LL once said “It’s hard to stay hungry when your pockets are so fat.” True, the need to give your craft 110% can be an exercise in futility when you have revenue coming in from multiple ends. However, all things considered, LL Cool J has never steered too far off course. While he hasn’t always made the best decisions musically (a factoid that he’ll readily admit to), how many rappers can measure up to Cool James in terms of consistency and longevity? 23 years and still counting. If you were born after 1985, what could you possibly tell him about Hip-Hop? Probably why he still calls himself the G.O.A.T.
But even the greats have uphill battles to climb and while LL insists he’s up for the challenge, he knows he has to show and prove on his thirteenth (yes 1-3) album Exit 13. Read along as the living legend who has entire Hip-Hop tour named after one of his songs, shares his formula for creative inspiration and why you can never compare him to Will Smith.
TSS is now rockin’ with the G.O.A.T…
TSS: LL!!!
LL Cool J: What’s happening baby?
TSS: How you doing?
LL Cool J: Every thing’s good, what’s going on?
TSS: Nothing much. Alright, off jump, you have to clarify something for me. How does a rapper, whose FIRST album came out in 1985, escape the “old-school” stigma?
LL Cool J: (Laughs) Yo…(Laughs) Like, I’ve been telling everybody and I think it explains it the best is, I’m not trying to be old-school or new school. I just focus on trying to be classic and making music that I love…and I’m true to. That’s it. I’m not pretending to be 15, not pretending to be a teenager or younger than I am. But I’m not gonna let people force me to be older than what I am either. I’m just being who I am.
TSS: Yeah, because most of the rapper’s who technically would be considered you’re peers, ain’t even your peers know what I’m saying?
LL Cool J: (Laughs) I know man. Look: I’ll be the first one to admit that I’m truly blessed. I think one of the Rolling Stones, one of Mick Jagger’s boys said it best: “My luck ain’t run out yet.” Ya know? (Laughs) It’s like one of them things. Somebody had to do it! I’m just glad it was me!
TSS: No doubt! O.K. This Exit 13 title. What does the name entail? Is an exit from Def Jam or the game all together???
LL Cool J: I’d say it’s an exit from Def Jam but not so much Def Jam in its entirety. It’s an exit from this contract; my current contractual obligation to Def Jam. And it also represents a transition, where I’m going to be helping more artists get on and really focus on that aspect of my career. I did launch a lot of careers, from Foxy Brown and DMX, although the Rap community in general doesn’t really acknowledge it as such because they don’t know the politics behind it. But I definitely launched these artists — and I wanna help more people in that way. So it’s a transition of my “exiting” the solo artist mode and really helping this younger generation go forward with their music. And it’s my deal with Def Jam so we’ll see what happens in the future with that.
TSS: So is this the original contract from when you made Radio? You signed a 13 album deal from start?
LL Cool J: Nah, I signed a 10 album deal when I did Radio and afterwards I was able to get my whole catalog back and signed for a 3 album extension and this is the third album of that deal.
TSS: You think deals like this are set up for the artists to fail? Like looking back, who would have figured you would be around for 13 albums, let alone Hip-Hop music in general?
LL Cool J: Nah, but see it’s incredible that you ask that because now the upcoming artists are so smart and know so much about business that they would probably never sign a 10 album deal. But for me, I remember saying to my mother “Mommy, and they’re gonna let me make 10 albums!!!” (Laughs) Like yo! Like they were like LETTING me do this! It was incredible. I would’ve signed a 25 album deal!
TSS: I mean that’s job security.
LL Cool J: Yeah, I would’ve signed a 30 album deal!!! I was so excited about the idea of being able to make music and live my dream!?!? And there was money for every album in the contract. I was like “Oh MAN!!!” Know what I’m sayin’?
TSS: So what with the transition that the major labels are going through right now, did you have to take classes of any sort to get up on the business since you’re thinking executive these days?
