For Emirc, it's the year to put Hawaii on the map

Tassho Pearce, aka Emirc, hopes his new album, "The Opening Act," turns him into a headliner. (Credit: Courtesy of Tassho Pearce)

He was on stage in front of 40,000 fans at the Pemberton festival in British Columbia; hand-gripping the microphone, representing Honolulu.

Onstage, he is Emirc (pronounced "immerse"). His raps — almost exclusively self-penned — detail the life of a young man growing up in Hawai'i. His concerns include Hawai'i's social and economic issues, including the ice epidemic, homelessness, and street crimes, as well his own personal take on relationships.

Emirc has elevated his musical career by collaborating with national acts and performing at international concerts. He releases a new album today, in vinyl and CD versions, called "The Opening Act" — and in his own version of Prince's publicity strategy, is releasing a "clean" version of his music exclusively for Advertiser readers.

At a table at Ken Fong's Chinese restaurant on Smith Street in Chinatown, however, he is a humble young man named Tassho Pearce.

"Traditionally, my name is Tas-sho, it's Japanese," says Pearce. Born on a small island off Okinawa called Ishigaki, Pearce came to Honolulu with his father at age 2. His mother stayed in Japan, and he grew up as an only child with his dad in Kaimuki.

As a student at Kalani High School, Pearce found music. "I hung out with a hip-hop crew in the '90s called the Hoomanakaz. It was short for humuhumunukunukuapua'a, with a little hip-hop flair," the rapper says, looking over the menu.

The owner of the restaurant, Fong Ngai, rushes over with a notepad.

"I'll have the roasted duck, cold ginger chicken special, please," Pearce says.

He's not so polite on his new album. It's not so much that he is angry or rude, but he is blunt in expressing his concern for what the future of Hawai'i holds for younger generations.

"There are some songs that give a glimpse into street culture in Hawai'i. It's things that might get swept under a rug to protect and keep our tourism. I'm not condoning any of these issues, I'm bringing awareness," he said.

"As a hip-hop MC, that's what I do — show the dirtier, realer side of the urban culture."

As one of Honolulu's up-and-coming hip-hop MCs, Pearce produced his first album, "Rhyme & Punishment," in 2003, earning good reviews.

"Back then we always had a saying, 'This is the year we put Hawai'i on the map,' " Pearce said.

Alongside his music career, Pearce began designing clothing. He created clothing company Flip the Bird in 2003, and the clothing label took off after hip-hop artist Kanye West wore the company's logo tee on MTV and Entertainment Tonight.

"I got to meet with Russell Simmons (a self-made millionaire and co-founder of Def Jam Records, and the role model for would-be hip-hop entrepreneurs everywhere) when we were creating my first shoe," Pearce says. "Now to any MC in hip-hop, they'd think, 'Oh, Russell Simmons. I'm going to get a record deal! Here's my music,' and then hand him their mix-tape. For me, it wasn't the time or place."

It was the time and place to partner up with Simmons, however, on some clothing. Pearce placed three Hawai'i-themed shoes with Simmons' Run Athletics company: Humuhumunukunukuapua'a, Shaved Ice and Bird of Paradise.

The shoes were a hit, selling out worldwide.

"If you can see it, you can be it," Pearce said.

He kept working on his music through it all, appearing sporadically on stage — mostly as an opening act.

His new album's title, "The Opening Act," is intended to be ironic as Pearce expects it to launch him to headliner status. He's the top act tonight at Indigo, as part of this month's Chinatown Getdown event.

"Here's the bottom line," he says. "I'm ready. This is the year we put Hawai'i on the map."

His iPhone rings, and Pearce says, "Oh, I'm so sorry; I have to take this. It's Rakaa Iriscience from Dilated Peoples. He's playing at my album release party!"

A few moments later: "Sorry about that. So, where were we? Russell Simmons. You know I have respect for these artists. I made a track called "Room Service" with DJ Qbert — it felt as if I was making a track with Jay-Z. I really respect him."