By Joanie Cox
Naughty By Nature slid onto pop and rap charts in 1991 with the impossible to hate single “O.P.P.” Sampling Jackson 5’s “ABC” the song became an instant ‘90s anthem ranking it No. 22 on VH1’s 100 Greatest Songs of Hip-Hop chart and one of the first crossover hip-pop tunes. While Naughty By Nature hasn’t released a new album since 2002, its original members Treach, Vinnie Brown a.k.a. Vin Rock, and DJ Kay Gee have been back in the studio working a new album, Anthem Inc., slated for release this December. On Sept. 4, they’ll hit the Seminole Casino in Hollywood to play a free concert at the Chill Fest Block Party. Naughty By Nature’s Vinnie Brown called City Link to fill us in on their collaboration with Pitbull, why they never left New Jersey and why the world is still down with “O.P.P.”
How did you get Pitbull involved with your new album, Anthem Inc.?
“We first worked with Pitbull in Australia in 2008. We thought it would be cool to collaborate with Pit on the remix of “Get To Know Me Better.” It’s more of a club banger.”
What will your new album sound like?
“We’re taking it single for single. It’s a singles game and we’re independent. So we’re going to keep feeding our audience single and video single and video. It’s not about the album necessarily these days. It’s about a volume body of work. That’s the approach we’re doing until we build up proper anticipation to drop an album. We’ve really always been a singles group.”
Do you consider yourself one of the first hip-hop groups to cross over into pop?
“Yes, I believe on the backs of Salt-N-Pepa and Run DMC.”
How has the game changed since you entered it?
“The biggest change is the technology. It’s changed the dynamics of how people encounter and even purchase music. I believe people engage music far more than they ever have and perhaps they don’t have to pay for it as much. People say it’s a bad thing but it’s a good thing because the bottom line is getting access. And as long as there’s increased access, the music is always alive. But with technology, the music has changed. The sounds have changed. People from different regions will be able to market themselves and break through. It’s crazy out there. It’s a free for all and I love it.”
You sampled Jackson 5’s “ABC.” Will you sample anymore classic songs on your new album?
“Yeah, definitely. That’s one of the reasons we got Kay Gee back in the mix. He was our original third member and DJ and he’s all about classic music. That’s the biggest thing about Anthem Inc as well–reuniting with him and really concentrating on production–making sure this music is right.
What prompted you guys to reunite at BB King’s club in 2006?
Kay started producing other groups and he got to the point where he didn’t really want to tour anymore and concentrate on his label. Around 2000, he stopped touring with us but Treach and I never stopped touring. We kept going around the globe. We put out an album, IIcons, in 2002 on TVT records. We just kept going. We knew we could tour forever, but personally I didn’t want to do another album without Kay Gee because we built this brand when we were in high school. Eventually we got back together and started working on film projects first before the album. We have an international audience, we tour all over the place and play for hundreds of thousands of people annually. It only made sense to give them a new album–a new product but with all of us.
Did Queen Latifah have an impact on your career?
Yes, Latifah and Shakim signed us to their management. We were the first act on Flavor Unit management. They just moved Flavor Unit to Miami. They have a huge 200,000 square-foot sound stage down there and they’re doing the Tyler Perry thing. They’re investing in themselves and creating new products–looking for independent film projects. We’re participating with them across the board for that. Kay Gee just finished scoring The Cookout 2 for them. We’re always working on new content. That’s what Shakim always says ‘Content is king.’
What will you rap about on your new album?
“We touch on what’s happening in the world, but we touch more on how it affects us and how we operate in this climate.”
Because you’re from Jersey, I have to ask, what do you think of ‘Jersey Shore?’
“I think it’s beautiful man. Jersey has been rockin’ for years. And people always ask us why we never left. Well, we love Jersey. There’s tons of things to do. We’re in the ‘burbs. We live like 20 minutes outside of Manhattan–one of the main hubs of the world. We have beautiful scenery here so we love ‘Jersey Shore.’ That’s just one aspect of young kids getting buck wild. We have sexy beaches.They have the Hamptons out in New York. You don’t have to go there. Just come to Jersey.”
What’s the naughtiest thing you’ve ever done?
“My big brother Mike Tyson told me once ‘Never incriminate yourself.’”
What music do you listen to?
“I listen to the pulse of what’s going on. I’m on Worldstarhiphop.com and Allhiphop.com. I’m scouring You Tube and always checking viral videos out. I see what’s striking people’s nerves. It’s a little of everything out there. Me personally, I’ve never been a music collector or music listener. I’ve always been a hobbyist–breakdancing and beatboxing. When we got together in high school, I was the beatbox and always loved the challenge of people telling us we couldn’t make it.
On your current tour, what has the response been from the fans?
“Oh please, we’re killing ‘em out there. Naughty By Nature…we were born out of the club and live performance–when that’s all you had…no radio, no video exposure or play. With all of this going on in the music industry, you’re getting rid of a lot of fluff and it’s going back to the sheer, raw core basics. Either you’re talented and gifted or your gonna be out of the way. Or, you’re just in the way.
What’s something people would be surprised to know about you?
I’m a bit more shy and introverted then I used to be. Sometimes I get creeped out.
Do you do Twitter?
Yes we’re on there heavy. Kay Gee and I are double teaming them. On Twitter we’re Twitter.com/naughtybynature and on Facebook we’re Facebook.com/NBN118.
Naughty By Nature will perform at 9 p.m. Sept. 4 at Seminole Casino, 4150 N. State Road 7 in Hollywood.
