Omarion: The Business, The Music, The Growth

It must be an Ollusion, singer Omarion has grown before us bringing hits and dance moves that are imitiated in clubs and dance competitions. He has moved from the cloud of former boy band member to successful artist, dancer, writer and until recently judge on America’s Best Dance Crew (ABDC).

His latest album Ollusion dropped January 12 and he says this is his best work.  “Up until my last solo album it was a kind of a struggle between the label and myself because they envisioned me one way and I envisioned myself the other way,” he tells AllHipHop.com. “Musically, I have pretty good songs, the influence on the album has been in two parts, and this work on my third solo project is completely me.” He is moving forward, continuing to work harder, and bringing a “won’t stop…can’t stop” attitude along the way.

AllHipHop.com: The tracks that caught my ear off your new album were Kinkos, What Do You Say and Wet–where are you taking the fans next with songs such as these?

Omarion: Well, really those creative concepts, like Wet and those others you named are directed at my fans like Icebox, these little titles are interesting which people could say hmm—I wonder what that is about.

 AllHipHop.com: In the album credits you wrote and co-produced the album, how does it feel to have such artistic liberties and freedoms?

Omarion: It feels like a new pair of shoes. Like a new pair of Jordan’s, something classic like Jordan IV’s brand-new out the box. You really don’t want to get too close to anybody, because you don’t want them to step on your shoes. I am super happy. I am excited because, Omarion will forever stay around and will forever grow as an artist.

 AllHipHop.com: You have own label imprint–Starworld Entertainment tell me about the concept behind it, how long was in the works, and what other ventures or ideas are coming next from the label?

Omarion: Starworld is an idea I had. When I look at shows like the Grammy’s and different things on TV; everything has become so political. It’s about your publicist making sure you’re at the right place, at the right time around the right party. It’s not about what it was built on back in the day and that was respect, creativity and individuality. It’s like you hear the radio and people keep creating songs that have already been created. I feel like I want to teach what my teachers have taught me and that is to have individuality, that’s to be creative and be yourself and there are only a handful of artists out there who actually have a voice. The idea (record label) came very fast. It’s kind of one of those things you write out and you have the patience going towards those things. The label situation seems like it happened overnight. It came about as a thought. It wasn’t that long, it was barely a month. The deal was everyone knew the Young Money situation, the opportunity came up that I could have my own label. I’ve always had a passion for teaching and giving my knowledge. When the idea came about it was like—WOW!!! Now I get the opportunity to have my own chance, my own company and for people to see what I am thinking and the artists I see fit for the industry. It was quick, that’s the deal let’s do it!

 AllHipHop.com: Now that you have your own label, what are some the major changes and differences that you have or are experiencing?

Omarion: The business side is tough as an artist as a singer you’re taught to be emotional because when you’re in the studio you have to deal with those emotions. The emotional aspect isn’t involved in the business part. All of my career, at times I was never able to express myself. In business, you have to recognize expressing yourself might not always be the best thing at times or it might not be the right time. The business part of it is really interesting. I’ve always been involved with it but now I am involved for real I can see the transition: the way people are, the expectations and all the little fun things artists don’t have to deal with.  But, when you are dealing with business and the outcome, it’s very blunt and to the point; people may not be as honest and having to deal with people who laugh you along. These are things I have seen but having to deal with it in the forefront is interesting–it’s exciting.

 AllHipHop.com: I don’t want to offend you, but could you please clarify the disputes about how many albums you sold in the first week and what the actual number was?

Omarion: I actually don’t know, the for sure what the number was. I heard it was 22,000 or 19,000. Whether it was any of those I assure you that first album sales really doesn’t really matter. Timbaland’s first album Shockvalue came out it sold 40,000 the first week and now its like four million sold. For all the people who think that first album sales matter– it’s about a consistent song on the radio. I came out in a really interesting time with all the stuff going on in Haiti and that devastation. I could give you a lot of business reasons for why I may not have had the opportunity to sell as many albums as I have sold in the past but it is not something that bothers me—it is a consistent album. It is my best work. A week’s sales doesn’t define my length, my endurance, nor my outcome of me stopping. 

