What's up, from Complex News, I'm Beija.
This week, the world will finally get to hear Jay-Z's fourteenth studio album, 4:44.
Jay's got a lot to cover—it's been four years since his last album, and he's gone
through a lot.
There are two new babies, a slew of new business deals, and an album called Lemonade for him
to address.
Luckily, he's picked one of the best producers in the game to help him out.
No I.D. is a Chicagoan whose roots run through twenty plus years of hip-hop.
He's famously partnered up with Common, mentored Kanye West, and produced for Jay,
Nas, Drake, and Rihanna, to name just a few.
And, when he's not making beats, he's shaping the industry: No I.D. has also been
a record executive as President of Kanye's G.O.O.D.
Music, and a high-up at Def Jam and, currently an Executive VP at Capitol Music.
With 4:44 almost upon us, here are some little known facts about the Chicago producer, label
president, and visionary to help put into perspective why Jay's next album could also
be one of his best.
1.
No I.D. got his name from his producing partner, Twilite Tone.
No I.D. started out his career as part of a duo called Two Piece Dark, as explained
here:
2.
The first song Kanye played for No I.D. was called "Green Eggs & Ham."
In an interview with Billboard, No I.D. explained his first time meeting a teenage Kanye West
what it was like, saying,
"The music wasn't good and he was only 14 or 15.
But [West] took the advice I gave him and it multiplied with a new perspective.
That's why I'm betting on the new generation—I can teach them everything I know and they
can expand on it."
3.
No I.D. was paid $1600 to produce eight songs on Common's debut — (Grammy Pro)
Hey, it was 1992.
Remember, never let anyone value your art at zero dollars.
Always get paid, just like No I.D. did for producing on Can I Borrow a Dollar.
4.
No I.D. helped influence 808s & Heartbreak through a branding experiment — Complex
Kanye's 2008 album 808s & Heartbreak remains one of his most divisive and innovative works.
Besides the music, his fourth studio album was also groundbreaking for its fully realized
aesthetic.
Everything from the KAWS designed album cover to West's fashion choices fit together like
pieces of a puzzle.
Part of Kanye's look at the time came from No I.D.
In a 2011 Complex interview, No I.D. said:
"I grew out my beard and started wearing old sunglasses all the time and I grew my
hair out.
Kanye would be like 'Yo, what are you doing?' and I'd say 'Cocaine 80s.'"
"Cocaine 80s was my concept, but Kanye dove deep into it himself.
It wasn't 'Hey, I want to take this style,' it was more 'Can I make this work?'"
5.
No I.D. challenged Kanye to make "Otis."
When No I.D. heard some of the initial recordings for the project that would become Watch the
Throne, he wasn't impressed.
And so he egged Kanye into producing the beat for "Otis."
As he told XXL in a 2012 interview,
"I kinda didn't agree with the direction that Watch the Throne was going, because I
felt like y'all were two of the best that did it as far advancing, pushing the bar,
the envelope of what hip-hop can do and is.
And I felt like some of the songs were copping out a little to me."
"I get the co-productions, but how you gon' do an album and you don't go to the machine
and do one beat by yourself?"
Kanye stepped up to the plate and made "Otis."
6.
No I.D.'s biggest studio pet peeve?
Recording.
During No I.D.'s Soulection Radio interview, the show's host asked him his biggest studio
pet peeve, and No I.D. kept it real, saying
"I hate filming in the studio….We're in this era where the digitization of art
is diminishing its value."
So, if you get a chance to record with the legendary Chicago producer, leave the phone
at home.
For more on No I.D. and his forthcoming contributions to Jay Z's album, keep it locked to complex.
For Complex News, I'm Beija.
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