Recovering the Essence of G-Funk: Learn the details behind the dedication that drives the band to continue exploring and expanding the boundaries of hip hop.
In a golden age for hip hop and G-funk during the 90s, the Californian sound stood out for its mix of relaxed rhythms and vibrant funk, marking an unforgettable era for lovers of the genre. Today, that spirit is reborn with force in the contemporary scene thanks to West Golda combo originating from Guadalajara that has managed to capture the essence of those days and present it with unparalleled freshness.
With his new album, New G-Funk Era, West Gold delves into the roots of Californian rap, combining elements old school with the attitude and energy of the present. This release is an ode to the classics, but with a vision towards the future, seeking to build a new path for the genre.
By fusing the best of the past and present, the band creates a revolutionary sound that not only pays homage to hip hop greats, but also sets a new standard for contemporary artists.
I had the opportunity to get to know these roots and explore in depth the aspects that influenced them to create this innovative and modernized project. In this interview, we will explore how West Gold has managed to stay true to the essence of G-funk while infusing it with their unique style, and we will discuss the impact they hope to have with New G-Funk Era in the current music scene.
Talking about the title of his new album, West Gold He explained that they were inspired by the golden era of G-funk in the 90s. They felt a connection and wanted to bring that energy back, so they decided to include the word new in the title, indicating his desire to revitalize that classic sound and make it relevant to today.
I think we were inspired by knowing that before we started doing this, there was a generation in the 90s that made G-funk a golden age, I think, and that's why we wanted to put it in newwhich means we want this G-funk era to happen again.”
Thanks to their admiration for great exponents, they have been greatly influenced by Californian rap. The band has adopted these styles, developing their own sound that reflects the evolution of the genre over time.
“I think that one of the greatest references of Californian rap, from NWA, until Kendrick Lamar. I think we like most of what's come out, so based on that, it's the school we've had. It's the rap we've listened to throughout the ages and it's the rap we like to do; if we like listening to it, then doing it must have been the best thing to do. It's better to do it than to listen to it.”
West Gold has managed to modernize the classic sound of G-funk while maintaining its essence. The band explains that they have not invented anything new, but rather have revived an essence that had been forgotten.
As we always say, 'we didn't invent anything', it's an essence that was already there, it had been lost, it had been forgotten, and we just brought it back. Perhaps the difference is that it's in Spanish, so in that way we adapted it with us.”
“We are from here, it is like taking it and the touch that we put on it was to do it in Spanish, so that people understood it, so that people knew through 'The West Gold' “What those legendary rappers were talking about, which is practically the same concept, it's the same theme. Sometimes we take choruses or references and sing them as they were sung, but we don't overdo it either.”
To create such a pure work, the creative process is an important process in its composition, and what better than to be collaborative and spontaneous.
“We really like the studio, but I feel that the way we work is what gives the special touch to the music, to the final result. We are very much into sharing all the ideas, each of the things we are composing at the moment we are in the studio.”
We can intervene in our lyrics and sounds, so I think that way of working makes the creative process very natural, depending on the idea that comes out at that moment, is what will come out. And that's how we create the album, one moment at a time, one day at a time.”
Collaborations are an important key in the formation of the album, with great exponents such as Neto Reyno, Coko Yamasaki, Delaossa and its most notable with Simpson Egg on the topic “Banquette maker”, that It emerged in a very fluid and unexpected way.
“We brought rhythms and we told him: 'You choose', apart from the rhythm, the video. The essence of the video is more Simpson that West Gold. We sent him messages and I said, 'Hey, what do you think?' He sent me some things and we added more ideas, that's how the idea came about in the end.”
One of the most notable challenges was the collaboration with Nahle and Bishop SnowAlthough it was a complicated process, because they are big fans of these artists, they finally managed to complete the song.
In particular, the song with Nahle and Bishop Snow, it took us a while to finish it and it was something we already wanted to happen because we are fans, so achieving that was very complicated, but in the end it was achieved and we ended up being great friends. The challenge was to achieve that connection between what is done here in Mexico and what is done there in California.”
Each song on the album carries a message, though not always a deeply reflective one. New G-Funk Erais composed of themes related to life on the street, where the difficulties faced by some people are addressed. The general message is about overcoming and the effort to improve, both at a personal and community level.
“There are many messages, each song brings a different message, although it is not like you go to the music of West Gold to look for a very deep message, but there are things that we can say, that we can talk about, and more than anything related to the street. For example, there is a song called 'Ghetto Ways' which talks about what life is like for some people who have it really hard, who can't decide other than to take up a weapon and commit a crime, because there is a story behind it, there is a why.”
We experienced it firsthand, and perhaps we have experienced certain situations that feel similar, so we can describe it from within. That message of 'not everything is like that', we are from there, but we have to try to do something more; not just for ourselves, but for all those who are there and cannot see that it is not all there is. You can return any day you want, and with the same respect, but doing something more for yourself, and if you can, for someone else from there.”
In addition to showing us innovative sounds from the golden age, they surprise us with the adaptation of a radio bumper as an introduction to a song, in this case, “G-Funky Fresh Radio”.
“Do you know what it has to do with? With the idea that when an artist reaches the radio, he succeeds. I feel that it is that relationship. This song is in the middle, it is number seven; songs come, you rest with this curtain, and we continue.”
On the whole, New G-Funk Era not only celebrates the roots of G-funk, but also seeks to break new ground for the genre. With a deep respect for the influences of the past and a clear vision for the future, West Gold delivers an album that will resonate with classic rap fans and new generations alike.
His commitment to authenticity and innovation ensures that he will continue to be a vital force in the music scene.
