“YOU DOWN WIT O.P.P.?”
“HIPHOP HOORAY!… HO!… HEEEEYYYY!… HO!”
The HipHop Anthem?…
Naughty By Nature invented it!
The Grammy Award winning, Platinum-album selling, New Jersey super-group, Naughty By Nature, has nearly a twenty-year track record of creating the hits and party anthems that have become the soundtrack to our lives. Their music has smashed through mainstream barriers all while remaining true to the sound, message and grit of the hood. And now, these three kings of the HipHop anthem have formally claimed their titles and named their forthcoming reunion album, “Anthem Inc.” in celebration.
Life is good. Treach, Vin Rock and DJ Kay Gee are back in the studio, doing what they do best: creating undeniably classic, hand-raising, life-affirming, HipHop music. “We wouldn’t have reunited if we didn’t think we could give people that authentic Naughty feeling,” says the group’s master lyricist Treach. “This new album is definitely gonna take you back, but just like we always did, we’ve invented a new sound, a bunch of new flows and after being without an album for so long, we’ve gotta lotta things to say.”
Few groups in music can boast a near twenty-year career that has been both consistent and history making. Naughty By Nature, the Grammy and American Music Award winning rap trio, initially called “New Style”, began performing at talent shows and were discovered by fellow New Jersey native and then-emerging HipHop artist, Queen Latifah. Eventually signing the group to her management company “Flavor Unit Management”, Latifah helped them land a deal with Tommy Boy Records.
Naughty By Nature’s self-titled debut album was released in 1991 and quickly assaulted the music charts with the instant classic #1 hit “O.P.P.”. The group quickly became crossover stars, while maintaining their ghetto sensibility. To date, their success and longevity as a HipHop group has been unparalleled. These three “Kings of The HipHop Anthem” went on to produce their follow-up albums that have become part of America’s HipHop legacy: “19 Naughty III”, “Poverty’s Paradise“ and “Nature’s Fury”.
Inevitably, a break-up in 1999 would lead to the group members each following different, yet equally successful, personal endeavors. As a producer, Kay Gee went onto produce award winning music with artists including: Luther Vandross, Notorious B.I.G, Jaheim, Next and Zhane. As an actor, Treach found success in film and television offering critically acclaimed performances in HBO’s original series “The Sopranos” and “OZ”, along with “Jason’s Lyric”, “Soul Food”, the HipHop cult-classic “Juice” and several other films.
As the marketing genius behind the group, Vin Rock developed Naughty Gear, one of the first HipHop inspired clothing lines. When he got a hold of the worldwide web, he mastered it with www.NaughtyByNature.com, further developing and expanding the reach of the Naughty brand. Throughout this time, Treach and Vin Rock continued to tour and perform around the world. In 2002, the duo struck a deal with TVT Records and produced their last album, IIcons.
Fast forward to 2008… After years of steady touring and itching to get back in the studio, both Treach and Vin agreed, that in order for the next album to have that authentic sound and feel of Naughty By Nature, they must reunite with DJ Kay Gee. At this same time, VH1 bestowed their coveted “HipHop Honor” to the group as innovators of our culture. Joining the ranks of Big Daddy Kane, Rakim and Eazy E., the group received their “HipHop Honors” in October of 2008.
The group continues to tour globally, ripping stages from Australia to Canada and New Jersey to South Africa. Naughty By Nature is on their A-game and have no plans to stop anytime soon. In this next endeavor, they are completely independent and totally in control of their brand. Still setting trends, the group recently struck a deal with media- giant Microsoft, to cross promote their new single “Get To Know Me Better” with the release of the “HTC Touch Pro 2 Windows Mobile device”.
With all that said, when Naughty By Nature tells you that they mean business, you’d better hold on – because this time around, it’s gonna be one hell of a ride.