On attacking "gimmicky" Auto-tune use:
A trend is a trend. I follow trends. I set trends. Now, when a trend becomes a gimmick, it’s time to get rid of it. As far as hip-hop. Like, when they were saying “bling bling” on CNN, it’s time to never say that word again. It was just about the aggression of everything. I saw everyone, ’cause it was successful, following one path. You turn on the radio, and that’s all you hear. I’m not saying I hate T-Pain. What I’m talking about is a trend that’s becoming a gimmick. And if we continue down this path, we’re going to open the door for another genre of music. Same way when rock was doing hair metal it opened the door even wider for hip-hop to come through and put rock music in trouble for 10 years and more. Right now, there are a lot of indie bands coming out, which is making rock more exciting: the MGMTs and the Kings of Leons. You keep messing around, making generic music, people are going to start turning off one at a time. And if these guys [keep] making great music, guess what? [Fans are] gonna go to them. If you look back in the history of music, that’s what happens all the time.
On being conscious of his position as someone who stretches the subject matter in hip-hop:
Whether Kingdom Come was your favorite album or not, “30 Something,” you have to deal with that subject matter [in that song]. If [the target audience is] 15 to 25, that’s too narrow. What am I going to listen to at 26 and beyond? That’s a quarter of my life. That’s such a small slice of the pie. We have to expand the genre. I would love to listen to hip-hop all day. Of course, now there are other things making their way into my CD changer or iPod, because of the lack of material. It doesn’t speak to me. Everyone is speaking to the kids, thinking that’s the key to success. The sad part of it is that all these [rappers] saying it are 30 years old, at least. Sometimes 35. It’s misleading. It’s that lack of growth that will keep us in a certain place.
I think that, as long as the heart is in it. Because even if you miss it, it’s art. Like, Kool Keith, he may not sell any records, ever. But I think his type of art is needed, and there are people who follow his music.
On making "D.O.A. (Death Of Auto-tune)"
It really just happened in the studio. We were just having a discussion about the game and music and where everything is going. So No ID plays this track, and Kanye jumps up. Actually, Kanye gave me the idea. He jumps up and is like, “Man, this is hard. This is against everything.” I don’t know if he knew where I was going to take it, but he sparked the idea. I came back the next day and did the record.
Super keen yes. A bit more here.
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