Rising out of L.A.'s famed rap collective Project Blowed, Nocando began his music career as a battle rapper, winning the illustrious Scribble Jam freestyle championship in 2007. (YouTube has numerous clips of his off-the-top onslaughts.) In 2006, he signed with L.A. independent label Alpha Pup, also becoming one of the founding members of beat scene bastion Low End Theory.With a decade in the industry, Nocando has successfully made the often-difficult leap from battle rapper to full-fledged artist, consistently pushing the envelope both lyrically and sonically. In addition to retaining his role as resident MC at Low End Theory since 2006, he's released his 2010 Alpha Pup debut Jimmy the Lock (and several mixtapes) and founded imprint Hellfyre Club, which has released music from independent rappers such as Busdriver and Open Mike Eagle. He also started hip-hop podcast Shots Fired with writer Jeff Weiss.His second LP, Jimmy the Burnout, dropped last Tuesday via Hellfyre Club. A blend of fierce, deftly delivered bars with insights both clever and poignant, the album features progressive production from L.A. luminaries such as modern funk forerunner Dam-Funk. Nocando's most accomplished work yet, it's the sound of homegrown, heartfelt catharsis—forward-thinking rap for those who live both by the beat and check-to-check."Never Looked Better" is the latest single to receive visual treatment (see also "Little Green Monsters"). A reimagining of Catherine Zeta-Jones' arc in High Fidelity, Nocando laments love lost over AshTreJinkins' banging, cowbell ringing beat. Come for the rapping, stay for the beautiful woman and surprise guest at the end. To figure out what the hell is exactly going on in this premiere, we spoke to Nocando about the making of Jimmy the Burnout, freestyling, independent rap, Wayne Brady, and more.Noisey: Jimmy the Lock took you four years. Was this album easier to make?
Nocando: The biggest part about it was not having anybody telling me when it was ready. Really knowing what you want is a big thing. But this one took four years too, right?It's equally hard trying to figure out what you're trying to say with a record, to make a statement that really lines up with who I am… But it doesn't matter [if it doesn't match up with] what people are feeling or going through in the country. I definitely wanted to talk about things that I care about and that other people care about. I had to make all that fit.On Twitter, you said that you freestyled roughly half of the album.
I just recorded little takes by myself. But instead of doing one bar at a time I would do a whole verse and maybe chop out the stuff I didn't like. I had to get over a big mental hurdle. I always just freestyled in ciphers and in battles and had all these rules about when it was cool to freestyle. And it was never cool to freestyle in the studio. I had to be really rigid and write all of this really technical shit to make that work. Then one day I got over myself. Well, DJ Nobody helped me get over myself. He was like, 'Just go in there and record.' Then I got used to it and started to prefer it, especially when I got more free time.Did freestyling nearly every week at Low End help?
I don't think so. Being at Low End has actually hurt my freestyle because kids are there more for the beat. It's more of a turn up environment. The content, the imagery, and the vocabulary take a back seat to cadence. So it's helped my cadence, but it definitely hurt the content.You learned how to use Pro Tools too. Was that difficult?
I learned how to use Pro Tools in the winter of 2012. The intern engineer got a real job. (I think I overworked him.) I knew how to use Pro Tools in a very rudimentary way, then Daddy Kev gave me a walk through a few times. After that I just locked myself in the studio, started recording, and learned as I went. I'm basically a pretty good engineer at this point. It wasn't really tough. It was something that I wanted to do. I appreciated the alone time.Is that how you prefer to record?
Definitely… I prefer to record barefoot and alone. I don't really have to communicate anything to anybody. I think most of my day is spent talking and explaining things to people. If I'm alone in the studio, I don't have to [do that]. If I want to do one take over 100 times, I can. I wouldn't, but I can do whatever I want and I'm not on anybody else's time. There's just a lot more freedom.What's the story behind the beat for "Hellfyre Club Anthem?" On Twitter you said something about Maybach Music Group and the people involved with Watch the Throne.
