How to get people to talk about your āthingā is one of the greatest mysteries of life. There are literal classes taught about how to make something āgo viral,ā not to mention the hundreds of services that promise to help a ābrandā grow its āreachā through the aid of marketing campaigns. With the multitude of ideas trying to break out, it can sometimes be disheartening or threatening for potential competitors to attempt to break into a new realm. Take music for instance, where dozens of new brands enter the fray daily in an attempt to dissuade fans of one thing to pay attention to their newerāhopefully betterāthing. In an attempt to get people to pay attention to his music, previously unknown Toronto rapper Roble Regal recently embedded his music video with a quasi-treasure hunt, hiding the clues to $5,000 in the visuals for āDecebuary.ā The video and hunt were promptly written about by several publications, including this one, after being spotted on Reddit (where Regal himself uploaded it), and the prize remains unclaimed as of publishing. But it also prompted questions from the general public centering around two main ideas: Who is Roble Regal, and could he be lying?Roble Regal is a 21-year old Somalian artist who was born in Kitchener, Ontario and hails from the Toronto neighborhood of Rexdale. According to Regal, heās not lying about having the money, which he says to have earned through trading options, which he learned to do over the course of several months. After spending seven months of his life putting his newfound skills into practice, he emerged with a hefty bank account. In my initial email to him, I alluded to the possibility that Regal might be lying. He apparently took this as a personal affront, showing up to our interview with a printout of his financial statements totaling $24,570.94. Thereās always a chance that these documents could have been doctored or that the entire campaign is make believe, but thereās not much I can do other than take him at his word, given the level of privacy shrouding a PayPal account. But the amount of confidence that Regal has in this plan makes it difficult to believe heās telling anything other than the truthāplus, if you were going to lie, why not make the numbers something comical, like that kid who claimed to make $72 million from day trading while at school.Regal is aggressively confident to a point that borders on abrasive, talking about his own accomplishments as if reading them from a historical tome about his life. He brings up his own genius often, using the same tone when speaking about his rap video as when heās mentioning his plans to reform education or transform medicine. Thereās so much information being spouted by Regal that the line between fact and fiction blurs. But numbers donāt lie, and after only one week, Roble Regal has amassed over 13,000 views on his cryptic videoāan impressive feat considering itās the first thing heās released as an artist. Despite its quick success, Regal is defensive of his idea, and grows offended when itās referred to as a gimmickādespite the fact that it totally is.In person, Regal seem hell-bent on making sure you know heās the smartest person in the room. He speaks largely in platitudes that are employed for the purpose of keeping the listener from discovering a potential clue, which often results in him saying nothing at all. Heās almost neurotically obsessed with not giving away any information accidentally. His record āDecebuaryā is a song that rotates around numerous themes and touches on many subjects, but Regal is hesitant on expanding about which exact themes of subjects those may be. He guards any potential clues inside of a mental safe, and there are a few instances during our conversation where he seems to run an upcoming sentence through a mental filter before answering my questions, causing him to sometimes stop mid-sentence in fear of revealing too much. Those looking for clues in this interview may be disappointed to find that our conversation centers mainly around the idea that a campaign like this may not be good for an artistās longevity. However, after the interview concluded, Regal sent me an email with an honest-to-goodness hint: āRoble says he likes math, he sees in patterns.āNoisey: When did you learn day trade and became proficient at it?
Roble Regal: I started trading when I was 19 years old. While I was trading I was working at a cell phone store, and it was full of rich business guys. A few guys thereālike one in particular who would end up being a financial assistant for the NHLātook a liking to me and gave me a business opportunity. I was selling him something and he liked me, and he said āyou're a really bright kid; you should work for me.ā And I said āIf Iām so bright why wouldn't I work for myself?ā and then he gave me his business card.So if trading is what made you money, why not focus on that? Why even rap?
I did that for seven months. I have my accomplishments in that. Iāve already won that aspect. Thatās the weird thing with me, Iām very conscious of the way my story sounds. I don't want to be 26 and all of a sudden making music. When I was making money I was a ghost. Nobody could find me, and I didn't want anybody to know what was going on. This is going to sound reckless, but I was just living off Airbnb locations in numerous places in the city. Sometimes it was a nice penthouse and sometimes it was more like a loft, but it was always a nice place. I had beautiful women where I was living too. It was great.It sounds like you were living a rapper lifestyle already.
