03-23-15

Elsewhere and Co. Passion for film leads to student-founded company

USF Entrepreneurs Students establish lucrative online businesses while still in school

Kendrick Lamar

“To Pimp a Butterfly�: Gritty & Visceral

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Going Elsewhere

ORACLE PHOTO/SEBASTIAN CONTENTO

Four young filmmakers start young business to take their ideas ‘Elsewhere.’

and I told him my dream is to write for SNL one day,” Mitchell said. “And that’s when I learned he makes films. So, we started talking about it and we all got together.”

Rutkowski, an advertising major, has always loved film and has come at the industry with a headstrong attitude.

“I don’t understand people who have a dream but they just don’t pursue it and fall back,” Rutkowski said. “I just can’t imagine any of us doing that.

You are here for a certain time; why not utilize that time to its

ful and won many accolades, n Mitchell said it wasn’t a direct reflection of themselves.

“I actually look at all of our time together as before ‘Bloom’ and after ‘Bloom,’” Mitchell said. “If you look at all of the work we’ve done after ‘Bloom,’ you’ll see us. You’ll see our perBy Ariana Matos L I F E S T Y L E E D I T O R sonality.

“We made ‘Bloom’ but it stars a woman, there is no cursing and it’s not funny. We made For many students, the idea a movie that wasn’t ourselves of making films or going to because we wanted to win so Hollywood is a distant dream. badly. Ever since then, we said But four young USF students we need to put ourselves into have made that dream a reality.

Dan Rutkowski, “The progenitor of the idea was our work.”

Their decision has along with Chase Taylor, Trent Mitchell basically the concept of taking paid off, with Elsewhere’s second foray into CMF, and Joseph Hedary ideas elsewhere — Take your “Starcrossed,” placing in founded the video the Top 15 for a second production company, mind elsewhere.” time and sending them to Elsewhere & Co. Hollywood.

Mitchell, a mass Chase Taylor While the company is communications USF student, co-founder of Elsewhere & Co. well known for artistic major, said the comfilms, they are also widely pany started comrecognized for creating ing together after a sorority recruitment vidchance run-in at the full potential?” toilet.

That attitude is exactly why eos. They even experienced “Dan was at my place and the company has been so suc- notoriety when one of their I didn’t really know him that cessful. Elsewhere got its ori- videos was featured on the well but we were hanging out. gins in the nationwide movie- popular Greek-affiliated website So Dan went to use the bath- making competition Campus TotalSororityMove.com.

Mitchell said he likes the room and I had ‘The Complete MovieFest (CMF). Their first History of Saturday Night Live’ film, “Bloom” won Top 15 in interesting dichotomy within on my toilet, and Dan comes the 2014 competition. n See ELSEWHERE on PAGE 8 out and he’s like, ‘You like SNL?’ While the film was success-

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Venue @ North Campus Pool Party 3.17.15 Photos By: Ashley Pollio

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Pimping a butterfly: Kendrick tackles excesses of fame

By Stephen Shuler C O R R E S P O N D E N T

In 2012, the world was gifted with one of the most critically acclaimed hip-hop albums of a generation, “Good Kid, M.A.A.D City.” Fast-forward to present day, when audiences are presented with another gift: Kendrick Lamar’s “To Pimp a Butterfly.” Where “M.A.A.D. City” was considered a film, and took a more gangster rap style, this album has 16 tracks which take a jazzy funk direction. The production involves Pharrell Williams, Flying Lotus and Dr. Dre as the executive producer while featuring Snoop Dogg, George Clinton and Anna Wise as collaborators.

“To Pimp a Butterfly” is a concept album with darker and grittier elements that set the tone for Lamar’s emotional adventure. The album journeys through Lamar’s mentality beginning with his empowerment in the rap game on “King Kunta,” stating, “Now I run the game/ got the whole world talkin’.”

The album travels deeper into Lamar’s thoughts and reveals the darker and more manic experiences that lead to his depression in “u.” This

track stands out by showing a vulnerable Lamar, tearing himself apart stating how he is a failure and how he perceives that he failed the people of Compton as a positive influence.

“Butterfly” finishes off with “i” and “Mortal Man” by giving a positive side to Lamar’s battle with depression, where the tracks show the growth and triumph over his inner demons.

The album version of “i” is a live recording of Lamar performing in front of a crowd, while sounding jovial with the performance and conveying an important spoken word poem to the audience, while “Mortal Man,” a 12-minute track, asks the listener: “If sh-- hits the fan/ Are you still a fan?” regarding his notorious status around the world.

