In 1996, he released his debut album, Twenty One Years, on his own independent label, Kneedeep Records. He subsequently appeared on Rascalz' "Northern Touch" single, and signed with Virgin Records for his 1999 sophomore album Ice Cold. That album, which went gold in 35 days and spawned the hit single "Let's Ride", produced by Kardinal Offishall, was a major part of the late-1990s renaissance of Canadian hip hop.
The underground community worldwide quickly embraced the album, establishing him as a standout rapper in the burgeoning Canadian hip-hop scene. Most of Choclair's independent releases were featured around the globe on prestigious hip-hop compilations. In June of 1998, after having released 11 records (including the first international releases for Saukrates, Kardinal Offishall, Jully Black, Solitair, Marvel, Tara Chase and many more of Toronto's finest), achieving a Gold Record with the Rascalz on Canada's hip hop anthem, "The Northern Touch", receiving 2 JUNO awards and a Much Music Award, Choclair then decided to expand his team and join forces with Virgin Music.
Armed with his many JUNOs, Much Music Awards, Gold records, collaborations and newfound knowledge of how the business works, Choclair has gone back to his grassroots and started his own independent label again. With full artistic control, he is ready to present his renewed energy and new attitude to the people. "I'm the most excited about this album here because it'll be the first release on my new label, Greenhouse Music in partnership with Sextant Records/EMI Music Canada". Choclair meditates on the writing and concepts for his 3rd album "Flagrant", "I felt there was an energy I had when I was doing it on my own I wanted to get back. My manager and original producer Day and I felt like it was time to do what we had always wanted to do, and that was to start our own record label."
"2003 is the rebirth of the independent Choclair, my independent label, and hopefully, the start of a new outlet for the widely untapped Canadian urban talent." Choclair and his new label and partnership aim to raise the standard by which Canadian hip-hop is measured.
Choclair subsequently launched his own label, Greenhouse Music, to release his records and other Canadian hip hop albums in conjunction with Sextant Records and EMI Music. He called it "Greenhouse" because it is where "the green is made". His 2003 album Flagrant was the first release on Greenhouse. In the summer of 2003, following the release of Flagrant, Greenhouse released My Demo, a collection of Choclair's early underground recordings.
Tell Em
Choclair Lyrics
Jump to: Overall Meaning ↴ Line by Line Meaning ↴
Rock the mic!
East
Circle
(Take one)
[Choc] Choclair says do what you like
[RoDo] Ro Dolla here to rock the mic
(Take three)
[Sauk] Saukrates most casually
I feed your energy, say it
(Tell em that's it's alright)
[Saukrates]
We represnting the T.O
Gritty, city lights from the East Coast
Niggaz be on the grind 'til we bleed toast
Hot money, funny how the weed goes
Out the nose, 'til we Rosco Pecko training hoes
Sneak a peek through the peep whole
Scarborough swingin', swimming in fish like eco
Where'd the weed go?
