After more than two decades making music, veteran rapper Ice Cube is still here to “Rep That West!” In his latest video, released on May 10, Cube takes it way back. Where? To the source, the cowboy root, the American Old West.
Initially, when deciding on a concept for the “I Rep That West” video, Director Gabriel Hart wasn’t sure what concept would best reflect Cube and the song. After some hesitation, he put away the typical California backdrop and opted for a desert-like set that evokes the Wild West, with Cube decked out in a sombrero and poncho. The ex-N.W.A member wanted something different from all his past videos. He got it.
Cube announced on his blog that he was, is and will remain ‘gangsta rap.’ “We lost our way,” he says regrettably, referencing a time when the homogeneous nature of West Coast rap music made it fresh, innovative and exciting. As for his upcoming album “I Am The West,” Cube explained, “This shit is cocky, no apologies, West Coast gangsta shit. I can’t help it. That’s what I do.” And he does it well. Few are staying as true to gangsta rap’s roots as the South Central, Los Angeles native.
“I Am The West” is scheduled for release on July 13 under Cube’s own label, Lench Mob Records. He has stated that “being independent is beautiful because we can do things ‘out the box’ that record companies would usually frown at.” He wants to stay “real,” to continue putting it down for Hip-Hop from the left side of the map. His first solo album, 1990’s “Amerikkka’s Most Wanted,” helped to solidify gangsta rap as a force to be reckoned with. “I Am The West” might mark the beginning of the new Wild West.
Written by Raluca & Shaira