The kid who made the beat made a rookie mistake and sent the beat to two different camps. They both chose the beat and then somehow found out that they both chose it. Long story short, it became available because they didn't want to have any drama over it.You have three daughters. Is it difficult to juggle being a father when you're recording, touring, etc.?
It's very difficult and I wouldn't tell anyone that they should try it. But I don't really know any other way. I've been a dad since I was 19 and I've been rapping since I was 17.Some people work well with less pressure, but if I had less pressure I would probably have less output as well. I get inspired from things my daughters say and songs they like. When I was younger it would've been very hard, but now I just slip away while they're asleep, get some coffee and cigarettes, and go to the studio. Then I get up and do it all over again the next day.Are you ever wary about criticizing other rappers on Shots Fired?
I come from the battle rap world. I don't really care. [But] I try not to use the words, 'you suck' or 'that's bad' or 'that's good.' It's just like, 'I don't like it' or 'I don't understand it. I've personally grown out of that style of music.'I try my best not to use heavy-handed phrases that are just black or white. I would hate if somebody did that to me. But at the end of the day people are going to say things about you. You just have to get used to it, especially if you're putting your music out there. [My co-host] goes hard on people, but as a rapper I know how hard it is to make a product that's even mediocre. It's hard to make a song that people will listen to once without turning off. Never mind listening to over and over again, or even purchase.What are some of the most important things you've learned from running an independent label?
I've learned to trust my gut. It's mostly trusting your gut and working with the artists that we want to work with. You have to think about the business, but you also have to keep yourself inspired with the personal shit.Sasha Grey is a fan of your music and that of Hellfyre Club. Jill Scott was at Hellfyre Club's last show. Are there any other fans that seem strange or that you were surprised by?
My favorite strange fan is Wayne Brady. He tweeted at me and then we traded information and then we talked about freestyle for hella long one morning. I kind of lost my shit when that happened. That's someone who makes his living off of improv. There are a lot of times, especially in rap, where you'd be led to believe the art form isn't appreciated as much by people who do similar arts. He was really giving a lot of praise to freestylers and battle rappers. He's one of the best people at improve that I know.You've been rapping professionally for a decade. What's enabled you to keep going?
I never looked at it like, 'I'm going to get into the rap game.' I really liked rap and rapping. It did wonders for my confidence as a child. The art of rap is a big thing for me. I'm not really into the game or the idea of making a career out it. But I think I've kind of made a career out of it to facilitate me doing it more, not the other way around.If I see a kid freestyling somewhere it makes me smile, even if I'm pushing a stroller and on my way to a PTA meeting, or on the way to a business meeting, or on the way to record, or on an expensive date with my wife that I can barely afford. And I wasn't really good at much growing up. But once I started rapping it made me feel good.Max Bell has never looked better on Twitter. Follow him — @JM_Bell23--Want more?Cover Story: Cocaine Cowboys: Freddie Gibbs and Madlib Ride the White Horse into the SunsetDanny Brown: The Heavyweight
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Nocando: The biggest part about it was not having anybody telling me when it was ready. Really knowing what you want is a big thing. But this one took four years too, right?It's equally hard trying to figure out what you're trying to say with a record, to make a statement that really lines up with who I am… But it doesn't matter [if it doesn't match up with] what people are feeling or going through in the country. I definitely wanted to talk about things that I care about and that other people care about. I had to make all that fit.
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I just recorded little takes by myself. But instead of doing one bar at a time I would do a whole verse and maybe chop out the stuff I didn't like. I had to get over a big mental hurdle. I always just freestyled in ciphers and in battles and had all these rules about when it was cool to freestyle. And it was never cool to freestyle in the studio. I had to be really rigid and write all of this really technical shit to make that work. Then one day I got over myself. Well, DJ Nobody helped me get over myself. He was like, 'Just go in there and record.' Then I got used to it and started to prefer it, especially when I got more free time.Did freestyling nearly every week at Low End help?
