the beat WorldMags.net hard to ignore, is attracting seven-fi gure off ers from with fellow industry vets Lyor Cohen and Kevin Liles major labels after “U Guessed It” hit No. 95 on the in 2013. The label, which is distributed by Atlantic, has Billboard Hot 100 (his management says he’s holding made Atlanta’s avant-garde its specialty, signing Young out for more money). New Columbia signee Raury, Thug in June after his smash “Stoner” reached No. 4 known for his rap-sung fl ow and hippie street style, on Hot Rap Songs; 300 has also partnered with Atlanta debuted on the Billboard/Twitter Emerging Artists label Quality Control Music, which is already home to chart at No. 12 with “God’s Whisper” in October. OG Maco, to sign Migos and Johnny Cinco. At 27, James is a veteran (and cautionary tale, of Labels are increasingly looking to Atlanta’s young sorts) for this crew: His “All Gold Everything” peaked producers, as well: With their growing catalog of cred- at No. 6 on Hot Rap Songs and landed him a rumored its, Metro Boomin, Childish Major and Sonny Digital $2 million Def Jam deal in 2012 (he has since been are following in the footsteps of 25-year-old Atlanta dropped and is currently working on an upcoming native Mike Will Made It, one of music’s biggest self-released project). Metro Boomin, 21, has produced hitmakers. Between Miley Cyrus (whom he allegedly for Atlanta stars Ludacris and Future, including the has been discreetly dating since 2013), Rihanna, Lil latter’s “Honest,” which reached No. 18 on Hot R&B/ Wayne and others, Mike Will Made It already has 18 Hip-Hop Songs. Childish Major, 23, produced another Hot 100 hits, and most recently worked with Usher huge hometown hit, Rocko’s “U.O.E.N.O.” featur- on “Believe Me.” Even after two decades of his own ing Future and Rick Ross. And beatmaker Sonny superstardom, Usher agrees that his hometown is hav- I Digital, 23, is blowing up with ATL rapper-singer ing a moment: “From Future to Young Thug, Atlanta is OG MACO Love Makonnen, whose quirky “Tuesday” is No. 35 more relevant now than it has ever been,” he says. “Where you’re from defines who you are,” says on the Nov. 8 Hot 100. I Love Makonnen, known for The city’s new scene isn’t all good vibes, however. the “U Guessed It” rapper, who was born and carrying around a mannequin head as a prop , signed At the shoot, there were rumors that Migos canceled raised on Atlanta’s south side. with Drake’s OVO Sound, distributed by Warner Bros. because they had beef in East Atlanta; Young Thug’s Records, in September. 0 camp similarly claimed that the location wasn’t safe “We’re really us,” says I Love Makonnen, 25, of for the rapper, without further explanation. OG Maco Atlanta’s rap newcomers. “We’re real people, and and Key, meanwhile, kept their distance during the we’re relatable. People feel like, ‘Those guys live down shoot. (OG Maco has said that the rift started after Key the street.’ ” (I Love Makonnen records most of his passed on appearing in the video for “U Guessed It,” music and videos at The Barrio as well; in fact, he was which he was originally featured on.) confi rmed for the shoot but canceled at the last min- But that hasn’t slowed Atlanta’s new wave. Raury ute, as did two other buzzworthy Atlanta rap rookies: may best exemplify the city’s expanding creative Young Thug and trio Migos.) ambitions: His “ignorant youth” anthem “God’s “Atlanta has historically been one of the hottest Whisper” is more folk-rock than rap, and he recently cities for hip-hop, and right now it’s a hotbed for collaborated with eclectic British electronica producer emerging artists and experimental music,” says Todd SBTRKT. “This is art,” he says. “It’s not something that Moscowitz, who co-founded 300 Entertainment can be kept in a box.” KAP G The Mexican-American rapper, 20, who’s signed to Atlantic, has been dubbed as “the future” by his mentor, Pharrell Williams. From left: Father, Man Man Savage, Que, Kap G, Sonny Digital, Trinidad James, TRINIDAD JAMES Rich Homie Quan, Raury, “I feel like I opened the door for the kids to Childish Major, Metro do their thing,” says James, who signed with Boomin and OG Maco Def Jam in 2012 but is now independent. 28 BILLBOARD | NOVEMBER 8, 2014 WorldMags.net.