When Wemindji’s 65th anniversary concerts kicked off August 28 with a night of hip-hop, it not only signalled the enduring popularity of rap in the Cree Nation but also the influential vision of Steve Einish. The driving force behind Nomad Entertainment, which organized the event, the artist also known as KONG spent his summer sharing stages with some of hip-hop’s biggest names.
A project technician for the Cree Nation Youth Council in his day job, Einish was a rousing presence at the Cree Nation Government’s recent annual general assembly. While his advocacy for the region’s youth motivated his involvement in Wemindji’s music festival, the experience turned out differently than initially expected.
Offering to help book two hip-hop acts that topped community surveys, Einish said organizers kept him in the dark for months before telling him Nomad would have its own day. Despite communication friction and logistical challenges, he shifted strategies and booked an ultimately successful all-Indigenous lineup.
“My goal was to showcase our people,” Einish told the Nation. “Being an entrepreneur, sometimes you encounter problems but those are the times when your character is built. It felt they were purposely trying to make me drop the ball.”
Hosted by Kahnawake rapper Will E. Skandalz, the event featured the NorthStars, Violent Ground, Slice, CJAY GRiZ, Showbiz514, Digital Fire and KONG. With numerous generous prize giveaways, over 100 people enjoyed the free concert, which was alcohol and drug free.
“My favourite moment of the entire night was having the youth fully engaged with my words, whether I was hosting or performing,” said Skandalz. “It’s all about the youth when it comes to this music with me.”
When Einish was managing Violent Ground in his earlier days with Nomad, Skandalz (aka Satehoronies McComber) helped them scout locations near Montreal for a music video. Skandalz and KONG reunited to record the track “Rez Dawgz”, which they performed together during this summer’s shows and will soon release an official video for.
Einish’s gritty verse courts controversy with references to Rezolution Pictures’ One More River documentary about the Paix des Braves agreement. Declaring that he’s not a sellout, he raps, “all I know is they lied trying to get a piece of the pie; all they got was crumbs.”
“Lots of Crees have their own say about what went on with our agreements,” Einish explained. “I’m sharing the real, what it’s like growing up as a Cree. I don’t talk about being in a jet or mansion. I’m just a kid from the rez.”
His song “In Da Rez”, which had reached #6 on the Indigenous Music Countdown at press time, recalls his world crashing down at age 15 when his mother died from cancer. It’s been a surreal experience performing alongside hip-hop artists he admired during those troubled years at a group home.
After opening for G-Unit star Tony Yayo last year, momentum started building at the CNYC’s youth summit in February. Driving rapper and concert promoter Peter Jackson from the airport, whose International Touring Agency was responsible for Ice Cube’s cross-Canada tour, an opportunity arose to open the Montreal date for G-Unit star Lloyd Banks on July 3.
“He glanced at me: ‘You killed it out there, man,’” Einish recalled Banks saying about the show. “That moment was unreal. The tour manager said [Banks] doesn’t talk to any acts. After he shook my hand, I watched him perform on my mic. That was like in a movie when the artist is about to blow up.”
A decade-long collaboration with event promoter Rickey Daley delivered an even greater thrill – opening for Wu-Tang Clan legend Method Man and Redman before thousands at Montreal’s Olympia Theatre. Einish received a cryptic call from Daley a month before the show saying, “You’re on!” Then 20 minutes later, he received an email with his name on the flyer.
“When I posted it, I still couldn’t believe it,” Einish said. “People tell me ‘You Wu-Tang now?’ If I hadn’t performed those previous venues, I probably would have gotten stage fright. People were taking pictures; I gave an autograph – just a rock star moment.”
Coming from the VIP booth, Einish was asked for a photo with a boy about 11 who had a hospital bracelet and appeared to be a chemotherapy patient. Keeping a positive face, it hit him in the three seconds they shared a brief hug that he’s doing something good and should stop doubting himself.
After the Method Man show, Einish was back on the road for his next gig in Mistissini. Opening for Plains Cree rapper Drezus at the Eeyou Istchee Summer Games was a full circle moment. Einish said Drezus was another artist he’d listen to in group home. “The first time I heard Natives can rap and thought this is a possibility.”
KONG’s largest audience was performing in front of 10,000 fans at Innu Nikamu’s 40th anniversary festival before headliner Flo Rida’s electrifying set. At their music industry showcase the previous summer, Einish had made a strong impression and was singled out in a newspaper review.
Offered a one-hour set, Einish brought along Skandalz, Violent Ground and DJ Blaster, calling it “KONG and Friends.” It delivered another surreal experience and backstage Einish was treated to his own trailer, a fridge full of drinks and delicious meals at a catering teepee.
It’s been a wild ride since Einish started writing again during the Covid pandemic, kickstarted by a TikTok duet video challenge, leading to a fruitful collaboration with CJAY GRiZ (aka CJ Monias). Monias generally sends Einish various beats, who then works on verses before they sit down to record – most recently for Monias’ new album to be released September 20.
“I’m excited as an artist to finally have something out there that represents me,” said Monias. “We’re trying to grow the scene. We know it’s going to snowball as long as we keep putting the work into these shows.”
Having just moved into a new house in Wemindji, Einish is currently planning an event for CNYC’s youth week and whatever comes next. He’s open for bookings, including motivational workshops discussing his journey.
“My summer has been a movie,” said Einish. “Good things can come from being positive. There’s more to life than the partying and getting into trouble.”