Faith Newman’s Discovery of Nasir Jones

It was a typical day in downtown New York City when Faith Newman, then the director of A&R at Columbia Records, found herself cruising the streets, the rhythm of the city pulsating around her. As she tuned into the radio, a track by Main Source, "Live at the Barbeque," poured through the speakers. But it wasn't just any verse that caught her attention—it was Nas' electrifying delivery, a lyrical force that seemed to cut through the noise of the bustling city. With lines like "When I was twelve, I went to hell for snuffing Jesus," Nas' words carried a raw intensity that demanded attention, showcasing his undeniable talent and potential.

Nas, who was only around 17 years old at the time, was able to capture the harsh realities of life in Queensbridge with a raw authenticity that resonated deeply. His lyrics painted vivid pictures of the struggles and triumphs of everyday life in the projects, giving voice to the experiences of those often overlooked or marginalized.

Intrigued and captivated, Newman made it her mission to uncover the identity behind this remarkable voice. Newman embarked on a quest that took her to the streets of New York City. She spent countless hours combing through neighborhoods, attending underground shows, and networking with local artists and producers, all in the hopes of catching a glimpse of the elusive rapper. It would end up being Large Professor who introduced the two, with Newman setting up a meeting for Nas to stop by the headquarters of Columbia Records in September 1991. It was almost love at first sight, as Nas decided to sign with Columbia Records a few months later.

Assembling the Team of Producers

During this time period in the very early 90s, Nas, or Nasty Nas as he was only known as back then, had already established himself as a street legend, despite being featured on only two tracks. These tracks were "Live at the Barbeque" by Main Source and "Back to the Grill." by MC Search which also featured Chubb Rock & Red Hot Lover Tone.

In an interview with NPR, he described his status in the streets, saying,

‘‘You felt it on the streets. People talked about it, people asked about him, people wrote about him, you know, it was a different time. There was no Internet. But again, it's still — the culture of New York hip-hop was still kinda small and everybody knew everybody. It's the same thing that carried over.

I would go out and people would ask me all the time. Or Large would be out and people would ask him all the time, or Serch, like, "What's going on with Nas? What's up with Nas? What's up with Nas?"

And he had already cemented this — he was mythic before he even put his first single out.’’

So, despite having only two features out, but now with Columbia Records backing him and Newman’s guidance, Nas set his sights on creating his debut album, "Illmatic." But he knew that to make a lasting impact, he needed more than just his raw talent—he needed the expertise of the industry's best.

"Could you imagine?" Nas reflects. "I'm like this — I'm brand new. Nobody — I got like two verses out there. How am I going to get a beat from Q-Tip? How am I gonna get a beat from Premier and Pete Rock?" Despite his situation, Nas knew what kind of album he wanted to make and who he wanted to help bring his vision to life. His thought process was different, with him making the decision to assemble a team of producers, which was groundbreaking at the time, as hip-hop albums traditionally relied on a single producer to create a cohesive sonic landscape.

"Illmatic" ended up boasted a roster of producers that reads like a who's who of hip hop royalty. From the soulful samples of Pete Rock to the gritty beats of DJ Premier, each producer brought their own unique style and perspective to the project. Q-Tip, known for his work with A Tribe Called Quest, lent his signature jazzy sound to the album, while Large Professor's contributions added an unmistakable energy and dynamism to the tracks. Additionally, L.E.S. brought his distinctive production style to the table, rounding out the diverse range of influences that shaped "Illmatic's" sonic landscape. With all this different producers being on the same album, it naturally generated some friendly competition between them, motivation everyone to be on their A-game.

The decision to embrace the multiple-producer approach was a testament to Nas's commitment to innovation and artistic excellence. "Nas knew what he wanted for each track, and he handpicked producers who could bring those visions to life," remarked Q-Tip in a recent interview. By collaborating with a diverse range of producers, Nas was able to create a sonic tapestry that reflected the rich diversity of his experiences and influences, from the streets of Queensbridge to the jazz clubs of New York City.

Moreover, the collaborative spirit that permeated the production of "Illmatic" extended beyond the studio walls. The album's success served as a catalyst for collaboration within the hip-hop community, inspiring artists and producers to work together in new and innovative ways. "Working on 'Illmatic' was like a master class in hip hop production," recalled Pete Rock. "We were all pushing each other to elevate our craft and create something truly special."

