Kanye West, Rick Rubin Thank Tribeca Disruptive Innovation Awards For Roland 808s Honor: Watch

Rick Rubin

The pair teamed to create an unusual thank-you video that will be shown at the ceremony.

Kanye West and legendary producer Rick Rubin will be honored with the Roland 808's award for their contributions to hip-hop during the Tribeca Disruptive Innovation Awards, to be held April 25 at the NYU Skirball Center for Performing Arts.

The Roland 808s honor recognizes the use of the groundbreaking 808 Drum Machine, which become a staple in hip-hop, helping mold the sound of the musical genre. Rubin co-founded Def Jam Records and in his storied career has also worked with the likes of Beastie Boys, LL Cool J, Public Enemy, Run–D.M.C. and West. And fittingly, West's fourth album was titled "808's & Heartbreak."

Rubin and West teamed with producer Mark Romanek to create a thank-you video (watch below) for receiving the Roland 808's award, which will premiere during the awards ceremony. In the artfully comical clip, which splices Pink Floyd's "The Wall"-like images with other vintage movie footage, Rubin and West offer a special thanks in subtitles.  

"Kanye and I would like to give thanks on behalf of the Roland TR-808 drum machine," says Rubin, whose muted voice is replaced with that of another language. "It continues to be responsible for new music some thirty years after its release and discontinuation."


THE BILLBOARD BIZ
SUBSCRIBER EXPERIENCE

The Biz premium subscriber content has moved to Billboard.com/business.


To simplify subscriber access, we have temporarily disabled the password requirement.