After shaking up the rap game with a breakout verse on the Main Source’s "Live at the Barbeque," a 17-year-old, chip-toothed MC named Nasir "Nas" Jones was crowned a prophet. His silk-smooth delivery and poetic rhymes on the 1991 jam were reminiscent of hip-hop greats like Kool G Rap and Rakim.
The verse — which included the line "Verbal assassin, my architect pleases. When I was 12, I went to hell for snuffin’ Jesus" — bestowed heavy expectations on the Queens native. While Nas was discovered by Main Source’s Large Professor, the young MC was soon drawing the attention of music label heads who wanted to ink a deal with the emerging artist.
"I must have rewinded that [verse] like a hundred times," former 3rd Bass rhymer MC Search said in the 2014 documentary Nas: Time Is Illmatic. "This Main Source album is brilliant, but who’s that kid? It almost felt like within a week, everybody wanted to know who that guy was."
Through Nas’ connection with Search, he found a home at Sony Music’s Columbia, and notched another memorable verse on 1992’s "Back To The Grill." But on April 19, 1994, Nas delivered the greatest debut in rap history: Illmatic.
Thirty years later,. Nas’ masterful stroke of poeticism and the gritty boom-bap loops on songs "It Ain’t Hard to Tell," "The World Is Yours," and "N.Y. State of Mind" still resonate. The album also revived the fleeting dominance of NY rap, and unexpectedly inspired other rappers to release albums with their baby pictures on the cover. Its influential power, and the amalgam of musical forces that threaded the album together, made Illmatic one of the definitive East Coast rap albums of the golden age. Few hip-hop albums have been as widely heralded for as long as Illmatic.
The landmark project chronicled Nas’ life growing up in the Queensbridge housing projects while helping restore the influence of East Coast rap on a now bicoastal scene. By '94, the West coast was taking the reins for the first time in the genre’s history. In Southern California, Dr. Dre’s The Chronic and Snoop Dogg’s Doggystyle popularized G-funk, which soon permeated the airwaves and topped the Billboard charts. Alternative West Coast acts like Oakland's Souls of Mischief and South Central's the Pharcyde were also establishing firm ground.
The mecca of hip-hop was no longer atop the leaderboard, but with his first full-length release, Nas was inspired to reclaim New York’s dominance and rekindle Queenbridge’s spark from the late 1980s. "I had to represent," Nas said in a 2019 interview with Drink Champs. "The pressure was on the borough and my project. And just getting into the game, you had to have something to say, so I definitely had to push the pen hard because, if not, it would’ve never [flown]."
Queensbrige is home to the largest housing project in the U.S., and birthed pioneers like MC Shan, Marley Marl, and the fearsome Juice Crew. They fell to South Bronx’s KRS-One and the Boogie Down Productions collective in the infamous "Bridge Wars," which left the Long Island City section seeking a new heir. And Nas, inspired by the lyrical warfare, took up the mantle.
Nas and Large Professor hired legendary producers DJ Premier, Pete Rock, Q-Tip, L.E.S, and others to work on Illmatic. They set the sonic lines, and Nas filled the gaps in spoken word form.
Read more: A Guide To New York Hip-Hop: Unpacking The Sound Of Rap's Birthplace From The Bronx To Staten Island
From their first studio session together, Q-Tip knew Nas’ skills were unlike any other he’d seen before. "You automatically knew," the A Tribe Called Quest legend (and fellow son of Queens) said in an interview with Red Bull Music Academy. "When Large Professor first played him for me, I heard him on the Live at the Barbeque,’ but then Large [Professor] played me his s— and I was like, ‘This dude is crazy, you know what I’m saying?’ I knew it was going to be the impact it was."
The project was a storybook of lived experiences, even down to the iconic album cover. Nas peeled back the layers of street violence, mass incarceration, and generations of disenfranchisement throughout the 10-track LP. "Memory Lane (Sitin’ in da Park)" and "One Time 4 Your Mind" transported listeners to the hardened corners of Queens, where the air was filled with marijuana smoke and the distant whispers from street hustlers.
On the Tri-State anthem "N.Y. State of Mind," Nas’ creative equilibrium was at full balance. In Time Is Illmatic, Nas said the song’s early placement on the LP was intentional. He knew it would "bring [listeners] to hell and back."
"One Love" captured the pain of incarceration, with Nas’ descriptive story of distrust and heartbreak overlaying a chillingly euphoric beat. The AZ-assisted "Life’s a Bitch" is a celebratory toast to survival, and "It Ain’t Hard to Tell" is a masterful showcase of braggadocious rap.
The topics that I talk about were topics that were around before ‘Illmatic’; streets, social economic status, people’s struggles," Nas told Clash magazine. "I just told it crazy real, and it just talks about how to live in the circumstances and goes beyond, dreaming at the same time. Never just stay in the situation that you’re in."
The album was showered with praise upon release, with the Source blessing the album with a highly-coveted five-mic review. The rare score was administered by former Hot 97 radio personality and then-Source intern Minya Oh, who declared it one of the best albums she had ever heard. "Lyrically, the whole s— is on point. No cliched metaphors, no gimmicks. Never too abstract, never superficial."
The rave responses didn’t initially translate to album sales. Ilmatic debuted at No. 12 on the Billboard 200, only selling around 60,000 copies in its first week. The low sales were attributed to pre-Internet leaks, with renderings of Illmatic in circulation up to a year before its official release date, according to Clash. The standout singles also failed to scratch the charts.
Illmatic eventually sold more than two million copies, but the underwhelming start surprised DJ Premier. "We knew it was going to be that big of a deal, that’s why I never understood why it didn’t go like super platinum quick," Premier said to Mass Appeal. "I thought it was going to be super fast and it didn’t. I thought this one was going to be a big platinum album."
But three decades after its release, Illmatic influenced several generations of rap stars and retained its status as one of the best albums in rap history. In 2020, Rolling Stone ranked the album no. 44 on its list of the 500 greatest albums of all time.
Large Professor, who continued to work with Nas on later albums, said Illmatic is a pillar of hip-hop history. "It’s one of the roots of the tree of hip-hop because a lot of styles came from that. A lot of rhyme styles. He got people thinking outside of the norm," the producer said to HipHopDX in 2014. The stuff that he was rhyming was just crazy, man. But, it’s definitely one of the roots that hold the tree of hip-hop up strong."
Nas’ contributions has placed him among the best MCs of all time, and justifiably so. He’s continued to deliver No. 1 albums and hit singles throughout the decades, and scored his first GRAMMY Award for Best Rap Album in 2021 after more than a dozen nominations.
While Nas no longer listens to Illmatic and avoids celebrating the project, telling Haute Living that it’s "corny" to continue championing one album when he’s done so many others. But fans’ continued admiration for the album proves that his early goals were met. The reputation of East Coast rap and Queensbridge was restored, and Nas’ legacy will forever be immortalized. Mission accomplished, Esco.
'Run-DMC' At 40: The Debut Album That Paved The Way For Hip-Hop's Future