Q&A: Rapper JR Cruise Drops a Westside Anthem in New Single “P&Q” Off New Album ‘Tha Hardway’
☆ BY Kristian Gonzales ☆
Photo By Stefan Kohli
REPRESENTING THE WEST COAST — LA–bred rapper JR Cruise continues the tradition of delivering authentic stories as a slice of life from his home city, not dissimilar from pioneers such as Snoop Dogg and DJ Quik. Carrying a witty sense of nonchalance, Cruise is keeping the flame burning for LA’s traditional sound. Back after a three-year hiatus following his debut album, Monday Neva Promised, Cruise drops a Westside anthem with his new single, “P&Q,” in advance of his forthcoming sophomore record, Tha Hardway, which was released on November 10.
Driven by a ’70s funk sample, the track’s beat shines with the brightness of an LA afternoon, setting a confident tone as an ode to one who steps up when their back is against the wall. Through Cruise’s airy cadences over a classic groove reminiscent of G-Funk, “P&Q” celebrates resilience no matter what happens.
“‘P&Q’ is about putting in the practice it takes behind the scenes to win,” Cruise shares.
Returning after three years, Cruise sets his sights on continuing to bring good vibes into the rap game. Spurred by his late father’s love for music with live instruments, Cruise implemented his childhood hobby of rapping over video game instrumentals into a burgeoning rapper/producer synergy with close friend Ashton Mccreight. Following his father’s death, he turned tragedy into triumph by pushing on in his journey as a rapper, releasing his debut EP, SEEDS, in 2019 and following up with Monday Neva Promised.
The latter caught fire as Cruise linked up with modern West Coast hitters such as P-Lo and DJ Swish, alongside cosigns from other heavyweights including G Perico and Hit-Boy.
Complimenting the single, Cruise also brought “P&Q” to life through a session alongside a live band interspersed with a stunning performance by ballerina Camryn Taylor in a black-and-white visual directed by City James.
Luna caught up with Cruise as he went into the process behind his new single, his trajectory since his debut, and details on what he has cooking in his new music.
LUNA: What was the initial inspiration for “P&Q”? What was the process behind it?
CRUISE: The initial inspiration for “P&Q” came from the 10,000 hours concept: the concept that it takes at least 10,000 hours of practice to essentially master a craft. I definitely feel like I put my 10,000 hours in, but I understand that there’s still so much more practice and countless hours needed, and I am for sure just getting started.
“P&Q” was basically me saying, “I’m here, I’m in the game now — time to really get to it.” The song is produced by Mario Luciano, Ashton McCreight, Leon Mcquay, and Jay Millian. They’re all extremely talented and masterful at their production craft so the process was pretty easy. All the song was missing was me on it.
LUNA: How does this track signal the growth you’ve experienced in your path as a person and rapper since your debut, “Monday Neva Promised”?
CRUISE: The song actually represents me getting back to the person I was when I made “Monday Neva Promised.” On “Monday Neva Promised,” I felt like I had to come out swinging — that’s exactly how I feel in this moment.
LUNA: One particular line that caught my ear was “N***** havin’ 40 pointers still lack the clarity, how we finna make it in a world that lack sincerity.” In connection to the message of this song, I saw this as symbolic of people’s tendency for selfishness because they only care about making themselves look good. Would this be a close interpretation to what you intended for this bar?
CRUISE: “That’s spot on. Not saying it’s not good to be selfish because I feel that’s necessary for one’s own self in instances. But at the same time, keep the same level of selflessness and empathy for others. That’s real.”
LUNA: Onto your newest work, what excites you the most about your upcoming music and what fans can absorb from it?
CRUISE: I love the process of making my new album. The sessions were always a great vibe, and every song on it was made from scratch — literally on the spot. It was dope to bring different producers, [who] are all my homies with different strengths, into the studio each night, not knowing what we would leave out… In the end we always left out with something that sounded good. Tha Hardway is pretty much the story of my life over these past three years. Each song on the project represents a moment for me that I’ll remember forever. Definitely excited to tap fans into that chapter of my life. I want them to enjoy it and feel inspired to keep moving forward.
LUNA: Noting your support from fellow West Coast names such as G Perico and Hit-Boy, how has that boosted your confidence? Do you feel any pressure to continue to represent for LA hip-hop?
CRUISE: Yeah, it’s cool knowing they tapped into the music. I’m definitely fans of both of their work. No pressure — just continue to do me, make music, and live life… Pretty much what I’ve been doing since I was a kid (laughs).
LUNA: How does LA inspire you nowadays in your music, now that we’re a decade removed from the “New West” wave of acts such as Kendrick Lamar, Nipsey Hussle, and Dom Kennedy?
CRUISE: I love where LA’s music is today. Whole new wave of dope artists putting on for the coast. It’s cool to see.
LUNA: Is there any way you would love to add a new flavor to what hip-hop fans usually expect from LA and the West Coast?
CRUISE: I would like to continue to elevate my sound sonically project to project, as well as start working with artists from different states and countries. I love LA and I love the West — I [was] born and raised here. But it’s a big world — [I] have to think bigger.
