March 28, 2006 @ 10:43 am

Avant: 4 Minutes with the Director

by: Andy Tarradath

With all the Pop&B saturating our airwaves, it’s easy to forget about our dependable soul men who with every tune deliver the type of stuff our parents were getting theirs on to. Still, nowadays it looks as if true R&B is seeping it’s way back onto center stage, and R&B songster Avant seems to be spearheading the charge. The clock-ticking, palpating first single, “4 Minutes,” of his fourth album, Director, is proof.

Avant is like fine wine that gets better as it matures, finding focus, reaching beyond generic expectations, or rather, musical comfort. This “ghetto soul” strikes every punch as if it’s his last. Beneath the guise of tender melodies and sexy hooks, Avant is a fighter.

right In a candid interview with Vibe.com, Avant tells us why there’s nothing wrong with chivalry, why Michael Jackson is still his favorite, and what this Taurus man looks for in a woman.

Vibe.com: Tell us about the moment when you realized music was to be your life?

Avant: I remember my uncle who passed away a couple of years ago. He told me how great I sounded when I was barely 5 years old. He said: ‘You got what it takes to take what they got’ and I’ve always stood by that motto. The true R&B artists such as Luther Vandross, Babyface and the great Marvin Gay, their music metaphorically made you fall in love.

What do you think is the one thing that people misunderstand about R&B singers?

People always assume that we [R&B singers] know how to cater to woman. For me, there’s nothing wrong with saying, ‘boo, I got you.’ What ever happened to chivalry? That’s what we do. I think a lot of new R&B singers get it twisted. They think we all have to be blingin’ R&B/Rappers. It’s what women love that’s important. We should be here to get them out of a bad situation, to always make them feel good. The fact is that it’s learned, and not necessarily something automatic.

After only 3 albums, how does it feel to have your sound recognized?

To be able to create your own niche and for people to understand who you are, musically, is a beautiful thing. I came in the game around 1998. I don’t want to be handed anything. I believe I have shown through my persistence that I work for mine. I continue to stay consistent. Stay consistent with your hit records and people will always love you for what you do best.

So tell us a little bit about your first single, “4 Minutes.” There’s already a sense of a new Avant peeping through.

My new single has a clock ticking in it. It’s never been done before. I’m trying to come out with something brand new, so that people can say, “wow, that’s different.” it’s about spending that extra time in the studio – not coming up with the latest cliché. I am reaching for the next level. This time around, I’m working with new producers such as Jermaine Dupri, Rodney “Dark Child” Jerkins and Brian Michael Cox. With that said, my fan base is always bigger than a hot record.

Speaking of the next level, do you think that R&B is making a comeback?

R&B is looking good right now. If you look at the top of charts, you’ve got Mary J. Blige, Keyshia Cole. It’s a good look for us right now. You’ve got all these great artists and they are not rappers; they are the essence of R&B.

Who would you like to collaborate with?

Definitely Michael Jackson. I would still love to see how he creates in the studio, beyond all the problems now with him.

Sounds like you’ve got the music end of things all figured out. How about the perfect woman? What is she like?

Someone who understands my life. As an artists who is always traveling, always on the road, not being home for 6-8 months. She would have to understand me. I’m a Taurus. Be firm yet be understanding. As simple as that sounds, I just can’t seem to stress it enough.

How do you feel about these young guys coming into the game?

Don’t think it’s easy. You can have one hit record and the next thing you are crashing and then you can’t bounce back. What you really have to do is you have to build. Build a story for yourself and your music. I am blessed to be doing what I do. I am glad that people understand my story and I’ve got many more stories to tell.

Considering your time in the business, is there something still out there that excites you?

Absolutely. I love to see my fans and to gain new ones. I still don’t feel like I’ve reached my full potential. There’s a lot more to prove. It’s a long road and I’m here for the fight. I know I can make it happen.

Anything you wish someone would have told you that you know now.

I guess you always anticipate but never truly understand that they’d be lots of sleepless nights, brother. Dealing with the industry, the different companies. It’s the engine behind your music. Not knowing who was on your side, or even if they really cared about your music. I always knew it from the fans. Now from Magic Johnson to MCA records; It’s beautiful to now get the microscope on me for my records. I’m never upset . I never count my eggs before they hatched. I’m just glad that the industry is now paying attention.

And that we are.