Adam Joseph Loves Faggoty Attention
Andrew Robertson gets to know Adam Joseph, the twinky white boy with soul.

When Chaka Khan turns to the room and announces, “That’s my nigga right there,” you know you’re hot shit. Especially if you’re a twinky gay white boy who looks as far from D’Angelo as you can get. But that doesn’t mean Adam Joseph doesn’t have the pipes to rival any six-pack sporting soul singer.

Joseph’s debut album, 2003’s How I Seem To Be, was critically acclaimed for showcasing a range and songwriting ability described as being beyond his years. His vocal style has afforded him comparisons to Jill Scott and Erykah Badu and has allowed him to perform alongside legends like Martha Wash.

Following his initial success and buzz, Joseph was one of the first artists signed to Sony’s gay imprint Twist. Originally touted as a vehicle for out lesbian, gay, bi and trans artists of all genres, Twist never fully realized its mandate. Joseph’s experience there only confirmed his gut feeling, independence is better for an artist’s soul, craft and wallet.

“It’s scary to be on a major label sometimes,” Joseph explains. “They just treat you like the product. It doesn’t matter who you are to them, it’s just how much money you’re going to make.” With that in mind, Joseph started his indie label JAH as a vehicle for his own material and to assist other indie artists with producing and licensing their own music. His most recent collaboration was producing an album for favourite NYC drag queen, Peppermint. “Even the major artists are doing shit for themselves now,” says Joseph. As for Sony’s attempt to capitalize on the gay dollar, in retrospect, Joseph sees it as a pointless effort. “There’s been a growing movement in music with people who make their sexuality a part of their music,” he says. “But in the end it’s not so much about if you’re out or not out, it’s more about the music.”

It was at the tail end of the deal with Sony that Joseph independently dropped his biggest track to date without Sony’s help or approval. The video for his underground dance hit “Faggoty Attention” went viral and was an internet sensation that was spawned from joking around with fellow NYC musician/performer Johnny McGovern AKA The Gay Pimp. As a regular guest on McGovern’s popular podcast Gay Pimpin, Joseph contributes his opinions on everything from drugs in the DJ booth to sexual escapades with heteroflexible jock boys. “Faggoty Attention” is all about coercing a bi-curious straight boy into a little gay action on the downlow but not everyone was ready for such flippant use of the f word.

“From what I’ve experienced some people are still shocked by [the term faggot],” says Joseph. “I’ve had people say they were offended by the song and that it’s set the gay community back 20 years.” However Joseph sees faggot as a badge of pride. “Reclaiming the word and taking the negative aspect out of it makes it a positive thing. If you’re going to be gay, you need to feel comfortable with that word,” explains Joseph, “You shouldn’t be ashamed if someone calls you a faggot. So what? I am gay. A lot of people still aren’t comfortable with ‘faggot’ because there’s a lot of shame behind it.”

Politics aside, Joseph’s hit dishes about the biggest trophy of them all, the elusive straight-but-willing boy. Even though Joseph points out they’re nearly all bottoms, one wonders what gays can do to bag themselves a hetero looking for faggoty attention? “Everybody wants what they’re not,” he says laughing. “I’m gonna say that it’s always better advice just to go for the gay guys in the first place. It’s a whole process if you’re going to start trying to convert so it’s always better to just let it come to you. In the video I’m aggressive and it works out ’cause that’s the magic of the silver screen,” notes Joseph, “but if it doesn’t work with a six pack and a Friday night, don’t push it too hard. I have seen it happen though so never say never.”

Joseph will be hitting Toronto Pride for his only Canadian date this summer and then it’s a European tour with Bob Sinclar in support of Sinclar’s new disc Born In ’69. It features a remake of Adrian Gurvitz’s classic disco track “The Way I Feel” with Joseph on vocals. Joseph can also be seen spinning at some of NYC’s hottest nightclubs and has a Saturday night residency at the Chelsea bar XES which he’ll hold down as he works on his next album. “‘Faggoty Attention’ was a joke and it has ended up being one of my biggest songs so far,” says Joseph. “My new stuff is similar to the older stuff but I am trying to get an element of that tongue in cheek in there.” Let’s hope he remembers tongues can go in all kinds of cheeks.

Adam Joseph plays Pride Toronto at 9pm on Sun June 28 at the Wellesley Stage.

Info: adamjosephmusic.com

Andrew Robertson is a writer, DJ, promoter and a big fan of faggoty attention.