Alchemist On Turning Beats Into A Business, Cutting Out The Music Industry | IDEA GENERATION, Ep. 8
Alchemist got his start as the teenaged sidekick to Cypress Hill and the Soul Assassins. Though his rap group, The Whooliganz, would be dumped by their label before they could even release their first album, Al did not let the setback stop him. In fact, by the time he dropped out of NYU the MC-turned-beat-maker already had a catalog with a couple classics, and more on the way. In the 25 years since Al has continued to develop as a musician, embracing new generations and new styles, while also reinventing his business model from the typical front half advance + pub and writing backend to a more Direct-To-Consumer model. And as a result of this conscious shift in economics, he has more latitude than ever with his craft.
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00:00 - 01:19 - Intro
01:20 - 03:30: Discovering Music + Childhood
03:30 - 04:42: Meeting Evidence and Will.I.Am
04:42 - 05:20: The Hooligans and Signing to Tommy Boy
05:20 - 07:40: The First Tour
07:40 - 08:05: Beat Making Process
08:05 - 10:37 After the Tour and Working on Cypress III
10:37 - 10:55: Act II
10:55 - 11:57: Attending NYU
11:57 - 12:45: Dropping out of College
12:45 - 13:44: Cypress Hill Remix + Developing A Sound
13:44 - 14:23: Beatmaking Basics
14:23 - 16:30: Working with Mobb Deep
16:30 - 18:47: Making A Name
18:47 - :19:28 Negotiating Deal Structures for Beats
19:28 - 21:20: Solo Debut - 1st Infantry
21:20 - 22:40: The Story Behind “Got It Twisted”
22:40 - 23:58: “We Gon Make It”
23:58 - 24:51: Collaborations + Return of the Mac
24:51 - 26:00: Philosophy of Making Great Albums
26:00 - 27:38: Major Industry Shifts + Chemical Warfare
27:38 - 28:07: Act III
28:07 - 29:37: Alchemist’s Studio + Rap Camp
29:37 - 31:37: Covert Coup
31:37 - 32:10: Day in the Life
32:10 - 34:16: A New Generation of Collaborators + 10,000 hours
34:16 - 36:46: Discovering Bandcamp + Cutting Out The Middle Man
36:46 - 39:00: Making A Label + Building an Ecosystem
39:01 - 39:17: Credits
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What's your all-time favorite Alchemist beat? We'll go first: "Keep It Thoro" by Prodigy
"Dead End Street" by Buc Fifty
"We Gonna Make It" by Jadakiss
"Got It Twisted" by Mobb Deep. That Thomas Dolby sample was way ahead of its time, and it still hits hard today.
Surf n Turf - Boldy James
Worst Comes To Worst-Dilated People
Not many have stood the test of time like Alchemist. Feels like he hasn’t even peaked yet, which is fuckin insane.
That’s a fucking fact! This man been dropping heat since the late 90’s
Cause when you love what you do that much there ain’t no peak. Like you said this man has been making music since the mid 90s and his music keeps getting doper & doper as time goes on.
All facts
Miles Davis of beatmaking!
@@totc6196 love this
Damn im a 41 year old hip hop head. I’ve loved Al for a long time. I was making beats when I was 17 and gave up. He followed his dream and that deserves all the respect in the world.
Get back at it, even if only for yourself
get back on that horse my guy ...follow your passion its never too late im 43 and just starting to grow my brand after learning production for the last 4 or 5 yrs
Bro, you can be on a hiatus but never give up on your dreams. I still make beats on my SP-12 and still raise hell!
43 and I stopped seriously producing music around 30. I still beatbox and hum melodies I think of daily and record every idea in my phone. I back them up in case I get the spark again and want to flesh those ideas out.
Im 29, & just buying the equipment to start my own video production company to shoot music videos. Its never too late, if you doing behind the scenes(non rapper).
