No I.D.: Rise and Shine


No I.D. suffered through a four-year slump before he placed his next track. At the time he struggled to make ends meet, briefly managed Kanye and tried to develop a few other acts. He landed tracks on Beanie Sigel’s The Reason in 2001 and Jay-Z’s The Blueprint 2 in 2002 through his relationship with then Roc-A-Fella A&R, Kyambo “Hip Hop” Joshua—to whom he would later introduce Kanye.

In the mid 2000s, he moved to Atlanta to align himself with Jermaine Dupri. He credits the So So Def boss for re-energizing his career and providing him the foresight he previously lacked. “I said, ‘OK, I think I have a full grasp of what I wanna accomplish as a producer,’” says No I.D. “It was almost like I had done my research, I’ve done my bad experiences, I’ve lost. It’s almost like Donald Trump. You gotta go bankrupt a few times and figure it out.”

A few years later, No I.D. would reconnect with his protégé (who he’s known since Kanye was 14) after ‘Ye’s mother passed away in 2007. “Malik Yusef said to me one day, like, ‘Yo, he needs you, you know you are a stable person, you are one of the more stable men he knows,” he says. During a two-day stint in Hawaii, the old friends locked themselves in the studio and, to their surprise, crafted nine beats together, including several tracks that wound up on Yeezy’s 808s & Heartbreak and Jay-Z’s The Blueprint 3. As a result of their chemistry, he was tapped by Kanye to serve as president of his G.O.O.D. Music label and relocated to Los Angeles.

“I had this conversation with him before it started like, ‘Hey man, be Quincy Jones right now,’” he says of their reunion. “It don’t matter that I taught you. I’m humble enough to play another role so we can just be successful.”

After a productive period he set his sight on an position at Def Jam. His intentions were G.O.O.D. “I made a decision to make Big Sean win and I’m gonna do it in a way where I walk it straight to L.A. Reid,” he explains. “I’ma make it clear that I made this win with the intention of L.A. saying like, ‘Damn, we need this guy.’”

It worked. Though Def Jam’s budgets were frozen at the time, No I.D. paid for Sean’s first recording sessions out of his own pocket and got the ball rolling. The Detroit rapper scored a hit with the No I.D.-produced “My Last” featuring Chris Brown. Sean’s Finally Famous hit stores in June and debuted at No. 3 on the Billboard Top 200—selling 87,100 in its first week. Though L.A.—who resigned as Island Def Jam chairman in May to run Epic Records —offered him a position under the Sony umbrella, No I.D. stuck with Def Jam and was rewarded with an executive vice president gig and his own label.

Nearly 20 years into his career, No I.D. appears to have finally found his stride and has come full circle in the process. He has tracks on deck on Nas’s Life Is Good and Jay-Z’s 11th studio album, but foremost, he’s reunited with Common for the first time in 14 years. He produced Com’s ninth LP, released last December, The Dreamer, The Believer, in its entirety. Again, No I.D. embraced the challenge. “I know the history of my career,” says No I.D. “This is the time to prove something. I could go do records for Watch the Throne. What does that prove? Nothing. It’s Jay-Z and Kanye West. But, Common, acting, no record deal? Let’s try this.” Resurrection.

  • land lord

    Very inspiring. Persistence & faith in one’s self is B.I.G. I love the example he gave of Donald Trump.

  • CaponeMOB

    when he was making his come back and produced records for jay-z’s blueprint 2 he also produced some tracks for the red-hot 50 cent and g-unit at the height of their fame. he produced a track on the beg for mercy album. how could yall not include that? that was big to have a track with
    the most infamous rap group at the time,.. and i think the beg for mercy album went 2x platinum. are the journalist at XXL rap fans,or just plain journalist? cuz that would explain the half assed rap articles.

  • Shawty J

    No I.D. is definitely one of my favorite producers right now. Go check out his Cocaine 80s projects, shit is nice!

  • fuckyall

    THAT COMMON SHOULD GET ALBUM OF THE YEAR

  • http://www.twitter.com/r_too rAND

    Man talk about things coming full circle for Common and No I.D…. This article definitely left me with the feeling of wanting more.. I’m excited to see what No I.D. has in store for Jhene Niko, Cocaine 80′s and of course Nas’s new album..

  • Larry

    very inspiring. if he ever get president, i think he can resurrect def jam.

  • Angelo

    I respect dude & he’s a good producer, but he’s not a great producer!…Mark my words he’s gonna give us a disappointing new Nas album. That new Common record is not that tough at all…Compare the sonic sound of BE vs. The Dreamer & The Believer… He’s not a great producer