Features
N*E*R*D
By Thomas Matich
May 13, 2008, 11:43

N*E*R*D
Flashing Lights

As part of The Neptunes, Pharrell Williams has evolved the soundscape of pop music in the 2000s (crafting hits for, um, everyone?). With N*E*R*D., his passion project with partner-in-crime Chad Hugo, Skateboard P gets a little more organic, less bleeps and more soul. For Billionaire Boys Club, Williams gives fashion his two cents, along with his ultra-fresh Ice Cream sneaker line. On the upcoming third N*E*R*D album, Seeing Sounds, he pokes fun at the Lindsay Blohans of the world with the single “Everybody Nose.” But right now, this Neptune is glowing in the dark with Kanye, Lupe and Rihanna.

What is going on backstage during this Glow In The Dark tour?
I like to ride my bike and get chased by the security telling us not to ride our bikes back there. Once in a while you’ll see Chris Brown on the skateboard doing kick flips, Lupe’s running around with the MacBook Air joint with his headphones and Kanye is usually talking about some new idea. Every once in a while Rihanna will walk past with one of her dancers or something.

Since you, Kanye and Lupe are spending time together, are you guys getting a chance to work on the C.R.S. project?
What’s C.R.S.?

You know, the song you three did together and the name of your secret project.
Oh ... well, the tour is fun. You don’t understand, the kids are supercharged and we’re just so happy and thankful.

Man, your lips are sealed! I hope it’s a good secret …
Oh, I think I know what you’re talking about … it’s a tour with Ciara, Shakira and Rihanna.

All right, moving on. The new single, “Everybody Nose,” has an interesting message.
What’s the message? Basically, it’s just a social observation of what’s going on in American nightlife, that’s all it is. We’re just saying look what’s going on in your nightlife. That’s all it is, we don’t condone it, we don’t judge it, this is what’s happening. America, wake up. No one complains when it’s on the cover of People magazine ...

I don’t think anyone’s complaining ...
Making a big deal out of it — because there was a little resistance at first. The kids love it, but the parents are like, “Hey, what are you doing?” And I’m like, “Don’t you have an US magazine? Yep. OK, shut up.”

On the first N*E*R*D album, you guys brought in Spymob as the backing band, then on Fly Or Die you played more instruments, what was the direction on Seeing Sounds?
This one has just got way more energy.

Like Red Bull energy or the real thing?
Like really angst energy.

Why the angst?
Because kids are frustrated these days, so we made an album that reflects how we feel about stuff.

How do you stay in touch with the youth?
I don’t hang with older people like that. I guess I’m a kid. I go to Disney World two to three times a year. I love pop tarts, I love breakfast cereal. Cake, ice cream and candy are my favorite foods.

How was working with Madonna?
It was training camp. It was 90 degrees in the room and it was work, work, work. You don’t take breaks. But it paid off.

Is there anyone else left that you want to work with?
Hell yeah, there’s tons of people, man.

Like who?
I wanna work with The Strokes, and I think Fall Out Boy would be interesting.

What about Elvis?
[Laughs] Yeah, that’d be great.

Or The Beatles?
But they wouldn’t need us. I’d just bring the coffee.

A lot of rappers have clothing lines, but you guys are actually doing stuff that is fashionable instead of just throwing a logo on a T-shirt …
Right. Well, one, we’re not really rappers, we produce for a lot of rappers, but we make music for everybody.  We did a lot of skate shoes and there was a lot of skaters and hipsters that wear those. I guess I don’t approach things like everybody else because then I would be everybody else. I like to do things from a different vantage point, even if it’s the same thing, I see it from a different angle because it just helps me with my sense of self-identity and keeps my bearings on.

I went back and listened to some early Neptunes stuff like “Lookin’ At Me” and “Superthug,” and the beats are so simple yet effective. Was that the plan?
We never had a plan, we’ve always looked at the music that was going on as a whole and went, "Y'all going this way, we're going that way." Now
everything is so simple, and if you listen to the Madonna stuff, it’s a complex, sophisticated sound.

I’ve noticed the change in your sound, especially with the last Clipse project with stuff like “Mr. Me Too.”
Yeah, I was using rave sounds for it, that was like techno.

You guys have great chemistry with Clipse, do things happen naturally in the studio, or do you save the best stuff for them?
Both, some things happen naturally and some things you just go, "Oh my God, this is them, let me put this to the side."

How do you choose who you work with? The request list must be pretty long …
We just work with people because it seems like it’s the right fit. I know it’s very simple, but it’s the truth.

Your biggest songs aren’t N*E*R*D songs, so is the band your outlet for whatever you feel like doing?
N*E*R*D is who we are and The Neptunes is what we do.  | RDW

N*E*R*D • 5/22 • The Palace of Auburn Hills

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