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Michael Berrin/ MC Serch
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Rappers are normally presented as one-dimensional
caricatures.
Obviously,
that isn't the case.
MC Serch, best known for his work as one-half of 3rd Bass, has a resume that
is amazingly diverse and stunningly impressive. In addition to two gold
albums and a gold single with 3rd Bass, Serch went on to found Serchlite Music
in 1993 and has since helped guide the company to today being considered one
of the Premiere Independent Urban Marketing and Promotions companies in the industry. He
is also a husband, a father to three children and a community activist.
More than a decade ago, MC Serch was one-half of 3rd Bass. After meeting Pete,
who, like Serch was signed to Russell Simmons©ˆ Rush Management, the
two started writing raps together and formed Three The Hard Way with producer
Sam Sever. The first song they recorded was “Wordz of Wisdom," which
would be included on 3rd Bass©ˆs landmark "The Cactus Album."
Eventually, trimmed down to just Serch and Pete and renamed 3rd Bass, the group
would go on to be the first respected white hip-hop group to release a full-length
album. But the group set out to make good music, not to be groundbreaking.
“We just wanted to make a real rap record,” Serch recalls “Our
whole idea of making records was to make them so that they would bang in the
Latin Quarters. We didn©ˆt know or care about the impact. We
just wanted a record that Red Alert was going to be able to play every week. Pete
and I had always joked that if we sold 1,000 records, we©ˆd be happy.”
But what they ended up doing was proving that white rappers could make quality
hip-hop music and be respected for it. “Until that time, the Beastie
Boys had come out and were influential, but their thing was going from making
songs like “Hold It Now, Hit It”, to being a rock band,” Serch
says. “We just wanted to be ghetto and be ourselves.”
When the group broke up at the end of 1991, Serch started working on his solo
album, 1992©ˆs well-received Return Of The Product. He
also performed, produced and executive produced the “Zebrahead” soundtrack,
which introduced both Nas (then known as Nasty Nas) and Serchlite to the world.
“Zebrahead” was my rude awakening to the music business,” Serch
recalls. “I was no longer MC Serch, with everybody kissing my ass. I
was now wondering how many promotional dollars we should spend and what our impact
date would be. Why isn©ˆt everyone playing our record? I
was absorbed by it.”
Serch next went on to introduce the respected rapper Nas to
the hip-hop world and enjoyed a successful career as a solo
artist, but it is his work away from the limelight that makes
him most proud.
“The day I married my wife was also the last day that 3rd Bass was together,” Serch
says. ©¯The next day, my wife and I went to stay with friends
in Los Angeles and we stayed for about a month. I started recording the
solo album then.
“For me, 3rd Bass, as great as it was, stopped me from pursuing the life
that I wanted to have with my wife,” he continues. “I wanted
to be a husband and be home everyday. I wanted to be a father. The
business means nothing. I love what I do, but nothing could replace the
love that I have for my family.”
That love has deepened as his company, Serchlite Music has
grown. MC Serch, who started doing radio promotions for
3rd Bass during the group©ˆs prime, went on to expand
Serchlite Music from simply a Production Company to a Promotions
company and finally into a Company that now houses not only
a Promotions Division but also a Brand Marketing & Sports
division. “Basically, people come to us when they need
the best. Our clients run the gamut. From record labels, to
independent artists, professional athletes and Fortune 500
companies, we get out there every day and fight for their exposure
and to increase their brand imaging in the marketplace. I am
very proud of what that company has become.” He states. “Since
CC, my business partner, has taken over the day to day operations,
it has really evolved and expanded into something that I could
have never expected, and a company I can still say, I am very
proud to attach my name to.”
Serch also places giving back to the community as one of his
major commitments. This philanthropic bent was instilled
in him by his father. MC Serch has always given 10 percent
of his income to philanthropic endeavors. One of his
main outlets is Rock & Wrap It Up, a nonprofit organization
that picks up catering from concerts and delivers it to homeless
shelters in neighboring communities.
Serch also gets hands-on by teaching and lecturing at high
schools about how hip-hop can be used to bring cultures together
and by heading out on the road with the Rock & Wrap It
Up organization.”
“I try to go on the truck at least three or four times
a year,” he says.
Serch©ˆs work has been well received by the community. He
was recently awarded the Nassau County Martin Luther King Jr.
award for his non-profit work in Nassau County.
With his family, company and charitable organizations running
full-steam ahead, it would seem that Serch©ˆs plate
is full. Wrong.
In late 2003, MC Serch took on one of his most challenging
roles to date, moving to Detroit and taking over the reigns
of WJLB’s Morning Radio Show, now aptly entitled “Serch
in the AM” with Coco and Foolish. Since joining the show
in November of 2003, Serch has taken the show to it’s
current ranking of #1 of all Morning Shows on Urban Radio in
the market. “The success of this show has just been completely
amazing, but I feel as if it is only the beginning.” he
states. “Everyday I wake up and am afforded the opportunity
to reach hundreds of thousands of people on a platform that
has been my home for so long. Whether it was as an artist,
an executive producer, or as a promotions guy. I have always
loved radio!” “Love rockin’ the mic, always!!” he
laughs.
That type of passion and dedication is the MC Serch signature. When
he assumes a responsibility, whether it©ˆs being
a husband, father, performer, businessman or on-air personality,
expect nothing but the best.
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