LL Cool J: I took courses in personal finance. I went to a college out in Cali basically to understand to know where the decimal is. But as far as this industry is concerned, I grew up in it. So I have a natural feel for what’s going on. But things have definitely changed when you talk about major labels because with the internet, we’re experiencing a dramatic change in the distribution aspect because everyone can put their ownselves out there. So the same principles apply; gotta have great music, high quality, people gotta love it, but the rules are different. So me having a relationship with Def Jam; you gotta remember that I grew up with this company when it was just me, Russell, an assistant and a sandwich. And now it’s a big building with all these people working there. But I’ve grown just like the company. I got a hundred books and movies so my life has became increasingly more sophisticated as well.
TSS: So you ready for the suit and tie huh?
LL Cool J: Oh no! (Laughs) I’m not interested in having a day job there. I can’t even imagine rolling out the bed, HAVING to come to Def Jam, that would drive me bananas. (Laughs) That would drive me insane, know what I mean? That’s probably why Jay stop coming! It’s too hard, you get tired. (Laughs) Tired in the morning, man I ain’t going up there. Man listen! There’s good press but I don’t know if you wanna get up in the morning and go do that. Tough!
TSS: (Laughs) Man… So some of the changes that Def Jam made, did inspire you to stick around? Like I know you wasn’t happy with the direction they were going in when you did the Todd Smith album.
LL Cool J: Well when I did the Todd Smith album, there was two things: First of all, I have to take responsibility. Artistically, I decided to make a more artistic record, that the hood wasn’t necessarily into and the male Hip-Hop fans just weren’t feeling. And that’s just the reality of it. But that was just an artistic decision that I made, and I’m glad I did it because I got it out of my system.
Also, I wasn’t comfortable with the way the company was treating the record and the way things were happening at Def Jam. But I was very vocal about my opinion and we were able to get Def Jam back in my corner. So everybody made out. I’m just glad we were able to get it poppin’ again.
TSS: So since you got that outta your system, what can we expect with Exit 13 and which one of your albums would you compare it to?
LL Cool J: Well the Exit 13 album is just a pure Hip-Hop album. And when I say Hip-Hop, I’m not talking bout throwback, boom-bap, old-school music. This is an album that a Hip-Hop fan has got to check out. Because you have a guy who just has all the experience when it comes to this music, making music that I feel is appropriate for the present time. I have some records where I focus on wordplay and lyrics and having fun that way. And then I have other records where I’m just being silly like “Baby” and being laid back like that.
TSS: Yeah speaking of “Baby,” I see you have no problem hooking up with the Def Jam artists and getting them in the studio.
LL Cool J: Nah, I love it! I can’t wait to hookup with somebody hot and incorporate it into something that I do. I love it, I can’t get enough.
TSS: So the sound of Exit 13, it’s more harder like the G.O.A.T. album or along the lines of Ten?
LL Cool J: Nah, Exit 13 is probably like, even though it’s a different sound, but in terms of the diversity it resembles Mama Said Knock You Out. That was an album that had like a “Around The Way Girl” and then a “Mama Said Knock You Out” type record, and then like a “Boomin’ System” type record — sounded differently. Mr. Smith was kinda like that too, with “I Shot Ya” and then “Doin’ It,” you know, different types of records. And this record has that too. Because the “Baby” record sounds one way, but when you hear the rest of the songs, it flips and sounds totally different in the flow of the album. It’s hot!
TSS: I hear ya. And speaking of which, I got the mini-bootleg poppin’ but you said you scrapped most of the tracks…
LL Cool J: Oh yeah! Them bootleg tracks runnin’ around the internet are songs that I don’t even plan on using! (Laughs). They wasn’t good enough! Ya know, save your money for the real one (Laughs). But I’ll eventually leak the album online and let people get it cuz I know they need to get it and all that. I’ll do it at some point. I’m not gonna try to hold out.
TSS: That’s what’s up. So with this joint, how important is the fans perception to you? Like is important to you not just to have the ladies checking for you?
LL Cool J: Yeah, it’s important to me to have a lot of people like what I do. As an artist you want people to appreciate what you do. These guys who say they’re getting in it for the money, I don’t even understand how you live like that. I want people to like what I do. I much prefer to have a hit record and make money, than to have a record that nobody likes and make money. (Laughs) Ya know, I want people to like my music! I’m not even gonna sit here and act like I don’t. Or else why am I doing this? I mean that’s the whole point.
