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Speaker 1: Morning.

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Speaker 2: Everybody's DJ Envy, Charlamagne the God. We are the Breakfast Club.

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Speaker 2: You got a special guest.

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Speaker 3: In the building, Emery Jones. Emery, welcome back. How's it

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Speaker 3: feeling feel good?

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Speaker 4: I see these beautiful cheers.

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Speaker 2: Y'all got different studio, different energy, a.

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Speaker 4: Little bigger, getting a little more money.

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Speaker 2: Trying.

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Speaker 1: Trying to keep up with y'all.

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Speaker 4: It shows.

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Speaker 1: I asked you the other night, man, because you know

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Speaker 1: you here celebrating the fifty years of hip hops. It's

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Speaker 1: a lot going on. You got the Humble Souls mixtape,

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Speaker 1: you know, the Booker Hole that they got at the

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Speaker 1: Brooklyn Public Library. And I asked you the other night

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Speaker 1: when I saw you after that premiere, did you see

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Speaker 1: all of this for you and your team?

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Speaker 4: Absolutely not. I mean you see winning, of course, you

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Speaker 4: you know, you get into it. You wake up every

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Speaker 4: day like I'm gonna win, you know what I mean,

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Speaker 4: that's the mentality like win. But there's no way in

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Speaker 4: the world you've seen this when.

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Speaker 3: You when you see the play set up from from

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Speaker 3: from early on, what was the what was the finish

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Speaker 3: line at that point when you were having initial conversations

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Speaker 3: like what was the finish line?

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Speaker 2: But because what was success at that time.

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Speaker 4: I think it was different finish lines. Right. The first

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Speaker 4: finish line was like how do you get out the

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Speaker 4: projects and make it the our sixty State street? Right?

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Speaker 4: That was that was a win, right to get out

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Speaker 4: of you know, and you know down the block, but

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Speaker 4: you breathing room, right, and then you know from there.

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Speaker 4: It's like when you watch NASCAR, I'm looking at the car, right,

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Speaker 4: it's a season, so you got to get by race

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Speaker 4: by race and at the end of the day, if

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Speaker 4: I if I continue to stay on the podium throughout

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Speaker 4: the year, my chances are winning are great. I don't

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Speaker 4: mean I gotta win every race, but if I'm on

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Speaker 4: the podium, there's only three spots on the podium, my

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Speaker 4: point's going to continue to put me in a position

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Speaker 4: to win, right, And I think that's how I looked

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Speaker 4: at it. If we stay on the podium even through

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Speaker 4: them years, where was though you know, ain't no albums,

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Speaker 4: ain't no boom. Where you stay on the podium, my chance,

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Speaker 4: our chances of winning and having a dynasty that you know,

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Speaker 4: the way we have, it's greater, you know what I mean.

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Speaker 4: So I think we just looked at it as chapters

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Speaker 4: always like like I said that that point system.

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Speaker 1: With a hustler that was like, man, we ain't doing

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Speaker 1: no rap. It's too much money in these streets. We

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Speaker 1: staying in the rap.

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Speaker 4: I mean in the beginning because you know, for me

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Speaker 4: a kid, I don't understand that, right, I don't. I

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Speaker 4: don't see it, And I'm like, you know what we're doing.

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Speaker 4: But then it came a point whereas though I'm like, okay,

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Speaker 4: let's go, but then you're not seeing the results. So

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Speaker 4: if you come from eating, you're like, wait a minute,

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Speaker 4: what we doing? Like it ain't adding up, you know.

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Speaker 4: So it's like you had to get past that stage

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Speaker 4: of just like it's supposed to be instant gratification, right,

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Speaker 4: it's a process like everything else. And once I realized that,

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Speaker 4: it was like it was a little too late by

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Speaker 4: the time I realized that because I had to go,

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Speaker 4: you know, a little vacation.

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Speaker 3: You know, I was gonna ask when did you get

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Speaker 3: to a place in your life where you could let

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Speaker 3: your guard down?

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Speaker 2: Right, because through the whole time in the streets, your.

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Speaker 1: God was up.

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Speaker 3: When you was locked up, guards was up. I'm sure

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Speaker 3: when you came home at first, guards was up. When

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Speaker 3: did you finally get to a place where you could

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Speaker 3: put your guards down?

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Speaker 4: Honestly, for me to be to this point, your guards up,

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Speaker 4: but you got you know, you jabbing. So when you're jabbing,

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Speaker 4: you got one guard up and you're jabbing. That's the

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Speaker 4: only way to survive, right. You gotta deal with people

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Speaker 4: and be in places that you know you ain't gotta

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Speaker 4: be in, but you gotta deal with it. So to

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Speaker 4: put yourself in these situations, you got to put your

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Speaker 4: guard down something like just to walk into that situation.

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Speaker 4: So I've always done that to get to this point,

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Speaker 4: but I think in the last couple of years it's

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Speaker 4: been that time where as though you let it all go,

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Speaker 4: you let it all go and be like, you know what,

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Speaker 4: I ain't you know, I can let go of all that,

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Speaker 4: you know what I mean, not y'all. It's no, I

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Speaker 4: don't even like talking about the old story past. Yeah,

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Speaker 4: of course, you know what I mean. Because it's like

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Speaker 4: someone one of my friends hit me one day and

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Speaker 4: was like, yo, you know it's the such and such

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Speaker 4: year anniversary. Came home and I was like, yo, I

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Speaker 4: forgot that date a long time ago, Like I forgot

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Speaker 4: that data because I don't want that to be such

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Speaker 4: a significant part of history, you know what I'm saying, Like,

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Speaker 4: don't get me wrong, it's a part of it. And

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Speaker 4: and I'm you know, I embrace it. I'm not you know,

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Speaker 4: I don't turn from it. But it's like I'm gonna

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Speaker 4: I'm not gonna let that be something I'm gonna celebrate

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Speaker 4: for the rest of my life. Like when I came home, Like.

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Speaker 1: It's not too many people who can come home and

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Speaker 1: make the transition that you did, though, Like I almost

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Speaker 1: feel like it should be like a case study on

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Speaker 1: how to do your big come home and then like,

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Speaker 1: you know, really acclimate yourself to society.

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Speaker 4: It's a difficult situation, man, it's not It's not simple, right,

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Speaker 4: And don't get me wrong, I got a support system,

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Speaker 4: but some other people have support systems too, and it's

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Speaker 4: just not as simple as people think, just to adjust

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Speaker 4: right or just to you know, you know, walk through

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Speaker 4: and find that next thing, right, because when you're in,

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Speaker 4: you're so in the streets that you don't even give

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Speaker 4: yourself a chance to separate. Because when you're bidding, you

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Speaker 4: still got to be in tune with the world. And

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Speaker 4: most people want to be too in tune. It's like

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Speaker 4: being in the system. We can wake up and know

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Speaker 4: what happened in the hood before people in the hood know.

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Speaker 4: That's how people are tuned, that's how you you know,

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Speaker 4: you function it because at the end of the day,

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Speaker 4: the system, you know, if you're in the real world,

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Speaker 4: the system is a part of the real world, especially

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Speaker 4: when you're doing dirt. You know what I'm saying, when

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Speaker 4: when you're in the world, So it really goes hand

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Speaker 4: in hand. So you really don't have a chance to

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Speaker 4: move forward because the world is still happening. Situations that

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Speaker 4: left the streets are still coming up. Life is still

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Speaker 4: going on. Family is all always something going on. So

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Speaker 4: a lot of times you don't even get a chance

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Speaker 4: to shake it and understand what's my next move, and

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Speaker 4: then you get back here, regardless of how much time

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Speaker 4: you do, bene done, you haven't had time to shake it,

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Speaker 4: and then you come jump right in the fire. It's

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Speaker 4: not it's not a simple situation.

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Speaker 3: I was going to ask we're dealing with with Jay,

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Speaker 3: how much pressure do you have for you?

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Speaker 4: Right?

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Speaker 3: And the reason I asked right, you know, when we

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Speaker 3: listen to whole records and he says Amory the lipshot

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Speaker 3: niggas and Emory done got the kochain on and you know.

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Speaker 2: Talking about just so much pressure because of what.

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Speaker 3: You've done when you came home and how you were

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Speaker 3: able to create this, this this empire for yourself.

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Speaker 2: Is that pressure on you at all?

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Speaker 4: No, I think he says it in a way whereas

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Speaker 4: though to those who you know, always look at things

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Speaker 4: for an angle, you make it a thing. I think

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Speaker 4: for him it's more of an inspiring the next person

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Speaker 4: to be like, Yo, that's my guy. I'm gonna speak

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Speaker 4: on my guy. But it's really telling the guys like yo,

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Speaker 4: you can you know. I mean, it's a lot of

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Speaker 4: opportunity in that for you to do that, right, So

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Speaker 4: I don't look at it as pressure. I don't take

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Speaker 4: it as pressure because I feel like, you know, when

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Speaker 4: somebody see me doing it, regardless what, regardless of how

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Speaker 4: it's deliver, that means they can set back and say

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Speaker 4: I have a chance to do it, you know what

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Speaker 4: I mean? Like when you know you have a chance

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Speaker 4: and you give yourself a thought to say you have

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Speaker 4: a chance, anything's possible.

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Speaker 1: That's what you represented me. You represent you know, hope

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Speaker 1: in a real way. I was even watching the interview

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Speaker 1: you do with a clue, and I think your mindset

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Speaker 1: is a mindset a lot of people don't have. When

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Speaker 1: you said you knew what you were doing in the

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Speaker 1: street and said there's only three ways up is jail,

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Speaker 1: death for that small possibility you might make it. So yes,

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Speaker 1: you said that helped you do your big.

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Speaker 4: I mean think about it because you know, we look

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Speaker 4: at you know, what's going on in the world, and

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Speaker 4: we always analyzing everybody, We always opinionated, We always you

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Speaker 4: know what I mean. It's like, nah, it's like one

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Speaker 4: thing about the game. First thing you have to understand

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Speaker 4: and lock in your mind from day one. That's only

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Speaker 4: them three options. You have to be clear with yourself, right.

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Speaker 4: A lot of times people don't be clear with that, right.

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Speaker 4: And I understand because you know, we say we getting

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Speaker 4: into it, you know, to change you know, family's life,

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Speaker 4: and you know, get out the hood. And it's like,

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Speaker 4: when you think about it, most of that is false

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Speaker 4: because soon as you get a chance and you know

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Speaker 4: you make that first say you make twenty thousand, right,

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Speaker 4: that's twenty thousand you ain't have so imagine if you

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Speaker 4: do something with that twenty thousand that you never had.

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Speaker 4: You can stop right there. Then you take it further. Okay,

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Speaker 4: you get past the twenty. Some make a hundred, some

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Speaker 4: make two hundred. Okay, you make you make two hundreds.

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Speaker 4: That's two hundred thousand you never had and you got

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Speaker 4: a chance to do something with it. But guess what,

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Speaker 4: we don't look at that. We want some more, right

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Speaker 4: and then you know when everything get thrown and this

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Speaker 4: is the first thing we do is blame the system.

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Speaker 4: Right at the end of the day. You know, when

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Speaker 4: you choose to step in that world, to step into

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Speaker 4: that world, so I gotta be I gotta deal with

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Speaker 4: the consequences and hold that. So that's why I set

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Speaker 4: them three you know them three things of you know,

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Speaker 4: it's only death jail, and it's only a slim chance

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Speaker 4: to get through. And that's something that everybody should look at,

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Speaker 4: regardless what. And guess what. I'm never gonna tell somebody

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Speaker 4: what he should do or not do, because at that

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Speaker 4: moment you can't tell me. And right down to the marrow,

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Speaker 4: if things get a little twisted, you can't tell me

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Speaker 4: what I should do. Is what I do it don't do.

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Speaker 4: I'm gonna do what I have to. So I'm never

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Speaker 4: gonna say it from a lens of what somebody should do.

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Speaker 4: It's just the reality is it's only them three things.

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Speaker 3: What do you think morals change for both the streets

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Speaker 3: and the industry? Right, you look at a lot of

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Speaker 3: the things that you've been through, and you can see

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Speaker 3: people change right now. At one time it was let's say,

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Speaker 3: somebody hustled or somebody was in the industry. They did

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Speaker 3: it for a reason. They did it to get out

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Speaker 3: the hood, they did it to make money. But now

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Speaker 3: it seems like it's almost it's a change for clout

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Speaker 3: with it's people's morals have changed. For social media, I.

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Speaker 4: Think I think we're using I think we were putting

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Speaker 4: too much blame on social media. I think sometimes that's

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Speaker 4: just that's just who we are.

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Speaker 2: All these people cut like that.

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Speaker 4: I mean, I mean social media helps amplifize it, right,

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Speaker 4: social media help it, you know us look at it

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Speaker 4: and then for those who are not strong enough to

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Speaker 4: understand it can just to it. But I think a

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Speaker 4: lot of it comes from who you are already was

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Speaker 4: who he was for it. It's just you know, different

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Speaker 4: levels to it you feel. I mean, it's it's different

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Speaker 4: levels to I think. You know, the reality is sometimes

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Speaker 4: we forget to use social media to work for us,

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Speaker 4: you know what I mean. That's it. I mean, it's

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Speaker 4: it's it's a gifting a curse at the same time.

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Speaker 4: But if you use it correctly, it can really benefit

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Speaker 4: you in some ways. If you don't, it can really

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Speaker 4: you know, not benefit you, but still benefit you. Right,

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Speaker 4: Like it's a lot of people winning. I can't not,

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Speaker 4: you know, I'd rather for something to do that then

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Speaker 4: go do some other dumbs, you know, some of a

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Speaker 4: lot of other foolishness somebody can do.

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Speaker 3: Let me ask you if if social media was around

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Speaker 3: back in the day when when when you guys first

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Speaker 3: started out, do you think that you could be where

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Speaker 3: you're at now or do you think social media would

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Speaker 3: have tarnished that a little bit because some of some

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Speaker 3: of the what made I think not only Rockefeller but

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Speaker 3: you and Jay.

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Speaker 2: And Ty and Biggs and Dame was a little bit

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Speaker 2: of the not knowing, you know.

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Speaker 3: I mean, like you know, I would go to the

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Speaker 3: office all the time and it was that mistique there's

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Speaker 3: someone well you know, you just didn't see it.

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Speaker 2: But now it's kind of like if y'all.

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Speaker 3: We can tell where you're at before you before you

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Speaker 3: tell somebody, right, because you know, I mean like, oh

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Speaker 3: there's emery in France, you know.

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Speaker 2: I mean it's right.

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Speaker 4: I tell people all the time. It's like especially you

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Speaker 4: know when you get people and they take a picture, right,

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Speaker 4: and the first thing they want to do is go

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Speaker 4: throw the picture up because you want to be in

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Speaker 4: real time. And it's like if the picture means something,

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Speaker 4: it means something to a next year or the year

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Speaker 4: after that. It's how you use the picture, right. It

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Speaker 4: don't have to be in real time. I think even

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Speaker 4: in time when social media start, it still takes you.

