Producer Spotlight: Shaney Jay
Dreams Don’t Pay Bills, the collaborative tape between Shaney Jay and YoungstaCPT was once just a dream for The South African producer. The journey of working with one of his favorite artists began in his bedroom-working on a cracked version of Fruity loops.
Dreaming of becoming a household name in the music industry, Shaney Jay spent many nights honing his craft as a producer eager to follow in the footsteps of legends like Pharrell and Zaytoven. He started building a name for himself in Cape Town’s music scene, collaborating with other emerging artists along the way.
His breakout moment came when he produced the song “Ammo” which features prominent rappers YoungstaCPT and Shane Eagle. The song became an instant hit as Shaney Jay’s producer tag began to gain traction amongst hip-hop artists and fans alike.
Dreams Don’t Pay Bills sees an impressive display of YoungstaCPT’s versatility. Shaney Jays production emphasizes why the Cape Town rapper is considered one of the countries top emcees. Shaney Jay forms part of a new school of African producers who are as front-facing as the artists who bless their beats. As a producer, he is always thinking of ways to help push the culture forward and help up-and-coming artists. One of the many ideas which Shaney Jay wants to see realized is creating cyphers where underground artists can showcase their talent on different beats.
For more on the process behind producing Dreams Don’t Pay Bills and Shaney Jays plans for the future, have a look at our full interview below:
This interview has been lightly edited for the purpose of clarity and context.
Daniel: Can you explain to me how you are feeling in this moment? A collaboration tape with YoungstaCPT…
Shaney jay: It’s crazy actually, just the other day I was in the crowd at Shane Eagles “The Yellow Tour” not knowing that any of this would be happening. Fast foward a few years later I get the chance to produce “Ammo” featuring both Shane Eagle and YoungstaCPT. I still don’t think that the feeling sunk in yet if I’m being complete honest. It’s literally a dream come true.
When did you start your music journey?
It’s been six years now, exactly after high school. I actually wanted to be a rapper at first so my friend and I had this rap group. The beats weren’t the best so that sparked an idea in my mind, why don’t I start making the beats. I got myself fruity loops with no YouTube tutorials. Oh and keep in mind this was the cracked version- you know the hustle when you’re coming up!
So you started producing music and you set yourself certain goals, looking back would you say that you achieved those goals?
Most definitely, actually this joint tape with Youngsta is something that I had written down way before I even met him. I just always had the idea but I didn’t know how it was going to happen if I’m being brutally honest. I haven’t achieved all of my goals yet though, there are still more things I’d like to accomplish.
What is something that you would like to do next? I’m sure now that after this collaboration tape you must feel like you can accomplish anything!
Well the first thing that comes to my mind is I’d definitely want to produce for international artists. A few names I can think of now is Drake, J Cole, Big Sean and 21 Savage. On the continent I’d like to work with Wizkid and Burna Boy since I’ve been listening to a lot of Afropop and Afrobeats lately.
Growing up who inspired you musically? Earlier you mentioned that you wanted to be a rapper at first so who inspired that idea?
The rapper that inspired me at first was obviously Drake, I think when I heard successful for the first that lead me to want to become a rapper. I remember still trying to freestyle over the beat as well. So you can imagine the impact that Drake had on me. When I eventually made my way into the production side of music I got my inspiration from Dr Dre, Pharrell and Metro Boomin. For me those are the top three producer right now. I am constantly inspired by what they do.
Wait, wouldn’t you say that Zaytoven is in your top 3 or aren’t you a big fan?
Zaytoven, I can’t believe that one went over my head! No I am definitely inspired by him too. People actually say that I could pass off for a younger version of him!
After High school did you go study sound engineering? Can you tell me about your journey as a producer?
No, I actually didn’t go study sound engineering once I finished high school. I started working in order to buy myself all the equipment that I needed. I had the self believe that if I kept on working at my craft I was going to make it regardless of whether I took a course or not. If I decided that I wanted to go and study, then that would have meant that the equipment would only have come at a later stage. Ever since then I have just been putting the work in.
How did you find the listening party to dreams don’t pay bills?
Wow that was really a crazy experience, I think what made the moment memorable was everyone who showed up to the listening party. I didn’t even know who the people were until the next day when I was tagged in some of the pictures. Only then it hit me like oh that person was there too. Even meeting Stogie T and he already knew who I was that was very big for me. But I guess this is something that I need to adjust to.
Talk to me about the creation of “Sidenote” featuring Kashcpt and Tembipowers.
I remember Youngsta sending me a reference saying that we need a beat like this for the song and he needed Kash on the hook because he was looking for a particular type of sound and Kash was going to be perfect for it. Then with Tembi’s feature a lot of people wanted to see Kash and Tembi on a song together and luckily we were able to create this moment with “Sidenote”. It’s really one of my favourite songs off the tape, shout out to Kash and Tembi.
As a producer, how did you see the sound of hip-hop in South Africa change over the years?
I think the 2015 and 2016 era of South African hip-hop was really great. Nasty C just started making a name for himself locally and Youngsta released Wes Kaap. Since then the sound of hip-hop has always been evolving. We went from lyrical rap to a more trap influenced style and currently you have your melodic rappers like blxckie, The Big Hash and KashCpt.
Can you see yourself overseeing the curation of cyphers? Similar to that of XXL?
I’m actually glad that you asked this question. Curating a cypher has always been on my mind. Personally, I have always been a fan of cyphers whether it be BET or XXL. I even have a few cypher beats line up already!
Now that I know that you’re keen to do cyphers, my next question is would you ever host producer beat battles?
Listen, I don’t know who is giving you all my information but this is also something I thought about before…
How would you describe working with Youngsta and being in the studio with him, making this project together?
I get goose bumps every time. I’m not just saying this because I work with Youngsta but he is literally one of the greatest artists that I have ever worked with in studio. He knows himself, he knows exactly what he wants to do on a track and how he wants to sound. I’ve hardly ever seen him make a mistake in studio.
What’s your most favourite studio moment till this point?
My most favourite studio moment? That’s another great question… I would probably say it’s when we made ammo.
Do you think that your hard work over the years lead you to a place where you could be in the position to work with the likes of Shane Eagle and Youngsta?
Yes of course, I always put work first. The thing about me is that I’m always working. I have this process that I go through that is called 20 beats a week where I aim to make 20 beats in the space of a week. By doing this it really helped in my craft as a producer. I always want to create something different or experiment with a new sound. The only way we learn is by constant practice.
Listen, it’s your moment right now, I have to ask you this question will we ever see a time where Shaney Jay releases his own tapes featuring various artists that you’ve worked with?
Yes, I would model it after the way Metro does his tapes and the concept of the tapes would be to pair an established artist with an up and coming one. But I don’t want to rush anything at the moment. It will come though.
There isn’t a producer that shifted the culture in a while… I personally feel that your collaboration tape with Youngsta did that. Are you planning to start a label?
I feel like once we made it, we shouldn’t close the door behind us. We should always look to bring in new talent and put others on. Essentially Youngsta build his studio to put people like me on and so many other talent artists. I feel that this cycle should continue. Having my own label and creating tapes to help put others on has always been at the back of my mind.
What message did you want to leave the listeners with after they consumed the tape?
After they are done listening to the tape, the idea is for them to feel more motivated. They should want to get up and go achieve their goals and dreams. Essentially grind. Put the work into whatever they want. Dreaming about it is not going to do anything, you have to go and work for what you want.
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