“Right around this time the Gulf War is humming. We thought America was setting up for urban warfare in the United States. But it was really urban warfare in the Middle East. It was too controversial to speak of. You really had to speak about these things behind closed doors and with friends. We didn’t have the Internet back then. You had to go to certain addresses to hear people like Steve Coakley talk about what was going on with the secret societies. You had to find Jordan Maxwell to hear him speak. You had to find these dudes. So those of us who would attend these meetings and speeches knew what time it was. This is why we started steering hip-hop in an even more conscious direction because we knew it was still commercial. When we were making Edutainment I started talking about hip-hop as a culture. I started really building up an idea of a hip-hop nation.
Now I’m talking more about race and race relations. And right around this time I was touring with Kwame Ture, formerly Stokely Carmichael. That’s Kwame Ture’s voice that you hear on Edutainment. Back then, I wanted to know more about the Civil Rights movement, so he sat me down and started teaching me what it was really about and the fact that it was a human rights issue. This was where I was at on Edutainment. ‘Love's Gonna Get'cha (Material Love)’ was done in the style of KRS…to talk directly to my community. I do records for hip-hop not for the radio. I wanted my people to hear it. There was too much material love out there. And not enough love [for ourselves or each other].
A lot of rappers today rap to an audience that is not hip-hop. And they are excellent at what they do…you have to admit that. But their audience is not hip-hop, so they have to write their rhymes a certain way or approach their lyrics a certain way because they know they are rhyming to people who might not really understand where they are coming from.”