UB ReVisit: Avant Talks R&B, Superstitions & Director

Avant‘s debut album “My Thoughts” was released 20 Years ago on May 9th, 2000.

We’re continuing to celebrate our favorite interviews in the last 15 years. In celebration of our 15 Year Anniversary, more on that soon.

Grammy Award winning Avant, is a Cleveland Ohio native who still lives in his hometown. He learned how to appreciate and admire the strength and resilience of women who are mothers, sisters and lovers from the most important woman in his life, his mother. “One of the most valuable things my mother taught me is that you can love someone and not expect anything back.” As the youngest son in a family of six, he watched his mom sacrifice mightily to provide the best for her children.

Money might have been tight, but her affection never faltered. She encouraged Avant to develop his musical gifts and played classic R&B artists like Smokey Robinson, The Supremes and Marvin Gaye who later influenced his creative direction.

A raw, natural talent was refined at the Cleveland School of the Arts before manager Eric Payton helped launch Avant as a professional in 1998 by independently releasing “Separated.” Chicago’s WGCI jumped on the record and its success eventually led to Avant signing with Magic Johnson Music.

The single was re-released and included on Avant‘s first album, the platinum “My Thoughts,” which met with critical and commercial success. A remix with Kelly Rowland was also recorded and released with a visual.

“Separated” was followed by the top five hit “My First Love,” a cover of the 1983 René & Angela R&B classic featuring KeKe Wyatt. Avant returned the favor on Wyatt’s 2001 album debut, “Soul Sista,” pairing up with her on the #4 hit “Nothing in This World.”

After scoring platinum with “My Thoughts,” Avant released two more platinum-certified albums, “Ecstasy” (2002) and “Private Room” (2003), and notched several more top 10 singles: “Makin’ Good Love” and “Read Your Mind.” His fourth album “Director”—distributed through Geffen and his final MJM project—was released in 2006 and featured the hit “4 Minutes.”

In 2004, Avant co-wrote and produced Britney Spears “Toxic” and won a Grammy.

Two years later, he segued to Capitol for a fifth, self-titled album that yielded the top 20 single “Break Ya Back.”

In 2010 he released his album “The Letter,” led by the hit single “Kiss Goodbye.” Introduced by a driving piano riff, “Kiss Goodbye” the mid-tempo groove that provides the melodic backdrop to the song’s cautious message: don’t ever take a romantic relationship for granted. Avant released his eighth album “The VIII” in September of 2015.

In 2019, Avant returned with the new single “Not Gone Lose.” UB gave listeners their First Listen. The song peaked at #23 on Billboard’s R&B AC.

Having recorded with such diverse acts as Nicole Sherzinger and Lil Wayne, Avant isn’t afraid to stretch his vocal wings. He partnered with contemporary jazz artist Brian Culbertson on the single “Skies Wide Open.” He was also among the select group of singers chosen to pay homage to R&B legend Frankie Beverly on “Silky Soul Music … An All-Star Tribute to Maze featuring Frankie Beverly.”

Another side of Avant is acting, which can be seen in the sequel to Barbershop and playwright David E. Talbert’s “In the Nick of Tyme,” which also stars Morris Chesnut, Ellia English and Terry Dexter.

This ReVisit goes back to 2006, Avant was preparing to release “Director.” Avant spoke to UB about what separated it from his previous releases, how he linked up with Lil Wayne and the meaning of “4 Minutes.”

Avant also talked about his thoughts on the state of R&B as well as his unusual habits and superstitions.

UrbanBridgez.com: What separates Director from the first three albums you recorded?
Avant: I think that this album is different because of the various producers that I have on it. I’m also doing all the writing on the album and this album has me at the helm of it. That’s why I titled the album ‘Director’ because I’m calling a lot of the shots as far as the songs go this time around. I’m giving that R&B; as usual but I also threw in some Hip-Hop with the different collaborations.

UrbanBridgez.com: Tell me about “4 minutes.”
Avant: The song is basically about me walking in the door to my girl who is packing her stuff while in the process of leaving me. I come in and try to convince her to give me 10 minutes, 8 minutes, 5 minutes and then I ask for just 4 minutes of her time while I try to convince her to change her mind about leaving me.

UrbanBridgez.com: Does it work?
Avant: You’ll have to watch the soon to be shot video to find out (laughing).

UrbanBridgez.com: How did you hook up with Lil’ Wayne for the first single?
Avant: Basically I was with Jermaine in the studio shooting hoops (because he has everything in his studio) and while messing around he was in the lab putting together some hot beats for me. I came in the lab and he gave me the beat for “You Know What.” He left me alone in the lab and told me to just vibe with it and write music. And that I did. After being so hyped about the track, I said to myself “I need to get Wayne on this track.” So we called him and the next day he came down to the studio and laid his verses.

UrbanBridgez.com: Avant, you’ve performed live with Tarralyn Ramsey on two different occasions. Are you two planning to get into the studio together to record a duet?
Avant: Well, you know your boy Avant loves true, talented singers and Tarralyn is definitely that. Her and Ke-Ke are just that talented. I’m actually wrapping up this album now but I think that we could possibly make that happen between me and Tarralyn definitely. And as far as my girl Ke-Ke, after the ‘Director’ hits stores I plan on going into the studio to work with her on a ‘Duets’ album. We are going to probably cover a couple of old songs and then record some new material as well. I feel like that’s something that the R&B; scene is missing right now.

UrbanBridgez.com: Speaking of the R&B; scene, how do you feel about the state of R&B;?
Avant: Well, I’m going to say this only because I’ve been out for a while; I feel like it has gone down big time. When I came on the scene in 2000, there were so many big dawgs out. But it’s all good because we know that we have to bring it back and I plan on doing just that with the ‘Director’ and the ‘Duets’ album with Ke-Ke Wyatt. I’m not all about putting the next black man down because we’ve done that enough. It’s all about empowerment and getting things back to where they used to be.

UrbanBridgez.com: Do you have any unusual habits or superstitions?
Avant: That’s a good question. I would probably say I believe that if I don’t pray I’m going to hell. I’m not sure if that’s a superstition or not but I do believe that you need God’s help to put you in the right places and situations. I’m a firm believer in God.

UrbanBridgez.com: These days it seems in order to make the headlines, you must date another celebrity of a certain status. If you were to date a celebrity in the business to make headlines, who would it be and why?
Avant: Definitely Halle Berry. She’s from my hometown in Ohio and she’s just the one.

UrbanBridgez.com: Do you ever get a chance to surf the internet? If so, what is your favorite website to check out?
Avant: I don’t really search it much, I might hop online and talk to my fans but I don’t necessarily search the net to find anything.

UrbanBridgez.com: Who are some of Avants industry friends?
Avant: Awwh man, it’s hard to call people friends. So I can say I have a few associates. I got JD. Me and Lil’ Wayne have a good report. I have a couple of buddies. At the same token it’s hard to call people friends because friends are a deeper statement then associates, ya feel me.