Welcome to Mixdown, an ongoing series where Pitchfork staffers and contributors talk about mixtapes, mixes, and other beat-based ephemera that may not be covered in our reviews section but are worth discussing. Today, Corban Goble talks about World Cup-related and co-branded releases from Kanye West and Jay-Z before fixating on Deuce's classic "Don't Tread on This."
Not only is the World Cup the biggest thing happening in the world right now, it's the biggest #branding opportunity in the world right now, and—as luck would have it—many big names are dropping their cleats into the action. Kanye unleashed "God Level" for Adidas' World Cup ad campaign, a teaser of what life might be like once that Kanye Adidas line is on shelves. Jay-Z, who is allegedlyfeuding with Kanye, went in for Beats, slapping a verse onto Jamie N Commons & X Ambassadors' "Jungle".
As somebody who falls squarely into the target audience of these collaborations, I'm not mad! So, today I'm going to guiltlessly pass myself the ball and meditate on these soccer-and-rap-marrying advertisements that are basically lasers into my soul. Mixdown is brought to you by Gold Bond Powder.
Kanye West and Adidas: "God Level"
The advert that contains "God Level" is intense and visceral: there's a kid giving the ol' "up yours" to Lionel Messi, Bastian Schweinsteiger booting balls into the forest North of the Wall, Luis Suarez getting his hands full of net. Personally, I'm enjoying the pairing of Kanye West's music with the video's star, Lionel Messi, in the sense that one on hand you have a completely over-the-top, attention-hogging star like Kanye—whose recent album holds things titled like "I Am a God"—and Messi, who is the best player of his generation but has a demeanor/haircut that suggests "engineering major." While the worlds of rap and basketball have crossed paths plenty over the decades, witnessing a batty Hudson Mohawke track scoring footage of Dani Alves headers doesn't feel like a thing yet. Maybe it will be. Rihanna ft. Fernando Muslera?
Jamie N Commons & X Ambassadors ft. Jay-Z: "Jungle"
Jay Z saw someone else getting that World Cup ad money and decided to get some of his own, thanks to this Beats by Dre commercial featuring Brazilian star Neymar. And if that's not enough of a windfall for the recently Apple-acquired Beats, their headphones were recently banned from the World Cup pitch because of FIFA's licensing agreement with Sony. Jay Z's verse, stapled onto a remix of Jamie N Commons & X Ambassadors' electronic hit "Jungle" , which plays like all the recent Jay Z verses: like he recorded it in a limo touring Rio before returning to Ronaldinho's villa ("It’s nice to pray in front of Christ the Redeemer," "I am Godzilla of these Favelas") .
Deuce: "Don't Tread on This"
U.S. National Team forward Clint Dempsey's 2006 song "Don't Tread" stands up in the pantheon of athlete-crafted rap songs for its quality and energy, but that's not the only reason I love it so much. A clip completely sponsored by Nike, Deuce and rapper pal Big Hawk (RIP) manage to work about 10,000 references to the brand into "Don't Tread," which is an amazing accomplishment. Between the U.S. and Portugal's huge match Sunday night and Deuce himself recently stating he's returning the the booth it seems time to revisit the magic of "Don't Tread". First lyrics:
Game took hold like the roots of a tree
Think soccer ain't a sport?
Then why'd Nike sign me?
I feel like... no one was saying it wasn't a sport? Sure, in 2006, American soccer wasn't the big deal it was now, but. Right out the gate, you get the sense that, whoa, Deuce is a problem! CHANNEL THE FIRE DEMPSEY, CHANNEL IT!
Another thing I love about "Don't Tread": the ways that the Nacogdoches, TX Dempsey decides to show love to Houston's rap scene. Not only does he pass over obvious choices in favor of Big Hawk, a founding member of DJ Screw's group Screwed Up Clique (Hawk was murdered later that year, 8 years after his older brother Patrick "Fat Pat" Hawkins was gunned down).
But yes, those Nike references.
Thanks to DJ Screw
This ain't friday night lights
But I got the infrareds, yeah
Big Hawk's turn:
See I'm a just do it like Nike
Spit it so nicely
...Check the resume to see what I've done
I'm official like the check on my AF1
One line to sell it all:
This is soccer and rap with a screwed up twist
I love this song and can think of no song I'd rather pump the second the U.S. gets a result against Portugal. The dream is real. Don't tread on this.