Theophilus London's new album was influenced by how technology affects personal relationships.
Photo: Jonathan Mannion

Brooklyn MC Theophilus London has mastered the fine skill of using digital tools to his advantage. From Twitter to blogs to Facebook, the Trinidad-born artist has figured out how to work the system to get his music heard.

When Wired.com contacted him through his label about his latest album, Timez Are Weird These Days, and inquired about his thoughts on love in the digital era, we got back an e-mail full of ruminations on how tech brings people together — and pulls them apart.

To mark the release of his album, dropping Tuesday, we’re posting our correspondence with London, who is probably the first (non-nerdcore) MC in the game to declare: “I don’t battle, I program” (in Timez Are Weird These Days‘ lead single, “Last Name London”).

Below find the rapper’s thoughts on releasing his This Charming Mixtape and I Want You mixtapes, keeping his Twitter up-to-date and not falling into a “hellhole of blurred reality” online.

Wired.com: You’ve clearly mastered the art of working free mixtapes, Twitter, blogs and other mediums to build your appeal. Can you talk a little bit about how you’ve used tech, and particularly the internet, to build your fan base?

Theophilus London: It’s a point of view. I feel like you have to be real with people. If you show you’re human and have something to say, people will connect with you. From day one I realized that too. I’ve made sure to always update my web properties constantly — Twitter, Facebook, Tumblr, my Hypebeast blog … making sure I divided content across all of them to keep each outlet fresh to keep people coming back. This is where people live these days. People are always looking at their phones and computer. It’s the first place people turn in the morning and where everyone’s keeping in touch and getting their news. We’re a fast-moving, needy species.

Wired.com: There also seems to be a theme on the new album and in your previous work about how technology is used to interact in real-world relationships. Tech has helped you connect with fans, but do you think it interferes in relationships with people you know personally?

‘People can get caught up in these superficial lives online. If you’re not smart, you’ll fall into a hellhole of blurred reality.’

London: Yes it does. Absolutely. I use this quote: “Do not fear the digital world, it will not kill us all.” People can get caught up in these superficial lives online. If you’re not smart, you’ll fall into a hellhole of blurred reality, where everyone has this online personality that they have to live and breathe every day, which isn’t actually what goes on in real life.

It’s great to get personal on Twitter and let people into your world, but you need to be able to step away from all that, too, and know what’s real and what’s not. Sometimes you got to just pick up the phone and call someone instead of direct messaging them. There will be a lot of people that survive this digital age, but I feel sorry for those who won’t.

Wired.com:Timez Are Weird These Days has an incredibly eclectic sound, even more eclectic than I Want You or This Charming Mixtape. What were your main influences while you were recording this album?

London: I wanted to make a pop record. I also wanted to make a record that had a lot to do with pop culture from my vantage point traveling all around the world over the last couple years. On the mixtapes, I wanted to get people in tune with my sound and draw them into my universe. Get them used to the Theophilus London flavor. Now that they know what I’m about, it’s time for the first actual taste of a Theophilus London LP.

Wired.com: Aside from Timez Are Weird These Days [listen below], what’s been your favorite album of the summer?

London: I’m starting to get into the new Beyoncé record. DJ Khaled is dropping the same week as me, I’m getting into that as well. Also, really digging on the new John Maus.

Wired.com: You’re known for your fashion, and now for your work with brands like Cole Haan. Do you have aspirations to work in fashion or do other creative projects beyond music? What would you like to do?

London: Yeah, I think that’s the most exciting thing about my brand is there’s so much attached to it. It’s not just one song or one hat or one shirt. I’m definitely looking to use that to my advantage in the future.

I’m starting to design my own costumes for the Timez Are Weird tour and someday I’d love to be a creative director. I never want to have my own clothing line, though. However, I’d love to curate a limited line for a luxury brand. Someone like Louis Vuitton, Céline, Lanvin or Chanel. They bring me in as a creative director and use my vision instead of me trying to start my own line and having that shit wind up in Sears. I’m custom from here on out!