“To Pimp a Butterfly” is a journey into the internal struggle of Lamar who faced depression, guilt and the battle to overcome his demons. There is a lot of allusion to a possible murder Lamar committed back when he was gang-banging and the reality of that situation makes this album a very visceral listen.

“To Pimp a Butterfly” is an album that pushes the boundaries of hip-hop while utilizing the sounds of jazz and funk without feeling cheesy or dated.

By Ariana Matos

s i o h W rick d n Ke ar? m a L

L I F E S T Y L E

E D I T O R

Widely considered to be one of hiphop’s brightest stars and most talented lyricists, Kendrick Lamar has rocketed to fame within a relatively short amount of time.

Lamar was born and raised in Compton, California. The constant gangviolence and all-encompassing poverty had a heavy impact on his upbringing and still play a giant part in his music.

There are many references to his involvement or non-involvement in gang-violence and even some allusions to murder. Despite his checkered upbringing, being a sharp kid, Lamar graduated from high school with straight A’s.

When he was 16, Lamar released a mix-tape called “Youngest Head Ni--- in

Charge,” which landed him his first recording deal. Around 2010, Lamar met Tech N9ne and toured with him. After Lamar recorded the song “Ignorance is Bliss,” which both glamorizes and condemns gang violence, Dr. Dre picked him up and he recorded his first fulllength album entitled: “Section. 80.”

One of the stand-out tracks from “Section.80” was called “A.D.H.D.” The song truly showcased Lamar’s unique penchant for writing low key, hard-hitting rhymes, while still oozing the energy and groove of the California gangster rap style.

After “Section.80” was released to wide critical acclaim, Lamar’s career took off with his debut album on Interscope Records: “Good Kid, M.A.A.D City.”

“M.A.A.D City” hit the No.2 spot on the Billboard charts and launched Lamar into the public eye. The world had grown

unaccustomed to talented hip-hop artists who had something to say. So often audiences were lulled into a stupor with generic lyrics about women and money, but while Lamar maintained some of these hip-hop tropes, he brought with him a conscious voice and a passion for storytelling.

This year has seen Lamar’s resurgence with “To Pimp a Butterfly.” Singles that were dropped from the album created tons of buzz and audiences are hoping for the same irreverent, dark, inspirational goodness from 2012’s “M.A.A.D City.”

Lamar is an exciting opportunity for the new generation to witness a talent that refuses to back down in spite of any and all obstacles. If his past is any indicator, his future will be an exciting experience for listeners and concertgoers alike.

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Local rock staple New Cathedral recording new album

By Zach Leete S T A F F

W R I T E R

One of Tampa’s youngest native bands, New Cathedral, will once again enter Rock Garden Recording in St. Pete, March 29 and 30 to begin recording their new, currently untitled project.

The hard rock band has been playing music together for four years, originally emerging into the music scene as a country rock band. They have since shed the country influence, their primary influences being the Foo Fighters and Thrice.

The band crafts songs carefully and deliberately, despite all of the members working as full time baristas, meeting at least once a week to fine-tune its act.

“We sit there and play the same damn part over and over again,” bassist Ryan Kersey said. “We just want it to sound good. If you keep playing it and it doesn’t sound good it isn’t worth it.”

Scott Perez plays guitar and sings for the band. His brother

Chris is New Cathedral’s drummer.

Family is bond for New Cathedral, which is why the family’s youngest brother, Noel, who attends USF, is the drum technician.

New Cathedral judged the USF Battle of the Bands last week. They haven’t played a gig in nearly two months excluding a set at USF to welcome Machineheart, but an upcoming show at Insomniac’s Bar in New Port Richey will change that.

Historically, the band has played a variety of wild events outside USF. They used to play four-hour sets at World of Beer, covering everything from the Foo Fighters to Nelly’s “Ride Wit Me.” “We don’t know all the words but if you yell ‘must be the money’ people freak out,” Scott said.

Some songs are more successful than others.

“We tried playing ‘Ignition’ by R. Kelly,” Chris said. “But it didn’t work out.”

Currently, the band is listening to Kendrick Lamar’s new album “To Pimp a Butterfly,” As Cities Burn, and Thrice, “Always Thrice.”

They are excited to start recording the new album, their first fulllength LP. New Cathedral’s first album was a seven-song EP titled “Haunted.”

At 35 minutes in length, it held a running time as long as many full length albums. Their second EP, “Ghost” was released in February 2014, and featured another seven songs.

“You know how people have quiet time?” Scott said. “The stage is my quiet time. I forget everything, nothing is wrong; nothing is going on outside of that show except me playing that 30-minute set.”