I don't think so. Being at Low End has actually hurt my freestyle because kids are there more for the beat. It's more of a turn up environment. The content, the imagery, and the vocabulary take a back seat to cadence. So it's helped my cadence, but it definitely hurt the content.You learned how to use Pro Tools too. Was that difficult?
I learned how to use Pro Tools in the winter of 2012. The intern engineer got a real job. (I think I overworked him.) I knew how to use Pro Tools in a very rudimentary way, then Daddy Kev gave me a walk through a few times. After that I just locked myself in the studio, started recording, and learned as I went. I'm basically a pretty good engineer at this point. It wasn't really tough. It was something that I wanted to do. I appreciated the alone time.
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Definitely… I prefer to record barefoot and alone. I don't really have to communicate anything to anybody. I think most of my day is spent talking and explaining things to people. If I'm alone in the studio, I don't have to [do that]. If I want to do one take over 100 times, I can. I wouldn't, but I can do whatever I want and I'm not on anybody else's time. There's just a lot more freedom.What's the story behind the beat for "Hellfyre Club Anthem?" On Twitter you said something about Maybach Music Group and the people involved with Watch the Throne.
The kid who made the beat made a rookie mistake and sent the beat to two different camps. They both chose the beat and then somehow found out that they both chose it. Long story short, it became available because they didn't want to have any drama over it.You have three daughters. Is it difficult to juggle being a father when you're recording, touring, etc.?
It's very difficult and I wouldn't tell anyone that they should try it. But I don't really know any other way. I've been a dad since I was 19 and I've been rapping since I was 17.Some people work well with less pressure, but if I had less pressure I would probably have less output as well. I get inspired from things my daughters say and songs they like. When I was younger it would've been very hard, but now I just slip away while they're asleep, get some coffee and cigarettes, and go to the studio. Then I get up and do it all over again the next day.
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I come from the battle rap world. I don't really care. [But] I try not to use the words, 'you suck' or 'that's bad' or 'that's good.' It's just like, 'I don't like it' or 'I don't understand it. I've personally grown out of that style of music.'I try my best not to use heavy-handed phrases that are just black or white. I would hate if somebody did that to me. But at the end of the day people are going to say things about you. You just have to get used to it, especially if you're putting your music out there. [My co-host] goes hard on people, but as a rapper I know how hard it is to make a product that's even mediocre. It's hard to make a song that people will listen to once without turning off. Never mind listening to over and over again, or even purchase.What are some of the most important things you've learned from running an independent label?
I've learned to trust my gut. It's mostly trusting your gut and working with the artists that we want to work with. You have to think about the business, but you also have to keep yourself inspired with the personal shit.Sasha Grey is a fan of your music and that of Hellfyre Club. Jill Scott was at Hellfyre Club's last show. Are there any other fans that seem strange or that you were surprised by?
My favorite strange fan is Wayne Brady. He tweeted at me and then we traded information and then we talked about freestyle for hella long one morning. I kind of lost my shit when that happened. That's someone who makes his living off of improv. There are a lot of times, especially in rap, where you'd be led to believe the art form isn't appreciated as much by people who do similar arts. He was really giving a lot of praise to freestylers and battle rappers. He's one of the best people at improve that I know.
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I never looked at it like, 'I'm going to get into the rap game.' I really liked rap and rapping. It did wonders for my confidence as a child. The art of rap is a big thing for me. I'm not really into the game or the idea of making a career out it. But I think I've kind of made a career out of it to facilitate me doing it more, not the other way around.If I see a kid freestyling somewhere it makes me smile, even if I'm pushing a stroller and on my way to a PTA meeting, or on the way to a business meeting, or on the way to record, or on an expensive date with my wife that I can barely afford. And I wasn't really good at much growing up. But once I started rapping it made me feel good.Max Bell has never looked better on Twitter. Follow him — @JM_Bell23--Want more?Cover Story: Cocaine Cowboys: Freddie Gibbs and Madlib Ride the White Horse into the SunsetDanny Brown: The Heavyweight