What are you guys working on right now?
Narc of Do or Die: Well, right now, we’re concentrating on our album which is coming out February 1st. Kanye West produced our first single, “Higher,” that’s what we’re focusing on now for radio.
Tell us about the album – guest appearances, production, and so forth.
Kanye also did another joint on the album. DJ Quik did something for the West coast, we’ve got my man Scott Storch who did the “Lean Back” beat, the legendary Traxter, and we’ve got Sasha and Bounty Killer on the album. It’s off the chain. Right now we’re closing it off with Twista, so you know there’s gonna be some heat on the album. We’re taking it to another level, with experience we’re taking it to new heights. It’s more commercial but we know we’ve got the streets covered. We can’t leave the streets behind because that’s where Do or Die came from.
How did you hook up with Kanye West for your single, “Higher”?
Kanye used to live out on the South side, where I live. We did some work with him previously, but it was never out in the public. We flew out to L.A. and walked in the studio and Kanye was like, “Yo, I got the perfect single for y’all! Let’s make this happen!” We took it and ran with it. Good success.
Is there a video out for “Higher”?
The video is out on BET and MTV2, so call BET and request it. The concept behind the video is just showing the people that Do or Die can take it to another level.
Do or Die has never really gotten the recognition you deserve – how do you plan to make up for that now?
It’s like they say: the cream soon rises to the top. You can’t hide the cream cause it starts at the bottom, but at the end it rises to the top.
How many albums has Do or Die put out?
We had five with Rap-A-Lot, and then we put out a greatest hits album, so this will be our seventh.
How do you continue to stay fresh and passionate about music after putting out seven albums?
Loving the game. We also keep God first, but we have to keep the love for the music and stay aggressive with it. We hear other people doing what we were doing, doing our style, and we don’t want to let them get away with that. That’s why we’re coming back. We appreciate them keeping the music game warm for us, but we’re back.
What do you think of Kanye and Twista’s success in such a short period of time compared to you? Do you feel like you were left behind?
We weren’t really left behind, we were just in the lab while they were doing their own thing. We respect Twista and Kanye for doing what they’re doing because they’re keeping the attention on Chicago. We’ve never had attention on Chicago like that, especially in the rap game. We’re trying to cling on with Kanye and Twista to keep Chicago out there.
Lots of aspiring artists idolize you, especially in Chicago. What words of wisdom do you have for them?
First things first, Do or Die are pioneers. They recognize that all over the world. Jay-Z and all them give us big ups and say we’re pioneers. So us as pioneers, we tell our peoples to stay ahead and keep their business right. Don’t never quit, cause Do or Die never quit. You’ve got to get your music and your business together for something to really happen for you.
How is it working out for you with Legion Records?
We came in on a 50/50 deal. We’ve got fifteen years of experience in the music game, so we can politic with anyone. We came in half and half with Rudy, he’s the CEO of Legion Records. Rudy was doing real estate but he wanted to get into the music business. He met me up on 87th at one of the clubs and we decided to make it happen. This is our dream.
Do you plan to sign other artists?
Yeah. Do or Die is coming with a new label so we want everyone to keep their ears close to the radio stations. We’ll soon be looking for new artists in Chicago.
What’s keeping Chicago in the limelight right now?
Well, you’re lookin’ at ‘em right now, you know what I’m sayin’? (laughing) What’s keeping us in the limelight is that we’re putting out all the hot music. The Kanyes and Twistas are keeping us out there, and of course R Kelly, he’s the main man. R Kelly said he wants to start working with Do or Die and other artists in Chicago. That’s gonna start a trend and help keep Chicago artists in the limelight.
How do you think hip-hop has changed since you first got into the game?
The hip-hop game has changed cause now it’s more about beats and hooks than lyrics. The South has really taken their sound to a new level. This is the Southern world now. Kanye and Twista have taken their sound to a new level and created the Chicago world. It’s kind of up and down right now, with the South and the Midwest.
Do you plan to have any Southern songs on this album?
You’ve got to know that the South was Do or Die’s biggest selling area. We went gold in the South alone without the Midwest. That’s kind of crazy, since we should have gone gold in the Midwest without the South. Right now we’ve got a lot of songs catering to the South, the West, the Midwest, and the East coast, so the album’s off the chain.
Do you look back on tracks like “Po Pimp” and feel more pressure on yourselves to match the classics you’ve already put out?
Naw, not at all, cause what we try to do is be creative. We know we can master that “Po Pimp” track, but what we try to do is get a little more creative and not stick to just one sound. Going down the line, we might come back with something similar. Like, we came back with Back to the Game with that same Do or Die formula. But, this album here is on a whole new level.
Are there any particular DJs that have helped push this single?
Man, all the DJs – South, East, West, and North. Everyone’s helped us push this song to over 1,500 spins. It’s one of our biggest songs right now. What we’re doing right now is working on the R Kelly song and the Twista song so we can keep the fire going.
Have you selected a second single?
We’re not sure yet which song it’s going to be, but I guarantee everyone’s gonna love it.
Who were your musical influences?
I used to be in love with the New York cats like Rakim and Kool G Rap. Later it was Scarface and my main man Dr. Dre. Lots of cats influenced me. Tupac and Biggie, of course. They helped give the music game new trends.
Anything else you’d like to say to your fans?
Do or Die loves you. Keep us in your mind and we’ll help uplift the entire Chicago area.
- Rohit Loomba, poombster@yahoo.com
