Interview: Pureverb

Before we get into this exclusive interview, let’s talk about Pureverb, an artist who puts his heart and soul into every track. His music isn’t just about clever wordplay or catchy beats, it’s about raw emotion, real experiences, and a deep connection with his listeners. Whether he’s tackling mental health struggles, personal growth, or moments from his own life, his lyrics resonate.

With over 15 years in the game, Pureverb has built a sound that’s both passionate and calculated, always pushing himself to evolve while staying true to his roots. In this interview, he opens up about his creative process, the highs and lows of his journey, and what keeps him inspired.

Let’s get into it.

Q: Can you tell us a bit about where you’re from, your age, and how your background has shaped who you are today?
A: My name is craig pace, I go by the music alias Pureverb and have done for the last 15 years, I’m 35 years old and I’ve been making music since I was 11 years old, writing poetry in my moms basement. I’m from Alberta, Canada

Q: How would you describe your sound to someone who’s never heard your music before?
A: Attitude mixed with passion, new school

Q: Was there a defining moment when you realized music was your true calling?
A: When my dad started to believe in my music, it took a few years but once he heard my message to my daughter he started to come around.

Q: What are some non-musical things that inspire you or make you feel alive?
A: My 2 kids are my world, I love them to death. my friends inspire me, and all walks of life inspire me, I search for inspiration everywhere.

Q: When you’re not writing lyrics and creating music, how do you spend your time?
A: I’m a gamer, entrepreneur, father of 2, and usually spend my time at home when I’m not writing or recording. I’m a home body.

Q: Do you have a favourite saying or bar that keeps you motivated?
A: A writers block is a good block to write on

Q: What’s the story behind your artist name, “Pureverb”?
A: My name use to be Fatal Moniker but my homie was chillin with me one day and said “man you’re purely about the verbs in your music, and I asked him if he’d ever heard of that name before.. PureVerb. he said no, we googled it, not a single search result. it was either that, or lil’ Whitey so I’m happy pureverb stuck.

Q: If you weren’t in the music industry, what do you think you’d be doing instead?
A: literally nothing constructive or cool.

Q: If you had to describe your music in three words, what would they be?
A: Passionate, Calculated, Ambitious

Q: What’s your favourite thing about being a rap artist?
A: Being able to express myself freely without fear of judgement, I literally don’t give a single fuck about what anyone thinks of my lyrics or music, you can’t care.. that’s not your business. your business is to create amazing art that resonates with people, if you start to worry about everyone and what they are going to think about what you said you’ll drown when writing. 10/10 don’t recommend it

Q: Tell us one thing that nobody knows about you?
A: I’m shy and honestly don’t like performing on stage

Q: Who are some of the artists that have influenced your style the most?
A: Eminem obviously, you can’t be a 35 year old white rapper and not have Em as a core influence.

Q: Where do you draw inspiration from when writing your lyrics?
A: Everywhere literally .. I would be walking in a park and see a father lean down and help his son tie his shoe and think of a song idea from that. its random.

Q: When you create a new song, where do you usually start—lyrics, beat, or something else?
A: Always start with the beat first, then write lyrics to it.

Q: What’s your studio vibe like? Do you have any rituals or must-haves when recording?
A: Normally have an energy drink in the studio with me, FUELS THE SOUL!

Q: Can you break down a favourite track of yours, what inspired it, and how it came to life?
A: Message to my daughter. its about my baby girl growing up. need I say more.

Q: Do you ever get writer’s block, and if so, how do you push through it?
A: No, I am indestructible in every way.

Q: If you could collaborate with any artist, dead or alive, who would it be and why?
A: Kurt Cobain – musical genius and lyrically strong

Q: What was the first song or project you ever released, and what does it mean to you now?
A: First project was a 10 song mixtape called Down To Earth, it was a double entendre. it means being “down to earth” and also was meant to be interpreted as I’m not from here and I came down to earth. idk, both sounded cool and I was really young when I thought about it.

Q: Have there been moments when you doubted yourself? How did you overcome them?
A: I literally doubt myself every single day and then I instantly remind myself how FAR I’ve came since 2015 when I started to take it really serious

Q: Can you share a breakthrough moment in your career where you felt you had levelled up?
A: When I opened a sold out 550 person show for death row records big dawg, Merkules. fuck with the BOY.

Q: As a rap artist what would you say are your unique qualities you bring to the game?
A: I’m multi faceted with lyricism, delivery, flow and wordplay. plus I’m business savvy.

Q: Have there been any challenges or setbacks that shaped your growth along the way?
A: Yes – I use to worry about streams and view count on songs I dropped so much, it consumed me. the month I stopped giving a literal shit about stream count I got 100,000 and its been that way since mentally for me, can’t care about the outcome, only worry about making the best music you can. the rest will follow if you believe in yourself.

Q: What’s been the most surreal or rewarding moment of your musical journey so far?
A: Working with the Make A Wish Canada foundation by far.

Q: How do you balance staying true to yourself while also innovating new ideas?
A: I keep it real with myself at all times so staying true to myself is natural, but I am constantly thinking of new ways to rhyme and write.

Q: Do you perform live? If yes, how do you feel when performing live?
A: Yes I’ve done over 100 shows in red deer, I’m taking a hiatus right now and a much needed break is what I am happy with.

Q: What’s your connection with your audience like in those moments on stage?
A: Its pretty cool being up there and having them rage to your songs!

Q: Do you have a dream venue or festival you’d love to play at someday?
A: I’d love to sell out a stadium show

Q: If you could create a soundtrack for any movie, past or present, which one would it be?
A: Cradle 2 the Grave – I’d make a kickass song for the final fight.

Q: What’s a memory or moment in your life that really shaped your perspective as an artist?
A: My parents getting divorced when I was 11 years old

Q: What’s the most surprising thing you’ve learned about yourself through music?
A: That I literally have zero quit in me musically, I don’t know when/how to give up.

Q: Do you play any instruments, or are there any you’d like to learn?
A: Self taught guitar

Q: How do you see your music evolving in the next five years?
A: I’m going to continuously improve on the production/videography side of things and keep dropping banger singles.

Q: Are there any upcoming projects or releases we should keep an ear out for?
A: Dropped my album 10 Lions august 15 2024 so I’m just focusing on dropping singles for 2025. new album coming 2026.

Q: What’s your biggest dream or goal as an artist?
A: To be financially free because of music revenue

Q: What advice would you give to aspiring artists trying to find their way?
A: Just keep going… you’ll either make it or you wont, but at least you tried. the price of regret is an expensive bill to pay.

Q: Is there anything that you want to share that has not already been covered above?
A: nah I appreciate you though! much love and shoutout to the fans