"Dramatticccc"
"Gangsta Grizzilllzzzz"
"The Aphilllliatttesss"
If you've bought a mixtape in the past few years, chances are you've heard one if not all of these calls during the course of your listening experience. At first, some might be turned off by the raspy yelling. But there's no denying that this man has the mixtape game on smash for a minute now with his artist exclusive joints and pre-release mixtaptes.
With the South having the rap game on lock, the self-proclaimed Ipod King has had every major artist from The Dirty and all areas in between appear on a mixtape and has been able to show different sides of artists that a lot of fans probably wouldn't have known (see Separate But Equal, or Pharrell's Gangsta Grillz). Drama's collabos with Young Jeezy, Lil Wayne and T.I. would have been certified mutli-plat had they been regular Soundscan releases. But they served their purpose by helping propel all three artists from local hood stars to certified cultural icons.
And now, for mixtapes, Drama is THE go-to-guy.
He fronts an amazing crew of DJ/Producers named The Aphilliates, which we introduced you to with our extensive interview with DJ Jamad. With an upcoming album, a recent cameo in the film ATL and future filmwork ahead...and an album, it doesn't seem like Drama will be slowing down any time soon.
And we are thankful.
Words by Cameloti Bulgari
The Smoking Section: How was the VMA's (MTV Video Music Awards), man?
DJ Drama: The VMA's was cool. It was a good look, you know.
TSS: Aiight. So, explain the Mr. Thanksgiving moniker. Where does that come from?
Drama: I came up with it when me and Jeezy did Can't Ban the Snowman because the way people was treating the project. They was treating it like dinner, because everybody was super-hungry. Everybody was just ready to eat. I realized how many people we was basically feeding off that. It boiled down to us feeding families, by me feeding retail stores. It felt like Thanksgiving Day. I was like damn, there it is: "Mr. Thanksgiving." I've been running with it ever since, because that's how I feel in the position I'm in. In my own company, in my own family, for artists; it's Mr. Thanksgiving because the brand that I've created has enabled me to make people eat. It's a real positive moniker. I wanted to come up with something that was on the up-and-up instead of something that was just like saying "I'm the shit." It ain't really about that. I'm able to feed people and that's what good about where I'm at.
TSS: On the two Jeezy jump-offs that you did, who approached who first on that?
Drama: They approached me first. I mean, I had already had a business relationship with them. We had done some small-time work, and I had put Jeezy on Gangsta Grillz IX. And then I had did this Gangsta Grillz party, and I think that's what really convinced Jeezy to come fuck with me. He was like, "I really see that you got the streets on your side." His manager was a personal friend of mine. It was like he noticed our movement. This is how we want to do it. I was like, "Come on, I'm wit it, let's go." And that was early on. That was like one of the original tapes I had done with a new artist at the time that was like a Gangsta Grillz, you know what I'm sayin? Thus far, I had done a whole tape with Tip and I was working on a whole tape with Bun B, but they were already established artists, you know. Even Tip wasn't the megastar he is today. He was still getting on his own.
TSS: By the end of 2006, how many Gangsta Grillz mixtapes would you have released?
Drama: I don't know, maybe about 17-20 or something.
TSS: Any more DVDs?
Drama: Yeah, a DVD that's going to come with my album.
TSS: What would you say was your favorite Gangsta Grillz so far?
Drama: I don't really have a favorite. I like all of 'em.
TSS: All of 'em?
Drama: They all mean different things to me. They all were at different points in my career, so they all stand out. It's hard for me to pinpoint one. Every one of them, I go in like it's very crucial. So I enjoy all of them.
TSS: What's the thought process behind doing a mixtape? Do you treat it like it's your last mixtape?
Drama: I treat it like it's my first. The way the game is, you know, you gotta keep hitting niggas in the head. Each mixtape I do could always be the first mixtape that somebody hears from me. So I want to make sure I put my best into it. I just treat all of them like very crucial projects. I go in like I'm making an album, like I'm that artist. And really, I basically add flavor to what the artist does a lot of times when I'm doing an artist tape. But I treat myself like an artist too with how I put it together or even what I may say on the tape. All that plays a part.
TSS: Are you the first? Who's credited with bringing the artist-exclusive mixtape out?
Drama: Nah, by far I'm the first. Shit, you could take that back. I really wouldn't even want to be quoted on saying who was the first. But the first ones I remember listening to: The Best of Biggie and Best of Method Man. And that was like early '95. So by far am I the first to do anything in the mixtape game. I just got my lane, that's really it.
TSS: Who was the DJ on those?
Drama: Mr. Cee did those.
