Beats, rhymes and life are three of the corners where hip hop intersects. Few other TV shows have been able to cover all of these angles in-depth and authentically quite like REVOLT TV’s “Drink Champs,” which thrives on its candid conversations with the biggest and most influential figures in the game. In honor of such a one-of-a-kind show, REVOLT will be recapping each weekly “Drink Champs” episode, so you can always catch the gems that are dropped in each lit interview.
On the latest episode of “Drink Champs,” N.O.R.E. and DJ EFN are joined by content creator Doggie Diamonds, one of the more reputable cultural commentators to emerge on the scene over the past two decades. A native of Brooklyn, New York; Diamonds’ proximity to legendary Brooklyn rap artists like The Notorious B.I.G. during his youth gave him the access to jumpstart his career, ultimately releasing exclusive interviews on popular rap centric DVDs like The Come Up and Forbez throughout the aughts. Known for the gritty nature of his content and approaching his craft from a heady, yet streetwise perspective, Diamonds is one of the most trusted sources for what’s hot in hip hop and getting to the thick of the various moving parts that informs the culture.
To help give fans a recap of the episode, REVOLT compiled a list of nine things we learned from the Doggie Diamonds “Drink Champs” episode. Take a look at them below.
1. On Egos Causing Beefs Between Rap Artists
Having found himself in the middle of numerous rap beefs, Diamonds attributes the bad blood that often boils over between artists to bruised egos and outside influences such as public perception. “I think a lot of times, niggas need to squash it,” the media maven says of the ongoing beefs within the culture. “Like, what do your really have beef for? If a nigga ain’t fuck your girl, take your money, do something to your wife or your children, what you beefing for anyway? And most of the time, we beef based off of the comments. N.O.R.E. might’ve said something, they say, ‘Yo, you see what N.O.R.E. said about you?’ And I’m like, ‘Nah, N.O.R.E. can’t say that about me,’ and then I wanna take my little shot. Then he says, ‘Yo, you see what Doggie Diamonds said about you?’ It’s the people that be egging that shit on and then our ego makes us feel like, ‘Nah, nigga can’t try to play me.’ And then they look at that, now they got a show, you know what I’m saying? When I could’ve called you ‘cause you’re my fucking man.”
2. On His Infamous Interview With Max B
One of Diamonds’ most infamous interviews to date occurred when he spoke with rapper Max B about his issues with Jim Jones and Dipset, which he revisits during his conversation with N.O.R.E. and DJ EFN. “The Max B thing, Fendi called me and said, ‘You wanna interview Max B,’” the Brooklyn rep recalls. “So I was like, ‘Where Jordan at?’ ’cause at this time, Jordan Tower is still doing The Come Up DVD... and he said, ‘Well, Jordan don’t wanna fuck with Max because he scared of Jim Jones.’ So, I was like, ‘Why [is] he scared of Jim Jones? Because Jim and them was running down on anyone that was interviewing Max. So I said, ‘Melly is my man, though.’ ...That’s my hood, so I’ma go do it.’ So I went there in a hooptie...and I’m looking for Max... This nigga come walking down the block, his hair blowing in the wind, I said, ‘Ah, man.’ He had a perm. What’s the nigga name, Superfly? He came walking down the block like Priest, his hair blowing in the wind, I said, Now, I know this ain’t Max B.’ He came, he had Dame Grease with him, too...Dame Grease was there and then we started the interview. And I didn’t know he was gonna go there, though, but I had to ask him critical questions.”
3. On His Disdain For DJ Vlad’s Content
The nature of DJ Vlad’s content has ruffled the feathers of numerous figures within hip hop, including Doggie Diamonds, who airs his grievances about the former DJ’s interrogative line of questioning during his interviews. “My thing was with this,” he begins. “We Black and it’s Black, and Spanish people in this culture. Poor white people did add onto this culture, I will never act like they didn’t. From The Bronx, it was poor white people in that shit, but I used to say, ‘Yo, man, I don’t know. I feel like this nigga’s interrogating people. I don’t feel like he’s really asking questions. Because one thing, any interview you ever seen me do, I always talk about the music. You’re not gonna get on my camera because you stabbed somebody. What the fuck that’s got to do with the music? That’s not the culture, the culture starts with the music. So, even if you’re telling me, ‘Yo, I stabbed 64 people in three days,’ [I’m like], ‘When [is] your new record coming out?’ I see people go on these platforms, but I don’t see people talking about the music. That’s what brings us all together. That’s why we love Noreaga, that’s why we love you as a DJ, it’s all about the music. So, when I seen him doing certain shit, I was like, ‘Yo, he gonna send somebody to hell. Niggas is gonna get bagged fucking with him.’”
