Ave, The New Bronx-Bomber

The music industry nitpicks at all artists on the rise, in search of a double-sided detail, one that "separates" the artists from the rest and also works as a clever marketing ploy, like Kanye and cockiness, Snoop Dogg and his love for the herb, N.O.R.E's sudden overwhelming Latino pride. These are things that are automatically aligned with the artist's persona, somewhat pigeonholing the artists.

Well Ave isn't having that. The born Bronx-bomber grew up in a Hispanic household, a sly mention that managed to catch my attention. We've all heard about the hyped up next big Latino rapper, or the next Asian emcee, or the next Eminem. So when I learned that Ave was a Hispanic rapper, I thought, "A rapper that isn't capitalizing on the 'token Latino Rapper' role?"

Ave refuses to use his Dominican heritage as a marketing ploy. And with that said, lets continue on the road toward Ave.

Ave has already made some power moves. For example, getting his single, "It's Going Down Tonight" some air time on New York's premier hip hop station Hot97. A milestone moment which helped Ave realize the potential in his music. "...Opened up my eyes at the time. I could really do this," says Ave.

While the cliche topic of choice remains about New York and hip hop, one still has to skeptically question the artist that is claiming to be New York's hip hop messiah. Not saying he is going to bring New York back, he does make some good observations about the wrongdoings of New York rappers. "New York has been trendsetting our whole lives. It's a first for New York not to be on top. It's intimidating for new artists. Everyone is scared to do something different." We're all self-conscience, he's just the first to admit it.

It's obvious that the industry is changing. No longer are there major label dreams or sold out concert wishes. Artists now take the independent route, as Ave did when he signed to Urban Music Entertainment. "Still have major label dreams?" Ducking the question directly, he says, "I wouldn't do it if I didn't believe in it."

For more information, check out: Myspace.com/ave