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Speaker 4: Social media have been around how long.

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Speaker 5: Year?

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Speaker 4: Twenty plus years and Jay have made it his business.

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Speaker 4: Be like, I'm not messing with that. That's his choice, right.

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Speaker 4: So even at that moment, it's here and it's here

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Speaker 4: and it's big, and it's like you say, you can

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Speaker 4: amplify whatever you're doing with it if you use it correctly.

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Speaker 4: It's just still having that moment of saying, you know,

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Speaker 4: I'm doing it and not doing it like for me,

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Speaker 4: you know, I love I love the fact that you know,

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Speaker 4: social media give people a chance to just you know,

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Speaker 4: be whatever they choose to be at that moment is

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Speaker 4: up to you. If you want to take it in

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Speaker 4: and believe it, don't believe it. How serious you want

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Speaker 4: to do it. You know, it's life, you know what

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Speaker 4: I mean. It's really what we see every day. So

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Speaker 4: we can't blame it social you go back to the neighborhood.

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Speaker 4: It's the same energy and the same different things happening

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Speaker 4: all day long.

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Speaker 1: Well, you've been getting fresh for a long time, so

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Speaker 1: it makes sense that you the head a lifestyle of

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Speaker 1: rock Nation and the co found the paper flames. But

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Speaker 1: how did you show off the fits back in the

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Speaker 1: day with no social media?

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Speaker 4: With mean it was like you said, it's like you first,

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Speaker 4: you want if your crew respect.

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Speaker 1: That, it goes there.

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Speaker 4: It's like it's like, you know, if your crew respect that,

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Speaker 4: it goes there. And then if you're traveling around, like

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Speaker 4: I said, I look at the world is three universal languages, right,

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Speaker 4: regardless of where you're from, who you are, what you're doing.

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Speaker 4: Like I'm gonna always say this, music, sports, and fashion, right,

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Speaker 4: that's that universal language right for me, I've always used

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Speaker 4: fashion to be that put your guard down because you

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Speaker 4: walk in the room before you know who we are

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Speaker 4: talk right, What's the first thing we do is humans sight.

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Speaker 4: So if I give you that, you know, fresh, you

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Speaker 4: walking the like, even if you don't come say nothing

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Speaker 4: to me. Mentally, you're like, man, he did that, you

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Speaker 4: know what I mean? So you already didn't put that

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Speaker 4: guard down, right? So I didne got past one hurd

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Speaker 4: or already right, And I just I just think, you know,

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Speaker 4: expression of fashion is just it's not think about it.

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Speaker 4: It's not the clothes. You still gotta get in them, right,

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Speaker 4: So it's like the human the human you still we

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Speaker 4: buy the same clothes. It's just the human side. It

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Speaker 4: really expresses you in different ways. And it's always been

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Speaker 4: me because being a so called to my brother as

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Speaker 4: a country boy, I got to strike against me already

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Speaker 4: because they like, you know, we don't have the the

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Speaker 4: top stores and the boom, so you're not expecting you

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Speaker 4: to be it's fresh. So now when I come in

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Speaker 4: and use that as my moods, muse I'm fresh. So

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Speaker 4: it's like, oh okay, you know. So it's it's just

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Speaker 4: one of them things.

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Speaker 1: People act like they're not as country as us down south.

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Speaker 1: They match everything, they do the same thing. Colors.

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Speaker 4: I don't know.

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Speaker 2: We do a pair of air Force ones.

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Speaker 3: That's why as long as we match it with a

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Speaker 3: pair of air Force ones and tims kind.

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Speaker 4: That's the balance. That's the balance, that's that's the balance us.

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Speaker 4: You know, somewhere else they're gonna make sure, you know

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Speaker 4: the night he got the foulk colors in it. You

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Speaker 4: know what I'm saying.

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Speaker 3: That I was gonna ask, you know what, how difficult

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Speaker 3: was it to turn Puma into a company.

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Speaker 4: That the culture really loves?

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Speaker 1: Right?

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Speaker 3: Because because growing up, you know, of course we were

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Speaker 3: into you know, nikes and Jordan's because of Jordan. Of course,

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Speaker 3: the deed is because of run DMC at times, but

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Speaker 3: Puma's we weren't really into Pumas. I don't think we've

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Speaker 3: ever seen any of our favorite people wearing Puma. So

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Speaker 3: there was the Puma I call them the classic right,

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Speaker 3: that's like the Air Force Ones. There's the shelltops, and

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Speaker 3: then there's that pool. I don't even know what they're called.

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Speaker 2: Clyde, the clod right, the Clyde Clyde.

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Speaker 4: But that's the point, right. I think that was the

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Speaker 4: part for me was having a real conversation about Puma

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Speaker 4: for us, even though it's a German company. For us,

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Speaker 4: the reason why we know Poma was because of a

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Speaker 4: black man, Clyde Fraser Clyde. Like, so I just had

349
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Speaker 4: to tap back in the understand you know, letting the

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Speaker 4: world dig back to understand that part, right, and then

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Speaker 4: you walk it down from there, right, like we should

352
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Speaker 4: be in it should be in the conversation because it's

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Speaker 4: been there. You think about it. Clyde was the first

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Speaker 4: ever to have his own sneaker as an athlete, right,

355
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Speaker 4: and then like it say, when you look at Puma

356
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Speaker 4: for us, you think about Clyde. First, you don't think

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Speaker 4: about nothing. Now you think about Clyde. Then you know,

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Speaker 4: you go back to that moment when Tommy Smith at

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Speaker 4: the Olympics, Like it's so many iconic moments from Pele,

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Speaker 4: you know what I'm saying, Like, there's so many iconic

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Speaker 4: moments that it was like, let me go tap back

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Speaker 4: into that and walk that process down, right, because if

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Speaker 4: you if you wake up, I remember when I used

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Speaker 4: to have a small foot, and I you know, I

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Speaker 4: couldn't wait till my foot grow so I can get

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Speaker 4: the big boy's shoes because you know, you know when

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Speaker 4: you got a small foot. If they got the bubble,

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Speaker 4: you ain't got the on your shoe, you know what

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Speaker 4: I'm saying. It was always something missing from the little

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Speaker 4: kid's shoe. Right. So it was like and I got

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Speaker 4: my first pres of suade pumas, right, I remember that

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Speaker 4: because it was like regardless that it wasn't as high

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Speaker 4: as a prayer of Jordan's or whatever the case may be.

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Speaker 4: It was the luxury of Swede, like to put on

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Speaker 4: a sway shure that. But like where we're from, you

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Speaker 4: just don't wake up and know it's Swades, you know

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Speaker 4: what I'm saying. So it was like having that moment

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Speaker 4: with an iconic brand. I know what to talk. I

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Speaker 4: know with that because that's why I could walk in

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Speaker 4: the room and say what was your first prayer Pumas?

381
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Speaker 4: And everybody gonna be like, yo, I had a press ways,

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Speaker 4: they gonna tell you when they got them, where they

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Speaker 4: got them from, what was going on? So I just

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Speaker 4: used that thinking to walk it down. The thought was

385
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Speaker 4: for a company like poomh, they think if we make

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Speaker 4: product for the new generation, that's the thing, and it's like, nah,

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Speaker 4: they got too much. They got too much mental. They

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Speaker 4: mental was already tooking up Nike and Jordan got that already.

389
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Speaker 4: You can't win that mental space, right, So I got

390
00:18:03,840 --> 00:18:07,320
Speaker 4: to dig in and go back to history and heritage

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Speaker 4: and let product design catch up later. And it was

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Speaker 4: a process. You gotta figure this twelve years For me.

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Speaker 3: Was the most difficult part of it because I also

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Speaker 3: seen a couple of artists that you know would signed

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Speaker 3: to Puma and then you know, I guess they didn't

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Speaker 3: wear it all the time, like when they're doing shows,

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Speaker 3: you still see them with Jordan's or made popular.

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Speaker 4: Yeah.

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Speaker 1: Absolutely, Emery Jones made Puma popular without even spitting the ball.

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00:18:32,160 --> 00:18:35,640
Speaker 4: Yeah. But that's and that's the thing, right, I think

401
00:18:35,680 --> 00:18:38,040
Speaker 4: when you look at it, I don't expect them to

402
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Speaker 4: wear Puma every day, right. Think about that time when

403
00:18:41,680 --> 00:18:46,560
Speaker 4: Jay had STT Carter sneaker was booming, right, and it

404
00:18:46,680 --> 00:18:50,560
Speaker 4: was a moment whereas though he was setting courtside or

405
00:18:50,600 --> 00:18:53,480
Speaker 4: somewhere and he's with Phil Knight, but that he's running

406
00:18:53,520 --> 00:18:57,760
Speaker 4: datas at that moment, because that's what we are as culture, right.

407
00:18:57,800 --> 00:19:01,159
Speaker 4: You can't put somebody in a box and say you

408
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Speaker 4: know this. If you do that, then it's not real.

409
00:19:05,800 --> 00:19:08,640
Speaker 4: It's not real. Like you need somebody express themselves. It's

410
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Speaker 4: like today I feel like this. So this is the

411
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Speaker 4: reason why I'm throwing on my Nikes today, or this

412
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Speaker 4: is the reason why I'm throwing on my didas to

413
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Speaker 4: day because like you said, them, dada is gonna take

414
00:19:17,280 --> 00:19:19,200
Speaker 4: you back to the run DMC days or the such

415
00:19:19,240 --> 00:19:22,520
Speaker 4: and such days as a moment. So for me, I

416
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Speaker 4: don't like when somebody say they have to be that

417
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Speaker 4: regardless what. Don't get me wrong, I wish you would

418
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Speaker 4: work more, you know what I mean when you when

419
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Speaker 4: you when you can find yourself in it. But I

420
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Speaker 4: don't I don't expect them to be that because I

421
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Speaker 4: feel like now it's not gonna feel real, it's not

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Speaker 4: gonna come off right.

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Speaker 1: When it comes to fashion, do you feel like hip

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Speaker 1: hop is doing a good job of, you know, highlighting

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Speaker 1: it during this fifty if year of hip hop? I

426
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Speaker 1: feel like it's been just about the music, but I

427
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Speaker 1: feel like fashion is just as important.

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Speaker 4: I mean, I think with the music, fashion is there, right.

429
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Speaker 4: I think you know there'd be times whereas though right

430
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Speaker 4: now you hear about the music because it started with

431
00:19:59,359 --> 00:20:02,040
Speaker 4: the music, right, But I think you know you're gonna

432
00:20:02,080 --> 00:20:04,520
Speaker 4: see moments where was though fashion it's gonna play a part.

433
00:20:04,560 --> 00:20:06,280
Speaker 4: You can't have the music without the fashion and the

434
00:20:06,320 --> 00:20:09,240
Speaker 4: fashion without the music, right, So I think we just

435
00:20:09,280 --> 00:20:12,240
Speaker 4: got to, you know, let the time go, because really

436
00:20:12,880 --> 00:20:16,280
Speaker 4: what next month is when when it really hits in

437
00:20:16,359 --> 00:20:20,399
Speaker 4: fifty I think it's August, like August tenth eleven somewhere

438
00:20:20,400 --> 00:20:21,800
Speaker 4: around there. It's really that.

439
00:20:21,880 --> 00:20:24,360
Speaker 2: Date because they're bad. We ain't know this man.

440
00:20:24,440 --> 00:20:27,040
Speaker 4: Yeah, So I think you know you're gonna see the moments,

441
00:20:27,040 --> 00:20:30,000
Speaker 4: and I think you don't have to force the moment

442
00:20:30,040 --> 00:20:32,359
Speaker 4: of fashion and music. I think it all lives together.

443
00:20:32,440 --> 00:20:35,639
Speaker 4: And I think you know us paying homage is just

444
00:20:35,680 --> 00:20:39,040
Speaker 4: fifty years is there? It's like we all we all

445
00:20:39,080 --> 00:20:41,680
Speaker 4: hear you see, you know what I mean, it's all that.

446
00:20:41,880 --> 00:20:43,880
Speaker 3: One thing I would say that that that I thought

447
00:20:43,920 --> 00:20:46,280
Speaker 3: that you did that was very smart, was like you said,

448
00:20:46,280 --> 00:20:47,280
Speaker 3: it's all about how we dress.

449
00:20:47,359 --> 00:20:47,479
Speaker 4: Right.

450
00:20:47,480 --> 00:20:48,920
Speaker 2: So people were.

451
00:20:48,880 --> 00:20:51,560
Speaker 3: More connected tonight or more connected to Adidas because it

452
00:20:51,600 --> 00:20:53,520
Speaker 3: was a tracksuit right be could where everything had to

453
00:20:53,520 --> 00:20:55,879
Speaker 3: toe all the way down and it matched. Woman didn't

454
00:20:55,920 --> 00:20:57,920
Speaker 3: have that at first that I seen, or the stores

455
00:20:57,960 --> 00:21:01,040
Speaker 3: weren't selling it until you sort of making those tracksuits.

456
00:21:01,160 --> 00:21:03,000
Speaker 2: Now when I wear. If I want to wear Pumas,

457
00:21:03,000 --> 00:21:03,439
Speaker 2: I could wear a.

458
00:21:03,440 --> 00:21:06,080
Speaker 3: Whole set because I don't want to be the dude

459
00:21:06,119 --> 00:21:08,720
Speaker 3: that wears the deeda tracksuit and have some Pumas on.

460
00:21:08,760 --> 00:21:09,720
Speaker 2: It just didn't feel right.

461
00:21:10,280 --> 00:21:14,080
Speaker 4: But that's, you know, I'm gonna be political correct right now.

462
00:21:14,600 --> 00:21:17,080
Speaker 4: When you look at a Puma T seven track suit

463
00:21:17,840 --> 00:21:18,359
Speaker 4: that's like.

464
00:21:18,320 --> 00:21:20,560
Speaker 2: From sixty nine, but we couldn't find it.

465
00:21:20,960 --> 00:21:24,080
Speaker 4: And that's the thing. So at a moment as a brand,

466
00:21:24,200 --> 00:21:26,160
Speaker 4: you know, we're trying to get in the mix of

467
00:21:26,359 --> 00:21:31,000
Speaker 4: get back into the you know, the realm of culture conversation,

468
00:21:31,560 --> 00:21:34,600
Speaker 4: but we don't have the product in place to do

469
00:21:34,640 --> 00:21:36,719
Speaker 4: that at that moment, right And I was having this

470
00:21:36,760 --> 00:21:39,280
Speaker 4: conversation in Germany one time, and I'm sitting there telling

471
00:21:39,320 --> 00:21:42,760
Speaker 4: the CEO, like, yo, we hot right now, but you

472
00:21:42,800 --> 00:21:45,480
Speaker 4: can't go to the store and get a Puma track suit.