Give me the blunt back my man
[Choclair]
I'm cruising eastside ot the T.O
Me, Impala, Sox in the Volvo, C-7-0
Dolla, Ro, shotgun hands steady on the doe-doe
Cadillac style, big balls swinging
Rooftop bar-B-Q, ten pound chicken
[Ro Dolla]
Head down to Hill Top to meet Winnie who be clipping
At the shop that keeps me looking so fresh so clean
Can't forget Block Thirteen
Home of the "Doctor"
Twin Rivers thinking bout life so much
Pop my clutch, catch the groove, just too smooth
Basket case, giving you a taste
[CHORUS: (all) Saukrates {Choclair}]
(Tell em that it's alright)
The East all up in your face
(Tell em that it's alright)
{If you're squeezed tell 'em give you space}
(Tell em that it's alright)
[Solitair]
From the old to the new, we keep giving it to you
Circle (ha) I thought you knew, nigga, don't front
If you want go ahead, let em know I said to
(Tell em that it's alright)
Tell em that it's alright
(Tell em that it's alright)
I said to tell em that it's alright
(Tell em that it's alright) x3
[Choclair]
Buffer's park, after dark
Is where I did my thang
Latex out the window when I'm done my thang
Head to Johnny's on a late night stroll
Back to the crib, feet kicked up with a grips on the Schlitz
A new year turned my Schlitz straight to a spliff
My eyes stay glazed all day
My food for thought, it holds weight
And now worldwide for ten G's a plate
So fuck what you want me to say, it's Scarborough kids
[Saukrates]
So wobble it, I follow it
Her ass built like hard doe bread
Get your Benz repossessd by Auto Feds
Auto Feds really stand for Scarborough kids
They'll steal your shit, for ornaments
Hang 'em on a Christmas tree in August
My promise is, heavier than Harpo tits
I mark those kids with heart conditions
(Pump)
[Ro Dolla]
Ro Ro Deez, yeah the East on a mission (pump)
We hold it down for our homies in prison (I said pump)
My words shine, stop, look, listen
Could give a fuck where you came from
High-rise or slum, Ray 'n' Nef W
Bringing trouble to who, try and step in my shoes
Dog, I'm worth like ten Mill'
West Hill, a spot where you got to chill
Hatin' on the Circle Fam still
(Tell em that it's alright)
Ladies in the East what the deal?
(Tell em that it's alright)
[Choc] If you late paying on your bills
(Tell em that it's alright)
[Sauk] Tell em that it's alright
(Tell em that it's alright)
(Take one)
[Choc] Chocleeze off the Heeze
(Take two)
[Sauk] Saukrates be getting the freeplay
(Take three)
[RoDo] Ro Deeze chop your girl easy, morning of a weekday
(Tell em that it's alright) x4
[Solitair]
From the old to the new, we keep giving it to you
Circle (ha) I thought you knew, nigga, don't front
If you want go ahead, let em know I said to
(Tell em that it's alright)
I said to tell em that it's alright
(Tell em that it's alright)
Go ahead and tell em that it's alright
(Tell em that it's alright) x6
In Choclair’s song “Tell Em,” the artists represent the East end of Toronto and all the diverse elements of their lives there. Sahukrates and Ro Dolla detail the drug and crime-filled reality of the East Coast, rapping about hot money and weed, and Auto Feds who repossess cars. Meanwhile, Choclair celebrates the community and diversity of the East side, cruising through the neighborhood with friends and describing scenes like rooftop BBQs and haircuts at Block Thirteen, home of the “Doctor.” Solitair joins the chorus, reminding listeners to “Tell em that it’s alright” and that they’re always bringing fresh vibes to the hip-hop scene, from “old to new.” Overall, the song celebrates the resilience and pride of Toronto’s East end while acknowledging the gritty realities that come along with it.
Line by Line Meaning
Choclair says do what you like
Choclair encourages listeners to live life as they please.
Ro Dolla here to rock the mic
Ro Dolla is announcing his presence and readiness to perform.
Saukrates most casually
I feed your energy, say it
Tell em that's it's alright
Saukrates introduces himself in a relaxed manner and reassures listeners that everything will be okay.
We represnting the T.O
Gritty, city lights from the East Coast
Niggaz be on the grind 'til we bleed toast
Hot money, funny how the weed goes
Out the nose, 'til we Rosco Pecko training hoes
Sneak a peek through the peep whole
Scarborough swingin', swimming in fish like eco
Where'd the weed go?
Give me the blunt back my man
The artists represent their hometown of Toronto, highlighting its tough atmosphere and party scene. They describe their experiences with drugs and prostitution and reference the Scarborough area specifically.
I'm cruising eastside ot the T.O
Me, Impala, Sox in the Volvo, C-7-0
Dolla, Ro, shotgun hands steady on the doe-doe
Cadillac style, big balls swinging
Rooftop bar-B-Q, ten pound chicken
Choclair details his journey around the east side of Toronto with his friends, discussing their luxurious cars and big egos. They also mention a rooftop barbeque with a large amount of food.