The thing is, and I don't even want to sound arrogant, but you are in the presence of a legend. Iām a myth to some. To others, Iām a genius.Have you always been this humble?
Iām a very humble man.I assume you werenāt this cocky when you were in Rexdale with no money.
I mean kind of. I kind of was, the number one thing that anybody can tell you is that Iāve always been about my money. Thatās been the case from when I was a teenager in Rexdale. Iām actually from the same neighborhood that Kānaan grew up in.Why not spend the $5,000 on a feature? Why not do something with that money that can get you exposure in a better way? Because when you put out the next song, do you think thereās going to be any buzz without the song having a treasure map attached to it?
The reason Iām doing this interview is because itās literally the most important thing that I will ever do in a long time. Even in the video there are allusions to things Iām working on. Iām working on other things outside of music that are huge in their own right.What kinds of things?
Iām talking revolutionary things. For example I promise you in the next two years universities in Canada will be free. Not because of āDecebuaryā but because there are things that we are working on.What is your legacy?
Roble Regal is not a wisher. He is a pragmatic dreamer. I donāt wish, I plan and I make things happen. I take precedence. I don't know how the universe works, but for some reason things work out for me. Itās always been like that.Thatās great, but do you want people to know you as a rapper?
I want them to know me as an artist.Well artists arenāt looked at very highly on the social ladder, especially against doctors and day traders. Why would you want that to be your persona?
The thing is, art is not portrayed highly on the social ladder, but in Ancient Greece and Rome they used to hold poets in high regards because that was something of the mind. It was up there with like doctors, so thatās a cultural change. So, to me, art is up there I think.If you care so much about your legacy, being an artist is not as favorable to your legacy as the fields of education or medicine that you say youāre good at.
I guess that would make more sense, but when youāre embedded with a dream from childhood itās different. Because when you look at it pragmatically, I get where youāre coming from, but to me itās like like, look at a Jay Z. Heās respected as much as a businessman as he is as an artist.But some would say he wouldn't have to resort to a gimmick.
Oh so Iām a gimmick?You donāt think this specific treasure map thing isnāt a gimmick? Aren't you worried itās going to shadow what you do?
I think artistically speaking I believe I can follow up. If I'm ever put in a position where I have to prove myself as an MC as an artist I can.But do you think people are interested in listening if thereās no potential in getting money?
The thing is this whole campaign is going to be taking place over a longer time than you think. Itās not going to take three years, but Iām looking at bringing everything that Iām doing and put it under one umbrella. For example, if I go and make a presentation about education, I could mention towards the end that Iām an artist and you can check me out on these articles and I could show the people Iām presenting to that thereās a benefit in actually following up and looking into what I saw.I don't mean no disrespect, but Iām going to go back to something you said in the beginning. People will hit me up, and they won't see this as a gimmick. They will say āI like what you did. I like your song, I might try something like this myself. Props to you.āWould it be good for the culture if everybody did what you are doing?
Itās headed that way anyway. What are you going to do with a budget of $5,000 or $10,000 for a video? We were thinking of getting a feature initially. I was going to get a feature from French Montana because he would do it for $4,000 at the time because he knew a guy from Rexdale. I was considering that, but then Iām just a rapper who got some feature. Thereās nothing novel in that. I see a lot of guys from Rexdale get features and go nowhere. I mean no disrespect, but Iām not interested in clichĆ©s.Are you worried that people are going to associate the rest of your career with this gimmick?
If it gets to that point, thereās a story behind it. This is a guy who built that money up, and he came up with that idea. Once again I don't think a lot of people would see this as a gimmick, at least not the people Iām talking to. No matter where you go in life thereās people who are going to be like āJay Z never wouldnāt have been Jay Z if Biggie didnāt die.ā Thereās always going to be people who doubt.But thatās different from āhe offered people $5,000 to watch his video,ā right?
