R&B Bridgez: Celebrating SWV’s ‘New Beginning’ 30th Anniversary

Today is the 30th Anniversary for some Real Ones..SWV!

Their sophomore album “New Beginning‘ was released, April 23rd 1996 via RCA.

SWV emerged from the projects and conquered the world of music. Founded in the early 90s, they incorporated New Jack Swing & Hip Hop into their style of R&B. Making them a stand-out group, from the rest of their peers. With their tomboyish street soul, down to earth personalities, beauty and extreme talent…the world wasn’t ready, for what they were about to bring.

New York City-bred Cheryl “Coko” Clemons, Tamara Johnson-George and Leanne “Lelee” Lyons make up the trio known as SWV (Sisters With Voices).

The music for them started in their Brooklyn and Bronx school days as Female Edition, their so-called female answer to New Edition.

Then it wasn’t to be stars themselves, they just wanted to meet NE. Having already gained the invaluable experience of singing weekly before a church congregation, Coko (whose mother is a noted gospel vocalist) and Lelee, as well as Taj, who attended a performing arts high school, had all the raw materials for building a successful music career.

Motivated by their mutual quest for a career in music, as well as promising talent show performances, all three remained dedicated until fate led them to producer Donald “Dee” Bowden, who took them into the studio to record demos, and to their manager, Maureen Singleton, who landed them a contract with RCA Records.

In 1992 they dropped their debut album, “It’s About Time.” The album was recorded in six months.

SWV‘s debut album scored a string of top ten R&B hits.

To be clear, every single released from the album hit the Top 10.

“I’m So Into You”, “Right Here”, “Downtown”, “You’re Always on my Mind” and the classic “Weak.” “Weak” sold 50,000 singles in one day.

This established the trio as a commercial force in early 1993. Teddy Riley helped the group craft their sound further with “Right Here/Human Nature, the remix to their hit “Right Here.”” The remix features samples of Michael Jackson’s hit, “Human Nature.”

The remix also went #1 on the R&B charts, for seven weeks to be exact and went #2 on the Pop charts. “I had no goals honestly [when we started], I just wanted to get out of the hood. I had no idea that SWV would become so big!” Coko recently told UB.

SWV’s remix of “Anything” with Wu Tang Clan was released from the Above the Rim soundtrack and became a top R&B hit in the spring of 1994. The single went gold.

All of this was achieved on the strength of Coko‘s voice and SWV‘s round-the-way girl appeal. Subsequently “SWV: The Remixes” was another gold seller for the group which featured the hits thus far from the ladies.

“It’s About Time” would go on to sell more than 5 million records worldwide, and would become the #2 best selling album of 1993.

As LeLee once stated, SWV didn’t have an image, they were just being themselves with the first release. However Coko was known for her four-inch fingernails, which started a trend in the hood.

SWV garnered enormous attention with “It’s About Time.”

They received nominations for a Grammy Award, an American Music Award and The Source Award in 1993.

They won a Children’s Choice Award and a BET “Best of Video Soul” Award. The ladies also wowed audiences on a national tour with Bobby Brown.

They were the “poster girls” for Cross Colours, appeared on “The Tonight Show,” “Arsenio Hall,” “New York Undercover,” hosted “Showtime At The Apollo,” and were chronicled in several notable publications, such as People, Us, Ebony, Essence, USA Today and Vibe.

“SWV are trendsetters! They don’t sing, they SANG! SWV opened the doors for a lot of female groups. They successfully mixed Hip Hop and R&B.
I love my sisters and they
deserve all the accolades they’re getting“
– Shanice

In 1995 SWV was asked to be apart of the song “Freedom,” the theme from the film “Panther” written by Dallas Austin, Diamond D and Joi.

There’s a Hip Hop and an R&B version, SWV helped kicked off the vocals on the R&B version. Women played a major role in black resistance from Harriet Tubman to Rosa Parks to Angela Davis.

“Freedom (Theme From Panther)” is an all-star recording that took place directly after the American Music Awards.

Over 60 successful female Pop/R&B/Rap artists got together to record this tribute for the empowerment of women.

Some of the artists included were Aaliyah, Mary J. Blige, Vanessa Williams and TLC.

SWV returned to radio in April 1996, when “You’re The One” was digitally delivered to R&B, Top 40, and rhythm-crossover stations simultaneously at 6:00 a.m. via DG Systems.

This was the first R&B record to utilize the technology.

SWV returned with their platinum sophomore release in 1996 “New Beginning.”

Unlike their debut album, they were given more time to record. A process that took two years to complete. The album was preceded by the #1 hit “You’re the One,” which was written by Coko & Taj. The Neptune’s produced the follow-up hit “Use Your Heart” which was another top 10 hit for the ladies.

