Rico Wade: "Organized Noize Productions Is Responsible For Making The South Respectable"

Rico Wade: "We wanted New York to respect our brains, not them fat asses and our pistols."

Rico Wade says Organized Noize Productions played a pivotal role in shaping Southern Rap. 

“Organized Noize Productions is responsible for making the South respectable and that’s no disrespect to Luther Campbell and J Prince and Geto Boys,” Rico Wade says during an interview with TheBeeShine. “We wanted New York to respect our brains, not them fat asses and our pistols.”

Organized Noize broke through with OutKast’s 1993 single “Player’s Ball, years after Luther Campbell and 2 Live Crew’s 1986 debut album 2 Live Is What We Are. J Prince, whose given name is James Prince, owns and operates Rap-A-Lot Records, which began releasing albums from the Geto Boys in the 1980s.

In the interview, Wade says he had respect for early Southern artists, but that the South really popped in the ‘90s after Organized Noize released material including OutKast’s Southernplayalisticadillacmuzik and TLC’s “Waterfalls.”

Rico Wade founded Organized Noize Productions with Ray Murray and Sleepy Brown in Atlanta in 1992. Wade said that New York’s Hip Hop culture inspired his region’s musical output.

“New York is very influential to Southern Hip Hop,” Wade says. “New York is the father. Me and my partner Ray, we studied Hip Hop. We went to New York. We went Harlem. We went to the Bronx. We went to certain places to get breakbeats and stuff.”

Wade says that he spent the ‘80s learning from the music, style and culture of New York. He says he applied his knowledge and began production in his basement, which became known as “the Dungeon,” the namesake for the music collective the Dungeon Family.

In the interview, Wade recalls an early encounter with Dungeon Family member Big Rube to illustrate the impact of New York culture on Organized Noize.

“I remember walking through school and seeing [Big Rube] with this Run-DMC hat on, actually just a hat that looked like Run-DMC, and a pair of Cazals, but I’m thinking like, just like me, he just a fan of New York, but you can’t get real New York stuff in Atlanta," Wade says. “So I saw then that we weren’t fake. For a minute, I felt like we were in Atlanta, trying to be like New York , but we can’t get it here. We’ll never be as good as they are, but I just saw that we love that culture, the bombers, the break dancing. We just loved it and we studied it from youth.“

Organized Noize Productions continue to produce with the Southern artists. The group received a production credit on Future’s Honest album.

Rico Wade said he credits the Organized Noize’s planning and vision for bringing respect to the South.

“We’re putting together a plan,“ Wade says. “We’re not just gonna move without a plan. I knew NY was gonna respect our mind for that and I knew the West Coast was gonna respect our music.”

RELATED: Andre 3000 Collaborates With Future On "Benz Bitch"


  • e

    Co-sign this 100%! I loved Organized Confusions early beats. That had that New York soul sample vibe but mixed w/ that southern bounce type ish. One of the most unique styles before they switched it up and started making all the beats with the 808s and sprinkler sounding high hats that became the sound of the south that continues to this day.

  • Eddie

    Enjoyed the interview and Wades thoughts about southern Hip Hop. Dope article on OutKast that I read celebrating 20 years in the game. Link below. http://wp.me/p3NlAp-5N

  • Ant

    Zeal:..........RICO WADE is Future blood family. DX is right now. Catch up man. Future was around them growing up. Thats where him being so different came from.

  • Zeal

    The only organized credit on future's shit is a minute skit where there's no beat or production. Do your homework dx.

    • DX.COM

      Why don't you do our homework for us, then after your done, you can stick the pencil up your ass? Pussy.

  • Knwauto

    @Me you must be part of Rico Wade's PR camp to say some dumb shit like that. Geto Boys point blank periods end of discussion made the south respectable in hip hop. They were not just about guns they were political, and socially conscious also. This nigga said not to disrespect J Prince and Geto Boys but then promptly proceeds to do just that. Bitch nigga if not for Geto Boys there would be zero southern presence in hip hop today. J Prince, Willie D, Scarface, Bushwick Bill, respect that fuck boys! Rico get your finger out your ass boy. It's making you hallucinate.

    • Mitch

      @Me HAHHAHAHA you ethered him! @KnWauto ... Scarface is legit, Geto Boys are the gods of course. The legends of the south can't be contained in one sentence. How bout UGK? How bout 8ball & MJG? Really though homie, @Me is trying to tell you that if you weren't too busy worshipping at the Geto Boys throne, then maybe you can just embrace Rico's talent, and learn from his game. It's about unity, music can have that power. Really doe -M5

    • Me

      Listen here fuck boy.. I from the East Coast trick and I know the Geto Boyz but their brand can't fk wit DF and if it could they'd still be around you clown ass nikka and listen to the jewels Rico dropping, how could you diss the science behind what he's saying, you my friend don't know the definition of the word science because if you did you wouldn't have wrote that dumb shi you dumb fk and remember nikkas lie numbers don't and GetoBoyz can't touch them numbers fk bwoy..

  • Me

    I bet you people like Gucci Mane, T.I, Luda, Jeezy, Migos, Soulja Boy, all of these dudes I just mentioned don't know this story because if they did you would here these roots in them a little bit and this is why the south is fallen off slowly but surely today because it's missing roots and it's going right where Rico said he didn't want Outkast to go... Now Southern Hip-Hop is negative because the message in the music changed and now the south is a dangerous place and the only one who could bring back the real is Rico Wade and he knows it but I don't know if he has the energy even though I know he got the power.. Dope interview DX..

    • Mitch

      I agree that fans should demand something of value from artists. Hip Hop can serve a very educative function, it can really teach lessons that you can't get elsewhere. School, newspapers they all always slanted to serve some corporate interest, but in Hip Hop you can express your real opinion. Rico Wade helped bring legitimacy to Southern Hip Hop because he focused on producing high quality music, as well as fostering unity among his crew. Credit to the interview has to go TheBeeShine.

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