Quote

Times were changing. Clothes were changing. Morals were changing. We went from romantic loves songs like I used to do to rock 'n roll. Now that has changed to rap. So, there's always a new generation with new music.

I realized how far-reaching the effect of hip hop was when I walked by a jewelry store named Bling in a small, rural town in France. Hip hop has made a huge impact on urban culture. Yet many brands still don't speak to young people in a tone and manner that's representative of them.

The only time I ever really got into rap was back in the early '90s, and bands like A Tribe Called Quest, De La Soul, Gang Starr. Musically, they were really interesting. But when hip-hop acts start sampling Sting or Phil Collins, then I just don't get it at all.

Rap is always evolving. It's easy for the old school to hate the new school, but it's a music that got a little stifled I think, by the Internet a little bit.

Sometimes you have the trends that's not that cool. You may have certain artists portraying these trends and don't really have that lifestyle, and then it gives off the wrong thing. And it becomes kinda corny after awhile. It's really about keeping hip-hop original and pushing away the corniness in it.

Why shouldn't rap be esoteric, able to take in current events, history and criticism? I guess it's this old idea of containment - that rappers, because they're black, can't and shouldn't aspire to look outside the ghetto for influence.

There's so many people that follow the trend, and then it gets to a point where it gets a little stale. So, in music; I mean, whoever's the new trendsetter, that's who people follow.

The roots of rap are originally ghetto-ised or extremely working class. So when you're an artist who's making something which isn't how its mainstream appearance should be, there's always these strange questions of authenticity and what you have to do to be 'real' as a rapper.

When I was 13 years old, I was dressing in a rap style. And then I changed schools, and the rap style became old-fashioned, so I changed it completely.