Author Topic: "West Coast Hip-Hop Bounces Back" (Read 297 times)

SlickPants · « **on:** August 28, 2004, 01:41:58 PM »

Sat Aug 28, 7:53 AM ET


By Gail Mitchell

LOS ANGELES (Billboard) - Hip-hop here is on the rebound.



That's the prevailing belief in a city that claims such pioneering rap icons as Ice-T, N.W.A and Snoop Dogg. And it is borne out by a host of upcoming projects from veterans and some key debuts.

Among the latter is the hotly anticipated release by Dr. Dre protege Game, who hails from Compton, a city neighboring Los Angeles. The 21-year-old's G-Unit/Interscope bow is slated for Oct. 26.

Stepping up to the plate before Game is another Compton resident, Virgin Records newcomer Guerilla Black.

As further proof that the West Coast scene is thriving, 213 -- comprising Snoop Dogg, Nate Dogg and Warren G -- debuted at No. 1 this week on the Top R&B/Hip-Hop Albums chart and at No. 4 on the Billboard 200 with "The Hard Way" (TVT).

'LINKING UP'

"There's a vibe you can feel in the city right now," Black says. "There's a sense of urgency; everyone is on fire: Compton, Watts ... Everybody is linking up. The West Coast is back."

Billed by many as the West Coast version of the Notorious B.I.G., Black debuts Sept. 28 with "Guerilla City." His current single, "Compton," features reggae artist Beenie Man. It stands at No. 39 on the Billboard Hot R&B/Hip-Hop Singles & Tracks chart.

Preceding Black on the chart scene is another rookie, Los Angeles native Houston. His Capitol debut, "It's Already Written," entered the Top R&B/Hip-Hop Albums chart at No. 8 and the Billboard 200 at No. 14 the week ending Aug. 22. Early momentum came from lead single "I Like That," featuring hip-hop veteran Nate Dogg and Houston labelmates Chingy and I-20. The radio hit became the musical foundation of a McDonald's commercial earlier this year.

"People hadn't been feeling us out here," Houston says. "But the West is next to be on top again."

The impetus for this resurgence stems from several new developments in the City of Angels, including musical cliques collaborating with one another, and mix tapes -- a hot commodity in the East Coast and Southern scenes -- finally taking root.

"It used to be that different cliques didn't f--- with other cliques. That tone is changing. We're all working together," says artist/producer Damion Young, aka Damizza.

Young, who is also senior director of artist relations and programing for KPWR (Power 106) Los Angeles, owns Baby Ree Entertainment, which manages rapper Knoc-turnal and singer Butch Cassidy.

Young says he is partnering with fellow producers Mike City (Yolanda Adams, Carl Thomas) and up-and-comer L.T. Hutton on various projects.

"We're swapping beats," he says. "Why not work as a collective? We're all working for the same thing: building a West Coast coalition."

UNDERGROUND SCENE

Aiding that cause is a busy underground scene fed by the local shows and mix tapes.



Black, for example, is compiling his fourth mix tape featuring artists he is developing under his Dolla Figga banner. Young is promoting his Pamela Anderson (news - web sites)-hosted "Baby Ree Mixtape," featuring signed and unsigned acts like Motown newcomer Conway, Jayo Felony and Stacee Adams. Game is also a fixture in the city's mix-tape scene.

All of this activity is making major labels and radio take notice.

Young is negotiating with Universal Records for a joint-venture label as well as a West Coast A&R post. He will continue his duties at KPWR.

John Ferguson, Los Angeles-based senior VP of A&R for Universal-distributed Bungalo Records, says he is encouraged by the music he hears. Among the bubbling-under labels he cites is Heavyweight Records, operated by Tery Carter. Heavyweight's roster includes Los Angeles artist Problem Child.

Ferguson also applauds local radio for getting in on the act.

"In any area where you have supportive radio, local talent will break through," he says. "There are new outlets now in San Bernardino and San Diego supporting local talent. Power 106 and KKBT will have to step up to this new competition."

Los Angeles' up-and-coming hip-hop contingent includes the aforementioned Conway, who created a stir earlier this year with the single "Nutcracker." Baby Ree's Butch Cassidy appears on Conway's debut album, "How the West Was Won," which is slated for release later this year.

"There's a lot of talent in Los Angeles," Conway proclaims, "and we're about to make some noise this coming year. It's our time."

Reuters/Billboard