The S-T period to the I-D-E to the S! December 2, 2011 11:05 AMSubscribe
In 1991, Ice Cube was a force of nature. The idea that he could someday star in Are We There Yet? was inconceivable. Still, commercialism wasn't foreign to him. He shilled St. Ides malt liquor as furiously as he called out the police.St. Ides, manufactured by Pabst Brewing Company, targeted young black people. They built an advertising strategy around rappers and hired DJ Pooh to produce beats and commercials. Rappers responded with zeal. They started with King Tee, but Cube soon became their linchpin (or perhaps linchpin), making half a dozen jingles with DJ Pooh. (They didn't mind jackin' their own beats. Track #2 is an adaptation of Jackin' for Beats. The last track reprises the schtick from It's a Man's World, featuring Yo-Yo taking a feminist stand on the drinking 40s.)
Pooh and Ice Cube brought in the Geto Boys to get some St. Ides ends.