In a groundbreaking partnership that merges music, fashion, and technology, Pacsun and Roblox have joined forces to celebrate the one-year anniversary of Pacsun Los Angeles Tycoon on Roblox. The collaboration features the iconic Hip-Hop pioneer, Slick Rick, offering the Roblox community an exclusive virtual experience and limited-edition merchandise collection.
We had the opportunity to sit down with Slick Rick to discuss his exciting collaboration with Pacsun and Roblox:
Courtney Brown (The Source Magazine): What inspired you to collaborate with Pacsun and Roblox for this immersive virtual experience?
Slick Rick: After meeting everyone at PTTOW last year, it was evident that both brands (Pacsun and Roblox) operate their business from a warm and sacred space. Pacsun is known for its streetwear fashion, which aligns with my core values as it relates to my very unique blend of music and fashion – a win-win and a total natural fit.
Courtney Brown: How do you see this collaboration bridging generations and pushing boundaries within the realm of music, technology, and fashion?
Slick Rick: There is a passionate and shared vision that we all vibrate on – the vision of creating unique and innovative experiences for our audiences. All three moments of this collaboration (music, tech, fashion) blend together to provide a fun and dynamic unique immersive feel. As the saying goes, we are stronger together.
Courtney Brown: Can you share some insight into the process of translating your iconic style and accessories into digital items for users to interact with in the virtual world?
Slick Rick: Yes, I love to create my own wearable designs and envision my avatar to be dressed in a casual upscale but fashionable outfit. It was all intentional to be wearing a tank top so that the player can actually see me wearing the UGC’s embedded into the game. But I gotta give up the Gang and the designers at Pacsun. They are incredible creators and designers.
Courtney Brown: What do you hope new fans will take away from interacting with your avatar?
Slick Rick: Learning and enjoying the art of storytelling and the Slick Rick catalog.
Courtney Brown: Did you ever imagine hip hop would take it this far?
Slick Rick: No, not when I started in music as a teenager. During those formative years, one is in the throws of being young and having fun.
Courtney Brown: How does it feel to see your influence extend beyond traditional music platforms into the virtual realm, where users can engage with your legacy in new and innovative ways?
Slick Rick: Hip Hop is the tree and the root of it all, and the branches are an extension of my interests and passions (fashion, storytelling, tech all tied together with the music).
Courtney Brown: Can you tell us about the limited-edition merchandise collection co-created with Pacsun and how it complements the virtual experience while also offering real-life fashion options for fans?
Slick Rick: The merch is a unique blend of fashion and music. The iconic photos, lines from some of my most popular songs and then the modern-day Slick Rick in the game as an avatar! A fun and natural fit, which came together with liked minds and great teams across the board to create a trio of fun.
The collaboration between Slick Rick, Pacsun, and Roblox represents a dynamic fusion of music, technology, and fashion, showcasing the enduring legacy of Hip Hop in innovative ways.
Slick Rick, born Richard Walters, is an iconic figure in hip-hop. He is celebrated for his distinctive voice, narrative storytelling ability, and influential style. Known as “The Ruler,” his contributions to the genre have cemented his legacy as one of the greatest storytellers in hip-hop history. According to Wealthy Gorilla, Slick Rick’s net worth is estimated at $2.5 million as of 2024. This valuation reflects his success as a musician and his enduring influence on subsequent generations of artists. His journey from a pioneering rapper in the 1980s to a respected elder statesman of hip-hop underscores the depth of his impact on the genre and culture.
The Golden Age Pioneer
UNSPECIFIED – CIRCA 1970: Photo of Rick Slick Photo by Michael Ochs Archives/Getty Images
Slick Rick’s rise to fame in the late 1980s marked the beginning of a new era in hip-hop. He talents are characterized by vivid storytelling and intricate rhymes. His debut album, The Great Adventures of Slick Rick, is hailed as a classic. It also featured hits like “Children’s Story” and “La Di Da Di.” These tracks showcased his unique narrative style and his ability to blend humor, social commentary, and personal reflection. His influence during hip-hop’s golden age extended beyond his music. His signature eye patch and jewelry have also become iconic symbols of hip-hop fashion.
