Interviews & Profiles

VLA
Interview by Francis Tanneur

Who is VLA? Well, VLA is a Canadian Recording artist of Sicilian heritage presently living in the city of Toronto. I’m presently just finishing up on my forthcoming album with the first release “You are the one”. The name VLA is derived from my last name Vella.

How did you get involved in the Music business?

Originally, I started with the love of Freestyle music and wanted to take part in the industry than just being a fan. It began back 1987 when I first heard the likes of Stevie B it was then that I knew that I had to take my part. I began looking for a studio, at that time I worked with a studio called Triton sounds, which was owned by Steve Dell’angelo. Producers at that time in the city of Toronto did not have the knowledge of Freestyle Dance music as most of them were Rock and Roll based. So therefore I became a self taught producer in the genre of Freestyle music. I Began Recording Demos and shopping them around to various companies, however none were interested until I actually met a producer that had a musical background as well as being a DJ of Dance music. This person’s name was Marc Pompeo whom produced my first complete mastered track titled “We won’t let each other go” a Freestyle ballad in 1992 which was recorded at a Room with a view. It wasn’t until 1994 that I had gone back to the studio to re-cut the track over that I met Jiries Arbid from Captain Records a new record company where the track was released later that Spring as I performed my first Show at Baroques night-club and two months later performing my second show at Palazzos night club opening up for Stevie B and the rest was history. So, I guess you can say that timing was everything! 

All your singles have been released on Captain records. Could you explain us this faithfulness to the label?

Well Francis, Captain Records is the type of label that believed in my work and had given me, and my producer, creative control over my tracks. They also believe in Artist development and I believe that in order to be successful an Artist needs that Fan loyalty that Captain Records knows how to culture and cultivate! I also believe in a formula of success where if you are successful with the people that can make “I gave my heart” a Freestyle classic then there is a lot more room for future hits as well. Don’t forget that Captain Records is also the label that first signed and discovered international Dance artist Sarina Paris who had performed backing vocals on “I gave my heart”. 

How did you meet Jiries Arbid (the owner of Captain Records)?

I’ve know Jiries since High school, and we actually met at our part-time job in a grocery store called Miracle Food mart which is now owned by A&P. Back then we really never spoke to each other it was all Hi and Bye type of thing. Until rumors started circulating in the store that I was a Freestyle singer and that’s when we started conversing on the issue of music. So I invited Jiries down to the studio at Room with a View where I introduced him to Marc Pompeo my producer and at that time I was recording my single “We won’t let each other go”. As I recall Jiries found the track to be very interesting. I wanted to do something with the track but really didn’t have the help to promote it, until one day in the month of December Miracle Food Mart (A&P) went on strike and put 6000 people out of job for the Christmas holidays until next spring. So Jiries and I looked at each other and said we have all this spare time now with nothing to do, let’s start promoting “We won’t let each other go”! Jiries started a label presently called Captain Records and invested $600.00 into pressing the CDs and started pushing it on Energy 108 and some of the local DJ’s and clubs in the city. And as I recall Jiries was still at the University of Toronto and working the record at the same time. Mind you it was a very big risk considering we had no jobs or income, however we believed that being productive could not place us in a worse situation. That’s basically how I met Jiries Arbid from Captain Records and how it all began……….and here we are today!

Could you ask Jiries why he did choose “Captain Records” for the name of his own label? That's easy Francis, when Jiries started the label we were deciding on a name, our producer Marc Pompeo has a DJ name that he goes by called “TheCaptain” and since ha was producing the tracks and is a founding member, it was decided to use the name Captain Records. Now, Jiries has added the company slogan behind it, as it called “Captain Records - More than just music”.  Over 6 years, you’ve only released 4 singles (“We won’t let each other go”, “I gave my heart”, “Sweet lil’ lady rockin’ your body” and “You are the one”). Why you are so discreet on the Canadian Freestyle scene? The reason for only 4 singles in 6 years is the ups and downs within the Dance music industry where Captain Records is very selective in releasing a track at the right time, it also takes time to record and write good songs, so sometimes it worth the wait for the fans to hear good quality product. As well a person has to live their life as well, travel, getting married and so on…

Even if you are not an “active” singer, the Freestylers stay really faithful to you. How do you explain this popularity?

