THE JOY OF JOI
“Life is imperfect, imperfect(is perfect)…”
Every so often I’m moved by a voice and impassioned by a song – and then I feel the need to share it with the world. “Imperfect,” by Joi Cardwell. It definitely has an infectious beat, but if you listen to it closely, it has incredibly intense nuances, that are haunting and infectious. The underlying message is to hold on to your faith and trust in life, amidst life’s adversities – a theme that can be found in many of Joi’s songs.
I wanted to know what her inspiration was for the song, and after communicating with Joi, learned that this song was written on the day her grandmother passed away, and suddenly it all made sense. I felt so awful for having chosen such an emotional song, but realized that it’s always the most powerful songs that are borne from a place of pain, sadness or suffering. She assured me, “She was blessed with 94 great years. And I with all her love and wisdom.”
After obtaining two degrees from University, Joi started her recording career at Arista Records in a girl group called ‘The Promise,’ and then began her career producing captivating singles – such as “Love and Devotion,” “Trouble,” “Jump for Joi,” and “Soul to Bare.” Joi’s mellow and sensual vocals coupled with her songwriting have influenced many. Her repertoire includes the albums, ‘The World is Full of Trouble’ from 1995; and ‘Joi Cardwell’ from 1997, and her collaborations with a variety of artists, such as Kashif, LL Cool J, Paula Abdul, Ice T, and Denise Rich as both writer and producer.
Joi’s most recent album ‘The Plain Jane Project,’ is available for full listening on her website, and her catalog is available on all major digital sites including itunes.
Below is my interview with Joi Cardwell, where she discusses her inspiration, her music, the industry, and more…
Introducing Joi Cardwell…
Staffeen Thompson: Who else was influential in making “Imperfect” come to life?
Joi Cardwell: Imperfect was a song I wrote the day my grandma passed. The music was actually sent to me weeks prior and was an entirely different song. But in the end it was the perfect song for the track. It was produced by Marlon D.
ST: Did you study music in school? What was your first inspirational ‘push’ into the business?
JC: I didn’t study music in school, more like music business with a semester of vocal training while in college. I’ve always worked in the biz so I guess I was more like a musical apprentice in the real world.
ST: How do you nurture your talent, and does it ever dictate the types of songs you want to create?
JC: I try to go with what moves me both musically and what I can do well. I realize that I can’t sing with a really big voice – even though my inner one tells me I can. LOL. So I try to work within what my abilities are and do the best I can to push my limits and still be appealing to my audience. As far as nurturing my talent – mostly I maintain my voice through a lot of rest – healthy living and – actually not singing too much.
ST: How have you ‘mastered your craft’?
JC: I think I am pretty good at what I do. Some would say I have. I never really think about things as being complete—they are what they are until something takes you to another level.
ST: I’ve read that you’ve written a book, I’m curious to know what its success has meant for you?
JC: I wrote a lil handbook on the ins and outs of the music business and actually have just finished another called ”How To Use What You Got To Get What You Want” that taps into people’s underlying abilities and using them to achieve real goals in life. Its success has mostly been in me spreading the word to those who seek information particularly at schools where I have lectured on the topic – My alma mater New York University and also Columbia University in NY.
ST: The music industry: stagnant or evolving?
JC: The music industry is evolving. Well actually I am involved in a new music software company called imediastreams which is going to help the industry- particularly for independents. We will be able to allow content providers know basically who and where music is being played online (without specific names) and allow musicians to better target their audience, and eventually have better accounting as far as performance and mechanical royalties. (That’s how we get paid).
ST: What would you be doing if you weren’t Joi Cardwell the singer?
JC: Well I am always doing lots of things beyond being a singer- I run a record company – and a publishing company. I do some work in the stock market and I dabble in other ventures.
ST: What’s the Joi Cardwell ‘signature’ sound?
JC: I don’t really know – but some have said sensual melodic and smooth.
ST: What’s the biggest misconception about your music?
JC: That I can only sing at 125-137 BPM (beats per minute)
ST: What’ve been your happiest moments?
JC: I am most happy when I am around those I love.
ST: What’s your philosophy surrounding nurturing success?
JC: Success requires hard work. And it never lasts long. You have got to keep it moving.
ST: What’s your favourite song?
JC: “What’s going on” – Marvin Gaye
ST: Where do you find your inspiration?
JC: Well I am inspired by life itself, natural surroundings, Love, and common experiences that we all go through. I am an observer and storyteller.
ST: What’s in your ipod now?
JC: Just got a new one, so believe it or not, ‘Christmas in the House’ compilation on Kingstreet, and some free downloads form a Starbucks promotion last month. Sad but I am so busy I have no time to load my ipod just yet.
ST: Can you describe a Joi Cardwell fan?
JC: International, mostly men, and those who love music that says something.
ST: What can we expect next from Joi?
JC: Many new singles in dance – a new full-length project later this year tentatively called “Wanderlust” that will include my softer gentler side as well. And lots of news about my new venture imusic – from imediastreams.com this spring. I really believe it will be the first step in creating a new paradigm of getting our music accounted for and respected for the monetary and cultural contributor it really is.
ST: Have you ever been to Toronto to perform? Would you ever come up?
JC: I have been there and of course if I am asked again I would return.
ST: Thanks Joi, for speaking with me…
JC: Thank you for your support!
For more information on Joi visit:
website: www.joicardwell.com
myspace: www.myspace.com/joicardwell
Insightful piece ST. I never got a chance to thank you for putting me onto this very talented artist. There is so much more to her than the “house singer” I had taken her to solely be.
Hey Steffy,
Enjoyed reading your interview with Joi Cardwell. Hope she can perform in TO in the near future. It would be great to see her. Thanx for introducing me to her soulful music.
Karin