Contributors:

• PHOTOGRAPHY VIA NORMSKI

Photographer, presenter, DJ: Norsmki is a certified icon.

Known to many as the presenter of the cult show Dance Energy which broke artists like The Shamen and The Prodigy, Normski is also renowned for his work as a photographer in the ‘80s and ‘90s. His imagery charted the rise of hip-hop in the ‘80s and ‘90s as he travelled around the world capturing the likes of Run-D.M.C., Ice Cube and Salt-N-Pepa, his archive is a gold mine for hip-hop lovers.

As a photographer, Normski captured a genre that was on the edge of a revolution. From his legendary ‘Hip Odyssey’ collection to iconic imagery of everyone from Dr Dre to Cookie Crew, he’s a once-in-a-generation creative who has become a towering force in the UK music scene. Nobody’s done it like Normski.

Last week, Normski headed down to FLANNELS X for the latest instalment of Inside Job, our series of URL and IRL events spotlighting rising industry voices at the intersection of fashion, culture, art and music. After the event, he sat down with us to talk everything from his biggest influences to his favourite hip-hop records, what he hopes will be his legacy and more.

What does hip-hop mean to you?

It’s a way of our lives. A voice of our generation, and every generation since it first came about. From the beginning, it was all about the four elements: Rap, DJ, Breakdance and Graffiti Art.

Who are your biggest influences in hip-hop and why?

Artists like Public Enemy because of their attitude. KRS-One, that South Bronx sound in the early days and the lyrical meaning. Rakim because of his lyrical flow and rapping style. Fab 5 Freddy had a massive influence on me as he was the first black guy to bring hip-hop to MTV back in the day and as an artist and filmmaker, he was representing the US local rap scene on TV, and it was going global on MTV. And Wu-Tang Clan, they’re made up of a group of individual artists who all bring a different style to the table in the raps, the flows, the lyrics and the beats. Together, they had that unique style.

What role do you think hip-hop has had in shaping culture today?

It’s played a huge part in shaping culture today. You see it everywhere. In street style and in attitude.

Back in 2003, you staged the iconic ‘Hip Odyssey’ collection, which was then used at the V&A in their ‘Black Britain’ collection. 20 years on from this photography series, how do you feel the scene has changed?

When I did Hip Odyssey, the images were already at least 10 years old. I was looking back to the Golden age of hip-hop. Now it’s like we’re in the Platinum Age. There’s more of everything, more genres, more styles, more people around the world living out every aspect.

Our Inside Job panel talk was all about the idea of worldbuilding within music… what does this mean to you and how do you feel the visual identity of hip-hop has evolved over the years?

I think it’s important for the music, the message, the style and the attitude to have some kind of narrative or vision that can be recognised. Hip-hop as a culture has evolved on every level. All aspects of the scene have become huge scenes of their own. Street dancing, graffiti art, lifestyle. Some aspect of hip-hop is connected to everything in 2023.

Your career has spanned music, television, photography, fashion and journalism, and you’re such a legend in all of these fields. What’s your proudest career moment to date?

On the one hand, it could be being able to represent the country with Dance Energy and becoming a household name because of the explosion of the Dance Music scene. But, I never thought I would have my work housed in the permanent archives of the Victoria & Albert museum here in London, or, in the Smithsonian Institution in Washington USA.

If you were to give young creatives one piece of advice, what would it be?

Trust your instincts, follow your heart, being kind works.

You’re a true multi-hyphenate creative, and you were mostly self-taught in all of the fields you work in. How has this influenced the way you create?

I think it gives me a realness. Looking a little deeper is something I can’t help. I like variety and I think that comes out in my photography, I’m inspired in lots of ways often out and about, looking at the world around me all the time. I’m putting together my first hardback photography book for autumn 2023, publishing is another area I’m keen on, as with art direction. I interact, give things a try and try to understand where something comes from.

How would you describe your sense of personal style?

Old-school hip-hop. Smart casual with a funky edge, dapper as Dan when I rock a suit. I’m a lot of energy, a life giver and I love to bring colour into the room.

It goes without saying that you’re already such a legend in your field… what do you hope will be your legacy with your work?

That I represented a generation in evolution and integration, with passion for my culture and a positive example of a black man who helped others. \