them the pros and cons of both sides.” Taking risks while creating for the masses is why Ne-Yo is a true ray of authenticartistry. Yet, he remains one of the most humble and approachable figures in the business. In an industry rife with talent doling out pre- approved stock answers, Ne-Yo bucks the trend and shows why he shines among the best.
The thought-provoking artist arose early in the morning, after a long night of work, to speak with The Frequency. Ne-Yo was extremely candid about the challenges of balancing his music with his
expectations for Libra Scale.
What are your hopes for Libra scale?
The same I have for every project… that people respect and appreciate the hard work I put in. Plus my thoroughness to get quality music and entertainment out to the world, so this album is no exception. However, this project is a very experimental situation for me.
What do you mean When you say “an experimental situation”?
I tried a lot of different new things; some worked, some didn’t and every time I go back over the album, I hear something I want to change or something I feel could be better. I’ve been gone for over two years, so I feel I can’t half-step. I’m in the process of revamping the album. Basically going over everything with a fine tooth comb, making sure it’s absolutely right.
With this album, you have truly stepped outside of the box. When you pitched your idea for Libra Scale to the label What Was the response?
It wasn’t a very difficult pitch. It’s my fourth album, and I don’t really make a lot of request of the label. So this time I said that I wanted to do something a little special, and they said, “okay, whatever it is you want to do, let’s go.”
Conceptually, how did Libra Scale first begin to come together?
From being a little bored with music right now. I wanted something that involved a little bit more thought. It is a very experimental, and I’m learning what is and isn’t working, so when the album does come out, it will be the best that it can be.
What Would you say is Working so far, and What are some things that you are fine-tuning?
I’m trying to run a storyline thru the entire album, but the mistake I may have made, or the things I may have not realized, is that once you have people’s attention you got to keep it.
And by that you mean What exactly?
When you take a story and stretch it out over five videos, because the release pattern, you can lose people. Especially if the only way people are watching is on Youtube or television. The videos are each 8 minutes long, but the videos on VeVo and the others are four minute versions, so they don’t translate as well. Therefore if someone watching doesn’t know the story, they might be confused as hell! This is also my first time writing video treatments. I think you can see my progression if you watch the three videos out so far. Critically speaking, “Beautiful Monster” was the first, which was a good video. “Champagne Life” was better, and then this new one, “One in a Million,” is the best thus far.
When you reflect on the Legendary artists who inspired you, now that you are one of music’s most successfuL talents yourself, What do you feel you have brought to this industry?
One thing is to say things for men that they want to say, but can’t. Be it they don’t know how or their pride won’t let them. So for those men who have something special to say to a young woman, they can turn on a Ne-Yo record, and let me sing it for you. With songs like “Closer,” I was merely trying to expand people’s minds and get them to check out something new.
What are some challenges that you have had to personally adapt to in order to stay on top of the new way things are done in the industry?
Entertainment is different today; time was where your accomplishments alone were enough to get you on a magazine cover. Nowadays you have to get partially naked, or you have to get arrested or you have to beat somebody up at the club and tell them why. It has to be some kind of controversy or scandal to get that recognition. This is not just the gossip magazines, but the music magazines, too. They forget to even talk about the music because they are so focused on your personal life, and you’re saying, “that has nothing to do with music!” I understand what it is and choose to play the game… or not. From day one, my M.O. has been about my music, and if my music is not enough for you, then go ahead and talk about somebody else. It’s difficult to look at this game that I love, and look at what it has become. It’s heartbreaking actually.
Ne-Yo’s ‘One in a Million’ Video
When it comes to digital mediums…the twitters, the facebooks, your official site, how do you stay on top of all the new media advancements?
I have Twitter on my phone now. I was one of the non-believers at first. I was like, “why would anybody want to know what somebody else is doing 24/7??? I don’t understand just putting yourself on blast like that, I don’t get it.” So in the beginning I had people doing my Twitter,but what I realize is that Twitter is a direct link to your fans. If they want to know something, they will put up a question. I’ve always been an open book. So if there is something they want to know, they ask me about it on Twitter, they get an instant answer. As soon as I read it, I will hit them back. And it’s straight to them, rather than sending a letter to some fan club, and hoping and praying it gets to the person. It’s direct, it’s real time, and that is one of the advancements that is great for me, because I do this for the love of music and for the fans.
What is next for Ne-yo?
Honestly, more. Music, as I said, has been my main M.O., but I’ve learned to appreciate other elements of this art. For example, screenplay writing and video treatments. As I’m learning and getting better at doing it, I’m liking it more and more. In the future, you will see videos for an artist that you know and love directed by Ne-Yo. I’m looking into that, or maybe at sometime in the future you will see a movie written by Ne-Yo. Also, I’m never going to stop the music. Music will always be at the forefront for me. I have three Grammy’s right now, but Stevie Wonder has Grammy’s in the double digits, so that’s a goal for me. As long as there is someone out there who wants to listen to me, then I am going to keep doing what I do.
‘LIBRA SCALE’
In Stores & Online – November 22
Sign Up, Listen & Download Music from Ne-Yo.
Available on the Radio One Digital Direct Server(DDS).
Nice to see Ne-Yo answer these questions, I am an absolute fan and bought every finger he touched on music. Thanks for the nice information.