NAUGHTY BY
NATURE

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OZONE recently had a chance to talk with Vinny of Naughty by Nature to get all the details on their new album, upcoming tour, and other side projects.
Your new album, which dropped May 7th, is called "Iicons," why the two "I"’s? Does that represent you and Treach?
The two "I"s is our clique. We have our roll dawgs from Inglewood, California, that’s one I, and we’re from Illtown, East Orange, New Jersey, and that’s the other I. That’s our crew, we call ourselves the Double I Click.
The word "Icon" obviously represents someone that people look up to. How do you handle being a role model?
I just try to lead by example. I realize that a lot of entertainers think it’s not their problem, but I realize that there is a responsibility when you have masses of people watching you, especially kids who are influenced by you. There is some level of responsibility, so I just try to do my part.
Do you try to reflect that in your music also?
Yeah, all the way across the board. We cover the whole spectrum in our albums. It’s not like we don’t use profanity, because as adults we do have our days. But as entertainers, the singles we tend to release are child-friendly, at least PG-13 (laughs).
What are your current plans for promoting the album?
Right now, we’re working on the Nelly tour. They’re routing it right now and the promoters are bidding, but it’s pretty much confirmed. That’ll be the biggest thing we’ll be doing this fall.
In the first single off your new album, you say you "invented party anthems." Which artists out right now are doing a good job of keeping up that party vibe?
Ja Rule, definitely. He’s been doing his thing for a while now. P. Diddy is the master of parties these days. Dre always keeps the head moving. Busta Rhymes is also a party music pioneer.
The first single off your album, "Feels Good," was a collaboration with 3LW. How did that come about?
There was a guy named Charles Dixon who worked here at TVT Records who had a repoire with their management, and he asked us to do it. We worked with Monica before, Aaliyah, Illegal, Youngstas, so we’ve worked with lots of younger artists before. We knew people wouldn’t understand it at first, but after we put in work, they’ll get it. Of course, some people will never get it.
In the music industry, things change so quickly. As an artist, how do you manage to stay consistent with your sound and at the same time, keep up with the trends? How have you managed to attain longevity in the industry?
I think we’ve carved out our own niche with the party joints and the feels-good type music. A lot of hip-hoppers try to be so hard that there’s nowhere for them to go afterwards without being accused of being a sell-out. They come out too hard, and then they can’t come back with a lighter record because people will wonder where that came from. With us, it’s sort of a contrast. Our music is sort of light, but our image, for Treach in particular, is harder. We’ve been able to ride that fine line. That niche is always there for us, and when we come out, people will always expect a party record from us. The only thing that’s really hindered us has been our consistency over the years. We had internal problems, with the third member, KayGee, leaving, and it was all a build-up. We’re back on track now, and we’ll be more consistent in the future.
I’m sure it was hard having three members in the group, dealing with different egos and different personalities. Do you anticipate anything similar happening with you and Treach, or is there a good chemistry between you?
There’s good chemistry, but just like any partnership, we do bump heads. The only way to get around that is to be a solo artist. But some solo artists are even fighting with their own heads! That’s why you have Mariah collapsing, Janet Jackson beating herself in the head. It’d probably be easier if they had a partner to go back and forth with, to hash shit out. Whether you’re by yourself or in a group, there’s always things to work out. As far as me and Treach, we’re pretty much on the same page but sometimes we have differences of opinion.
You both have pursued other types of solo projects in the entertainment industry. What’s in store for you personally?
I’m going to do more voiceovers, and get more involved in television, hosting and stuff. I don’t necessarily have a passion for acting, but I am going to work with Treach, like how Ice Cube is doing it, developing our own stories, finding financing, and getting our own movies produced. I plan to get more involved in television and film, but on the production end. I’m more interested in that than actually acting.
You mentioned earlier that your inconsistency has hurt you over the years, in the eye of the general public. But, as an artist, is it important for you to have time off?
Well, for us, our inconsistency was kind of forced up on us with all the internal drama. We had no control over that. But, there is a fine line. When you don’t have problems, you can become oversaturated. If you’re too consistent, people will get tired of you. You have to balance it out - work, then take some time off.
When you do have time off, what do you do with your time?
We tend to get involved in other projects. Treach will do more film work, and I’ll tend to do more family-type things. I do real estate on my time off, but primarily it’s dealing with the community.
What types of things do you do to help the community?
I mostly go into schools. I work with the local PTA, the Recreation Department, our Board of Education in East Orange, the Mayor’s office. I run all over this place (laughs).
KayGee, your former producer, is no longer a part of the group. How did that affect the sound of the most recent Naughty by Nature album?
Really, it was better, because we got to work with guys who had a passion to work with us. A lot of producers were like, ‘Oh, shit! We get a shot at Naughty?’ Because, historically, we had kept it all in-house. If Kay didn’t do it, we wasn’t messing with it. That alienated us from working with a lot of producers. Now that he left, we opened up the floodgates. The process was faster, because instead of one guy trying to produce a whole album, we had a bunch of producers working with just one group. The whole process was faster and more creative, with lots of different flavors coming together.
What’s the status of TVT Records and Naughty Records right now?
We have a production situation right here which is still developing. We’re gonna do a solo record on Treach, and get our boys The Rascals back on board. I have a couple artists in the studio right now that I’m working with to help develop them.
When you’re looking to sign an artist, what are you looking for?
Basically just self-containment. We got put on by Queen Latifah and the Flavor Unit, and when we came to them, we were totally self-contained. We had already been through the local club circuit and had a following. All we needed was the outlet, we needed to get our music distributed. When we’re looking for artists, me in particular, I’m not just looking for someone who can just sing, or spit some bars. To me, a person who’s never been in the local clubs and has never been in the studio is just lazy. The more work you put in, the better.
Photo and interview by Julia Beverly