"Come In, We're Awesome," reads the sign that greets visitors to On Some Shit, a hip Melrose clothing store that caters to BMX lifers and hip-hop heads in Los Angeles, selling everything from hoodies to biking gear.The shop projects a rough, edgy vibe, but the real magic happens in the backroom, where owner Adam Grandmaison is quickly transforming himself into a major rap tastemaker, one blunted, in-depth interview at a time.In his teens, he'd get arrested for fighting and graffiti.
And to make sure he wouldn't be tempted, he got tattoos.
"A big part of me was like, ' You know what, you can just go get a job and do all the normal stuff,'" he recalls thinking.
But at this moment, Grandmaison is mostly just very hungover.
It's a warm Sunday afternoon in June and he's about to record his latest episode of the No Jumper podcast.
It's now a few days later, and Grandmaison is absentmindedly playing with a kendama while chilling on On Some Shit's patio.
He's pondering why he's been able to maintain a seemingly inexhaustible interest in new hip-hop when so many other folks his age are letting their tastes calcify. I never really had to do anything that I didn't want to do." Raised in Nashua, New Hampshire by a librarian mother and social worker father, Grandmaison latched onto hip-hop at an early age, falling under the sway of Dr. "Snoop Dogg was when I first realized, ' Oh, there's this whole huge subculture within hip-hop,'" he says.Dismissively, Grandmaison announces, "This is, like, all rappers that, at various points over the last 10 to 20 years in their careers, have dissipated into nothing.Now they're coming together and trying to act like anybody gives a fuck." He yawns and clicks off the track.When Rosenberg arrives, he's treated with warm hugs and fist-bumps.The admiration is mutual: As Rosenberg sits down at the interview table, he explains to Rolling Stone that he views Grandmaison as an advance scout searching for combustible new talent."But I decided I'd rather go to jail and fucking take all this crazy risk.