The third single from the album, was a first from SWV — a single release with Coko not on lead vocals.

The single “It’s All About U” features Taj doing the main leads on the song.

For “New Beginning,” Coko & Taj also wrote “Whatcha Need,” while Taj wrote “Love Is So Amazing” & Coko wrote “I’m So In Love.”

The album went on to sell over a million copies, making “New Beginning” SWV‘s second platinum release.

UB‘s own songwriter Ivan Matias, along with writing partner Andrea Martin penned the first single for the album “You’re The One.”

Check Out what Ivan had to say about penning the track and working with Coko!

“I remember when we did “You’re The One” (SWV), Andrea hated the song & refused to sing the reference.”

Ivan continued, “I had to go to London & kept calling & harassing her until she finally laid that demo down. I loved that raunchy little song (laughs)!”

I was already an SWV fan.

Coko’s voice does it for me.

She was very pregnant & sat on a stool. She was effortlessly pushing those notes out & all I could see was hearts floating around her when she opened her mouth.

She could do no wrong in my eyes.

I would try to show her part of the melody in my raggedy falsetto & she would giggle & sing the melody back exactly as I meant to do it.

Her musical choices and instinct are impeccable.

UB has spoken to our friend of the site Coko many times over the years, here are some our favorite SWV quotes!

UrbanBridgez.com: Being this is Black Music Month, take me back to when SWV first started, did you ever expect the success you all had early on?
Coko: No, not at all (laughs). I don’t know, we were just like girls from around the way. Doing whatever, I don’t think we took it as serious as we should have. We were doing it, because we love to sing. We didn’t expect it to ever be this big. And I don’t think we really understood how big we were until recently. Like when Alicia Keys called, and we did that with her (BET Awards 2008). Recently I did something with Keri Hilson, so I think now it’s starting to hit us. Like we did something, okay (laughs).

UrbanBridgez.com: Off the top of your head, what are your top 3 favorite SWV songs?
Coko: (laughs) You know what? All of my favorite SWV songs wasn’t singles. One of them is “What’s it Gonna Be,” I was just listening to that the other day. The other one is “Fine Time,” and “You Are My Love.” And they all were off the second record (laughs).

UrbanBridgez.com If you could change one decision you’ve made regarding your career thus far, what would it be?
Coko: I think I would say the break-up of SWV. I would say that with that decision if we would of just kept going. We could of been so much bigger and so much further in our career! So that’s one thing I would change.

The Official New Beginning Biography!

Their extraordinary narrative reads like a timeless, contemporary music success story we’ve read in rock ‘n roll history books, or saw in a pop music documentary. Somewhat like the legendary rags-to-riches tale of three Motor City sisters who emerged from the projects to conquer the world of entertainment, these modern-day three were not only likewise influenced by gospel and classic rhythm & blues; they came out of the hip-hop generation.

With loads of down-to-earth appeal, youthful vocal licks, sassy struts and a state-of-the-street blend of soul-rooted melodies, coasting above an assortment of streetwise beats, New York City-bred Cheryl Gamble (Coko), Leanne Lyons (Lelee) and Tamara Johnson (Taj) struck big as SWV their first go ’round and went on to enjoy staggering success as debuts go. Unlike their legendary predecessors from the 60’s, the 90s’ own Sisters With Voices always “kept it real” and had their fingers on the pulse of the ‘hood, though they managed an astounding level of crossover acclaim.

A consistent, slammin’ streak of singles like “I’m So Into You,” “Right Here,” “Weak” and “Anything,” all Top 10 smashes, resulted in the double-platinum certification of their massively popular debut LP, It’s About Time. Yet, once again, like the archetypal girl group story of yesteryear, the group’s sound has been associated with one distinctive, high-pitched voice. That all changes as they make their resilient return, with the kind of progression that accompanies personal and creative maturity, on their aptly-titled sophomore set, New Beginning.

“This is most definitely a new beginning,” Coko construes, “because on the first album, as you can hear, I was the only one doing leads. Now, on this second album, everybody is coming out. Everybody is really singing on the album, and sounding good, too.” Though all three had very definite ideas of becoming more involved with the songwriting for New Beginning, the issue of vocals was foremost in mind. After one too many vocal perpetrators and video lip-sync scandals from the late 80’s, Taj and Lelee were all too ready to dispel the many myths surrounding their vocal abilities.

In fact, Lelee performed lead vocals on two tracks recorded for It’s About Time, but opted not to have them released until she was more comfortable with her voice. However, ability was never a factor. Coko muses, “People were starting to say, ‘That Coko thinks she’s Diana Ross!’ It wasn’t like that; they just weren’t ready to sing yet. They were ready this time though, and I’m proud of them. It really makes me happy that people now know that they sing lead too.”