473
00:21:45,600 --> 00:21:47,719
Speaker 4: And then there's somebody else in the room, who's another

474
00:21:47,760 --> 00:21:49,480
Speaker 4: big shot in the room, like yes you can, and

475
00:21:49,520 --> 00:21:52,119
Speaker 4: I'm like you can't. You know what I mean? Just

476
00:21:53,119 --> 00:21:56,760
Speaker 4: understanding that we're bringing all this heat and getting back traction,

477
00:21:57,160 --> 00:21:59,040
Speaker 4: but you ain't got nothing for the guy for what

478
00:21:59,080 --> 00:22:03,560
Speaker 4: they want because what you're so busy trying to chase

479
00:22:03,600 --> 00:22:06,040
Speaker 4: that next thing, and I'm like, nah, man, like you

480
00:22:06,200 --> 00:22:08,080
Speaker 4: dealing with kids. You see the kids now they're gonna

481
00:22:08,080 --> 00:22:09,760
Speaker 4: put on a Puma track shoop and still put their

482
00:22:09,760 --> 00:22:13,359
Speaker 4: Air Force ones on. Right, you gotta understand that, you know,

483
00:22:13,440 --> 00:22:13,840
Speaker 4: first thing.

484
00:22:14,000 --> 00:22:16,680
Speaker 1: Last, my god, No, I'm mean be arrested.

485
00:22:16,400 --> 00:22:19,600
Speaker 4: For that now. I mean, I know some of the

486
00:22:19,680 --> 00:22:23,760
Speaker 4: most fashionable guys love the cross brands. That's just what

487
00:22:23,800 --> 00:22:26,440
Speaker 4: they do. Like for me, it's not for me, but

488
00:22:27,200 --> 00:22:29,000
Speaker 4: I know a lot of people that do that. So

489
00:22:29,640 --> 00:22:31,879
Speaker 4: it's I think when you look at it, that T

490
00:22:32,080 --> 00:22:35,520
Speaker 4: seven tracksuit was the fit. It was just the fit

491
00:22:35,600 --> 00:22:37,280
Speaker 4: of it what made the kid like, oh, I like

492
00:22:37,359 --> 00:22:40,360
Speaker 4: this fit and I love the thing. And you know

493
00:22:40,640 --> 00:22:42,440
Speaker 4: I ain't getting a wait for my Air Force ones.

494
00:22:42,720 --> 00:22:43,560
Speaker 4: I'm okay with that.

495
00:22:43,720 --> 00:22:45,560
Speaker 2: Was it difficult to get in some of these stores.

496
00:22:47,320 --> 00:22:49,600
Speaker 4: Yes, because you gotta figure if you ain't been around,

497
00:22:50,680 --> 00:22:52,160
Speaker 4: you know what I mean, it's hard to come get

498
00:22:52,160 --> 00:22:54,840
Speaker 4: some space. Like you got to earn that space again

499
00:22:54,960 --> 00:22:57,119
Speaker 4: just because you put what I don't mean they're supposed

500
00:22:57,119 --> 00:22:59,400
Speaker 4: to just open the door. So's it's still an everyday

501
00:22:59,440 --> 00:23:02,320
Speaker 4: process now, you know what I mean. Like we there,

502
00:23:02,359 --> 00:23:05,919
Speaker 4: But I don't think our presence is what it should be.

503
00:23:05,960 --> 00:23:07,560
Speaker 4: But I think it goes back. It gives you the

504
00:23:07,640 --> 00:23:12,080
Speaker 4: opportunity of how to make your own store presence what

505
00:23:12,119 --> 00:23:14,840
Speaker 4: it is, your own online what it is. Because if

506
00:23:14,880 --> 00:23:16,840
Speaker 4: I base what I'm doing off a whole sale, that

507
00:23:16,920 --> 00:23:21,520
Speaker 4: means another store can never show the world completely what

508
00:23:21,600 --> 00:23:23,600
Speaker 4: Puma is as a brand. You don't have enough space

509
00:23:23,960 --> 00:23:25,320
Speaker 4: right now.

510
00:23:25,359 --> 00:23:28,760
Speaker 1: Everybody looks at uh Nipsey, the good brother Nipsey. You

511
00:23:28,760 --> 00:23:31,639
Speaker 1: look at him as the icon he is right now,

512
00:23:32,200 --> 00:23:35,760
Speaker 1: but you did a Puma deal with him a few

513
00:23:35,840 --> 00:23:38,160
Speaker 1: years ago? How many like four or five years ago?

514
00:23:38,200 --> 00:23:40,440
Speaker 4: It was? It was, it was, it was a while,

515
00:23:40,600 --> 00:23:43,840
Speaker 4: and it was funny, funny. I'm glad you said that

516
00:23:43,920 --> 00:23:48,320
Speaker 4: because when I did this mixtape show, the idea came

517
00:23:48,400 --> 00:23:51,560
Speaker 4: to do some technology with it. And I'm not a

518
00:23:51,600 --> 00:23:54,680
Speaker 4: tech guy, but my partner is, and I was like, okay.

519
00:23:55,119 --> 00:23:58,200
Speaker 4: But the reason why I really wanted to do it

520
00:23:58,240 --> 00:24:00,359
Speaker 4: because the first time I seen that tech was a

521
00:24:00,840 --> 00:24:07,399
Speaker 4: nip store ninety at the store, like the whole store

522
00:24:07,520 --> 00:24:10,399
Speaker 4: was set up virtual, like you walk in and you

523
00:24:10,400 --> 00:24:13,560
Speaker 4: could take your phone and scan the wall and video

524
00:24:13,720 --> 00:24:15,879
Speaker 4: and content would come up. You take the tag in

525
00:24:15,920 --> 00:24:18,080
Speaker 4: the shirt and scan it, and I was like, what

526
00:24:19,080 --> 00:24:22,919
Speaker 4: we're talking about a kid from Christshaw that Like, I'm like,

527
00:24:23,040 --> 00:24:26,640
Speaker 4: I'm in that blown away. I'm like, what the heck

528
00:24:26,760 --> 00:24:30,760
Speaker 4: is this right? So they even pay homage that way now,

529
00:24:31,440 --> 00:24:34,280
Speaker 4: you know, to keep that even going as a salute

530
00:24:34,320 --> 00:24:36,960
Speaker 4: to him, because I felt like then when we talked

531
00:24:36,960 --> 00:24:39,560
Speaker 4: about Puma, he was like, there's nowhere in the world

532
00:24:39,880 --> 00:24:43,800
Speaker 4: they gonna get a skinny tattoo gang banger a deal.

533
00:24:43,880 --> 00:24:47,000
Speaker 4: And I was like, man, I don't care what they think.

534
00:24:48,840 --> 00:24:53,119
Speaker 4: You an icon at that moment, Like, I'm like, you.

535
00:24:53,160 --> 00:24:53,640
Speaker 1: Back then.

536
00:24:55,920 --> 00:24:58,679
Speaker 4: The human side. It's back to the human side when

537
00:24:58,720 --> 00:25:01,159
Speaker 4: you when you when you were in front a special human,

538
00:25:02,320 --> 00:25:04,800
Speaker 4: you know the feeling of that. You know, people that

539
00:25:04,880 --> 00:25:07,800
Speaker 4: you really call close friends or people that not even

540
00:25:07,840 --> 00:25:09,919
Speaker 4: close friends, but when you do get to see him

541
00:25:09,960 --> 00:25:13,040
Speaker 4: and they special humans, and you know that that time

542
00:25:13,080 --> 00:25:14,440
Speaker 4: when you get to see him, he just was just

543
00:25:14,760 --> 00:25:18,200
Speaker 4: a special glow. Yeah, he was just a special, special

544
00:25:18,280 --> 00:25:21,840
Speaker 4: human being. And when you've seen that to deal with

545
00:25:22,000 --> 00:25:25,520
Speaker 4: and be involved in all that and grow up in that.

546
00:25:25,640 --> 00:25:27,760
Speaker 4: But then when you get to meet him in his spirit,

547
00:25:27,800 --> 00:25:32,560
Speaker 4: in his tone and his genius is like. Then I

548
00:25:32,680 --> 00:25:37,200
Speaker 4: was like, oh, it's like it goes back to yeah,

549
00:25:37,200 --> 00:25:40,360
Speaker 4: you're from La, but we're no different. It's like use

550
00:25:40,400 --> 00:25:44,680
Speaker 4: a use an icon at that moment. And from there

551
00:25:44,720 --> 00:25:48,200
Speaker 4: it was like I visioned him in a T seven

552
00:25:48,240 --> 00:25:51,240
Speaker 4: tracksuit in that moment, and from the time he wore

553
00:25:51,280 --> 00:25:55,480
Speaker 4: that tea Steven I've never seen nobody rock, never seen

554
00:25:55,480 --> 00:26:00,000
Speaker 4: nobody rock. It was like it was like meant for him.

555
00:26:00,560 --> 00:26:02,199
Speaker 1: I even try to do my socks like it. I

556
00:26:02,200 --> 00:26:03,879
Speaker 1: can't do it. I can't do the way.

557
00:26:04,640 --> 00:26:06,640
Speaker 4: It was just meant for him, So you know when

558
00:26:06,680 --> 00:26:09,399
Speaker 4: something is meant I was like, man, it's like it

559
00:26:09,480 --> 00:26:12,680
Speaker 4: was just an honor for me. And the beautiful thing

560
00:26:12,720 --> 00:26:17,320
Speaker 4: about that was, at that moment, it wouldn't the craziest

561
00:26:17,359 --> 00:26:21,320
Speaker 4: amount of money or whatever. Him and his team understood

562
00:26:21,320 --> 00:26:26,440
Speaker 4: the value of partnership. Like when I seen that and

563
00:26:26,440 --> 00:26:28,760
Speaker 4: and Pum was seeing that, that made you be like, oh,

564
00:26:28,840 --> 00:26:31,560
Speaker 4: I want to be in partners with him forever because

565
00:26:31,600 --> 00:26:36,560
Speaker 4: you he understood partnership. He understood the value of I

566
00:26:36,600 --> 00:26:38,919
Speaker 4: tell people all the time, you go in to Pooora

567
00:26:38,960 --> 00:26:40,960
Speaker 4: and everybody wants deals and want to make money. You know,

568
00:26:41,040 --> 00:26:43,399
Speaker 4: I'm like, they're gonna pay you whatever, but I'm like,

569
00:26:44,000 --> 00:26:46,719
Speaker 4: the best way to get the best out of a

570
00:26:46,720 --> 00:26:50,800
Speaker 4: Poomer partnership is to realize how to make them work

571
00:26:50,840 --> 00:26:54,080
Speaker 4: for you. Give them what they want, but make the

572
00:26:54,200 --> 00:26:57,560
Speaker 4: machine work for you, and you can get way more

573
00:26:57,680 --> 00:26:59,639
Speaker 4: on top of it. They're gonna pay you whatever, but

574
00:26:59,680 --> 00:27:02,200
Speaker 4: you're gonna get way more out of it because it's

575
00:27:02,240 --> 00:27:06,080
Speaker 4: such a broad machine and they're good people like you

576
00:27:06,400 --> 00:27:09,760
Speaker 4: don't get in this world and find too many good

577
00:27:09,800 --> 00:27:13,560
Speaker 4: people in spaces, right, you know, no one's perfect, but

578
00:27:13,800 --> 00:27:15,960
Speaker 4: they're coming in with good intentions. So if you got

579
00:27:16,000 --> 00:27:18,400
Speaker 4: that and you know how to make the machine work

580
00:27:18,440 --> 00:27:20,040
Speaker 4: for you, I.

581
00:27:20,000 --> 00:27:22,119
Speaker 3: Was gonna ask, well, who was the first person you

582
00:27:22,160 --> 00:27:26,600
Speaker 3: gave a deal to in the industry, whether it was athlete, actor, artists.

583
00:27:26,760 --> 00:27:28,960
Speaker 4: Well, I didn't personally give it to him, but the

584
00:27:29,000 --> 00:27:33,000
Speaker 4: first one that I can say that I was a

585
00:27:33,080 --> 00:27:38,200
Speaker 4: part of, like we should do this with the launch

586
00:27:38,320 --> 00:27:40,080
Speaker 4: when we did the lunch poom withdeal.

587
00:27:40,160 --> 00:27:43,440
Speaker 1: Way before uh see to the table.

588
00:27:43,760 --> 00:27:45,560
Speaker 4: When when she did the thing and she came in,

589
00:27:45,680 --> 00:27:47,800
Speaker 4: created brought a team in and it was it was

590
00:27:47,840 --> 00:27:51,600
Speaker 4: probably you know, it's still iconic, one of the best,

591
00:27:51,720 --> 00:27:55,320
Speaker 4: you know collabs partnerships we then, you know, and like

592
00:27:55,359 --> 00:27:58,520
Speaker 4: I said, this was this was during a period was

593
00:27:58,560 --> 00:28:01,560
Speaker 4: though she was fine in her greatness even more so,

594
00:28:01,640 --> 00:28:04,560
Speaker 4: it was like it's the same thing as before that.

595
00:28:04,880 --> 00:28:08,920
Speaker 4: And I remember, like, no one really knowed that till

596
00:28:09,000 --> 00:28:10,320
Speaker 4: I spoke on it, you know what I mean. It

597
00:28:10,440 --> 00:28:12,120
Speaker 4: was like because I was just set at the table

598
00:28:12,160 --> 00:28:14,480
Speaker 4: and I'm seeing who everybody wants to run for, and

599
00:28:14,520 --> 00:28:17,760
Speaker 4: I was like, I think you should go Solarge route,

600
00:28:17,760 --> 00:28:19,600
Speaker 4: and they like Slone and I'm like, think about it.

601
00:28:19,640 --> 00:28:22,440
Speaker 4: She the one at that moment that the people you

602
00:28:22,640 --> 00:28:26,159
Speaker 4: chasing are paying attention to. And I just looked at

603
00:28:26,200 --> 00:28:27,760
Speaker 4: it through that lens and they trust me on that

604
00:28:27,800 --> 00:28:32,320
Speaker 4: and it worked. So that helped, you know, me, for

605
00:28:32,760 --> 00:28:34,920
Speaker 4: me to be able to say, let's go this route

606
00:28:34,960 --> 00:28:36,280
Speaker 4: and go that route and go that round.

607
00:28:36,320 --> 00:28:38,800
Speaker 3: What made y'all go to Puma or Puma come to y'all?

608
00:28:38,840 --> 00:28:41,120
Speaker 3: What made that partnership happen? Because you know, we've known,

609
00:28:41,520 --> 00:28:44,600
Speaker 3: of course, Hove had sneakers with Nike, You've had sneakers

610
00:28:44,600 --> 00:28:46,880
Speaker 3: with Reebok. You know, he's had sneakers with all these

611
00:28:46,880 --> 00:28:49,280
Speaker 3: different sneaker brands. What was it about Puma that said

612
00:28:49,480 --> 00:28:50,160
Speaker 3: this could work.

