Kwae Shares His Take on Ice Cube, Hip-Hop Media and the Need for “Real Music”

Emerging artist Kwae recently joined WorldWide Entertainment TV for a conversation about Ice Cube, online hip-hop media, regional culture, artist visibility and the meaning behind his NCA identity.

The discussion followed Ice Cube’s response to YouTube commentator Dejon Paul, who criticized the veteran rapper’s continued presence in hip-hop and questioned whether newer Los Angeles artists were receiving enough attention.

Kwae said he does not necessarily view Ice Cube as gatekeeping.

“I don’t feel like he be gatekeeping,” Kwae explained, pointing to Ice Cube’s work beyond music, including his films, the Friday franchise and the Big3 basketball league. He added that he would need to hear Ice Cube’s full perspective before making a definitive judgment.

The conversation also examined whether online personalities understand the artists and cities they discuss. Kwae noted that local music scenes often have their own histories, relationships and politics that outsiders may not immediately understand.

“You can move around in your city, but you go around to another city—you can’t move like how you move in your city,” he said.

Do artists still need media?

Kwae believes media remains important for emerging artists, even in an era where musicians can communicate directly with fans through social media.

“For sure,” he said. “Cause if ain’t nobody talking about you, who’s gonna hear about you?”

At the same time, Kwae acknowledged that artists may respond differently when media personalities criticize or misrepresent them. For some artists, controversy can become part of the brand and even create additional opportunities.

“Sometimes the media be going in on you,” he said. “But it’s media.”

Kwae explained that artists can sometimes turn negative attention into music, branding or conversation. However, he emphasized that the impact depends on the individual artist and the strategy behind their response.

“We’re missing the mystery”

Kwae also reflected on how social media has changed the way audiences experience artists.

He compared today’s environment with earlier eras, when fans knew much less about performers such as Michael Jackson or SWV. Before social media and constant access, audiences were often left wondering what their favorite artists were really like.

“Now we got like whole documentaries just telling you the whole story,” Kwae said. “I feel like we’re missing the mystery.”

He acknowledged that visibility works differently for different artists. Some performers benefit from being constantly present, while others may lose part of their appeal when audiences see too much of them.

“If they’re too much in the light, it gets watered down,” he explained.

The meaning behind Kwae and NCA the World

Kwae revealed that his stage name comes from his real name. He changed the spelling from a “Q” to a “K” and developed it into a distinct character while still maintaining a connection to his original identity.

He also explained that NCA the World represents a brotherhood formed with friends during high school.

“It’s just a brotherhood,” Kwae said. “Something we just stay true to so we don’t really forget where we came from.”

When asked whether NCA represented a crew, movement, mindset or identity, Kwae answered, “All of the above.” He clarified that it is not a gang, but rather a bond and philosophy that helps keep the group grounded.

Bringing real music back

 

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Kwae described his musical purpose as a return to what he considers “real music”—music built around lyrics, flows, melodies and culture.

“I feel like I’m bringing the realness back to it,” he said. “Where the flows, where the melodies, where the culture at with it.”

For Kwae, the goal is not simply to release music, but to take time with the craft and allow listeners to connect with the stories in his lyrics.

As he continues building, Kwae says he wants audiences to discover the music and decide for themselves what the songs represent.

His full conversation with WorldWide Entertainment TV covers Ice Cube, hip-hop media, regional music politics, the loss of mystery in the social-media era, NCA the World and his vision for bringing greater authenticity back to music.