NIPSEY HUSSLE (June 2010) | Interview By: Dubcnn Magazine

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Interview was conducted in April 2010 by Handan Yousef, transcribed by Conan Milne

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Nipsey Hussle // Video Interview // Dubcnn

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Nipsey Hussle is that rare breed of "New West" rapper - one that is approved of by those that preceded him. Ice Cube recently exclusively endorsed the thriving South Central lyricist, while Snoop Dogg allocated Nip a showstealing slot on his latest album Malice N Wonderland. With a buzz strong enough to secure him a focal position on the cover of XXL's 2010 Freshmen issue, there is a lingering sense of anticipation for Nip's painstakingly crafted debut South Central State Of Mind. While his growing fanbase awaits its release, DUBCNN reunited with the Slauson Boy to get the latest word on that elusive album.

It's apparent that the resulting album will not be the product of an unfocused or unorganized MC. Speaking of his work ethic, Nipsey is swift and detailed. "I wake up, go to the 'hood, get a sack of weed or something, and go sit in the studio all day," he states concisely. "I'll cut my phone off. I'll just sit in the studio and work. For months and months and years, consistently." With the studio one of his first waking priorities, at what point does he exit the booth? "I wouldn't come out 'til the sun went down," is his response.

The material that the public has been treated to, via mixtapes and a steady stream of internet leaks and guest appearances, has been almost unanimously welcomed. Nipsey Hussle is a name that regularly appears on even the most East Coast-centric of blogs, while notoriously skeptical spots like New York are already frequented by Hussle. His brand was further solidified with "Killer," a popular collaboration with Drake and the product of mutual admiration between the Canadian star and Crenshaw representative. Nipsey explains the widespread embracement typically casually. "I think people just love what's real," he reasons. "Whether it's gangbanging or conscious, or it's street related or not, it's sincere. I think people attach to that and connect to that. With us, it wasn't work or campaigning. It was more or less us just showing up."

The "realness" is certainly a valid explanation of his success. Early effort "Hussle In The House" is fiercely authentic in its portrayal of a young man inducted into a division of Los Angeles' Crip gang. The accompanying video made Nip's hostile, visceral raps all the more affecting to the many listeners detached from that sort of intense environment. Indeed, Hussle's street credibility is so reputable that collaborations with relatively tame artists like Iyaz and Sean Kingston are largely unquestioned. The latter guested on fresh leak "Hustle," and more pairings are to be expected. "Me and Sean been working together," Nip offers. "We've got like five or six records. We been working together since he got his deal." It seems that Nipsey can both admire and hope to emulate the rotund crooner's rapid ascent, adding, "It's crazy that Sean can go from having one song to having one of the biggest records of that year to touring the world."

However, Nipsey has had his own taste of traveling and performing. In fact, it's partly responsible for the continued absence of his solo debut. "I did a big tour with Game in over fifty cities," he announces. "I performed with Young Buck in L.A., so I did a lot of shows." His "hussle" also extended to those afore-mentioned guest appearances. Provided an artists funds are agreeable, Nipsey is willing to provide a quick sixteen. That willingness, coupled with his current stature, meant that there was a wealth of outside material to deliver. "I been doing a gang of features so I had to push the album back. We didn't really have to, but I feel we'll get the best out of it if we continue to record."

The delays have allowed him the time to record with several notable producers and artists. Aside from Kingston, Nipsey hasn't sourced a comprehensive list of guest acts. What he has done is recruit the West's two mainstream beacons, Snoop Dogg and Game, for a couple of verses. He also hopes to secure ladies favourite Trey Songz for a number. The producers list is far more diverse. "We got J.R. We got Mr. Lee. Scott Storch. Play-N-Skillz did some shit for us. We're getting other workers and producers to make the project bigger."

Unfortunately, Nip refuses to muster up a release date. "As of right now, we ain't set a date yet," he says. "I gotta tune the music." As suggested earlier, though, he is clearly taking the process seriously. Acknowledging the rumbling hype, he is determined not to disappoint. "We have to make sure that we're living up to the expectations 'cause there's Hella expectations," is his determined declaration. Ever the hustler, his intentions to deliver musical greatness extends to composing a successful business plan. "I want it to be everything on the business scene," he confirms. "As far as the single being right, it's got to do what it have to do, as far as selling numbers. We're just trying to do both. It's coming though."

Without so much as a tentative date, Nipsey nonetheless reassures the fanbase that the extended wait will ultimately be worth it. "You like the mixtapes?" he asks rhetorically. "The album is going to sell out the mixtapes. You'll like the album too," is his final, considered insistance on the album subject. So, until South Central State Of Mind arrives, that unrelenting hustle will continue as it always does. "I try to consistently think," Nipsey muses. "That way I always have material." He warily admits that he will eventually "run out of content," but to prolong that moment he remains dedicated to the recording booth at all times. "To stay creative, I go to the studio every day. I'm taking from my lifestyle. I'm consistently taking from my experiences and putting them in a song." With an unyielding lifestyle and a well of compelling experiences to draw from, his dedication will undoubtedly pay off. The suspicion is that his overdue debut will not only appease fans, but solidify his place among the West Coast hierarchy that already supports him. Now that is one hustle worth emulating.