Absence, as the old cliché goes, makes he heart grow fonder; out of sight, it is also said, can be out of mind. Both may apply when it comes to Tony Rich who burst onto the music scene in the mid-‘90s with a best-selling, Grammy-winning LaFace debut (“Words”), had a decent follow up with “Birdseye” (although nothing close to receiving the same reaction or response as his debut) and then seemed to vanish from the international music scene. ‘Seemed’ is the operative word here for in fact, Tony had two albums on independent labels – “Resurrected” on Compendium and “Pictures” via Koch – but neither received the kind of attention that even prompted knowledge of their existence. A dedicated music man, Tony persevered and found his way to Hidden Beach – best known for its work with Jill Scott and Kindred – and the result is a brand new album, “Exist” which seems to be gaining some attention for the multi-faceted singer, songwriter, producer and musician.
DN: What happened after you left LaFace?
TR: After ‘Birdseye,’ I wanted to find a new situation. I did a lot of interviews with different major labels but they didn’t work out so I started looking at independent labels. I did a deal with a company called Compendium who had a lot of former people who worked at BMG staffers. They also had Joan Osborne, Terence Trent D’Arby and Robert Palmer. I thought, ‘they know what they’re doing.’ I made an assumption that they didn’t have to spend a lot of money on promoting the album (“Rescurrected”) because I had a name. But it turned out that the attempt they made wasn’t what they or I expected. I did do licensing deals for the album with South Africa and Japan so I thought of the experience as laying the groundwork for the future.
Then, I went into another situation: I decided to make a record then find a place for it. I got together with a former BMG employee who was the investor for the album and he started a label with Koch distribution. I knew he had the capital but he had no artists. I saw it as a partnership: it was like, ‘here’s what I have…the music and all you have to do is be dedicated to funding the project.’ It turned out he didn’t put any real money behind that album (“Pictures”).
DN: How did you feel after doing those two albums?
TR: Most people would be very discouraged. But I knew I was going to continue to make music and another record. I just channeled the energy into making new record.
DN: Wasn’t it tough after having so much success with your very first album, winning a Grammy and all?
TR: To be honest when the Grammy thing happened, I never took a moment to absorb it. I’ve always been the kind of guy who doesn’t believe the hype. I mean, I was working on ‘Birdseye,’ my second album and it was finished even before my first album, “Words” came out. I appreciated the Grammy in 1997 especially since it was for my first record and I wouldn’t mind getting another one! But the worst thing is when a record comes out – as happened with ‘Birdseye’ and it’s not being promoted. I do know what it feels like to have 100% of a company behind you – with ‘Word’ - and then not having resources which was the case with the indie labels I worked with on my third and fourth albums.
DN: What would you say about the last few years in regard your career?
TR: Well, I know what it feels like to have scored 100 and then not having resources [being with indie labels] or being in the right place business-wise to get the music out there – which is what happened with the last two albums. In my darkest days, I knew that I was proven at what I do and I thought there would always be people interested in what I do. I also turned my attention to painting and photography and in fact, I’m working on a book project which will be a fusion of words and images.
DN: Ok, let’s talk about this new album, “Exist.”
TR: The first song was “It Would Be A Sin” and I knew after that song, that this would be the vibe for the album. It was similar to the mindset I had when I did “Words” and “Birdseye.” Next up were “Parting The Waves” and “Sweet Addiction.” I had this sound – I was creating the music before I started writing the lyrics, simplistic grooves that are hypnotic and pull you in whether you’re in a car or walking, just listening to the music. I was flying back and forth from Atlanta to California and I felt I was working on one of my best records so far…
DN: The first time I listened to it, I was reminded of Sade…
TR: I understand that comparison! I have mad respect for Sade and for Michael Franks. With Sade, she glides on top of the grooves and she’s consistent. Everytime she puts a record out, she’s singing the same way. When I was working on the album, I imagined a woman sitting in a tub who doesn’t want to get out of the water while listening or someone driving in their car or maybe you’re with that special person in your life or by yourself and you’re just chilling, sipping wine late at night… Music that could be like a movie score…
DN: You hooked up with Steve McKeever and Hidden Beach…
TR: Yes and one of the key questions I asked Steve was not the usual one that most artists ask which is ‘Tell me how you like it.’ I asked him, ‘How does it make you feel?’ The response is always so different when you ask how music makes a person feel.
DN: What was his reaction?
TR: He aaid, ‘The guitar work is great, it’s reminiscent of Sade’s “Cherish The Day”…I hear these songs in a movie.’ He’s saying verbatim what I’m thinking)! It flipped me out! He said, ‘I know exactly what to do with this record.’
DN: As the album came together, what were your thoughts?
TR: That this is one of the most soulful records I’d made. I think soul music is an attitude – I mean, Hall & Oates were some serious soul brothers, as an example of what I’m talking about. As I was working on it, I got to a deep place in my mind…
DN: This album does have a consistent feel and flow to it. Was that intentional?
TR: Well, I think there is much calculation in art. I wanted to fill a void and I thought, ‘what spot do I want to create?’ It was being the male Sade. I’ve always studied artists I respect - like Prince, who plays all the instruments on his records as I do and is like a painter of his own pictures.
Playing all the instruments gives me the freedom to do what I want with.
Click here for full track listing, to hear music clips and buy "Exist" CD 
