Hip-Hop's Secret Weapon: Producer Boi-1da On Working With Kendrick, Staying Humble And Doing The Uno
If a rapper staying atop the mainstream for more than a decade is a herculean feat, then a producer doing the same is downright sisyphean. Boi-1da, the 36-year-old Canadian producer who netted four nominations at the 2023 GRAMMYs — including the coveted Producer Of The Year, Non-Classical — has risen to the very top of the industry, and remained there because he hasn’t lost the perspective from when he first started rolling the boulder up the hill.
"I feel like my awareness is a lot of the reason I’ve been doing this for a long time, because I’m very socially aware of what’s going on and I can see," he tells GRAMMY.com. "In some rooms, you’ve got to find out what role you play. Sometimes, you've gotta play a bigger role. I find, working with newer artists, you have to play more of a mentoring role. But I find with other people, it’s about finding your use and being a utility."
Boi-1da initially rose to prominence as one of Drake’s trusted beatsmiths and has his thumbprint on hits like "Best I Ever Had," "Over," and the GRAMMY-winning "God's Plan." His credits grew to include Rihanna's "Work" and Kanye West's Donda. Yet, even by these standards, 2022 was a banner year: Boi-1da contributed to Beyoncé’s Album of the Year nominee Renaissance ("Heated"), scored a pair of credits on Kendrick Lamar’s progressive, polarizing AOTY hopeful Mr. Morale & the Big Steppers ("N95," "Silent Hill"), and crafted the understated, elegant instrumental for Jack Harlow and Drake’s Best Rap Song contender "Churchill Downs."
Hip-hop producers are often pigeonholed, but Boi-1da’s three biggest records from last year have virtually no sonic overlap. This malleability is the cornerstone of the self-described "young veteran"’s success, as he realized that eschewing one signature sound was the best way to remain in the zeitgeist.
"There have been many times where I’ve created sounds and it gets emulated and everybody starts doing it," he says. You’re liable to hear Boi-1da in every phylum of contemporary rap and pop music, from the horror movie menace of Nardo Wick’s "Wicked Freestyle," to Alessia Cara’s emphatic kiss-off "Lie to Me" to the bristling boom-bap of Freddie Gibb’s "Space Rabbit." More than 15 years into his career, Boi-1da continues to reinvent himself, and is gearing up to release his first solo studio album later in 2023.
Ahead of Music's Biggest Night, the GRAMMY-winning producer shared stories about working with Drake, Beyoncé, and Kendrick, as well as the importance of mentoring young talent, and why even after more than a dozen nominations, getting GRAMMY recognition still feels special.
Read the full interview here.