Roll deep Interview with Target

Bringing grime to the masses via positive moral values

Roll Deep are the type of quixotic grime role models the UK needs right now in light of the surge of violent crime sweeping the nation. In defiance of their badman image they regularly support campaigns to raise awareness on problematic issues. They're back with a new single to highlight racism in conjunction with Love Music, Hate Racism; we spoke to DJ and producer Target, just one of the fourteen strong entourage, to get to the bottom of their ethos.

Target is very clear about the reason behind the struggle to reach a mainstream audience, considering the crew have already been making music for five years: "A lot of people, they don't wanna take on board certain scenes, they hear that it's a negative scene and it takes a lot of time to get those stereotypes outta the way and let people see and hear you for what you are."

Their latest endeavour, single 'Racist People' was actually written two years ago but the band were approached by LMHR after the release of their second LP Rules and Regulations Volume 1, it was the perfect tool to promote the distinct values surrounding the campaign. The tune itself comprises a simple, repetitive guitar strumming, addictively pumping beats and a chorus of "They try say we ain't equal/but we're all here for the same thing/plus we're all bones and skin". A simple, yet hard hitting message, with a video which sees the crew spray-painting a white wall through stencils of the campaigns logo; Target notes that it's "a nice colourful video, it gets the message across without being too preachy or serious".

With this tune receiving widespread coverage, how will Roll Deep retain their integrity in terms of pleasing the underground scene which propelled them into the spotlight initially? "We've always got tracks that the underground would love so we just try and keep it balanced 'cause we don't wanna forget where we came from." Target elucidates.

Since having parted company with Relentless Records after their debut album In at the Deep End the band opted for the DIY approach in creating their own label Roll Deep Recordings. Target is positive about this move: "It's been good – you earn more money per CD you sell for a start! The freedom is there for whatever you wanna do." A new album is in the pipeline, due for release early 2008, plus the band have started up their own clothing range – Shangooli Garments. With all this action going on, you might think with so many members, that there's competition for recognition. Apparently not: "We just keep each other on our toes and if I hear that someone's gone and made an amazing beat that just makes me wanna make one, it just makes you wanna up your levels"

Target is clearly enthralled with their achievements so far: "I've grown up around music, so for me to be able to work, earn money and live from music it's like a blessed."

Words: Naomi Misquita-Rice