Drama: Yeah, it is really big. It's funny because you think of Fresh Prince and Jazzy Jeff and what they meant to the game, and being the DJ that he is from Philly. Or you think of the original DMC winner that was really taking home the title year after year, that was Cash Money. You think of who came after him, it was DJ Miz, then you think of myself. Even this dude DJ A.M. that's like superstar #1 Hollywood DJ, who was engaged to Nicole Richie. In the early days, New York was always known for the rappers, and Philly was a DJ type city. Philly is known for music, even dating back to Philly International. Philly DJ's have always been known to be nice. Even my man Aktive, who's currently Kelis' DJ. The type of DJ's that Philly births are normally DJ's that's very skillful and very technical type DJ's.
TSS: Since we talking about East Coast, what do you think of the New York rap scene? Do you think NYC's gonna come back?
Drama: Like Diddy said on the radio the other day, New York ain't never went nowhere. It's New York City. It's still the biggest media place in the world. Granted, I don't think the fact that the South comes up or a lot of hit records from the South takes anything away from New York. 50 Cent is still one of the biggest rappers in the game. He still sells more records than anybody.Jay-Z's about to come back. He's still known as the greatest rapper of all time. New York is so used to overpowering everything, and that's not the case because hip-hop is so universal and its got so many sounds. New things are working from different areas. And this is no disrespect to anybody, but you gotta still make it in New York to make it anywhere. New York is embracing the South or the West Coast or anything like that still happens for it to go worldwide. It's about making hit records. Period.
TSS: You say really positive things about Green Lantern in your XXL blog. What is it about him that you like?
Drama: I just think Green Lantern is one of the groundbreaking DJ's in the mixtape game. I've always appreciated his work. He's become a good friend of mine and I watched him come up before I was in the game. I've always had a lot of respect for him.
TSS: You're around hip-hop all day. What do you listen to to kick back?
Drama: I listen to everything. I listen to a lot of eclectic music. I may throw Goapele on, or I may throw some old Stevie or Marvin or Eric Roberson. A lot of stuff, really.
Drama: Clark made me. I mean, a lot of my career was started in the AUC. Just from coming up and doing all the college parties to being around so many young successful black people that I still have relationships with in my career. The AUC is an early breeding ground for a lot of people in the business. It was a great opportunity for me to go to school, and not just go to school, but really get my early lessons in the industry. And just an early grind. I used to be on campus just hustling CDs before anything.
TSS: Any Freaknik stories?
Drama: When I came down here Freaknik was pretty much over. But the first Freaknik that I did go to was in '97, and I spent more time hustling CDs than getting my freak on. So that just shows you what type of nigga I've always been.
TSS: In Atlanta, it seems like rappers and hip-hop artists network more and support each other.
Drama: Everybody does support each other. I know when I was on the come-up, a lot of people looked out for me early, so I always realized there's a good level of love in the A.
Drama: I hope not.
TSS: If someone paid you a certain amount of money, they can get a Drama mixtape?
Drama: Nah, not at all. I do tapes for free more often than I get paid for them.
TSS: Word? That's love right there. How do you respond to people who say hip-hop promotes violence?
Drama: That's dumb, period.
TSS: What's it like being a bi-racial artist in the game?
Drama: My ethnicity didn't have anything to do with my come-up. I got two beautiful parents. I'm happy they made me and I'm here to do what I do.
TSS: You've mentioned in previous interviews that your pops was an activist.
Drama: Yeah, my dad was in SNCC [Student Nonviolent Coordinating Committee]. He used to run around with Panthers. He was Communist in the '70s and '80s. He spent a lot of time in the South during the Civil Rights movement, did a lot of productive positive things.
TSS: Word. That's history right there. Presently, what's next?
Drama: The Gangsta Grillz album. I got a movie coming out called "Step Show." Also, a major release with Megan Goode.
TSS: What's the next Gangsta Grillz that's coming out?
Drama: I got a project with Jim Jones in the works. Then I got a Gangsta Grillz
with Willie the Kid. That's with a "W".
TSS: Oh yeah, I got you. We spoke to DJ Jamad and he mentioned him.
Drama: Ok. And then me and Jeezy about to go in and do another one, and all that's going to lead up to my album.
TSS: With all the celebs you've worked with, who's surprised you the most?
Drama: I mean, Jeezy's work ethic is crazy. But I don't really treat them like celebrities. Everybody just try and get it, basically. You'd be surprised. A lot of dudes are very humble, very down to earth. I've been in the building with the best of the best and in meetings… you learn very early on that everybody is pretty much just as dedicated as you are.
TSS: Can you talk about your work ethic?
Drama: My work ethic is crazy. Look at my career. Look what I've achieved. I work hard. You gotta get some sleep. You can't be sleeping when other people are awake.
TSS: Any more collabos like you did with Skateboard P and Little Brother? Anything from left field like that?
Drama: What's really, really gonna hit niggas in the head is Willie the Kid. He's the next coming of a lot of lyricists.
TSS: He's from Michigan, right?
Drama: Yeah.
TSS: Aight, we'll keep an ear to the street. Thanks for the time.
Drama: Ain't no thing.
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