De La Soul formed while the trio -- Posdnuos (born Kelvin Mercer, August 17, 1969), Trugoy the Dove (born David Jude Jolicoeur, September 21, 1968), and Pasemaster Mase (born Vincent Mason, March 27, 1970) -- were attending high school in the late '80s. The stage names of all of the members derived from in-jokes: Posdnuos was an inversion of Mercer's DJ name, Sound-Sop; Trugoy was an inversion of Jolicoeur's favorite food, yogurt. De La Soul's demo tape, "Plug Tunin'," came to the attention of Prince Paul, the leader and producer of the New York rap outfit Stetsasonic. Prince Paul played the tape to several colleagues and helped the trio land a contract with Tommy Boy Records.
Prince Paul produced De La Soul's debut album, 3 Feet High and Rising, which was released in the spring of 1989. Several critics and observers labeled the group as a neo-hippie band because the record praised peace and love as well as proclaiming the dawning of "the D.A.I.S.Y. age" (Da Inner Sound, Y'all). Though the trio was uncomfortable with the hippie label, there was no denying that the humor and eclecticism presented an alternative to the hardcore rap that dominated hip-hop. De La Soul quickly were perceived as the leaders of a contingent of New York-based alternative rappers which also included A Tribe Called Quest, Queen Latifah, the Jungle Brothers, and Monie Love; all of these artists dubbed themselves the Native Tongues posse.
We are proud to announce that we have teamed up with legendary blogger Rob Heppler for blog postings on our site. Rob is most known for creating the voice of street culture WEEKLY DROP, designing the Coraline and Lobster Nike Dunks, writing for HypeBeast, and for being in prison for a long time. Check out his daily postings at blog.mltd.com.
Also, we're continuing to build on our Moose Riders Street Team. If you're interested in helping promote our store plus earning some money, definitely email us with a brief explanation of why you fit to: promotions@mltd.com.
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