In a time where new music has become accessible enough to listen and digest in a short duration, appreciating the art of a solid body of work has seamlessly gone under the radar.
Seeking to replicate musical longevity for its listeners is hit producer Quincy Tell Em. His rapport with M-Huncho can be put at the forefront of the UK wave sound, transcending a genre to heights in which a new generation has now formed.
Make Wave Great Again is Quincy’s inaugural project as he unleashes U.K’s next set of trendsetters for the sub-genre of Trap Wave. It’s a moment for the scene to combine experience with newfound talent to essentially make wave great again.
Today marks the release of MWGA and we exclusively caught up with Quincy Tell Em to explore the project, the importance of working alongside music platforms, career highlights and much more.
‘Make Wave Great Again’ – What can listeners expect from your upcoming project?
“They can expect to hear a new direction that Wave is going in. Not just the current generation of artist, but the newer generation too. I don’t like to say the old generation because M-Huncho and Nafe Smallz are still current, but them co-signing the new generation. Make Wave Great Again will see the new-gen being embraced by the current-gen but with a whole new sound that I’m pushing with this tape.”
How long was the recording process?
“Four days! I had done like a recording camp in Oxford. I had an Airbnb in which I invited all the artists down to make this tape. Four-full days of non-stop recording.”
Being that it’s about the wave, the tape is introduced by non-other than Max B! How did you manage to get him on board with the project?
“Initially, it was just a thought! We didn’t think it was possible because of his current situation. My management ended up finding his representatives who look after him in jail. We messaged him to see if it would be cool to get a voice note off Max B whilst he’s in jail. They said they can make it happen, and it had to happen! To get Max B introducing a wave tape out of the U.K, it’s never been done before. We had to do it. It’s a surreal moment.”
Some of the artists that feature include M Huncho, Nafe Smallz, Figs & Treez0. What was the importance of having these artists be a part of the project?
“The project title is Make Wave Great Again but it’s not saying that wave isn’t great, it’s more about embracing the new generation of artists that don’t have the platform and push that the Huncho’s and Nafe’s had. Wave isn’t getting that same push right now. The reason they’re on the tape is to get their fan bases to find these new artists. A lot of new artists are trying to do everything on their own channel, so they miss out on the GRM’s and Link Up TV’s. They don’t have the push of the big platforms with millions of subscribers. The genre isn’t dead but it’s about giving it a new life!”
As an artist or producer, are these music platforms still important to push new music that is released?
“100%. They are staples of the game. If it weren’t for these platforms, we wouldn’t have 90% of the artist we have today. It’s just a matter of consistency at this point. An artist can’t just drop one song and expect to have a moment like he did in 2019. Now, you have to be way more consistent, and this is where artists are getting it wrong. If these music platforms weren’t there, there would be a massive whole in the industry.”
I want to touch on one artist in particular, M Huncho. If we go back to the 48 Hours mixtape, was there a feeling that you knew this was going to be successful?
“100% Bro. Not just because of the music, but because of the energy M brought into the game. We’ve never seen someone wearing a bally doing wave music. It wasn’t a thing in the U.K. Those times, balaclavas were associated with Drill music, and he’s flipped the whole script.”
Can you remember the time when you knew producing was becoming a career choice for yourself?
“It was actually after we made 48 Hours, it was when we made Utopia. On 48 Hours, I only had one song on there (Come Up) which was a big single on the project but wasn’t heavily involved in making the music at the time, I was just there. Utopia is where I really stepped foot into being the producer that I am today. We made a song called Survive and till today it’s the favourite song that I’ve made. It’s not because it’s the best song that I’ve made but I remember making it at the time and getting home thinking this is my life! Music is going to be my full-time job now. Before Utopia came out, I knew this is going to change my life and it did. That was like 2018.”
Now that it is your full-time job, what would you say has been the most enjoyable part of being a producer?
“At first, it’s about people recognising your music. It then changes to you being able to live off your music. Now, the most enjoyable part of being involved with music is being able to have a platform and put others on. Even with Make Wave Great Again, it’s the perfect opportunity for me to put on the next person, the next artist or producer. I’ve been given a platform that I can now share with others. Maybe five years from now, it will be something different!”
What has been your career highlight so far?
“I’ve had a few! Performing in Portugal with M-Huncho and getting love out there separately to M. I’m Portuguese and it was the first time people are actually coming to me for me. I’m one of their own! They came and just showed me mad love off the back of that. That’s my career highlight of people recognising me more as the producer behind the music.”
What is something on your bucket list that you still want to achieve?
“Bro, there is a lot! Even with Make Wave Great Again, this is a whole new journey for me. I’m transitioning from a producer to an artist. There’s a whole journey that I haven’t experienced yet as an artist. Doing my own shows, bringing out all the artists, going on radio, it’s a different journey. There’s a lot as an artist that I need to tick off.”
Who are three artists currently at the top of your playlist?
“I listen to French music, so this is going to shock people! At the top of my playlist is a guy call Tayc, then Werenoire and Gunna.”
What advice do you have for emerging producers that are trying to make a name for themselves?
“Kind of follow my journey and try to find an artist that you believe in and try and build with them. I was lucky because I knew M-Huncho from growing up, but now, social media is such a big place that you can find an artist randomly on Instagram, and message them because their accessible. Find a local artist that’s looking to be exposed.
“A lot of producers have the issue right now of trying to chase one big artist. I can only imagine how many young producers are trying to chase Central Cee! You’ll make one song and then you’ll be forgotten, it won’t do anything for your career!
“Try and find one artist and build with them. If you look at all the biggest producers in our scene, they all came up with someone. Steel Banglez came up with MoStack and Mist, Jae5 came up with J Hus, Nyge came up with AJ Tracey. Anyone that’s in that mix of producers that hasn’t come up with someone, they don’t really build themselves a legacy. Try and find an artist and build your legacy. Everything else will come with that.”
Make sure you stream the brand new project below right now!