“I started in church band in sixth grade and there has probably been six months of my life since then where I haven’t been in a band,” Kersey said. “I want to be a fat old man playing in an acoustic band. Being on stage is addicting.

When you’re not in a band, and you haven’t been in a band, you don’t realize how much sh-- you go through for that 20 to 30 minutes of payoff. But that payoff is so worth it.”

PHOTO PROVIDED BY JANETTE FLAVELL

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ELSEWHERE

Continued from PAGE 2

the company.

“What’s great about the company is that Dan can go off and keep the artistic integrity and Joe and I can write something more commercial and bring in revenue,” Mitchell said.

While Mitchell declined to disclose any of the group’s financial information, he is optimistic about Elsewhere’s future projects.

Taylor, who does all of the music and sound for the company, and Rutkowski, who does most of the writing and directing, are working with the Honors College and setting out on their own excursion this summer, which will be Rutkowski’s honors thesis.

“I am trying to circumvolve the juxtaposition between the natural world’s beauty and the growth of societal infrastructure in America in a documentary,” Rutkowski said. “We are taking an RV over a two-month period and driving all around the U.S. and basically getting as many rare shots as we can with

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drones and 4K footage.”

Taylor wants to emphasize the levity in it all.

“It’s also a tale of two guys getting on the road,” he said.

“Fifty locations, 75 days, bringing my puppy, bringing the guitars and the bongos and we’re going to try to write an album for it.”

The two have already set up a GoFundMe account attached to their Facebook page for their trip.

Taylor said the film will encompass the idea behind the company’s name.

“The progenitor of the idea was basically the concept of taking ideas elsewhere,” Taylor said. “Take your mind elsewhere.”

Hedary, the renaissance man of the company, wants people to know that there is a unique quality to their company. It isn’t just full of artists with lofty dreams and no means to achieve them.

“We’ve all met those people in college who have a dream but never realize it,” Hedary said.

“These guys aren’t average artists. Dan is a hippy with a work ethic.”

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Modest Mouse makes sensational return with ‘Strangers’

By Allison Buckner C O R R E S P O N D E N T

Modest Mouse is here for the long haul. The alternative rock band from Washington just released its first studio album since 2007, but “Strangers to Ourselves” is worth all the anticipation from the hiatus.

The band fronted by Isaac Brock gained mainstream success for the 2004 hit “Float On” from “Good News for People Who Love Bad News.” But contrary to those not familiar with the band’s other work, this band is the antithesis of a one hit wonder — in fact, they could even be called one of the most prolific bands in the genre.

The sixth studio album delivers the same enthusiastic, brash rock the band is known for while tackling themes of belonging, acceptance and self-discovery. Brock begins the album with the first single, “Lampshades on Fire” with a light lead in before breaking

into “Well, the lampshade’s on fire when the lights go out, the room lit up and we ran about. Well, this is what I really call a party now.”

Lyrically, some of the songs that the band comes up with can range from deep and existential to flippant and comical. Two songs featured with amusing titles are “S--in Your Cut” and “God is an Indian and You’re an A------.” The first is a slower track comparatively, but far from a ballad. “And the strain ain’t in confidence and everyone needs to go,” Brock sings, but ends with the plea “Don’t everyone go, don’t everyone go at once.”

The second single “Coyotes” is one of the most toned down songs on the album. The whimsical song is based on an incident in 2002 where a coyote ended up boarding Portland’s Light Rail. The video for the single shows an adorable coyote enjoying a ride. The song is placed well in the middle of the album to slow down and contemplate.

“Pups to Dust” is another track

with introspective lyrics that focus on the album’s theme of being strangers and battling with feelings of belonging. “We don’t remember, we were just born here, I feel so anxious, mostly all of the time.

If there’s some point to this, then which one is mine?”

The men also know how to create a freak show feel with many tracks. “Sugar Boats” sounds like a Mardi Gras parade and a punk show joined forces for a wild ride.

The thumping “Pistol (A. Cunanan, Miami, FL. 1996)” tells a young man’s journey in a Scarface-esque romp in Miami.

“The Best Room” was the third track with lyrics: “The best news that we all got was just some dumb hokum we’d all bought. Let’s go reckless feeling great, we’re the sexiest of all primates. Let’s let loose with our charms, shake our a-- and wave our arms, all going apes---!” This song is a fantastic example that Modest Mouse has not lost any of its vigor to make excellent music.

COVER ART SPECIAL TO THE ORACLE

It’s not ‘too late’ for Drake’s new mixtape

By Stephen Shuler C O R R E S P O N D E N T

COVER ART SPECIAL TO THE ORACLE

When Beyonce released her self-titled album in December 2013 without prior notice, the public announced their shock at her bold move via Twitter. More recently, Drake, the Toronto-based rapper has done the same for his mixtape, “If You’re Reading This It’s Too Late.”

