His second single, “Horse & Carriage,” featured guest vocals from rapper Mase, whose “Harlem World” album has sold more than 2 million copies. It incorporated the theme music from “Magnum, P.I.,” making it highly recognizable with the television-friendly hip-hop audience. The song was popular in hip-hop clubs and on urban radio stations. The posters, which began popping up as early as March, hyped the “Woo” soundtrack album and the artists Cam’ron and Charli Baltimore.Ĭam’ron also benefited by having his song “357" included on the “Woo” soundtrack. The label initiated a “Who Is?” poster advertising campaign that stretched from Manhattan to Marina del Rey. 6 in July, selling more than 106,000 copies its first week.Ī large portion of Cam’ron’s early success can be traced to Untertainment’s unique marketing campaign for its first releases. “Confessions of Fire,” the rapper’s debut album, entered the pop music chart at No. was fatally shot last year, became Untertainment’s first artist. “We try to make everybody know the artists first, before they even get the music.”Ĭam’ron, who had planned to sign with Undeas before B.I.G. “We always start out from a marketing perspective first, because without marketing, you don’t have a hit record,” Rivera says. But unlike those two label executives-performers, Rivera is not a rapper himself, but someone who succeeds simply on his keen business sense. With Untertainment’s initial releases, he’s displaying the kind of marketing savvy that took rap entrepreneurs such as Sean “Puffy” Combs and Master P to the top of the charts. Rivera then used this success to parlay a record deal with Epic for his Untertainment enterprise. Both albums, which featured B.I.G., sold more than 500,000 copies. With B.I.G., Rivera formed Undeas Recordings, which released Lil’ Kim’s “Hard Core” and Junior M.A.F.I.A.'s “Conspiracy” albums in conjunction with Big Beat / Atlantic Records. One of the 32-year-old’s business partners was the late Notorious B.I.G. MARKETING STAR: Unlike the Memphis artists, who had to build their musical empires virtually from scratch, New York’s Lance “Un” Rivera had a major assist in making a name for himself and his Untertainment Records. “We had our era with Stax and our blues era. “They say music is like a circle,” Tela continues. They want to bring something different to the table. “They’re not concerned with what the next person is doing. “A lot of folks in, they’re doing their own thing,” says Tela, whose real name is Winston Rogers. He believes Memphis rappers are starting to succeed because they’re producing their own brand of music. Tela, another prominent Memphis rapper, will release his album “Now or Never” on Oct. Though Indo G’s album is much more laid-back than the other forthcoming Hypnotize Minds albums will be, each project will feature guest performances from other artists on the label, a sure way to heighten awareness for the label’s upcoming releases. 29 and an album from the Tear the Club Up Thugs on Nov. The label will release Three 6 Mafia associate Indo G’s album “Angel Dust” on Tuesday, Boo’s “Enquiring Minds” on Sept. Now that the rappers have tasted mainstream success with “World Domination,” Hypnotize Minds is trying to capitalize on their popularity. Mafia members Juicy J and DJ Paul also run their own imprint, Hypnotize Minds, which is distributed by Relativity Records. “When people hear our music, they want to do crazy stuff instead of lay back and chill,” says Mafia member Gangsta Boo, whose real name is Lola Mitchell. Easily chanted choruses add to their highly addictive sound, a combination that often leads fans to participate in rock ‘n’ roll-like mosh pits when the group’s songs come on in clubs or at concerts. 2: World Domination,” has sold more than 350,000 units, largely because of the aggressive, up-tempo, dance-inducing instrumentation in their work. Indeed, regional lines are becoming so blurred that a number of rappers from New York and California incorporate “Bout it, bout it,” one of Master P’s catch phrases, into their lyrics.Īnother Memphis group making major inroads is Three 6 Mafia. Now it seems as if the West Coast and the East Coast have got into a little thing where they listen to a little South music.”
“At one time, you would have to go to the Midwest or to the South just to hear something from the Midwest or the South,” says Eightball, whose real name is Premrose Smith and whose solo album, “Lost,” entered the pop music charts at No.
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