Coast 2 Coast Magazine Issue 9

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These past weeks have, again, been very busy for the team here at Coast 2 Coast. As an official sponsor of the Best of the Best 2010 concert, we were in the building at the concert, in the press tent, as well as all over the pre- and post-parties, including the Diddy party at Cameo in South Beach, Miami. Check out our exclusive photos as well as excerpts from our interviews with some of the biggest reggae and dancehall artists in the industry. June marked the beginning of Coast 2 Coast Radio. The station was created as another outlet not only for our world-famous mixtape series, but also for the over six hundred DJs that make up the Coast 2 Coast Mixtapes DJ Coalition. The station features music from mixtapes, DJ mixshows, syndicated radio shows, and other programming. Coast 2 Coast Radio is officially registered with ASCAP and BMI, and is fully trackable via MediaBase. The official launch will take place on July 22, 2010 in Miami! The Coast 2 Coast Convention is fast approaching! Our professional industry networking event focuses on the new music industry. We have a great lineup of panelists who will be sharing their vast knowledge on marketing, promotion, new media, industry etiquette, and much more. Hosted by Newport Beachside Hotel and Resort, the Coast 2 Coast Convention will be a weekend full of events that are not to be missed if you are making moves in the new music industry. Pre-sale tickets are still available at coast2coastconvention.com. We’d like to thank all the artists that are featured in this issue. We got great interviews with Wiz Khalifa, Ace Hood, Shiest Bubz, and more! Also check out our exclusive interview with up-and-coming Florida hip hop group Goons United by the New School. As always, check out coast2coastmixtapes.com for the latest! Kyle Hiersche aka Lil Fats Owner/CEO Coast 2 Coast Mixtapes & Magazine

Katie Kervin Executive Editor Coast 2 Coast Magazine Twitter.com/KervinWorks

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Where are you currently based? I’m based out of the East Midlands in the United Kingdom. What is your daily routine as a DJ? Check up on the latest hip hop news and music. Check out my daily schedule and do what projects need doing. Promote any new releases. Respond to any e-mails and give feedback on any music where possible. If I’m doing a club or radio then I’ll spend some part of that day getting my music ready. How often do you do mixtapes? What is your biggest/best series called? I have my “International Hustle” series, which I normally drop once a month depending on if I can get a major to host it. I do drop the branded International Hustle Edition artists’ mixtapes as well, and they could drop anytime they’re requested by an artist. Do you do any radio or club appearances? If so when and where? I sometimes do clubs and I do radio every Monday and Friday 8–9pm (UK) on Damatrixstudios.com (US) and HHBRadio.com (UK). What DJs influenced you to become a DJ? Tim Westwood is the main one, with me being based in the UK, and DJs such as Jam Master Jay (RIP) and Funk Flex and DJ Drama once I started looking into the mixtape side of things more. How important is the DJ’s role in the music industry? It’s very important because it’s a DJ’s job to play and support the new music and also make the labels aware of what’s hot. If DJs ain’t playing your music then how you going to get heard? So new artists: respect the DJ! How do you think the role of the DJ is changing with the new music industry moving in different directions? I don’t feel its changing at all, it’s just easier to get hold of the new music. And labels still need the DJs to play your music to create that buzz. What have you done to keep up with or stay ahead of the fast paced music industry today? I just make sure I stay on my game and pay attention to my surroundings, and most importantly I respect the DJ craft. What’s your advice to independent artists looking to break into the game? Be yourself and have respect for yourself and others around you. And most importantly have a promotional budget in place when it comes to getting your music out to the masses. What’s your advice on how artists should approach a DJ to play their music? Do’s and Don’ts? To me it’s all about how you approach someone, and first impressions do count. Also, a “thank you” goes along way with me personally. Approach DJs correctly; less of this I’m blowing up Ames, everyone playing my track. If everyone was playing your music then I would already have your record and you would have no need to approach me! Think before you speak; everyone thinks they’re blowing up when they’re actually not! Don’t name drop and mention others DJs’ names, because my response will be if they supporting you so heavy why you approaching me? Don’t mention about labels signing you and you’re about to be signed. It really doesn’t impress me because you getting signed isn’t benefiting me! Let’s make money together. Now this a good one and I’ve heard this so many times, but it’s funny how you never actually end up making any money off that artist or project. I don’t sell my mixtapes I give them away FREE so the only money I make from a project is what’s left after the promotions and artwork costs, etcetera. Anything else you would like to add? Shouts to Lil Fats for the opportunity and the support so far and shouts to the whole of the Coast2Coasts DJs. Shouts to everyone that has supported me and that I’ve worked with thus far. Shouts to my PR So Sincere and the whole of the Third Coast DJs and Linus at Third Coast Clothing. I don’t plan on going anywhere anytime soon, people, so pay attention, respect, and recognize this movement! www.djamesuk.co.uk www.twitter.com/djamesuk

