I really enjoyed the space I was in when I was recording that album. The international significance with the music in the culture, entertainment, in the marketplace overall. I’ve always had great embrace on the international side. It’s one of my proudest moments in my entire catalog of music. We’re going to be celebrating the entire year. With 2018 marking the 20-year anniversary for Extinction Level Event, what do you remember most about the album? For them to come out and show love to us was an incredible experience. That was legendary, being able to shoot the video with the incredible Ninjaman and Junior Reid and the number one female dancehall artist, Spice. He’s just this triple threat in terms of the way he approaches his music creatively. What makes him even more incredible to me is the ability he has to balance the dynamic of West-Indian cultural significance through the feeling of his music with hip-hop and R&B. I really feel pretty much 95 percent of everything that he’s done. Tory Lanez is incredible at what he does as well. I was fortunate enough to have a few with him. So to have the opportunity to collab with him was incredible. I’m always going to be a huge fan of his, because he’s brilliant to me. That was an incredible experience for me as well, because I’m a huge fan of Vybz Kartel. What was the creative process on your last single “Girlfriend,” featuring Vybz Kartel and Tory Lanez? I’ve been working on this album on and off for nine years. There’s going to be an announcement made soon on the title and we should definitely be having this album drop before the midway point of 2018. Patience was probably one of my greatest weapons when putting this project together, because there was things I ended up stumbling on that ended up on the album years into the recording. I was very patient with it and took my time. I haven’t dropped an album in retail since 2009. The only thing I am going to say is that this is definitely going to be my most compelling body of work that I’ve ever put together. What can you reveal about your upcoming album as far as title or release date?Ībsolutely nothing. The world is going to stop when we drop that. I want the world to look forward to that. Yeah, so now that we’re finally going to have a moment where it’s going to be me and, the video is going to be unbelievably out of control. Is there a video for the track in the works? I was like wait a minute, “You’re not busting my ass on my own record.” She tried to make me go make an adjustment. I got with Missy after the song was done so she could hear it and make an adjustment. Kelly Rowland was with Bangladesh when she did her vocals. Missy did her verse at one point and sent it to me and I put the song together. It came together organically, but the music set the tone for the direction I felt the song needed to go in. Everybody knows me traditionally to bring that good energy to a situation every time I step in the room. I feel it’s going to work in the parties, the clubs and work in the street and every setting. I don’t think we ever heard Missy speed rap before. It was interesting to use Kelly Rowland rather than sing traditionally. It was produced by Bangladesh and the only other counterpart I thought that would be incredible rhyming with me was. I want it to stick out like a sore thumb and the track did that when I heard it. It follows the tradition of music I’ve always done - make music that stood alone and also shifted the climate. It came together because the music for the track set the tone. How did “Get It” featuring Missy Elliott and Kelly Rowland come together? I loved doing it - the experience on the set was incredible and watching people’s energy over it was even more fulfilling for me. Our culture of hip-hop is being properly represented. It doesn’t get more incredible than, Peter Dinklage, and Morgan Freeman coming together. I feel that it’s one of the best commercials in Super Bowl history. I think it’s the hottest commercial on the planet. It’s an incredible moment and I’m definitely proud of it. How did you end up starring in Mountain Dew and Doritos joint Super Bowl commercial alongside Missy Elliott, Peter Dinklage and Morgan Freeman? Busta Rhymes Taps Missy Elliott & Kelly Rowland for Relentlessly Groovy 'Get It'īillboard caught up with The Conglomerate Entertainment CEO live from Minneapolis to get his thoughts on 20 years of Extinction Level Event, plans to collaborate with Missy Elliott on the video for “Get It,” and the improbable story that led to crafting the Grammy-nominated “What’s It Gonna be?!” alongside Janet Jackson.
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