Vibe.com, October 27th, 2003
Groundbreaking hip hop talent comes in rushes. The year 1988 was ruled by Big Daddy Kane, N.W.A, Public Enemy, EPMD, and others. The paradigm began to shift five years later with Nas, Wu-Tang Clan, and Snoop, as well as the Notorious B.I.G. and Tupac. But outside of 50 Cent, the next generation of rap stars has been waiting for reigning heavyweights like Jay-Z and Eminem to cool off. Until now.
Up-and-comers-like Juelz Santana, Joe Budden, Chingy, the Game, G-Unit's Lloyd Banks and Young Buck (as well as unsigned newcomers like Yng Selah)-are hoping to form a new cadre of hip hop stars. But it won't be easy. "You can't have just one or two hits," says Craig Kallman, copresident of Atlantic Records. And record labels have no patience for rap artists who don't immediately produce. "The industry's downward trend affects a company's ability to take risks with new talent," he says.
"As a rapper, your first impression is your only impression," says Banks. By contrast, mid-'90s debuts Illmatic and Reasonable Doubt weren't certified platinum until 2001 and 2002, respectively, meaning artists were given more time to build a following.
Though 50 Cent's breakthrough looms large, his chart-topping rise will be difficult to replicate. "New rappers need to be perceived as authentic," says Kevin Liles, president of Def Jam. "Their hustle has got to be top notch if they plan to get noticed by labels and consumers."
There's a definite hunger for something fresh-and the streets are watching both the fate of the art and the new breed of MCs. "Everybody has been doing the same thang," says St. Louis wunderkind Chingy in his Missouri twang. "They still making good music, but it's just time for a new, youthful generation to put they stamp down."
HEAD OF THE CLASS Lloyd Banks, 21 Queens, N.Y. Background: The heir to 50's throne is a true lyricist with one of the coldest voices in hip hop. Oral report: "I can write songs-the lyrics, the hook, the bridge. My only pressure is to impress 50. He ain't gonna rap forever, that's why he got me." Evaluation: Strong family ties ensure success.
MOST POPULAR Chingy, 23 St. Louis, Mo Background: The newest addition to Ludacris's Disturbing Tha Peace crew has been doing just that with more than 150,000 in first-week album sales. Oral report: I want to run my own record label one day and help other artists get on, that's really my goal." Evaluation: Ladies love him, girls adore him.
MOST LIKELY TO RESURRECT THE WEST The Game, 21 Compton, Calif. Background: Dr. Dre's latest protégé is Cali's answer to Jadakiss-he brings East Coast-style wordplay in khakis and Chucks. Oral report: "I used to spit like the Snoops and Tray Deees. Then I started listening to Biggie, Nas, and Jay-Z, and I switched my style up. Now I'm the gangsta rapper from Compton with the East Coast style." Evaluation: Respects elders and follows tradition.
MOST MISCHIEVOUS Juelz Santana, 19 Harlem, N.Y. Background: The Dip Set's junior member has the most entertaining, nonsensical rhymes since N.O.R.E. Though he reps Uptown, his slick, nihilist style relates to streets everywhere. Oral report:"Young artists tend to be scared, letting older artists hold on for so long. I'm here to demand my spot." Evaluation: Problem child with big-time potential.
SOUTHERN TRANSFER Young Buck, 26 Nashville, Tenn. Background: With Tony Yayo on lock, Buck's had big shoes to fill. But as the least-known member of G-Unit, this Tennessee titan adds a unique dose of country grammar to 50's team of guerrillas. Oral report:"The game has open arms right now. I hear so many South records on New York radio that I didn't even know got played." Evaluation: Right place, right time.
CHILD PRODIGY Yng Selah, 19 Wilmington, N.C. Background: His voice may be remniscent of Jay-Z, but this relative unknown has enough originality to make his own mark. Oral report:"Since I'm not signed, I'm looking at what everyone else is doing so I can make myself better." Evaluation: Well-prepared for the next level.
LUNCHROOM SPITTER Joe Budden, 23 Jersey City, N.J Background: Def Jam's next generation hope is more than just a mix-tape rhymer. On his compelling self-titled debut, he tackles real issues and personal vulnerabilities, like exposing his former drug-abuse problem. Oral report:"Some people get a kick out of fame and the groupies and the attention, but I do music because it's therapeutic, and I do it for the fans." Evaluation: Top-notch diction and wordplay.
