Los Angeles, CA – Approximately 43 days earlier than Lil Jon’s likeness appeared on this yr’s massive Pepsi Super Bowl industrial, he was the rapper, producer, maestro et al. for Kool-Aid’s Christmas marketing campaign.
Over this Super Bowl LIII Weekend, he partook within the EA Sports Bowl alongside a number of of his Atlanta Hip Hop luminaries. Despite his loyalty to his house base, it’s not unusual to see him hyping different sports activities crowds such because the Vegas Golden Knights.
Ladies and gents: Jonathan Smith has turn into a black belt grasp within the artwork of promoting in, and he’s permitting his music to steer the course whereas his larger-than-life persona did all of the yelling up to now.
“I’m again, I’m making beats once more. It’s coming, just like the Kool-Aid shit, I did that beat,” he proudly tells HipHopDX throughout a simple, breezy dialog on the set of his #PepsiMoreThanOK industrial, which additionally utilized the skills of Cardi B and Steve Carell.
As hundreds of thousands of spectators bear witness to the excessive profile Super Bowl Sunday advert whereas the infamous New England Patriots face off towards the Los Angeles Rams, it’s key to notice that the magic Lil Jon brings to the equation is all self-contained and self-controlled. Despite what Dave Chappelle popularized on his impactful sketch comedy present greater than a decade in the past, Lil Jon isn’t some unhinged, rambunctious, real-life model of the Muppets’ Animal.
True, he’s one of many extra animated rappers to ever grace the scene however he’s additionally probably the most composed. He’s all the time down for a trek down rap’s reminiscence lane or a sturdy Hip Hop debate on different weighty matters, together with his resolution to proceed out his participation with Super Bowl festivities despite the protests spiderwebbed by Mr. Colin Kaepernick.
True, he’s one of many extra animated rappers to ever grace the scene however he’s additionally probably the most composed; all the time down for a sturdy Hip Hop debate or trek down rap’s reminiscence lane and different weighty matters. Including his resolution to proceed out his participation with Super Bowl festivities despite the protests spiderwebbed by Mr. Colin Kaepernick.
“All of us [who] are born and raised in Atlanta, it’s our metropolis and we need to showcase our metropolis,” he explains. “Who is aware of when the Super Bowl goes to be again in Atlanta? This is the place we’re born, the place we had been raised and yeah, it’s the place the most important Hip-Hop stars are from, and R&B stars and so forth and so forth.
“This is the place we obtained our begin within the music trade. This is the place we obtained our first radio spins and first membership spins, and that is the town that we love. This is the tradition that we promote. Everywhere we go, we’re ‘Atlanta’, so with out query, we're going to push our tradition of our metropolis on the market it doesn't matter what. We can nonetheless take heed to all the opposite stuff that’s happening, however for us, it’s about that is our metropolis, now we have to showcase our metropolis. Show individuals why we love the town a lot, they get a style of that.”
Hip Hop is all about promotion — so long as audiences will entertain no matter it's you’re pushing. And even Lil Jon gained’t deny being a commonplace entity teeters the strains of overexposure, burnout or general corniness. However, he appears to have it all the way down to a science.
“You simply obtained to verify they don’t use you inappropriately and coon you out,” Lil Jon admits. “You have to face up for your self and say … and if one thing doesn’t really feel proper to you, or if it instantly strikes you incorrect, you bought to be like, ‘No, I can’t do this,’ or ‘I’m not doing that,’ or ‘No thanks for the invitation, your model doesn’t characterize what I’m down with.’ That’s what it’s all about.”
He provides a warning: “You have to actually give it some thought and perceive what you’re doing and skim what they need you to do earlier than you simply signal the paperwork [before] you’re caught and also you’re simply, ‘I obtained to do it.'”
Even with Lil Jon’s ubiquity, the very fact stays that he hasn’t truly put out an album in almost a decade (2010’s Crunk Rock that includes the hit single “Shots” being the final born). While he doesn’t seem to have a full album rollout plan readily available, anticipate to listen to extra authentic music from the King of Crunk in 2019.
“I’m going to drop a bunch of latest stuff,” he reveals. “I began this yr simply slowly re-introducing myself, however the time is coming again round the place all of those youthful artists are doing songs the place they've hype reveals, however the music just isn't hype music.”
Given that the tradition’s present manufacturing panorama isn’t out of Lil Jon’s wheelhouse, anticipate him to make good on his promise. Even if it means bringing again that outdated feeling.
“When we had been doing, you realize, me, Three 6 Mafia, 8Ball & MJG, No Limit, we had … the beats had been fucking hyped,” Jon recollects. “The vocals was hyped, however now the shit is laid again.
“People are turning as much as laid-back shit. The live performance be lit, however the music ain’t actually turnt-up shit, so it’s time, individuals are actually beginning to need that top power shit once more, so I’m bringing it again, I’m coming again.
“For me, every part is about timing, like I used to be saying, ‘Turn down for what?’ Everything occurred in the fitting time for that. You can have an ideal report however launch it on the incorrect time and no person will hear it. So timing is every part, so the timing is correct now once more for me to come back again out with some new stuff.”