613
00:28:50,480 --> 00:28:53,320
Speaker 4: I think at that moment, for me, I took on

614
00:28:53,440 --> 00:28:57,080
Speaker 4: the challenge because it was at a time where the

615
00:28:57,320 --> 00:29:00,280
Speaker 4: artists wanted to be in the sneaker, you know, to

616
00:29:00,320 --> 00:29:03,040
Speaker 4: tap in that space. So at that moment, Meet was,

617
00:29:03,080 --> 00:29:06,360
Speaker 4: you know, really one of the first ones boomer And

618
00:29:06,440 --> 00:29:08,840
Speaker 4: for me it was like our artists wanted to be

619
00:29:08,880 --> 00:29:10,880
Speaker 4: in that world, so I gotta go over here. But

620
00:29:10,960 --> 00:29:13,200
Speaker 4: for me, I looked at it through that lens of

621
00:29:13,280 --> 00:29:16,480
Speaker 4: I'm watching. At that time, my son was young and

622
00:29:16,800 --> 00:29:19,080
Speaker 4: kids thinking that the only way they was gonna be

623
00:29:19,160 --> 00:29:25,440
Speaker 4: cool was wearing Jordan Nikes, and they was alienating everyday kids.

624
00:29:25,840 --> 00:29:28,120
Speaker 4: And I'm like, you can't do that, you know what

625
00:29:28,160 --> 00:29:31,920
Speaker 4: I'm saying. You can't alienate the everyday kid thinking, you know,

626
00:29:32,160 --> 00:29:34,360
Speaker 4: putting them in that if you're not a cool kid.

627
00:29:36,000 --> 00:29:38,960
Speaker 4: You can't do that, you know, especially right now now

628
00:29:39,000 --> 00:29:41,720
Speaker 4: when we realize about mental health and everything else, Like

629
00:29:42,080 --> 00:29:45,760
Speaker 4: that's not helping the process there, right And I intentionally

630
00:29:46,280 --> 00:29:49,040
Speaker 4: did not wear Nikes or Jordan for a while. I

631
00:29:49,080 --> 00:29:50,960
Speaker 4: was like, I'm gonna wear every other brand just to

632
00:29:50,960 --> 00:29:54,280
Speaker 4: show him and his friends that you don't need that.

633
00:29:54,360 --> 00:29:56,840
Speaker 4: So it was just a mental thing to show you know,

634
00:29:57,000 --> 00:29:59,360
Speaker 4: and then I like to walk into the events we

635
00:29:59,400 --> 00:30:02,200
Speaker 4: was having it and we say we sneaker heads. You

636
00:30:02,360 --> 00:30:04,200
Speaker 4: just can't come in with the Jordan Nike or some

637
00:30:04,320 --> 00:30:06,920
Speaker 4: yeezy and say you're sneaker here. You gotta go and

638
00:30:07,040 --> 00:30:12,320
Speaker 4: dig upstrick, go dig up some things, because it's like, remember,

639
00:30:12,360 --> 00:30:15,480
Speaker 4: sneakers was the thing was though the culture turned them

640
00:30:15,520 --> 00:30:18,920
Speaker 4: into icons. Not taking nothing away from the Jordans of

641
00:30:18,960 --> 00:30:21,600
Speaker 4: the world and all that. You gotta figure, you gotta figure.

642
00:30:21,640 --> 00:30:24,960
Speaker 4: When Jordan one first came out, you know, no one

643
00:30:25,040 --> 00:30:26,280
Speaker 4: you could barely, you know, give.

644
00:30:26,160 --> 00:30:29,040
Speaker 2: Them away for a while.

645
00:30:29,120 --> 00:30:31,200
Speaker 4: So then when the culture embraced it. You know what

646
00:30:31,200 --> 00:30:33,400
Speaker 4: I'm saying, that's the beauty of who we are. It's

647
00:30:33,400 --> 00:30:37,360
Speaker 4: the beauty while y'all got these beautiful chairs. Big new balance.

648
00:30:37,440 --> 00:30:40,080
Speaker 4: At one point, d m V is d m V

649
00:30:40,320 --> 00:30:43,360
Speaker 4: is new balance, kings huge. It ain't no, it ain't no,

650
00:30:43,440 --> 00:30:46,360
Speaker 4: it ain't no question, no knock and all due respect

651
00:30:46,400 --> 00:30:50,080
Speaker 4: to whoever that you know wear a new balance. But

652
00:30:50,560 --> 00:30:54,000
Speaker 4: DC and Baltimore it has been new balance forever. Like

653
00:30:54,480 --> 00:30:57,360
Speaker 4: just like you told well uptowns Air Force. One great

654
00:30:57,400 --> 00:31:03,120
Speaker 4: new balance has been that for DC and Ball forever.

655
00:31:02,400 --> 00:31:05,360
Speaker 1: They're making a resurgence all of a sudden.

656
00:31:05,240 --> 00:31:07,840
Speaker 4: They winning right now. I mean I think when you

657
00:31:07,840 --> 00:31:10,520
Speaker 4: look at a brand who's you know, made in the

658
00:31:10,640 --> 00:31:13,840
Speaker 4: US's US brand. It's a you know, family owned brand,

659
00:31:13,880 --> 00:31:17,080
Speaker 4: and they stuck to their guns. And right now it's

660
00:31:17,280 --> 00:31:19,000
Speaker 4: in a in a place whereas though you get to

661
00:31:19,080 --> 00:31:20,880
Speaker 4: drive the car you want to drive. And I think

662
00:31:21,320 --> 00:31:24,880
Speaker 4: that's that's that's culture for you, right, It's a it's

663
00:31:24,920 --> 00:31:27,400
Speaker 4: a returning door. I remember when I first came home

664
00:31:27,880 --> 00:31:31,000
Speaker 4: and you know, New Balance was my thing. You know,

665
00:31:31,640 --> 00:31:36,720
Speaker 4: everybody everybody was like, ain't it because you got to

666
00:31:36,720 --> 00:31:39,440
Speaker 4: think about it, you know. But it's beautiful to see

667
00:31:39,440 --> 00:31:43,080
Speaker 4: because I think that's the that's the beauty of sneaker culture,

668
00:31:43,160 --> 00:31:45,960
Speaker 4: that's the beauty of fashion, that's the beauty of just

669
00:31:46,040 --> 00:31:48,280
Speaker 4: culture in general. Right. It's like when we when we

670
00:31:48,320 --> 00:31:49,760
Speaker 4: really put our grips in something.

671
00:31:50,560 --> 00:31:52,520
Speaker 3: They got a new designer tooever, do a new Balance.

672
00:31:52,560 --> 00:31:54,840
Speaker 3: Now in the last three years they got to I

673
00:31:54,880 --> 00:31:56,360
Speaker 3: don't know who it is, but that is the kid.

674
00:31:56,440 --> 00:32:00,440
Speaker 4: I think it's the kid from Queen's I'm not yeah,

675
00:32:00,440 --> 00:32:02,720
Speaker 4: but that the creative director is dope.

676
00:32:02,840 --> 00:32:05,200
Speaker 3: Like he's putting out designs that's dope and it doesn't matter.

677
00:32:05,440 --> 00:32:07,959
Speaker 3: Like he's just putting out dope designs and they're having them.

678
00:32:08,080 --> 00:32:09,480
Speaker 3: I know they must be having a hard time because

679
00:32:09,520 --> 00:32:11,560
Speaker 3: I never see new balance in the sneaker stores, and

680
00:32:11,600 --> 00:32:13,160
Speaker 3: if I do, it's not the ones that.

681
00:32:13,160 --> 00:32:16,120
Speaker 2: I see with the big n and the dope colors.

682
00:32:15,840 --> 00:32:18,560
Speaker 3: And the dope designs. So they're doing So let's talk

683
00:32:18,560 --> 00:32:19,840
Speaker 3: about this, this this mixtape.

684
00:32:19,840 --> 00:32:21,360
Speaker 1: Now, hold on real quick. I want to stay the

685
00:32:21,400 --> 00:32:24,480
Speaker 1: fastest for one second. I want to pivot still in fashion,

686
00:32:24,520 --> 00:32:26,680
Speaker 1: but just the paper planes? Yes, how did you come

687
00:32:26,760 --> 00:32:28,960
Speaker 1: up with the idea of paper plane? Remember it was

688
00:32:29,000 --> 00:32:31,520
Speaker 1: twelve thirteen years ago. It was Rockaware still.

689
00:32:31,400 --> 00:32:33,080
Speaker 4: I think, well, you know what it was. It was

690
00:32:33,200 --> 00:32:36,320
Speaker 4: just going through that that that phase of Rockaware. When

691
00:32:36,360 --> 00:32:39,760
Speaker 4: I came home, Rockaway was still around, and you know, Jay,

692
00:32:39,760 --> 00:32:41,200
Speaker 4: it was like, you know what you want to do

693
00:32:41,240 --> 00:32:43,479
Speaker 4: in is fashion my thing? So it was like I

694
00:32:43,520 --> 00:32:46,240
Speaker 4: took on the challenge to say, let me go and

695
00:32:46,360 --> 00:32:49,600
Speaker 4: show the building that Rockaware is not dead. It's this fact.

696
00:32:49,640 --> 00:32:52,160
Speaker 4: It's just brand fatigue. Everybody to move on it. He's

697
00:32:52,240 --> 00:32:54,880
Speaker 4: not the brands. You know how we are with brands.

698
00:32:54,960 --> 00:32:57,160
Speaker 4: We move on. Ain't got nothing to do with the

699
00:32:57,200 --> 00:33:00,680
Speaker 4: designs just we move on the brands. We do that quick, right,

700
00:33:00,720 --> 00:33:03,880
Speaker 4: that's just the world. So I took that challenge on

701
00:33:04,640 --> 00:33:06,720
Speaker 4: just to show that part because at that moment it

702
00:33:06,800 --> 00:33:08,600
Speaker 4: was still like a men's side. It was still like

703
00:33:08,600 --> 00:33:10,960
Speaker 4: a fifty million dollar brand, even in the point when

704
00:33:11,000 --> 00:33:12,880
Speaker 4: everybody was like I'm not messing with that and this

705
00:33:13,000 --> 00:33:16,360
Speaker 4: then but it came a time it's like what was next?

706
00:33:16,480 --> 00:33:21,480
Speaker 4: And we had this young young designer and we bought

707
00:33:21,520 --> 00:33:24,960
Speaker 4: a die wei in from public school that we was

708
00:33:25,000 --> 00:33:28,400
Speaker 4: a creative director and you know, he's going back and

709
00:33:28,440 --> 00:33:30,440
Speaker 4: forth with this ideal and then then all of a

710
00:33:30,440 --> 00:33:33,760
Speaker 4: sudden came up with this plane and it was like, oh,

711
00:33:33,920 --> 00:33:36,480
Speaker 4: that's it. And then once you took it, you just

712
00:33:36,560 --> 00:33:39,760
Speaker 4: take a life of how do you build the narrative

713
00:33:39,840 --> 00:33:41,760
Speaker 4: and the story around it, you know what I mean,

714
00:33:41,800 --> 00:33:44,320
Speaker 4: and just continue to add to it. And my mission

715
00:33:44,640 --> 00:33:47,640
Speaker 4: and our mission has always been how can we continue

716
00:33:47,640 --> 00:33:51,360
Speaker 4: to inspire and help people imagine? So that's what that plane,

717
00:33:51,400 --> 00:33:53,920
Speaker 4: that plane took on a life because it's not about

718
00:33:53,920 --> 00:33:55,920
Speaker 4: the clothes. We're not selling your clothes, you know what

719
00:33:55,920 --> 00:33:59,080
Speaker 4: I mean, We're selling your feeling and wants you to

720
00:33:59,160 --> 00:34:01,560
Speaker 4: feel like you can be something else, and I think

721
00:34:02,440 --> 00:34:06,200
Speaker 4: that's more to me why it's a brand today, you

722
00:34:06,200 --> 00:34:07,880
Speaker 4: know what I mean? Like I said, I'm not gonna

723
00:34:07,920 --> 00:34:10,000
Speaker 4: go back. No one's ring vendor will. We're not going

724
00:34:10,080 --> 00:34:13,120
Speaker 4: to design something no different than somebody else's design. I

725
00:34:13,200 --> 00:34:15,359
Speaker 4: just think the meeting and the feeling of it, which

726
00:34:15,400 --> 00:34:17,480
Speaker 4: gives us life because when you look at it you

727
00:34:17,560 --> 00:34:20,160
Speaker 4: fast forward, it's the face of our whole company. Now.

728
00:34:20,280 --> 00:34:24,799
Speaker 3: But you mentioned brand fatigue, right, Why don't we see

729
00:34:24,840 --> 00:34:26,960
Speaker 3: brand fatigue and a lot of these white brands right

730
00:34:27,000 --> 00:34:32,600
Speaker 3: you look at you know, whether it's Gucci, Fendy, Louis Vauton,

731
00:34:32,960 --> 00:34:36,200
Speaker 3: you could say, Steve Madden, you can stay gap, you

732
00:34:36,239 --> 00:34:39,480
Speaker 3: could say, you know whatever.

733
00:34:39,400 --> 00:34:40,400
Speaker 4: You see brand fatigue.

734
00:34:41,160 --> 00:34:43,839
Speaker 3: They're still but there's still successful people wearing I feel

735
00:34:43,880 --> 00:34:45,719
Speaker 3: like with our coach a lot of times it's like

736
00:34:45,960 --> 00:34:48,359
Speaker 3: I feel like it's just like people not only slow

737
00:34:48,400 --> 00:34:50,160
Speaker 3: down wearing it, it's almost like they shit on it.

738
00:34:50,640 --> 00:34:52,600
Speaker 4: That's what we do, which is crazy.

739
00:34:52,640 --> 00:34:55,000
Speaker 2: But don't we don't do it for the other brand.

740
00:34:55,080 --> 00:34:57,799
Speaker 3: I mean, it's just Alexander McQueen, like you don't see it,

741
00:34:57,920 --> 00:34:59,279
Speaker 3: you know, you might see it go up and down,

742
00:34:59,280 --> 00:35:01,120
Speaker 3: but it's still st Nobody ships on it.

743
00:35:01,200 --> 00:35:02,000
Speaker 2: Our brands is.

744
00:35:01,880 --> 00:35:05,439
Speaker 3: Just whether it's football or rockawear or fat Farm or

745
00:35:05,800 --> 00:35:07,239
Speaker 3: showing what was Diddy ship.

746
00:35:07,480 --> 00:35:09,799
Speaker 2: Like, Yeah, it's like I feel like we turn our

747
00:35:09,840 --> 00:35:10,920
Speaker 2: back to it, like we ship on it.

748
00:35:11,000 --> 00:35:13,160
Speaker 4: Yeah. I don't think it's because it's fast. I just

749
00:35:13,160 --> 00:35:16,040
Speaker 4: think that's who we are. We wake up, we deal

750
00:35:16,080 --> 00:35:18,120
Speaker 4: with the thing was that we wake up every day

751
00:35:18,120 --> 00:35:20,960
Speaker 4: looking for what's next. That's what we then created with

752
00:35:21,040 --> 00:35:24,000
Speaker 4: this new It's like you wake up every single day

753
00:35:24,040 --> 00:35:27,200
Speaker 4: what's next? Because think about it being in New York, Right,

754
00:35:27,239 --> 00:35:30,080
Speaker 4: You've got the different barrels, right, the reason the thing

755
00:35:30,160 --> 00:35:34,080
Speaker 4: that separated Harlem, right, because Harlem was always coming in.

