Despite the backlash then, it’s hard to deny that much of what Little Brother hinted at ten years ago has come to pass. Whether it’s Trinidad James or Bobby Shmurda, to the latest abomination Slim Jesus, rappers have blurred the line between art and caricature to the point where fans can’t tell the difference.
PHONTE: I’m glad people are now kind of seeing it, and it’s no diss to Trinidad James and those dudes. I fukk with “All Gold Everything.” Me and my kids be singing that shyt. I like that song for what it was. I just think if anything we were trying to warn people, it’s not that those songs don’t have a place in hip-hop. The problem is when those songs become the norm and the measuring stick that you measure everything else up to. Let’s keep it a hunned. If you take “Cheatin” and put it next to “I’m In Love With the Coco” it sounds like a reasonable song! Which lyric is the most ridiculous: “
I can’t find nothin to rhyme with 15” or “
I’m gonna eat the booty like groceries” ?
BIG POOH: I think ultimately people didn’t want to hear that message from newcomers. Y’all just got here, why y’all trying to redecorate the crib and you just moved in?
9TH WONDER: A lot of things have happened in the last four or five years in hip-hop. There have been a lot of “I told you so’s.” It’s just the fact that we struggle with the filter system. You can’t even gauge what talent is anymore. Talent is not your sound anymore, it’s your visibility. Being visible is a talent. Having a brand is a talent. And a lot of us that are older are not used to that. Having a popping Instagram makes you famous. To this generation Instagram numbers are gold. But I guess beauty is in the eye of the beholder.
RECORDING THE ALBUM
9TH WONDER: I was just off of going in the studio with Jay Z and Destiny’s Child so I was trying to expand or make my beats sound bigger, but still stay me. I was put into this place where I was new but I was considered a throwback producer. So making it sound bigger than stuff before and I was thinking how can I continue to make people feel good but producers can respect it. That was what I wanted to achieve for myself. I wanted producers to respect it without people needing a thesaurus to listen to it.
BIG DHO: Those mixing sessions were star studded. We mixed at Baseline and mastered at Sterling Sound I think. They recorded records during the shyt. Method Man came through. Memphis Bleek was there for a lot of that shyt. Mos Def was there to record for “Separate But Equal,” the DJ Drama shyt. That shyt shook shyt up. Sean P recorded his verse “Shots,” the song from “Dream Merchant Vol. 2.” Jean Grae was there. Just Blaze. I’m missing mad people. Kanye came through with John Brion. He was like “Y’all dropping one single and coming right out? That’s unheard of.” His “Diamonds From Sierra Leone” had just dropped. We went to our first Summer Jam that June. So much shyt happened in that two or three week period. We lived in that mother fukker. Pizza and sticky wings is all we ate for two weeks.
9th WONDER: Phonte wrote a letter to everybody that we sampled on the behalf of all of us. He explained what the song was about it and why we chose their song. And we got some great feedback from that. We actually cared about the music we used. I thought it was a brilliant idea.
BIG POOH: My thinking was that I wanted to do a record that showed improvement from the first record to the second. We started working on this record before we were even signed to Atlantic, so I wasnt’ trying to [step up] because I was on a major. I was out to prove that I could hold my own in this group.
PHONTE: The funny thing was after MS came out me and Pooh did
Get Back and so many of our fans were like ‘man this is the record they should’ve made on Atlantic.’ But who is to say we’d still have that foundation if we had made the “safe” record the first time out? Not that I think
Get Back was a safe record by any means. But coming from
The Listening going directly to
Get Back on a major label, we’d have been done. All our credibility would have been gone. “Aww these dudes done gone major and hooked up with Denaun Porter and Hi-Tek.” It would have been dead in the water before it got off the ground. Looking back do I see flaws in
The Minstrel Show? Sure. But I think that was the best record we could have made at the time. More so than it being a great record I think it made a great statement. I appreciate it more for the statement it made than the music that’s on it. When I go back and revisit it all I hear is mistakes. It gets agonizing listening to your old shyt. I was reading an interview with Joss Whedon and he was talking about how doing
Avengers, all he’s seeing [are flaws] and to me that shyt was lit like a motherfukker. That struck a chord with me. But the statement of three guys coming from an independent label and going to the majors and your first record on a major is an indictment of the system of hip-hop and major labels? I mean, shyt. How many [people] can pull that hat trick off?
