Born and raised in Compton, a city made famous by Eazy E rants and Dr. Dre tracks, talented starlet Casha knows firsthand the perils and pitfalls of street life. The mature 23-year-old’s music, at once urban reality and uplifting real, is a breath of fresh heir to the R&B throne.
“I’m a normal girl that everyone can relate to,” she begins, an even monotone highlighted by signature Cali-girl clarity. “I have been through the same things everyone else has, if not more,” Casha continues. “My music is based on that. Based on real life.”
Casha’s fly songstress sex appeal attracted the ear of Yung Berg, an accomplished songwriter and rapper in his own right. Together, she and Berg created cross-over hit “The Business”. Carried by Casha’s sensuous and seductive invitation - “If you know exactly what I wanna do. Then I’ma give the business to you.” - The song grew in popularity, gaining momentum on Top 40 radio and spins in every club with a sober DJ. Berg and Casha then performed the hot single on BET’s 106 & Park. Soon after, however, she found herself in a rebuilding mode once again as the Rap-&-B landscape grew quiet as the mice in church.
After the The Business, things sort of stalled out.” shares Casha, who says growing up in Compton was fun in the sun “all day” but crazy and “dangerous at night”. Though her surrounding reality was as unpredictable as the Dow Jones market, it did serve a greater purpose for a young Casha – it prepared her for the ups and downs of the entertainment industry. A career she knew, beyond the shadow of a doubt, she was poised for. Casha is built for this. For better or for worse – she vows to make her mark by fulfilling her dream. So when things got quiet, Casha moved out, moved on; so she could continue to move up in the entertainment industry. Risky, but it worked.
“I moved out of my mama’s home, thought I was grown,” she laughs, reminiscing on the brash rebellion of her adolescence draws a smile on her caramel face. “I was working, doing hair and moving around. Living in hotels. Sleeping on peoples couches. Living with various people. But I never stopped recording. I never gave up on my dream,” Casha continues, offering a rearview into the girl hell-bent on becoming the R&B woman we see today. “I used to sing Tevin Campbell songs in the tub with my mom. I was only in kindergarten, but even that early in life I knew this was for me. I’m a singer.”
In early 2010, Casha hooked up with music executive Savalas Holloway, head of Deserve1, Inc. The label was eager to sign a young, talented, driven and stunningly gorgeous female artist and Casha was in search of a manager dedicated to building a star. Holloway recognized Casha’s talent and had a strong belief in the young singer’s vision. Their union was a perfect match.
“Casha is ready to change the rules of R&B coming from a female perspective,” declares Holloway.”
Holloway and Casha began recording with established songwriters Tank and Jay Valentine, with the savvy business manager then establishing a meeting with Def Jam VP Karen Kwak. Impressed, Kwak immediately shared her enthusiasm and belief in Casha with Hit-maker The-Dream, the singer/songwriter and performer responsible for such groundbreaking billboard hits like Rihanna’s “Umbrella” , Ciara’s “Ride” and Beyonce’s “Single Ladies” to name a few. The-Dream was enamored by Casha’s sincere presence, enormous talent and experience; particularly at such a young age.
“Casha is the heart of what R&B should feel like,” exclaims The-Dream, instantly ecstatic when speaking of his newest artist. “Her joy and pain can be heard through the songs she sings,” he wraps the statement, but not before adding a poetical bow. “She’s the future of what the past… used to be.”
Now signed to The-Dream’s Radio Killa/Def Jam records, Casha is currently recording her debut project with her team at Deserve1 and The-Dream. Destiny fulfilled? Well, almost. Casha still has something she’d like to share with the world - to paint the R&B canvass a beautiful shade of Casha real.
“I come from the very urban perspective of a girl in the hood. That is my sound,” Casha begins. “I want to bring that real 90’s R&B back, the music that told stories about real life that everyone could relate to,” she closes before adding. “I used to put on Brandy’s I wanna Be Down record and it made me feel alive and well during challenging times. Now I want to make records that accomplish that same feeling for someone else.”