"Check yourself, don't doubt yourself." It's really cool to hear how he felt like the new internet generation opened up his career. Even after such a legendary career to that point, he never got "stuck in his ways", he also doesn't act like there was a "right" way to do it back when he first started getting money and buzz. He was just stumbling through determined to do it like anyone else.
Alchemist and Madlib are the inspiration for me to keep going in this game. At 32, I’m getting more progress than in my 20’s. What a time to be alive 🔥🔥🔥🔥
UNCLE AL ! 🙏 humble soul ❤️
You a legend too fam!
Yes. Cooking Soul is on my list right there with Alchemist and Premo!!!! Keep up the good work
👶🏾🗣“COOKIN SOUL”
@@RestlessPro Heard the tag drop in my mind off reading this.
You and al are legends bro.
Rare to hear of Alc’s history from his own retelling. Thank you for all the gems Idea Generation!!!
Thanks Edson for tuning in!!!
I’m almost in tears at the end of this. Him going over the business model that guys like currensy and them started developing in the 2010s. I feel so inspired to get back to being creative and carving a lane for myself. Great video.
If anything do it for your mental well being. Creativity is important.
Me too bro I been rappin/producing since I was 8 music will be with me til I die !!!!!
"Your boy Al, everybody's pal." I've been rocking with Al for the longest. 🔥
Music is not a sprint it's a marathon, it's a lifestyle and AL is the Proof !!! Real Legend !!!
what the fuck are you talking about man? there is no final destination in music, music is music.
@@rpemulis j/k
@@rpemulis que no q👎 p
@@deliapaez5488 l Pp P P L
@@rpemulis Pp
Best way to wake up. I've felt so uninspired this year after suffering a stroke. This video couldn't have come at a better time. Truly inspirational. Thank you ALC!
Get well soon. Glad you're still with us.
blessings homie. hope you're well
May God grant you healing, inspiration and drive my man 🙏🏿👍🏿✊🏿
love yah homie!
Glad you survived
Such an inspiration. Alchemist is a leader. Not just in producing, but choosing your own path in a shady music business. I have so much respect for him!
I saw what you did there 😏
@@okeowoaderemi still shady a Dj
He slowly snatched the crown - there is no contest. quantity and quality in 25 years is unmatched - nobody, not even the 90s goats can hold on to this catalog in dopeness. king
This is iconic. Al is the goat just from the way that he carries himself.
Damn. Last week Gibbs. This week Alchemist. Sooner or later we need Madlib to round this all out, maybe his man Egon too.
Egon a pure legend. I remember he messaged me back I'll never forget.
We need some of these younger artists on here such as Kaan and Navy Blue.
this man is throwing serious wisdom on us. inspirational and motivating
This man’s humility combined with his talent is so inspiring.
He's just gotten better and better as time has gone on. His stuff the last decade has been insane and he has really carved his own path that sets him apart. One of the best producers to ever do it in any genre.
Arguably the greatest hip hop producer ever, especially what he's doing with young artists like Earl, Navy Blue, MIKe, Boldy James. Etc
@@theherbpuffer Yea, he sure has the resume/accolades. He really just needs one more defining peice though imo. A "Chronic" type record for this day and age. He has the roster/connections to do it. Also, Boldy is almost 40 I think. I get your point though. It's cool who he picks to work with. It's amazing actually.
I've watched literally every alchemist interview in existence... and in retrospect... even READ as well...as the VERY FIRST INTERVIEWS Al had were IN MAGAZINES like the source and XXL back in the day ...and I was already STAN'NG this dude back in high school (the late 90s) after hearing his beats with buc 50. Then the first defari album and dilated and this is by FAR THE MOST IN DEPTH he has ever been about his EVOLUTION...not only in how his career in rap came .. but also in his personal life Hes never told that story in depth about Will..Ev..AM..etc and all them freestyling at the club.. or how he started kicking it with cypress cuz of their managment. And the tutor.. what what conversations with his COLLEGE ADVISORS were like etc. in the early 2000s...P and the MOBB had like 7 underground dvds for sale on sites like ughh.. and I had all of em... and AL was in all of em. It was funny to hear him tell the story of how him and the infamous mobb linked up.. cus he told a story before about how when they first met.. they all thought his name was "OPTIMO" .. and for like the first week they were kicking it they were calling OPTIMO and he didnt correct then..which when visualizing always makes me laugh 😁😅😅🤣🤣 THANK YOU FOR THIS INTERVIEW ....