If people do gravitate towards it and I get mad bills one day and I delivered on all aspects of everything I am trying to do, then I think that Iām more likely to be praised than to be criticized. Itās just the way it works. If I get involved in that news itās going to be like āremember that guy who tried to do that?ā History is told by the victor. When you win you can make it look like you did whatever.So, whatās next what is the plan? When is the next instalment?
That I donāt want covered because Iām doing something with Rap Genius. Weāre speaking right now, and weāre trying to figure out how weāre going to do that. Hereās the thing: You're the journalist looking for juicy gossip, but there are people who can actually help build this up and theyāre coming, they like the idea and they like where this can go. Iām looking at this from the potential for businesses, and the amount of power I have right now to dictate things and make sure it stretchesābecause if nobody can figure it out then itās going to start getting competitive, because thereās a mathematical component.What if somebody cracks it in this video, and then nobody watches anything else you do because thereās no incentive? Do you abandon rapping?
I said a long time ago when I was in high school that even if Iām 55 years old and a judge for the supreme court, on the weekends Iāll still be in the booth. I enjoy doing this. Iām an artist, but I get off on seeing somebody put together a really good plan. Thatās always going to continue happen.So, whats āDecebuaryā about? What situation inspired that?
āDecebuaryā was written a while ago. Itās about reactions to actions that you have no control over. A lot of it is internal dialogue. Iām 21 years old. I grew up in poverty, and I kind of got over that, to an extent. I've done bad things Iāve seen bad things. Iāve lived in Rexdale for like 75 percent of my life.Do you have a name for the eventual album youāre putting out?
Itās called Hour 21.Why the name?
One day at 3 AM I just randomly got a whole bunch of words in my head and literally spoke like ten songs on the 21st hour of my 21st year. Itās actually true.Slava Pastuk actually cracked the code while transcribing this at half-speed and listening to the hints in Regal's heartbeat. Follow him on Twitter.
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Roble Regal: I started trading when I was 19 years old. While I was trading I was working at a cell phone store, and it was full of rich business guys. A few guys thereālike one in particular who would end up being a financial assistant for the NHLātook a liking to me and gave me a business opportunity. I was selling him something and he liked me, and he said āyou're a really bright kid; you should work for me.ā And I said āIf Iām so bright why wouldn't I work for myself?ā and then he gave me his business card.
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I did that for seven months. I have my accomplishments in that. Iāve already won that aspect. Thatās the weird thing with me, Iām very conscious of the way my story sounds. I don't want to be 26 and all of a sudden making music. When I was making money I was a ghost. Nobody could find me, and I didn't want anybody to know what was going on. This is going to sound reckless, but I was just living off Airbnb locations in numerous places in the city. Sometimes it was a nice penthouse and sometimes it was more like a loft, but it was always a nice place. I had beautiful women where I was living too. It was great.It sounds like you were living a rapper lifestyle already.
The thing is, and I don't even want to sound arrogant, but you are in the presence of a legend. Iām a myth to some. To others, Iām a genius.Have you always been this humble?
Iām a very humble man.I assume you werenāt this cocky when you were in Rexdale with no money.
I mean kind of. I kind of was, the number one thing that anybody can tell you is that Iāve always been about my money. Thatās been the case from when I was a teenager in Rexdale. Iām actually from the same neighborhood that Kānaan grew up in.Why not spend the $5,000 on a feature? Why not do something with that money that can get you exposure in a better way? Because when you put out the next song, do you think thereās going to be any buzz without the song having a treasure map attached to it?
The reason Iām doing this interview is because itās literally the most important thing that I will ever do in a long time. Even in the video there are allusions to things Iām working on. Iām working on other things outside of music that are huge in their own right.
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Iām talking revolutionary things. For example I promise you in the next two years universities in Canada will be free. Not because of āDecebuaryā but because there are things that we are working on.What is your legacy?
Roble Regal is not a wisher. He is a pragmatic dreamer. I donāt wish, I plan and I make things happen. I take precedence. I don't know how the universe works, but for some reason things work out for me. Itās always been like that.Thatās great, but do you want people to know you as a rapper?
I want them to know me as an artist.Well artists arenāt looked at very highly on the social ladder, especially against doctors and day traders. Why would you want that to be your persona?
