Welcome to Nofinity

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• Rick Rubin describes how Jay-Z listened to the beat for 99 Problems, let it loop repeatedly, sat in the back mumbling/humming for 20–30 minutes, then went into the other room and recorded the first verse in just three takes. No written lyrics, everything was composed in his head.
• Jay-Z’s process is unique: unlike other rappers, he never writes physically but shapes words and flow internally, like a saxophonist improvising a solo.

• “Indefensible” is a positive term for Rubin – it means pushing things to extremes beyond reason and expectations. Only through this can revolutionary works emerge.
• Rubin stresses: Creativity is beaten out of us over our lives – by school, rules, and comparison. Instead, we should express ourselves freely and follow intuition (or “the universe”).
• Comparisons are pointless: Michael Jackson vs. Prince, Kanye vs. Drake – each artist has a unique perspective. It’s not about better or worse, but authentic self-expression.

• Rubin has meditated (Transcendental Meditation) since age 14. He meditates 20 minutes twice daily – often with artists like Tom Petty, Johnny Cash, or Red Hot Chili Peppers before sessions.
• Meditation helps him see beneath the surface and connect with a deeper, intuitive level. For him, it’s the key to creativity and self-knowledge.

• Rubin distinguishes four phases: Seed, Experimentation, Crafting, and Completion/Editing. Only when the work is nearly finished should a deadline be set.
• No pressure on art: Don’t let commercial expectations drive you. True greatness comes from doing what you love and offering it as a “gift to the universe.”
• Examples of “miracles” in the studio: Johnny Cash’s debut album recordings were originally just tests in the living room – they turned out better than the studio versions.

• Rubin himself experienced a severe depressive episode in his early 30s after a mentor was forced out. He felt like he had been shot with a poison arrow, had panic attacks, and couldn’t sleep. Therapy and antidepressants helped him.
• This taught him: Sometimes something needs to die – a career, relationship, or lifestyle – so something new can emerge. Suicidal thoughts often come from feeling trapped, but in reality you can hit the reset button and start a whole new life.
• “The soft overcomes the hard” – Rubin quotes the Tao Te Ching. Water drips on a rock and wears it away. Often non-action is the best action.

• Johnny Cash: Humble, quiet, deeply spiritual. Rubin learned humility and the power of silence from him.
• Tom Petty: The ultimate craftsman – everything had to be in time and in tune, every word intelligible. He worked two years on an album without hurry.
• Adele: She can sing a song 30 times in a row and nail it every time – like a throwback to 70s singer-songwriters. Authenticity is her hallmark.

• “The Creative Act: A Way of Being” (2023) – Rubin’s book on creativity as a life philosophy. It consists of 78 chapters (inspired by the 78 tarot cards).
• “The Book of HOV” (HBO documentary, Sept. 2024) – An eight-part series on Jay-Z, revealing the poet and lyricist behind the businessman. Intimate, unusually personal insights.

• “Don’t listen to what anyone tells you. Be true to yourself, work hard, never give up.”
• Most great artists are “ordinary people who made a decision” – like Eminem, who constantly writes to become better.
• Creativity starts with perspective: Go to museums, read old books, watch great movies. The best ideas often come from areas unrelated to your field.

Final question of the interview: Who would you call in a 60-second thank-you call? Rubin: His wife and child – they have changed his life and shown him the world with fresh eyes.