AllHipHop.com: What is your ultimate goal in the realm of music, acting and business ownership?

Omarion: I have a lot of different goals. I hope to inspire those under me and watching me.                                            

AllHipHop.com: What boundaries are you going to push as you continue to grow in music?

Omarion: That you can be an individual, you can be yourself, you can have an opinion and you don’t have to be with the majority all the time. Say what you feel; people might disagree with you but that is what life is about; life is about doing what’s you feel is in your heart. I will continue to make music and be happy.

AllHipHop.com: What other projects do you have in the pipeline? Ex. acting, mixtapes and etc.

Omarion: I became the new judge on ABDC (America’s Best Dance Crew). I am going out for the MVJ and that is the Most Valuable Judge. I’ve got some movies in the pipeline I can’t really talk about now. Definitely more music, you will guys will be hearing from some of my artists. I plan on opening a dance studio at the end of the year. I have so many creative ideas. I won’t stop. I can’t stop.

AllHipHop.com: Are there any current or upcoming tours?

Omarion: I am putting together some tours now with myself and some of my peers. I will be hitting the road come summertime.

 AllHipHop.com: I read in your biography you released an autobiography titled “O” several years ago, what exactly did it cover and was it difficult putting together?

Omarion: A lot of people were shocked that I wrote an autobiography at such a young age. But I started when I was 14 and put a book out when I was 21 or 22. I have seen a lot. I have been through a lot. I am still scratching the surface. I still feel like I have the opportunity to write from a young man’s point of view, it comes from my history: single parent, a mom, four kids, being in school, coming up in LA, having to watch the gang scene and being apart of that and having to get out of that. People don’t know!

 AllHipHop.com: Let’s change gears and discuss rumors and about former B2K band mate issues: How do you feel about Raz B signing to reality star Tila Tequila’s label?

Omarion: I never really keep up with everything that they have going on. I wish them good luck I wish them the best and that is all I have to say about B2K.

 AllHipHop.com: You left Young money and Lil’ Wayne what was behind that move and are you guys cool?

Omarion: To sum it up, Wayne and me just had different ideas. Wayne is a boss, I am a boss, I am a driver, he is a driver but there is only one steering wheel in the car. At the end of day we just really had separate visions. In respect to what he does, their obviously doing their thing I wish them great love.  There is a lot of talent coming out of Young Money, at the end of the day it is business, it’s nothing personal, it is still all love.

 AllHipHop.com: Growing up what was your favorite Nickelodeon show?

Omarion: All That, I enjoy cartoons more than anything—Tom & Jerry, Bugs Bunny, Pinky & The Brain, Batman, Tin Tin and Japanese anime.            

 AllHipHop.com: What food do you dislike the most?

Omarion: Uncooked food. I’ve been to China and seen the food and was like there is no way I am eating that. I like sushi but that has a purpose.

 AllHipHop.com: What is one of the funniest or most embarrassing things you have done during an interview?

Omarion: Well, um the most embarrassing and its kind of funny too, I was overseas and I fell asleep during an interview. They were overworking me and I was really comfortable and I fell asleep. When I woke-up I was like I am sorry man. It was embarrassing and funny.

 AllHipHop.com: What scares you the most?

Omarion: I am not afraid of anything. I walk with a higher power (as a Jehovah’s Witness). If I were to be afraid of anything it would be for my family and friends for their well being more than anything. Those things that are out my power those are things that make me jittery or uncomfortable.

 AllHipHop.com: I can’t get over the fact that you are becoming a Jehovah’s Witness, when will that be official and how will that impact your music?

Omarion: I go back to when Michael Jackson was a Jehovah witness. It (being a Jehovah’s Witness) will change my approach to music. It will change my representation and I will probably be getting baptized in a year or two. It is an important step for my life.

 AllHipHop.com: Being a Jehovah’s Witness is a lifetime commitment; do you see yourself tapping into gospel music?

Omarion: Uum…I don’t know about that. I enjoy gospel music. I don’t know if I would step into gospel music, it is kind of cliché.

 

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