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

The team was virtually unknown as recently as 2005 when they created “Does Anybody Know” for Fat Joe’s All Or Nothing, their first song for a major artist. It wasn’t until Miami rapper Rick Ross burst out on the scene with the bass-heavy, The Runners-produced “Hustlin’” in 2006 that people began to take notice. Since then, they have collaborated with artists such as Danity Kane, Lil Wayne, Day26, Chris Brown, T.I., DJ Khaled, Keyshia Cole, Young Jeezy and Ludacris.

They recently found time to take a break from their demanding schedule and talk with G.O.A.T. Magazine about their beginnings as well as where they are headed to.

The drive to become producers surfaced at an early age for both Dru and Mayne. Dru explained that while he wanted to learn how to play the piano, his short attention span made him unable to sit still long enough to practice. Eventually, his piano teacher brought him into a studio and familiarized him with some of the equipment, prompting him to save up some money and purchase a Pro Tools rig to start experimenting on his own.

In Mayne’s case, he started out by playing the keyboard and drums in his mother’s church. At home, he created his first songs on a Korg Triton keyboard. To better his skills and knowledge on the recording arts, he decided to move to Orlando to attend Full Sail, a private university that focuses on entertainment.

It was because of this decision that the team ultimately set up shop in Orlando, as Dru followed Mayne to The City Beautiful after the he graduated from Full Sail in 2003.

“Orlando was ‘wide open,’” explained Dru. “There wasn’t much competition and we knew we would stand out.”

Similar to their production idol Dr. Dre, whom they credit with creating a new sound for California, The Runners hope to serve as the new Miami sound machine, bringing a fresh vibe to the region – something inspired by their Orlando roots.

“We made Rick Ross’ “Hustlin’” and it helped energize a musical movement in Miami,” said Dru. “We lived in Orlando, and Miami was the closest musical hub. We kept our sound original and it became the ‘Miami sound machine.’”

The go-getting duo has worked along the way with fellow Floridians DJ Nasty and DJ Khaled, whom they credit with giving them a better understanding of the industry and how to make hits. Dru elaborated by saying that, as DJs, they understand what a hit record is supposed to sound like. In addition, it helps that they have strong relationships with virtually every rap artist.

“We did not have to go through a middleman to get our music to the artist,” he said.

As far as production goes, they said the DJs know what a hit track should have and they understand song structure, noting that “Khaled’s success with hit records speaks for itself.” Furthermore, they said they appreciate the confidence they received from DJ Nasty who “believed in them from day one” and knew, coming from radio, what they were capable of achieving.

More recently, the production team has been working to bring new artists to its Runners Music Group/Trac-N-Field Entertainment imprint. They said they are looking for artists who are different and can bring something fresh to the game – those that aren’t copy cats.

“We look for artists that will change the way people view urban music and inspire us to go somewhere different creatively,” Dru said.

One such artist – the first signed to their label – is rising rap star Bali. Dru said that Bali is a very unique artist who takes a different approach to rap about his trials and tribulations.

“His album has a theme and good structure behind it,” he said.

The duo was also able to shed some insight into their creative process, explaining that their motivation lies in being “cutting edge” – something that has helped bring hip hop into a new era. They said they like to set the trend for urban music, adding that while they first evaluate an artist to make sure the beat or song will fit their style, they also make sure to bring something innovative to the table that can take the artist somewhere they haven’t been before. They pointed to Ace Hood’s “Cash Flow” as a prime example.

Though their origins are humble, there is no denying the talent and potential that Dru and Mayne bring to the game. They have produced massive hits for some of the biggest names in the industry, grabbing a “Producer of the Year” nomination at the 2008 BET Hip Hop Awards in the process.

“We feel great about it,” Dru said. “It’s nice to be rewarded for our hard work.”

Though in the beginning some people called them “one hit wonders,” they quickly showed them up, saying that it takes consistency to survive in the industry.

“People can’t deny hit records,” they said.

Finally, one thing they hope people think of when someone mentions The Runners?

“Damn! They got some crazy drums!”

When we caught up with DJ Nasty, the force behind the powerful production team, Nasty Beatmakers, he was in the studio doing what he does best – creating a feast for the ears on the wheels of steel in the studio.  Donning a black tee with ‘DJ Nasty’ around the collar, and the bold statement ‘Deeper Than Rap’ across his chest, Nasty was a clear representation of the type of music he produces.
As an added bonus, DJ Nasty’s brother and the other half of Nasty Beatmakers, LB, showed up to the studio and decided to join in on the interview.

“…to work with as many people as we have, being based out of Orlando means…you don’t have to be in a big city to make a name for yourself.”

When did you first fall in love with hip hop?
Nasty: Probably when I heard Sugar Hill Gang’s Rapper’s Delight.
LB: I’m in love with music, period.  So you can throw hip hop into the mix, but I’m in love with all music.

How does it feel to be named Orlando’s hottest producers?
Nasty: It feels real good. I mean, we’ve been putting it down for a minute, and just to work with as many people as we have, being based out of Orlando means that there’s no limit to where you start from.  You don’t have to be in a big city to make a name for yourself.