756
00:35:34,120 --> 00:35:38,560
Speaker 4: What was next? It's like you gotta what's the what's

757
00:35:38,600 --> 00:35:41,600
Speaker 4: the next thing. It's like during during the summertime when

758
00:35:41,600 --> 00:35:43,600
Speaker 4: the when the Rocker games going on, it's like it's

759
00:35:43,640 --> 00:35:47,000
Speaker 4: not even just closed cars. Everybody's coming in. What's the

760
00:35:47,040 --> 00:35:51,520
Speaker 4: new spaceship? Right, It's like that's the and it ain't

761
00:35:51,520 --> 00:35:54,000
Speaker 4: got to be the expensive car. It's like one years

762
00:35:54,040 --> 00:35:57,280
Speaker 4: then the station wagon. Right, you're gonna see a few guys,

763
00:35:57,680 --> 00:36:00,319
Speaker 4: we're gonna come through call it up their way up

764
00:36:00,360 --> 00:36:02,719
Speaker 4: their way next year is the coop such and s.

765
00:36:04,719 --> 00:36:07,759
Speaker 4: It's just we just we always that way. And I

766
00:36:07,840 --> 00:36:09,960
Speaker 4: think when you look at brands like Gucci and all

767
00:36:10,040 --> 00:36:13,840
Speaker 4: them before we came in the fold to say, you know,

768
00:36:14,000 --> 00:36:16,759
Speaker 4: we messing with them brands, look what they have been

769
00:36:16,880 --> 00:36:19,560
Speaker 4: through to solidify themselves to be in a position for

770
00:36:19,719 --> 00:36:22,359
Speaker 4: us to say, okay, let's go do that. Right, there's

771
00:36:22,400 --> 00:36:24,759
Speaker 4: a lot of history. There's a lot of history, you

772
00:36:24,840 --> 00:36:27,720
Speaker 4: know what I mean. It's like a lot of history

773
00:36:27,800 --> 00:36:32,080
Speaker 4: that I think with us. You see it in the hood, right,

774
00:36:32,160 --> 00:36:35,120
Speaker 4: you see it where we're from. We we quit the

775
00:36:35,360 --> 00:36:37,279
Speaker 4: you know, it's a restaurant right on the corner that's

776
00:36:37,320 --> 00:36:44,960
Speaker 4: black on but guess what to the Chinese. But it's

777
00:36:45,160 --> 00:36:47,240
Speaker 4: just you know, I think how we wired.

778
00:36:47,280 --> 00:36:49,160
Speaker 1: But I think white ice is colder sometimes.

779
00:36:49,239 --> 00:36:52,560
Speaker 4: Yeah, but I think you see it now, whereas though

780
00:36:52,640 --> 00:36:55,080
Speaker 4: you have to say that, you see the world we

781
00:36:55,360 --> 00:36:58,320
Speaker 4: were embracing us more and more and you and you

782
00:36:58,400 --> 00:37:01,279
Speaker 4: can respect that because you see it and it's a

783
00:37:01,360 --> 00:37:02,960
Speaker 4: great thing, you know what I mean, It's a great

784
00:37:03,040 --> 00:37:05,400
Speaker 4: thing to see. We can talk about what happened before

785
00:37:05,800 --> 00:37:07,319
Speaker 4: it is what it is. But I think it then

786
00:37:07,400 --> 00:37:09,120
Speaker 4: helped us get to a point where was though, people

787
00:37:09,160 --> 00:37:14,040
Speaker 4: are waking up right now and like I'm embracing us,

788
00:37:14,320 --> 00:37:17,760
Speaker 4: our brands, what we're doing. I'm talking about really supporting

789
00:37:17,840 --> 00:37:19,719
Speaker 4: it and really going for it. And that's a beautiful thing.

790
00:37:19,800 --> 00:37:22,279
Speaker 4: It's like a growth thing, right, It's a growth thing.

791
00:37:22,400 --> 00:37:25,399
Speaker 1: I remember watching you in the Rock Nation office about

792
00:37:25,400 --> 00:37:27,520
Speaker 1: a decadego. You was walking around the office throwing the paper,

793
00:37:27,560 --> 00:37:28,960
Speaker 1: playing around. I was like, why are you throwing this

794
00:37:29,440 --> 00:37:31,360
Speaker 1: paper playing around? I remember asking you that. You was like,

795
00:37:31,480 --> 00:37:34,120
Speaker 1: that's that's what's next. That's all you said, that's what's next.

796
00:37:34,239 --> 00:37:37,760
Speaker 4: I mean, that's the beauty of right, because you when

797
00:37:37,840 --> 00:37:40,960
Speaker 4: I can have this conversation and I can have somebody

798
00:37:41,120 --> 00:37:44,960
Speaker 4: talk about that moment of there, then it's bigger than

799
00:37:44,960 --> 00:37:47,960
Speaker 4: the clothes. And that's what I'm saying. It's like when

800
00:37:48,000 --> 00:37:50,640
Speaker 4: you look at y'all, right, when y'all started this breakfast club, right,

801
00:37:51,080 --> 00:37:54,719
Speaker 4: this is bigger than just being on the radio. You

802
00:37:54,760 --> 00:37:57,520
Speaker 4: know what I mean? This is this is culture in

803
00:37:57,840 --> 00:37:59,799
Speaker 4: its own way. So when I walk here, I don't

804
00:37:59,840 --> 00:38:01,719
Speaker 4: look at y'all is just from the race. I don't

805
00:38:01,760 --> 00:38:04,200
Speaker 4: look at the program, right, and I think that's what

806
00:38:04,280 --> 00:38:06,920
Speaker 4: the program, that's what that's what the plane represents. It's like,

807
00:38:07,400 --> 00:38:10,319
Speaker 4: you know what, we're flying around that program because even

808
00:38:10,360 --> 00:38:14,520
Speaker 4: though being here is a program, right, beautiful big program,

809
00:38:14,640 --> 00:38:17,640
Speaker 4: but it's still a box. It's a program. That plane

810
00:38:17,680 --> 00:38:21,960
Speaker 4: represent culture. We've never been programmed. That's why we fifty

811
00:38:22,040 --> 00:38:25,640
Speaker 4: years hip hop right now, right because you can't program it.

812
00:38:26,760 --> 00:38:29,400
Speaker 4: You can't, like, if we do, let the world program

813
00:38:29,800 --> 00:38:34,239
Speaker 4: hip hop, then we wouldn't be here now. And that's

814
00:38:34,320 --> 00:38:36,800
Speaker 4: the beauty of being in this moment right even to

815
00:38:36,920 --> 00:38:39,120
Speaker 4: be a part of it, even all of us, because

816
00:38:39,160 --> 00:38:40,840
Speaker 4: we all apart, we all grew up off of it.

817
00:38:40,920 --> 00:38:45,320
Speaker 4: We all got some DNA of that. That's what pushes

818
00:38:45,440 --> 00:38:48,520
Speaker 4: us to say, I can be the real estate guy.

819
00:38:49,040 --> 00:38:51,719
Speaker 4: I can be, you know, the entrepreneur over here. I

820
00:38:51,800 --> 00:38:55,799
Speaker 4: can be that this hip hop culture thing gave us

821
00:38:55,880 --> 00:38:57,080
Speaker 4: that lens that we can do.

822
00:38:57,200 --> 00:39:00,520
Speaker 1: That absolutely real. Now, what did the name Home Souls

823
00:39:00,520 --> 00:39:02,640
Speaker 1: come from? When when I hear the name, of course

824
00:39:02,680 --> 00:39:04,879
Speaker 1: I can see how it's spelled his shoes. But that's

825
00:39:04,920 --> 00:39:06,640
Speaker 1: what I think of when I think of Emery Jones,

826
00:39:06,680 --> 00:39:07,319
Speaker 1: a humble soul.

827
00:39:07,400 --> 00:39:09,879
Speaker 4: And I think when I when I the artist that's

828
00:39:09,920 --> 00:39:12,719
Speaker 4: a part of this. You know, when they brought him

829
00:39:12,760 --> 00:39:15,960
Speaker 4: in to the office. I think Sherry and Omar Rock Nation,

830
00:39:16,080 --> 00:39:18,160
Speaker 4: they did a great job of just who they tapping

831
00:39:18,239 --> 00:39:20,680
Speaker 4: into far as talent. You know what I'm saying. It's like,

832
00:39:21,120 --> 00:39:23,520
Speaker 4: you gotta find what makes sense for you, right, And

833
00:39:23,640 --> 00:39:26,520
Speaker 4: I think they tapping in and not just some talent individuals.

834
00:39:26,600 --> 00:39:29,960
Speaker 4: They good kids, they're good humans, right. And I think

835
00:39:30,200 --> 00:39:31,920
Speaker 4: when you brought it, when they brought him into me

836
00:39:32,280 --> 00:39:35,160
Speaker 4: before any of this, and I'm like, yo, what you

837
00:39:35,200 --> 00:39:37,040
Speaker 4: ain't got a record, you ain't got nothing, but you're good,

838
00:39:37,120 --> 00:39:39,520
Speaker 4: so you know me? Shall me? I'm like, whatever i

839
00:39:39,600 --> 00:39:42,680
Speaker 4: can do. I'm men, Absolutely, I'm men. I'm not gonna

840
00:39:42,680 --> 00:39:44,120
Speaker 4: wait for you to get a hit. And then it's

841
00:39:44,200 --> 00:39:46,759
Speaker 4: like show up and be like I'm in right. So

842
00:39:47,400 --> 00:39:49,600
Speaker 4: over the years when you when you when you build

843
00:39:49,680 --> 00:39:51,920
Speaker 4: these relationships and bonds, and I had a chance to

844
00:39:52,040 --> 00:39:54,160
Speaker 4: do this, I was like, you know what, this is

845
00:39:54,200 --> 00:39:56,600
Speaker 4: the perfect time to do this because I feel like

846
00:39:57,560 --> 00:40:02,719
Speaker 4: in the world at this moment was so much going on, right, humbly,

847
00:40:03,120 --> 00:40:07,400
Speaker 4: like you need some of that to get through. Like,

848
00:40:07,600 --> 00:40:09,400
Speaker 4: don't get me wrong, I stand up every day and

849
00:40:09,440 --> 00:40:11,560
Speaker 4: I'm proud of everything I do. And you know, I'm

850
00:40:12,160 --> 00:40:14,960
Speaker 4: you know, put that foot forward and salute myself and

851
00:40:15,560 --> 00:40:19,160
Speaker 4: love it. I get saluted, But I think the humbleness

852
00:40:19,239 --> 00:40:22,120
Speaker 4: of me getting here and being able to come back here,

853
00:40:22,239 --> 00:40:24,840
Speaker 4: like I remember, you know at a time, was some

854
00:40:24,960 --> 00:40:28,200
Speaker 4: people here, you know, y'all open the door with open arms,

855
00:40:28,719 --> 00:40:30,919
Speaker 4: and we came and had a real conversation. I don't

856
00:40:30,920 --> 00:40:35,400
Speaker 4: think I had a real conversation till now having it again,

857
00:40:35,480 --> 00:40:39,360
Speaker 4: but from that moment, right, because you know, you felt

858
00:40:39,400 --> 00:40:42,080
Speaker 4: the humbleness in it as you see what I was doing,

859
00:40:42,200 --> 00:40:45,799
Speaker 4: but you know the humble side of it. So when

860
00:40:46,360 --> 00:40:48,320
Speaker 4: these guys, I felt like they that's what they was,

861
00:40:48,400 --> 00:40:50,560
Speaker 4: and I just flipped the souls because we're doing sneakers

862
00:40:50,600 --> 00:40:53,160
Speaker 4: and it's all just you know, that's that's hip hop, right,

863
00:40:53,239 --> 00:40:56,800
Speaker 4: double and tandras right. So it was like flip the souls.

864
00:40:56,840 --> 00:40:58,360
Speaker 4: But I think that they just good.

865
00:40:58,280 --> 00:41:04,839
Speaker 1: People, convincent man, fire, phenomenal, phenomenal.

866
00:41:04,920 --> 00:41:06,720
Speaker 4: Yeah, I mean think about it. You gotta take Ruben.

867
00:41:07,239 --> 00:41:10,359
Speaker 4: Look at look who he's under. He's under a real

868
00:41:10,880 --> 00:41:18,160
Speaker 4: humble cap nine one Guru ra that that right there.

869
00:41:18,280 --> 00:41:21,160
Speaker 4: So when you take that and you get to get

870
00:41:21,200 --> 00:41:23,920
Speaker 4: that season every day and that toolige every day, it

871
00:41:24,040 --> 00:41:27,319
Speaker 4: is like it could only get you. And then he's look, man,

872
00:41:27,400 --> 00:41:29,839
Speaker 4: his parents is African man, so you got to figure

873
00:41:29,880 --> 00:41:33,359
Speaker 4: they came from Africa and he's like that first generation here.

874
00:41:33,960 --> 00:41:37,279
Speaker 4: So you take all that going on and and and

875
00:41:37,560 --> 00:41:39,800
Speaker 4: then you give him some opportunity to help change his

876
00:41:39,920 --> 00:41:45,239
Speaker 4: family life. Hey, it's the perfect thing. I just thought

877
00:41:45,280 --> 00:41:46,360
Speaker 4: the name was just perfect.

878
00:41:46,760 --> 00:41:48,480
Speaker 1: What made you reach out to Clue and get him

879
00:41:48,480 --> 00:41:49,359
Speaker 1: back in his mix tape?

880
00:41:49,400 --> 00:41:52,040
Speaker 4: Bag man? Listen when when when we did it? Think

881
00:41:52,040 --> 00:41:55,120
Speaker 4: about it. We brought all these artists together four days

882
00:41:55,200 --> 00:41:58,160
Speaker 4: to la. They have never been in the studio together

883
00:41:58,440 --> 00:42:01,359
Speaker 4: four days. Four days have been the studio together, never

884
00:42:01,480 --> 00:42:03,640
Speaker 4: hung out, most of them meeting each other at that

885
00:42:03,760 --> 00:42:06,719
Speaker 4: moment in real time. And we got eighty percent of

886
00:42:06,800 --> 00:42:09,279
Speaker 4: this project done in four the ays. So it was

887
00:42:09,400 --> 00:42:12,319
Speaker 4: just the energy, the synergy, right. So when we was done,

888
00:42:12,400 --> 00:42:15,200
Speaker 4: it was raw. The team was set back, like, Yo,

889
00:42:15,719 --> 00:42:18,399
Speaker 4: if we're gonna do a mixtape, we got to reach

890
00:42:18,520 --> 00:42:20,960
Speaker 4: back and figure out who's gonna host this? And we

891
00:42:21,080 --> 00:42:23,920
Speaker 4: got this. We got this poster in the in the

892
00:42:24,040 --> 00:42:26,440
Speaker 4: office in my office about we did a board and

893
00:42:26,520 --> 00:42:29,480
Speaker 4: everybody rolled in there. We put it this survey the

894
00:42:29,600 --> 00:42:34,880
Speaker 4: best uh, mixtapes ever, and you know, everybody's you know,

895
00:42:34,920 --> 00:42:37,640
Speaker 4: they're young, so they talking, you know, all the things

896
00:42:37,719 --> 00:42:40,440
Speaker 4: that I really, you know, I know about. But mixtapes

897
00:42:40,520 --> 00:42:41,440
Speaker 4: to me was different.

