Boi-1da has given music fans a lot: his artistic fingerprints are on tracks so embedded into the cultural fabric of the last two decades. It seems fitting then that Boi-1da would help create the sonic atmosphere for one of the world’s biggest sporting events: the World Cup.
While the Grammy Award winning producer is still working on music with the world’s biggest artists (ahem, Iceman?), he gathered together an extraordinary vision of Canadian music for the World Cup themed project, What If It All Goes Right?. Released on June 5, a week before the games are set to start across Canada, U.S., and Mexico, the project features established heavy-hitters Nelly Furtado, Alessia Cara, Jessie Reyez, The Tragically Hip, AP Dhillon, City and Colour, and emerging artists such as Joe Gez and Frvfriday, among others. The project showcases the expansive range of Canadian music and celebrates our true diversity, blending nostalgia with new and contemporary sounds.
Boi-1da spoke to SOCAN’s Lord Quest, Creative Executive, about the project he produced for the World Cup in collaboration with Canada Soccer, the importance of MuchMusic’s Electric Circus, and how What If It All Goes Right? kicks off a new phase of his career.
This interview has been edited for clarity and length.
SOCAN: How did you get involved with the musical side of the FIFA World Cup? Was this something that you were looking for or was it brought to you?
Boi-1da: This situation came to me through a good friend named Jerry Deifer and the good folks at Canada Soccer. We wanted to do something cool and cultural for the moment [with] the World Cup coming up and put some music out and some vibes for the times. They chose me to be that guy. It was amazing.
When the idea came, I was like, “Yo, I’d love to be a part of it, be a part of the culture, especially if that has to do with music.” They made me the music ambassador for Canada. Man, I was overjoyed when the opportunity came up.
Talking about this record: “Electric Circus” with you and Nelly Furtado has a real nostalgic feel but with a touch of a modern production aesthetic. Being as versatile as you are, what’s your process when switching from doing, let’s say, hip-hop anthems to something more electrifying like this?
The process is always the same. It comes from a vibe. I sat in the studio with Nelly. She came by the house — I got a studio at the crib — and we sat and talked about how we wanted the song to sound. We got into conversations about Electric Circus [on MuchMusic] back in the day and the energy of just watching people partying and dancing. It was such good energy.
At the same time — like this must have been fate — I loaded the beat up, and it was a very nostalgic sounding beat, and we had Electric Circus clips playing in the background. It just made sense. It came together very seamlessly. Being in the studio with Nelly was really effortless.
When I saw the name of the song, I automatically thought about that. I remember being younger and watching Electric Circus in high school. This was like MuchMusic at its height. It’s really dope you guys were able to draw back from that inspiration and energy and bring it into the now.
Even with the visuals, we tried to get that whole nostalgic stuff, with the VHS camera. I remember seeing my uncle on Electric Circus. I was like, what the hell? He was on there dancing kind of crazy.
They got to bring that back. Just reinvent it.
It would be a great moment to modernize Electric Circus and bring the whole thing back.
In the past, you’ve had the opportunity to create your own basketball shoe. Would you consider a Boi-1da soccer cleat? Are there other things you envision creating under the Boi-1da brand?
A lot of things, man. I would definitely create a soccer cleat. I do cleat shopping with my daughter [because] she plays. But in general, I think my brand, and where I’m moving to right now, is just doing stuff myself as a producer and artist, working on projects, working on music, working on different endeavors other than just working with massive artists at all times. Obviously, I love that. But I just feel I’m now at a point where I want to put my own vision into things.
This [project] is my personal project. It’s this cool launchpad. Working on this was definitely a door opening and a feeler to what it’s going to be like in the future for me. I’m really excited to work on some of my own [stuff.] I think the game needs it. You know what I’m saying? I think music is in a lull right now. It’s time for the producers to really take over some creative stuff and make something shake.
I couldn’t agree more. I feel like a lot of the new and emerging artists are just kind of recycled versions of things we’ve already heard. In the early 90s and 2000s, there were so many different sounds that coexisted. Like you said, those are based off the producers, right? The producers led the charge. It’s definitely time for a renaissance where producers are back in the driver’s seat, really crafting the sound of the future.
I want music to get back to a place where it’s daring and interesting with people doing different stuff. There’s too much cookie cutter going on. I’m just into right now trying to find something new, fresh, and do something against the grain. I encourage everybody to do the same so we can all keep this going instead of doing the same things redundantly. There are far too many amazingly creative people.
On the topic of things being new and fresh, what is Boi-1da listening to? Is there anything that people would be surprised to know?
My playlists are so random. You’ll hear a song by Queen, then you’ll hear Missy Elliott, then you’ll hear Nas or G-Unit. It’s all over the place, man. You’ll hear Randy Newman. I’m telling you, I have the most random playlist ever, but it works for how my mind works. I have to constantly hear something different. I have to constantly be fed different styles and different kinds of music. My mind just gets bored of hearing the same thing over and over again.
Do you remember the moment when you realized your music was global and enjoyed by people around the world?
I remember I had that first moment when I went to Atlanta for the first time. This was, I think, 2008, maybe 2009. So Far Gone just dropped. “Best I Ever Had” just came out. I hadn’t really been to the [U.S.] or outside of my house. The cab ride from the airport to the hotel I heard “Best I Ever Had” three times, and the “Uptown” remix, too. I wasn’t too internet savvy. Other people were on the internet more than me, so I didn’t realize that the songs had reached that far.
Even seeing Drake perform for the first time in Atlanta. I think I’ve told this story before, but I went with him to rehearsals at maybe 12 p.m., and I noticed there’s a line. I’m like what are these people lining up for? They’re lining up for Drake. And I’m like, what? The show’s not till like 9 o’clock tonight? Are they lining up already? I was kind of oblivious to what was going on. That was when I first learned it was worldwide.
Do you have anything upcoming that you can talk about or that we should be on the lookout for?
A lot of things, man. Obviously, there’s Drake. I’ve been working with a lot of dope artists. I’m working on my own project, which is what I’m mainly excited about. It’s a collage of people I’ve worked with in different and surprising ways. Trying to keep stuff interesting for that project. I can’t wait to put that out and let everybody hear it when I’m finished. Also, I’m on a hunt for some dope, fresh artists I’m just excited about. I know I’ll find it. I know I’ll find somebody, but I’m just really excited about that. And just music in general, man. I think we’re going to get back to the place where it was before.