This post originally appeared on The Lab NYC

As one of television’s most respected news personalities, music aficionados, and award winning authors, who else could give us a more in depth look at the legendary Prince the, MSNBC’s Touré?  His new book “I Would Die For You” is perhaps the most in depth and detailed look at the building of the icon that is Prince ever written.   Touré is the co-host of The Cycle which airs on MSNBC weekdays at 3pm and the author of “Who’s Afraid of Post-Blackness? What It Means To Be Black Now,” which was named one of the Most Notable Books of 2011 by the New York Times and the Washington Post. It was also nominated for an NAACP Image Award for Outstanding Literary Work of Non-Fiction. He has published three previous books and is currently at work on a book about Prince which will be published in 2013. He is also co-writing the autobiography of the legendary rapper Nas. He is also a columnist for

A great synopsis of what to expect from “I Would Die For You” from Amazon:

“Celebrated journalist, TV personality, and award-winning author Touré investigates one of the most enigmatic and fascinating figures in contemporary American culture:


Drawing on new research and enlivened by Touré’s unique pop-cultural fluency, I Would Die 4 U relies on surprising and in-depth interviews with Prince’s band members, former girlfriends, musicologists, and even Bible scholars to deconstruct the artist’s life and work.

Prince’s baby boomer status allowed him to play a wise older brother to the latchkey kids of generation X. Defying traditional categories of race, gender, and sexuality, he nonetheless presents a very traditional conception of religion and God in his music. He was an MTV megastar and a religious evangelist, using images of sex and profanity to invite us into a musical conversation about the healing power of God. By demystifying the man and his music, I Would Die 4 U shows us how Prince defined a generation.”

Here “The King Of Kamelot” sits down #InTheLab with the incredible Touré to talk about his new book “I Would Die For You”, how Prince was a branding genius, the evolution of Prince’s music, his understanding of Generation X to mold his band and image, his parental background and childhood, and so much more!

Here are some of Touré’s recent National TV Appearances on NBC’s Today, and MSNBC’s The Cycle and Morning Joe:

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