Yeah, You Know Them

Naughty By Nature have witnessed a lot since they dropped their mega-hit party anthem ‘O.P.P’.

In the ten years since their last release, what they've observed has only improved their appetite for further success. â€œI think hip hop is doing what it's always done ever since we were there,” said Vin Rock in a July 2010 interview with claytonperry.com. “It's just broader now. You have so many different flavours. You have so many different regions involved in the music now. And basically for us, we look at it as a competitive market.”

It's been a while since they were considered tough competition in the world of hip hop, as far as record sales are concerned, but this has not altered the ambitious and confident mindset within the group. â€œI'm happy with what's going on in hip hop right now, because I feel that we can always come in and still compete, whether it's with our studio recordings or live stage performances. We can go out there and basically f*ck with anybody out there.”

Taking advantage of their obvious energy, their desire to once again be involved in the development of the movement was paramount in their decision to return to the studio. â€œIt was about giving the people new music, and participating in the expansion of hip hop, especially with the corporate partnerships and just the general growth that you see guys like 50 Cent or Diddy or Jay-Z, a lot of our peers having with it.”

Their lengthy existence, never mind reputation, is admirable. Managing to maintain resonance amongst the ever-growing genre is not easy, but nevertheless something that Naughty By Nature have accomplished, with the assistance of a loyal fanbase. â€œThey could see that we were authentic. And then, we've done a lot of campaigning, a lot of hugging people and kissing babies and stuff, and it's been from a genuine perspective.”

Although without a major party anthem in the last decade, what cannot be denied is their drive and dedication to put on a show. â€œWe go out there. We're professional. We don't have crazy demands. We give a hell of a concert. We service the people, man.”

NAUGHTY BY NATURE PLAY SIN CITY ON MAY 1.