Well like I said before it takes time to write and release really good quality songs that those fans can appreciate and relate too. Captain Records is also very good at nurturing fan popularity of a recording artist. 

What is the best compliment that a fan can say about you? I get allot of compliments, the main one I always get is the one where my fans relate to my song writing where they swear that I have saved their relationship by just listening to my material. They base the words of my songs as if I had gone through the same experiences that they have gone through. And I guess this is the best compliment you can receive that I have done something good for someone.

In 1996, you released your second single “Sweet lil’ lady rockin’ your body” under the name of “Vincent V. Why did you do this choice? Is it a career strategy?

Originally before VLA was VLA my stage name was VINCENT V and “Sweet lil’ lady rockin’ your body” was a song I had written under the copyright of Vincent V but not recorded until 1996. Unfortunately who would have known that the name VLA was a more popular name than Vincent V. 

How would you define your “musical style”? My musical style is very unique unlike traditional Freestyle music, I like to use a style that is distinctive and that people can point out right away as the signature of VLA. I LIKE TO CALL IT TORONTO FREESTYLE MUSIC!!!  Most of Canadian productions contain the Planet Rock beat. Why didn’t you use this beat? The reason I don’t use that beat is because its over used and it doesn’t represent me as creative artist.

What do you mean, VLA? Do you think that an artist who uses this beat can’t be considered as a creative artist?

No, I don’t think so the only creativity can come from using new lyrics to the same old beat. 

In your opinion, why is the Planet Rock beat/style so popular in your country and also in Germany?

Can’t explain it, I guess that its an over used beat that people are used to hearing all the time. 

What is your favorite genre of Freestyle (Latin Hip-Hop, Electro, New School, Progressive Freestyle, etc.)? Why? TORONTO FREESTYLE MUSIC! Because it represents me first and foremost!  Are you following the Freestyle actuality? No not really, I try to stick with my own creativity, sometimes I might lean a little to one side as to what is presently going on.

When did you encounter Freestyle music for the first time?

Originally I remember encountering Freestyle for the first time when I was in grade 8, a friend of mine let me hear a song on a walkman and it was Shannon's “Let the music play” from then I started to hear it on the radio Kiss 98.5 from Buffalo, N.Y. along with artists like Afrika Bambataa, TKA and so on ...from then I guess it became popular through word of mouth! Freestyle back then was called Funk or Electro Funk and it then branched off into two forms one being Rap/Hip Hop as we know it today and the other being Freestyle/Dance music. I also remember a year or two after that Freestyle became more popular, it eventually spread into the High school dances that not DJ's threw but DJ crews which was the big thing back then. However I remember one DJ that wasn't part of a crew from a High school dance where I met DJ Joey D, this guy was phenomenal he is actually one of the first DJ's in the City of Toronto that is legendary for making “astralights” the first largest all ages club famous along side other DJ’s like kilowatt! This is where I would say I heard artists like Noel and Stevie B for the first time, which gave me the motivation to start recording! So I guess that is how I encountered Freestyle music in a nutshell! 

What is your opinion of the Canadian Freestyle scene?

Unfortunately, it doesn’t receive the proper respect that it should! The Canadian Freestyle scene needs be elevated to a higher status in the same respect as to how R&B/Hip Hop has been elevated. 

During a live performance, which Freestyle artist mostly impressed you?

Stevie B – he has the most energy that a fan can enjoy, next to me! 

Why are radio stations (whatever the country) more and more hesitant to play Freestyle music?

Well like I had mentioned before Freestyle does not get the needed respect that it justly deserves. Corporate radio fails to see sometimes that it’s the Freestyle fans that bring in the numbers for listenership and they are afraid of losing advertising dollars if they start playing more Freestyle on their station. 

Do you think that Freestyle music has a future?

