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L.A Reid has once again fulfilled a vision of his founding in exceptional talent with his latest signing, 334 M.O.B.B. The Situation unleashes the dealio with the new US hype.
Kennie
and Keith Buchanan, aka
Supa Star and Sawed
Off, were born and raised in Montgomery, Alabama, or “The
Gutta” as they would say. At just 22 and 19 years of age respectively,
the brothers have been pursuing their ambitions in music for the last
18 years. “Our father had us at an early age in music,” explains
Supa Star. “When we were younger, he was teaching us how to sing.
I guess Pops thought he was Joe Jackson
or some sh*t!” he laughs. Describing their music as ‘soulful
and diverse’, 334 M.O.B.B.
have taken that Southern sounding flavour and mixed it with their own.
Sending out crunked up beats laced with their versatile lyrical content,
they rhyme about topics varying from politics to beefs to heartfelt and
conscious rhymes.
The Alabama rap stars have lived up to their personal motto: ‘If you don’t hustle, you don’t eat’. They’ve hustled their way musically from walking the streets handing out flyers, mix tapes, posters… Then, into Def Jam and L.A. Reid’s door, and they didn’t have to run to get there. Whilst performing at a showcase in New York, the M.O.B.B. modestly explain: “L.A. Reid was blown away at what he heard, when he started clapping his hands we were like ‘Damn!’ because we know L.A. hears music every damn day from millions of mothaf**kers, you know? But when he heard and seen us rapping, he was like, ‘We need to be in business with you guys’. It was an honour to be offered a deal at a godfather label like Def Jam.” 344 M.O.B.B. and their lawyers had negotiated contracts that very same night.
Before penning deals, the brothers had caused a musical storm over the Internet. Viewers had access to tracks, interviews, biographies and freestyles; anything that would help them gain exposure. They had worked with the likes of Bone Crusher and David Banner, which led to featured spots on singles and appearing on mix tapes hosted by DJ Jelly, Chuck, CeeJay and DJ Judgmental. With their versatile ear for compelling music production and uncut rhymes, radio stations were rotating 334 M.O.B.B. tracks regularly, and magazines such as The Source and The Hole had featured articles on hip hop’s most incomparable up and coming artists.
They say many contracts were offered, but only one was good enough. “Yeah,” tells Sawed Off, “but nothing from a big ass label like Def Jam! We had a bidding war in NYC, so many labels wanted to sign us.” But the road wasn’t always so bright and breezy, as they explain: “Our road has been a long one, we had doors shut in our faces time and time again, but who doesn’t, right?” asks Supa Star. “We never had tons of money to invest in getting albums pressed or rapped vans or none of that sh*t. All the money we made, we tried to keep the lights on or some food on the table. But if it ain’t gonna ever rain, how do we appreciate the sunshine? So you have to have bad days to really learn how to appreciate good ones. We had labels tell us they were interested but never got back; we had DJs who wouldn’t help us because we were indies. It’s been crazy for us really, every time you think you’re about to reach your goal it never happens. We had to wake up and say no one is gonna care about you like you will, no one cares if you’re starving tomorrow, so in return it gave us a ‘f*ck you’ attitude.”
He continued, “We worked timeless hours on the street. Even got to a point where I thought about giving up on this sh*t and just continue to sell dope, shirts, shoes or whatever, just to make the ends meet. Till one day I got down on my knees and I prayed. I asked God to please listen to me; this music is something that’s in my heart. It’s all I know how to do, so it’s not a want, it’s a need. Next thing I know, my partner John Sharpiro called us and we’re on a plane to NYC and the second we went, we were signed to Def Jam!”
The soon-to-be-rap-legends have already performed alongside the likes of T.I, OutKast, Lil’ Jon and Nappy Roots, not to mention working with Paster Troy, 702 and Sammy Sam. However, one artist they have always respected is David Banner. “When we worked with him, he wasn’t acting bigheaded or none of that dumb sh*t,” says Sawed Off. “He was just being himself and you could tell dude was hungry.” The M.O.B.B. strongly believe that hip hop from the South is just getting stronger, and they intend to help support the movement. When asked if they think crunk music will start taking the manufactured route, they were quick to shoot down the thought. “Nah,” replied Supa Star. “The South will hold its position. But at the same time we keep getting hotter and hotter to keep this staying power. And to be honest, with 334 M.O.B.B. bringing untapped land to the mainstream, it’s gonna bring the heat in 2006!”
There’s no doubt that 334 M.O.B.B. are representing their hometown and the people around them. So much so, that even their name comes from the Montgomery area code 334, and MOBB stands for 10 ‘MO’ Brothers Buried’. Their family and friends have given so much support, so they have to represent the people who have believed in them from the start. “A lot of n*ggas is shocked at how fast it came, but it wasn’t overnight. Our moms and pops are both happy and our little sister, she’s coming too; her name’s Innocent. She’s getting ready!”
Spare time doesn’t come along often with these popular guys; if they aren’t making beats, then they are writing verses. If they aren’t doing that, then they’re in the studio recording. 334 M.O.B.B. don’t only revolve their lives around music, music revolves around them. “The goal is to leave a mark in this rap game that no one else has, and to put 334 and the state of Alabama on the map in the correct way,” tells Sawed Off. “Four years from now, we would just like to be alive; most n*ggas is either dead or locked up. Two things and two places we don’t want to be and we want to see our mother and father proud. To the point they can lay back and chill and leave us to it.”
For more information on Def Jam’s finest new rap duo, log on to http://www.334mobb.net
