Reggie Benjamin hopes releases from his
Chicago-based Club 2X Records will gain
momentum following the release of his album
“2XCentrix” in the United States.
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CHICAGO -- Reggie Benjamin has already experienced
music success in India and other parts of the world, but
this is just not enough for him. From the start his goal
has always been to succeed in the United States -- and
he has no intention of being satisfied until he does so.
Born in Canada in 1970 but a Chicago resident since age
9, Benjamin has taken a business-minded approach to
music. He earned two degrees in college, graduating from
both Chicago's Columbia College with a degree in music
and the College of Dupage with a degree in business
administration.
After graduating from these schools in 1997, and with
musical aspirations in full swing, the singer and
musician formed his own record company. He said that, in
his mind, this was the best business approach -- because
the numbers just didn't add up otherwise.
"I didn't want to be signed to a record label," he said.
"They take 80 percent and I would get 20 percent."
By forming his own label, Benjamin said he was able to
turn the tables so that his Club 2X Records could rake
in 80 percent of any profits.
The challenge was to secure a distribution deal in order
to sell his record company's releases. Benjamin was able
to do this.
In the last year-and-a-half things have really heated up
for Benjamin and Club 2X Records.
Benjamin released his first album, "2X Centrix" in 2001.
The first single from this album, "Hurry Up," has
reached the top-10 in 15 countries -- including Italy,
Spain and Russia.
He has signed five other acts to his Club 2X Records.
Benjamin music is best described as pure pop in the
tradition of Michael Jackson and early Prince.
Nonetheless, he said that the acts he has signed span
the spectrum of American music, from rock to R&B to rap.
A recent tour in India saw Benjamin performing for
screaming audiences of over 10,000.
Now, he has hooked up with Indian pop star Sonu Nigam
and is planning to release a new version of his album
with Nigam. The pairing will go under the group name of
2X Centrix. The album will be released in the early part
of 2003.
Benjamin hopes that other releases from his label will
be able to ride the coattails of this album's release in
the United States.
"Once I establish myself here, I will start putting out
their stuff," he said.
Following the successful route of his previous album, he
added that releases from other Club 2X Records acts will
first hit Europe and Asia.
Benjamin's plan for success in the United States is
simple -- strap himself to some American stars and ride
fame into the stratosphere.
He has already been pretty successful at doing so and is
hoping this will pay off. The producers of his first
album were Grammy nominated Eric "e-smoove" Miller and
Maurice Joshua, who have worked with performers such as
Michael Jackson, Prince, Backstreet Boys, Diana Ross and
Stevie Wonder.
For his first music video for "Hurry Up," Benjamin
finagled a shoot at Hugh Hefner's infamous Playboy
Mansion. This link that has not only opened the door to
Hefner's circle of celebrity friends but has connected
Benjamin with former WWF wrestler "Chyna," Joanie Laurer,
who has become a friend of his and constant promoter of
his music.
Benjamin said he called the Playboy Mansion for four
months bugging them to let him shoot the video at the
house or in the backyard or even by the front gate. He
said news of his persistence finally reach Hefner who
conceded and said, "Let the kid shoot the video here."
Hefner even allowed Benjamin to use some Playboy
Playmates in his video. The video climbed as high as No.
2 on MTV Asia last year.
Benjamin has already secured another difficult location
for his next video - Elvis' Graceland in Memphis, Tenn.
The video will be shot in March and will feature
appearances by Laurer and former Chicago Bears' player
Willie Gault.
The Graceland setting is particularly fitting for
Benjamin who counts Elvis as a role model both for his
music and his looks. His parents, both natives of South
India, are big Elvis fans.
Benjamin has now become a voting member of the Grammy's
and has attended the Grammy Awards for the past several
years. Last year, thanks to his Playboy connection, he
did so with a few attention-grabbing Playmates on his
arms.
To support his new album, Benjamin has scheduled a tour
of both Asia and the United States. He said he plans to
dedicate the tour to Daniel Pearl -- The Wall Street
Journal reporter who was killed by terrorists a year
ago. He added that proceeds from the tour will go to the
Daniel Pearl Foundation.
He said when the tour hits the United States he hopes he
can get a few big-name artists to do a song or two to
help raise money for the foundation.
Benjamin has already garnered press in several
mainstream American publications such as Billboard
Magazine, Teen Style, Playboy and the Chicago Tribune.
The American press has embraced Benjamin as an Indian
guy singing American music-which is just what he wants.
He said he has had several offers for Bollywood movies,
but is not really sure he wants to expand his efforts in
any direction but at the United States.
"We conquered the other countries and now we are coming
to America," he said.