898
00:42:41,560 --> 00:42:42,000
Speaker 1: Growing up.

899
00:42:42,360 --> 00:42:45,360
Speaker 4: Mixtapes was a pot of gumbo. They wouldn't they wouldn't

900
00:42:45,800 --> 00:42:47,960
Speaker 4: album albums. They was a pot of gumbo. And you

901
00:42:48,400 --> 00:42:49,840
Speaker 4: you know, that's what I grew up on. That's what

902
00:42:50,200 --> 00:42:53,200
Speaker 4: that was my Internet and social media to the world

903
00:42:53,680 --> 00:42:55,959
Speaker 4: before with social media, because I could find an artist

904
00:42:56,000 --> 00:43:01,879
Speaker 4: from North Carolina, Texas don't want a mixtape, And they

905
00:43:02,000 --> 00:43:05,279
Speaker 4: came and they had the board and out of all

906
00:43:05,400 --> 00:43:08,359
Speaker 4: the you know that new generation stuff, it was two

907
00:43:08,520 --> 00:43:13,720
Speaker 4: names on the board. It was from before DJ Clue

908
00:43:14,160 --> 00:43:18,480
Speaker 4: and then they had Flex on that right and my

909
00:43:18,640 --> 00:43:21,759
Speaker 4: team shy in. I gotta give her a credit. She

910
00:43:21,920 --> 00:43:24,800
Speaker 4: kept saying Clue. Her thing was Clue, like she was

911
00:43:24,920 --> 00:43:27,680
Speaker 4: animate Clue. And I was like, you know, I can't

912
00:43:27,840 --> 00:43:30,400
Speaker 4: you know me, I don't like asking people, you know,

913
00:43:30,440 --> 00:43:34,080
Speaker 4: I don't want to feel like But then I thought

914
00:43:34,120 --> 00:43:37,080
Speaker 4: about it and I was like, you know what Clue

915
00:43:37,320 --> 00:43:40,480
Speaker 4: for me? Clue family without even being family. I was

916
00:43:40,560 --> 00:43:42,960
Speaker 4: gone doing all that. But when you you know, he's

917
00:43:43,000 --> 00:43:46,000
Speaker 4: a part of the dynasty, the dynasty and part of

918
00:43:46,239 --> 00:43:48,879
Speaker 4: you know what helped me be me right and helped

919
00:43:48,920 --> 00:43:51,400
Speaker 4: me get through and mine. So I look at it

920
00:43:51,480 --> 00:43:53,360
Speaker 4: his family. I don't look at it no more or

921
00:43:53,440 --> 00:43:55,160
Speaker 4: less right. We ain't never got hang. I look at

922
00:43:55,200 --> 00:43:58,080
Speaker 4: his family. So we reached out and I had a

923
00:43:58,160 --> 00:44:00,320
Speaker 4: conversation with him, and I just broke it down to

924
00:44:00,440 --> 00:44:03,040
Speaker 4: him what was really going on and why I was

925
00:44:03,120 --> 00:44:05,120
Speaker 4: doing it and the reason why I was doing it.

926
00:44:05,239 --> 00:44:05,600
Speaker 5: He was in.

927
00:44:05,760 --> 00:44:09,279
Speaker 4: He was so into that, like giving the artists a

928
00:44:09,400 --> 00:44:13,279
Speaker 4: platform again without being programmed and doing this and then

929
00:44:13,360 --> 00:44:15,520
Speaker 4: taking the sneaker was though I didn't need a mixtape

930
00:44:15,520 --> 00:44:18,400
Speaker 4: to sell a sneaker, but taking the platform of Puma

931
00:44:18,520 --> 00:44:21,560
Speaker 4: and foot Locker and saying, Okay, I'm gonna do this

932
00:44:21,719 --> 00:44:24,880
Speaker 4: mixtape when we merge them together, but let these artists

933
00:44:24,920 --> 00:44:28,440
Speaker 4: have a runway from that, and then they can drive

934
00:44:28,520 --> 00:44:30,439
Speaker 4: off and drive their own car to wherever. We don't

935
00:44:30,440 --> 00:44:32,560
Speaker 4: own the music. I don't get nothing off of this.

936
00:44:32,960 --> 00:44:34,920
Speaker 4: You feel what I'm saying, Like, yes, rock Nation is

937
00:44:35,280 --> 00:44:37,840
Speaker 4: putting it together, but the artists own their own songs.

938
00:44:38,280 --> 00:44:41,080
Speaker 4: So it's like you get to drive off and do

939
00:44:41,200 --> 00:44:44,800
Speaker 4: what you want. He was like, I'm in right, without

940
00:44:44,840 --> 00:44:47,560
Speaker 4: even hearing the music, right, I was like, nah, let me.

941
00:44:47,719 --> 00:44:49,719
Speaker 4: I got on a plane, came to New York and

942
00:44:51,320 --> 00:44:55,279
Speaker 4: played it for him like and I'm like I had

943
00:44:55,320 --> 00:44:56,840
Speaker 4: to play it for him because I'm like, this is

944
00:44:56,880 --> 00:44:58,960
Speaker 4: the time. I need you to wrap your arms around it,

945
00:44:59,719 --> 00:45:03,600
Speaker 4: you know, mold it and make sure it's that and

946
00:45:03,800 --> 00:45:07,759
Speaker 4: that's what Clue can do, right. And I was like, here,

947
00:45:08,200 --> 00:45:10,360
Speaker 4: so it ain't like I'm coming and this is our

948
00:45:10,560 --> 00:45:13,560
Speaker 4: my pride, this is our project, this is us like

949
00:45:13,719 --> 00:45:15,719
Speaker 4: you know, like I tell the artist, this ain't my

950
00:45:15,800 --> 00:45:19,400
Speaker 4: sneaker no more. This is our sneaker. Like So he

951
00:45:19,560 --> 00:45:21,480
Speaker 4: came in and wrapped his arm around and I got

952
00:45:21,520 --> 00:45:23,600
Speaker 4: to go in the studio with him in Duro and

953
00:45:23,719 --> 00:45:25,759
Speaker 4: I was like, come on, man, I'm like a kid.

954
00:45:26,719 --> 00:45:30,160
Speaker 4: I'm like, I'm like a kid watching you know. You

955
00:45:30,360 --> 00:45:34,279
Speaker 4: got I got outside like mixing and and I'm like,

956
00:45:34,880 --> 00:45:38,359
Speaker 4: so it's I'm having a moment myself. And it's like, oh,

957
00:45:38,800 --> 00:45:41,480
Speaker 4: we get to add a page to this fifty year

958
00:45:41,719 --> 00:45:46,560
Speaker 4: hip hop, not this year, but that whole book. We

959
00:45:46,680 --> 00:45:50,759
Speaker 4: get the air add a page into that book. I'm like, man,

960
00:45:51,000 --> 00:45:52,960
Speaker 4: you can't go wrong. And then first thing, when you

961
00:45:53,040 --> 00:45:55,080
Speaker 4: heard we got in there and he start hitting with

962
00:45:55,160 --> 00:45:57,520
Speaker 4: the you hear his voice off.

963
00:45:57,440 --> 00:46:00,239
Speaker 2: The top, you're like, put you back in at that

964
00:46:00,360 --> 00:46:02,319
Speaker 2: moment you like ah, And.

965
00:46:02,440 --> 00:46:06,080
Speaker 4: And then you take that and to be honest, music

966
00:46:06,239 --> 00:46:09,360
Speaker 4: is good, very good like and that's the that's the

967
00:46:09,920 --> 00:46:12,640
Speaker 4: you take that on top of the music being good.

968
00:46:12,920 --> 00:46:15,400
Speaker 4: And like I said, I think it's just setting the

969
00:46:15,520 --> 00:46:18,440
Speaker 4: tone of that next chapter, not just for the artists.

970
00:46:18,880 --> 00:46:20,960
Speaker 4: Whatever that is for Clue, whatever that is for me,

971
00:46:21,080 --> 00:46:23,239
Speaker 4: whatever that is for Puma, whatever that is for for like,

972
00:46:23,360 --> 00:46:26,400
Speaker 4: whatever that whoever is involved. I think this is bringing

973
00:46:26,440 --> 00:46:28,120
Speaker 4: the best out of all of us, right, And I

974
00:46:28,239 --> 00:46:30,759
Speaker 4: think that's when you make something great. When you get

975
00:46:30,800 --> 00:46:33,840
Speaker 4: set back and we take everybody to Boston. We just

976
00:46:34,200 --> 00:46:36,320
Speaker 4: take them to Puma and let them. But then the

977
00:46:36,400 --> 00:46:39,279
Speaker 4: people who's doing b roll from Puma come back and

978
00:46:39,400 --> 00:46:41,600
Speaker 4: show me something that they shot behind the scenes. It's

979
00:46:41,680 --> 00:46:44,680
Speaker 4: like you see, when you bring that energy in the room,

980
00:46:44,719 --> 00:46:46,920
Speaker 4: it just brings the best out of everybody. And I

981
00:46:47,000 --> 00:46:49,879
Speaker 4: think Clue just helped to bring the best out of them.

982
00:46:50,160 --> 00:46:53,279
Speaker 4: And I think for Clue, for me, we talked about it.

983
00:46:53,800 --> 00:46:56,160
Speaker 4: I think Clue has so much to offer to the world,

984
00:46:57,200 --> 00:47:01,560
Speaker 4: like I'm ready to set back and champion and root

985
00:47:01,640 --> 00:47:05,640
Speaker 4: for him on just being able to give that knowledge

986
00:47:05,719 --> 00:47:09,640
Speaker 4: and show the world of what he done in this

987
00:47:10,680 --> 00:47:14,080
Speaker 4: fifty years of hip hop, what his you know, contributions

988
00:47:14,160 --> 00:47:15,600
Speaker 4: have been. Like the world needs that.

989
00:47:16,120 --> 00:47:17,959
Speaker 1: I told him yesterday, he got to use this tape

990
00:47:18,200 --> 00:47:19,640
Speaker 1: to step back into his legacy.

991
00:47:20,200 --> 00:47:22,000
Speaker 4: The world needs that, you know what I mean. And

992
00:47:22,400 --> 00:47:24,400
Speaker 4: it's hard because you know when you in your comfort

993
00:47:24,480 --> 00:47:26,879
Speaker 4: zone and you don't want to, but I just think

994
00:47:27,040 --> 00:47:29,320
Speaker 4: this is that time where was though. The world needs that.

995
00:47:30,120 --> 00:47:33,080
Speaker 4: Like it's so much going on and so much good,

996
00:47:33,200 --> 00:47:36,720
Speaker 4: bad and ugly going on, Like we always can take that. Clue.

997
00:47:36,880 --> 00:47:40,400
Speaker 4: Clue is history, man, Absolutely Clue. Clue Clue. You know,

998
00:47:40,840 --> 00:47:43,120
Speaker 4: Clue is one of the ones. When you talk about mixtape.

999
00:47:43,120 --> 00:47:44,719
Speaker 4: You got to put him his name at the top

1000
00:47:44,760 --> 00:47:48,120
Speaker 4: of the list about what mixtape became.

1001
00:47:51,000 --> 00:47:53,400
Speaker 2: It's needed and how can people get this mixtape?

1002
00:47:54,360 --> 00:47:57,520
Speaker 4: So right now, the way you get it, we dropped

1003
00:47:57,560 --> 00:47:59,920
Speaker 4: a single, got the single while we got some content

1004
00:48:00,120 --> 00:48:06,000
Speaker 4: out right now, it's only on the sneaker. What it's

1005
00:48:06,040 --> 00:48:08,880
Speaker 4: only right now? The cold.

1006
00:48:22,280 --> 00:48:37,520
Speaker 5: Yeah, so yeah, so when you get the sneaker, we

1007
00:48:37,640 --> 00:48:41,680
Speaker 5: got a chip and the sneaker, So that means we

1008
00:48:41,760 --> 00:48:44,360
Speaker 5: can always change out content AD content.

1009
00:48:46,000 --> 00:48:50,920
Speaker 4: So you go and you you you download the content

1010
00:48:50,960 --> 00:48:53,160
Speaker 4: and the music on the sneaker. So right now is

1011
00:48:53,239 --> 00:48:55,400
Speaker 4: just to keep that energy. We're going to all DSPs,

1012
00:48:55,520 --> 00:48:57,520
Speaker 4: but it's just right now, we're just having fun because,

1013
00:48:57,960 --> 00:49:01,319
Speaker 4: like I said, I think for me, I didn't want

1014
00:49:01,360 --> 00:49:03,399
Speaker 4: to get into the program thing because once you start

1015
00:49:03,440 --> 00:49:05,960
Speaker 4: the program thing, we take away from why we did it.

1016
00:49:06,000 --> 00:49:07,880
Speaker 4: We take away the human side of the artists, like

1017
00:49:08,239 --> 00:49:10,440
Speaker 4: you got to fit into this box and what's going on.

1018
00:49:10,640 --> 00:49:13,920
Speaker 4: And I want people to see this process like we

1019
00:49:14,680 --> 00:49:16,920
Speaker 4: like we got all the content of us making this,

1020
00:49:17,560 --> 00:49:19,920
Speaker 4: like in the studio making it. You seeing it in

1021
00:49:20,040 --> 00:49:23,239
Speaker 4: real time and you're seeing this coaraateerie come together of

1022
00:49:23,440 --> 00:49:25,640
Speaker 4: just young talent, like in the world where they say

1023
00:49:25,680 --> 00:49:30,400
Speaker 4: we can't get along, come together from everywhere from Chicago, Brooklyn,

1024
00:49:31,120 --> 00:49:34,440
Speaker 4: you know, New Orleans is comped in. It's like all

1025
00:49:34,520 --> 00:49:37,600
Speaker 4: this synergy go on. So you know, from from now

1026
00:49:38,239 --> 00:49:41,360
Speaker 4: you get it all that's dope off the phone.

1027
00:49:41,480 --> 00:49:44,200
Speaker 1: That's crazy. So when the niagas come out, then.

1028
00:49:44,320 --> 00:49:49,440
Speaker 4: Sniggers came out on the fourteen now fourteen fourteen Puma

1029
00:49:49,520 --> 00:49:52,760
Speaker 4: dot Com or footlocker dot com. You know, it's a footlocker.

