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Goin' Off: The Story of the Juice Crew Cold Chillin' Records
As Hip-Hop first exploded throughout New York City’s boroughs and surrounding towns, a new generation was emerging—the first to be raised on the genre. At the center of it all was a collective known as the Juice Crew, led by the charismatic radio personality Mr. Magic, whose Rap Attack was the first program of its kind on a commercial station. His DJ/engineer Marley Marl pioneered production techniques that defined the golden era of Hip-Hop and formed the basis of Cold Chillin’ Records, which was founded in 1986 by Len Fichtelberg and Tyrone Williams.
Goin’ Off chronicles the rise and fall of Cold Chillin’ and its partnership with Warner Bros. Records. It follows the careers of the label’s recording artists through first-hand accounts of industry players, producers, MCs, and DJs: Roxanne Shanté was a fourteen-year-old battle rapper who spawned the diss record; MC Shan engaged in a legendary cross-borough feud with KRS-One; Kool G Rap was a foundational participant in what the media dubbed “gangsta rap”; Big Daddy Kane’s quick-witted lyricism changed the way people rhyme; the collegiate Masta Ace sought to uplift his community during the height of the crack epidemic; The Genius (aka GZA) co-founded the rap dynasty Wu- Tang Clan; and the enigmatic Biz Markie had the world singing along to his hit anthem “Just a Friend.” Plagued by corporate censorship and a landmark sample-related lawsuit in the 1990s, Cold Chillin’ folded, leaving behind a legacy shrouded in controversy and a catalog that influenced multiple generations of rap artists.
Goin’ Off chronicles the rise and fall of Cold Chillin’ and its partnership with Warner Bros. Records. It follows the careers of the label’s recording artists through first-hand accounts of industry players, producers, MCs, and DJs: Roxanne Shanté was a fourteen-year-old battle rapper who spawned the diss record; MC Shan engaged in a legendary cross-borough feud with KRS-One; Kool G Rap was a foundational participant in what the media dubbed “gangsta rap”; Big Daddy Kane’s quick-witted lyricism changed the way people rhyme; the collegiate Masta Ace sought to uplift his community during the height of the crack epidemic; The Genius (aka GZA) co-founded the rap dynasty Wu- Tang Clan; and the enigmatic Biz Markie had the world singing along to his hit anthem “Just a Friend.” Plagued by corporate censorship and a landmark sample-related lawsuit in the 1990s, Cold Chillin’ folded, leaving behind a legacy shrouded in controversy and a catalog that influenced multiple generations of rap artists.
304 pages, Paperback
Published November 5, 2019
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August 28, 2025
"Goin' off" is one of the most enjoyable and essential books I've ever encountered and author Ben Merlis deserves a ton of credit for putting together the oral histories which make up the bulk of the book. Mostly, he lets the participants do the talking while providing background that gives the book a highly entertaining flow.
Interviewees such as Big Daddy Kane, Kool G Rap, Marley Marl, Masta Ace and many more give a first-hand tour of the growth of rap from its earliest days to the rapid innovations of the mid- to late 1980s, to its acceptance by giants like Quincy Jones, Patti LaBelle and Miles Davis, to its current place in the pop music ecosystem. Merlis also includes insights from the record company executives and in doing so, the book becomes a fascinating, sometimes hilarious, sometimes tragic, glimpse into the business side.
While the text is occasionally marred by typesetting errors, overall this book should fascinate anyone interested in the history of pop music, especially the growth of rap as a genre and cultural force. But it also offers personal insights into New York and American history and the conditions that gave rise to these artists and performers who changed popular music forever.
Interviewees such as Big Daddy Kane, Kool G Rap, Marley Marl, Masta Ace and many more give a first-hand tour of the growth of rap from its earliest days to the rapid innovations of the mid- to late 1980s, to its acceptance by giants like Quincy Jones, Patti LaBelle and Miles Davis, to its current place in the pop music ecosystem. Merlis also includes insights from the record company executives and in doing so, the book becomes a fascinating, sometimes hilarious, sometimes tragic, glimpse into the business side.
While the text is occasionally marred by typesetting errors, overall this book should fascinate anyone interested in the history of pop music, especially the growth of rap as a genre and cultural force. But it also offers personal insights into New York and American history and the conditions that gave rise to these artists and performers who changed popular music forever.
Displaying 1 of 1 review