Despite Phelps’ immediate public apology, rumors of Phelps losing several of his endorsements began flying. Although it has only been confirmed that Kellogg has officially dropped Phelps as an endorser, the repercussions of Phelps’ actions are clearly running deep.

Although the situation with Chris Brown and Rihanna (or not Rihanna) has yet to be clarified, Wrigley’s has already separated themselves after a two-year partnership with Brown. The news is, Wrigley’s severance from the star is temporary, pending the outcome of the charges.

Do you think that, in either case, the endorsers’ decision to isolate themselves from their celebrity partners is a good one? A fair one? Or do you think that endorsers should take a route similar to Phelps’ endorser, Omega Watches? For those that missed it, the quote was as follows:

“You can’t buy this kind of product placement — believe me, we’ve tried!” a spokesman for Omega Watches said, giddily. “He’s modeling one of our blinged-out products as he expertly removes the carb from the bong, which we will also be selling replicas of: The Poseidon, as we are proudly calling it, holds actual water, just like what Michael Phelps swims in!”

Words Jonnine Yarbrough

It’s a sad yet true case in today’s news environment that people are quick to flock to scandal. Tabloid Web sites, like Perezhilton.com or TMZ.com, now have enormous clout as they feed the public’s appetite. As much as they won’t admit it, people tend to love drama – especially when it’s real life. Maybe it gives us something interesting to talk about during what otherwise might be a boring day. And hey, I’m definitely not claiming innocence. I’ve probably been keeping as close an eye on the story as anyone else. What I don’t know is what makes us enjoy, closely follow or laugh at other people’s misfortune or problems? Yeah, they’re celebrities and, to a certain extent, place themselves under the hot lamps, but shouldn’t we also be keeping up on news with real substance? What about celebrating people’s success? Maybe that’s just asking too much…

Words Rene Perez

The Rinsing of Hip-Hop – Can It Survive Without The Herb?
It’s 1990, Erlangen, Germany. I’m in a limo with my black-and-white, striped Adidas gleaming like a pearl-coated set of piano keys, and I’m chilling with some iconic hip-hop artists. We were on the way to a club called Marilyn’s to cop some hashish. They needed a hundred dollar piece and my friend told them that I could find it for them. Well, I did it, and we instantly became best friends once the potent smoke hit their lungs. When I got out of that limo, I had a permanent joker smile for months. Fast forward to 2008. I’m sitting on the couch at some recording studio in Orlando, FL; the producer is cramped up in the soundproof room, hot boxing with the artist. I started seeing double and caught the munchies as I caught a whiff of the potent kush smoke they let escape from the room. As I watched, I started to wonder, “What would hip-hop be like without the mood-altering herb?”

The mind-bending flower was glorified by West Coast rappers Snoop Dogg and Cypress Hill, and East Coast rappers like Red Man, Method Man and the rest of the Wu-Tang Clan. It’s still the main ingredient that puts an artist in a creative realm, with all their golden eggs, and helps produce hits. It’s widely used in the industry, somewhat like having a cup of coffee to jump-start the day or, in this case, the session.

It’s so old now though, I mean really, you can’t rap or write without being high? Wow! What a crutch. I have been at clubs where rap artists will be performing, and when in the VIP section it’s like B.Y.O.W. along with a gas mask. You better be holding some good icky sticky wicky, kush, bubble thrax, or ooooowie or else your stay in VIP will be cut short and you’ll be ejected like a baseball player arguing with the umpire.
Its use is so blatant, you can see it at every video shoot, every concert, and every movie set that has artist-turned-actors – it’s everywhere. Should we just accept that it’s part of the hip-hop culture? Or can we rinse hip-hop and clean up the image that stains the youth and influences the fans?

This music culture has an abundant amount of different ingredients that represent hip-hop, so will it lose its edge if it’s a cleaner, clear minded, more polished entity? The hip-hop community wants to be referred to in an equal, non-condescending way, yet they are the biggest blunt smoking, pill popping, bottle gulping, woman jumping and not to mention drug dealing, bail bond junkies in the entertainment arena. I mean really, it might be for the better: we can start using big words in our interviews instead of the third grade grammar we’ve been spoon feeding you all. Plus, how stupid will you look claiming you’re so talented and so rich but you’re still getting arrested for drug-related incidents? Then you wonder why you’re doing a gazillion hours of community service for free.