The thing is, art is not portrayed highly on the social ladder, but in Ancient Greece and Rome they used to hold poets in high regards because that was something of the mind. It was up there with like doctors, so thatās a cultural change. So, to me, art is up there I think.If you care so much about your legacy, being an artist is not as favorable to your legacy as the fields of education or medicine that you say youāre good at.
I guess that would make more sense, but when youāre embedded with a dream from childhood itās different. Because when you look at it pragmatically, I get where youāre coming from, but to me itās like like, look at a Jay Z. Heās respected as much as a businessman as he is as an artist.
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Oh so Iām a gimmick?You donāt think this specific treasure map thing isnāt a gimmick? Aren't you worried itās going to shadow what you do?
I think artistically speaking I believe I can follow up. If I'm ever put in a position where I have to prove myself as an MC as an artist I can.But do you think people are interested in listening if thereās no potential in getting money?
The thing is this whole campaign is going to be taking place over a longer time than you think. Itās not going to take three years, but Iām looking at bringing everything that Iām doing and put it under one umbrella. For example, if I go and make a presentation about education, I could mention towards the end that Iām an artist and you can check me out on these articles and I could show the people Iām presenting to that thereās a benefit in actually following up and looking into what I saw.I don't mean no disrespect, but Iām going to go back to something you said in the beginning. People will hit me up, and they won't see this as a gimmick. They will say āI like what you did. I like your song, I might try something like this myself. Props to you.āWould it be good for the culture if everybody did what you are doing?
Itās headed that way anyway. What are you going to do with a budget of $5,000 or $10,000 for a video? We were thinking of getting a feature initially. I was going to get a feature from French Montana because he would do it for $4,000 at the time because he knew a guy from Rexdale. I was considering that, but then Iām just a rapper who got some feature. Thereās nothing novel in that. I see a lot of guys from Rexdale get features and go nowhere. I mean no disrespect, but Iām not interested in clichĆ©s.
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If it gets to that point, thereās a story behind it. This is a guy who built that money up, and he came up with that idea. Once again I don't think a lot of people would see this as a gimmick, at least not the people Iām talking to. No matter where you go in life thereās people who are going to be like āJay Z never wouldnāt have been Jay Z if Biggie didnāt die.ā Thereās always going to be people who doubt.But thatās different from āhe offered people $5,000 to watch his video,ā right?
If people do gravitate towards it and I get mad bills one day and I delivered on all aspects of everything I am trying to do, then I think that Iām more likely to be praised than to be criticized. Itās just the way it works. If I get involved in that news itās going to be like āremember that guy who tried to do that?ā History is told by the victor. When you win you can make it look like you did whatever.So, whatās next what is the plan? When is the next instalment?
That I donāt want covered because Iām doing something with Rap Genius. Weāre speaking right now, and weāre trying to figure out how weāre going to do that. Hereās the thing: You're the journalist looking for juicy gossip, but there are people who can actually help build this up and theyāre coming, they like the idea and they like where this can go. Iām looking at this from the potential for businesses, and the amount of power I have right now to dictate things and make sure it stretchesābecause if nobody can figure it out then itās going to start getting competitive, because thereās a mathematical component.
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I said a long time ago when I was in high school that even if Iām 55 years old and a judge for the supreme court, on the weekends Iāll still be in the booth. I enjoy doing this. Iām an artist, but I get off on seeing somebody put together a really good plan. Thatās always going to continue happen.So, whats āDecebuaryā about? What situation inspired that?
āDecebuaryā was written a while ago. Itās about reactions to actions that you have no control over. A lot of it is internal dialogue. Iām 21 years old. I grew up in poverty, and I kind of got over that, to an extent. I've done bad things Iāve seen bad things. Iāve lived in Rexdale for like 75 percent of my life.Do you have a name for the eventual album youāre putting out?
Itās called Hour 21.Why the name?
One day at 3 AM I just randomly got a whole bunch of words in my head and literally spoke like ten songs on the 21st hour of my 21st year. Itās actually true.Slava Pastuk actually cracked the code while transcribing this at half-speed and listening to the hints in Regal's heartbeat. Follow him on Twitter.