TSS: (Laughs) I mean you right. And your longevity basically speaks for itself — 13 albums deep, so if anybody can comment on how they feel Hip-Hop should sound like, it would be someone such as yourself. So with that, how do you view the current climate of Hip-Hop as a whole. I mean you’ve been a part of all the generations but this one is a little different. People are saying “Hip-Hop is dead” or the game is at an all-time low, what’s Todd Smith’s opinion on the matter?
LL Cool J: I think Hip-Hop is in a great place but people have to understand that what someone who is 16 years old and what they are hearing and thinking, compared to someone what someone who is 19 or 20 is hearing, compared what a 30 year old is hearing and thinking is totally different. So what I’m thinking is that the audience has matured but radio still only plays the music for the 12-17 year old crowd. And because of that, you have this generation of Hip-Hop fans that feel like they’re being slighted. Ya know what I’m saying, it’s the older fans, because they can’t relate to a record where some body’s babbling and then they tell you to dance…[Laughs] It drives them bananas and all that! Ya know! They can’t take that! They check for Hip-Hop for a different reason! The young kids, they just wanna go to a house party and dance and have fun. This is my song I like to listen to on my iPod and all that.
So it’s really just a generational disconnect. So I guess the next step is radio to have areas that service that other format. When you’re in your early thirties or late twenties, it’s not that you’re an old person, just a little bit more sophisticated than someone who’s 14 or 15. And you just wanna hear a little more diversity with the music. So I think that’s what the issue is. So I love Hip-Hop. I think it’s in a great place. I think it’s radio that needs to reexamine who they’re trying to service.
TSS: And we should be seeing a shift in the next couple of years wouldn’t you say?
LL Cool J: Oh we will. It’s an obvious wide space for that format.
TSS: Of course. So I remember when you did the G.O.A.T. album, you were listening to a lot of Mobb Deep, visiting prisons, talking with inmates, you know putting yourself in that mindstate to do that kind of album. What put you in the zone for Exit 13?
LL Cool J: Ya know I did that again for Exit 13. I went to Rikers Island. I talked to all the ages, the younger cats, I went to the woman’s house as well. And I got in the zone with a lot of mixtapes, listening and paying attention to what’s out there currently. Because you know, most people think I’m out there in Hollywood, in a bright white chair, sitting in the center of the room, with a candle burning, with oil dripping down my back…
TSS: (Laughs!!!!)
LL Cool J: Know what I’m saying!!? (Laughs) So I guess I dried my back off, blew the candle out, and came back to the hood…Ya know. Stupid shit like that. (Laughs)
TSS: Yeah man. (Laughs) So that’s like a shot to everyone who says you can’t go back home to Farmers.
LL Cool J: Oh, please. Ya know, I go to my hood all the time. I still do that. Because get this: no matter how much money you make, if you have transportation, you can actually get back to your neighborhood, incredibly enough. I know that’s shocking to a lot of people, ya know. I don’t have like a dog collar that shocks me every time I try to go back to my hood, ya know?
TSS: (Laughs) I mean but that’s real talk though. You can’t forget where you come from.
LL Cool J: Yeah, I always go back to Linden (Blvd.), the barber shop, see my man Jay and them. Because those are my people! You can’t be relevant to the people if they’re not relevant to you. Like a prime example: I never would’ve known that it would be wise to do a deal with a company like Sears and put out clothes that were affordable if I was always hanging in the Hamptons with my rich friends, spending $5,000 on bottles. I wouldn’t even know that makes sense because I would be too busy running around with my rich friends. And you still got the ones who think they fly, wanna make slick comments, and that’s because they’re not living in the real world. Like people’s mom’s is using tax returns to get the lights on so I try to maintain my connection with the real people.
TSS: That’s real talk L. But I know you got some movies poppin’ off. Let’s hear about it!