Head down to Hill Top to meet Winnie who be clipping
At the shop that keeps me looking so fresh so clean
Can't forget Block Thirteen
Home of the "Doctor"
Twin Rivers thinking bout life so much
Pop my clutch, catch the groove, just too smooth
Basket case, giving you a taste
Ro Dolla talks about visiting a barber shop owned by someone named Winnie and mentions Block Thirteen, which is known for its skilled barbers. He also references Twin Rivers and enjoys the smoothness of his ride while pondering life. He describes himself as a unique individual giving listeners a taste of what he has to offer.
(Tell em that it's alright)
The East all up in your face
(Tell em that it's alright)
{If you're squeezed tell 'em give you space}
(Tell em that it's alright)
The artists assert their presence in the music industry and tell others to be aware of their influence. They give the advice to tell someone to back up, if they get too close.
From the old to the new, we keep giving it to you
Circle (ha) I thought you knew, nigga, don't front
If you want go ahead, let em know I said to
(Tell em that it's alright)
Tell em that it's alright
(Tell em that it's alright)
I said to tell em that it's alright
(Tell em that it's alright) x3
Solitair explains that he and the other artists continuously make music for their fans. He challenges listeners to share this message and reassures them that everything will be alright.
Buffer's park, after dark
Is where I did my thang
Latex out the window when I'm done my thang
Head to Johnny's on a late night stroll
Back to the crib, feet kicked up with a grips on the Schlitz
A new year turned my Schlitz straight to a spliff
My eyes stay glazed all day
My food for thought, it holds weight
And now worldwide for ten G's a plate
So fuck what you want me to say, it's Scarborough kids
Choclair reminisces on his past experiences at Buffer's Park and discusses his drug use. He visits Johnny's on a late night walk and goes back to his home to relax. He discusses his success in the music industry and disclaims any expectation for him to speak differently than others from Scarborough.
So wobble it, I follow it
Her ass built like hard doe bread
Get your Benz repossessd by Auto Feds
Auto Feds really stand for Scarborough kids
They'll steal your shit, for ornaments
Hang 'em on a Christmas tree in August
My promise is, heavier than Harpo tits
I mark those kids with heart conditions
(Pump)
Saukrates talks about following a woman who has an attractive figure. He references the concept of car repossession and how Scarborough is known for that. He references stealing and hanging ornaments on a Christmas tree during the wrong season as another example of the area's antics. He asserts his power over others and marks weak individuals.
Ro Ro Deez, yeah the East on a mission (pump)
We hold it down for our homies in prison (I said pump)
My words shine, stop, look, listen
Could give a fuck where you came from
High-rise or slum, Ray 'n' Nef W
Bringing trouble to who, try and step in my shoes
Dog, I'm worth like ten Mill'
West Hill, a spot where you got to chill
Hatin' on the Circle Fam still
(Tell em that it's alright)
Ladies in the East what the deal?
(Tell em that it's alright)
Ro Dolla asserts his presence, promising to support his friends in prison. He boasts about his abilities as a rapper and disregards others' origins. He references WestHill and a need to relax there. He speaks to the ladies in the East and reassures them that everything is alright.
Chocleeze off the Heeze
Saukrates be getting the freeplay
Ro Deeze chop your girl easy, morning of a weekday
(Tell em that it's alright) x4
The artists introduce themselves again and make lighthearted comments about their abilities with women. They reassure listeners that everything is alright.
Contributed by Caleb W. Suggest a correction in the comments below.
Fernando Perez
This song never gets old. Such a classic
Scott (thatCSAguy)
Still a summer jam
Will Robins
A canadian hip hop gem the world will never hear.
CaapriceTube
2004!!!!!!! Loved dis track back in da days.
Axle Wavey
I have this on tape debuted on Much Music Countdown I think #30
Choclair Bookings
Tell 'Em
Tell em By Choclair Feat. Ro Dolla, Solitair, Saukrates (Official Video)
J. Frank Music
Legendary.
DominicM14
My house is in this video :3
Sarge
I know this was filmed in scarborough, but what street or neighborhood?
Dominic Mieszczanski
This is Dowswell Street. Off of Burrows Hall where the pizza pizza plaza is. My house is in this