4. On Being Shunned By Hip Hop Media
According to Diamonds, during the genesis of his foray into media, many hip hop outlets gave him the cold shoulder. “[When] I got started in this business, I did The Come Up DVD,” he explains. “And I knew I could get all this footage ‘cause, you gotta remember, a lot of these rappers I grew up with. I knew these niggas for a long time, like Uncle Murda was my artist. Biggie coming to my house every day, Lil Kim in my house every day. Sean Price, Tek from Smif-N-Wessun, Agallah, Matty C, these niggas coming to my crib, I’m 15 years old with a studio in my house. All these people is coming to my crib, so when I would get this footage, I sent out a mass email and I said, ‘Hey, my name is Doggie Diamonds, I can get all these interviews with these artists,’ and they all dubbed me. Nobody answered me.”
5. On His Beef With WorldStarHipHop
Diamonds may be an arbiter of peace in many situations, however, when it comes to late WorldstarHipHop founder Lee “Q” O’Denat, his ill will for his former adversary is palpable. “I don’t fuck with Q, I just don’t,” he says, bluntly. “And I’ma be real with you, I feel like in life, when a person fucks with your money, they’re fucking with your children’s children’s children’s children’s inheritance. I’m trying to build generational wealth. It’s not gonna come off of interviews, it’s not gonna come off no podcast, it comes from a lot of dealing. So, when niggas make calls behind the scene and do certain shit to do all that, you become an enemy, not to me, you become an enemy to my family ‘cause I can’t tell my little cousin, ‘Yo, you can’t get shit for Christmas ‘cause this nigga took my video down.’ You don’t remember they used to cover Forbez DVD and put WorldStar over it? Why are you doing that? Why would you do that? It’s not your footage.”
6. N.O.R.E. On His Partnership With Cherry Colorado
As an avid cannabis enthusiast, it was only right that N.O.R.E. jump into business, partnering with cannabis brand Cherry Colorado to cultivate his own signature strain, Superthug OG. “Cherry Colorado, these are my peoples,” N.O.R.E. says of the co-founders in attendance. “The shirt that he has on is Superthug OG. We did a deal together, we got a strain together and I’m gonna be honest, it’s probably one of the best moves we ever made. These guys are very official, they did not wanna rush into this shit. We sat here and we did this.”
7. On Empowering Independent Artists and Creatives
Having climbed up the industry ladder, Diamonds looks to empower the next generation of creatives by doling out free knowledge about the ins and outs of the business via his content. “People told me before, ‘Yo, you just give away so much game,’ he says. “Go on my YouTube right now, DoggieDiamondsTV. I just told artists what to do before they pay an artist for a feature, and I’m not no artist. And you know what I said to duke, get some paperwork. You know why? Because you do this feature with this nigga, he’ll say, ‘I ain’t clearing it,’ and you gave him $10,000 and he don’t gotta clear it; but if you get paperwork from him, he gotta clear it. And if you get that, get a video. Even if he can’t do a video, get a video of him in the booth doing the verse, take that video off the iPhone and put it in your video. But, get it on paperwork ‘cause the nigga will be like, ‘Someone hacked my email, they stole a verse, I never did that with you.’ I go for the underdog ‘cause I know what it’s like for nobody to put me on.”
8. On Managing The First Group Signed To Trackmasters
Years before making a splash as a content creator, Diamonds was a liaison between local rap artists, and industry movers and shakers during the early ‘90s, revealing that he discovered the first musical act to sign with legendary production duo Trackmasters during his conversation with DJ EFN and N.O.R.E. “You know that my group The Little Bastards was the first group to sign with Trackmasters before all of y’all. Red Hot Love Tone. We didn’t [make it nowhere] because Cold Chillin had lost their distribution and it was a label called Living Large under Tommy Boy and it folded. So, on that label was us, Scoob & Scrap [Lover], and YZ the artist was on there.”
9. On Protecting Industry Friends From Goons In Brooklyn
Heavily entrenched within the streets of Brooklyn, Diamonds reveals that he’s had to use his influence to protect various associates from local goons throughout his tenure in the industry, most notably legendary A&R man and executive Matty C. “I don’t even know if I should put this out there, but one time... shout out to Grand Avenue. Let’s just say niggas got robbed in my hood. Shout out to Matty C from Loud Records, he lived on Grand Avenue, the back side, and they just made it a little rough for him out there one day, I’ll just say that. And he called me and I used to walk him home every day, and I ain’t even really shitting on him, but it’s real, though. And my thing is, anything that comes out of my mouth, it’s not to play you, it’s just to show how much love I have for ‘em. Matty C never gave me a record deal, he never even helped me and this is when I had music. But, I don’t like when niggas be getting picked on. So, I walked him and I was like, ‘Yo, man, you see this nigga right here? This my man right here, leave him [alone].’ But, other niggas got robbed out there, though. I ain’t gonna put them out there. Stripped a nigga to his draws. Maybe Matty C will tell you that.”