Talking to people from the heart matters, and it's unfortunately something brands have forgotten about. Celebrity endorsement deals try to gain recognition for brands, but at their core, what matters is if the celebrity truly backs the brand.
I collaborate with Tidal because they're for the artists - the up and coming artists and the O.G.s in the game. It's like a home, the only place we have for the artists to find support.
I love the quality of TIDAL. I appreciate what they're trying to do and what they're trying to accomplish.
It feels like Gangstarr is the purest group in hip-hop. They was shooting videos on the beach in the winter when the water was ice. Razor-blade music.
We took Big Pun, a 700-lb Spanish guy, one of the greatest rappers ever, and made him a sex symbol. Women would wait on line to kiss him.
Pun was just a natural-born genius with music, and he basically taught me so many tricks on how to make better music, even though I was the one that discovered him. He was so far advanced than me; he taught me a lot.
