The whole “conscious hip-hop” brand chafes the Roots at times. “I really hate putting the Roots on the level that people think that they are supposed to be the ‘smart rap group,’ or the ‘pretentious rap group,'” ?uest tells Lynell George of the Los Angeles Times. “Shift is the most important element, I feel, to the Roots. And that’s what I want people to start understanding. I know we are all things to all people.” The full story at northjersey.com has since been removed.