1030
00:49:52,800 --> 00:49:55,400
Speaker 4: This style is a foot Locker exclusive. But I felt like,

1031
00:49:55,560 --> 00:49:58,319
Speaker 4: at this moment, that's a beautiful thing because we're gonna

1032
00:49:58,400 --> 00:50:03,800
Speaker 4: utilize that platform till I fifty years and all that

1033
00:50:04,200 --> 00:50:07,200
Speaker 4: and make it make sense. So this is the original.

1034
00:50:07,760 --> 00:50:10,120
Speaker 4: So this is the cassette tape. So it's the evolution

1035
00:50:10,280 --> 00:50:18,279
Speaker 4: of music. So you go from go from go from

1036
00:50:18,320 --> 00:50:37,640
Speaker 4: the cassette tape to the CD player Sony Walkman MP three,

1037
00:50:39,480 --> 00:50:41,719
Speaker 4: So it's just the evolution of music. You know what

1038
00:50:41,719 --> 00:50:44,120
Speaker 4: I'm saying, Just paying homage to the evolution of music

1039
00:50:44,640 --> 00:50:47,120
Speaker 4: and just showing my respect to what helped me be

1040
00:50:47,280 --> 00:50:51,440
Speaker 4: who I am. Hip hop culture helped me become Emory Jones,

1041
00:50:51,520 --> 00:50:53,880
Speaker 4: Vegas Jones, whatever you want to call it. It's a

1042
00:50:54,000 --> 00:50:57,360
Speaker 4: big part of who I am, why I'm here, and

1043
00:50:57,480 --> 00:50:59,320
Speaker 4: why I do what I do. So it's just a

1044
00:51:00,200 --> 00:51:02,720
Speaker 4: h homage back to them, and I go into everybody.

1045
00:51:02,840 --> 00:51:05,840
Speaker 4: My favorite part of the sneakers look at shoe string tips?

1046
00:51:10,480 --> 00:51:11,640
Speaker 4: What what is it?

1047
00:51:14,080 --> 00:51:15,040
Speaker 1: Oh my god?

1048
00:51:15,440 --> 00:51:18,080
Speaker 4: You know what I'm saying, It's just it's just the moments, right,

1049
00:51:18,239 --> 00:51:20,000
Speaker 4: just just to be able to play the moments and

1050
00:51:20,280 --> 00:51:22,799
Speaker 4: think about this from remember the old t V K yep.

1051
00:51:23,239 --> 00:51:26,600
Speaker 4: So it's like just paying just paying homage man to

1052
00:51:26,680 --> 00:51:27,719
Speaker 4: why we're here, you feel.

1053
00:51:27,760 --> 00:51:30,400
Speaker 1: I'm saying, what sides of that size?

1054
00:51:30,440 --> 00:51:33,239
Speaker 4: I got? I got, I got, I got you all

1055
00:51:33,320 --> 00:51:35,080
Speaker 4: sides here, A few of them, A few of them

1056
00:51:35,320 --> 00:51:37,960
Speaker 4: they get to the office today. But it's good because

1057
00:51:38,000 --> 00:51:39,719
Speaker 4: I get to get the team size and we can

1058
00:51:39,800 --> 00:51:40,839
Speaker 4: come back and make sure.

1059
00:51:41,160 --> 00:51:42,240
Speaker 2: That's why you ask my size?

1060
00:51:42,480 --> 00:51:43,640
Speaker 4: Yeah I had to ask.

1061
00:51:44,360 --> 00:51:47,840
Speaker 3: Yeah, Yeahray me at the blue like, Yo, what's your

1062
00:51:47,840 --> 00:51:48,319
Speaker 3: shoe side?

1063
00:51:48,320 --> 00:51:50,080
Speaker 4: I'm like, what, Yeah, that was me.

1064
00:51:50,239 --> 00:51:52,279
Speaker 1: That was me said you flirt with me, and.

1065
00:51:54,000 --> 00:51:54,880
Speaker 4: That was me checking in.

1066
00:51:55,000 --> 00:51:57,479
Speaker 1: I appreciate you, bro. I got a few more questions.

1067
00:51:57,920 --> 00:51:59,600
Speaker 1: You know, it's emery. Here is fifty years of hip hop.

1068
00:51:59,640 --> 00:52:01,960
Speaker 1: You don't get talking every too often. The other the

1069
00:52:02,000 --> 00:52:03,880
Speaker 1: other day you said it was hard for you to

1070
00:52:04,000 --> 00:52:05,160
Speaker 1: even stay in the museum.

1071
00:52:05,800 --> 00:52:08,719
Speaker 4: Yeah. It's heavy. H It's heavy in a great way.

1072
00:52:09,440 --> 00:52:12,000
Speaker 4: And I'm you know, all my friends know me. I'm emotional.

1073
00:52:12,320 --> 00:52:14,759
Speaker 4: You know what I'm saying. I've been through a lot

1074
00:52:15,120 --> 00:52:18,239
Speaker 4: and I'm not I'm not afraid to be emotional. I'm

1075
00:52:18,280 --> 00:52:20,120
Speaker 4: not afraid, you know what I mean. That's just joy.

1076
00:52:20,239 --> 00:52:25,000
Speaker 4: It's like you know, and it's heavy. It's heavy when

1077
00:52:25,040 --> 00:52:28,520
Speaker 4: you when you set back and you know, see what

1078
00:52:28,760 --> 00:52:32,040
Speaker 4: you know you've been a part of, like you've actually

1079
00:52:32,120 --> 00:52:35,720
Speaker 4: been a part of you actually have added something value

1080
00:52:36,440 --> 00:52:39,520
Speaker 4: to what you're seeing, right, and just to you know,

1081
00:52:39,920 --> 00:52:42,840
Speaker 4: look at my big brother and just you know, the

1082
00:52:42,960 --> 00:52:46,840
Speaker 4: watch is accomplishments and still look at him as you know,

1083
00:52:47,160 --> 00:52:51,480
Speaker 4: not jay Z, not you know, whole not you know

1084
00:52:52,200 --> 00:52:56,560
Speaker 4: all that, but see Sean Carter the human right and

1085
00:52:56,840 --> 00:52:59,759
Speaker 4: such good human being. He is right. So to watch

1086
00:52:59,800 --> 00:53:01,920
Speaker 4: all letting take that in is like and to be

1087
00:53:02,000 --> 00:53:04,359
Speaker 4: in Brooklyn, like to be able to bring that back

1088
00:53:04,440 --> 00:53:06,880
Speaker 4: and give Brooklyn that you know what I'm saying, not

1089
00:53:07,040 --> 00:53:09,360
Speaker 4: just Brooklyn, New York, but then you know, being in

1090
00:53:09,440 --> 00:53:13,879
Speaker 4: Brooklyn to give that at that moment, it's a lot. Yeah,

1091
00:53:13,920 --> 00:53:16,520
Speaker 4: it's a lot. It's a lot, a lot. It's beautiful

1092
00:53:16,560 --> 00:53:20,640
Speaker 4: as touching, but it's heavy to die just because like

1093
00:53:20,719 --> 00:53:22,480
Speaker 4: you said, you got to pinch yourself every day like

1094
00:53:22,560 --> 00:53:23,439
Speaker 4: it's just really real.

1095
00:53:23,800 --> 00:53:26,160
Speaker 2: Was you also emotional because a lot of that you

1096
00:53:26,239 --> 00:53:26,880
Speaker 2: might have missed?

1097
00:53:27,560 --> 00:53:34,600
Speaker 4: No, no, nah, I didn't miss it because it helped

1098
00:53:34,640 --> 00:53:38,440
Speaker 4: me get through to be able to be mentally strong

1099
00:53:38,960 --> 00:53:42,040
Speaker 4: and prepared for my opportunities. It was in front of me,

1100
00:53:42,680 --> 00:53:45,640
Speaker 4: so I didn't I didn't let that time going by

1101
00:53:45,760 --> 00:53:49,680
Speaker 4: and missing that be a downer was an upper. So

1102
00:53:49,840 --> 00:53:52,520
Speaker 4: I really didn't miss it because if they win and unwinning,

1103
00:53:53,480 --> 00:53:55,279
Speaker 4: that's how I looked at it. I'm like, I can,

1104
00:53:55,440 --> 00:53:57,480
Speaker 4: I can get up and go to sleep and deal

1105
00:53:57,560 --> 00:53:59,719
Speaker 4: with that madness I deal with and be like nah,

1106
00:54:00,560 --> 00:54:04,600
Speaker 4: like and I know them. They I know them, I

1107
00:54:04,719 --> 00:54:06,560
Speaker 4: know how good they are. I know who they are,

1108
00:54:07,080 --> 00:54:09,360
Speaker 4: and they winning. So it's like for me to witness that.

1109
00:54:10,680 --> 00:54:14,200
Speaker 4: It never gave me that part, absolutely never. It never

1110
00:54:14,520 --> 00:54:17,600
Speaker 4: it was like I'm saluting, I'm, I'm I'm that think

1111
00:54:17,640 --> 00:54:19,640
Speaker 4: about it. I went through through that phone. I got

1112
00:54:19,719 --> 00:54:22,560
Speaker 4: some of my closest friends from the system and the streets,

1113
00:54:22,600 --> 00:54:25,399
Speaker 4: from Queens. You gotta figure out in Fort Dick's doing.

1114
00:54:25,960 --> 00:54:29,160
Speaker 4: You know, the rap battles in the bid, But it

1115
00:54:29,320 --> 00:54:32,200
Speaker 4: was never a thing amongst us. We never, you know,

1116
00:54:32,320 --> 00:54:34,080
Speaker 4: we had fun about it. It's like you can come

1117
00:54:34,120 --> 00:54:35,800
Speaker 4: in and brag about it and be like, yo, I

1118
00:54:35,880 --> 00:54:38,279
Speaker 4: got one up on you and you, but it was never.

1119
00:54:38,880 --> 00:54:42,239
Speaker 4: I never looked at it, no no difference. I never

1120
00:54:42,360 --> 00:54:44,399
Speaker 4: looked at it, you know, from a from a thing,

1121
00:54:44,719 --> 00:54:46,400
Speaker 4: because I looked at it as yo, we have an

1122
00:54:46,440 --> 00:54:50,160
Speaker 4: opportunity to win, not just them. The door gonna open

1123
00:54:50,280 --> 00:54:52,319
Speaker 4: up for everybody to win, even if you ain't got

1124
00:54:52,360 --> 00:54:54,160
Speaker 4: to deal with music. It was just opening up the

1125
00:54:54,280 --> 00:54:57,320
Speaker 4: door right for us to win. So for me, we

1126
00:54:57,440 --> 00:55:00,800
Speaker 4: can always grow to get out of that small faking

1127
00:55:01,160 --> 00:55:03,840
Speaker 4: become bigger. I always looked at the bigger picture, like

1128
00:55:04,320 --> 00:55:06,080
Speaker 4: we got a chance to win. Man, this is this

1129
00:55:06,280 --> 00:55:08,759
Speaker 4: is something that you know, you watch what the what

1130
00:55:08,920 --> 00:55:11,439
Speaker 4: the what the ogs did to open up the door

1131
00:55:11,520 --> 00:55:13,840
Speaker 4: for when the nineties came in, and you got to

1132
00:55:13,880 --> 00:55:15,799
Speaker 4: be honest, the nineties ran with it in a way.

1133
00:55:15,800 --> 00:55:18,440
Speaker 4: It was it open up the door for us to

1134
00:55:18,560 --> 00:55:21,719
Speaker 4: be respected in a different way to now. And then

1135
00:55:21,800 --> 00:55:23,880
Speaker 4: you like you say, now it's like everybody like, but

1136
00:55:23,960 --> 00:55:28,279
Speaker 4: I don't like what's going on. There's always been some good,

1137
00:55:28,360 --> 00:55:31,840
Speaker 4: bad and ugly ones they won. It's always been that,

1138
00:55:32,440 --> 00:55:34,920
Speaker 4: no you know, difference. It might be a little more,

1139
00:55:35,600 --> 00:55:39,960
Speaker 4: you know, advanced and broadcasting more, but it's it's no difference,

1140
00:55:39,960 --> 00:55:41,200
Speaker 4: you know what I'm saying. It's the world. It's like

1141
00:55:41,600 --> 00:55:43,320
Speaker 4: we can't put it on music. It's you know, the

1142
00:55:43,400 --> 00:55:45,479
Speaker 4: world is the world. So you know, I was dealing

1143
00:55:45,520 --> 00:55:46,440
Speaker 4: with sh different ways.

1144
00:55:46,520 --> 00:55:46,680
Speaker 5: You know.

1145
00:55:46,960 --> 00:55:49,040
Speaker 1: Do you believe it was divine order for you to

1146
00:55:49,120 --> 00:55:50,640
Speaker 1: get locked up? And the reason I say that because

1147
00:55:50,840 --> 00:55:54,759
Speaker 1: you know, I think Jay was in London right when

1148
00:55:54,800 --> 00:55:57,560
Speaker 1: you who got arrested, but it was always with you,

1149
00:55:57,800 --> 00:55:59,600
Speaker 1: so he was here. He might have been with you

1150
00:55:59,719 --> 00:55:59,920
Speaker 1: doing that.

1151
00:56:00,360 --> 00:56:02,960
Speaker 4: I mean, think about it. It was everything is ordained.

1152
00:56:04,160 --> 00:56:06,040
Speaker 4: That's just the way it is, you know what I mean,

1153
00:56:06,160 --> 00:56:10,600
Speaker 4: It's ordained at that moment. That was something that you know,

1154
00:56:10,880 --> 00:56:13,680
Speaker 4: allow wanted me to go through, you know what I mean.

1155
00:56:13,840 --> 00:56:16,520
Speaker 4: That was something that I had to deal with right

1156
00:56:17,000 --> 00:56:19,120
Speaker 4: and and and I look at it as you know,

1157
00:56:19,360 --> 00:56:21,440
Speaker 4: I wouldn't change it for nothing in the world, because

1158
00:56:21,560 --> 00:56:24,160
Speaker 4: you know, if I changed that, that means you changing

1159
00:56:24,280 --> 00:56:28,839
Speaker 4: some other things in life. It was it. I think

1160
00:56:28,920 --> 00:56:30,879
Speaker 4: it was just ordained. It was just ordaining the way

1161
00:56:30,920 --> 00:56:33,160
Speaker 4: it was gonna be right. And I think for me,

1162
00:56:33,520 --> 00:56:35,520
Speaker 4: I went through that time. It's a lot of people

1163
00:56:36,120 --> 00:56:40,840
Speaker 4: went through worse situations during my period of time gone

1164
00:56:41,120 --> 00:56:42,399
Speaker 4: than I did during the time.

1165
00:56:43,000 --> 00:56:44,920
Speaker 1: That's really you don't mean I was.

1166
00:56:45,040 --> 00:56:45,279
Speaker 5: I was.