Really appreciate this comment. Means everything. 💡💡💡
@@TheDoknoh np bro. You got something special here. When I wrote this earlier I was only into the first half of the interview as well I cant believe how much in detail AL went about the second half of his career from Chemical Warfare up until now and the ups and downs he experienced. From an outsider looking in. I wouldve NEVER KNOWN how he wasnt happy during the time of CHEMICAL WARFARE and how he was dealing with that internal struggle of tryna match 1st infantry.. and that he was tryna MARKET IT as a big project ... and that Jim JONES story and all that. I just always thought .. ALS A BEAST and he works and puts out QUALITY beats and projects at a consistently high level and these are all of his projects he LOVES. It's so crazy to see him talk about how CURRENSY put him on to the new wave of the independent rap hustle with CC. And how it was a blueprint for his business model now with all of his full length solo albums hes done with all these artists on ALC. I legit assumed this was all calculated and planned out meticulously.. so to see it was just him going into all of these situations blind not knowing his next play is pretty INSPIRING this Is legit the best al interview .. out in all of history bro You really got him to open up about EVERYTHING. Thank you for this 🙏🏼🙏🏼
i appreciate you adding all of that context
Stop saying literally when you mean figuratively.
That win or lose beat is still one of my favorite ALC beats. So glad he let the beat breathe at the end
Always LOVED that beat. Here I go again....
Would anyone know what’s the beat in the beginning called?
As a music producer working hard and trying to find new, creative ways to make a living..... This video is a godsend. Thank you Alchemist for being so forthright in your approach and spitting true knowledge. This industry may be hard to make it in, but these tiny bites of true insight give people like me hope. Thank you, thank you, thank you.
"That moment is gonna happen where you're gonna get that break" -The Alchemist I needed this
Man Mobb Deep's production was a blue print for me. He drop'n Game so many times just makes me wanna work harder.
This guy is such an inspiration for me. I really hope i can make a living from making beats at one time in the future. I'm gonna hustle for it.
I love how genuine his passion for the craft is and how excited bro gets just speaking about it. If that’s not inspiring idk what is
Beats aside, Al's energy is legendary. He's like the power-up / final boss life mentor you wish you could have.
I can’t imagine living in a world where ALC doesn’t drop at least 3-4 projects per year. 🐐🐐🐐
right? and thankfully from the sounds of the end of this interview we won't have to worry about that day for a long time
I learned a lot about Alchemist with this great interview. Never knew how he linked up with Mobb Deep until now. Never knew Nas & Jay-Z both passed up on the We Gonna Make It instrumental. 👏🏻👏🏻👏🏻
Honestly, I can see why. Dope beat but it's not for them.
This will have millions of views one day. Alchemist will be one of the most legendary producers.
He already is just boom bap it's self is a small genre most popular mainstream genresvtrap drill etc
This man makes the contemporary niche sound of Rap/HipHop
Its insane to me that he's from Beverly Hills and consciously makes an effort to move on the edges of mainstream instead of the center
I played drums for about 9 years, was taught by a drum teacher that taught me an insane amount about music that he learned while playing with The Beach Boys and going on tour and everything. Went thru my rebellious teen phase and sold my drums for weed money. Hearing the alchemists music got me hella re-inspired to get back into making music, made my first move buying FL producer edition and a midi pad
Alc's consistency alone deserves due respect, but he has an instantly recognizable sound and brand now. He doesn't need a tag anymore, really. I'm happy that he's truly found his own lane and is doing it on his own, for himself. He's an OG and his evolution is major. Respect, respect, respect.