I challenge the industry to clean up its act and try doing it sober and clear minded. There are some hip-hop artists out there that do just that, and have been very successful and critically acclaimed for their clean, positive image. They have also been offered bigger and better opportunities, especially when they’ve outgrown their fitted cap and turned 40. Like Nas said, “Imagine smoking weed in the streets without cops harassing.” Well it’s 2009. Imagine hearing a song, going to a concert, or even seeing a video without the herb and all that accompanies it. What would hip-hop be like? Maybe you won’t be shelved for three years after signing your life away to these record label executives because you’re higher than a kite, tore up on four pills with your pimp cup filled with Henny talking about, “Yeahhhhh! I’m rich bitch!”

Rinsing hip-hop of its blemishes will definitely lift the level of respect it’s given. It will also tidy up the smoky image that just doesn’t look cute anymore and leaves everyone in VIP talking in your face saying, “Yo dawg! We’re going to hook up fo sho to do some biz,” with that dragon breath kicking you in the face like Bruce Lee. Maybe we will get a new form of hip-hop with the content being positive, uplifting, and with a purpose in its delivery, its image, and lyrics. This way it can change and influence our youth and fans, bringing them to an elevated plateau in which they’re really doing something. Or you can be that artist wearing the big, fat, 17-pound bling-bling of a chain around your neck, bottle popping in the back of a limo, money raining on the million dollar set of your video shoot with your rented Lamborghini. That’s supposed to tell us what? That you’re the man? That you’re saving the world? That you’ve helped in the fight against terrorism? Or that you sent food to a Third World country that has millions starving? Or that you helped in finding a cure for AIDS, cancer, or Alzheimer’s, or helped to promote a bill in Congress that will benefit your people?

Imagine hip-hop without the “ooowie” effect. If you’re not living what you’re kicking, then be real and make a difference. Be that artist that employs a cleaner, positive, drug-free image and has content that can actually influence in a positive, trendsetting way. We now have a brother from another mother in the White House, so we know that “All is possible if you really want change.” So, can hip-hop survive without the herb? I think it can.

Words John Sankitts, Jr. – jon@goatmag.com

Skateboarding has gained an undeniable presence in hip-hop. How do you feel you’ve contributed to that success?

I think by just staying true to who I was.  I’m a big music fan.  I grew up in a household that was big on hip-hop.  So I just kept my same attitude, my same upbringing.  So I think it just went hand-in-hand, because I still looked like the normal, typical kid out the neighborhood, but I just skateboard, you know?

How does it feel to participate in a sport that is dominated by white skaters (in a commercial sense)?

What’s so crazy about that, dude, is like, that’s the first thing I ever did.  I always tell people when I interview like, that was the first community I ever went around and was actually accepted.  I played football and basketball and all that stuff in high school, but I was smaller then, so I wasn’t accepted.  It was like “Oh you ain’t fast enough” or “Oh you ain’t got enough weight.” I came into the situation with dirty shoes on, dirty threads and everybody was just like “Hey, let’s skate.”  It wasn’t nothin’ like, “Oh, this dude look outta the ordinary.” It was real cool.

How do you view African-Americans in skating?

Dude, they’re talented man.  It’s a lot of young dudes that’s under me that are African-American that are sponsored by a couple of companies that I’m on, and those dudes, the way they progressed, man, it’s amazing.  Like when I go back to my neighborhood in Long Beach, I see the kids in the neighborhood skating, and … it’s crazy.  Because, like, I’ll say, “Yo, let me see a kickflip,” and they kickflip and I’m like “Damn!”  It’s definitely growing at a rapid speed.  It’s amazing to go back and see stuff like that – kids going in the right direction and at the same time its cool. So many girls call me sexy now just off the simple fact that I skate, you know? [laughs] It’s crazy … kids love it because it makes you feel good about yourself.  You’re not, like, abandoned with the situation, like when I came through.  Now you can wear it like a badge of honor.  You got your little board, and you do what you do and people accept it.  That’s an overall blessing.

Do you think that Team Ice Cream had a major role in commercial skating?

Oh, heck yeah man, hands down. To this day, I always thank Pharrell. I just saw him just a few days ago, actually. And I appreciate that dude, because he was the one that helped us bring the situation we had to a bigger and better plateau.  It was only like respected in the white communities, like the commercial side of things – not the inner cities and the kids that really do it.  So he helped broadcast our talents in a way that would have our community accept it and be down for it.  Like, “Damn!  They travel, and they got chains and this and that.” It’s crazy because it appeals to our people and paints that picture.  That’s why, to this day, I always say I love that dude to death.  He’s like my big brother and I respect everything he’s done for us.  And he caught a lot of bullshit behind it and he kept with it.  And that shows his dedication to it.  A lot of people in the skate community were hating on him and hating on me throughout the situation because it was like “What’s going on?” We caught a lot of wrap behind it.  Like, when the video came out and people saw it, the press stuff and everything, and they accepted it, [I was] like “Whoa, I didn’t know it was that real.”  It was monumental.  It was fun … it was really fun.