Influence & Legacy
Slick Rick, The Game and Doug E. Fresh during Hot 93.7 Jingle Jam 2004 at. Hartford Civic Centre in Hartford, Connecticut, United States. (Photo by Dexter A. Jones/FilmMagic)
Slick Rick’s impact on hip-hop is immeasurable, with his storytelling influencing countless artists across generations. His narratives, delivered with his unmistakable British accent, have been sampled, quoted, and celebrated by artists. These range from Snoop Dogg to Missy Elliott, further demonstrating his lasting influence on the genre. Beyond his musical legacy, Slick Rick has been a vocal advocate for artists’ rights and youth education. This further solidified his status as a respected figure in and out of the music industry.
Ventures Beyond Music
NEW YORK, NEW YORK – MAY 20: (L-R) Nas, Fat Joe, and Slick Rick attend the. Universal Hip Hop Museum Groundbreaking Ceremony held in Bronx Point on May 20, 2021, also in New York City. (Photo by Johnny Nunez/WireImage)
Further, Slick Rick’s ventures extend into fashion and acting. This also reflects his multifaceted talents and interests. Moreover, his iconic style is represented by flamboyant jewelry and elaborate outfits. He has influenced fashion trends within and outside of hip-hop. Additionally, his appearances in films and television have showcased his versatility as an entertainer. All have contributed to his enduring appeal and continued relevance in popular culture.
Slick Rick will forever go down in history as one of the GOATs in Hip-Hop. Born in the UK before relocating to New York, Slick Rick is best known for being part of Doug E. Fresh & the Get Fresh Crew, eventually creating Hip-Hop classics such as “The Show” and “La Di Da Di.”
Now, Slick Rick is making his mark in fashion as well. Most recently, the 59-year-old partnered with Pacsun to commemorate the first anniversary of Pacsun Los Angeles Tycoon on Roblox, offering a unique, one-of-a-kind virtual experience. With Slick Rick, best known for his unmatched storytelling as well as a fashion style, he’s able to bring his unique flair to the experience, bringing together his legacy of Hip-Hop with today’s metaverse.
Slick Rick states, “Collaborating with Roblox and Pacsun is a true honor. Together, we’re bridging generations, telling stories, pushing boundaries, and creating a vibrant virtual world where music intersects with technology, AI, and fashion. It’s a groundbreaking partnership that embodies the spirit of innovation and creativity that hip hop has always championed and a testament to the lasting impact and evolution of the culture,” said Slick Rick.
Richard Cox, VP of Men’s and Global Partnerships at Pacsun, adds, “Our digital community has been instrumental in shaping our presence on Roblox, and we wanted to bring them something special to celebrate the inaugural anniversary of Pacsun Los Angeles Tycoon. By integrating one of our fundamental pillars – music – into the fabric of our celebration and teaming up with a multi-platinum artist, Slick Rick, an icon synonymous with music, culture, and fashion, we’re delivering a fresh and exciting experience inside the virtual world and beyond.”
With this immersive collaboration, users can interact with Slick Rick’s 3-D NPC digital avatar to earn digital items and rewards inspired by his personal accessories: a crown, an eye patch, and a flying saucer watch. Fans can even enhance their look by customizing their avatars with Slick Rick’s signature style.
Additionally, Pacsun and Slick Rick launched a four-piece collection of limited-edition merchandise, available at Pacsun stores and online.
Beenie Man will forever go down in history as one of the greatest dancehall artists to ever do it.
Best known for his timeless smashes such as “Girls Dem Sugar” featuring Mya, “King of Dancehall,” and “Who Am I (Sim Simma),” the Jamaican recording artist and DJ continues to bless audiences all around the world with his feel-good music and energy.
Thanks to the power of social media, Beanie Man’s “Who Am I” released back in 1997 recently saw a resurgence, with big name celebrities all participating in the #SimSimmaChallenge. Most notably, La La Anthony FaceTimed all her friends including Kim Kardashian, Kelly Rowland, and Ciara — initiating the challenge by saying the first two words of the chorus, “Sim Simma,” and waiting for them to finish the rest of the lyrics: “who got the keys to my Bimmer!”
