To be honest, I didn't really get into making music to be an album artist.
If I wanted to contribute to the hyphy movement, what good is it making a hyphy record that isn't embraced by that community?
I've always been compared to people. It's a revolving cast that comes and goes - obviously, sometimes people stay.
I'm not going to get on any anti-corporation soapbox to an extreme level.
I remember when the big shift happened in 1996-97, when suddenly it dawned on the music community: 'We should license our music to commercials and sell out for all intents and purposes. It doesn't really matter.'
There's any number of DJs who have inspired me over the years. I don't actively go out in clubs, so I can't tell you if there's some hot new talent out there who everybody's aware of but I'm not.
Everything right now tends to be the same and very aggressive, and I think people are getting a little burned out on it.
I think one of the things about ageing is the jagged peaks become a little bit mellower...? Heheh. And I feel like I'm able to understand a little bit better where that sort of tack comes from.
Incidentally, the very, very first review that James Lavelle and I saw of Endtroducing was very negative! It was in The Wire, and the context of the review was that, you know, Mo'Wax was so far behind Ninja Tune. Heheheh. And people wonder why there was this sense of a feud between labels! We just kind of looked at each other and we were like, 'Oh, well, let the floodgates open!' But, not to be facile, that was literally the last bad review I ever saw for that album.
I just felt, at the time, a little bit relieved, because I was kinda counting the days: 'Come on! Let's get these records into people's homes - nobody will ever be able to get them all back, and it'll be an artefact out in the world.'
Sometimes there's this balance: if you try to clear 10 things you'll probably get lucky and be able to clear most of them, or all of them; try to clear 20 things, in my mind there's gonna be at least one issue, maybe two - and then that's when it starts getting into either re-recording stuff, or you've got to take that song off.
The story I always recite - and have had to recite so many times over the years to different lawyers and different people within Universal - is that the business end of Mo'Wax was basically, like, 'Give us the big ones samples first, and we'll see how we get on.' And I gave them the six or seven that were, to me, the ones that were the scariest, and the biggest use. It wasn't about the big names, necessarily - although that played into it a bit, with people like Bjork and Metallica.
I feel like you're being coy if you don't do something and celebrate the 20th or 25th anniversary in some way. Just as I've never, ever had any kind of embargo on playing songs from Endtroducing, no matter how much I wanted people to like my new stuff - I've never, ever stopped playing Endtroducing, for that reason as well. It's a give and take - it's a balance. If there's one theme, I guess, to this entire discussion, then it's that.
I always like to remain a fan, put it that way: and I like to hold the idealised version of what these artists are like. Greed is one of those components of human nature that's inherent in everyone, and sometimes it is an unpleasant thing to engage in.
I was asked to do TV ads for Macintosh. Nowadays, I think anybody would jump at that but, at the time, it didn't feel appropriate for what I was trying to stand for.
I got asked to remix a lot of movie themes, like Mission Impossible, which other people ended up doing quite well. But it was just never my thing.
I've said this a lot lately, too: if, 20 or 30 years down the road, when everything's said and done, I was never able to achieve that level of zeitgeist again, then so be it. I know how rare it is for anybody to do that. But I also feel like, OK, we're getting on to 25 years of putting out records: that's also kind of rare air for anybody who makes music. And I think you just end up kind of grateful for every opportunity that comes along.
As far as the mechanics of how the music was made, there's no denying: Endtroducing was extremely simple. That's not to denigrate it - that doesn't mean I'm knocking it or I'm saying my new stuff is better, or anything like that: it just means, I literally had, what, 12.5 seconds of stereo sampling at my disposal, and some turntable overdubs... The nature of the beast back then was probably about 50% looping and 50% chopping, and that was what you could do with samples.
I feel less and less like that every year, and I guess maybe even more so with every new record that I put out. I just think, as the years go by, it's harder and harder to really find a reason to be annoyed that you made something that people want to continuously talk about. Certainly there are contexts in which the record can be discussed which will get me on the defensive and make me want to put some kind of calibration or some kind of context on what the record means in relation to my career as a whole.
It's about respecting what I think people like about the original music. I'm not gonna ever take it to the extent that I'm kinda George Lucas-ing moments of the album over and over again, trying to get them right over the next 30 years - I don't wanna do anything like that. But, yeah - it's a... fascinating conundrum through the years.
I almost feel like there's some kind of connection that I'm having trouble putting in to words, in the same sense that I'm learning things from my children still. I think, just like any relationship, if I choose to become twisted and bitter it can be a source of distress or discomfort. But I think I've come to terms with the fact that I would prefer to see it as a gift. And I would prefer to see it as something that empowers me rather than something that diminishes me in some way.
The conventional wisdom of fandom is that you must give your fans anything they want. But I've never felt that that's a healthy attitude - and that comes from being a Star Wars fan.
I'm trying to satirize what it's like to be a recording artist in 2011. I realize that standing on a soap box and ranting and raving about my opinions on the digital age and its effect on music is only going to get you so far.
Through it all, the words of John Peel echo strongly within me: you have support the music that's being made now. You have to continue to look forward and learn from what's happening. That's my philosophy, anyway.