LL Cool J: Oh yeah, I do. I’ve been turning down a lot of movies because I’ve been focusing on the music, but I do have a deal with CBS that we’re working and and God-willing, we’ll be launching a drama sometime next year. But right now, all I’m thinking about is Exit 13. Because I don’t want for anybody to think, for any second, that I’m using this for a hobby. Like people must understand that this is not a hobby for me, I love this. I’m not Will Smith. I mean I love Will Smith, that’s my man, just seen him at the Teen Choice Awards. But for him, Hip-Hop can be a hobby, ya know. For me, I live this, I want this. I wanna do this. So I don’t care how many movies I do with Latifah, freezing in the snow and all that, I wanna do MUSIC!!!
TSS: (Laughs) So how often do you listen to yourself?
LL Cool J: Umm…I don’t listen to my old records, I would be lying if I told you I did. I know who I am, I see myself in the mirror every morning, and that gets boring. I wanna listen to somebody else do some music. I’m excited to hear the new records just like everybody else. I listen to everything. I listen to my new records a lot though. When I first record my new stuff, I eat, breathe and sleep ‘em. Like right now, I’m listening to the new record, still swapping records out if I feel their garbage. So it’s crazy.
TSS: You plan on touring with this album as well?
LL Cool J: Yeah, definitely. God-willing, I wanna find the right situation because I want to do some larger venues. I want people to actually get to see me perform, especially the younger generation. It’ll give ‘em a better understanding on what I’m about. Because when you see me live, it takes it to a whole ‘nother level. And they’ll understand what I’m about a little bit better.
Both:(Laughs)
TSS: So basically Exit 13 is gonna be a real deal, full-fledged album. Not a half-hearted, bow out into the sunset.
LL Cool J: Man, this a complete, real deal album. Like I’ve been saying all along: every body’s not gonna like everything, but your man L will deliver on this one, trust me. Plus, I went out there running my mouth about promotion and all so if I don’t deliver, I’ma be finished! I put my own my back against the wall so I can deliver. I know what it is. I’m clear. Your man is crystal clear B; I do this.
Exit 13 drops September 9th, 2008 on Def Jam Records. View the tracklisting here.
Video: LL Cool J Featuring The Dream – “Baby”
For more information on LL Cool J visit his official site at DefJam.com or Myspace.com/LLCoolJ.
Previously Posted — DJ Kay Slay & LL Cool J Present – The Return Of The Goat
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This guy’s been doing it since I was 8 years old and he is still on top, good looking out Mr Smith!
Nobody can look him in the eye and say he ain’t the greatest. Is he my current personal; favorite no but was once my favorite of course. He’s truly one of the best that ever did it nobody can question that.
Damn 23 years, sounds crazy when you think about it. Good interview…
BTW Linden (I’m assuming he meant Blvd not the town in Jersey) is in Queens (and BK) son, not Staten Island…
“Back in the day, on the Blvd of Linden… “- A.T.C.Q.
RMF…
Ladies Loves Cool James !
i just hope that
Exit 13 ain’t fo ladies
i wonder how many times he licked his lips during this interview. PAUSE
What’s Tropic Thunder quality?
LL’s first cd dropped a few months before I was born. Crazy.
@ dirk…whoa I hop that really wasn’t on you mind..LMAO
LL been big for a while… His deal was no worse than Prince’s, MJ’s or anybody on Motown. All them cats got screwed. 10 albums? 10 times you gotta recoup and reup. 10 budgets you gotta reconcile and zero-out. 10 chances for labels to cook your books and front on unit sales. He probably didn’t start seeing real serious paper till late- late 80s/early ’90s at the earliest.
But he’s your classic battle emcee-made-good story. top 10 for sure.
yeah, ‘member in belly when DMX n Nas walked down linden to call Xs house after the feds came
yeah Bigger and Deffer and Mama Said… are two of my favorite albums of all time….big props to LL, some of his recent stuff hasn’t been up my alley but i’m gonna be checkin for Exit 13, especially if it’s similar to Mama Said…
great interview. i’ve questioned some of the cool j’s moves in the past (ex: the “Baby” record), but regardless, dude is a bonfied boss in hiphop and has definitely done his thing in regards to being relevant no matter the year and/or subject matter.
