A Legend is defined as a non-historical or unverifiable story handed down by tradition from earlier times and popularly accepted as history. A "hip-hop" legend can be defined as an artist who retains the ability and resourcefulness to make music that transcends generations and continuously makes a pivotal impact to the fans, the industry, and the art form itself. Yukmouth epitomizes that definition. The Oakland CA bred, Jerold Dwight Ellis III, released his first album as half of the duo (Yukmouth & Numskull) Luniz in 1995 titled "Operation Stackola" which gained them international notoriety and a Grammy nomination with the recognizable anthem "I got 5 On It." Since then, Yukmouth has repeatedly worked on mastering his craft and grind and outworked artists to maintain relevance and legitimacy in an industry that is fueled by change. In the middle of multiple industry beefs, switching labels, (from Rap-A-Lot to his own label Smoke-A-Lot) and having to constantly compete with the saturated market of hip-hop, Yukmouth has not only cemented his place in the rap record books, but has built what all artists strive for, a BRAND. What's unique about the Oakland rapper is the fact he hasn't had to transition lyrically, because the flows and styles of the new comers is something that he has perpetrated for almost two decades. The punch line flow and metaphoric word play is de rigueur' when speaking on his music and has paved the way for some artists in the industry today. Aside from his obvious lyrical talent, Yukmouth's brand is what's helped him solidify his spot amongst some of the greatest to ever do it. He's collaborated with almost every conceivable artist, released a plethora of albums, (Thugged Out: The Albulation, Godzilla, and Free At Last, just to name a few) delved into the film industry, aligned himself with groups, (The Regime and the now antiquated Thug Lordz) all while rocking shows and managing and overseeing the operations of his label, Smoke-A-Lot records. Raw qualities of a hustler
The fickle nature of the hip-hop industry leaves us with a surplus of overnight sensations and one hit wonders. Artists like Yukmouth are not only rare, but somewhat of an anomaly. Longevity is a delicacy that very few artists retain throughout their careers. Even with all of the work and success that Yuk has achieved, he is still an underground artist. Not underground in the pejorative sense, but the fact that he makes music for true fans, old and new, and has a work ethic that hasn't been altered by stardom or industry paradigms. Yukmouth is Hip-Hop. He is the Rap game. His content widely and vastly ranges from thugging, weed, being fly, and money, to the struggle, the grind, hardships, social issues, and beyond, to feeling defeated as well as dreaming big and reaping the benefits of hard work. Yukmouth has been and continues to be
not only the ambassador of the Bay area, but the blueprint for what a career in hip-hop should look like. It's A Rap had the opportunity and privilege of taking with The West Coast Don, and amidst the length of his career and the legacy he has already engendered, Yukmouth shows no signs of slowing down. The recent release of his album "Half-Baked" and many more projects in the works from Smoke-A-Lot, "The King of the Bay" is still approaching the game with the same focus and veracity that he did in the 90's that gained him his Grammy nomination and has made him the legend he now is today. For Yukmouth, it seems some things never change.
IAR: Being in the game for so long, what are the major differences from when you first came out to the present state of hip-hop?
Yukmouth: "Well first off, it was cassettes and CD's when I came in the game, now it's only CD's & RING TONES, so it's a BIG difference. Also when I came in the game you had to have bars and know how to rap real good to get a record deal, now a days all you need is a buzz and a hot single and you got a deal, it wasnt so easy back in my day."
IAR: How have you been able to transcend hip-hop and stay relevant over an 18 year career?
Yukmouth: "I keep up with the jones'. (Laughs) Ni**az always told me when I first started rappin' that I was ahead of my time. I was rappin' with punch lines since the late 80's and that's what the game has come to in 2012, BARS and PUNCH LINES! So if that's how they wanna rock, lets go because I been doin' this punch line sh*t for over two decades!"
IAR: What inspired the decision to branch out from Rap-A-Lot records to become the CEO of Smoke-A-Lot?