While Taj handles the majority of the lead vocals on “All About You,” a thoroughly 90’s groove, riddled with funky, 60’s soul flavor, Lelee performs the sole leads on “Don’t Waste Your Time,” a dreamy, inviting hip-hop soul track she co-wrote with R&B; star Faith Evans. “Personally, I didn’t feel like I was ready yet,” Taj willingly confesses of their first project, “because I’m really shy at times, and it’s really hard for me to open up at those times.” Lelee concedes, “There was a lot of pressure that came along with people saying that we couldn’t sing. I just got tired of hearing that, because I’ve been singing for too long for anyone to be able to say that. We did it because we wanted to show people what we can do, and what we bring to the group.”

With matters of vocals aside, the girls truly come across on New Beginning, exhibiting their talent for songwriting, along with a matured image and outlook. From the first few seconds of the lush, musically swirling “New Beginning (Interlude),” written by songwriter/producer Gordon Chambers (of Brownstone/Anita Baker/Phyllis Hyman fame), where you are instantaneously introduced to three distinct sisters with voices, you’re quickly lured into their new mode.

Coko and Taj effectively make their debut as a songwriting team with the bright-sounding, vampy urban funk flow of “You’re The One,” their Allstar-produced first release. Lelee enthusiastically describes the single as “a party tune with a slammin’ beat that’ll hit everybody in the head so hard, it’ll give you a headache. When everyone hears that beat, it’ll be all over!” And to think the party’s just begun.

Of the remaining self-penned material, Coko and Taj also turn in the sultry soul-spiced “Whatcha Need,” a head-noddin’, hard-hittin’ street joint; the warm and gentle soul sway of “Love So Amazing” marks Taj’s solo songwriting debut; and Coko composed the slow ‘n steady soul grind of “I’m So In Love.” “I just think about what I’ve been through, and it all just starts coming to me,” Coko reveals of the songwriting process. “Everything that I wrote about was something that I’ve been through at one time or another.”

The girls’ creative coming of age provides the continuity that comes accompanied by the flawless, urban contemporary production of a returning Brian Alexander Morgan (responsible for producing It’s About Time), Daryl Simmons (of LaFace fame), Chucky Thompson (of Mary J. Blige/Faith Evans fame), rap mainstay Erick Sermon, The Neptunes and Genard Parker.

That winning team managed a set that will please even the most discerning popular music lover. Their core urban audience will delight in everything from the oh-so-funky slam dunk beats of “On And On” (featuring a vocal cameo from Erick Sermon), to the sparse, no-frills street vibe of the bumpin’ “That’s What I’m Here For” (featuring Digable Planets’ Butterfly).

Furthermore, the heightened soul awareness of ballads like “Use Your Heart,” a breezy, dreamy R&B; affair, the lazy, seductive “When This Feeling,” the lush, romantic “You Are My Love” and the somber, melancholy beat balladry of “Fine Time” will surely appeal to older audiences. “It’s mellow, it’s jazzy, it’s streetwise and it has a little pop on it,” Lelee sums up, of the set’s overall sound. “You can sit down and listen to it with the one you love, and just let it play right through.” Consequently, New Beginning constantly hits the mark and never misses.

Indeed, Coko, Lelee and Taj are quite a distance from their Brooklyn and Bronx school days as Female Edition, their so-called female answer to New Edition. Having already gained the invaluable experience of singing weekly before a church congregation, Coko (whose mother is a noted gospel vocalist) and Lelee, as well as Taj, who attended a performing arts high school, had all the raw materials for building a successful music career.

Motivated by their mutual quest for a career in music, as well as promising talent show performances, all three remained dedicated until fate led them to producer Donald “Dee” Bowden, who took them into the studio to record demos, and to their manager, Maureen Singleton, who landed them a contract with RCA Records. What transpired from that point on is now common musical knowledge.

Now, following their debut success, which included Top 10 hits, popular videos, endless magazine coverage and a sold-out tour (with the likes of LL Cool J and Naughty By Nature), SWV has re-emerged as three young women ready to express themselves and be heard for who they truly are today.

Brimming with the kind of infinite energy and drive associated with a new creative lease on life, Coko, Taj and Lelee unconsciously reflect the new attitudes that New Beginning evokes. “We just want to take the world by storm,” Lelee anxiously relays. “We want to do everything we didn’t get to do last time.” Taj returns the hyped energy, adding, “This time, we have a better idea of where we need to be, and how we need to get there. We just want to move on to bigger and brighter things.”

While some say, “seeing is believing,” in the case of New Beginning, “hearing is believing.”

UB Anniversary ReVisit: Coko Talks SWV + Mental Health

UB Celebrates 30th Anniversary of SWV’s Debut ‘It’s About Time’