Ahead of Cruza’s first major European tour, two of the LA-based psychedelic / R&B alt-rap quartet, Bassist and programmer AJ Roth and lead vocalist Adam Kain sat down with writer Damola Oladapo to discuss their whirlwind year. It’s a 12 month spell which has seen them release their breakout, self-titled LP ‘Cruzafied’, sign with Def Jam, produce for Kanye West and Ravyn Lenae, swap their hometowns for Los Angeles to go all in on their musical vision.
We spoke motivations, future projects, best food spots in London, dream collaborators and more.
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So, what was the goal on ‘Cruzafied’?
Cruza (AJ and Adam): We try to focus on maturing the sound. You know, we made ‘Dog Daze’ (the album that preceded ‘Cruzafied’) about six or seven years ago. It might have come out in 2020, but we had been working those songs from a while back. So I think between now and then, our main goal was just to show growth and maturity in between the two projects, I’d say we had a lot of life lessons. We were growing as a band, signing with Def Jam, moving out to LA. We learned a lot, and we’ve been in a lot of rooms with a lot of different artists, you know, like you said, some you know, Ravyn, Lynette, Monte, Booker you know. So it’s like, we just learned a lot from a lot of artists, and we’ve kind of found a way to, like, refine our sound a bit. And I think that’s what ‘Cruzafied’ was.
Has moving out to LA changed your style/output/perspective?
Cruza (Adam): I like to think we’re the same still, because we keep, like, a really small, tight knit circle around us. And I think we’ve had the advantage of, like, kind of getting being able to learn from other artists who’ve done this. So we kind of know, like, you want to keep your real friends around. You want to make sure that you can always go back home, you know?. Home is always home. We’re trying to be bicoastal – so we’ve got a base at home and in LA too. That balance is key. But LA has shown us the processes and the work ethic and structure it takes to start levelling up. It’s been a blessing in this respect, learning from peers, from legends, we’re going harder than ever.
And how do you describe your style?
Cruza (AJ Roth): We get psychedelic a lot. And that’s right, we’re heavily influenced by the sound. But, a lot of times people are trying to, I guess, figure out the words to describe us, because we do try to pull from a lot of different influences to literally make our own thing, you know. But I think the most common one is probably psychedelic. But also just alternative, which we take that as a compliment, because we’re here to do something different, something more immersive.
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Who are some of your biggest inspirations, the core references across every drop?
Cruza (Adam Kain): I think on a production tip, I’m going to say some of my biggest inspirations has got to be King Krule. He’s a big inspiration for us. Jai Paul. Jai Paul’s a big inspiration. Gorillaz too. And a fourth one, Pharrell, Neptunes, unmissable. That’s the motion right there. They’re all storytellers, world-builders and that’s precisely how we’re trying to approach music. We don’t just want to make songs, we’re trying to craft music that sets a mood or creates a moment.
How is your subject matter changing as you grow as musicians?
Cruza (Adam Kain): I feel like the subject matter was more personal before. We were speaking a lot more about love and relationships and stuff. But I find that the bigger we get, as our vocalist, I feel like I have to be the voice of the entire band sometimes. So I try to tone down the subject matter a little bit. I’m all loved out (laughs).
There’s more to life. And that’s funny. I think, I think sometimes, as an artist, it’s easy to default to a topic that seems really digestible, but I think there are also more topics that are relatable, like stuff that I would naturally want to talk about more. So I think the music is just naturally maturing, and will probably get a little darker. More grungy.
What does Cruza stand for?
Cruza (AJ Roth): Well, ‘cruz’ is actually cross in Spanish. Because we flow, we cruise, we cross genres and sounds – so our name is legit what we stand for as artists. Both as makers of it, and lovers of it. We like things that can be different things, all at once. We’re a combination of things, elements, experiences. Just like your question earlier about how people describe our music – well – we be cruising.
Tell me about your on-going collaborations with Smino, you guys have a great rapport together on records.
Cruza (AJ Roth and Adam Kain): Man, Smi reached out to us. Like, we were super unknown and he just told us he wanted us on the album. He gave us the opportunity, opened us up to his audience, making Louphoria was a super important moment for us as a group. We started working with the people he works with, they started rocking with us – Monte Booker, Ravyn Lenae – it had a major impact for us so shout out Smi truly.
It even changed our audience – the difference in the faces at our shows after Louphoria dropped was crazy. Prior to this we had and still have many white fans. But our audience became more black, believe it or not. Our crowds have been like 80% more black now which is super cool. Sometimes I think listeners need to see a certain alignment to feel bold enough to really participate, so we’re really happy that working with Smi brought us closer to the culture, love to Smi, always.
Which UK artists are you guys rocking with right now?
Cruza (Adam Kain): Man, one of my favourite artists is actually out of London right now, John Glacier. She’s dope. Every day, you know, I’m probably listening to something by her. She’s great. That Surf album – I’ve been floating on that.
Favourite Gorillaz album?
Cruza (AJ Roth): Hmmmm. Self-titled. I’m a purist man, self-titled opened up a whole new sonic landscape for me man, sentimental maybe but that LP is special.
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What can we expect from the next release?
Cruza (AJ Roth and Adam Kain): Next release, man is going to be more polished for sure. Definitely going to be a little more collaborative as well. Like all of our stuff up until now has been super in house, you know. Keeping it to ourselves? But now that we have a bit more exposure, we’re more connected to certain people, we’re just excited to produce more music with more artists we love and respect.
Alright, last question – as a group of Black musicians, who aren’t traditional in their sound, how has it felt to be being signed to the historic Def Jam?
Cruza (AJ Roth): It’s a blessing. It’s a very historic label, like you said. Man, a lot of greatness has come through here. So it’s an honor to be able to walk in these footsteps and to get the connections and exposure that comes along with it. It’s definitely very cool. Like, do I recommend labels to every artist? No, because I think nowadays you don’t really need it. It for certain artists, but I think for us, it’s been a good fit, and it’s really worked out. Shout out Tanji, our guy up there, man, you know, he’s holding it down. He’s a good dude.
Cruza (Adam Kain): I always look at them as, you know, for them to label, you know, that magnitude, to kind of be able to look at us and say, oh, man, you know, we think they can do something that we’re always going to appreciate that and, and it’s been really just, I think for us, you know, the rate that we were moving, you know, I think when you get signed to a label, you have to ramp up your just, your, you know, your business acumen, your professionalism, and it kind of forced us to really move faster – you know? And I appreciate Tanji for that, he showed us how to start hitting newer levels. It’s always about learning more and growing more as artists for us.
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Cruza play London’s The Lower Third on October 7th and 8th.
Words: Damola Oladapo
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