For The Record: How Clipse’s 'Lord Willin'' Established Virginia’s Foothold In Rap

On their 2002 debut album 'Lord Willin',' Clipse’s drug-slinging rhymes and the Neptunes’ pop-centric production established Virginia’s foothold on street rap.

As rap moved into the new millennia, the industry abandoned the antiquities of its past and widened the margins, drawing in musical talents from all corners and elevating them to astronomical heights. Street rap duo Clipse was instrumental in the geographical shift, with 2002’s Lord Willin' establishing Virginia’s foothold on coke rap and a new era of lyrical titans.

By the early 2000s, hip-hop’s maturation was in full swing: Atlanta was building towards its future reign, the boom of Houston’s hip-hop scene was on the horizon, and Virginia’s spotlight grew brighter over the decade as Timbaland, Pharrell Williams and Chad Hugo of the Neptunes crafted the era’s most innovative sounds. 

While Timbo went on to guide the careers of Ginuwine, Aaliyah and Missy Elliot, local legend Teddy Riley brought Pharrell and Hugo under his wing. As the Neptunes, the two produced records for the likes of  Ma$e, N.O.R.E. and R&B groups SWV and Total. Eventually, the duo revisited their relationship with two childhood friends who would later chronicle their hometown’s booming drug trade under the moniker Clipse. 

Virginia-based MCs and brothers Gene "No Malice" and Terrence "Pusha T" Thornton aspired to leave a life of selling drugs in favor of cooking up hit records. With the help of Pharrell, Clipse signed to Elektra Records in 1998, and by the next year, had an album, Exclusive Audio Footage, ready to hit retail stores. 

"That album was nothing more than friends together doing something they love," Pusha explained in a 2002 interview with XXL. "No outside interference, no arguing. It was all happy times."

Despite a record slated for a 1999 release date, the group’s triumph was short-lived. The album’s lead single, "The Funeral," failed to make a mark outside of Virginia radio, and the project was shelved. While the album was heavily bootlegged for years — and mysteriously released on streaming platforms this May — the two brothers were dropped from the label.

"I’m gonna tell you who was disappointed the most," Pusha recounted to XXL. "That was Pharrell. He was like real hyped about working with [established artists] but he’s always been like, ‘Yo, we gotta show them how we do it.’"

Determined to shepherd their career success, Pharrell build up enough cache to establish Star Track Entertainment with Arista Records in 2001. He brought No Malice and Pusha in as the imprint’s first signees and released their debut album, Lord Willin’, on Aug. 20, 2002. 

Boasting guest spots from heavyweights like Jermaine Dupri, Jadakiss, Styles P, Faith Evans, Fabolous and others, Lord Willin is a mesmerizing journey through the Thortons' roots in the Indian Lakes section of Virginia Beach —  an environment that fed their hunger for life’s treasures and fueled their rap careers. 

"It was really about establishing identity, and, like, putting our flag in the ground," Pusha recalled in a 2012 interview with Life +Times. "We basically wanted people to understand and know where we were coming from — no one had ever seen this side of Virginia before. We knew that this music was a bit newer."

The Clipse were outside of what the Neptunes were doing, Pusha continued. "This was at a time when Pharrell was hot, the Neptunes were hot. He was on every hook from Nelly to Mystikal, everybody" and is the first voice on "Grindin'." "The intro…basically set the tone for all of those maneuvers and moves. It was just like, 'This is what we are, we’re different. This is the streets, this is Virginia, this is new, this is risk-taking.' Playas, we ain’t the same. You know."

Led by street anthem "Grindin’" and radio smash "When The Last Time," the album is laced with sooty tales about the duo’s drug-and-gun dealings and the glamorized corruption of their past hustle  ("Virginia"), a lifestyle sown from the pillars of their own family tree. On the LP’s "Intro" No Malice raps, "Scouts honor, started with my grandmama / Who distributed yay she had flown in from the Bahamas."

All 13 tracks are produced by The Neptunes, who were at the peak of their powers and fresh off collaborations with Britney Spears, Jay-Z, Usher and other artists. The Clipse meld their minimalistic and radio-seeking production with the rawness of No Malice and Pusha’s coke-slinging rhymes on "Cot Damn" and "Gangster Lean."

Along with the riches of big-time dealing on "Let’s Talk About It," No Malice offered a sign of empathy on "I’m Not You," rapping, "To feed poison to those who could very well be my kin / But where there’s demand, someone will supply / So I feed them their needs at the same time cry / Yes it pains me to see them need this / All of them lost souls and I’m their Jesus."

The production of Lord Willin’ doesn’t always match the gravity of No Malice and Pusha’s mountainous themes and enthralling anecdotes, with the pop-ish sounds of songs like "Young Boy" muffling the accounts of their upbringing. But by all measures, the Clipse’s debut placed the military town and tourist city on the hip-hop map — a foray that was driven by the duo’s vivid lyrics and the Neptunes’ generally immersive production.

Clipse’s first full-length showing landed at No. 4 on the Billboard 200 and sold 122,000 units in its first week of release. It was certified Gold by the RIAA on Oct. 1, 2002, and sold upwards of 950,000 copies as of December 2009, according to Nielsen Soundscan. In validating its classic status, Rolling Stone also ranked the album No. 12 on its 100 Best Debut Albums of All-Time list. 

Lord Willin’ sparked Clipse’s continued success and popularity. Their 2006 follow-up Hell Hath No Fury is now a classic, while the We Got It 4 Cheap mixtape series with Re-Up Gang members and Philadelphia-based rappers Ab-Liva and Sandman is beloved. But in the years since No Malice and Pusha’s third outing, Til The Casket Drops,in 2009, their musical paths couldn’t have grown more detached.

While Pusha has built a stellar solo career with the same coke raps and command he came to the game with, No Malice found solace in his faith. He distanced himself from the rap industry and altered his former moniker "Malice" on Twitter back in 2012.

"Can you imagine how many people went to jail listening to things that I said? Forget everybody else and other rappers and other groups, think about how many times people got pulled over, went to jail (and) my record playing in the car," No Malice told Vlad TV in 2017. "Think about how many times somebody’s head was blown out, and the theme music is still playing."

The brothers have collaborated sparingly over the years, with the group coming together for Pusha’s "I Pray For You," Kanye’s "Use This Gospel" and on the I Know Nigo! compilation cut "Punch Bowl." Every time the duo reunites, fans clamor for another classic from the group, including King Push, who, admittedly, is just as uncertain as the public. 

"I talked to him this morning and he was like, ‘Yo, I’m hearing what people saying,’ but he’s not committing," the "Diet Coke" rapper told The Breakfast Club in April. "Regardless of whatever perspective he wants to attack it from, me and him are creative enough to definitely make it work. That’s not an issue, it’s just him and what does he want to do."

It's been two decades since the release of Lord Willin', but the album has only appreciated in the years since No Malice and Pusha first put the city of Virginia Beach on their backs. While the older Thorton has squared his focus on his spirituality, and Pusha has forged a path as the "Martin Scorsese of street rap," their contributions will remain linked and their legacies forever immortalized.

– The Recording Academy/GRAMMY.com