When it comes to rap music, nobody is ever satisfied. When Nicki Minaj dropped her initial buzz singles, she had fans so divided you would think hip-hop was ready to engage in a civil war. Coors Light heard the battle cries and is trying to increase the hip-hop peace. Coors Light is beginning their search for the coldest MC in the country. The brewery rounded up three judges who’ve made their mark on the industry in some form or another. Ice Cube, DJ Khaled, and DJ Drama are looking for the coldest MC by having events in cities like Baltimore, Atlanta, Philadelphia, and Charlotte. Rappers can also submit their videos online for consideration.
The Urban Daily spoke to DJ Drama about his involvement in the Coors Light Search for the Coldest MC, why it took so long to get him and 50 Cent together on a Gangsta Grillz mixtape, and if Ice Cube will ever get his own Gangsta Grillz.
TUD: When judging, what are you looking for in these artists?
DJD: Looking for the package, you know. We’re looking for the coldest MC. I don’t want someone to come to the table and necessarily have a good song or good hook, but really have bars. What this competition is about is lyrical abilities, it’s about the basis of being an MC. More than anything that is what I’m looking for. Definitely, stage presence is important. Songs are important but more than anything, I’m looking for those bars.
What is it like working with DJ Khaled and Ice Cube?
It’s great! I’m a student of the game. I’ve been a fan of Hip-Hop since day one. Ice Cube, at one point in time, was definitely one of my favorite MC’s, I grew up on him. So it’s an honor to share a platform with him. We ran into each other a few times thought the years and the respect is mutual. We were definitely talking about searching for the coldest MC and I can’t really see someone more qualified than Cube. Cube can hang with the best of them. Khaled is one of the best DJs to touch the planet. He just went to the top of the food chain. I don’t think you could get better judges than that.
Do you guys ever have difference of opinion about who’s hot and who’s not? When it comes to rhyming and things like that because all of that is subjective.
Of course. We often butt heads. At the end of the day, we all have different opinions. There are some things we agree on and some things we disagree on. Like I said, at the end of the day, what we’re looking for is somebody that is really lyrically ready and can hold up to be the coldest and have the opportunity to be a face or fixture in the Hip-Hop game, get somebody that can influence another generation.
You’ve worked with new artists before, what did you value more their style or their substance?
Everything varies, everyone is different. I hit up artists for different things. I’ve worked with artists that have worked with the top MC’s of the game, and other artists that have been some of the best song writers and best hook men in the game. Every artist is different and i think that was one of the reasons why Coors brought me on board, myself to represent them, especially for the coldest MC because I’ve dealt with many different artists at different points in their respective careers.
Besides looking for the coldest MC for Coors, what else are you working on?
I’m actually working on a new album coming on this summer called Quality Street Music. I just shot my first video for the first single off the album called “We In This” featuring T.I., Young Jeezy, Ludacris and Future. That video will be coming out shortly. I’m out here promoting my album definitely with some help. We’re touching New York City, Atlanta, Philly, Chicago. I’m on my campaign as always.
Word is you and 50 are doing a Gangsta Grillz mixtape. What took so long?
I don’t know. We discussed it maybe like 5 years ago, but it just never came about. Then Iran in to him and I kinda joked with him about it like, “When’s our tape coming?!” Next thing I know, I see a tweet that said, “I’m working on my first Gangsta Grillz.” It’s ironic that it would take this long, seeing that both parties–myself and 50 Cent–are kinda like very important in the mixtape world. I came up in the generation of mixtapes. And from what I was able to accomplish from my brand and Gangsta Grillz mixtapes took it to a whole other level. I don’t know what took so long but I’m excited, I think it’s gonna be really dope and I think it’ll be special for the game.
Speaking of Gangsta Grillz, why haven’t you and Ice Cube done a Gangsta Grillz?
You know that’s another great question. And again, we would run into each other for years and talk about it. I mean let’s be real. Ice Cube is a very busy man as I am myself. If he’s not working on an album he’s working on a movie. So when I see Ice Cube, while we up there judging and looking for the coldest MC, I’m gonna ask him two questions; what’s up with the Gangsta Grillz and what’s up with the next Friday. Thankfully, with the help of Coors, we will be seeing each other a lot.
What is the best thing and the worst thing about being DJ Drama?
That’s a tough question. I’ve really been blessed throughout my career. It’s really hard to point out what the best part of it is. It’s something that I love. So being able to make a career, feed my love ones, travel the world, and see places that I never expected to go is probably the best thing.
The worst thing, that’s hard, I’m hoping on of the worst things will be having to pick who the coldest MC is because we’re gonna get so much talent. That’s a terrible thing you have to do, having to pick one great artist over another great artist. But I’m up for the challenge. I hope nobody’s feelings gets hurt in the process but may the coldest MC win.
Enter in Coors Light’s Search for the Coldest MC by going to www.SearchForTheColdest.com