While mostly the voice, it’s more. Guru is hip-hop’s best PR Man, and he doesn’t need to rent out a fancy hotel to attract an audience. On the verge of releasing their sixth album over a fifteen year reign, Gang Starr’s main purpose is to cherish the woman we call hip-hop. Guru is quite possibly the crowned vocalist of hip-hop. He’s taught us a savy way to speak, a way to drive lyrics with subtlety, and he’s ressurected the Jazz appreciation in the streets. Guru and DJ Premiere are not just “one of the best yet”, they are just that, the best. With probably a million other things to be doing, Guru carved time out of a Brooklyn afternoon to unleash the updated Gang Starr formula, dispell the rumors, and teach a few semesters of hip-hop love…and the masses are lovesick. AllHipHop.com: The famous echoing Gang Starr phrase is the “updated formulas”. In words, how did you and Preem update the methods for The Ownerz? Guru: As far as the beat tip, Premiere always evolved his style for what it is. I mean, he always his signature, having heavy drums and key changes which goes back to his love of the game when somebody’d walk through with a big ass radio, (laughing), carrying a big ass radio! But he does different things with the way he bounces his beats now: different patterns, and a different bounce, sometimes different uses of the high hat. Technically, if you’re really into knowledge of beats, you can hear the little things he does that are different. Other people may not be able to hear it. Just the way he chops a lot of samples from different things. He plays some things, but he keeps it minimal too. ‘Cuz he actually plays drums, keyboards, and bass. It feels like it’s moving, or almost as if it’s being played live. Because what he does is he hears it once in his head and then he finds the s### that sounds like it. AllHipHop: And how did you update? Guru: My style is my voice. But the flow is always changed to the beat. We listen to everything. We’re always up on what’s new and current. That’s the difference between us and a lot of groups that fell off. We just didn’t get hung up in what we were doing, we were always aware of what was going on in the scene, in the market, in our competition, whatever you want to call it – game. We definitely keep that hunger and intensity. Me, I call it sparring. I spar with a lot of younger cats. There’s a lot of cats I’m executive producing. I’m always listening to beats, so my flow adapts to the times. I might mix a new flow with an old flow and come up with a whole different flow (laughing). I started rhyming in ’77, in no way could my style now be the same as then. Nobody would want to listen to me. It’s all about perfection, being versatile. AllHipHop: I love the concept behind the title, there are a lot of heads lending and borrowing the culture, you own it… Guru: Yeah, because our style can’t be duplicated and copied. Our style is pure. We are actually the resurrectors of the New York sound. A lot of New York rappers, aside from Nas and a few others, have left the New York sound for dead. Because they wanted to compete in the market with the South and the West. I don’t you have to do that. I think you can bring it to the forefront, the New York sound. Because right now everything is bouncing, and I like that! But that’s not all I like. I think there needs to be more of a variety in the market places, more of a balance of what the clout is getting. Right now New York is a monopoly. The same records that are on the radio are the same records that are in the clubs, they’re all the same! And there’s gotta be more good s### out. And there is. Like Premiere has an XM Radio show with Marley [Marl], and they have the chance to play different s### on there, breaking records. There’s a skit on the album about DJ’s, because they’re supposed to be the ones breaking new ground. But they’re not, ‘cuz they’re scared. I got no problem with the hustle. But you can’t hustle the hip-hop culture, but you got to know about it. A lot of these cats coming into the game don’t even know who Big Daddy Kane is and Public Enemy are. It’s like when you apply for a job. You better know about that company! So in order for these cats to last in hip-hop, they better do their homework. AllHipHop: This record was pushed back a few times. I had heard that you and Premiere were unhappy with the way the original record sounded… Guru: That wasn’t it. It wasn’t done [laughing]. Please, whoever you heard that from, correct them. I hate that s###. That is the furthest from the truth, ‘cuz I’m one of the most honest people you will ever know. If that was the truth, I’d tell you. How could we not be happy with our s###? [laughing]. We get excited about our s###! The only reason it was pushed back was because of the record company was gonna put out right after the “Skills” video with no set-up, with people not even hired yet. We have people on our label, rock-n-roll and s###, not hip-hop! We’ve never been on a hip-hop label. The closest was Noo Trybe. We’ve been in the EMI system since Step In The Arena. We’re still on EMI. Chrysalis was like Pat Benatar and Billy Idol and Virgin is Janet and Lenny! AllHipHop: It’s always been “Produced by DJ Premiere, and co-produced by the GURU” What is your role in Gang Starr production? Guru: Very […]