JUICY J ON THE REBIRTH OF ‘WHO RUN IT’: ‘THREE 6 MAFIA’S MUSIC WILL NEVER DIE’

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Juicy J is humble. He has ample reason to brag, but still, he’s humble. In 2018, the Billboard charts and radio are filled with interpolations of, samples of, and homages to Three 6 Mafia, the Memphis group he helped found in 1991.

G-Eazy, A$AP Ferg, and Future all lifted lyrics from Juicy’s “Slob On My Knob” to chart-topping success. Rae Sremmurd’s “Powerglide” features a sample of “Side To Side.” G Herbo, with the expert timing of DJ Bay Bay, introduced the “Who Run It” beat to a new generation. Now A$AP Rocky, 21 Savage, Lil Yachty, Trippie Redd, and CupcakKe are updating the 1999 classic.

Somehow, Juicy knows all of this and stills comes off modest. Over the phone, his words tumble out with the same ferocity as his bars, but his energetic disbelief juxtaposes the delivery. In a conversation that most will read and never hear, he still comes with the same exuberance of a radio show. He plugs new artists like Hendry AZ, gets excited to describe how he’s executive producing a new $uicideboy$ album, and shares that his new production for Project Pat sounds like ’90s Juicy.

On Monday (April 9), Juicy updated “Who Run It” with a new freestyle, which is hilarious considering two things. First, the Delfonics-sampling track still sounds so current that it doesn’t need a facelift. Second, the Juicy of 2018 sounds as fresh as the Juicy of 1999.

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