Did your environment play a major role in your decision to skate?

Not for the better side of it. Long story short – growing up, I used to have to hide my board at my friend’s house and put my skate shoes in my backpack when I went through my neighborhood.  Because, like, all my brothers gangbanged and all that crazy stuff, so I guess the fact that I wanted to skate made our community look weak.  I don’t know what the fuck it was, but them niggas used to always be on me when they saw me with a board … It’s crazy though, man, because now when I go home, those same dudes that were going hard on me go out there and buy my board and my shoes and they skate, so it’s a blessing.  I’ve been shot behind it and all that crazy stuff.  But I’m here, and I’m blessed.  And everything’s smooth.

Do you have a moment that you consider to be the highlight of your career so far?

Yeah … [laughing]. I tripped out because I’m in the Vibe magazine with Obama.  That shit was like … I didn’t even know.  I was on the Baker Tour in Alabama.  I was at 7-11 and the Vibe cover had him on there, and I picked it up and I was flipping through it, and they had me in there talking about how I was one of the main supporters that helped push [Barack Obama].  I’m like “Damn!” because that’s crazy, just to even have your name next to Barack Obama’s.  I mean, that shit blew my grandma back!  My grandma, she’s a big fan of his, and she was like “Damn, boy!”  I mean, I don’t know … they asked me a quote and I spray painted his name on my board so when I skate I look down at it and I get more inspiration.  Anytime I feel like I can’t do something, I just look down at my board and see “Obama,” then I go hard. But it tripped me out because … to be in there and speak on that man’s behalf … that was crazy.

What’s your signature move?
Mostly “fakie” tricks … I like switching up the grinds, too.

Talk a little bit about [your rap group/brand] Fly Society and the upcoming projects.

Yeah! The Fly Society thing is going well; we’ve got a couple of offers on the table, so hopefully we seal one of these deals. We’re looking to push the album out like next year – summer. Around the same time as my shoe [release] because my shoe comes out on Supra in March of next year, so we’re trying to keep it around that.  We have the clothing line that we did – Fly Society Apparel through Kr3w Clothing – my other clothing line.  It’ll be out spring of ’09.  And that’s it. I mean, the music and all that has been good and we’ve been staying busy and focused.

Who are the other members of Fly Society?
Well, it’s actually like a whole big movement. It’s the skateboarding, the rapping, the fashion … it’s just ripped and mixed and it’s like all one world. There’s a lot of us.

What is your signature style of dress?
I only wear the stuff I’m endorsed by. But, like, I don’t wear my clothes big, I keep them slim.  Nice and neat, because I don’t like baggy clothes.  I hate looking down at my jeans and seeing them shits just drooping all over my shoes … when I’m skating. That shit is just not cool.  That’s not me.  I just keep it really basic, clean. That’s it.  But I see everybody dressing like skaters, rockin’ Supras and stuff, that’s crazy. That’s powerful.

What is one time in your career that you reinvented yourself?
Yeah, from my childhood to growing up and getting sponsored.  Like when I first got sponsored, I didn’t take it seriously.  I was still hanging around and being a knucklehead, because I got sponsored in like 9th grade.  I was just making a couple of dollars and I bought a few clothes and started acting a fool.  But then, you know I got shot, right?  So after that, it made me wise up a lot.  But before, I was so bad! I was bad … I was a terrible little-ass dude from Long Beach.  I was just a fuckin’ knucklehead.  A bad little peasy-head motherfucker man. But then I got around Pharrell and those guys, and they showed me how to straighten up my business and stuff in a dope manner.

Who are your picks for the top 5 greatest athletes of all time?
Michael Jordan, David Beckham … that dude is the boss. Kobe, Ken Griffey, Jr.  Growing up, I used to love the Ken Griffey shoes, man.  I never got a pair and I wanted them SO bad! My mom was not messing with it. Oh! Bruce Lee.  I know he ain’t no athlete, but Bruce Lee is a fucking G, too, man. That dude was … whoo!

Is there anything you’d like for the readers to know?
Yeah, don’t forget to check out Sk8site.com. Go there and check out the latest footage of us just kickin’ it, hanging out, doing everyday stuff and just skating.

Interviewed by: Jonnine Yarbrough – jyarbrough@goatmag.com