Swizz Beatz, “My World” [XXL Magazine Feature]
After a dozen years in the game, Swizz Beatz has transitioned from a producer to a name brand, and now every business decision he makes is more important than his last…
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PHOTOGRAPHS BY CHRIS SHONTING
WORDS BY ADAM MATTHEWS
A few hours before his debut as producer-in-residence at NYU’s Clive Davis Department of Recorded Music, Kasseem “Swizz Beatz” Dean commandeered a computer at a Williamsburg, Brooklyn, photo studio during a XXL shoot. There he conducted a meeting on Skype with a major athletic shoe and apparel company he’s been recently partnered with where he oversees the brand’s initiative to utilize 1970s graffiti artist turned downtown gallery star Jean-Michel Basquiat’s art to sell sneakers. As a well-known collector of both kicks and Basquiats, Swizz advised the footwear giant on how to tastefully incorporate the late painter’s work into their shoes. The hip-hop producer has a more permanent deal in the works with the line so is hesitant on blowing up their name before any ink is dry.
Swizz and his longtime business partner Monique Blake examined potential design mock-ups. As a rule, Swizz prefers simple backgrounds that don’t distract from Basquiat’s iconography. He looked through a few patterns and okayed them. “The yellow/black one, that’s 100 percent good to go,” Swizz said enthusiastically. At the end of the meeting, Swizz held an iPhone up to the webcam, with a picture of a Pump silhouette featuring a graphic that recalls the Twilight Zone logo, which he designed himself on his own computer.
The new moves in shoes is part of the extension of Swizz Beatz the brand. He is, of course, the superproducer who has crafted hit beats for almost every star in hip-hop from Jay-Z, to T.I., to Drake. Over the last 12 years, Swizz’s sound has evolved from the Ruff Ryders era’s popping drums, repetitive keyboard riffs and shout-along choruses (typified by DMX’s “Rough Ryders’ Anthem”) to a template that is decidedly varied, often futuristic, ever growing and far harder to predict. As Swizz explained later in the day to NYU students, he now considers himself a full-fledged producer, and not just a beatmaker. This means he oversees his own team of producers—situated under his new entertainment company Basquiat Music—which includes The Individuals, Ty and Snagz. So his songs are as likely to include a left-of-center drum-based track, like they did on Nicki Minaj and Eminem’s “Roman’s Revenge,” as they are to feature the classic Swizz Beatz sound, as on Jadakiss’s “Who’s Real?” The latter features Swizz on the chorus but was actually co-produced by Snagz along with Ty.
Swizz has applied these same curatorial instincts to the world of high-end goods. He’s locked in a deal as a designer and consultant for the British luxury car brand Aston Martin. In addition to the partnership with the sneaker giant, he has designed shoes and menswear for Christian Louboutin and a watch for Audemars Piguet. He is also developing his own art career as a painter. He began studying with the pop artist Peter Max five years ago and has since studied with the French gallerist Enrico Navarra and built relationships with his contemporary art counterparts Larry Gagosian and Jeffrey Deitch, both of whom are known for creating art stars.
Swizz says Deitch, who runs the Museum of Contemporary Art, Los Angeles, and founded SoHo’s legendary Deitch Projects gallery, has even encouraged the budding artist to hold his own exhibit. But Swizz felt the time wasn’t right yet. “When they see my paintings, Shepard Fairey can say Swizz has been down for a while,” Swizz says. “[Graffiti artist] StayHigh 149, who is a legend, he can tell you that Swizz, he’s one of us, in a way.” He was also balancing the goodwill of his primary brand with his latest offering. “I want to be accepted, not because I am Swizz Beatz, but because I am Kasseem Dean, the artist.”
GO TO PAGE TWO TO READ MORE ON SWIZZ BEATZ…
got a lot of respect for Swizz…he can make song dope club bangers and hot choruses…but that ‘Lord, Lord, Lord’ verse was horrible yo…
Much Respect to Mr. Dean. A TRUE artist
I fucks with Swizz but alot of his best shit came out long ago… he’s also annoying as a rapper…but he’s got a long ass resume to dude’s credit…Responsible for most of DMX’s hits and late 90′s Hov… can’t hate on those stats…
Some joints…
Touch it by busta
Im a Hustla-Cassidy
Ruff Ryders Anthem, Party Up, and most of Flesh of my Flesh, Blood of my Blood album- DMX (my favorite works by dude)
Tambourine-Eve
On to the Next one-Hov
Bring em out-T.I
Good Times-Styles p
Banned from TV-Nore
Best of Me-Mya
Million Bucks-Maino
‘Jigga My N^gga’
‘F^ck You’
2 of my faves…
Love the positive energy!!! Your a very inspiring person. Keep spreading love and wisdom to others…..its your calling
Here’s a man following the golden rule. “Do You”!
well, he is very talented-that no-one can take from him. I think deep down no one desires to have all these kids floating around with bitter ex’s. it’s all a process, but at the end of the day ,,just b/c u got a successful woman preggo, doesn’t mean that she has the qualifications of being ur Mrs., It just means shez preggo with ur baby. Family 1st! No matter how much $ one has, in the end u lose.
kids aren’t stupid, or dumb, the see, watch & learn
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