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He's Been Fighting for His Career for Near Fifteen Years. Never Afraid of Change, He's Sticking and Moving and Going For

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He's Been Fighting for His Career for Near Fifteen Years. Never Afraid of Change, He's Sticking and Moving and Going For ! Ü HE’S BEEN FIGHTING FOR HIS CAREER FOR NEAR FIFTEEN YEARS. NEVER AFRAID OF CHANGE, HE’S STICKING AND MOVING " AND GOING FOR HIS. BUT TIME WEARS HARD ON THE BOOGIE DOWN STREETS. HAS HAD HIS HITS, BUT HE’S TAKEN SOME, TOO. SALTER S JEFFERY // IMAGE GOLIANOPOULOS THOMAS WORDS Ü " ! XXL MAGAZINE 000 ! Ü " " t’s seven o’clock in the evening, album past 500,000 in sales, earning him his and recent audience-expanding cameos with and Fat Joe needs a designated first gold plaque. Three years later, in 2001, Jennifer Lopez, Paris Hilton and Ricky Martin, driver. The 36-year-old rapper isn’t when Murder Inc. was dominating hip-hop he J.O.S.E. remains his only platinum record. inebriated, but he drives like Ricky released “What’s Luv?” a frothy Irv Gotti pro- Joe is well aware of his SoundScan struggles. Bobby after one too many Miller duction that propelled Jealous Ones Still Envy “The strangest thing in the whole universe,” Lites. He breaks too suddenly, ac- to platinum status. Today, the South runs hip- he says, “is Fat Joe being a household name, celerates too carelessly and nearly hop, and, of course, Fat Joe has noticed. making the biggest hit records in the history of crashes too often. He’s also eas- “Joe’s good at reading the future,” says mankind, and not selling that many records. It ily distracted by the radio (Nelly Miami-based DJ Khaled, who’s known him for will be reevaluated years from now.” Furtado’s “Promiscuous” brings more than 10 years. “Miami’s been growing, Though college courses probably won’t out Joe’s inner karaoke singer). and he’s been part of the growing process.” examine this phenomenon, there are theo- “Are we in the bus lane?” he Joe spends half his year down in Miami these ries: (1) Joe alienated his hardcore D.I.T.C. asks, barely avoiding a collision. days, and it’s probably not a coincidence that fans with his late ’90s hit making. (“They “These muthafuckas are trying to kill me!” Me, Myself & I’s street single, “No Drama,” want me to still be like, ‘Microphone check, With the lives of a car full of friends in sounds kinda similar to “Hustlin’,” this spring’s one-two, let’s go/Word is bond,’” he says.) his hands, Joseph Cartagena is headed smash from the city’s newest star, Rick Ross. (2) His reputation as a tough guy has over- to Harlem’s famed Rucker Park. His Terror As Joe says (paraphrasing his pal Jadakiss) shadowed his artistry. (“Yeah, it has. People Squad team has won three of the last four on “Make It Rain,” the album’s official lead sin- almost think I’ve cheated for my success. As Entertainer’s Basketball Classics champi- gle (featuring New Orleans’ Lil Wayne), “Now I get older and more mature, [that rep] is not onships, but tonight he’s scouting the com- why’s everybody so mad at the South for?/ as cool.”) (3) Being from the Bronx makes petition: The Game’s Black Wall Street. Change your style up, switch to south paw.” him irrelevant today. (“Basically, if you’re not Moments later, Top 40 radio has been re- But even if his trend spotting remains ac- from the South, you’re not selling records.”) placed by selections from Joe’s seventh solo curate, this time, Fat Joe will not have the back- It must be both encouraging and incred- album, Me, Myself & I. “It’s so phenomenal,” ing of his longtime label, Atlantic Records. ibly frustrating. In August 2004, “Lean Back” he says, as the beats thwomp. He feels like it’s Negotiations with Atlantic reportedly fell was the No. 1 single in the country for three his most personal album yet—of course, rap- through after Joe demanded ownership of weeks, but the accompanying album, Terror pers say that all the time—and that its quality his masters and a profitable distribution deal. Squad’s True Story, sold only 96,000 copies reflects his resiliency. “Nobody puts his life “Asylum opens, and those Swishahouse guys its opening week, on its way to a disappointing on the line for hip-hop music more than me. are getting seven dollars a re- total of 412,000. Joe had considered releasing Nobody has more passion than me.” cord and owning their masters,” it as a solo album. “I had the Steve Stoutes From the backseat, someone repeats, he