“When they talk on my name, I want it to be all respect.”
In 2014, YG dropped his debut [multi-platinum] album ‘My Krazy Life’. 6 years down the line and the Compton-native continues to embody the realities of street culture and personal experiences through his uniquely woven sound. His newest album ‘My Life 4HUNNID’ regenerates his unswerving ability to deliver yet another navel-gazing body of work.
It’s often said that to become a respected artist, one must follow a certain trajectory. Remaining at the core of modern-day rap and stripped-down G Funk, YG, born Keenon Jackson, aims to leave a legacy behind of remembrance and pure respect.
Ahead of the release of his latest album, PAUSE Magazine caught up with YG to discuss the prophecy behind his music, long-term goals, and most of all, the importance of authenticity.
Read the exclusive interview below.
Before we get into all thing’s music, fashion, life, you know how it goes, I want to take the time out to ask how life is treating you at this very moment?
Life is treating me how it’s treating everybody else, f*cked up! This sh*t is nuts.
Seeing as we’re still pretty much going through this whole pandemic thing. What’s a typical day in the life of YG?
A typical day in the life of YG. During this pandemic, it’s a whole lot of tequila and drinking. Trying to catch a vibe, trying to create a vibe, and family stuff. YG, normally, is an outside type of person, that’s just my life. I think life really plays on being outside but COVID got it shut down real soon. It’s cool though, we gotta make it work.
Talking about collaborators, your fashion label 4HUNNID also dropped a capsule featuring the brand Matte. From du-rags to bikinis, you name it, it’s there. What was the vision when it came to that particular link up?
We were on some cultural sh*t. We wanted people to be talking, we wanted to f*ck the streets up. [Matte] is a female brand and she’d never collaborated with a male. I knew of her because she was hanging with some of my homies. I was like “Yo, man… let’s do something”.
We’re young black people. On some black sh*t. We did that, from that.
When we first started talking about it, it was when everything with Breonna Taylor and George Floyd had cracked off. That was what was going on in the world. So, when we were kickin’ it, hanging, and I was like we need to do a collab, and we did.
Let’s get onto 4HUNNID the label. It consists of bold logos, red and black silhouettes, the aesthetic embodies authentic, gritty, Cali streetwear. What were your main purposes when it came to the release of merchandise?
My brand is something I’ve been thinking about for a long time, I grew up watching the greats. Like Jay-Z, you know. He created his own brand. I wanted to do sh*t like that. I always had that in the back of my mind, even whilst doing music. Then it became that point in time to start pushing so I spent some time, doing homework – studying that world, that space.
I came and I launched it in 2016. The goal was to build a brand that is bigger than me, that can be there long after me, for my kids, so when I get way older, I want my daughters to be head of my company. That type of stuff.
I want to personally say a thank you for being the soundtrack to my high school days and I can’t wait to see the response the album gets.
Aye Amal, I appreciate that. I f*ck with that. I hope I can be the soundtrack to your life and not just high school. I appreciate that, so thank you.