What’s the connection between Nasty Beatmakers and The Runners?
Nasty: I guess you could say that I discovered them.  They were signed to a production deal with me, then we moved on and now Khaled and I manage them.

What business ventures are next?
Nasty: Hopefully, starting a label.  That’s probably the biggest thing for us.  Taking the management thing to another level.  We have producers, now we want to manage artists.  No limits – R&B, rock ‘n’ roll, whatever it is, we’re down to do it.

Do you want to talk about your new producers?
Nasty: I just signed some new producers to me and my brother’s company, Nasty Beatmakers, called The Incredibles, out of VA.  They’re amazing.  They’re really amazing.  When I look for talent, it has to be something that’s out of this world, like The Runners.  These guys are the future as well.  The Incredibles, Moe and Lee.

What are some of your influences and how have they influenced your music?
LB:  Well my main talent is guitar, so you have to go to Van Halen, Jimmy Hendrix, Cameo, all the guitar-playing bands.
Nasty: Dr. Dre, Quincy Jones – he’s a music mogul, Pete Rock, DJ Premiere.  I was more into the music thing.  I’m all about beats, so my influences are always the ones that inspire me to do what I do.
Does anything that you’ve learned from your influences show through as you’re on your journey now?
Nasty: Definitely.  Like, when I say a name like Dr. Dre as an influence, when I make my beats, I have to make sure that snare rings hard, or make sure that the kick is real punchy and it’s just cracking the speakers when I’m making it.  And he takes so much time and has so much passion when he’s making his music, and that’s the way I feel when I make my music.

Why did Hitmen Productions dissolve?
Nasty: Aww, man…Hitmen Productions…oh, wow [laughs]…I wouldn’t say we dissolved.  Caesar is still carrying it right now, we’re all still family.  I would probably use a different word.  I’d probably say we evolved, you know, spread our wings.  Khaled decided to move to New Orleans, and Caesar decided to join the Air Force.  Music was always our passion, we just spread apart.  But big shout outs to DJ Caesar, DJ Khaled.  It is what it is.

What’s next for NB, aside from business ventures?
Nasty: Right now we’re working with Rick Ross on his new album, Juelz Santana, we’re working with Weezy on his album, The Carter IV, Fat Joe.  And you know, the next DJ Khaled album!  We’re already starting.  You know him!  He doesn’t stop!  He comes to us like, “Yo, Nasty, I need some new beats!” and we’re like, “For what?”  and Khaled’s like “The next DJ Khaled album!”  We’re thinking, “Man, your other album just dropped last week!”  [laughs] But that’s my brother, though.  I love him.  He drives me.

After producing songs like ‘#1 Fan’,’ I’m Me’, and ‘Grew Up a Screw Up’, how do you know you have a hit on your hands?
Nasty: Oh, man…you can just feel it. When we make these songs, like ‘Grew Up a Screw Up’, there’s just certain songs that you know are smashes, because you love them more.  You want to hold them back and, you just want to make sure that the right person gets it, you know?  And when we came up with it, it was like, “Man, I hear Luda on this album!”
LB: And with the songs you just mentioned, we usually work on a beat, stop, and go back to it in a couple of days, but it’s funny you mentioned those three because those we worked on and completed those in one day.  When they don’t take long to come together, you know it’s a hit.

Of all the upcoming projects you have, do you feel that any of them will bring in a Grammy?
[Rick] Ross is so raw and he’s changing the game, just the way he makes his music.  I think his will be one of the projects that will.  I mean, I hope to God it is.  But something about working with him – I love the vibe he gives us.

Florida is putting out a lot of hot music right now.  Will Orlando be on the map with other cities like Miami, Chicago and Atlanta?
I hope so.  A lot of people don’t understand that Orlando’s been a certain key in the success of Miami. But MIA’s a big city so people forget. The Runners made songs like ‘I’m So hood’, ‘Go Getter’, everyone thinks they’re from Mia, but they’re really from Orlando.
Between the two of you, what are the 5 greatest songs/artists from FL of all time?
LB: 95 South
Nasty: Yeah! Wow…95 South and CC Lemonhead – definitely pioneers from Trick Daddy, you have to mention Trick Daddy, hands down.  He broke barriers.  Definitely have to mention Luke, he’s the original Dun Dada, for real.  Pretty Tony Butler.  A lot of people don’t know him, but if you go Google and research that name, he’s the one that put a lot of the Miami early sound together.  Songs like ‘Look Out Weekend’ and a lot of his other songs are being sampled a lot now.  Will.i.am is getting a lot of influence from his stuff now.  And, new generation – Rick Ross.
What about athletes?
LB: Well, my favorite football player is Emmitt Smith.  You’ve got Warren Sapp…
Nasty: Roy Jones, Jr., Antonio Tarver, and…
LB: Johnny Damon!
Nasty: Oh yeah, definitely Johnny Damon!

Is there anything that you guys want to put out there?  Promote?
Nasty: Hell, yeah!  I mean, me and Khaled are the best and we’re looking for the best.

Future plans: Wright says he looks forward to getting involved in some movie roles.  Having had cameo appearances in several music videos, having a record label and always demonstrating his commitment to the community by giving back of his time and resources to urban youth centers, Wright thinks an avenue in movies will be a nice change of pace.