says of the Atlantic subsidiary and Lyor Cohens telling me, ‘You’re crazy. Put “Passion!” shouting the word with an over-the- it on a Fat Joe album,’” he says. “Jay-Z did that top Antonio Banderas–style Spanish accent. with The Dynasty. [That album, featuring the Joe’s never heard that before. He laughs. smash hit “I Just Wanna Love U (Give It 2 Me),” Later that night, while conducting a TV was ostensibly a group project for Jay’s Roc interview courtside, Joe brags about TS’s La Familia crew.] No one called him selfish, secret weapon. “Our team,” he says, “has but my team was calling me selfish… If ‘Lean the most passion!” He looks at the passen- Back’ was on [a Fat Joe solo album], it would ger who first uttered the phrase and smiles. have sold two million. Everyone knows that.” “Passion!” has now entered Fat Joe’s lexi- Spins didn’t equal sales again in 2005. con. Watch him rock it with sabor. “Get It Poppin’,” Joe’s collaboration with Nelly, peaked at No. 9 on the Billboard Hot Fat Joe is once again fighting for his pro- 100, but its album, All or Nothing, moved fessional life. It’s been the same old story fewer than 300,000 copies at stores. “No lately: Affable rapper makes hugely popular disrespect to Nelly, but I don’t think my fans singles, but somehow his albums (2002’s wanted that,” Joe says. “It was on and pop- Loyalty, Terror Squad’s 2004 True Story, last ping with G-Unit. It was war mode.” He adds, RT E year’s All or Nothing) underperform. Now, “Fuck G-Unit. May they die. That’s it.” AMB L nearly fifteen years after debuting as a The 50 Cent beef still irks him. Joe feels IAGI member of NYC underground favorites the 50 used him to promote The Massacre, and : T R E Diggin’ in the Crates crew, Joey Crack must do and its stable of Texas rap talent. he’s disappointed that “the people fell for it.” what he does best: adjust to this ever-chang- “So I stepped to [Atlantic], but “I wasn’t going to answer, because I’m not ROOM ing industry. “I’m always going to adapt,” he they came to me with a sucker’s bet. It kind of the battle-rap type,” he says. “That’s fake E; G OS says. “I’m camouflage. I will gel into whatev- hurt.” (Atlantic Records would not comment.) shit.” Joe maintains he offered to fight 50 : R er’s going on and be hot. People get mad at Confident in his viability, Joe met with inde- in the Violator offices but was rebuffed. “To it. People who believe in passion! Fuck outta pendent distributors and labels before signing me, the whole shit was bullshit.” TYLIST S here—I’m trying to have hits in 2006.” his Terror Squad Entertainment to an innova- History seems to be on his side. When tive distribution deal with EMI Music. “I own Growing up, Joe’s battles were all too real. SSISTANT hip-hop’s infatuation with La Cosa Nostra my masters, my ring tones, and get the seven His family was so poor that he once wore ; A S E peaked in the late ’90s, Fat Joe Da Gangsta dollars a record,” he says. “I’m creating my two sweat suits for an entire school year. He ON J became Don Cartagena. With the success of destiny and calling the shots.” also endured beatings from his father. “He LL E his protégé, Big Pun, and the Notorious B.I.G. was very loose with his hands,” Joe says. RR bestowing sex-symbol cachet on overweight Independence, however, does not guar- “I wouldn’t say that I had an abusive father, : TE MCs, he crafted the groupie-courting anthem antee record sales. Despite his unquestion- but any time I did some fucked-up shit, he TYLIST “Bet Ya Man Can’t (Triz),” which pushed the able street credibility, nose for hit records, was quick to hit me as hard as if I was a S 000 XXL MAGAZINE DEC 2006 XXL MAGAZINE 000 man. Even if you’re going to scold your kids, saved my life single-handedly,” Joe says of his you’re not going to hit them that hard.” entrance into D.I.T.C. “He told me one day, ‘Get “I never understood why my pops would twenty dollars, and I can take you to the stu- ! Ü beat me,” he says, quoting his 1995 song dio.’ I never hustled again. Now you see former " “Envy.” “I don’t hit my kids, so I still don’t hustlers in this business. Hustlers turned en- understand. He could have talked to me and trepreneurs twelve years later. I was just ahead shown me love. You can imagine how Fat of my time and didn’t know it.” Joe turned out to be a strong person with a strong opinion. I had a father who wouldn’t Two weeks after the drive up to Rucker Park, let you have an opinion.
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