LOS ANGELES — Ice Cube has chosen to remain true to the gritty West Coast gangsta rap style that has defined his music since his days with N.W.A, rather than pursuing current trends in his latest album. His 11th studio effort, “Man Down,” was released simultaneously with Kendrick Lamar’s surprise project late last month, making a significant mark by entering the top 10 of Billboard’s rap albums chart at No. 8 — his first top 10 entry in 14 years.
Ice Cube held steadfast to his roots and streetwise storytelling, incorporating a bit of West Coast party flavor into the album. Known for classics like “It Was a Good Day” and “No Vaseline,” he tailored “Man Down” to cater to his loyal fanbase. “You have to serve your clientele,” Ice Cube explained, highlighting contributions from prominent artists like Snoop Dogg, Busta Rhymes, E-40, Killer Mike, Xzibit, and B-Real of Cypress Hill. This project marks his first release since the 2018 album, “Everythang’s Corrupt.”
Reflecting on his career, Ice Cube noted the importance of focusing on the audience that has supported him throughout his four-decade-long journey. “The people that got you here are the people you’re making the music for,” he stated, emphasizing that reaching out to newer fans should not outweigh the loyalty owed to long-standing supporters.
In a recent discussion, Ice Cube shared insights about his collaborations with the NFL, the BIG3 basketball league, and his perspective following the recent U.S. presidential election.
Ice Cube initially put forth the Contract with Black America to political leaders from both sides of the aisle in 2020; now, four years later, he is actively advancing the dialogue with the NFL. The partnership, which began in 2022, aims to create opportunities for Black-owned businesses. The initiative focuses on identifying roles in areas like finance and technology. “When they have an opening, they’ll give our people that we’ve put in front of them a shot at getting a job,” he said. His aim with the CWBA is to mitigate the financial disparity between Black and white Americans while promoting economic inclusion.
“All we want is a shot,” Ice Cube explained. He believes that companies must prove their worth to secure jobs, adding, “Just let us know when you’ve got an opening in tech, and let us put some companies in front of you. Let the best company win.” His efforts have reportedly resulted in some firms participating in contracts with the NFL, signifying progress.
Ice Cube envisions that the CWBA will not be limited to the NFL but will inspire other corporations to adopt similar initiatives. In 2020, he reached out to both major political parties, including Donald Trump’s campaign, which drew some criticism for perceived partisanship. However, Ice Cube clarified that his primary concern is the support for the CWBA. “I’m still down to help,” he affirmed. “Politically, they would have to show me an appetite for working with me.”
On the film front, Ice Cube, who boasts an extensive career in both music and movies, has opted for independent projects considering the complexities facing Hollywood today. Navigating the aftermath of two significant strikes and ongoing pandemic challenges, he is now focusing on producing films without reliance on major studios.
“It’d be better to make independent movies and not go through the studio system,” Ice Cube stated, recalling his performances in iconic films like “Boyz in the Hood” and franchises such as “Friday” and “Barbershop.” He explained that independence allows for creative freedom, stating that studio restrictions often result in compromised content. “With independent movies, I can do some great work that’s not sterilized by the studio,” he added.
Through his co-founded league, BIG3, Ice Cube has created an avenue for former professional players seeking to continue their basketball journey. Now in its sixth year, the league is transitioning into a traditional city-based model, setting the stage for an 11-week season kicking off in summer 2025. Earlier this year, BIG3 sold its inaugural franchise in Los Angeles for $10 million, enhancing the league’s profile.
The games are available on various streaming platforms, including CBS and Paramount+. “It’s growing every day. We have some great new owners,” Ice Cube reflected on the league’s progression, which has featured notable former NBA players. He highlighted that last year, Jaylen Brown of the Boston Celtics became the first active NBA player to compete in a BIG3 game, noting the significance of this evolution.
As for the recent presidential election, Ice Cube offers a bit of wisdom for those feeling down. He urges people to stop worrying about future uncertainties, suggesting that this anxiety can detract from the present. “You have to believe in the future. Whatever made you strong enough to get to this point will carry you through whatever the future may bring,” he advised, emphasizing the importance of focusing on current realities rather than the unknown.