The following is another article trying to explain the enigma that is Theophilus London.
You'd think that a guy like London wouldn't be that complicated. Born on the island of Trinidad and raised in the streets of Brooklyn, London is making a name as a rapper with an extravagant fashion sense (he often rocks slim gold chains, skinny jeans and the occasional wide-brimmed hat) and a taste for retro-electro beats. After dropping several mixtapes, he released his debut album, "Timez Are Weird These Days," last summer on Reprise Records. He says he has done more than 500 shows, performing in such international locales as London, Paris and even last year's Cannes Film Festival, where he did a star-making performance he hopes to duplicate at the festival this year.
However, while speaking with the guy on the phone for a scant 10 minutes, one finds that London is trying, almost aggressively, to make himself out to be a mysterious figure, a man with a plan he refuses to divulge. "I don't really like giving away too much of my 'mystery,' " says London, calling from Austin. "I don't tell people my thoughts." He also doesn't seem to like telling people basic facts. When asked how old he is, the dude presses for the interview to start. (Previous reports have listed his age at 24.)
He has no name for it
It appears that London is determined to keep folks guessing about who he is and what kind of artist he's out to be. He seems to immediately distance himself from whatever thoughts you have about his music. For instance, despite having a sound that's usually classified as electro-rap, London does not approve of his music being categorized that way.
"I don't agree with being called electro-rap," he says. "I mean, it just originated from me watching the greats, watching the legends like James Brown, Marvin Gaye, Michael Jackson. I've studied frontmen like Morrissey. I've studied frontmen like Ian Curtis. And, now, I'm on my own."
Well, just how did he go about composing the synth-heavy beats and egocentric rhymes on "Timez," which eschews the usual plethora of guest MCs and just has contributions from Sara Quin (of the Canadian indie duo Tegan and Sara) and Holly Miranda (of the Brooklyn rock band The Jealous Girlfriends)? "I just zone out," he says. "I get into a character when I'm writing an album. It depends on the theme of that album. I role-play into that character and, then, I start reaching out to people who make sense for the project."
Oh, and what kind of character did you get into while working on the album?
"The character on the CD. Yeah."
OK.
He also hates it when his music is described as nostalgic, even though "Timez" often sounds like the best hip-hop album of 1986. (It almost makes sense that London would sign to Reprise, considering that label released music from such Reagan-era, synth-pop stalwarts as Depeche Mode, Tom Tom Club and Information Society.) "I don't really care about the '80s, and I don't like the word 'retro,' " he says. "I like a lot of early music. I like jazz. I like musicals. I like going to Broadway. I like theatrical things."
Well, his love for theatricality could certainly describe his taste in clothing. When asked where he gets his clothes, London keeps it short and sweet. "I get it from different boutiques," he says. "I go to boutiques and I got good taste, and I get good stuff."
Going for his brand
Like most rappers who aspire to be fashion-savvy tastemakers (he met his idol Kanye West in Cannes), London also wants fans to start wearing his gear. To coincide with the release of the EP "Lovers Holiday" early last year, London started wearing a black baseball cap with "LVRS" slapped on the front, in big, white letters. Eventually, the cap became available for online purchase, complete with a $50 price tag. (Sorry - they're sold out.) "I want people to obtain this stuff," he says. "If they're a fan of mine, then they want to collect any item that I can get out. So, this is a collectible and they got it."
It does appear that London wants to be known not just as a rapper, but as a brand name. He's already gotten in bed with such companies as Bing, Bushmills, Nike, Cole Haan, Pepsi and Tommy Hilfiger, either appearing in ad campaigns, performing at one of their events or, in the case of Haan, helping design a new pair of blue-suede bucks. It turns out being a promotional tool for companies is part of his oh-so-secretive plan. "I reached out to all these companies and we're working together," he says, succinctly. "That's my plan."
Whatever plan he has, it looks like he's not gonna share much of it with anyone now. At the moment, he's content with giving audiences this international-man-of-mystery persona he seems to have spent a lot of time perfecting. "I want them to know they can do anything they want in life," he ends, once again summing up things in a brief, curt manner.
So, hey, maybe if you work real hard, you too can be a flashy hip-hopper who doesn't give up much during an interview.