Because of the current feud between Cash Money and rapper Lil Wayne’s label, Young Money, some believe this sudden release was a ploy to release Drake from his contract.

Drake references his issues with the feud on the track “Energy,” “Got a lot of enemies/ got a lot of people tryna’ drain me of my energy,” on “No Tellin” he raps, “Yeah I stay up late at night/ thinkin’ ‘bout my life/want a lot/will I get it all?

Ain’t no tellin.”

These lyrics give a spotlight to the rapper’s struggle through the label issues that seem to weigh him

down on a daily basis. However, Drake shows the public he is not letting the turmoil rob him of his success with the opening track “Legend.”

“Legend” opens the mixtape with Drake bellowing his confidence with the hook, “If I die I’m a legend.” This track carries a soft R&B beat while Drake croons on in the background about his success.

Drake does not rap much on this track, but he doesn’t falter with his lyrics, “On my way/ money taught me Spanish/make it ‘andale.’”

“Legend” feels simple in terms of beat, but as the song progresses to the bridge and hook, all of the elements come to light, whereas other songs like “Preach” and “Wednesday Night Interlude” take an OVO style, the Canadian label founded by Drake.

These songs have a nighttime electronic atmosphere with Canadian singer/songwriter, PartyNextDoor adding a new flavor to the mixtape with dark instrumentals. “Wednesday Night Interlude” sounds like it belongs

on a Weeknd album with the ominous soundscape that echoes into an abyss.

Drake closes the mixtape with “6 p.m. in New York,” which bookends the other mixtape installment, “9 a.m. in Dallas.”

“6 p.m. in New York” is a track most people will enjoy. It features Drake coming into the track with clarity, allowing the audience to hear his thoughts on the label fiasco, the negative views draining his confidence, and his success over the years.

This track showcases a vulnerable Drake who is willing to put his emotions in every single verse.

“6 p.m. in New York” best defines Drake’s skills, from his rapping ability to his singing talent and features his superior talents as a rapper and all-around artist.

“If You’re Reading This It’s Too Late” is an enjoyable mixtape that can be listened to from beginning to end without the need to skip a song, giving hype toward Drake’s upcoming album “Views from the 6.”

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Students juggle small business with school work

By Allison Buckner C O R R E S P O N D E N T

Though everyone knows the story of the best and brightest skipping college to found their own business, some USF students have proven its possible to be both a successful entrepreneur and a successful scholar.

In the past, USF students have developed small businesses such as 1AppleMarket, Spiked Drink Detectors, the FindMyClass App and many more.

Maxim Thuriere, a senior majoring in biomedical science, became an entrepreneur

less than two months ago. His business is called ENBOIS LLC, an online shop for handmade wooden jewelry.

“ENBOIS (pronounced enbwa) is French for the term ‘wooden,’ which represents the essences of all my handmade pieces,” he said. “It is also an acronym for Each New Bead Offers Its Support.”

His wooden jewelry has a natural look and pays homage to the Caribbean. Several pieces offered include tags with the names of countries such as Jamaica, Haiti, Trinidad and Tobago, Barbados and many others.

Thuriere is using his entrepreneurial success to give

back.

“Ten percent of every transaction goes to a project run by Haitian Resource Development Foundation to improve educational resources (specifically computer literacy) and distance learning programs in rural schools of Haiti,” he said. “(The store has) raised a little more than $200 toward the initiative with minimal advertising in that month. Gross income for February was around $1,400 after expenses and labor.”

And ENBOIS LLC only continues to expand, Thuriere said.

“We have recently partnered with an international

reggae musician from Jamaica named Chronixx,” he said. “(Chronixx) has supported the initiative by buying wholesale from me and then re-selling on his website and on tour at his concerts.”

Imani Lee is another USF student that juggles homework with paperwork for his business. PGB Apparel, his clothing line, has gained local attention. The brand aims to motivate personal growth.

“The universal motto ‘PGB - Progressively Getting Better’ is a positive affirmation used to reflect athletes’ and nonathletes’ progression in life, on any occasion,” Lee said.

The mass communica-

tions senior works in the USF Athletics program and uses fabrics to motivate and allow ease of movement.

“The brand’s natural and synthetic fabrications are designed in various styles for expressing a constant state of unlimited self-defined progression,” he said. “(This provides) a highly affirmative alternative to conventional self-limiting brand products.”

PGB Apparel will soon be distributed all over the nation.

According to its website, plans to expand into fit-gear and a representation program are in the works as well.

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