Roland TR-808 — Rick Rubin & Kanye West

Rick Rubin and Kanye West are accepting on behalf of the Roland TR-808 Drum Machine.

photo courtesy of Annabel Mehran

photo courtesy of Annabel Mehran

“One of the most influential producers in the history of pop music.”

— Interview Magazine

As one of the most widely accomplished record producers of the past 25 years, Rick Rubin is also one of music’s biggest fans, a quality often times lost in the commerce of the record industry.  Whether he is working with an artist in his capacity as a producer, or overseeing a record label, Rubin is guided by the principles of common sense, be the best you can be, and keep it about the music.  If an album has commercial success, that’s a bonus.

Rubin doesn’t read music, does not operate a recording console, and he may spend more time working closely with an artist in pre-production than in the studio.  His approach is very specific to the individual artist and not based on a template, consequently his methods of producing a record can be considered unconventional and easily misunderstood.  His goal is not to make a target album release date or to focus on insuring a certain number of radio-friendly singles.  As he told one writer, “I try to get the artists I work with into the mind-set that they’re not writing music for an album…they’re writing music because they’re writers and for the love of what they do.” Possibly unorthodox, but it’s hard to find fault with someone who has produced critically-acclaimed and multi-Platinum albums in just about every musical genre – rock, country, soul, pop, hip-hop, and metal.  His credits include Kayne West, Adele, Eminem, Black Sabbath, Jay-Z, Ed Sheeran, LL Cool J, Kid Rock, Slayer, and the Beastie Boys.  His aesthetic range is essentially limitless.

Rubin has been nominated and taken home the Grammy Award for Producer of the Year several times for his work with the Red Hot Chili Peppers, the Dixie Chicks, Neil Diamond, Metallica, Tom Petty, Justin Timberlake, and the late Johnny Cash.  He has also been awarded countless other Grammys in categories such as Album of the Year, Record of the Year, Country Album of the Year, Rock Album of the Year, Contemporary Folk Album, and Best Metal Performance.

Twitter – @RickRubin
Facebook – Rick Rubin
For more information on Rick Rubin please visit his artist page



Kanye West is a musician, producer, artist, author and designer. He has sold over 32 million albums and over 85 million digital tracks worldwide. Over the course of his career, he has had six consecutive #1 albums and seven #1 singles, along with scores of radio hits and millions of concert tickets sold worldwide. West has garnered 54 Grammy nominations and has won 21 Grammys, along with numerous other awards and accolades. He is among the most acclaimed and decorated artists of the past decade.
A multi-discipline design and content company, Kanye West’s DONDA saw its early beginnings seeded by the 2009 footwear collaboration with fashion house Louis Vuitton. That collaboration spurred demand for Mr. West’s design sensibilities with fashion and apparel brands around the globe, including Nike, Adidas and Parisian brand A.P.C. Mr. West officially branded DONDA in 2011 with the groundbreaking packaging and tour design for Watch The Throne. The following year, DONDA conceptualized and introduced an immersive new way to experience cinema: the 7-Screen Surround Vision experience in Cannes, France. The short film Cruel Summer, a visual companion to the G.O.O.D. Music album of the same name, employed the new techniques in both filming and viewing.

In 2013, DONDA oversaw the concept and design for Mr. West’s minimalist YEEZUS album packaging and groundbreaking global launch, including a guerilla-marketing campaign, the “New Slaves” projections. DONDA is at the center of concept, design and production of Mr. West’s lauded concert experience, the YEEZUS TOUR. DONDA has designed and produced album packaging, staging, music videos and content for Lil Wayne, 2 Chainz, Big Sean, Pusha T and more.

Twitter – @kanyewest
Facebook – Kanye West
Website –

Select Publications:

Consequence of Sound



The Awl

2014 Acceptance Speech Video:

Rubin and West, unable to attend this year’s ceremony in person, created a disruptive acceptance video

also featured in:

Rolling Stone
E Online

BBC Radio 1 Stories 808 Documentary:


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