Kevlaar 7 is an unadulterated dose of reality….the type of wake up call that can change your perspective on life. In an age when thugs and ignorance is a choreographed act developed in marketing meetings, and beef is a carefully planned media tool, it seems that all of our real emcees are put on the backburner, in exchange for fame. But after just one listen to Kevlaar 7's lyrical talent, intellect, concepts and insight, it's clear that this unparalleled new MC/Producer is about as real as it gets. Not because of where he is from or how he came to get where he is today, but because of the way he has chosen to articulate himself. Candidly outspoken and controversial, Kevlaar 7 has quickly become one of hip hop's strongest voices for the people, with his well-crafted rhetoric and street versus reality imagery.
Born Kevin Cross, May 27, 1977 in Grand Rapids, Mi, Kevlaar was born into a modest, 2 parent, biracial home. There were trials and tribulations from the beginning from racist neighbors. Witnessing his father defend his family because of a skin color, Kevlaar and his younger brother (Bronze Nazareth) were made painfully aware, early of obstacles they would eventually have to overcome. At school, the black kids gravitated toward Kevlaar and took him under their wings. It was very natural and shaped Kevlaar's life as we now know. Running in the streets with friends, some of who have since passed, Kevlaar was a witness to reality which helped shape the brilliant imagery in his lyrics.
Growing up as a hip hop connoisseur, early on, Kevlaar was very heavily influenced by the likes of Rakim, Public Enemy, N.W.A., and Ice Cube. In his high school years it was The Wu tang clan, Nas, The Goodie mob, Outkast, and Mobb Deep. Before hip hop, Kevlaar was cultured in music by his mother and father. The sounds coming out of the household were, Stevie Wonder, Grover Washington jr., The Commodores, Marvin Gaye, Jackson Browne and The Beatles, etc. This also conditioned Kevlaar's ear to become the producer he is today. Kevlaar's career began early having fun with cousins and his brother singing and rapping just for fun. In 1994 it came to be more serious when Bronze Nazareth, then known as “Half entity”, began to make beats.
Kevlaar and Bronze were also honing their MC skills and in 1996 began work on their debut album, “The Unknown- Death's Birth: The Grip of behemoths”. Paying for studio time at $75 and hour, the duo finished the album and released it in 2000. It was sold via the internet and moved close to 10,000 units. After the success of the Unknown, Kevlaar and Bronze were thirsty for more and Bronze managed to land a production deal with The Rza of the Wu tang clan. Kevlaar was there at every turn and in early 2003 the brothers moved to Detroit. Bronze's production had grown to be impeccable; So much so that Kevlaar asked Bronze to show him the ropes on the production side and thus began Kevlaar's composition career. Building their own studio in Detroit in 2003, work began on Bronze's 1st mix tape, “Thought for food Vol. 1”, released in 2004. Kevlaar was featured with 3 unforgettable verses, with lines like “I play/ dominoes/ on top of/ Live/Volcanoes/ Sip lava/ with a mouth of gasoline/Pages/ Ageless flow/ I'm in history Books/Next to James Monroe/ with a gat to his dome”.
Work continued with Bronzes debut solo album, “The Great Migration” in 2006, which also featured Kevlaar. Very soon after the critical and commercial success of “The Great Migration”, street emcees were taking notice and yearned to be a part of the movement. The Wisemen were formed, and out of it came the cerebrally menacing debut, “Wisemen Approaching” in 2007. Kevlaar's mark was all over the album with his stellar production and visual word play. With an unforgiving aural assault, it was also highly critically acclaimed, and a commercial success. Bronze Nazareth's sequel mixtape, “Thought for food Vol. 2” released in 2009, also featured Kevlaar 7 and was a success that garnered sizeable label attention once again.
On July 17, 2009, Kevlaar 7 released his first collective of solo work in a mix tape titled “Unbutton your Holsters Vol. I”. It was released with much critical acclaim and is currently moving off the shelves at a brisk pace. Kevlaar 7 has also been endorsed by some of the most prominent artists in underground hip hop, as evidenced by his laudable work with the likes of Bronze Nazareth, The Wisemen, Inspectah Deck, The Gza, Vast Aire, Hell razah, Killah Priest, Cappadonna, Dj J-Ronin, J $crilla, Chi King, 12 o'clock, Solomon Childs, C rayz walz, Sav Killz, and Victorious. Currently Kevlaar 7 is finishing up his solo debut, “Die Ageless”, with some huge surprises for the LP; this is slated to be an instant classic. As Kevlaar sees it, his forthcoming album will truly embody its title, with the potential to give listeners and fans the greatest Kevlaar they've ever heard.
Attentive of his influence and determined to stay true to his 'no sugar coating' mantra, Kevlaar's music mirrors a life that remains under construction and demonstrates a man who speaks to truth because it is all he knows. While others use smoke and mirrors to trick impressionable buyers, it's Kevlaar's brutal honesty that keeps his fans coming back for more. “I'm not in the business of beating around the bush to get my point across. I have a duty to speak the truth and let our people know what the reality is, even if it is ugly. Of course I will do everything in my power to sell records because in the end it is a business. But regardless to that I will always preserve my integrity. I got something I need the world to adhere to….”
