Words: Jay Thomas

The Nike Original Run Series

Some pairings just make sense: peanut butter and jelly, ice cream and soda and fries with ketchup. So in 2006 when Nike launched their Run project a lot of people were still trying to figure out the sense in that pairing. The Nike Run project is an innovative way for the company to collaborate with unlikely artists, often one whose music you wouldn’t normally hear otherwise.  The artists then create mixes to work out to, and obviously while wearing your fresh Nike gear. Aesop Rock is the latest artist to take the helm and crank out some exclusive beats for the brand. We caught up with the underground hip hop sensation Aesop to dig deep and get the 411.

Klublife: How did the whole Nike + Original Run Series approach you to work on their series?

Aesop Rock: Nike contacted me, or my manager I guess, pretty much out of the blue. They were looking for a hip hop artist that would do the original run project, which at that point had only been done by dance music acts. I guess they liked me enough to invite me aboard.

Klublife: Where you surprised by the call to work on such a mainstream project with such a massive brand? Or did it seem natural going on your 10 + years in the business?

Aesop Rock: I was surprised. I'm surprised by everything. This was definitely Interesting as I don’t exactly get this kind of offer everyday. I'm not exactly a go-to guy for corporations that want music, which made the whole thing even more weird, and in many ways more interesting to me.

Klublife: Does this affect the release of None Shall Pass on Definitive Jux later this year? Or since it's online is it more just added PR?

Aesop Rock: Should be just added PR. It sounds totally different from NSP.  I mean, it’s not even close really. It was just a weird side project that had nothing to do with my album, and I got a chance to escape from that world for a bit.

Klublife: When you sat down to record 'Original Run' was it a difficult creative process since it's a non-stop 45-minute mix? Or due to your artistic background did it give you the creative outlet to let loose?

Aesop Rock: A bit of both. I broke it up into about 6 or 7 shorter sections that were designed with beginnings and ends that would weave well into their surrounding parts. I knew I just needed alot of minutes on a tight deadline, so I just hooked up some drums everyday and kind of freestyled the riffs on a bass, then layered from there. Usually starting with basslines, sometimes with keys.

Klublife: What was the biggest surprise for you in the recording process on this particular project?

Aesop Rock: That I finished on time. I literally was given a deadline that was 40 days after they asked me to do it.

Klublife: Did you have to go through approval stages by Nike or was it one-shot deal?

Aesop Rock: There was a slight approval but not really. I gave it to them so their runner's could use it and give me comments. They got back to me about things they liked and things they didn’t, and I kind of agreed or disagreed on my own accord. I wanted it to primarily work for what it was meant for, so to a good degree their input was nice to have. At the same time it was a bunch of runner's commenting on music and composition, so I had to pull from the comments what I thought would actually help and be useful. I have no problem saying 'hey good idea, maybe I’ll do that' if I agree that the idea is good. at the end I decided to makes omen minor changes, but for the most part what I sent them first was the skeleton for the final, and they seemed pretty happy with my work.

Klublife: Are you afraid that some of your supporters/followers might see this as a bit of a sell-out (respectfully) to a big brand since you have been able to maintain your underground status so far?

Aesop Rock: I'm sure some will. Although the term 'sell-out' is not something I’ve realistically thought of since about junior high, when I would yell 'sell out' at anybody making a dime, which in hindsight is plain stupid. I wasn’t asked to compromise anything, and was given an extremely artist-friendly deal, more friendlily than any label has offered me. I really liked that they gave me a direction and said "think you can pull this off?" It was fun. I’m sure people will fly the 'holier-than-thou-fuck-a-corporation' flag. But I don’t fly that flag. Never did. I do Indie shit cuz I’m comfortable doing it that way.  This project was comfortable to me as well, as I’ve made weird Indie records for many years, and low and behold I wind up on the receiving end of a phone call from Nike.

Klublife: I noticed on the mix that you changed up  the bass-line and vibe every 5-7 minutes, was it done purposely for people running or working out to the beats? Keeping it fresh?

Aesop Rock: Yep, I tried to make little song-length sections that would come in, do their thing, and then leave to never be heard again. Just keep the whole thing moving and changing, anything to make it exciting, and when you’re dealing with 45 minutes of mostly one tempo, you need to keep it interesting. Give the runner a reason to go the extra mile, if you will.

Aesop’s Nike Run mix is available now on iTunes. Log on to get your copy!