The first in-depth biography of The Black Eyed Peas exploring their rise from back-street gangsta rap to globally famous group.
Now will.i.am, apl.de.ap, Taboo and Fergie have taken their music into the mainstream while retaining their original hip hop attitude. Their rise was inexorable but it was a rocky journey at times. Performing as Atban Klann, will.i.am and apl.de.ap suffered a setback when their Eazy E label boss died in 1995 so cancelling the release of their first album. Personnel changes followed but The Black Eyed Peas finally jelled with the addition of Taboo and Fergie and a group of surrounding musicians.
Since their breakout album Elephunk in 2003, the group's pop/dance-oriented style has sold an estimated 15 million records worldwide. Their latest studio album, the beginning, was released in November 2010, confirming them as a worldwide pop music brand. To date, the Black Eyed Peas have sold close to 50 million records and bagged six Grammy Awards.
Author Darryl Easlea reveals the marketing strategy of the group in the noughties and explores the various extra-curricular projects by the core members, from will.i.am's production ventures and Fergie's solo endeavours to Apl.de.ap's community work in the Philippines. The rise of The Black Eyed Peas continues, and this is the story of how it all came about.