1167
00:56:45,400 --> 00:56:48,799
Speaker 4: I was thankful to not lose you know, a parent,

1168
00:56:48,920 --> 00:56:51,040
Speaker 4: my mom or nothing during that period. You know what

1169
00:56:51,040 --> 00:56:52,759
Speaker 4: I'm saying, Like, I don't get me wrong, I was missing,

1170
00:56:52,840 --> 00:56:54,919
Speaker 4: I'm hurting all that. But it's a lot of things

1171
00:56:54,960 --> 00:56:57,320
Speaker 4: that happened to people every single day that was in

1172
00:56:57,440 --> 00:57:02,960
Speaker 4: the world. It changed their life forever, absolutely right. It

1173
00:57:03,040 --> 00:57:04,520
Speaker 4: ain't still you know what I mean? So for me,

1174
00:57:04,640 --> 00:57:06,400
Speaker 4: I didn't, you know, I take it in that that

1175
00:57:06,920 --> 00:57:08,280
Speaker 4: that grain and it was ordained.

1176
00:57:08,880 --> 00:57:12,280
Speaker 1: I got two more questions, you and Jade, the whole rognition,

1177
00:57:12,400 --> 00:57:15,480
Speaker 1: y'all constantly pulled back into the community. What's the secret

1178
00:57:15,560 --> 00:57:18,840
Speaker 1: to mastering elevating out the hood without leaving it behind.

1179
00:57:20,240 --> 00:57:22,840
Speaker 4: I think people do it in different ways. Sometimes, you know,

1180
00:57:22,920 --> 00:57:28,160
Speaker 4: it's money, Sometimes it's presence. Sometimes it's just you know, education,

1181
00:57:28,360 --> 00:57:31,360
Speaker 4: right because if you know, we just had the twenty

1182
00:57:31,440 --> 00:57:34,400
Speaker 4: year you know Galla, right for that's start Carter, and

1183
00:57:34,520 --> 00:57:36,560
Speaker 4: they hear the stories of people getting up down and

1184
00:57:36,600 --> 00:57:39,080
Speaker 4: it's like, you know, I didn't get into college and

1185
00:57:39,240 --> 00:57:41,440
Speaker 4: you know, blah blah blah, and I kept going. But

1186
00:57:41,560 --> 00:57:43,760
Speaker 4: now I get my PhD. And it's like, you know,

1187
00:57:43,880 --> 00:57:46,120
Speaker 4: someone that looked like you. So it's different ways. I

1188
00:57:46,240 --> 00:57:52,000
Speaker 4: think for me, I think the human side of you

1189
00:57:52,120 --> 00:57:54,640
Speaker 4: see all the success. Even at my level, people see

1190
00:57:54,640 --> 00:57:57,760
Speaker 4: the success and it's like you don't even think that's attainable.

1191
00:57:57,840 --> 00:57:59,920
Speaker 4: But when you when you get a chance for me

1192
00:58:00,360 --> 00:58:03,200
Speaker 4: to really be hands on and understand what it is

1193
00:58:03,320 --> 00:58:06,000
Speaker 4: and you can touch it. I think that's the biggest

1194
00:58:06,000 --> 00:58:08,640
Speaker 4: give back for me, like to continue to do that

1195
00:58:08,760 --> 00:58:11,640
Speaker 4: in different ways, and I think as collectively we all

1196
00:58:11,760 --> 00:58:15,000
Speaker 4: find ways to continue to just you know, understand the

1197
00:58:15,120 --> 00:58:17,560
Speaker 4: human side of it and being connected because guess what,

1198
00:58:18,120 --> 00:58:20,360
Speaker 4: you can't. You can't go and be in the hood

1199
00:58:20,480 --> 00:58:24,120
Speaker 4: like you want to no more. Just that's that's that's

1200
00:58:24,240 --> 00:58:27,560
Speaker 4: not even right with or without it. It's not it's

1201
00:58:27,680 --> 00:58:30,120
Speaker 4: just you know, it's just not happening, you know what

1202
00:58:30,120 --> 00:58:32,720
Speaker 4: I mean. But for me, I take time out to

1203
00:58:32,880 --> 00:58:36,040
Speaker 4: make sure that I you know, I'm touchable and and

1204
00:58:36,200 --> 00:58:38,760
Speaker 4: and the human side of you know, getting to where

1205
00:58:38,760 --> 00:58:41,160
Speaker 4: I got to is like it starts with you first.

1206
00:58:41,400 --> 00:58:41,920
Speaker 1: Absolutely.

1207
00:58:42,120 --> 00:58:42,280
Speaker 5: You know.

1208
00:58:42,800 --> 00:58:47,920
Speaker 1: My last question, what's your favorite Emery Jones whole reference

1209
00:58:48,080 --> 00:58:48,880
Speaker 1: in a rap record?

1210
00:58:50,960 --> 00:58:53,640
Speaker 4: Can I live without saying the name? You know what

1211
00:58:53,640 --> 00:58:56,800
Speaker 4: I mean? Either Las Vegas, me be at the crap table,

1212
00:58:56,840 --> 00:58:59,160
Speaker 4: the one that starts a g up, you know, Frost

1213
00:58:59,200 --> 00:59:03,640
Speaker 4: Willie Gambling, that's a real that's a real time before

1214
00:59:03,680 --> 00:59:06,160
Speaker 4: it was a Rockefeller Records. You know what I'm saying,

1215
00:59:06,320 --> 00:59:09,520
Speaker 4: Like that's a real moment. Like I acted like I

1216
00:59:09,640 --> 00:59:11,400
Speaker 4: own it Vegas at that moment, and they gave me

1217
00:59:11,480 --> 00:59:14,960
Speaker 4: that name Vegas Jones from that from that record, Like

1218
00:59:15,040 --> 00:59:18,640
Speaker 4: we was in Vegas without no deal, running around doing

1219
00:59:18,720 --> 00:59:23,120
Speaker 4: Mike Tyson Fight. But we knew that the next chapter

1220
00:59:23,360 --> 00:59:26,800
Speaker 4: was that. So you know that to me is my

1221
00:59:27,240 --> 00:59:29,400
Speaker 4: all time favorite of all times.

1222
00:59:29,400 --> 00:59:31,560
Speaker 1: That's why you rock the Reasonable Doubt and everything.

1223
00:59:31,320 --> 00:59:35,880
Speaker 4: Absolutely absolutely because think about it, this Reasonable Doubt was

1224
00:59:36,000 --> 00:59:39,160
Speaker 4: just not Jay's album. It was all of our albums. Right,

1225
00:59:40,480 --> 00:59:44,480
Speaker 4: It's life rights. It's that you know what I mean.

1226
00:59:45,360 --> 00:59:50,000
Speaker 4: It means so much more than you know just the

1227
00:59:50,200 --> 00:59:53,120
Speaker 4: music just is means so much more. It's just even

1228
00:59:53,240 --> 00:59:55,560
Speaker 4: for us to be able to take that next step

1229
00:59:56,280 --> 01:00:01,640
Speaker 4: that means you grew up some in life. Hmm, you

1230
01:00:01,680 --> 01:00:02,920
Speaker 4: know what I mean? Like you said that, go through

1231
01:00:02,960 --> 01:00:04,960
Speaker 4: that moment of saying am I gonna do this or

1232
01:00:04,960 --> 01:00:08,120
Speaker 4: I'm not gonna do that? Right to take that step

1233
01:00:08,720 --> 01:00:12,400
Speaker 4: and get that done and that process that means you

1234
01:00:12,600 --> 01:00:14,640
Speaker 4: etched on the board that you grew up some. You

1235
01:00:14,720 --> 01:00:18,920
Speaker 4: took a step forward. Without that step forward, we might

1236
01:00:19,040 --> 01:00:22,280
Speaker 4: not be in this position right now. We needed that, Like,

1237
01:00:22,760 --> 01:00:25,560
Speaker 4: that's why it's so important. That's step right there gave

1238
01:00:25,640 --> 01:00:27,880
Speaker 4: us rumed, you know, not saying we got it right

1239
01:00:27,920 --> 01:00:30,320
Speaker 4: and not saying we perfect and not saying we did

1240
01:00:30,400 --> 01:00:33,439
Speaker 4: some things that was you know good. But that first

1241
01:00:33,520 --> 01:00:38,200
Speaker 4: step helped us be in this position today.

1242
01:00:38,600 --> 01:00:41,560
Speaker 1: And he probably didn't mention the name on purpose. Back then,

1243
01:00:42,120 --> 01:00:48,600
Speaker 1: you couldn't go fast forward. Grammys you on one side,

1244
01:00:48,640 --> 01:00:52,160
Speaker 1: oge one on the other side, he was down ten

1245
01:00:52,240 --> 01:00:54,360
Speaker 1: for this. We just got his ten back that went back,

1246
01:00:54,440 --> 01:00:56,439
Speaker 1: Like what the interest is them? Light up the old three?

1247
01:00:56,640 --> 01:00:58,080
Speaker 1: Like how did that feel?

1248
01:00:58,160 --> 01:01:00,720
Speaker 4: That's like, you know, I think trick this on that.

1249
01:01:00,880 --> 01:01:05,160
Speaker 4: Me and Win still talking about that. We show up

1250
01:01:05,240 --> 01:01:08,080
Speaker 4: and you know, we see everything going on and we

1251
01:01:08,160 --> 01:01:10,480
Speaker 4: see this big table, me and Wan and you know

1252
01:01:10,600 --> 01:01:13,760
Speaker 4: why is you know he never on him like Jay

1253
01:01:13,880 --> 01:01:16,920
Speaker 4: like the table man. I'm like, yo, we ain't get

1254
01:01:17,000 --> 01:01:19,640
Speaker 4: no contracts for this. We're joking, right, So me and

1255
01:01:19,760 --> 01:01:22,960
Speaker 4: Lil Wayne we laughing and we laughing about it, and

1256
01:01:23,040 --> 01:01:25,560
Speaker 4: then Lil Wayne said something that was the butt of

1257
01:01:25,640 --> 01:01:27,160
Speaker 4: the joke the rest of the night. He said, yo,

1258
01:01:27,640 --> 01:01:32,960
Speaker 4: he got y'all doing pro bono work. That was our

1259
01:01:33,160 --> 01:01:36,200
Speaker 4: joke the whole night. But it was it's just like,

1260
01:01:36,320 --> 01:01:38,720
Speaker 4: at that moment, you don't know, and that's your brother,

1261
01:01:39,200 --> 01:01:41,920
Speaker 4: you know, because him it means so much just to

1262
01:01:42,560 --> 01:01:47,600
Speaker 4: him first, right, and to be able to help commendate

1263
01:01:47,760 --> 01:01:51,000
Speaker 4: that and that moment and all that is like you

1264
01:01:51,120 --> 01:01:53,680
Speaker 4: take it so real. It's like, come on, man, like

1265
01:01:54,360 --> 01:01:56,400
Speaker 4: you know, to watch my guy at that moment and

1266
01:01:57,000 --> 01:01:59,680
Speaker 4: you know it's Grammy's la, you know, and the thing

1267
01:01:59,800 --> 01:02:02,840
Speaker 4: is like whoa, like, you know what, go back there.

1268
01:02:02,880 --> 01:02:05,800
Speaker 4: It's ordained we're supposed to have been there. That's regardless

1269
01:02:05,880 --> 01:02:08,720
Speaker 4: what right we're supposed to have been there. Right, it's

1270
01:02:08,760 --> 01:02:10,960
Speaker 4: a moment in life, and it's a moment chapter. It's

1271
01:02:11,000 --> 01:02:13,120
Speaker 4: that chapter we're supposed to be there. And it goes

1272
01:02:13,200 --> 01:02:17,920
Speaker 4: back to say, without reasonable doubt that chapter might not

1273
01:02:18,080 --> 01:02:18,640
Speaker 4: never happen.

1274
01:02:18,720 --> 01:02:22,600
Speaker 1: That's right, y'all. Are you'll legends? Is it ain't even

1275
01:02:22,600 --> 01:02:26,320
Speaker 1: a strong enough word, man, straight for what y'all y'all

1276
01:02:26,360 --> 01:02:28,800
Speaker 1: have brought to the culture. Man, Well, there you have it.

1277
01:02:28,920 --> 01:02:31,000
Speaker 3: Man, We appreciate you joining us. Make sure you picked

1278
01:02:31,040 --> 01:02:33,520
Speaker 3: up the pumas the mixtape and this is I think

1279
01:02:33,520 --> 01:02:35,280
Speaker 3: this might have been the longest interview we've done this ship.

1280
01:02:35,920 --> 01:02:37,160
Speaker 1: Well, it was the most fulfilling.

1281
01:02:37,200 --> 01:02:38,280
Speaker 2: That's absolutely was for me.

1282
01:02:38,440 --> 01:02:39,760
Speaker 1: Absolutely enjoyed this conversation.

1283
01:02:39,840 --> 01:02:42,520
Speaker 2: Emrie Jones. We thank you for joining us. Appreciate you

1284
01:02:43,200 --> 01:02:44,560
Speaker 2: and thank you for the kicks too.

1285
01:02:44,600 --> 01:02:48,080
Speaker 4: Amazing, Absolutely my pleasure too.

1286
01:02:49,560 --> 01:02:51,360
Speaker 1: Monogram out there too, and you listen to the mixtape

1287
01:02:51,400 --> 01:02:52,560
Speaker 1: to tell you go get that monogram.

1288
01:02:52,640 --> 01:02:55,600
Speaker 4: That's right, you know, you know it's the same things.

1289
01:02:56,600 --> 01:03:00,560
Speaker 4: Just take your time, that's right, you rush, take the time.

1290
01:03:01,440 --> 01:03:04,880
Speaker 4: Ain't take a time man. It's like, hey, than take

1291
01:03:04,920 --> 01:03:07,040
Speaker 4: my time now, this thing for real.

1292
01:03:07,120 --> 01:03:08,960
Speaker 1: Thank you for everything that y'all do for the coaching man,

1293
01:03:09,000 --> 01:03:11,200
Speaker 1: and you know even for me just being the sauce

1294
01:03:11,240 --> 01:03:12,720
Speaker 1: of just being able to pick up the phone sometime

1295
01:03:12,760 --> 01:03:14,919
Speaker 1: and get some game. You know, Memory is the person

1296
01:03:14,960 --> 01:03:18,960
Speaker 1: that's always sharing their resources, like the Black Effect logo

1297
01:03:19,960 --> 01:03:22,200
Speaker 1: is because I reached out to Memory because I wanted

1298
01:03:22,240 --> 01:03:24,720
Speaker 1: to create something like paper planes. He was like, he

1299
01:03:24,840 --> 01:03:27,240
Speaker 1: plugged me right into who who does what? You know,

1300
01:03:27,320 --> 01:03:29,160
Speaker 1: even with the hats, Michelan nets all of that.

1301
01:03:29,280 --> 01:03:32,560
Speaker 4: So I mean, that's that's that's what we do, right,

1302
01:03:33,000 --> 01:03:33,920
Speaker 4: that's what we're supposed to do.

1303
01:03:34,000 --> 01:03:34,360
Speaker 1: That's right.

1304
01:03:34,720 --> 01:03:37,479
Speaker 2: Emery Jones, it's the Breakfast Club. Good morning,