THIS>>>>> Man, talk about being in a slump that you can’t get out of, THIS was the Inspiration and Motivation I needed to know that this Music is gonna work out but you HAVE TO do your part… Thank you AL, we love you and all that you do 🙏🏾💯
ALC been putting it down for a long time. Spot Solidified
38:03 Al’s discipline and consistency got him here. Thanks for the storytelling 🙏
It's a recipe for success in any field, I can't wait to further to develop my discipline and hopefully make music my living like him
Nothing but respect to Uncle AL he’s one of the best producers. Him Knwledge, Earl, and Navy are the producers I aspire to be like. He’s truly a genius.
That was effing brilliant - big up Alchemist.
LEGENDARY!!!!!
I have started making beats because of this gentleman here. God bless you AL!
Can't knock the talent but in terms of advice on how to get a break like Alchemist. 1. Get born rich and live in Beverly Hills. 2. Start a Hip Hop crew with the son of a major Hollywood star, 3. Get signed despite not having any songs and go on tour with the biggest names in your era of Hip Hop while still in school. 4. Get them to show you how to make beats. 5. Get some more tips at the house of the most famous producer in music history etc etc. He's got an ear and talent no question but he's slightly skirting over how easy a lot of those opportunities came to him. A lot of people who coulda woulda shoulda ended up doing the minimum wage 9-5 that wasn't on the cards for him while he was developing his skills.
This should be top comment the end almost made me quit rap lol
Still, adaptability. If you watched it you'd see that all that stuff never really worked for him, he had those breaks but they didn't cement anything. Knxwledge, who did not come from that rich background, showed him how to make money and be happy at the same time. You can pay Google/KZhead/meta for advertising your own stuff right now, use that 9-5 money to invest in yourself, don't buy stupid shit etc these are lessons to learn from the video as well as the fact he literally said the music industry is disgusting.....so why would you want to break into that life anyway?
@@yanceyboyz because I enjoy spreading knowledge and helping the masses through hip hop
To get as big as he is you have to get INCREDIBLY lucky.
Its like this for almost all of the "greats" and uber rich in the world....Malcolm Gladwell wrote a book about this titled Outliers ....great book nobody EARNS a billion dollars
I been a fan of the alchemist for as long as I can remember. Alchemist not for everyone if they don’t understand the craft and the history.
This was an amazing video to watch. It really gave the audience a clear perspective of how al made connections and turned his passion into a living throughout the years. He really is one of the greatest producers from our generation.
Totally agree. His transparency on the details of his business and process is truly inspiring. Glad you enjoyed this!
The most consistent producer in the game. No debate.
Preemo? Just Blaze? Bink? 9th Wonder? Boi1Da? Kanye?
More consistent than Preemo?! Nah, c’mon
@ANYTHNG G03S Me too, Preemo hasn’t fallen off he’s still consistently making amazing beats to this day
Preemo paved the way, and Al most certainly got hugely inspired by him, but his production run throughout the whole 2010's and 2020 - 21 has been on a whole other level, imo. He's regarded by a lot of rappers as the greatest to ever do it right now. Madlib is really close to but Al consistency and creativity is unmatched.
Still remember my brother giving me the 1st Infantry CD back in the day. Dope to see Al evolve into such a figurehead in hip hop.
Dope album and very significant in my youth as well.
Big ups to Idea Generation for giving Uncle AL his flowers. This was inspirational 💪🏾
Man this is really well put together, shout out the interviewer, his intent on listening makes it really engaging when Al is telling his stories!
Word
very motivating, a Curren$y episode would be great as well
I can’t explain how inspired I am just after Alchemist telling his stories on each topic based on from the ground up. As a producer and rapper myself I wanna be able to tell my own story and just speak from the heart to many that’ll relate or understand what I been through in life. Thank you Alc for all the makings of greater music and listening to your beats time from time still fire 🙏🏾🔥
Alch is one of the best hip hop producers of ALL TIME, super underrated!