And now, after seven years since his last full-length album, Beanie Man blesses his fans with Simma. The highly-anticipated project sees Beenie Man reuniting with Mya on “Docta,” along with standout features from Giggs, Shenseea, Patoranking, and more.
The Source caught up with Beenie Man via Instagram Live, who had just gotten off a plane after performing in Costa Rica and Belize. Read below as we discuss the new project, reuniting with Mya, working with Giggs, “Who Am I” resurfacing, falling in love with Hip-Hop thanks to Slick Rick, working with Nicki Minaj, and more!
This is your first album in 7 years, why is now the right time?
Now is the right time because music needed me. Because where Dancehall is right now, it’s not in its best point. It’s not the strongest point right now, because dancehall has been reduced to other music and people are starting to do other things. Afrobeat popped off, Hip-Hop popped off, R&B popped off. Dancehall needs good music right now, so it’s the right time.
What inspired the album cover art? I love that the goat just walked into the shot.
[laughs] That’s wicked. This is greatness, it’s something that comes. Greatness is greatness. You cannot pay for greatness. I am here to taking a picture, and this goat is welcome. That’s greatness.
You’re the “King of Dancehall.” Who’s the Queen of Dancehall?
Queen of Dancehall is Spice.
“Girls Dem Sugar” was such a timeless record. talk about reuniting with Mya on “Docta.”
Mya, she’s kind of my nurse. When it comes to music, me and her get together to do music, it’s always a beautiful sound. Always one of them sounds we can listen to, write to, dance to. One of them sounds we can be ourselves with. This song “Docta” is wicked, I love it. When I sent it to her, I never expected that from her. But I expect everything because it’s greatness, and there’s nothing you can do about grades.
I was watching the music video for “Girls Dem Sugar,” also iconic. Best memory from that moment?
Best memory was the idea of making the song in the first place, because we’re always in the studio with The Neptunes. I started to sing, then I came up with the idea that we need somebody to sing a hook. Pharrell decides that he can get Mya. I said okay, let’s see great you are. Mya popped off. The rest is history.
I love that you got Giggs on the record, I’m a huge fan. How did you guys end up collaborating?
You see, there are different artists. You have veterans, then you have young artists. You have artists that just come, or artists who have been there. Giggs is an artist that’s been there. I respect Giggs and he respects me the same way, we get in the studio and sound just makes. Two of us speak for ourselves. When we get together, we just make the music.
Because Giggs was supposed to have 3 days to make his part of the record. I went to the studio to make my part of the record one time, so Giggs is not having that. He’s not walking out here with that sound without me in it. Just record one time. I really appreciate that. I like when artists put their creative thinking together. Know that yes, I can do this. Not tomorrow, not next week. I can do the studio right now. I really appreciate that with Giggs, he did that. He knocked it out one time.
How’d you link with Shenseea on “Fitness Instructor”?
I linked with Shenseea a long long long time ago, before she became the person that she is today. Long long long time. She was so young. She decides “okay, I’m gonna take on this music business.” She came to us first, then she went to Grammys. We’ve known Shenseea long time. We are friends long time.
How does it feel to have “Who Am I” revived on social media? Did you expect that?
It’s not what you’re expecting, it’s what’s happening. You don’t expect “Sim Simma” to come back after 25 years. You don’t expect that. Bam! Right back at you, right in your face. Right there. People are running the challenge and asking people walking past you: “Sim Simma!” And expect people to say “who got the keys to the Bimmer”? It’s a great thing. It’s a great feeling, because that’s why you make music that lasts forever. You don’t make music that lasts for 6 months.
Back when that song was released, we didn’t really have TikTok and all that. Are you active on these social media apps?
Me, I don’t have a phone. I don’t do phone because sometimes you’re up 3 in the morning and somebody calls you like “hello? Are you alright?” 3 or 4 in the morning: “how are you doing?” I can’t do that.
