Take It Personal Podcast

The art of collaborating is nothing new. It’s actually more prominent than ever, but mainly to mask the lack of talent these days. Guest spots can offer important co-signs, sometimes a necessary one. Whether it’s initiated by the label or the artist, “the collabo” was a beautiful thing in the 90s. There’s an unwritten rule that if you gave a verse, you’d later receive a verse. The “friends and favors” card was often used back then. Collabos helped gain exposure, the ability to cross-sell and increased your album sales. Sometimes, you jumped started your career off a guest appearance, like Busta Rhymes on ATCQ’s Scenario. If you had the pull, the budget or just wanted to put on someone from your own camp, you did that. Classic collabos helped launch the careers of Nas, Big L, Redman, Keith Murray, AZ and Snoop Doggy Dogg. You had memorable collabos verses from Kid Hood (Scenario Remix), LL Cool J (Rampage), Biggie (Flava In Ya Ear Remix), Inspectah Deck (Above The Clouds), Capadonna (Winter Warz), R.A. The Rug