I love listening to Alchemist, his stories, ideas, he’s a very special being. We are lucky to have him in this world and I cannot wait to see how will continue to elevate his legacy. Great interview!
Alchemist is a GOAT! Been rocking with him since I first heard his beats on Defari LP in 98’
Man I love Alchemist energy. I had the chance to meet him and he took the time to take a picture and talk to me about music. Humble guy can’t wait to catch a live set.
Larry June bought me here , so thankful for this video . Al is an incredible mind , his selflessness & drive separates him from the crowd 🍊📈
Alchemist has been a consistent undercurrent in Hip-Hop for forever. His best is yet to come I think and i'm looking forward to it.
I agree. His best work will be with an artist(s) like Navy blue, Earl, MIKE, Boldy James. I like what he's doing with the young generation
IDEA GENERATION, I really enjoyed this! Salute to the legend Alchemist!
This guy deserves all the flowers now. Thanks for your contribution to the culture Alchemist and all the wonderful music you have produced.
Alchemist has been my favorite producer for 20 years, and he still getting better. So crazy
If I was friends with Will.I.Am and Evidence, and then Quincy Jones, and then on tour making $30,000 to buy weed for an artist, while in high school, I'm pretty sure I'd know that I was going to be successful if I soaked up the knowledge and wisdom and my surroundings. This man is one of the GOATs and it is insane seeing him talk about his own life for the very first time after following him for like thirty years
I feel he just lives the moment rather than having some sort of mapped out plan for the future.
Will and evidence were not famous at that point and it wasn't Quincy Jones it was Jnr, Q, who was fairly known in hip hop production for a Tupac beat here or there but we aren't talking his father's legacy and Thriller here lol.
By far one of the greatest producers 🔥Alchemist🎯 🖼💿🎵
Honored to met him once, real humble person, very passionate, nice talk with him plus that dro was fire 😂
Alc is a person I look up to. Even as a grown up. Humble, uncompromised, constantly working. I love this guy
the best shit to wake n bake to.
I appreciate hearing AL's story! He kept reinventing himself at every turn and is at the top of his game right now!
The Alchemist is the reason why I got into beat making. Love you Al thanks for being a Huge inspiration to my 🎨🎭 Art .
The Legendary Traxster got me into beats, back in the 90s; but Alchemist definitely helped shape my creativity though, for sure… Dudes a true master of his craft… He made a lot of his classic shit on the ASR-10, and when I found that out I went straight to EBay in search of a used ASR LOL
Didn’t want the video to end , Alc straight talking knowledge for the people and speaking wisdom. 💯
I would never thought he hated that chemical warfare album
me either. I do remember an interview leading up the Chemical Warfare where he said he gave Wayne the Nothing on Me song in exchange for being able to get back verses from everyone one the song, and that it was a big pain. He was expressing some frustration with the process. And I remember being a fan at the time and the album being pushed back multiple times. But I didn't expect him to outright say that he hated that time. Also Prodigy was his best friend and had just gone to prison within that year so that was probably a hard time as well
Been rocking with ALC since the 90's!...He is by far the dopest producer of my generation.
Uncle Al is an OG and this is my first time seeing an interview with him and he seems like I thought he would, cool, humble, creative and in tune
Alchy deserves all the flowers, glad to see him painted in such a way💯💪🏾
I love this episode. To see how far alchemist has come from back then to now is amazing. Today anything he touches it’s like a must listen and go support. Salute to Alchemist!
