to have longevity like Celia Cruz who can still do shows and get love, but I also want to be an entrepreneur like Gloria and Emilio [Estefan]. That’s how I want my career to be. At what point would you say you took your destiny in your own hands, career-wise? I took my destiny in my own hands when I was on Luke Records. Luke is the blueprint; he sold millions on his own. When I got to TVT I formed alliances with everyone in the building. These artists walk into these offices like their shit don’t stink and think these people are gonna want to work for them. But Mr. Gottlieb tied [the employees’] hands behind their back and said he wouldn’t pay them if they kept fucking with me. At that point me and Team Pitbull went out on our own. That’s what it’s all about. When these artists go out on tour, they gotta pick up business cards. It’s all about networking. That’s the only way you survive.
Though the title to his latest single would lead you to think that he is loco, Pitbull is far from “Crazy.” He knows exactly what he’s doing. Since busting on the scene in 2003 with his Lil Jon-assisted ode to ass “Culo,” Pit has built his name and brand as the premier bi-lingual rapper on the planet. Whether it be through keeping a musical alliance with Lil Jon or hopping on the right Reggaeton hits, Pit is swiftly approaching being a household name from the bricks to the barrio. Even through poor promotion and well documented disputes with his former recording home TVT literally had him on the shelf (his last two albums collectively sold half the amount of his Gold-selling debut), Pit has taken an independent route making a name for himself through doing shows and using alternative avenues. His latest venture, a single deal with digital powerhouse The Orchard has seen his single “Crazy” catapult to 250,000 copies sold on iTunes. In the midst of riding the success of his new single and prepping to release his latest fulllength Rebelution, Pitbull is taking a bite out of as many pies as possible venturing into both the online and television worlds. Here, Pit speaks on everything from his independent state of mind to why he prefers an actual party over a political one. Tell us about the unique situation you’re in right now with your record label. After this single “Crazy” I’m a free agent. I’m negotiating with labels as we speak. If anyone wants a sweet digital single deal I suggest you go through The Orchard.
Why did you decide to use this avenue this go around? It’s an avenue for me to continue to sell. “Crazy” is at 250,000 sold on iTunes. With The Boatlift I only sold 100,000 in stores because TVT went bankrupt, but I sold 1.2 million digitally. So I’m not new to the digital game. iTunes and all the phone carriers make money one way or the other. They help you market and get your radio up. I always had a team in place, so when the company gives me money, I give it to the team and do our thing. But for a record like “Crazy” without a major selling 250,000 in 5 weeks is pretty fucking amazing. You mentioned that you are in negotiation with major labels. What is attractive about them to you right now? I’ve never been looked at as a big boy in the game even though I’ve been doing big boy numbers. It’s always been an independent grind for me, but now, I get to plug into the machine. I’m not looking for an artist exclusive deal, and I’m going to cut a 360 deal either. I’m cutting a different deal because I bring my own fanbase, a diverse fanbase. Speaking of which, tell us a little bit about your new social networking site. PlanetPit.com is a place where I can keep up with the fans. Everyday I’m putting up new things to keep people updated, entertained and educated. I got someone who can handle the shit on the daily and I tell them what I want on there. Personally, I’m computer illiterate. You have a television show now as well, right? Yes. La Esquina. It means “the corner” in Spanish. It’s 2 weeks in and it’s the number one show on Mun2. That network went from 6 to 24 million viewers in one year, might I add. We touch on what’s hot in society and twist it and make it funny with a message in it. Back when you came on the scene around 2003, what were some of your goals? My goals have always been that by 30 I would have my own company, ownership, living on an island, and to establish myself in the music game with my own lane. I’m the only one who is bilingual who has been able to tap dance through all different cultures. I have my own company, Mr. 305 Inc., where I have my artists Cornbread, Sincero, and Young Boss who is already signed to Universal Republic. So none of this should come as any surprise. It was all part of the plan. I want
You’ve recorded political songs speaking on the situation in Cuba, but you’re more known for party tracks. Why do you think people would rather hear those types of songs? I put out “American War,” a very political song, which is on YouTube right now. But to turn on the TV and see all the negativity, people want to go to the club and escape. I make all types of music, but that’s the kind of music I have to continue to put out to survive. I cater to my fans in order to be catered to, and now it’s my turn to give them what I want to give them. The classic album that I never got a chance to do, a full spectrum of music. Not just dope, the streets, or political shit, I’m gonna be talking about everything they’ve been seeing. I thank God I wasn’t plugged all the way in early because I got a good perspective on things now. Over the years you’ve grown to become an internationally known artist. How much do you think that has to do with your nationality? A lot. I was on tour with Akon in Australia. We both had a mutual friend who would tell us about each other. He said that we were both going to blow one day. Akon comes from a different kind of struggle. If you’re talking about Senegal [where Akon is from] and you come to the States, it’s like Beverly Hills. Same with me being from Cuba and comparing it to the Pork N’ Beans. You’ve got a roof over your head and government help [here in the States], unlike third word countries. I think that’s why we’re winning. We talk from different perspectives. Do you ever look at some of your music peers a certain way, for acting like their life was rougher than it may have been? Everybody wants to paint their life as interesting. You’ve got [artists like] Kanye West who don’t rap about doing crazy shit in the streets, he just knows how to flip shit with good wordplay. Jeezy and TI paint good pictures too. But a lot these cats know they’re green as fuck. They don’t know nothing about the streets, but if there are people who believe them, hey, more power to them, because they’re good actors. Do they fuck with me? No. Do I fuck with them? No. It’s kinda like with homosexuals. I respect that you’re homosexual, that’s your thing, just never disrespect me. So when I see a lot of rappers who paint pictures of a life they never lived, that’s not my problem. Conscience is a muthafucker. It catches up with you. // Words by Maurice G. Garland
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