Yukmouth: "Well I was the CEO of SMOKE-A-LOT Records when I got signed to RAP- A- LOT in 1999. I got my first record label deal with Geffen Records in 1997 before I signed to Rap-A-Lot. So I came to the label and got a solo artist deal and a J/V record label deal. The decision to leave came from me growing in the business and getting smarter with my business. If I wanted to make all the money off my recording I would have to leave Rap-A-Lot and start my own label movement. So I left. Big shout out to J Prince and the whole Rap-A-Lot Mafia. Thanks for all the years of success."
IAR: What was the concept behind the new project Half Baked?
Yukmouth: "The Half Baked concept came from the Dave Chappelle movie Half Baked. When I watched that movie I noticed they had a character named Sir Smoke-A-Lot that just so happens to have braids, gold teeth and a laugh like me. I was like hold da fu*k up! These ni**az just made me a character in their movie. I know because on our second Luniz Album "Lunatik Muzik," me & Numskull had the nick names Smoke-A-Lot (me) and Drank-A-Lot (Num) which dropped in 1996. Half Baked dropped in 1998 so they bit some of my swag, so I took their Half Baked name and made a 420 collabos album all about smoking weed! So there you have it, fair exchange in a robbery." (2PAC voice)
IAR: Give us your take on new artists/music coming from the Bay.
Yukmouth: "I like how the new rappers put on for the bay. I can't name no names because people trip when you don't mention them so Im'a keep it neutral. The only thing I hate is rappers from other cities and states stealin' they swag and then put it out and get more credit for it then the bay area dude who made it. So that's the only problem I got, but everything else is SMACKIN' from street sh*t to club sh*t we rockin'!"
IAR: Favorite album you've been a part of?
Yukmouth: "It was at Rap-A-Lot on the Scarface "My Homies" double CD. That was the best because I got a platinum plaque from being on that album. Shout out to UNCLE FACE!"
IAR: How has your sound evolved from Thugged Out: The Albulation to now?
Yukmouth: "I slowed it down a lil' bit so my fans can understand the sh*t I'm saying. On some of my (Thugged Out) songs I was rappin' so fu**in' fast only I can understand all the sh*t I was sayin on the verses. So now I take my time and give the fans sh*t they can understand and catch everything I'm saying and be able to sing along with me when I perform at the shows. Don't get it twisted though, I'm still spittin' dat FIRE. REGIME DRAGON GANG FLAME SPITTA!"
IAR: You've conquered every avenue from music, film, business, etc. What's been the motivation to constantly expand your brand?
Yukmouth: "The HATERS are my MOTIVATORS. The more they hate, the more money I wanna make. So keep it up haters I love it. Ya'll gone' make me a multi millionaire you squares!"
IAR: Any new artists/producers you want to work with that you haven't already?
Yukmouth: "I would love to work with Ice Cube, Jay-Z, Nas, and Dr.Dre beats. That's my wish list."
IAR: What artist do you have coming out on Smoke-A-Lot?
Yukmouth: "Yukmouth, The Regime & Kuzzo Fly, that's it. It's no loyalty in this business, rappers jump ship quicker than the captain of the Titanic, so I'm good with my crew. DRAGON GANG or NOTHIN!"
IAR: Any new projects coming from The Regime?
Yukmouth: "Yep we droppin' our mixtape called "The Mob With The Dragon Tattoo" then after that we droppin' the album titled "Dragon Gang." So we in the kitchen whippin' sh*t up for da summer. 2012 The Year Of The DRAGON!"
IAR: What's next for you and what can we look for in the near future?
Yukmouth: "Well after The Regime "Dragon Gang" album I'm droppin' my next solo project titled "Yukmouth J.J. based on a VILL Story" which will include a behind the music type DVD about my life from the streets to the rap game. Kuzzo Fly "Old Guns & New Money" album, then I'm back on my "United Ghettos Of America" grind droppin' "UGA-Vol. 3" "UGA-Eye Candy Vol. 2" and "UGA Passport" so look out for all those titles and keep updated on all my music, shows and videos at www.smokealotrecords.com
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