by Becky Prestidge

“We will be here for a while; we won’t be a one-hit wonder that came and gone. We’ll always have something new.” Nolan Vicks, head of V.C. Entertainment, promises the local inspirational rap group Pure Genius is something new to the music industry. Since the group’s debut release “First Judgment” in 2004, fans have been drawn to Pure Genius’ unique musical style—a style that incorporates inspirational, jazz, R & B, rock and hip-hop music. This unique artistic combination, along with their decision to eliminate vulgar or inappropriate lyrics, is what makes the group’s music impossible to duplicate, according to members Jonathan Vicks a.k.a. Big Joe (23), Matthew Vicks a.k.a. Mad V (20), and Trevor Vicks a.k.a. Lil Trey (19).

As three brothers raised together in the Thibodaux area, Jonathan, Matthew and Trevor were exposed to music of all types from a very young age. Born into a family of singers, the boys developed their own talents and soon wanted the chance to share their message with as many people as possible.

As Christians, they recognized the need for music with a positive
message that would appeal to all different ages and backgrounds. “We want those who listen to our music to understand what we’re talking about and where we come from. And maybe they won’t make the same mistakes we did,” expresses Mad V. “Plus we consider ourselves role models. Why not put a positive message out there for everybody?”

Good intentions, however, did not help when trying to find studios to use or labels to back the group. It was not until another Vicks brother, Nolan, offered his services as a business manager for Pure Genius that the group really started to take off. They decided to take their dreams into their own hands and formed V.C. (Vicks’ Click) Entertainment. The brothers then built their own studio and purchased their own equipment, showing the initiative needed for success. It was not long before Pure Genius saw the fruits of their labor.

After “First Judgment” in 2004, the group released two more albums: “Second Coming” in 2005 and “Demo-stration” in 2006, albums which showcase the group’s multi-faceted musical style. Pure Genius was soon in demand; they began performing at talent shows, schools, churches and youth events.

All of the attention has made the group even more determined to promote a positive message in each song they record. Even with seemingly light and fun songs like “Talk” from the album “Demo-stration,” fans will find an underlying message from the members of Pure Genius. Mad V explains, “It’s like when I had the idea for ‘Talk’ I was just sitting in choir class and these people just kept talking about nothing. I started chanting the chorus in my head, and it was catchy and fun, but it still meant something. We have fun with our music, but there’s always a message for the community in the song.”

The group’s focus on the community does not end with their songwriting. Giving back to the community which has supported them is a top priority for the brothers. They have organized multiple food drives in the Houma-Thibodaux area and often perform free-of-charge shows for local fans. Already planned for summer 2008 is a poetry night for local writers hosted by Pure Genius and a performance at the Voters’ Registration Drive at the Thibodaux Civic Center. The artists also have a new album, “Demo-stration 2,” due out in late summer or early fall (release date not yet confirmed). The brothers hope to show their fans how much the group has grown mentally and musically in the years since “Demo-stration.”

Perhaps the most important role these young men have taken on is to encourage others, especially the youth, to find out who they truly are and communicate that to the world. In the words of Big Joe, “It’s about being heard and having a voice.” PoV

Visit them at myspace.com/realpuregenius.
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