"It sounds made up, but the name In Essence actually came to me in a dream. It was like the set of Blade Runner, really futuristic with lots of electronic billboards and buildings with our pictures on it. And in those flashing neon lights, it said 'IN ESSENCE' everywhere." - Pops

It was this dream that birthed the name that Dru, Smooth, Pops, Touch and Que sing under, but it also became a premonition of sorts. For these Toronto-based men of Jamaican descent - who have lived, loved, performed and created together for 10 years, a big city with bright neon lights has played a major role in their success.

"We set out in '98 to New York City for a music conference with no money, no nothing," recalls Que. "We did it on a whim and chanced it all, but it was a turning point because it showed us that sticking together and following our drive will get us somewhere."

Armed with only a stereo, the group boldly set themselves up in front of a venue where legendary New York DJ Funkmaster Flex was scheduled to appear. In Essence started playing their demo, the line outside began dancing and Flex's people were so blown away that they approached the group that night and signed them to a management deal.


The next few years were spent shuttling between Toronto and New York, recording music and paying dues. "We would sing for our food, sing in the subways to be able to get into the studio," shares Dru. Despite the struggles, the Big Apple would be kind to In Essence once again.

"We were driving into Manhattan and all of a sudden, we hear our song 'You'll Never Find'," remembers Touch. "We thought it was a CD or tape playing, but someone said: 'No, no, it's the radio! It's Hot 97!' So we started freaking, turned down the windows and screamed 'It's us!' We were going nuts. But that was just the first time, cause they kept playing it, everyday!"

After New York's hottest radio station jumped aboard, the club-banger "You'll Never Find" made noise all over the U.S. It propelled Funkmaster Flex's Mix Tape Vol. 4 to gold status and flooded the radio airwaves and clubs. This hit record proved they could break into the notoriously tough U.S. market and led to opening slots with Usher, 112, Ma$e, Lost Boyz and Cam'ron. But gradually the group began to have concerns when the pressure to fit into the U.S. R&B cookie-cutter mould began to build.

Touch explains: "People wanted us to sound a certain way and our greatest accomplishment was going left, against the grain and saying we want to create our own sound."

Complicated syncopated rhythms; Smooth vocals and harmonies dripping with emotion; Enrapturing lyrics that tell a story. Along with the marriage of R&B, soul, hip-hop and tribal rhythms, this is what makes up the signature In Essence sound. Over the years, the group has also fine-tuned their writing and producing talents, working with a list of acclaimed artists including Kardinal Offishall, Maestro, Ghetto Concept, 2Rude and Melanie Durrant.

"Canada gives us the freedom to create music that represents In Essence properly," says Dru. "Now we're on the outside looking in. We can watch the U.S. and take the good, notice the bad and see what we want to do differently."

And their music is made up of another invaluable ingredient - 10 years of solidarity. "We're friends, we're not just a group of singers," explains Smooth. We help each other grow and protect each other in life. A lot of people don't figure out ways to make a relationship last. But we have."

"There's a lot of groups that don't stay together for 10 years," adds Dru. "The fact that we know each other and understand each other helps the creative process. We have this thing called 'Vibe Sessions' where we just chill and vibe off each other for hours and songs just emerge from them."

Materializing out of these Vibe Sessions is The Master Plan, In Essence's full-length debut album. Entirely self co-produced, the album is launched by the infectiously bouncy "I.E." and features the Latin-tinged heavy-hitter "Closer" and "You'll Never Find," their fate-driven breakout hit. Flirting with the boundaries of contemporary R&B is "Friend Of Mine," their aggressive, rock-driven second single that explores the ins and outs of addiction.

The group is also featured on the Peace Songs compilation (BMG/Sony) dedicated to war-affected children, along with David Bowie, Paul McCartney and Moby. In Essence's contribution, a remake of Sam Cooke's "Change Will Come," was chosen at a time when the group felt it necessary to put out a song about the events unfolding in the world around them. Says Dru: "This song is about helping your fellow man, and that's important to us, especially now."

With the release of The Master Plan and their continued exposure, In Essence realizes that this is no longer just a dream. Sure it's been 10 years in the making, but they know it's only a matter of time before their name will be shining in bright neon lights…in big cities everywhere.

Uncover The Master Plan
July 15th