THEIR RELATIONSHIP WITH ATLANTIC RECORDS
JAMES LOPEZ: I will say this about Atlantic. The group had several fans in the building. Unfortunately, it did not translate to commercial success and the push that they feel they deserved. People actually liked them and enjoyed being around them. At that time our hip-hop roster was dominated by Southern acts and they stuck out and were unique to what we already had. It made me gravitate towards them. Not only were they talented MC’s and 9th a great beat maker but they were funny. Especially Phonte. I genuinely liked hanging out with them because it was always comedy.
PHONTE: What it all boils down to is I don’t think they knew how to use all the tools in our toolbox. I don’t think they knew Pooh likes sports, let’s see if we can get him on ESPN. 9th likes Duke basketball and to lecture, let’s get him on MSNBC or something. Phonte is the wild card, get him a celebrity roast or some shyt. Those are just examples I’m throwing out. I don’t think they knew how to use everything on the table. You look at someone like Sean P, RIP, as much as an incredible MC as he was, that n*gga was a star. He could sell himself to anybody. He could talk to anybody. In the early days of LB we kinda had that same quality. I just think there was a disconnect between our image and who we were as people. So when it came to videos we never really got that chance. This was pre-Rik Cordero era so they wasn’t trying to cut checks to let the personality shine through. That’s why I’d write blogs on MySpace and just do what I could just to show you that we just regular people. By the time it came for a second single we let them talk us into the jig and they said they were gonna re-service “Lovin It” to the djs. That wasn’t even supposed to be a single. That was supposed to be a B-side street record. So that was a crew, posse cut for the die-hards who knew Joe Scudda, etc. But the record I thought was the reach out record was “Slow It Down.” That’s the one where we can really cross a couple of bridges. But we never got it. But for all the fukk shyt that happened I’ll never speak bad about Atlantic. This is not the evil record company story. I remember having the conversation with Julie (Greenwald) and she said we’re not into keeping hostages. Sometimes these things just don’t work out. You guys are artists and we’re not going to hold you and I respect her for that.
9th WONDER: I don’t think any label (at the time) knew how to push an artist whose main fan base was online. That was just unheard of. They were like “We know you have fans, but we don’t see them.” Going to a message board looking for fans in 2003 was unheard of. There was no way to quantify the number of fans you have until you had Myspace and Twitter and you could see followers grow in real time. But now you can see it. They didn’t have the staff for it either. We just had this unknown, untraceable fan base and nowadays it’s common knowledge.
JAMES LOPEZ: If Little Brother would have come out in the past four or five years they would have had more success. Digital marketing, touring and getting directly to their fan base would have been easier with advances in technology. Social media is much more of a discovery tool for consumers and more people would have done so on their own terms than us relying on the gatekeepers from 10 years ago. Phonte’s group Foreign Exchange has achieved quite a nice fan base utilizing the tools at their disposal. LB would have benefited from the same dynamic. I would have had everyone focus on breaking them slowly from the ground up and invested more of their budget on tour support and kept them out on the road longer. We should have quit trying to force airplay at video and radio and spent more by getting to the consumer directly.
One of the most talked about moments on The Minstrel Show was the elevation of a character named Percy Miracles created by Phonte. Donning a wig and bright suits with fake gold teeth, Percy was a direct descendant of Eddie Murphy’s character Randy Jackson from Coming To America with nods to R. Kelly and Oran Juice Jones. The song “Cheatin” paired the gold-toothed crooner Percy with a spot-on spoof of Ronald Isley–Mr. Diggs–and it was as brilliant as it was funny. There was discussion of releasing “Cheatin” as a single but the group decided against it.
