News: No I.D. Reveals "D.O.A." Song Creation, "The DJ Said Jay-Z Needed A Record Like Soulja Boy" [Video]

Friday, Jul 17, 2009 1:50PM

Written by Cyrus Langhorne

Producer No I.D. recently spoke on the creation of Jay-Z's controversial "Death of Autotune" record and explained how Soulja Boy was initially used for motivation.

The producer explained how he, Kanye West, Cool & Dre, Don Cannon and Timbaland were each in the studio going over the song's creation.

"Jay is the type of artist that can go so many directions," I.D. explained in an interview. "It was me, Tim, Ye, Cool & Dre, Don Cannon and a deejay. The deejay said Jay needed a record like Soulja Boy got to get the kids. The energy shifted from Kanye, he was like 'Man, enough is enough.' But then I put the headphones on and started finishing the unfinished idea I had. And Kanye was like 'Put this in there, put this in there,' and soon as I played it, all the heads went to the 'Jay-Z pocket,' and Kanye said how the chorus should be, Jay just took it and came back the next day with the whole song...[The sample] was so unique and so emotional that I knew it would cause a reaction no matter what. I wanted to try to get as close to authentic 90's style hip-hop without being limited to the 90's style program of drums." (Zach Wolfe)

Jay also spoke on the track's creation earlier this week.

"He actually sparked the idea," Jay revealed. "When he heard the beat he said, 'Man, this is just so hard! This has to be against everything -- no auto-tune, none of that type of stuff!' He didn't know what I was going to do or where I was going to take it, but it was actually his fault...After we made the 'D.O.A.' record about a month ago, we were like, 'if it's got to go, it's got to go' [from my album]. In hip-hop, our job is once a trend becomes a gimmick, to get rid of it. We've done that since the beginning of time...Now people are using auto-tune even in Wendy's commercials, and it's like, 'Oh no! That has to go!' It's become part of main culture. It's the same thing like when the old lady in Oregon starts saying, 'bling, bling.' It's like, 'I'm never saying that again.'" (Billboard)

No I.D. also compared the record to Ye's 808s & Heartbreak earlier this year.

"Me and Kanye have been doing a lot of work, we worked on Blueprint together," No. I.D. revealed. "Most of the stuff, I kinda took an ego, stepped back and said, 'Hey, let's [Dr.] Dre and Mel-Man it. I played Mel-Man. I'm gonna say, we were doing Blueprint 3 when we did 'Heartless.' 'Heartless' made 808s & Heartbreak happen and all that is related but everything in Blueprint 3 is like 808s & Heartbreak but with more hip-hop. So it's kinda like they related and Jay brings it around to make it hip-hop credible. It's some records on there. That record is also gonna be something that's gonna grow on people in a certain way and in a certain amount of time it's gonna be a full fledged classic." (Real Talk Express)

Along with mentoring Ye, No I.D. has produced tracks for a number of rap stars.

No I.D.'s production credits including G-Unit's Beg For Mercy, DMX's Grand Champ, D.O.D.'s Do or Die, Jamie Foxx's Unpredictable, Bow Wow's Wanted, Jay-Z's American Gangster and Plies' Da Realist. (All Music)

The Blueprint 3 is due in stores Friday, September 11th.

[Go here to see how SOHH explores the Auto-Tune phenomenon, including DOA videos, music and news. Is Auto-Tune really dead?]

Check out No I.D.'s interview below:

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