After an acrimonious split from N.W.A., Cube released AmeriKKKa's Most Wanted on May 16, 1990. The album was primarily produced by Public Enemy's production team The Bomb Squad. A critical and commercial success, it remains one of the defining hip hop albums of the 1990s.

'Cause me and Allah go back like cronies
I don't got to be fake cause he is my homie
If I sell a little crack ain't nothin' to it
Gangsta rap made me do it

Ice Cube and N.W.A. began to define the Los Angeles hip hop scene in the mid 1980s--shortly after the Raiders moved from Oakland to L.A. In Ice Cube's installment of ESPN's 30 for 30 series, he explains that N.W.A. felt a connection with the rough-around-the-edges Raiders. The group decided to pay homage to their favorite football team by donning their gear, which consequently led the Oakland Raiders to become emblematic of the emerging L.A. hip hop scene. In 2009, Cube released a tribute song, "Raider Nation".

Cube appointed Yo-Yo, a female rapper and guest on the album, to head his record label and helped produce her debut album Make Way for the Motherlode. Much of Yo-Yo's music advocates for female empowerment and denounces the frequent sexism and misogyny in hip-hop music. She dubbed her crew the IBWC, for the Intelligent Black Woman's Coalition.

In the Google Autocomplete Interview, Ice Cube says: "My favorite movie is Jaws. I love Jaws because it is to me the perfect movie: Adventure. Popcorn. Scary. Cool. It's everything wrapped into one."

He launched Big3, a 3-on-3 basketball league that originally featured former NBA players. The rules enforced in Big3 games contain major deviations from the official rules of 3-on-3 basketball as administered by FIBA. In January 2020, Big3 announced its rule set would be the core of a new basketball variant called "Fireball3".