A new wave of Toronto-based rap talent is positioning itself to make a dent on Canadian music charts. Rochester has emerged as one of the leaders of this new school. Don’t believe the hype? You don’t need to. Prominent press outlets, commercial radio and TV stations have already stepped in to cement the hoopla, and the stage is set. 

A charismatic performer coupled with an ability to paint candid pictures through his rhymes crowned Rochester the Soul Search’s inaugural first prize winner for his original composition “Young Luv” - an animated ode to early childhood romance – Rochester’s career kicked into full swing.

What exactly was it about his flow, lyrical content and live show that stood out amongst the legions of burgeoning rappers seeking their big break? “I’m the opposite of your typical cliché rapper,” relates Rochester, “As rappers continue to spend their time rhyming about hoes, and negative situations, I actually use my stage time to show respect to women and talk about bringing hope.” As music luminaries began to take notice of Rochester’s rapid ascent, he continued to crash through music industry barriers with skillful rhymes that garnered unique marketing opportunities.

His B-Boy-next-door good looks secured him a gig as the face of retail giant Athlete’s World’s “The World Is Yours” national in-store design concept and ad campaign. Rochester was also commissioned by MuchMusic to appear in the campaign that launched urban video station MuchVibe. He went on to pen the theme song for

“Basketball City” on Sportsnet/Raptors Television and to win Universal Music Canada’s “My Block” contest for the song “Too Long”. This would help to create the climate in which to meet both the market and fans’ demand for his music. Rochester’s independant debut, A New Day (released June 21st, 2005 through Indie Maple Music Recordings) marks a Canadian urban music revolution. 

While the challenge for most world class Canadian rap talents has been to stylistically set themselves apart from their American rap neighbors, Rochester, like Kardinal Offishall before him, is a unique first-generation Canadian emcee. His lyrics speak to distinctly local concerns while carrying universal themes. “Some cats feel because they sell a couple of dime bags that they’re hustlers, gangsters and thug rappers like they see on BET,” relates Rochester. “The situation in Canada is different. Sure some people are living that kind of life, but why rap about busting guns when you’re not? I come from a proud Dominican and Jamaican household, grew up with my two parents, and I didn’t live that kind of life…so why am I going to rap about something that I don’t live” He adds: “Music is expression of self. If that’s not you, don’t express it.”

Folks who’ve witnessed Rochester’s charismatic live show already know that his musical mission is to deliver straight lyrical goods - whether opening up for Kanye West, Chris Brown or as part of the wildly popular Nike Battlegrounds street ball basketball tournament. “I’m not trying to blend in, I’m trying to change the rap game right now,” he says point blank. “Change is gonna come.”