Boi-1da Lecture At Red Bull Music Academy In Montreal 2017
Beginning in the mid-2000s, hip-hop producer Boi-1da helped shape and define the sound of a new Toronto thanks to an early partnership with another local up-and-comer, Drake. Playing yin to Noah “40” Shebib’s yang, Boi-1da made his mark with hit songs like “Best I Ever Had,” “Forever” and contributions to a growing roster of rap artists including Eminem, Nicki Minaj, Lil Wayne, Meek Mill, Nas and many more. In the second half of the 2010s, the Toronto-raised native of Jamaica further expanded his reach with the global hits “Work” for Rihanna and “Controlla” for Drake, as well as collaborations with Kendrick Lamar, PARTYNEXTDOOR and Lana Del Rey.
In his lecture at the Red Bull Music Academy Bass Camp Montreal 2017, the boy wonder retraced his steps from buying FruityLoops with his mom’s credit card to looking at his Jamaican roots to reimagine dancehall for the streaming generation, and imparted advice on business, sampling and collaborations.