During the 90's the climate of hip hop was changing in many ways. The music was funk inspired with tales about life and societal woes. As music evolved James fostered a persona based on socially conscious ideology interlaced with storytelling elements including visual narratives. His music was greatly influenced by groups like Public Enemy, The Coup, Rage Against the Machine, KRS One, Ice Cube, Dr Dre, Eminem, Cypress Hill, Nas, Tupac and Outkast among others. James Makes music full of elaborate stories and image driven song construction. James Produces most of his own music and incorporates classic alliteration with a complex multi syllable phrase rhyme structure.