Brand Nubian
| Company type | Hip hop group |
|---|---|
| Industry | Music |
| Founded | 1989 |
| Headquarters | New Rochelle, New York , United States |
| Products | Studio albums: One for All (1990), In God We Trust (1993), Everything Is Everything (1994), Foundation (1998), Fire in the Hole (2004), Time's Runnin' Out (2007) |
Brand Nubian is a hip hop ensemble originating from New Rochelle, New York, composed of three vocalists (Grand Puba, Sadat X, and Lord Jamar) and previously including three DJs (DJ Alamo, DJ Sincere, and DJ Stud Doogie). Their first album, One for All (1990), stands as a pivotal work within 1990s alternative hip hop, distinguished by its politically charged and socially aware lyrics inspired by The Nation of Gods and Earths. In 2008, About.com honored them as one of the 25 Greatest Rap Groups of All Time.
Origins and Name
Following the dissolution of Masters of Ceremony in 1988, Grand Puba brought together Sadat X, Lord Jamar, and DJ Alamo to establish a new group. While attempting to secure a contract with Tommy Boy records, they encountered Dante Ross of Elektra Records, who advised them to create a group name and record a song. Their initial demo, "I Ain't Goin' Out Like That," was produced at Jazzy Jay Studios.
The term "Nubian" was discovered by Jamar in a book authored by Dwight York, where it referred to African American cultural identity. By prefixing it with "Brand" to imply "Brand New," they formed the name "Brand Nubian." The final selection occurred during a meeting at a mall in New Rochelle.
1989–1992
Established in 1989, Brand Nubian released their debut single, "Brand Nubian," that same year. They were signed by A&R representative Dante Ross to Elektra Records, leading to the release of their debut album, One For All, in 1990. The album received critical acclaim but also stirred controversy due to its Five-Percenter themes on tracks such as "Drop the Bomb" and "Wake Up," ultimately selling over 400,000 copies. The music video for "Wake Up," directed by Fab Five Freddy and featuring a black man in white-face makeup, was banned from MTV and replaced with imagery of a Baptist preacher on WEA outlets. Singles like "Slow Down," "All for One," and "Wake Up" charted on Billboard’s Hot Rap Tracks in 1991.
Following the debut, Grand Puba departed after disagreements with Sadat X and Lord Jamar, taking DJ Alamo to embark on solo projects. In 1992, Lord Jamar and Sadat X enlisted DJ Sincere. That year also saw Grand Puba release his solo debut, Reel to Reel.
At the end of 1992, Brand Nubian issued the single "Punks Jump up to Get Beat Down," which attracted criticism due to homophobic lyrics performed by Sadat X. The track peaked at number 77 on the Billboard Hot 100. Subsequent editions altered the contentious lyrics, including those featured on the compilation The Very Best of Brand Nubian.
1992–1996
In early 1993, Brand Nubian unveiled their sophomore album, In God We Trust, which included "Punks Jump Up to Get Beat Down" and the Hot-100 charting single "Love Me or Leave Me Alone." That same year, their song "Lick Dem Muthaphuckas" was featured on the soundtrack for Menace II Society.
Their third album, Everything is Everything, released in November 1994, garnered mixed critical responses and achieved moderate commercial success despite producing top-40 Hot Rap Tracks hits such as "Word is Bond" and "Hold On." By 1995, Brand Nubian disbanded as members focused on individual music ventures and television roles. Grand Puba followed with his second solo effort, 2000, which included the Billboard Hot 100 hit "I Like It (I Wanna Be Where You Are)," while Sadat X launched his solo debut album, Wild Cowboys, in 1996.
1997–2000
The original lineup of Brand Nubian reunited in 1997, contributing the track "A Child is Born" to the Soul in the Hole soundtrack and "Keep It Bubblin'" to the soundtrack of Money Talks. In 1998, they issued the album Foundation under Arista/BMG Records, collaborating with renowned producers such as DJ Premier, Buckwild, Lord Finesse, and Diamond D. The album's lead single, "Don't Let It Go to Your Head", became their most successful charting single, reaching number 54 on the Hot 100. In 1999, Grand Puba and Sadat X featured on "Once Again" from the debut Handsome Boy Modeling School album. The year 2000 saw Brand Nubian partnering once more with Buckwild for the single "Rockin' It" before members resumed their individual careers. That same year, Sadat X released his solo EP titled The State of New York vs. Derek Murphy.
2001–present
Grand Puba's third solo effort, Understand This (2001), attracted minimal attention. The group came back together in 2004 to produce their fifth studio album, Fire in the Hole, which was distributed by Babygrande Records. Sadat X followed with his album Experience & Education in 2005, which garnered generally favorable critiques. Lord Jamar expanded into acting, appearing in series such as The Sopranos, Oz, Third Watch, and Law & Order. In June 2006, he debuted his solo album, The 5% Album, through Babygrande Records. Later that year, in October, Sadat X released his third album, Black October. Brand Nubian issued Time's Runnin' Out in 2007, a collection featuring tracks recorded during the sessions for their 1998 album Foundation.
2007–present: Touring
From 2007 onward, Brand Nubian has maintained an active touring schedule throughout the United States and Europe, performing numerous sold-out concerts while each member continues to develop their solo ventures.
Members
- Grand Puba (1989–1991, 1997–2000, 2003–present)
- Sadat X (1989–1995, 1997–2000, 2003–present)
- Lord Jamar (1989–1995, 1997–2000, 2003–present)
- DJ Alamo (1989–1991, 1997–2000, 2003–present)
- DJ Sincere (1991–1995)
- DJ Stud Doogie (1997–2000, 2003–2021)
Discography
- Studio albums
- One for All (1990)
- In God We Trust (1993)
- Everything Is Everything (1994)
- Foundation (1998)
- Fire in the Hole (2004)
- Time's Runnin' Out (2007)