I’ve had people ask that question, and I’ve gotten responses of “oh they need a whole new label” which I agree with. I find that the term is used to dismiss rap to make the genre sound better. We’re all different.
What can you say that nobody else can?
If you think this is an easy thing to say then I am sorry. You should probably work at a real label, work at the studio that you are working at and not get into all this bullshit that you are trying to do. Take a big, wide, boring photo of someone with their fingers on a control switch and you can get away with saying “I want this song to feel this.” The song needs to exist to do that. It’s a very subjective thing.
There has been an explosion of hip-hop. How does your work connect with that?
The main reason it is an explosion is because of the accessibility of the internet. The internet allows us to get all the attention in the world and all the hype, all the success, and even for a short period of time. If you’re a kid today you can be at a concert in New York City and feel like you are there. It’s very easy to get people hooked on something. You don’t need any skill, it’s pretty easy. It’s just a matter of finding the right message. You’re right there watching the concert…the music, the performance, even when you don’t have a microphone or you are just sitting in the corner of the room, you can get them to the music.
That is what we are trying to capture. The biggest message that I can think of in the genre, when I think about the subject and the idea, is the desire. We want to feel good. We want to feel powerful and to have a goal in mind that is something that we are passionate about, that we want to do. It has nothing to do with who we are, what we do or how we do it. So, the main reason I put this on the table is that I am one of these kids whose goal is to feel good. When I hear people saying something like, “yeah, hip-hop is dead, now that’s it.” I’m like, no, you’re not dead. Even when there are songs that you may like to the point where they become a fan (like on “Stitches In Time”) you probably don’t want a song like that in
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