How long have you not had a phone?
I haven’t had a phone for years. A lot of years. For those who know me know. For those who don’t don’t.
So how did they contact you?
Well, my girlfriend has a phone. My son has a phone, my daughter has a phone. My next kid has a phone. Everybody that’s around me has a phone. As long as they got that number, they got my number.
I respect that because that means you’re living in the moment.
Yeah. I’m living in the time. [laughs]
Shout out to Waka Flocka, he called you the GOAT.
Ah, thank you.
How did it feel to be on the airplane and everyone started singing the song?
Every plane I come on, people do that. It’s the first time I get captured. [laughs] People do that every time, every plane I’m on. You see, I fly first class. My band is in the back of the plane, but I don’t like to be in first class by myself sometimes when I’m trying to lounge. Coming from England, coming from Germany, I’ll be in the back of the plane. But that alwayshappens to me, someone just caught it.
It’s a beautiful moment!
It’s always a beautiful moment when the fans back you up and sing something of yours.
Hip-Hop celebrates 50 years this year. What was the moment you fell in love with Hip-Hop?
Seriously. My first Hip-Hop artist was Slick Rick. “Six minutes, six minutes, six minutes Doug E Fresh you’re on.” [raps “The Show”] “La-di-da-di, we like to party. We don’t cause trouble, we don’t bother nobody. We’re, just some men that’s on the mic, and when we rock upon the mic we rock the mic right.” [raps “La Di Da Di”] That’s when I first fell in love with it.
Top 5 favorite rappers?
Slick Rick and Doug E Fresh, first off. Big Daddy Kane. Biggie Smalls. Tupac. To put fun and jokes aside, Busta Rhymes is one of my rappers. Seriously. And Eminem and 50 Cent.
What’s your favorite Lauryn Hill song?
My favorite is the whole album: The Miseducation of Lauryn Hill. Seriously, it’s my Bible.
How was it seeing Nicki Minaj dance to your music recently?
Nicki Minaj always dancing to my music. [laughs] Any fan of mine is a Nicki Minaj fan too.
What’s the story behind “Gun Shot”?
That’s a funny story. She did a song, then she wanted a badman verse. She said “come get a badman.” [laughs] “Fix it.” She actually loved it. That was funny. She wanted a badman verse and she said “come give it to me.”
Someone asked why Bounty Killer isn’t on the album.
Oh, because he’s making his own album. He’s putting out his own album, so it wasn’t the right time right now. He’s working, I’m working.
Fresh off The Breakfast Club interview on Power 105.1, Salaam Remi announces Slick Rick as the next headliner of the Midnight at MuseZeuM concert series in Miami, FL on October 28th, 2023 at Miami Beach Bandshell.JT Money featuring Poison Clan and a video dj set by Video Music Box’s Ralph McDaniels will also be featured at the Halloween Themed Event. Rakim, Big Daddy Kane, and Large Professor recently participated in the series.
Also in Miami, Bruhman hosted MuseZeum Season 2 in early August. The collection featured pieces by Remi, Tati Crooks, Ernie Panicolli and Ryan “Myagi” Evans and more. Remi also extends the MuseZeuM NYC Pop-Up, to run through September 30th. The collection, curated by Remi, will be on display at Legacy NYC – 98 Orchard St in Manhattan. Attendees will experience physical exhibits featuring a musical art collection curated by Remi himself. The collection includes several of his own pieces that are being shown for the first time. The collection includes art that has creative approval and financial participation by Bob Marley, Nas, Marvin Gaye, Slick Rick, Fab 5 Freddy, Amy Winehouse, Celia Cruz , Dennis Brown, Rakim, Betty Wright and more. Guests of MuseZeuM(NYC)will be able to experience one of a kind art from some of the greatest and most influential artists of all time. They will be able to purchase unique authenticated merchandise.Remi said, “As a lifelong creative, The expansion of the mediums I express my passion through has expanded over the past couple of years. MuSeZeuM is an ecosystem where artists and creatives can share their works with lovers of art and culture. We look forward to having many more join us on this journey to expanding the ways we experience what we love.”The PopUp’s last night – September 30th – will also be a celebration of the 10th anniversary of Mack Wild’s Grammy Nominated New York: A Love Story which Remi produced. Wilds and more will be in attendance with a new Art Piece accompanied by Special Anniversary Merchandise.
