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    GREATEST: James Massiah

    A conversation with the MCQ Icon: GENESIS II Collaborator, London poet and musician on what defines the modern-day artist.

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    From the house of Alexander McQueen comes its innovative label and creative platform MCQ. What makes it unique within the landscape of fashion is its structure as an entity. The label taps a roster of emerging and established talent for specific collections—dubbed Icons—to collaborate on a much deeper level than your average. We’re not talking about slapping on your brand name and picking colors here, but rather 360-degree commerce technology, an involved community of shoppers (MYMCQ) and an ethos for a responsible future. MCQ has opened itself up to a holistic approach to partnerships inside and out. Focusing on the out for this feature, each Collaborator, like South London’s James Massiah for Icon: GENESIS II—the label’s debut release—gets to imbue a part of who they are creatively into the very fabrics themselves.

    With an overarching eco-inspired theme of ‘The Ruined World vs. The Living World,’ the poet, spoken-word and musical artist, alongside fellow-Collaborator and music artist Shygirl, has helped develop the designs with elements like handwritten commentary that were then embroidered on some of the items, all set under “corporate and military” aesthetics. Beyond that, Massiah, along with a few other creatives, will be integral to the Icon’s build from start to finish. This includes everything from inspiration and design—which can perhaps be best felt through director Alexandra Leese’s artistic short—to the very launch of the collection itself. We asked Massiah how this theme and MCQ as a brand resonate with him, as well as how he’s leading the re-emergence of poetry as an art form.

    Knowing the unique structure and ethos behind MCQ, what made you decide to come on as a collaborator?

    I rated the proposition that was made to me. The initial deck, the communication in the early meetings, the clarity of vision and long-term perspective, the caliber of other collaborators on the project–the ducks were all in a row. 

    For artists in this day and age, aligning yourself with like-minded or aesthetically similar entities is par for the course. What can you tell us about your own thoughts on aligning with a brand as an artist?

    There's always a payoff, in any relationship. Everything is ultimately transactional whether it’s currency in the conventional sense or social currency, positioning or whatever. Not to be cynical, but this is the way of the world. There are people and entities that I'd more keenly work with than others. MCQ, for example, but I don't think of it as ‘alignment’ as much as what it is speaking in marketing terms. I like certain things and benefit from doing certain things with certain people, as a certain type of person. If it feels good, I'll do it. 

    Talking about your craft, you've mentioned before that rap stems from rhythm and poetry. With your foray into the music scene, most notably with your latest EP Natural Born Killers (Ride for Me), what was the turning point to go from raw, traditional poetry to your more musically inclined iteration of the art form?

    I think of "rhythm and poetry" as more of a ‘backronym’ than anything else. I've made music for a long time, starting in church playing the drums, but even with these more recent releases, they'd been in the works for some time. It's maybe a symptom of our times, but people struggle to see that a person can be a thing and another thing at the same time. In my mind, it's not that I've gone from one thing to another, I'm just doing things. I sing, I write, I recite, I read, I rap, I speak, but the title that seems best fitting is poet. Poet and musician.

    If I'm approaching a song from a production standpoint, it's about the construction or arrangement of the music and the sounds. The [Natural Born Killers] EP features very little in the way of lyrics or lyricism because that wasn't the way the tracks were. I didn't feel obliged to slap a verse or a poem over the beats just because. I've written a lot of poetry and made a lot of music this year, particularly during the lockdown. They're distinct things, in my mind. The music isn't a backdoor way to get more eyes and ears on me as an entity or to try and make my poetry more appealing or accessible by virtue of having a beat to it. The poetry is purely about the words and the magic they hold. The music is about the sounds, how it makes people think and feel, and perhaps, as with Natural Born Killers, some words, well placed, well said, can add to the feeling and enhance the music rhythmically or sonically, melodically or whatever. I write poetry and I make music.  

    It's maybe a symptom of our times, but people struggle to see that a person can be a thing and another thing at the same time. In my mind, it's not that I've gone from one thing to another, I'm just doing things.

    James Massiah

    Looking at poetry as an artistic framework, according to you, how much can it be adapted before it no longer retains any sense of its original DNA? Or is poetry infinitely flexible?

    It really depends on who you speak to. I know you said "according to you," but I can't stress that enough. Some would say that once you've broken out of any kind of traditional verse form, it's already lost its right to be called a poem. Others would say, it's not if its themes are not "poetic." Others just don't like the idea of anyone other than the existing canon or ‘Oxbridge’ students or people who've been tapped by the big publishers being called poets. I really don't know. What is art? When does food become art? When does a piece of furniture become a sculpture or when does a pop song become a sound piece? When does a shopping list become a poem? When do the lyrics to a dancehall song become worthy of a Pulitzer Prize?

    I think it's important to know who you are and what you do, and to like what you do or at least see the value in it. I write poetry because I read poetry and take influences from all sorts of places, with my roots firmly in the poetry I read as a child, under the guidance of my parents and school teachers. I want my work to be read far and wide, to be considered as important and within the lineage of great English writers. To some extent, I feel accomplished enough by virtue of the fact that I like what I write. I enjoy my poetry and I classify it as that. Whether or not anyone else enjoys it or classifies it as poetry is almost none of my business.

    You're collaborating with London vocalist/DJ Shygirl, who we know you go way back with—as far back as your school days. We also know you feel strongly towards the power of collaboration and shared minds. Could you highlight the main points on how you and Shygirl have uplifted each other through working on GENESIS II?

    It's interesting that you refer to her as a vocalist, not as a rapper or singer or even a poet. I'm not making any statement or accusation here, I just find it interesting and I wonder how much someone's identity or background or the social demographic they belong to, relative, of course, to whatever it is they create, determines how that individual will be classified or how their work will be defined. Just as an aside. (I hope this makes it through the edit.) We go way back but I think I'm a bit older than Shygirl—we're also from different ends [of London]. I'm Southwest and she's Southeast and for those in the know, that's almost further apart geographically and culturally than being from North and South or East and West!

    I won't talk it up, but we've had some really important conversations over the years at very specific milestones along the way. How she and I have both grown and changed over that period would maybe be better said by an outsider, but the consistent themes in our relationship are our respect and admiration for one another and our love of poetry and music. That may have even been one of our first conversations and more often than not, the spaces we're in together have one or the other or both (poetry and music) taking place in the background. She's a very special person and a fucking wicked artist. It's an honour to be able to work so closely with her on this and I'm honoured that the heads at MCQ figured out that this might be a good way to launch the new venture. I think they might be onto something.

    Interview: Alexander Lendrum
    Photography: Ewan Spencer