Intent on sharing more of what motivates the person behind will also go up close and personal on both BET ("Blueprint ")

his various alter egos- rapper, actor, business entrepreneur and MTV ( "Diary," "TRL" and "Life and Rhymes "). and philanthropist -Ludacris reassures that the witty, animated The "Release Therapy" marketing campaign was designed style and bouncy, Southern -fried tracks that took him to the with Ludacris' more mature tone in mind, says Phillana forefront of the Dirty South movement are still part of the mix. Williams, senior VP of marketing for the Island DefJam Music Thus, party- and girl -happy tracks like lead single "Money Maker" Group. "There's still the Ludacris that fans love, but now there's featuring Pharrell and "Girls Gone Wild" are tempered by more a side of him they've never heard before. Our marketing plan introspective songs like "Do Your Time," about the social im- reflects that. He is doing an amazing amount of promotion plications of incarceration, and "Freedom of Preach," Ludacris' because he's so committed to this album." conversation with God. One of the most emotional tracks is The night before this Billboard interview, he hosted an album "Runaway Love." Featuring Mary J. Blige, the song addresses listening party at Los Angeles hot spot Social Hollywood, one the sometimes overwhelming life pressures that many kids en- of several such events being staged in New York, Atlanta and dure, be it from peers or their family environment. other major markets. The "Release Therapy Coast -To- Coast" Other collaborators on the album include R. Kelly, Field Mob marketing campaign formally kicked off with a "Money Maker" DTP ACTS STRETCH OUT and Young Jeezy. Ludacris experiments musi- performance Aug. 31 on the MTV Video Music Intent Chaka cally as well, dabbling in pop and rock elements Awards. Also are on tap are appearances on Zulu and Jeff Dixon established the Atlanta -based produc- and an organ- driven southern blues feel. the Jimmy Kimmel and Ellen DeGeneres talk tion company in 1998. DTP has been making noise ever since. The rapper originally chose the title "Release shows plus a New York Times feature and a After flagship artist Ludacris signed with Def Jam South, Therapy" because his five -album deal with Def Source cover story. DTP placed several other acts on major labels -most notably Jam was up and he had the option of leaving. Rounding out the promo tour is a string of former DTP posse member Chingy, who scored a top 5 But ironically, as he notes, "It was also time for radio station whistlestops; major retail in- stores crossover hit with "Right Thurr" through Capitol. Renew- me to release as well. I'm really getting a lot of in New York and Los Angeles; a tie -in with Cin- ing its joint venture with Def Jam last year, DTP has since stuff off my chest [on this album]; something for this year's MTV gular Wireless for an Aug. 30 concert at New successfully segued into R &B (Bobby Valentino) and had a my career has been leading up to. You get to a Video Music Awards York's Hammerstein Ballroom; a 10 -city Axe - top 10 R &B /hip -hop album ( "Block Music ") by female rapper phase where you want to try new things." sponsored concert tour and a special Labor Day Shawnna. The longtime DTP member (she appeared on Lu- Staying fresh and relevant while evolving in a genre not weekend junket in Atlanta that will include radio and club vis- dacris' "What's Your Fantasy ? ") is the daughter of blues leg- known for longevity is tricky. But taking that gamble is some- its, a performance, a basketball tournament and a charity event. end Buddy Guy. And southern colleagues Field Mob thing Ludacris' co- manager, Chaka Zulu, has championed. Such a grind may seem more in keeping with a developing (DTP/Geffen) claimed a top 10 crossover single, "So What." "I pushed for this direction," recalls Zulu, who first met the act. However, nothing can be taken for granted these days In keeping with its motto, "We are just getting started!," rapper when both worked at Atlanta radio station WHTA in when it comes to music sales. Although Ludacris' last project, DTP is revving up nearly a half -dozen releases between now the mid -'90s. "People will pass over you if you don't make cer- 2004's "Red Light District," went double platinum according and 2007: tain statements. I wanted him to put people on notice -to slap to Nielsen SoundScan, it has sold less than his other albums Bobby Valentino: The suave crooner attracted a cache a few people on the wrist, get in their faces and open up. Now (see sidebar). Given the aggressive push and the current sales of female fans with the hit "Slow Down" from his DTP debut is the right time." climate, Dixon says they are aiming for "that pop radio /top 40 "Give Me a Chance." Sophomore set "Special Occasion" (Def Island DefJam chairman Antonio "L.A." Reid says Ludacris lock" and hope to sell more than 500,000 units the first week. Jam) lands in stores Nov. 7. is taking a worthwhile risk with "Release Therapy." "It's im- Ludacris' biggest debut, "Chicken *N *Beer," moved 430,000 Shareefa: Soulful with powerful pipes, this female R &B singer portant that he grow and change," Reid says. "It's funny. When first -week units; "Red Light" came in at 322,000. is already making moves on the Hot R &B /Hip -Hop Songs chart an artist takes a chance and it works, people say it's a won- Carl Mello, senior buyer for the Newbury Comics chain, with "Need a Boss," featuring mentor Ludacris. Her debut derful thing. If it doesn't, people say go back to what you do. says a robust first week is all but guaranteed. What happens album, "Point of No Return," (Def Jam) is due Oct. 24.

