The word Nubian emerged from a book by Dwight York, a figure whose teachings would become the spiritual backbone of a group that would redefine hip hop in the early 1990s. In 1988, Grand Puba was searching for new members after his previous group, Masters of Ceremony, dissolved. He found Sadat X, Lord Jamar, and DJ Alamo, and together they began crafting a sound that would soon challenge the mainstream. They had no name and no recorded demos when they walked into Tommy Boy Records, but Dante Ross, an A&R executive at Elektra Records, saw potential in their raw energy. Ross told them they needed a name and a song before he could sign them. They recorded their first demo, I Ain't Goin' Out Like That, at Jazzy Jay Studios, and it was there that the idea of Nubian took root. Jamar had read one of Dwight York's books, and the term Nubian was adopted as a new identity for African American people. The word Brand was added later, inspired by the phrase Brand New, and the name Brand Nubian was finalized at a mall in New Rochelle, New York. This was not just a name; it was a declaration of identity and purpose.
Militant Lyrics and MTV Bans
The debut album One for All, released in 1990, became one of the most acclaimed alternative hip hop albums of the decade, but it also drew fire for its militant Five-Percenter rhetoric. Tracks like Drop the Bomb and Wake Up were not just songs; they were political manifestos delivered over hard-hitting beats. The controversy surrounding these lyrics helped the album sell in excess of 400,000 copies, proving that there was an audience for music that challenged the status quo. The video for Wake Up, directed by Fab Five Freddy, featured a black man in white-face makeup, a visual that was so controversial it was banned from MTV. The network replaced the image with that of a Baptist preacher, a move that only amplified the group's message of resistance and self-determination. The singles Slow Down, All for One, and Wake Up all became hits on Billboard's Hot Rap Tracks chart in 1991, but the group's true impact lay in their ability to spark conversation and challenge listeners to think beyond the surface of their lyrics.
Internal Conflicts and Homophobic Controversy
Shortly after the group's debut release, Grand Puba quarreled with Sadat X and Lord Jamar, leading to his departure from the group along with DJ Alamo. They left to pursue solo careers, and Lord Jamar and Sadat X asked DJ Sincere to join the group in 1992. The same year, Puba released his solo debut, Reel to Reel, marking the beginning of a new chapter for the former members. At the end of 1992, Brand Nubian released the single Punks Jump up to Get Beat Down, which created controversy because of its homophobic content. Sadat X's line, I can freak, fly, flow, fuck up a faggot, was so explicit that later versions omitted the line and replaced it with different lyrics, including the version on the greatest hits compilation The Very Best of Brand Nubian. The single charted on the Billboard Hot 100 at number 77, but the controversy overshadowed the group's musical achievements. This period marked a turning point in the group's history, as internal conflicts and external criticism began to shape their trajectory.
In early 1993, Brand Nubian released their second album, In God We Trust, which included the song Punks Jump Up to Get Beat Down and the number 92 Hot-100 single Love Me or Leave Me Alone. That same year, the group's song Lick Dem Muthaphuckas was released as part of the Menace II Society soundtrack, further cementing their presence in the cultural landscape. Brand Nubian's next release, Everything is Everything, came out in November 1994, but reviews were mixed and sales were mediocre. Despite the top-40 Hot Rap Tracks singles Word is Bond and Hold On, the album failed to capture the same level of acclaim as their debut. In 1995, Brand Nubian broke up, and its members started solo careers in music and television. That same year, Grand Puba released his second solo album, 2000, featuring another Billboard Hot 100 single, I Like It (I Wanna Be Where You Are), and Sadat X released his first solo album, Wild Cowboys, in 1996. The group's initial success had given way to a period of individual exploration and artistic reinvention.
Reunions and New Sounds
Brand Nubian's original members reunited in 1997 and contributed A Child is Born to the Soul in the Hole soundtrack. In 1997, Keep It Bubblin' appeared on the Money Talks soundtrack, and in 1998, Brand Nubian released the album Foundation on Arista/BMG Records. It featured contributions from producers such as DJ Premier, Buckwild, Lord Finesse, and Diamond D, marking a return to the group's roots with a fresh sound. The lead single Don't Let It Go to Your Head became, at number 54, the group's highest-charting single on the Hot 100. In 1999, Grand Puba and Sadat X were featured on Once Again, from the first Handsome Boy Modeling School record. In 2000, Brand Nubian once again teamed up with Buckwild of D.I.T.C., releasing the single Rockin' It, after which the members, once again, pursued their solo projects. Sadat X released a solo EP in 2000, The State of New York vs. Derek Murphy, signaling a continued commitment to individual artistic expression.
Solo Careers and Acting Roles
Grand Puba released his third solo effort, Understand This, in 2001, which received little attention. Brand Nubian reunited once again in 2004 for their fifth album, Fire in the Hole, released by Babygrande Records. Sadat X released another solo effort in 2005, titled Experience & Education, to mostly positive reviews. Jamar pursued his acting career, appearing on an episode of The Sopranos, as well as episodes of Oz, Third Watch, and Law & Order. Lord Jamar released his first solo album, The 5% Album, in June 2006, on Babygrande Records. Sadat X's third album Black October came out in October 2006. In 2007, the group released an album titled Time's Runnin' Out, containing material recorded ten years earlier during the sessions for the 1998 Foundation album. This period marked a new chapter for the group, as they balanced their individual pursuits with occasional reunions, keeping the Brand Nubian legacy alive while exploring new creative avenues.
Touring and Lasting Legacy
Since 2007, following the release of their latest group album and other solo projects, Brand Nubian still undertake live concerts. They have performed at sold out shows in the US and Europe, proving that their music continues to resonate with audiences decades after their initial success. The group's influence extends beyond their discography, as they have been recognized for their contributions to hip hop culture and their ability to address social and political issues through their lyrics. In 2008, About.com placed the group on its list of the 25 Greatest Rap Groups of All Time, a testament to their enduring impact. The members have continued to evolve, with Lord Jamar and Sadat X maintaining their presence in the music scene, while Grand Puba has also remained active. Their story is one of resilience, creativity, and the power of music to inspire change.