Who’s Got The Funk: Isatta Sheriff, The Cultivator Of Music Education
Underground Hip Hop artist, Isatta Sheriff, is building momentum as she prepares to launch a trilogy of EPs. Having started her career as a rap artist in the early 2000s, Sheriff has grown into an eloquent voice of her generation. With lyrics exploring race, class, and poignant memories of East London, Sheriff’s music is as purposeful as it is playable. During the last decade, Sheriff has been finding ways to combine her passion for art with providing the next generation of artists with opportunities. A cause that sits close to her heart. Building on her experience as a Black Female artist, often being (mis)treated in the music industry, Sheriff built Doctored Sound. A management and consultancy agency with an offshoot into music education. Through youth programmes and workshops, Sheriff is remapping the landscape of the music industry by providing knowledge and support to those that are often denied the chance to reach their full potential.
As a prolific producer and lyricist, Isatta’s introduction to music came from social community projects active around her area. “I lived in one of the poorest Boroughs in London and went to the worst school in that area. There was no money for anything so music became a very social thing.” From going to Youth Clubs Raves to playing on the only set of decks available in her friendship circle, Isatta quickly developed a taste for drum and bass. Whilst Sheriff was still in her teens, she could be found confidently MCing with established crews and co-hosting a show on Mission FM Pirate Radio. By 2006, Sheriff had landed herself a record deal with Universal Records and released her first single. “Looking back at my career, things happened very quickly at the beginning; getting signed, going to Glastonbury, getting playlisted on the radio, all whilst going to college. It was mad. But no one ever thinks about your education. I found that I was always having to go to someone else for something - be it playing an instrument, or mixing sounds.”
“I want to share what I know so as to help young people bypass what I went through. You need to give people options, especially if they’re from Working Class backgrounds and Black because what happened to me shouldn’t happen to anyone.””
Carrying this frustration through a whirlwind of experiences resulted in Sheriff starting her first Independent Label, Pinch of Salt. Securing a distribution deal in Japan and running her own press tour was Sheriff’s speedy learning curve into the world of music business. However, despite the success of her work, Sheriff struggled to grow her revenue and decided to expand her career into education. A choice fueled by Sheriff’s own experiences growing up. “Throughout my whole academic life, from Primary to College, nobody ever suggested that I went to University. There’s a big conversation to be had about the lack of guidance for youngsters with aspirations. You need to give people options, especially if they’re from Working Class backgrounds and Black because what happened to me shouldn’t happen to anyone.”
A consistent trait in Sheriff’s life has been a motivation to build on her skillset. Alongside training to teach music education, Sheriff also learnt how to construct her own sound from the ground up. “I first got music software so I could record my vocals at home. But the more I learnt the more I realised what was possible”. Having worked with producers who undermined her ideas, saying they were impossible to achieve, Sheriff decided to trust her vision and start making mixes and beats in her home studio. “Often people can’t resist their ego. There’s always someone who will make you feel they can do it better than you, especially men to be honest. So rather than be held captive to other’s ideas, I started producing”. By becoming self taught, Isatta successfully expanded her catalogue of work, giving flight to her ever growing wave of new music.
““My passion is building up the next generation of artists and inspiring them to show that you can build your own thing. Don’t wait for people. You hold the power.””
The decision to be independant and establish the management and consultancy agency, Doctored Sound, has been a further way for Isatta to take the reigns of her career. “I was working for a lot of people who’d make big statements about helping Black Minorities, but then wouldn’t treat me correctly. In terms of being a Black woman in music, your ideas are always being taken and you’re always being used for funding. Yet, when it comes to interviews and showing who did what, somebody at the top will always find ways to credit themselves and not you.” Having been in this position multiple times, Isatta decided it was time she took matters into her own hands. “Doctored Sound is a response to me being continually underestimated - it’s been about having a voice. Because how you enter the industry is important.” By providing younger artists with trustworthy, experienced knowledge, Doctored Sound is helping build careers in a supported manner. “A lot of people believe that the power is with corporations, people with the money. But actually the power is where the music is and the people who create it. And the more we take control the better.”
Having played a pivotal role in the ever growing UK Underground scene, Sheriff is a connoisseur of Jungle, Garage, Grime and Hip Hop. Forever tuning in on upcoming artists and spotlighting their work on her playlists and podcasts, Sheriff has found a balance between supporting others, and growing her business. “Creating a sustainable career is important. You have to find what you’re good at and become an expert in it. For me, my passion is discovering music and art. So I started a platform, Heart to Art, where I can talk about what I love - it’s opened so many doors for me.” Continually living by her own rules, Sheriff advocates for artists to build upon their strengths, rather than wait on big companies to support them. “Get yourself as educated as possible within your speciality, build on your hobbies. Don’t fight for people to make or play your work. Go make your own mixtape, be a guest on a tastemaker’s project, ask your mates who they listen to and write to their station, ask to be played.”
““What I’d say to women is bring your personality and your interests -because everything is marketing but it doesn’t have to be forced. No one else can be you.””
With a wave of female artists, producers and managers interrupting the male saturated music industry, we asked Sheriff to give us a few pointers of where women can turn for information, knowledge and support. “There’s an awakening; a lot of women are starting their own businesses and connecting with each other. Go look for specialist DJs because a lot of them are plugged in and run their own platforms. Networks like Women in Ctrl, Girls I Rate, Doctored Sound are what you need to tap into. By following their work, you’ll learn. Because as women we're forthcoming, we tell people how to move forward.” It is beautifully obvious how Isatta Sheriff’s approach to progress is one that many women, and younger generations of artists have already benefited from. Striving to reestablish the structures of the music industry, Isatta Sheriff is a force not to be underestimated.
Follow Isatta Sheriff on Instagram @isattasheriffmusic
Credits
Interviewed by Bethany Burgoyne
Photography: Ciaran Christopher
