Too long to post in full, so here's the highlights of my phone interview with Elliott Wilson, Editor-in-Chief of
XXL Magazine...
ON THE CHARGE THAT HE GIVES TOO MUCH SPACE TO 50 AND INTERSCOPE
If you find an artist who is a cover star artist, who continually impacts the culture, and every time you’ve put him on the cover, he sells—why would you stop doing it? I don’t understand why anybody would think I should stop doing it. And when I do interview them, I don’t kiss their ass. I ask them the questions that people want to know.
ON COOLING OUT THE BEEF WITH THE SOURCEI had to look back on that situation and recognize that it got out of hand. The XXL/Source beef ended up becoming like a real rap beef, on the level of the artists’ beefs. We’re supposed to be in beef too? You know what I mean? It was just out of control. I had to at a certain point say, “You know what? This is not how I want to go about it. This is going to get to the point where someone is going to get hurt. And I’m the leader of this movement and I gotta to be responsible for everybody, and their lives. We’re gonna cool it down and we are just going to let the work speak for itself.”
ON TALKING TRASH ABOUT BLOGGERSLike I’ve said before, I’ve dissed blogging, but it was basically because I was mad at two people who had made some comments regarding my wife. I’m married and I love my wife. I’ve been married since June and I’m a newlywed. And my wife’s a public figure and I’m a public figure. But, you know, it’s like the hero in the movie. I really need to learn to not let that be my Achilles heel. You know, like if you mention my wife, I go crazy. But it’s a learning process. People said some things I didn’t like and I condemned the whole thing. I’m a novice to learning about this blogging movement and how strong it is.
ON HIP-HOP BLOGSOverall, I think it’s a good thing. I compare it somewhat to my rise in the game, which is I started doing independent magazines. I couldn’t get into the mainstream and get to a national magazine. I started doing my own things, like Beat Down and Ego Trip. Then it led to the Source opportunity, and this XXL opportunity. I feel like if you are a kid nowadays, there’s a lack of independent magazines across the board. So a lot of these dudes—these ladies and men—are using these blogs as their forum to develop their voice. And I applaud that. I think that that’s what you have to do as a writer, you have to put your thoughts out there, you have to develop your voice, and you’re gonna get better.
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[Blogs, web sites, and internet forums] have had a tremendous impact on hip-hop, in terms of the daily aspect of it. You can get your thoughts out to the people a lot quicker than I can. Some people are real reporters and some people aren’t. There’s a lot of factual information and there’s a lot erroneous information. I love it. It’s kind of like hip-hop. It’s just a big fucking mess. And that’s what hip-hop is. Hip-hop is not all good. It’s like Ludacris said, “Move bitch, get out the way.” You can’t really sit here and defend Ludacris’s lyrics, but if you understand hip-hop and you understand the culture, you don’t feel harmed by Ludacris, or feel he’s a misogynist. You know what he is. But you kind of have to be inside—live the culture and breathe the culture—to really understand it. Obviously our culture is beautiful and our culture is ugly. And it’s our culture. The forums and the blogs and the sites express that.
ON HIS CRITICSYou get a feel about what people are saying about me and the magazine [on the blogs]. That’s what I like about it, you get this unfiltered feedback about what you’re doing and what’s going on.
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I applaud the freedom [of blogs], but with that—it’s like some Peter Parker shit—with that comes great responsibility. Some people I don’t feel are qualified to judge me, and it seems like they have an agenda against me. The same way they can criticize me, I can criticize them back. But like I said, I don’t want people to feel like every blogger should hate me. At the end of the day, it was more a reactionary thing to the acts of two people. I squashed it with one of them and the other still hates me from afar… I don’t know what his issue is, but if he ever wants to have dialogue with me, I’m open to it. I’m not running and hiding from any criticism about my relationship with Interscope. You wanna know my relationship with Interscope? Just ask me.
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To love hip-hop is to be critical of it. It’s to support what you like, and chastise what you don’t. That’s what being a hip-hop fan is. Hip-hop fans are real critical—it’s love and hate. That’s why I thought of that concept for the end of the year. Everybody does their year re-cap, so we’re gonna do this thing called the Love/Hate issue. We’re going to say things that we love and things that we hate, and really just put it out there. Don’t be afraid to say you didn’t like something. You know, I’m the only magazine that runs letters that say bad things about me. You don’t see any magazines that run, “the editor sucks dick,” and “he is Jimmy Iovine’s bitch.” I run that. I’ll take that. That’s the exchange. You put yourself out there, you get it back—good or bad. And you have to be able to accept that. So I think the blogs do that. They’re sort of a watchdog, they keep things in check.
ON WHY HE REACHED OUT TO BLOGGERS ABOUT XXL RAPSI was looking at the situation, and I’ve always been in a position through Ego Trip and through my work and having relationships with other journalists, I was always able to—on any project I’ve done—to get media love. To get that New York Times article. I just felt like, with this album coming out, “Should I go that route?” And I started to do that a little bit, and I did a couple of interviews. At the end of the day, I thought, “let’s try to do something different here.” The first idea was this guy Hashim Warren—I’ll say his name, I don’t give a fuck—has a problem with me. What I think I should do is challenge him to some sort of debate. Or do something on an online site or some blog, do some big podcast chat. Have everybody come at me, ask me any Interscope question and really get clarity. It will promote the record and give people a chance to talk to me. Cause I have been pretty quiet for the last couple of years. I talked all my bash-The Source-shit, and then I quieted down. I haven’t really been out there a lot really doing a lot of media stuff, and a lot of interviews. So it came from that idea: OK, I am going to challenge Hashim. But I was like, “You know what? It’s not really just about Hashim. It’s about a lot of people are saying things, good and bad, and there’s a whole community out here." And I definitely have to give my wife the ultimate thank you, that she’s opened my eyes to this, because she does a blog. She told me about you guys and different people whose work she thinks is really good. So I was like, “Give me the contacts for those people you think are good, baby, and I’ll have an intern draw up a letter, and hopefully I can talk to these people.” I think that’s a real innovative, different approach. And also, I didn’t want to be misunderstood. That just because I had made these comments that I don’t feel blogging has a place. I had to recognize what it was and get my education on it. And ultimately I decided that this was a real innovative, different way, and it gives people a chance to talk with me and get clarity on things.
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It’s also me just getting a feel of who they are. Maybe one day I would want to work with this person, or maybe one day I would want to hire this person. You know, just seeing who is out there. Who is the critics and the commentators of this culture? Because at the end of the day, the magazines have sort of been replaced by these people. So I want to know who Hashim Warren is. Honestly, I do. I want to know where he is coming from. And I want to know: is he dissing me because he thinks that that’s gonna gain attention from me, and I’m gonna want to hire him? Or does he just hate me, or hate hip-hop, or hate that XXL is the top magazine? At the end of the day, I recognize that these people are the underbelly, the conscience of the culture right now. And I’m not going to ignore these people. Part of my rise is that XXL covers all the areas and we are on top of everything. So if this is what’s going on—and I think it’s only going to get bigger—than at least people can say, “well, he really recognized that this was something that was worth talking about.”