Supreme Music Asks Niko BACKSPIN: And What About Music?

When Kat Wyeth from Supreme Music asked Niko Backspin: "And what about music?", he was all-in! And very quickly it became obvious, that the impact of music goes beyond entertainment for him!

Music educates, it empowers, it unites. It gives people a reason to believe, to express, to push for change. For Niko, Hip-hop especially.

Q>Please tell us your name and what you do professionally.

Niko> My name is Niko BACKSPIN. For over 25 years, my life has revolved around Hip-Hop. As the owner of BACKSPIN, the oldest Hip-Hop media brand in Germany, I have dedicated myself to representing and shaping the culture I love in all its facets. Over the years, I have played a key role in the global Hip-Hop scene and built a strong reputation within the industry. In the past two decades, I have worked closely with countless artists, brands, and media projects within the global Hip-Hop culture. My expertise lies in creating authentic connections between Hip-Hop culture, sports, gaming, and commercial projects. In 2023, I joined the Serviceplan Culture as a managing partner and chief cultural officer. 

Q>Can you tell us about your first truly memorable musical experience and how it impacted you? Why do you remember it so clearly?

Niko> One of my earliest and most defining musical experiences was the first time I heard Public Enemy’s It Takes a Nation of Millions to Hold Us Back. It was loud, unapologetic, and carried a raw urgency that immediately grabbed me. The hard-hitting beats, the politically charged lyrics, and the revolutionary sound were unlike anything I had ever encountered before. Around the same time, Run-D.M.C. showed me the power of stripped-down production and hard-hitting rhymes, blending Hip-Hop with rock in a way that felt bold and unstoppable. It wasn’t just music—it was a movement, a statement, something bigger than just sound. That moment ignited my passion for Hip-Hop, not just as a listener but as someone who wanted to dive deeper into the culture and share its stories.

Q>Give us an insight into the most memorable project you executed musically and how?

Niko> One of the most unforgettable projects I worked on was the documentary series “Back to Tape” together with Porsche, exploring the influence of Hip-Hop in different countries. Traveling to various cities worldwide, I interviewed local artists, producers, and cultural figures to understand how Hip-Hop had adapted and evolved in different environments. It was fascinating to see the global impact of the genre, from Berlin to New York to London and Barcelona, and how artists infused their own cultural heritage into Hip-Hop while maintaining its core principles of storytelling, rhythm, and resistance.

Q>What's the most unexpected place or situation where you've found inspiration for a music or sound approach?

Niko> One of the most unexpected places where I've found inspiration for a music or sound approach was during a visit to the Hip Hop Therapy Studio at Mott Haven Community High School in the South Bronx, New York. This program, led by J.C. Hall, integrates hip hop culture into therapeutic practices to support at-risk youth. Observing how students utilized hip hop elements—such as rap, beat-making, and lyric writing—to express their emotions and experiences was profoundly inspiring. The raw authenticity and creativity they displayed encouraged me to explore incorporating personal narratives and unconventional therapeutic settings into my own music production process. This experience highlighted the transformative power of music and its ability to foster healing and self-expression, even in the most unexpected environments.

Q>What topics or movement in the world of music do you not like?

Niko> One trend I find problematic is the increasing commercialization of Hip-Hop in a way that prioritizes virality over substance. While social media and streaming platforms have democratized music distribution, they’ve also created an environment where trends can overshadow artistry. Many artists feel pressured to create music that aligns with algorithm-driven engagement rather than telling their authentic stories. Additionally, the glorification of certain negative aspects—whether excessive materialism or manufactured controversy—sometimes dilutes the powerful, socially conscious roots of Hip-Hop. The balance between mainstream appeal and artistic integrity is something I always advocate for in my work.

Q>In what ways do you think AI is helping in your role and do you see any pitfalls?

Niko> AI is a game-changer in many aspects of music journalism and Hip-Hop culture. From transcription tools that speed up interviews to data-driven insights that predict trends, AI makes my work more efficient. However, there’s a fine line. Hip-Hop is built on authenticity, personal experiences, and cultural narratives—things AI can’t replicate. There’s also the risk of over-reliance on algorithms to determine what’s ‘hot,’ which can stifle organic, grassroots movements that have always been the backbone of Hip-Hop.

Q>Making music in 2055 will be like _________. And who will be the stars of tomorrow and how will they be discovered?

Niko> Making music in 2055 will be like navigating a virtual ecosystem where artists create immersive, multi-sensory experiences beyond just sound. The future of Hip-Hop will likely involve AI-driven production, holographic performances, and direct artist-to-fan interactions through blockchain technology. The next generation of stars won’t be discovered through traditional label deals but through decentralized platforms where fans play a crucial role in shaping an artist’s career. However, no matter how technology evolves, authenticity, storytelling, and cultural impact will remain the key to lasting success.

Q>What should we have asked you that we didn’t ask?

Niko> You could have asked: How has Hip-Hop journalism changed over the years, and where is it headed? My answer: With social media, AI, and streaming platforms, Hip-Hop journalism has evolved from traditional print and TV formats to real-time, multi-platform storytelling. While bite-sized content dominates, in-depth journalism is still essential. The challenge moving forward is balancing instant accessibility with meaningful storytelling to keep the essence of Hip-Hop journalism alive.