Imperious Entertainment

Inglewood, California's U-N-I (pronounced "you and I") bring wit, superb lyrics, and scorching hot beats to the hip-hop front... and the world is suddenly taking notice. 

U-N-I's Myspace

IMPERIOUS INTERVIEW

Imperious: The West Coast is often linked with gangsta rap. Have you faced challenges being Inglewood artists that are more lyrical and less gangsta?

Thurz: I would say definitely because you don’t hear our songs constantly on the radio! You hear more gangsta-styled artists on the radio like G. Malone and Hot Dollar, so I would say that is the only real challenge. I feel our music is well received by the whole world. We just did this little tour and everywhere we went, people knew us!

Y-O: Yeah that was “The DunkXchange Tour”.

Thurz: Yeah, everybody knew our names and we got our video featured on MTV.

"Beautiful Day" video

Imperious:  What I liked about your album was the range because you keep it hip hop with joints like “Soul Hop” and “Beautiful Day” while not being afraid to have other joints with more commercial appeal. What are U-N-I’s thoughts when it comes to record sales and “keeping it hip hop.” 

Y-O:  There ain’t really no rules or limits when it comes to making songs. We just base songs off of our lifestyle and try to make songs that people can relate to. We have “Knock on Wood,” which is about false pregnancy and I’m sure there are a lot of people that can relate to it. We have a joint called “K.R.E.A.M.” (kicks rule everything around me)  because we always been into sneakers. So we just like to have wide-ranging and honest music.

Imperious:  Listening to your album, I definitely get a West Coast “Little Brother” vibe. Do you often hear that comparison and would you consider that group one of your inspirations?

Thurz:  I heard that comparison before. It’s cool to be recognized in the same lane as someone that is established. I respect what Little Brother does but we try to be unique and not do what they do.

Imperious: So what other artists would you say influence the style of U-N-I?

 Thurz: It’s a whole range of artists that influenced me. First album I ever bought with my own money was Redman’s Muddy Waters.

 Y-O: First album I bought was Mos Def’s Black on Both Sides.

 Thurz: A lot of people kind of compare how we have fun with our music to A Tribe Called Quest and De La Soul. That Stakes is High is in constant rotation. The Roots, Pharcyde…

 Y-O:  Black Star, Souls of Mischief…

Thurz:  Yeah, I'm bumpin' that album right now-- 93 'Til Infinity. 

Imperious: You guys just mentioned Black on Both Sides, Muddy Waters, Black Star, 93 ‘Til Infinity—a lot of 90s music. Would you say your music is trying to be reminiscent of that era?

Thurz:  It's not like we’re trying to bring back the 90s... and a lot of people see it that way because we got joints like “Beautiful Day.”

Y-O: It’s all about paying homage.

Thurz:  We gotta let people know where we are coming from. That brings us back to what our name stands for. We’re trying to be universal and not boxed in. Our name is derived from The Roots song “U-n-i-Verse at War” and we try to bring more meaning to it by not being common and not being boxed in. We were influenced by 90’s music but we’ll take it to another level.

Imperious: The focus seems to have remained in the South for the past few years. What do you feel is the biggest problem with the West Coast right now… if any?

Y-O: It’s just the same stuff on the radio. Everybody has their time. The West Coast had its time back with the Westside Connection and DPG and now the South is having its time. In fact, the South has been killin’ it for some time now! But one thing I can say is that all South artists support each other. They always look back and open that door to someone else. In the West, too many cats can’t get along so that’s one thing that has to change.

Thurz: I agree with that. Also, folks that have power act like they scared to try something new. Labels bring the same acts to the table. I think people in those positions need to take risks. I feel like we’re good stock! We’re not gonna depreciate in value. Radio needs to invest in us and labels need to invest in us. A lot of the “dumbed-down” music will not be as relevant one day because you can’t keep dumbing down the people.

Imperious: Well, we definitely thank you both for taking time to talk with Imperious. Anything else U-N-I would like to mention?

Y-O: Yeah. U-N-I and Ro Blvd present "A Love Supreme."

Thurz:  And definitely hit up the MySpace page and cop that Fried Chicken and Watermelon album! The “Beautiful Day” video is on MTV.

Y-O:  Bug MTV to play the video!

Thurz: Yeah, bug MTV to play it. Call your local radio station and request some U-N-I.

"K.R.E.A.M." Video

Comments (5)

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written by Jackrabbit J , April 13, 2008

I saw these cats on Sucka Free. I love when LA artists prove the West ain't all about gangstas and thugs. I'm coppin the album

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written by Grisham , April 14, 2008

I likes! That video is very Golden Era of Hip Hop-ish

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written by Yonas , April 15, 2008

Thanks to Imperious once again for taking the time to reach out to us. Loved the interview & feel free to keep your folks updated with
"U-N-I".

Also, thanks to Jackrabbit J & Grisham for the support. Appreciate it 4real 4real!

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written by Mark , April 15, 2008

I see a big appreciation for hip hop. The sneaker video does not come off as mindless materialistic rap. I see a brilliant nod to the 80s and Run DMC's Addidas. "Step on my shoes, I will kill you!" Keep doin it brothas

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written by Biz , April 20, 2008

Brilliant

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