…and as much i don’t like the “Baby” record, my girls does..and ain’t that point for him? to gain some radio spins and buzz. and while i’m up here bitching about the song, if i’m at the club and my girls wants to dance to that song, i’ll have my scraggly ass right behind her dancing to the beat.
gotta love it.
fuckin hurricane Fay bout to hit Florida…
my daughter’s school is closed 2moro cuz their usin it as a shelter…eva since we got smashed with those 4 major hurricanes a few yrs back people get so paranoid….this hurricane is gonna be weak. we had a hurricane called Jorge hit us about 6-7 yrs ago and every1 evacuated….me an my homies posted up in the hood and had a dope ass party….all those people evacuated for what turned out to be just some heavy rain and 40 mph winds…
i don’t know how yall do it down there, knowing ur gonna get blasted every year…but you’re right, people be over-dramatizing the shit most of the time
@Dirk,
i’ll be praying for your fam/community. I just got out here to Cali full-time and am enjoying earthquakes. My hometown of Chicago is the new Dodge city–even the cops is packin’ m4 carbines now.
Bullets and 20 degree below cold to ground crumblin and rollin’ power outages… man i can sure pick ‘em.
be safe bruh!
damn..its ashme ppl nowadays downplay his meaning towards hip-hop..good shit
yall make feel better bout livin in texas..we jus got humidity out the ass(hurricanes only affect the coast)
not all of TX…Port Arthur (home of UGK) got hammered pretty bad by Katrina and Rita didn’t they?
Estelle ft. Cee-Lo – Pretty Please (Video):
http://www.youtube.com/watch?v=Ey4mwqzZ7m0&eurl=http://2dopeboyz.com/
San ANtonio is pretty safe tho(thats where i live) houston has alotta bs wit it fuccn cops harras my ass like crazy(houston is my 2nd home)
from a fan’s perspective, I’m jealous, man…
That’s Mr. Gimme That Walkie-Talkie, I’ll Crush You Like A Jellybean, Tina Got A Big Ol’ Butt, Jingling Baby, I Fell Good About Kanday, I Need A Beat, Jack The Ripper, When I’m Alone In My Room, She Gave Me a Peach And Said She Liked The Ocean, My Hat Is Like A Shark’s Fin, Don’t Call It A Comeback Smith…
‘Nuff Respect!
someone have itunes o like dat
..bonus… ice cube raw footage ?
peace
^^^ dude is a fcukin legend…been listenin to LL since i was like 6-7 yrs old…like i said, his newer shit aint really my twist but his old albums will always be classics to me…radio, b.a.d., mama said, walking with a panther
yeah man, Florida has crazy heat/humidity and massive storms every year…i damn sure wouldnt still be living here if my daughter wasnt here. the last major hurricane we had resulted in me having no power for 5 days…i was dyin! sittin in my car parked in the garage listenin to CDs only kept me goin for so long…plus it was hot as fuuuuuuuuuuuck.
REMINDER # 2:
TSS FANTASY FOOTBALL LEAGUE DRAFT IS THIS WED, AUG 20th @ 10:00 PM ET
LL Cool J is hard as hell!!!!
Still brings the wallflowers to the dancefloor.
from a fan’s perspective, I’m jealous, man…
That’s Mr. Gimme That Walkie-Talkie, I’ll Crush You Like A Jellybean, Tina Got A Big Ol’ Butt, Jingling Baby, I Fell Good About Kanday, I Need A Beat, Jack The Ripper, When I’m Alone In My Room, She Gave Me a Peach And Said She Liked The Ocean, My Hat Is Like A Shark’s Fin, Don’t Call It A Comeback Smith…
=======================================
lol…. you forgot the pink cookies in a plastic bag.
I’m jealous too. Thanks for doing this interview. Its hard not to like a hip-hop icon like LL.
southern humidity during massive storms = Wu-Tang
nothing to fuck with
I think the fact that LL is still out there, makes people marginalize him.
Remember when your uncle would jump over a car and you thought he was a god…but if he tried that shit now he’d break his hip, and thats not a good look. Embrace the legend and retire, these rappers need to know when to ride of into the sunset.