In celebration of hip-hop’s 50th anniversary, iconic athletic brand PUMA has partnered with legendary rapper Slick Rick and LSU basketball star Flau’Jae Johnson for an exciting new campaign. Combining the essence of hip-hop and athleticism, the duo showcases their unique style and versatility in the promotional video. A Closer Look Slick Rick, known for his […]
From humble beginnings to global recognition, Slick Rick’s journey is the stuff of legends. Born Richard Martin Lloyd Walters in London in 1965, he migrated to The Bronx, New York, with his family as a child. Encountering Hip Hop culture first-hand, he became entranced. This British-American kid, grappling with his identity, soon found his voice in Rap. Soon, he adopted the stage name “MC Ricky D.”
Rick’s talent caught the attention of Doug E. Fresh, and soon, he was featured in Doug E.’s “The Show” and “La Di Da Di”—two tracks that would signal the advent of the “Slick Rick” persona. His cadence and flamboyant style set him apart. But his knack for weaving intricate narratives laid the foundation for Rick becoming the storyteller we know and respect.
Slick Rick’s Ascension: The Greatest Hip Hop Storyteller
Slick Rick during The 4th Annual Jammy Awards – Show at Madison Square Garden in New York City, New York, United States. (Photo by Jeff Kravitz/FilmMagic, Inc)
Being dubbed the Storyteller isn’t a title earned overnight. His debut album, The Great Adventures of Slick Rick, truly cemented his place in Hip Hop. From the hilarious exploits in “Children’s Story” to the poignant social commentary in “Hey Young World,” each song was an intricate narrative.
Additionally, he was among artists bringing light-hearted fun to the Rap scene. Rick’s signature eye patch certainly set him apart, but that wasn’t just a fashion choice. As an infant, broken glass would blind him in one eye. Moreover, Rick’s vivid storytelling brought characters to life, using music as a canvas to depict real-life issues. He was no ordinary rapper; he was a raconteur. Each album became a new chapter, a fresh saga in the ever-evolving story of Slick Rick.
Cultural Impact & Peer Recognition: Hip Hop’s Unrivaled Storyteller
The impact of Slick Rick is far-reaching. His narrative-centric style revolutionized Hip Hop, influencing countless artists. Names like Snoop Dogg, Biggie Smalls, and Eminem openly attribute their storytelling abilities to Rick’s influence. His peers’ response was overwhelmingly positive, affirming his status in the industry. Slick Rick’s rhymes were not just entertaining—they were groundbreaking. He pushed the boundaries of what Rap could be, changing the landscape forever.
Slick Rick’s Legacy: An Unmatched Success Story
Slick Rick’s success wasn’t confined to acclaim from his peers. He enjoyed remarkable commercial success, too, with The Great Adventures of Slick Rick going platinum. His subsequent albums, The Ruler’s Back, Behind Bars, and The Art of Storytelling, also found chart success, a testament to his enduring appeal. Even today, his music is sampled extensively, his stories told and retold by generations of rappers. Rick’s legacy is a beacon guiding hip hop’s next generation.
The Future: Slick Rick In The Modern Landscape Of Hip Hop
Pos & Dave Jolicouer of De La Soul, working with Slick Rick on Second Installment of “Art Official Intelligence”, at Quad Recording Studios, NYC, 7-18-01 (Photo by RJ Capak/WireImage)
Hip Hop continues to evolve, yet Rick’s influence remains undeniable. His storytelling abilities set a high bar that new artists strive to reach. While his style is inimitable, the echoes of his narrative-centric approach can be found in the works of modern rappers like Kendrick Lamar, J. Cole, and Joey Bada$$.
