Max Fullard is one of Virginia’s hottest upcoming artists. Just listen to his new single, “Mama Dance” that is as far from a contemporary rap song as you can imagine. With funky drums and largely PG lyrics, it’s just one of Fullard’s many facets. He represents Virginia’s eclectic abilities and how it can continuously evolve and change its sound. That’s been Fullard so far and it’s clear that he’s on the rise, as is his state.
ELEVATOR spoke to him about who he is, where he’s from, and what he’s working on.
Who is Max Fullard?
Max is me, I’m a guy that makes music that I want to hear. Music that speaks to me, and hopefully inspires others to chase their desires, whatever they are. But ultimately, Max Fullard is a normal dude that plays video games, loves his family and his dog.
When did you begin rapping? Why?
I honestly began rapping in about the 5th grade. A homie in Philly had a voice recorder and we would act like Mase and Puff Daddy doing interviews. I would freestyle on his porch. That’s my first memory of wanting to be a rapper. I rap cause I’m really good at it, and I don’t want to do anything else, I have other passions, but music has always been the gateway and the foundation to my final form.
What’s the Virginia rap scene like to you?
Virginia. Virginia’s rap scene is like a party. VA knows how to have fun and wants to have fun. You make a record people can get live to, you’re gonna win. In my opinion, and I’m only speaking from my opinion. Adding to that, parties are great with a crew and friends. You need a crew and the rap scene is more crews than a single artist, once we’re seen as a huge crew under “Virginia” we’re gonna be acknowledged as a huge hub. I’m talking Hampton Roads by the way; the seven cities, and not the DMV.
How is it similar/different to Philly?
When I was in Philly, the battle rap scene was the top genre. So that’s a major difference to me. In Philly, I grew up on Major Figgas mixtapes, State Property, and Cassidy. Virginia introduced happy sounds to me, The Neptunes is a major different outlook on music compared to the grittiness of Philly, but I loved the Phillies most wanted album cause it was my bridge to my two cities.
In your bio, you describe yourself as a conscious rapper. What does that mean to you?
I’m conscious and I’m aware. I consider things and the future outcome of my words. I try my best to never outright lie in my raps. Everything you hear is me, in some shape or form, all my truths. It means a lot and that’s why I’m able to capitalize off a 12-year catalog. I’ve been this way from the beginning.
How big of a video gamer are you? You have a Twitch link in your bio and in the cover for a recent track, you’re playing a video game.
Bruh! I worked at Gamestop for 8 years. I play videogames maybe 2-3 times a week now. I own all new systems and at one point I wanted to open my own used video game store. One of my side-hustles at the moment is selling games on Amazon. I’m a Playstation Boy at the moment, but my Xbox gamerscore is like 26k and I haven’t played on Xbox since the 360 faded and the day that the PS4 dropped. Follow me on twitch! I’m playing Days Gone right now! Catch me at E3 too!
How does the past of hip-hop influence your approach?
I learned from Slim Thug on how to operate. Being in Virginia and getting a taste of living in the south. I learned the DIY approach. I honestly never seen myself signing to a label realistically. Partnership yes, Roc-A-Fella type things, but I learned about longevity and branding from the past of hip-hop. Pharrell has stood the test of time, Jay-Z’s come up inspires me. I’ll rather be more rich than famous.
What’s your journey been like so far? The come up, is it enjoyable or are you ready for the next step?
My journey has been exactly that, a journey. I’ve been in the Fader, Billboard, Complex, all the blogs in the blog era, print mags, independent tours, studios, city to city, I’ve done it all except big festivals and going gold. It’s a ride man, I wouldn’t do anything else tho, this is my life and I love it and the only thing I know is that I’m never gonna quit. I’m great at what I do and when one thing pops, the whole thing is going to shake.
Do you think that being from Virginia helps or hinders you? Why?
Being from Virginia doesn’t affect me. Yes, I want to be HUGE in VA, but I also wanna be huge to the world. Virginia is part of my beginning, it’s not my whole story. It’s not the only thing I focus on. I rep and love Virginia, I want a statue. I deserve one. But I’m a brand and I want my brand to be known across the seas. Being from VA can only help me accomplish that, cause wherever I go, Virginia goes. Star Trak ain’t gonna be the only brand known in Japan. A plant can only grow from the ground, VA is where I was planted and there’s no changing that.
You have a lot of music out. What’s your release strategy when it comes to planning rollouts?
I release when things feel right. I don’t have it all down, I’ll be the first to admit that. I make music and when a body of work feels right TO ME, then I start the plan to release it. Cause I’m always gonna make more songs as long as I can. When it’s consumed is up to the customer. My album from 12 years ago is just now getting more plays. My song “Aaliyah” from 2013 gets more plays all year than my new stuff.
What’s in the pipeline for you for 2019? What can we expect?
I’m gearing up for Love, Max Fullard, more partnerships and content. I plan to go back to other projects and bring light to them also. As my light gets brighter, I wanna share the sun with my entire umbrella of talents.
What would you say is the biggest lesson that you’ve learned since your first project?
Don’t make anything that you’re heart isn’t in. fuck the features, famous names, clothes, labels executives, fuck all that shit and do you. I’m focusing on my fanbase, anybody who ain’t a fan of me. I’m not tryna win them over anymore. It’s about me and the people who love me for being me.
What did Pharrell’s “Something In The Water” mean to you as someone from Virginia?
FUCKING DOPE! Finally bitch. I’m on that stage next year. Speak it into existence. I DESERVE TO BE ON THAT STAGE! Just off the song “Pretty Girl” (laughs) But that was dope! Nigga brought EVERYBODY and love to the beach!
How would you define Virginia’s sound, if you had to?
Virginia sounds, to me, hungry. Hungry for creativity and to make new sounds. Pharrell isn’t the only sound, cause him and Timbaland sound different, they both sound different from Nick F and D’Angelo. Our sound is that we can make our own sound, each city is different. Norfolk sound isn’t like Virginia Beach’s and vice versa.
What will it take for the state to become a hub for rap culture like Atlanta, Chicago, and now Detroit have become?
For people to acknowledge that we already are. We have shows and artists left and right bruh. Every weekend we got something happening. Rebel-E could have easily been just like Odd Future, if not bigger if people looked. Rebel-E should be as known as ASAP, Awful Records, and other crews. Media controlled the narrative. We just need the coverage. We don’t have direct access like major cities with cultured radio stations; they play Top 40 in VA and nobody listens to the radio.
Lesser known local bred artist need to be on the SITW stages next year, and that would be just a start. We never had a Fader Fort until then. All it takes is the media to put Virginia in the conversation. Not with the Pharrell cosign or major label signed artist. Come to Virginia and see some shit. Document it and show it. Rebel-E got history. Billboard shed a little light on at one time. But it takes the whole culture to stop saying “when will?” and accept that we already are and have been a hub, niggas just sleep.
Max Fullard isn’t going anywhere – he’s planting his seeds and will see that they grow throughout this year. Over the course of our conversation, I learned more about the state, which I’m from, and how are colorful cast of characters in the music scene are coming up in the world. If he keeps it up, Fullard will be at Something In The Water next year. It’ll be a great sight to see.
