Unicorn aka Killa Kherk Cobain

WRITTEN BY: AMY LOTHIAN

PHOTOGRAPHY: DAVID ALEXANDER www.mrdavidalexander.com

Just ask Killa Kherk Cobain, aka Unicorn. If you’ve had your ear to the streets or listened to music from Jersey at all in the last 4 years, then you’ll know exactly who I’m talking about. We’re catching up with Unicorn since his first We Are Jersey feature back in 2018. As he tells it, nothing’s changed, and at the same time, time can make a world of a difference.

So tell us, How have you changed as an artist since the last time we spoke with you? How has your creative process evolved?

To be honest, my creative process has remained exactly the same. I don’t spend a lot of time in the studio unless I’m working with a producer on beats, and even that I usually do at home. I go out and experience life and I write my music based on my daily experiences. Most of my concepts come to me while cruising through the hood in my old school Chevy. I put on a beat and vibe while driving and I’ll come up with something based on my mood, vibe, and daily experiences. Most people know and can tell that my music reflects a lifestyle: Sex, drugs and rock and roll, gangs, guns, and Jersey club, party, jewelry, money, and business. All of my lyrics are based on things I see and go through in real life. Unicorn is literally outside with the people everyday living, learning, and creating, whether its music, fashion, film, or business.

What are some things you’ve learned in the past few years, about yourself and about the industry?

One thing about the industry is that everything is analytics. The industry doesn’t focus on talent and artist development anymore, they focus purely on numbers, engagement, and the ability to turn a profit off of your creations. I made sure to educate myself on all aspects of the business so that I can maintain ownership of my intellectual property and creations. I’ve created a new sound and expanded the genre of Jersey Club music and Jersey culture. I’m what business people 1st want to market first. [I’ve accomplished many firsts already], first to rap on Jersey Club, first to combine Jersey Club with other genres like UK drill and Brooklyn drill, first to bring the Jersey

Club sound into the mainstream hip-hop arena, first Jersey Club artist on the Summer Jam stage, etc. Our genre is expanding every day and in this industry, as a pioneer of a new sound, it’s important to put a face to the brand. One thing I’ve done is an amazing job of making my face and brand a household name in New Jersey and now worldwide. I own 100 percent of all my masters, I’ve never had a manager or been signed to anyone or anything, I’ve learned to become my own record label, my own marketing company, and my own corporation. In doing so I’ve been able to dictate my success.

How has the pandemic and current events changed your creative outlook?

The pandemic really opened my eyes to the fact that there are so many creative ways to utilize technology to reach more people. While everyone was panicking and fighting over milk and toilet paper, I was starting new business ventures, creating music, designing clothing collections, and diversifying my sound. I had so much time to sit still and listen to new genres of music for inspiration. I get inspired from struggles, for some reason, struggle brings out the best in me creatively and I’m able to turn a bad situation into a win.

Has your target audience expanded or changed?

I make feel-good music and I pretty much provide a vibe for people who like to dance and have fun. To me, dance is a universal thing, so I guess you can say I’m targeting happy people. Then again I’m targeting unhappy people as well, because my music and brand should be able to change their mood from whatever negative state they’re in and transform them into a positive place. Unicorn is targeting the world, Unicorn represents joy, rareness, and embracing your individuality. My music gives people a vibe to elevate from low vibrations to a higher happiness.

What are some of the goals you’ve reached for yourself since the last time you spoke with us?

Wow. Let me see. There’s sooooo many milestones I’ve reached since I was on the cover of this magazine. When y’all first featured me I had three songs in rotation on the radio and was literally spawning a new genre of rap with the Jersey Club-infused beats. Since then, myself and DJ Fade were the first Jersey Club set on Sway in the Morning, Garden State Plaza mall gave us an annual event called Jersey Club Dyy which was a huge success. I’ve been fortunate to begin touring and performing internationally. I’ve been the subject of three documentaries so far and pbs recently interviewed me for a jersey club documentary. My goal in the beginning was to give Jersey a sound and represent Jersey culture. Thanks to TikTok, my sound has gone global and you can see my influence taking a hold as many young artists are now beginning to produce and rap on Jersey Club beats. I successfully transformed this genre to the point where we aren’t just DJ’s and producers anymore, but we’re actual artists. As the first ever Jersey Club artist, I’ve paved a lane for Jersey Club to have artists who make original sample-free records and can tour and have a career off of our homegrown sound. Moreover, we now have Spotify playlists, and the genre of Jersey Club is being recognized by the mainstream. I played a pivotal role in not only creating this new sound within Jersey Club, but also legitimizing it where the record industry acknowledges Jersey Club and views us a valuable asset. I’m the only unsigned Jersey artist with 7 to 8 records in radio rotation since I came out, that’s 3 years of radio hits that all embody and stayed true to the Jersey Club music sound. I’ve also been able to successfully merge Jersey Club with Afro-beat, drill music, trap music, Latin music, reggae. Soulja boy might have done a lot of things first, but Unicorn aka Killa Kherk Cobain was the first to turn Jersey Club into hip-hop; They call me the Jay-Z of Jersey Club for a reason. I’m cool with just being called Unicorn or Killa though.

What’s your latest project/single and how has your audience received it?

My latest project is an EP I’m working on with my producer Ace Mula called ‘Jack n Drill’. It’s a brand new sound that all the kids in Jersey are going crazy for. We’ve mastered the fusion of drill music with Jersey Club beats and the project reflects the inner cities of Jersey from Newark to East Orange to Paterson to Camden. We have a lot of guest features from top artists in Jersey and the production is unlike anything that has ever been made; Brooklyn drill, Uk drill, and Jersey Club all meshed together. Some call it Jersey drill, the project is crazy. I’m also featured on Uniiqu3’s new project ‘Bitches is Outside Vol. 1’ with our hit single Stand Back reloaded, and the fans have been going crazy. I also dropped a video for Jack n’ Drill and 100k in LA, which is a tropical house mixed with Jersey club vibe. I filmed 100k in LA in cali during the pandemic and it came out amazing. I still work with Nimi Hendrix and Secret Society Motion Pictures and we have a plethora of dope visuals, films, and content on the way.

Are things going the way you would have imagined them this time last year?

Things are better than I could have ever imagined right now and I’m just grateful for my fans and supporters and I’m gonna keep supplying bigger and better vibes for the people.

What are some business moves you’re working on for the future?

Most people don’t know but I was a creative director and designer for Coogi brand when they relaunched around 2015. Since then I’ve not only done music but I’m still very active in fashion, having worked with vintage brands such Nautica, Tommy Hilfiger, Versace, Ewing, Starter, Coogi, MCM, etc. Now I have my own collection which I’ve partnered with a Stronghold Shop. We have a location in Bloomfield, New Jersey and we’re opening a brand new boutique in Menlo Park Mall in July. The Unicorn and Jersey Club collections will be available at Stronghold shop and online. Moreover, I’m opening a Creative Center that will offer film, photo, music, dance, and business classes. The Creative Center will also provide tutoring and behavior therapy for children with autism and special needs. We will have Jersey Club production and Jersey Club dance classes as well. I’m putting multiple Jersey Club projects together and working with all of the top producers in Jersey. I’m literally doing music, film, fashion, and philanthropy all at once and I’m loving every second of it.

What would you tell yourself from 3 years ago?

3 years ago when I started doing music and expanding this new sound I knew I was gonna be the hottest thing smoking. In Jersey and on the Jersey Club scene I’m recognized as a pioneer and I would tell myself to keep going harder because getting to the top is one thing, staying at the top is the hard part. Remain humble. Remain focused.