But you have to take the chance." after that will "depend on whether the single crosses over. It 1 -20: A street lyricist with an edgy swagger, I -20 has been "Ludacris is probably one of the most consistent rappers in could go either way; I don't know if the movies help or hurt." featured on both DTP compilations, 2002's "Golden Grain" the game," adds his other co- manager and Zulu's older brother After six weeks on the Hot R &B /Hip -Hop Songs and 2005's "Ludacris Presents Disturbing Tha Peace." The Jeff Dixon. "Yet people underestimate him. That's because he chart, "Money Maker" stands at No. 13. The song debuted on rapper is recording a new album for release in 2007. doesn't let too many people into his world." the Hot 100 three weeks ago at No. 96 and holds the No. 61 Fate: Formerly known as Lit' Fate, this young rapper is being He is now. It's definitely a more open Ludacris who is criss- position this week. Prior to "Money Maker" going to radio in billed as "the lady magnet." His new album (for DTP), as yet

crossing the country before "Release Therapy" arrives in stores. mid -July, listeners were given a chance to sample Ludacris' until' 1 S due next year. As the centerpiece of a news /concert special currently airing new serious side through two album tracks streamed on the Small World: From North Carolina, this rapper is touted on E! Entertainment, he not only talks about the album but Internet: "Tell It Like It Is" and "War With God." for his vibrant and energetic flow (DTP /Def Jam) due 2007. also about his role as dad to a 5- year -old daughter. Ludacris When asked why the first couple of singles are more in the Playaz Circle: DTP promises this street -edged duo will vein of what Ludacris is known for, co- manager Zulu notes bring "the street cinema to the industry" (DTP, 2007). there are plans to also release some more serious tracks soon. TRACK RECORD "We have so many songs and Ludacris has so much to say that stand that artists have to grow and the window for growth is Ludacris first gained loc, Hs a popular DJ on Atlanta sta- we are going to leak more music," he says. "And fans will get small as far as other opportunities rap may present." tion WHTA. National fame came courting when fellow rapper and the full spectrum of the album." Ludacris has parlayed his success within and outside music Def Jam South talent scout Scarface signed Ludacris to the label. Violet Brown, urban music buyer for Trans World, contends into such opportunities as a Saturday evening show on XM

"Back for the First Time" (2000) marked Ludacris' Def Jam Ludacris' acting success opens more doors for publicity and thus Satellite Radio ( "Disturbing Tha Peace Presents Ludacris' Open debut. A repackaging of Ludacris' independent release "Incogne- more opportunities to talk about the album. "This album will Mic ") and his own CP Time clothing line for men and women. gro," the album mined multiplatinum thanks to two crossover hits, carry through the holiday season and be one of the bigger titles Not to mention his role as pitchman for Pontiac's new Solstice the provocative "What's Your Fantasy" and the Neptunes -pro- this year," she predicts. "He's putting as much into the music roadster, sales of which are up since he signed on, according duced "Southern Hospitality." as he always has. It hasn't gone downhill because of his acting." to Vigilante Entertainment, who created the campaign. Though sales faltered on his last Def Jam release, 2004's "Red Over the years, rappers -turned- actors have encountered var- Between the side ventures and the music, Ludacris makes Light District," Ludacris remains one of hip -hop's most popular ious ups and downs with their music careers. In some cases, time for philanthropic endeavors. His Ludacris Foundation and consistent sellers. their acting success has eclipsed their rap personas (Will recently staged its first back to school event, providing health Smith). In others, an argument could be made that film work screenings, haircuts, shoes and school supplies for more than helped sustain their recording careers (LL Cool J). The criti- 200 inner -city kids in Atlanta. He is also fielding various film cal and popular acclaim that Ludacris has garnered through scripts and confirmed for a return engagement on "Law & roles in "Crash," "Hustle & Flow" and TV's "Law & Order: Order: SVU." Special Victims Unit" aside, it will be interesting to watch how Ludacris renewed his DefJam contract last year but declines fans will react to his more serious turn on "Release Therapy." to disclose the length of the deal. Still, as he finishes his lunch Tim Wilson, owner of Minneapolis -based retail outlet Urban and gets ready to head down the hall to Billboard's neighbor, Lights Music, believes Ludacris' evolution will be more bene- R &B /hip -hop station KDAY, he declares he has a lot more ficial in the long run. "On the one hand," Wilson says, "he will music "inside of me so I'm going to continue. The beautiful probably turn off some of his current fans based on his more thing is I have no idea where rap /hip -hop is going. It's forever mature approach. On the other, he will also gain new fans changing, and I'll be changing along with it." "Incognegro" "Back for the First "Word of Mouf" ' Chicken'N'Beer" "Red Light District" (WOO) Time" (2000) (2001) (2003) (2004) based on his movie appearances and new direction. Evolution 'SALES FIGURES: Nielsen SoundScan and longevity are the key words here. People have to under- Additional reporting by David Greenwald.

26 SEPTEMBER 9, 2006

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