You don’t get the nickname “the monster” by sitting around and letting things fall into your lap.
When Swizz Beats burst onto the scene in the ’90s as the main musical force behind the Ruff Ryders, when the sky was the limit for the young super producer. A few years passed, and things cooled off slightly leading to Hip-Hop heads quickly branding him as a producer who came and went with an era.
Unfortunately for the haters, Kaseem Dean wasn’t even close to cementing his legacy and burst back onto the scene stronger then ever. Hits by T.I. and Cassidy put the world on notice that Swizz was back.
Swizz has a creating a library of music that most dream of, but according to the producer, he’s not even close to being done. He’s rounded up Bone Thugs N Harmony and says its a matter of time before they return to the top of the rap game. His Full Surface imprint has Eve and classic Cassidy material ready to go.
While many in his position may take a step back and enjoy his status, Swizz continues to grind harder then ever. With a strong battle plan and a world class army behind him, Swizz is on a mission to prove to the Hip-Hop world he is the biggest monster of them all.
AllHipHop.com: How would you describe Cassidys energy, when he was back from jail and in the studio with you for that first little bit?
Swizz Beatz: His energy was perfect. He was just in his zone. His album is finished, its crazy. [With the accident], its like, What the hell?
AllHipHop.com: Where were you when that happened?
Swizz Beatz: I was in L.A. I had a feeling something wasnt right.
AllHipHop.com: Because youve helped so many rappers make comebacks, I wanted to get your opinion on a few comebacks throughout Hip-Hop history. I wanted to start with your thoughts on M.O.P. with G-Unit
Swizz Beatz: Aw man! Um I think the comeback of M.O.P. couldve been a little stronger, being that Im a fan of M.O.P. [as in] How About Some Hardcore and all those records. I just feel that it shouldve been the focus more, to really, really make it an official comeback.
AllHipHop.com: How about Rakims days with Dr. Dre and Aftermath?
Swizz Beatz: Um he never came back. He was supposed to, but it never did. It wouldve been crazy. Its hard to bring back people that have so many god damned hits. How the hell do you top Eric B. For President? How do you top How About Some Hardcore? You see what Im saying?
AllHipHop.com: But you have that challenge in Crossroads and bringing Bone Thugs N Harmony back. Things seem like theyre rollin. How did you hook up?
Swizz Beatz: Shoot, we just hooked up through my A&R at the time, which, at the time, [I told], I want a group. I dont wanna do too much artist development, which Id been doing a lot of at the time. I wanna just get some writers thats special. [He said,] What about Bone? Shoot, they available. The next thing I know, Bones manager is in my office at four oclock in the morning. We just embraced the conversation like, Yo, this s**t can go to the next level. I think that were ready for war.
AllHipHop.com: How have you meshed in the studio? Their sound has always been primarily built upon DJ U-Neeks work, and a lot of their chords wouldnt seem to be associated with your sound.
Swizz Beatz: Its been [more about] Bone gettin into they zone. Even with the producers and stuff like that, I let them work with whoever they want to work with. Cause theres a certain sound people want from them. They work! Were trying to pick out [an album] from 40 tracks.
AllHipHop.com: Is it true you spoke to Jimmy Iovine about making this a potential double disc?
Swizz Beatz: Its something I wanted to do, [but theres] complications. Its a money thing. It makes costs go up for everybody and everything. I said, Okay, f**k it. We wanted to do a Thugs side and a Harmony side, which I thought was crazy.
AllHipHop.com: Was it a concern that the status of the group is so shifty? Flesh is locked up, Bizzy is gone
Swizz Beatz: No.
AllHipHop.com: You guys just released Just Vibe to a very positive response on the radio and online. Who produced that record?
Swizz: Just Vibe is done by Pretty Boy.
AllHipHop.com: Some people, in Bone fan circles, are calling you the new millennium Eazy-E for the group. How does that make you feel?
Swizz Beatz: Man, its a blessing. Cause Eazy-E, he did some millions with them. Im not mad at that. Plus, what Eazy-E was to them, he was guidance. Guidance in a group is something that they need. What youve been seeing is a bunch of Bone songs all over the place, and projects all over the place. Nobody really be sayin, Hold up, stop one damn second. Lets make history. Lets put our minds together and make classics.
AllHipHop.com: With Koch, the marketing never seemed to be there. Not since Ruthless and Relativity has anybody really stood behind these guys. With Interscope, whats the plan?
Swizz Beatz: Were gonna come with a movie. This is a movie. Were doing a movie with the album. The Bone movement is gonna be crazy, and people gonna have a movie to see. They gonna understand what they been missin, and [Bone is] gonna get they just due. Theyre underrated. Layzies spazzing out on tracks. Krayzie be gettin on other peoples songs, and just killin em. Wish can cut through the vocals.
AllHipHop.com: Why do you think they dont get the respect?
Swizz Beatz: I dont even know, man. They never went mainstream with it. Wu-Tang, they had a chance to get mainstream exposure. It all happened so fast and so quick for Bone, that a generation missed it. When theyre bringing up the names and asking people [about groups], theyre overlooking Bone because theyre songs are so f**kin big. But trust me, after this album, theyre gonna wake up and smell the f**kin coffee.
AllHipHop.com: You just released a Tupac and Krayzie Bone track to L.A. radio. You also did the Biggie Duets record. How does that feel, when you sit back and look at working with posthumous projects?
Swizz Beatz: Im like, S**t, all that for me? Then, its like if I can do Bigs, why not Pacs? But it had Bone on it, we tryin to work on [our] situation. It was just perfect.
AllHipHop.com: With Bone at Interscope and Cassidy at J, where is Full Surface now?
Swizz Beatz: The official situation is at Interscope. Cassidy, hes over there at J. Just because they supported him while he was locked up, I didnt wanna pull the whole thing.
AllHipHop.com: Eves next album is a split-venture from you and Dre. Hows that coming about?
Swizz Beatz: Its crazy. Shes delivering. Shes working hard. Shes looking good.
AllHipHop.com: What about DMX? After doing this last album, how do you feel about it?
Swizz Beatz: I thought it got off to a good start. But then the momentum, the internal conflict with the label, and it kinda threw it off. It fell back.
AllHipHop.com: Wheres he at right now, to do what?
Swizz Beatz: I dont even know. You never know. Hell go [away], then come back with like 10 new songs. S**t, it just be like, What the f**k? I thought it was a wrap.
AllHipHop.com: How do you manage to do all this work and keep up a car dealership in Las Vegas?
Swizz Beatz: Its hard. Clubs, dealership, clothing line all of that. Its all under the same umbrella, but its about having the right team in place.