In February 1990, the British band EMF found themselves on a whirlwind journey from London to Los Angeles. Their mission was simple: clear a sample for their debut single, “Unbelievable.” What they didn’t anticipate was that a series of bizarre encounters—including a brush with comedian Andrew Dice Clay and a chance lunch with legendary producer Rick Rubin—would help propel the track to become one of the most iconic hits of the 1990s.
A Cultural Moment in the Making
“Unbelievable” arrived during a unique cultural window where hip-hop was rapidly infiltrating the mainstream. For the members of EMF, who were avid fans of the genre, the process of clearing samples from Def Jam was less of a bureaucratic hurdle and more of an exciting creative endeavor. Principal songwriter Ian Dench recalls the era as one of immense musical openness, where indie disco clubs in Britain seamlessly blended the sounds of The Smiths with the cutting-edge hip-hop of Public Enemy and De La Soul.
The song’s signature sound was built on a foundation of classic breakbeats, specifically a loop from The Soul Searchers’ “Ashley’s Roachclip,” which had already gained fame through Eric B. and Rakim’s “Paid in Full.”
The L.A. Connection
The band’s trip to Los Angeles was marked by surreal moments that would define the track’s legacy. The song famously features a sample of Andrew Dice Clay’s trademark “Oh!”—a sound bite that proved difficult to secure. Band members Zac Foley and Derry Brownson spotted the comedian leaving the Comedy Store and attempted to approach him, only to be met with a dismissive gesture and a rolled-up window.
Fortune favored them the following day, however, when they encountered Rick Rubin at The Rainbow on Sunset. Dench recalls the interaction fondly: “So I politely explained the situation in between gushing about his brilliant records.” Rubin, proving to be a true professional, instructed them to send a fax to his office, and the sample was cleared by the next day.
The Legacy of Zac Foley
Central to the song’s success was the late bassist Zac Foley, whose driving bassline provided the track with its infectious energy. Dench remembers Foley as a “naughty, wickedly funny, rebellious prince” of a man. His contribution, alongside the band’s collective enthusiasm for the burgeoning West Coast sound, helped bridge the gap between their indie roots and the global pop charts.
Recording the Hit
The recording process was as humble as the band’s beginnings. Tracking at Gooseberry Studios in South London, the band famously dealt with a microwave mishap involving an exploding egg, a testament to their DIY spirit. Despite the chaos, the band captured the magic in just two vocal takes from frontman James Atkin. Reflecting on the song’s enduring popularity, Dench notes that they never tire of playing it: “Watching folks grooving away with smiles on their faces is what this is all about.”