I don't try to impress the average consumer. I try to impress the next producer, the next artist. I'm the guy that gave Roc-A-Fella their sound.

In a hip-hop world where originality and creativity is as revered as the KKK speaking at a Jena 6 rally, and major record companies crank out cookie cutter songs faster than OJ Simpson can outrun the police--having your own style in this game these days is almost unheard of.

Going against the grain and staying true to his own sound made Bink! one the of hottest producers in the game. From a young DJ in Norfolk, VA to being the man behind Roc-A-Fella's sound to his new project with Cassidy, Bink! shows no signs of slowing down. Now with his production company, "One Shot Deal" taking off, Bink! has big plans for his future in the hip-hop game.

You have a long list of tracks on your resume, but how did you get into producing?

Just your regular evolution of a DJ. I started DJing and just moved over into the whole producing side of it. I definitely like producing better because DJing is like your playing somebody else's vision. It's definitely better to hear your stuff playing than somebody else's stuff. It's a better feeling. It was just natural evolution for me to just go over into that situation.

How did you go from DJing to producing for people like Jay-Z?

My first record I did was a Blackstreet record. I did the record in like '93. I did a record called "Don't Leave." That's what got the ball rolling. After that, I ended up moving from VA to New York in like '95. I was living with Mr. Cheeks. That's like my brother right there. Without him, I wouldn't have gotten the opportunity to do what I was doing.

So he got you connections in the industry?

Nah, not even connections. A lot of people think somebody is supposed to bring you your career and drop it in your lap. It's equivalent to somebody saying, "A yo, hook me up with that girl." A real nigga would just be like,"Put me in a room with her. I'll do the rest." That's what Cheeks did for me; he just put me in the vicinity of what was going on and I made the rest happen.

Have you changed much as a producer since you came in the game?

I've changed tremendously. Just 'cause I've learned a lot of things about the industry my first time around. You don't have any friends in the industry--just people you know. Everybody is pretty much about what you can do for them. It's a cut throat game. Anybody that wants to play this game got to have a thick skin.

Does what you learned make you different from other producers?

What makes me different is that I have my own thing. The majority of producers out here can't say that because they mostly sound like, or mimicking somebody else. When you hearing something new, you don't mistake it for nothing else. All a producer has is his sound.

Do you think this mimicking is having a negative effect on hip-hop as far as producing?

Hell yeah! I came in the game in '93. Since '93, it's been a tremendous change in how the music world is. Now it's really no individuality in this situation. Everybody is pretty much doing the same thing everybody else is doing. Kanye and Common are kind of going left-- doing what they want to do. Everybody else is just doing what they hear on the radio. That's why I say the integrity is going down. Back in the day, you would be looked down upon for actually just taking somebody else's stuff--that was like death.

Do you see a change happening anytime soon?

No. It's getting worse. That's why people get so tired of radio. A&Rs are not looking for anything that's groundbreaking anymore--they keep giving you the same shit over and over again. It's almost to the point where you can't tell who's who. I did a record with Cassidy called "Damn I miss the game" and it touches on all of that. That record is so relevant right now. I can't wait 'til it comes out.

Besides the Cassidy Record, what else is new for you?

B Rossi for sure from Atlanta. I finally found a young guy who ain't talking about a whole bunch of coke and getting shot in the face, punch you mother in the face and all that type of stuff. He's a breath of fresh air. I have another artist [on One Shot Deal] named August out of Canada--he's and R&B artist. Things are on the up and up as far as my artists go. I'm recording a Go-Go album right now with a guy named Scooby who sings for LISSEN (a go-go band in D.C).

Any advice for up-and-coming producers?

Don't be scared to go against the grain. Know who you are and what you bring to the table. Once you figure that out, you become a better producer.

What should people remember about you when you leave the game?

That I came with my own thing. I did it my way. I didn't conform to what's going on. That's what I love about Kanye. My favorite producer is Timbaland. He never really cares about what's going on. He does what he thinks is hot. I want people to get from me, "This guy sounds like nobody else and he did his own thing." I don't try to impress the average consumer. I try to impress the next producer, the next artist. I'm the guy that gave Roc-A-Fella their sound.

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