Sign when you're winning

It’s a hip-hop combination like no other: signed rap from Marko Vuoriheimo, over low heavy beats and coupled with English lyrics. But it’s all aimed at bringing deaf and hearing audiences together, as the man also known as Signmark tells Lucy Howard

You should come and see my concert, and only then decide what’s impossible.”

Musician Marko Vuoriheimo, whose professional name is Signmark, is just getting into his stride.

Signmark is deaf, and many people assume that deafness and music don’t mix. Signmark challenges that assumption.

Signmark is a Finnish rapper who has signed an international record deal, and he’s being promoted by Joe Collins. Joe is also deaf and formed JC Promotion to provide accessible music events for deaf and hearing audiences.

Joe’s first event is Signmark’s UK debut performance this summer.

Signmark’s hip-hop style is marked by a clean bassline and strong beats. The low frequencies play a crucial function. The strong vibrations help him feel the music and adapt to the rhythm as he signs his lyrics.

“Hip-hop culture has always combined visual art and music, blending in social critique. This fits in with our philosophy,” says Signmark.

“Music is more than what you can hear! Signmark is something you should see, feel and experience.”

Fellow hip-hop artist Brandon Bauer provides the voice for the hearing audiences, and supports all Signmark’s albums, videos and performances.  
Signmark’s unusual blend of music, spoken English and sign language started when he began translating Christmas carols into sign language so his whole family, including his hearing grandparents and deaf parents, could sing together.

“There are still a lot of people who need to come together in the way my family did,” he says.

From giving a voice to his own silent community, Signmark has grown to inspire his audiences to “step up together and take responsibility for being the voice of change in society”.

Signmark has proved that anything’s possible by being snapped up by Warner Music, becoming the first deaf artist to be signed to an international record label.

“It was a huge turning point,” he says. “It was like a validation for me, and maybe even for other people, to show them that the best revenge, the best way to shut up the non-believers, back-stabbers and bullies, is to succeed.

“So many thought that I can’t, I couldn’t and I shouldn’t, because I’m deaf, but I did it anyway.”

Signmark explains that bridging the gap between the hearing and deaf worlds is the most important thing to him.

“We have experimented with ‘Silent Shout’ events, where we learn about differences. Some hearing people feel ashamed to come to the concerts as they don’t know how to behave, and some deaf people feel that music isn’t for them.

“So we tried to find a way of bringing people together, under the same umbrella, despite the differences in our starting points, with accessible events where everyone could join in. We’re happy to find that people feel a sense of community.

“I believe in working collaboratively, trying, learning and sharing, not analysing and talking. My music comes from a need to express myself – and of course a part of my life is also the obstacles I face.

“Is it politics? I don’t know... I just love music and I hope my music finds the people who love it too.”

With attitude-changing performances around the world, Signmark has a busy agenda, but he finds time away from music for running, ice hockey, floorball (indoor hockey) and fishing.

When performing, does he have any rituals to help him prepare before going on stage? “Not really. Brandon is always looking for his phone. I just try to get my body awake and warm, as my performing is so much about the rhythm of movement.”

The Warner deal was obviously a pivotal career moment, but have there been any other highs or lows so far?

“A high point was when I got to hold my first album. It had just come hot off the press. I’ve also had some low points, when I feel things are not moving in the direction I want. I get frustrated easily.”

On his future goals, Signmark is passionate.

“I want to continue to find new and concrete and innovat­ive ways to make human rights a reality.

“We hope to cooperate with other industries with the power of delivering a message with feeling, like movies, artists, TV and so on. We believe in positive diversity.

“We are travelling and performing across the globe, and we would like to incorporate an awareness-raising message and depth to our events. We think our audiences are ready for it.”

That includes audiences in the UK. Both Signmark and promoter Joe Collins are excited about their UK collaboration and about providing an accessible event for Signmark’s existing UK followers, as well as potential new ones.

“Signmark is an inspirational performer and an amazing role model for deaf people,” says Joe. “I feel that his message is so strong and important to the community here.

“If you had come up to me 20 years ago and said that in 2011 I would be organising a music event for Deaf people, I would have said there was no way that would happen. But it has. Events like this will help to smash down any negative barriers that still exist.”

JC Promotions is filling what Joe always saw as a big gap. He has even been asked to do weddings.

“Weddings are not my strength, but maybe in the future – never say ‘never’! Keep an eye on us!”

Signmark adds, “I hope I can show and inspire others to follow, not in my foot­steps, but to follow their own dreams. Even the craziest dreams can come true.”

Signmark has had many dreams come true already, but his future ambitions are limitless.

“I hope to collaborate with more artists. My dream is to open for a famous band. Someone who shares my message. I would love to perform with Bono or Stevie Wonder.”

• Signmark will be performing at the HMV Forum in Kentish Town, London, on 4 June, supported by street dance group Flava. Tickets £20. Tel: 0844 847 2405. www.hmvforum.com

• For more information on Signmark and his music, including performance dates, albums and merchandise, plus links to Facebook, Twitter and YouTube, see www.signmark.biz

• To find out more about JC Promotion, including links to Facebook and Twitter, see www.jcpromotion.co.uk