This is one of those interviews I love going back to every few months. Pure gems for motivation & mindset 🙏
This is one of the best interviews I’ve seen in a while. I love the format & the creative direction
Temples of Boom is one of my favorite albums and to now learn over 20 years later that Alchemist contributed to that album.🤯 I wonder what tracks he worked on?🤔
I got the same mixed thoughts going through my head too like damn I never would’ve thought unless I saw this video. Thank you too IDEA Generation
Hands down my favorite producer. Great to hear Al's origin story straight from the GOAT's mouth
ÑBA leather tour, New Orleans, the next day was Earls birthday so he was the closing act, but Actions tour bus was stuck in I-10 traffic. they tried to strech out the opening sets before he was able to come on and MAAAAANANNNNNNNN when i say just watching Alc rip records in the front row was such an insane introduction to rap shows for me and so inspirational as an artist
this is probably one of the most valuable interviews I've watched/listened to. I have even more respect for Al now than ever before. amazing
This is an excellent method to document someone's progress as they work towards a goal from the start.
Brah!! One of my all time favorite songs is Smile, off of Chemical Warfare. 1st Infantry was the album that made me love hip hop. I listed to it but, this album made go out of my way to look for stuff I wasn't hearing on the radio or TV. I'm in Cali, so east coast stuff was basically non existent unless you looked for it. At this time anyways. I love Alc. Anything with Alc on it will get a buy from me. Also fucking Gangrene!!! I love Vodka And Ayahuasca!! Anyways great interview.
I love the Vodka and Ayahuasca album too. That & gutter water, greneburg with Roc Marciano & The Good Book Vol.1 with Budgie. All those albums are masterpieces and they never get old.
Al was fortunate enough to have the path paved for him with who he knew and was plugged into. He took full advantage of his opportunities. He learned from legends and became a legend himself. Al had always been one of my favs. I remember buying albums just because it had a Chemist beat.
the 'cutting out the music industry; is an apt description of the beatmaking. it's largely an industry of amateurs making products for other amateurs. lots of amateur rappers may buy your 'beat' because they're amateurs and so is your music production. a perfect match. outside of all this is the real music industry of musicians and sound designers making their own original content.
The one and only ALCHEMIST
🐐
This guy has some of the greatest interviews of all time.
That bug flying by at 6:05 got me feeling humbled
Alc has this raw, rich sound that is hard to describe- his chops are clean! Covert Coup is a HELLUVA album!!!
Here's where we can see that a good, thorough documentary on a great musician is totally compromised by youtube and copyright ish: they can't play none of the beats. "We're working with electronics. We're not robots. There's an immediate fight there. Some people give in to the fight..." - AL
Love how this channel is growing, you deserve it
One thing that stood out about this interview, outside of all the other great stuff, is that Al continually said that DJ Mugs was paying him well, While he was under his tutelage. Also, that DJ lethal wasn't a hater, and taught him what equipment to buy and how to pick records etc. Always good to hear stories like this
The beat to "Location Remote" was one of the most savage beats I ever heard man. This guy is a living legend
Bomb work, Noah -- love the way you continually get your guests to open up and feel relaxed enough to keep it a hunned!
"Checking yourself is good, don't doubt yourself" - Alchemist
Alchemist production stands the test of time. Feels like he gets better and better which is insane at this point in his career.
This is literally the best thing that happened to me in a while. Brilliant.
Truely inspiration.... DOPE to hear Uncle Al talk so freely on his craft. Much success bru🔥🔥🔥🔥🔥👊💯🇬🇧
Love this interview! Amazing to hear my favorite producer tell his story and how things have changed for the better. I haven't felt inspired to create lately but after watching this I just gotta boot up the MPC and start working!
have been loving alchemist beats for the last 25 years, and watching this made me appreciate him MUCH more as a person. Seems like an awesome guy. Keep up the great work!
For real Will I Am is mad underrated...don't judge a book by its cover ! Early BEP recordings was straight hip hop !
Chypresshill temples of boom sonically one of the best produced hiphop albums ever produced alc had a hand on it?crazy but it makes sense!!!i wish he got credited man!
Great interview man... Inspiring and truly motivating
39 year old head checking in. ALC has been super influential in my timeline with hiphop. From Dilated in the late 09's to Freddie and Griselda today.
One of the best inspirational interview on the rap and hip hop music culture. NYU need to give Alchemist an honorary doctorate degree in rap music culture.