The Slick Rick storyteller phenomenon isn’t limited to his music either. It extends to his iconic fashion sense, notably his love for extravagant jewelry and eyepatches. These aspects have left a lasting mark on hip hop’s aesthetic, demonstrating that Rick’s influence is just as visual as it is auditory. As a pioneer, we salute Slick Rick and his contributions to the culture—this year for Hip Hop’s 50th anniversary and many more milestones to come.
On this day in Hip Hop history, Slick Rick released his final studio LP, The Art of Storytelling.
Produced mainly by DJ Clark Kent and Kid Capri, this album featured guest verses from Redman, Rev Run, Outkast, Nas, Raekwon, and Snoop Dogg.
Critically the album has been hailed as the only proper sequel to his breakthrough debut album, The Great Adventures Of Slick Rick. Due to continuous run-ins with the law, the public could never fully experience Slick Rick as an artist. For the same reason, the world will never know what his outstanding ability and outspoken persona could have done for Hip Hop culture. What is apparent is that when the master storyteller has the time, he can pen and deliver a masterpiece.
The Art of Storytelling was Slick Rick’s most commercially successful album, peaking at #8 on the Billboard 200 chart and #1 on the Top R&B/Hip Hop charts. The album even went gold during its first week of sales. True to the title, the album is full of narratives that could only be crafted by the pen that scribed the famous “Children’s Story.” And although he has not strayed away from his signature rhetoric, The Art of Storytelling shows improvement and Slick Rick’s ability to stay relevant as far as his style blending with the popular sound of the time. This album is deserving of all accolades and is a proper farewell to Slick Rick as an album rapper.
Among the Lifetime Achievement award recipients with Slick rick are Nirvana, Ma Rainey, and The Supremes.
“The Academy is proud to celebrate this diverse slate of influential music people spanning numerous genres and crafts as our 2023 Special Merit Awards honorees,” the Academy’s CEO Harvey Mason Jr. said in a statement.
He continued, “Each creator on this list has made an impact on our industry — from technical to creative achievements — representing the breadth of music’s diverse community. We’re excited to celebrate this group of legends next month that continues to inspire and shape the music world.”
To be receiving this honor is incredible. And to be in marvelous company with my fellow inductees is humbling. God is good. All the time! @RecordingAcadpic.twitter.com/nCuyzMna32
Rock The Bells (RTB), the global platform dedicated to elevating Hip-Hop culture from its roots to the modern day, announced the lineup for “Rock The Bells Cruise: A Hip-Hop Experience” in partnership with Sixthman, the industry leader in unforgettable music and lifestyle festivals at sea.
The lineup features Hip-Hop’s most notable icons, including Rick Ross, Lil Jon, Big Boi, DJ Jazzy Jeff, MC Lyte, Ghostface Killah, Trina & Trick Daddy, Just Blaze, Big Daddy Kane, Too $hort, Slick Rick, DJ Spinderella, Mannie Fresh, Pete Rock, DJ Quik, Rah Digga, EPMD, Bun B, Bahamadia, Grandmaster Caz, DJ Scratch, The Finisher Mister Cee, DJ EPPS, DJ Nina 9, Grandmaster Dee, Technician The DJ, and DJ Critical Hype. Hosted byRoxanne Shanté&Torae, attendees will also experience a pool deck party series presented by world-renowned party rockerKid Capri.
Commenting on the cruise, legendary Hip-Hop artist and host Roxanne stated: “How could I not Rock the Boat with the Goat? LL COOL J’s Rock The Bells keep the culture afloat. Please believe it.” Too $hort added, “Rock The Bells is Hip-Hop History, and they’re working to MAKE history!”
While the cruise is “sold out,” fans can still go to the website rockthebellscruise.com to sign up for the waiting list, where rooms are offered as they become available.
The sold-out Rock The Bells Cruise: A Hip-Hop Experience lineup is here! We’re bringing the celebration of Hip-Hop turning 50 to the high seas with @SXMLiveLoud & bringing some of the greatest DJs, MCs, & producers with us. Visit https://t.co/W5Gi4ShOfe to join the waitlist pic.twitter.com/bR5ojA21sz