Yes, Freestyle music does have a future but sometimes it takes time for it to evolve and go to the next stage. 

Musically speaking, what kind of evolution does Freestyle music need? Musically speaking, we can say that my style of the genre of Freestyle is very distinctive with new ideas that can help it evolve. However this will have to also come from the producers creative point as well. And I can’t speak for other producers only myself. I can say that right now in Europe the big trend is Breakbeat where you have these Breakbeat samples in the middle of a Trance track. So there you go Francis; Freestyle might evolve in another part of the World through another genre of music!

What is your personal definition of Freestyle music?

I could say allot of things would be my definition but no one of them can be right. But I will say that Freestyle music needs to be associated more with Pop culture if it seeks a real definition! 

Who has been your main influence?

Stevie B and Noel, of course. 

What is your “all time favorite” Freestyle song? Why?

“Dreaming of love” – it is the most motivating for myself. 

What is your “all time favorite” Freestyle producer? Why?

Marc Pompeo for producing my songs “We won’t let each other go” and “I gave my heart”. 

What is your “all time favorite” Freestyle remixer/DJ”? Why?

That would have to be DJ Joey D he is probably one of the first DJs to bust out my track on radio and in the club. And as well the late Jim Evans from Texas for promoting me on radio and also in the clubs down in Texas. 

What do you think of the Freestyle scene and market?

I believe that the Freestyle scene needs to evolve if it wants to enter the mainstream market.  

Why has Freestyle music become an underground music? How has it lost its fame?

Well the way I see it, is that it hasn’t evolved like other genres of Dance music and if everyone keeps using that same old planet rock beat then Freestyle will go nowhere! And I guess this is why it became underground, it steered away from mainstream radio.

 Why is Freestyle music not represented in any official Dance music awards (Grammy Awards, etc.)?

The reason that Freestyle is not represented at the Grammy Awards is because the Grammys are based on record sales of a single or album and there hasn’t been any one artist that has broken this barrier. However I know that the Winter Music Conference does host a Freestyle music award with DMA magazine once a year! 

What would you change in the Freestyle industry today? Well its not necessarily the Freestyle industry but the music and radio industry as a whole and any one person does not have the power to do this on their own.  What advice or message would you give to future artists? Just keep on trying and believe in yourself. Most people that fail always quit just before they’re ready to succeed!  Do you have any particular message to give to the Freestyle community, and to your fans? Yes, I would like to thank all the Fans for their support and believing in Freestyle music Worldwide.

And don’t forget to check out my new web site coming soon www.vla.ca and www.captainrecords.com. I know sometimes it might be difficult to find a record from an Indie, however this is where the fans can get it! 

What is your best souvenir in Freestyle music?

That would be hearing my song on the Radio and hearing the song in a club, this gives me a self of accomplishment. 

A part of the sales of your CD single “You are the one” will be paid to M.S. Society. Why are you so involved in this cause? The reason I’m involved with this charity is because there is so much charity for societies like cancer and such, however I haven’t seem anyone support M.S. and I presently have a member in my family whom is my brother that has this. And because I see this suffering almost everyday I wanted to do something to give back to society. Since I have the ability as a person that is seen in public I have the opportunity to help this great cause.

What happened to you? Why did you wait about 5 years before releasing “You are the one”?

The reason we waited to release the track is because the market wasn’t right for me to release a track at a certain time plus I had some personal issues to attend to before being fully ready to promote my new record. 

Will we have to wait 5 other years before your next single? (Just kidding!!!)

No you won’t, you will see and hear some good quality releases! 

Are you interested in singing in other musical genres?

Yes, maybe leaning a little more to Pop and Ballad music but still keeping that Freestyle flavors within’ my song writing. 

Anything else you want to talk about?

Thank you Francis for your time! And also all the Freestyle fans World Wide that can help support M.S – multiple sclerosis. 

What is the future of VLA?

Presently I have a new web site coming shortly www.vla.ca where you will be able to hear my music and watch my concerts. Don’t forget to sign my guest book to show your Freestyle faith! 

I will sign your guest book Vincent.