You mention that people thought it
was a diss song and this whole cycle
of beefs seems to have consumed hiphop culture. You’ve been embroiled in
ones with the likes of Nas, Lil Wayne
and the Game over the years yet on
the record you say ‘we’re not in the
same league, so how am I in your
way’. It sounded as though you were
becoming weary of it all.
It’s really just common sense. For many
you have been making music and at the
forefront for so long, people like, “Man,
you gotta let the new guys in”, and I’m
like why? That’s never happened in the
history of the world. It doesn’t work like
that. You have to claim your spot. No one’s
in your way. If I was to stop making music
tomorrow doesn’t mean suddenly there
is this gap. You don’t get elected. The
people decide where you are. Whether
I’m here or not, if they want you to be at
the top then the people will move me out
the way. On you go...
In the video for ‘Death of Auto-tune’
you’re seen blowing up champagne
and jewellery. Is this you saying that
it’s time to go back to basics?
Yes it is – I’m suggesting a counter cultural
movement.
So how will hip hop fare throughout
the economic recession? It has been
so defined by consumerism in the
past.
It has to react and reflect. The beautiful
thing about a recession... Let me rephrase
that! Probably the one bright side to the
grimness of a recession is great music is
made from pain. And there’s a lot of pain
coming.
How did the video for ‘D.O.A.’ come
about? It has a very strong aesthetic.
I wanted it to feel like we were taking it
back. Everything you see is a metaphor
for taking it back to basics. The warehouse
represents my house and when I pulled
the car up and went upstairs, you’re
seeing me at home – getting a haircut. I’m
shedding all the bullshit. And then eating,
playing cards, shooting basket ball.
They’re all just regular things. I wanted
to give the same sense that if you were
to go past