BIG DHO: I remember doing a photo shoot with Percy Miracles. It ended up being on the sampler or EP. We recorded it at Atlantic in one of the side studios. I have that shyt somewhere. One day we were at Atlantic and Phonte left, changed and went around the whole two floors as Percy Miracles. Motherfukkers fell in love with him. He could have sold millions and there would have been no way to reel that shyt in. At the time I was like ‘fukk it, lets have fun with it.” But that woulda been the end of Little Brother. It was too funny. He put Rolo candy foil on his teeth to make his gold teeth.
PHONTE: Once you’re known for something you can’t really break out of that. It’s like the kid OG Maco saying on Twitter that he only did “You Guessed It” to fukk with y’all. Maybe you did, but you still did it. You may have a whole lot of valid points, the fact that you made a song called “bytch You Guessed It” is going to be a straw man argument against you. Nobody is gonna take it seriously from the “bytch You Guessed It” guy. That’s another song that I love for all the wrong reasons, I like my silly shyt too, but I knew if we put out “Cheatin” that would have been the end of Little Brother as we knew it.
I love doing parody records. That’s why I loved doing
“Black Dynamite.” Music and comedy when the marriage is great is fantastic. But with Black music the stakes are so much higher, so you almost need a cartoon to drive the point home. You know this is a joke right? Otherwise it can take on a life of its own.
9TH WONDER: It’s not far from what’s on the radio now but it would contradict everything our album was about. Percy Miracles was like “we know this is an easy thing to like but we’re not gonna give you that.” “Cheatin’” was almost a single and what do you think would have happened to us if that became a single? What do you think they’d want us to do next? It’s like the changing of the Black Eyed Peas. That first BEP album with “Joints and Jams,” then they made a record that took them to another place. I don’t think “Cheatin” would have taken us to that place, but I think “Cheatin” would have taken us to a place we didn’t want to be.
“Fifth and Fashion”
PHONTE: So many of those skits were jokes that started in the van and grew legs and went all the way out of hand. I remember us being on fashion ave and the joke being about how NY n*ggas always got numbered ass streets and you supposed to know where they at. I’m from NC I dunno what the fukk you talking about . Then we came back and said that was the name of our webstore where you could buy all the bootleg shyt. Khrysis would always be getting lost in the city.
KHRYSIS: Fifth and fashion was a long running joke in the crew, too. Sometimes you cleaning up the crib and your left A-1 is missing and you gotta go to 5th and fashion to get it.
“Slow It Down”
Phonte: I loved “Slow It Down” and Darien was on the record. I thought that was the one. Even to this day I still get quoted. “
I want a girl when I want a girl, and when I don’t want a girl I want a woman that understands that.” That shyt gets tweeted to me at least twice a month 10 years after the fact. So imagine if it had been a single. “All for You’” was another good one and in a perfect world that would have been a good introspective (third single). We knew at the time we weren’t going to compete with Dem Franchize Boyz and D4L. But what we can do, if we can’t hit them in the head, we can hit them in the heart. That was the conversation me and 9th had a couple of times. We was like we come with “Lovin It,” then “Slow It Down” then we’d have our fathers in “All For You” video and touch people. That was the idea but it never went past “Lovin It.”
9th Wonder: “Slow It Down” was just…we were just into talking about real life. We had got put in the “conscious” box but we didn’t talk about anything different than Kanye West. He just had a larger fan base. When Te said “When I want a girl, I want a girl…” that says EVERYthing.
BIG DHO: The dance routine came about when we were on The Roots holiday tour one year. We did Philly, NY and maybe one other place. Me, Te and Pooh came up with that backstage one day. I put my choreography hat on. Little sprinkles in the sky. Scud would come out and Darien. It was like a 70s R&B group.
KHRYIS: “Slow It Down” would have been the perfect single. Especially around cuffing season.