In 1990, he formed his own record label, Street Knowledge, whereby a musical associate via the rap group Public Enemy introduced him to the Nation of Islam (NOI). Ice Cube converted to Islam. Although denying membership in the NOI, whose ideology often rebukes whites and especially Jews, he readily adopted its ideology of black nationalism, familiar to the rap community. Still, he has claimed to heed his own conscience as a "natural Muslim, 'cause it's just me and God". Questioned in 2017, he said, in part, that he thinks "religion is stupid". He estimated, "I'm gonna live a long life, and I might change religions three or four times before I die. I'm on the Islam tip—but I'm on the Christian tip, too. I'm on the Buddhist tip as well. Everyone has something to offer to the world."