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(from left to right: Sleepy Brown, Ray Murray, and Rico Wade)
Photo Courtesy of Complex Magazine
Before Atlanta became a hub for hip-hop, there was Organized Noize. Led by members Rico Wade, Sleepy Brown, and Ray Murray, Organized Noize was an integral part in the evolution of Southern hip-hop. Their story is retold in the documentary The Art of Organized Noize that is currently available on Netflix.
It all started in the family home of Rico Wade known as The Dungeon. After moving from Headland and Delowe in East Point, the family moved to Lakewood Terrace. That home was the birthplace of groups like Outkast andGoodie Mob. It was interesting to me that the group was able to produce their beats while in the same home as Rico Wade’s mom and his sisters. However, Wade’s family said they became immune to the music. Wade’s mom mentions in the documentary how there was a never-ending process of music making in her house.
Player's Ball 1994
Dungeon was definitely the appropriate name. The group’s former manager Dee-Dee Hibler mentioned, “It [the Dungeon] smelled of weed and dirt. I don’t know if you can imagine how weed, must, and dirt would smell together, but that’s what it smelled like”. Nevertheless, the Dungeon was featured in the video, which was directed by Sean Combs, for Outkast’s first single “Player’s Ball”. That single was on the top of the Billboard Hip-Hop chart.
It was through Organized Noize that the legendary L.A. Reid signed Outkast. Initially, Reid was reluctant in signing the hip-hop duo saying, “Yeah, I think I like them, but I don’t think they’re stars”. It was not until Reid heard “Player’s Ball”, that he saw the duo’s potential. Additionally, Reid mentions that Organized Noize introduced him to hip-hop.
Rico Wade with L.A. Reid
From there, the group went on to produce records like Goodie Mob’s “Cell Therapy”, TLC’S “Waterfalls”, En Vogue’s “Don’t Let Go (Love)”, and many more. In fact it was TLC’s “Waterfalls” that gave the production team mass recognition, including from Jimmy Iovine of Interscope Records.
Despite the group’s shortcomings, their path has made a large imprint on hip-hop and southern culture. The music that they produced gave insight into the southern lifestyle. More importantly, their style of producing makes them legendary. Organized Noize never used samples, which is something that is not prevalent in today’s music. Instead, the group had live music during their studio sessions. Everything was original. That was the beauty of their music. Their instrumentation is what positions them with the likes of producing heavyweights such as Quincy Jones. To have a live band on a sound is rarely seen today. Modern music is all about instant sound, neglecting quality. Their sound was so infectious that it made Sean Combs even have a live band during his sessions at the time.
Organized Noize will always be known for the ingenuity of their sound and ideas that put Southern hip-hop on the map.
Watch the "Art of Organized Noize" on Netflix today!