Despite releasing the first single, "Halftime," on October 13, 1992, a song produced by Large Professor, it wasn’t until almost two years later, on April 28, 1994, that Nas released "It Ain't Hard to Tell," another single produced by Large Professor, which sampled Michael Jackson's "Human Nature." During this time, expectations for "Illmatic" couldn’t be higher, with the streets already anticipating its release.

The First Listens and Illmatic's Future Impact

Upon its debut, Illmatic received a prestigious five-mic rating from The Source, marking a significant achievement, particularly given the magazine's influential stance within the hip-hop community. Jon Shecter, one of The Source's co-founders, had the opportunity to preview the album eight months prior to its official release. Immediately captivated by its brilliance, Shecter passionately advocated for the album to receive the highest accolade. On his Tumblr blog, Schecter recounts hearing Illmatic in a meeting with editors on the staff:

It's about 9pm ... I get to the office and I gather all the heads in the conference room. I remember who was there: [Matty C], [Chris Wilder], [Schott 'Free' Jacobs]. Everyone is nodding their heads, eyes wide, mouths open, it's hip-hop paradise. We had a pretty shitty system in there but it didn't matter, I pop in the tape and the powerful musical magic emits from the speakers. When those funky/eerie/powerful xylophone notes from 'One Love' come on, I remember [Jacobs] is literally lying on the floor .... He can't comprehend how good it is. None of us can. It's the best shit we've heard in our lives .... Internally, we start debating how we're gonna handle this. I say right away that it's gotta get a "5".

Eventually, in time for the release on April 19, 1994, when The Source published their review of Nas’ Illmatic, it was written by an intern named Minya Oh, who went under the alias Shortie. In her review of Illmatic, Oh wrote, "I must maintain, this is one of the best hip-hop albums I have ever heard" and wrote of its content, "Lyrically, the whole thing is on point. No cliché metaphors, no gimmicks. Never too abstract, never superficial." She also commented on the impact of Nas' "poetic realism," writing: "Nas' images remind me of personal memories and people, both past and present .... All this may sound like melodrama, but it's not just me. I've been hearing similar responses all over. While 'Memory Lane' is my favorite, my friends claim 'The World Is Yours,' and if you've got people doing time, then 'One Love' may hit you the hardest." With the backing of Schecter and the other editors on the staff, Minya awarded Illmatic with a 5-Mic review, the highest rating, which at the time, had only been given out to five other albums in The Source’s six years of existence.

Since its release, "Illmatic" has continued to inspire and influence countless artists across generations, solidifying its place as one of the greatest hip-hop albums of all time. From its raw lyricism to its innovative production, "Illmatic" remains a timeless masterpiece that resonates with audiences worldwide. Nas's groundbreaking approach to both lyrics and production in "Illmatic" changed the game, leaving an indelible mark on the genre that continues to shape its evolution to this day.

Notably, the album's influence extends to the super-producer formula, as it showcased the collaborative efforts between Nas and Large Professor, DJ Premier, Pete Rock, and Q-Tip. This collaborative model, pairing exceptional lyricists with top-tier producers, became a hallmark of hip-hop production, setting the stage for future collaborations and elevating the role of producers in shaping the sonic landscape of the genre.

For the real ones who want to learn more

Nas: Time is Illmatic (2014)

In 2014, director One9 released "Nas: Time is Illmatic," commemorating the 20th anniversary of Nas's seminal album. The documentary offers a deep dive into the album's creation and the socio-economic context of Nas's upbringing in Queensbridge. Featuring archival footage, interviews with Nas, and insights from fellow artists, the film provides an intimate portrait of Nas's creative process and the personal experiences that shaped his music. Reflecting on his childhood amidst poverty and crime, Nas pays homage to his family, particularly his jazz musician father, Olu Dara, whose influence resonates throughout the album.

Samples used on Illmatic

Power 106's VinRican showcases the samples used on Nas' 'Illmatic,' ranging from the Ahmed Jamal Trio, Michael Jackson, Kool & the Gang, to the introduction from Wild Style.

Faith Newman’s Interview with NPR

Back in 2014, NPR Music conducted an interview with Faith Newman, who was responsible for signing Nas to Columbia Records in 1991. The interview not only contains stories from the making of Illmatic, including her role in the project, but also anecdotes such as when Rick Rubin threw her a party upon her college graduation, having Grandmaster Flash play at her 25th birthday, and even a one-hour conversation with Q-Tip solely about Nas’ lyricism.

Read it here.