Oh yeah
Hurricane Party at Wit-E’s crib! haha
I miss hurricane partys, im actually lookin forward to this storm. I don’t think there’s any other natural disaster you can throw a party for.
Word up TSS!!! Doin it real big y’all! Peace to y’all and peace to the G.O.A.T.
I don’t think there’s any other natural disaster you can throw a party for.
ive neva lived up north, but im sure they have some blizzard parties up there…i sure would if i stayed in an area that had snow storms.
Yo Wit-E! You really think this is hurricane is coming at us or what?
Sheeeit…. Blizzard party???? LOL
When the below zeroes hit up this way, mofos go into seclusion, hibernation and all that other ish eskimos do. When I see cats in the spring for the first time in months, we dap each other up like we just came home from doing a bid…
…but you’re right, people be over-dramatizing the shit most of the time
======================================================
Been through a Hurricane or two before..I rather those fucks over dramatize the shit to get you out to the supermarket buying all the milk and bread then to be caught with my dick in my hand.
Great interview, TC! I usually dislike LL’s arrogant “Hollywood” attitude, but in print, He comes off a bit more earnest.
One minor issue…
Why no mention of LL’s “partnership” with Curtis? It seems to be more Freeway than Mobb Deep, but I kinda wanted to hear LL’s take on it.
u neva had blizzard parties? if ima be locked up in the house for days or weeks at a time…id prefer to be with some homies and females than dolo….
and i guess ur right Doug, ive been caught out a few times with no food, gas, or $$$ in a storm an been assed out….that year we had the 4 major storms in the 2-3 month period i had just copped groceries afta the 1st 1 and lost power for sumtin like 5-6 days an lost about $200 worth of food….i was pissed.
heres a dope site:
http://milkcratebreaks.blogspot.com/
@OED
You aint lying! Depending on how cool you are with somebody, you might not see them for 4-6 months out of the year because of the weather.
Sidenote: my first hip hop record was LL’s “I’m Bad”
Great job TC, but a little more insight into Exit 13 would’ve been nice. Ditto Amp.
cool j ain’t top twenty ??
this customer just told me i sound identical to wayne newton, shes in love with my voice, and she thinks i should become a wayne newton impersonator and move to vegas. lmfao.
G.O.A.T. naturally. Even though I think Jigga is better, even he has to bow down and show love to LL. Between his longevity and consistency there’s no one who even remotely compares.
@ Tru School, all the tracks show it as a direct hit for us. unless it makes a major turn (which is very possible) id say we are in for 2 days of heavy rains and some decent winds.
Crazy old people are hilarious. btw E, I sent you an email.
But content wise, LL has always been kinda mediocre IMO. LL can rhyme, that’s a fact, but has he ever really gone deeper than the superficial “rapper” standby’s? Don’t get it twisted though, LL is top ten just on the strength of the fact that he’s outlasted every other MC from his generation.
Bun B will be doing a round of free shows with SCION THIS week, starting TODAY in North Carolina. Bun will also be doing free shows in Atlanta, Houston and Austin all this week.
For more info and to sign up, visit:
http://www.scion.com/livemetro/
man…my job just told us we dont have to work 2moro due to the hurricane…which sucks ass cuz i was already scheduled off 2moro…i coulda got an extra day off this week…
^^^ that’s beat
I’m gonna rub strawberry cream sauce all over your patellas, ugh! Then I’ll cop Exit 13 and slide it in between the crack of your ass, ugh! Then I’ll take pictures of my microphone tattoos at the gym while listening to “Baby” on my Walkmen, ugh! Then I’ll lick my lips because Def Jam still lets me into their offices, ugh!
Good Interview u shoulda used that other half naked pic though-lol
U know LL for the ladies but I got it he wants this one to reach the masses……
I hope he does get some commercial success and it was cool hearing his opinion on leaking it, so TSS is gonna get it first right-lol
saw his clothing line in the store today, thats some wack shit…
I thought you interviewed LL…why we got my pic up there, then?
Good Interview TC. Props to LL.
LL GOAT J
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