By Lorianna De Giorgio (Town Crier, Toronnto)

It’s an album that’s been a lifetime in the making.

Beach rapper Cale Sampson’s eponymous January release marks his lengthy commitment to hip hop, and his passion for writing lyrics that breathe new life into a genre that is often pigeonholed into solely being about bling, booze and babes.

The 20-something year old says the Jan. 1 release of his debut solo album signifies a step in the right direction for his career and the industry as a whole.

“I feel it’s long overdue,” he says. “I put my heart, blood, sweat … everything into it.

“It’s one of the proudest things that I’ve ever done in my life.”

Sampson, who began rapping at age nine, soon taking on “Cale the Lyricist” nickname, believes hip hop gets a bad rap.

People seem to only identify with what is played on the radio, he says, from the likes of 50 Cent to Lil Wayne who sing about the conquests, jewellery, clothes and cars they’ve been able to buy thanks to their monetary success.

Sure, Sampson has sung about booze and women, in fact a song titled “Women & Alcohol” made it on to his solo release, a two-disc recording filled with demo tracks and original hits.

However, Sampson also makes it his mission to sing about his life, our society, which often praises actions by members of young Hollywood and even ethical debates including another track on Cale Sampson, “The Human Genome Project”.

Unlike rock, where the genre’s legends are glorified, hip hop’s godfathers such as Chuck D from Public Enemy are often forgotten about, he says.

“People only recognize the Lil Waynes … or whoever is on the radio,” says Sampson. “I support 50 Cent and Kanye West, but there is a problem with the balance with (what’s on the radio).

“There is a popular saying right now that ‘hip hop is dead’. I don’t believe in that statement … hip hop isn’t dead … the balance is dead right now,” he continues, taking a sip of his coffee at one of the many Starbucks that dot the Beach strip.

The topics he raps about on his solo album might not be as sellable as Lil Wayne’s hits, but Sampson says his music is true to who he is and what he does.

“If you are truthful to your audience, then your audience will believe you,” says Sampson.

Five years ago, he joined other rappers to form the Toronto hip hop collective, Rhythmicru, setting off a change in the city’s hip hop music industry, which went back to its roots and promoted storytelling.

They formed the Heads Connect series at the Rivoli, allowing other newbies on the scene to perform.

Rhythmicru has also released albums along the way, and international success came in 2007, when while unsigned they headlined that year’s Spring Scream Music Festival in Taiwan.

Sampson’s advice to younger emcees is to write and rap about what they know.

It’s important he says to not just rap about girls and booze, but other subjects, as it’s crucial to talk to hip hop’s young audience about things other than fast cars and lifestyles.

“I realized I could go from A to Z, instead of A to B,” he says.

And his CD is proof.

“It’s something I have always wanted to do,” says Sampson of the album that took him three years to finish.

The CD had to happen, he says.

“And because of that I had to make sure it was the best I had to offer for myself, and for anybody who has supported me,” Sampson continues. “Whatever happens after that, whether we sell a 1,000 or 100,000 units, it’s sort of beyond my control.”