CA&E: We're gonna have to catch a look at that. So let's go to the topic of the music biz for a while. You are one of the producers responsible for putting the Ruff Ryders sound on the map. Did you just get put on because you're family with the Deans?
Swizz: Actually, no I really had to earn my stripes, pay my dues. One of the good things is that I have been a DJ and into production as a teenager. I started in the business at 16, but my thing was I always worked hard. I'm still working hard. I had to come out harder than most cats because I was the nephew. I really had to prove myself and ultimately come up with hits no matter who I'm related to.
CA&E: I understand that you gave your uncle Wa (Joaquin Dean-CEO of Ruff Ryders) his Escalade EXT truck; we were gonna cover that in this book, but I never got any flicks. Apparently the audio is off the launch. What do you know about it?
Swizz: Well I contributed that for his birthday. We got a cream Escalade EXT with 23's and all Ruff Ryder's emblems; the Escalade emblems are off, the boomin' sick audio install of course.
CA&E: Why do you think that producers and music business heads are so into car audio?
Swizz: It's the character of the business, we are used to listening for, hearing, critiquing, signing, and even rejecting music. Music is what we do; it's always on. If it's not always on, there's something wrong. Like premium gas, a high-end audio install is an absolute necessity to the music exec's ride. Plus I mean, let's face it, the control of being able to install any kind of high-end system you could want from amps to subs, mids, tweeters where you want them, a few LCD screens whatever - but how could you be mad. Even though I have total control in my homes, I don't get the pleasure of riding around in them with my music of choice, toward the sunset, whatever, with the system sounding so good. It's never the same feeling in a house, no matter how much money you spend and how good the home system is. It's just the environment and mixed with speed and torque - how could you not like that?
CA&E: I feel that. Do you agree that outside of the studio that one's car is one of the best places to listen to music?
Swizz: Oh absolutely, it's an enclosed, noise dampened environment, and you can get into a zone, really get into the music in a private space, adjust it exactly how I want it to sound by what I'm feeling. Music business heads really get into making their rides sonically like their studio environments, that's what makes the custom car audio game so important to the industry. Folks don't want to spend the weekend in a lock-out session recording music, then hear playback on a crappy sound system in the whip.
CA&E: Word! Do you ever A/B your mixes and challenge your own work in the automotive setting? I listened to your album; it sounds incredible in the Honda Civic Si project car we are tuning right now.
Swizz: Oh hell yeah, I always listen in the car for mix reasons, any well produced album should always be critiqued and reviewed in the car audio setting. I need to know it's gonna sound good in every car.
CA&E: Does listening back in the car ever make you change or modify your work?
Swizz: Absolutely, even if you don't like me, you'll like the way my music sounds, I make sure of that. It's bangin' whether you're passing through the block or someone is sittin' in the car just listening; it's tight in the car system.