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Talk a little about your history and how you got started in the game. Basically got my start getting into it with Dollaz and Dealz—that was my actual label that I was under. So we would put out different things, as far as compilation albums and different mixtapes and stuff like that. It was a couple people incorporated under the label that I had working with me. Basically it just got to a point where they wanted to push me as a person, as his own artist, ‘cause they felt like I was bigger than just a neighborhood artist. So I had an actual single, “Money Over Everything (MOE).” That’s the single I actually gave to Khaled and let him listen to it. It was just on a random day. A friend of mine came to my house and was like, “Yo, Khaled is having his birthday bash…let’s give him some reasons why you should be the next guy or the next artist coming out of South Florida.” So we rolled out to the radio station andI actually caught Khaled right on time. As soon as I seen him, I approached him like I just wanted to give him reasons why I felt like I should perform at his birthday bash. He was like, “Yo, I’m on my way to a meeting. Do you have a CD?” Thank God I had my packaging and everything…I ended up giving that to him…thinking he would never call back. But he called my homie back that night and was like “I hear his hunger, I love what he doing…” Basically he just wanted to hear me on a bigger record. Just to see could I stick by those who were actually big in the game. So he sent the “I’m So Hood” instrumental over, which was one of his biggest singles…he called me back to the office maybe like a week later. We sat in that office and he was like, “Yo, I want to make you one of the newest members of this whole We The Best situation.” What accomplishments are you most proud of? One of my proudest accomplishments had to be just getting nominated for a BET Award. That was major. Just to be mentioned in the XXL Magazine and to be a part of that whole situation was definitely big for me. Those are definitely highlights of my career because those are things I couldn’t even envision at a point in time. Another highlight was definitely being signed to Def Jam. It’s crazy, it was my first time ever flying in my life and it was me flying to New York and handling my big situation. You’ve done mixtapes, including a Coast 2 Coast Exclusive Series. What’s your opinion on the mixtape game? The mixtape game is big, man. At the end of the day, you have to realize you do have a lot of big hip hop heads that still in the game, and there’s people who really do love music like that. A lot of people say they get paid for what they do, so there’s no reason to give away mixtapes. But it keeps you relevant. People like mixtapes because it’s more raw and uncut music. You get an album and it’s more scripted and more on-topic. What you hear on my mixtape you probably wouldn’t hear on my album, but I tend to see that people like the mixtape singles more as opposed to an album. It plays a big part on your career…And you know people would rather download than buy anyway. What do you have going on currently? Right now I’m in the studio just working on a bunch of different records for the Mr. Hood album—that’s gonna be my next project, maybe later this year or maybe next year. I got a couple singles from my album. Nothing’s official yet, but there’s a couple singles I’m looking forward to putting out. I’m in the studio every day just working on different records and stuff. My main focus is getting enough artillery for the album. That’s mainly what I’m excited for, and I got a bunch of different mixtapes that’s coming out. I’m in the loop. www.twitter.com/therealacehood, www.myspace.com/acehood

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Harlem rapper Shiest Bubz makes music that reflects his lifestyle. And being that he parties at least four nights a week, it’s no surprise that his latest mixtape is titled “Everydaze My Birthday.” But party animal or not, it’s clear that he’s on his indie grind, keeping Purple City Entertainment alive and well. Coast 2 Coast caught up with Shiest recently to talk about his music and movement. You have been a part of the rap game for a minute now and enjoyed quite a bit of success. Can you give a little bit of background on your career and your current movement? Basically, I started in the game in 2002 with the Diplomats with my own movement called Purple City Entertainment, which went on to putting out five albums…and a DVD. Now, I’m currently signed to myself through Purple City Entertainment, and the label’s Purple City and the movement is Everydaze My Birthday. What motivated your decision to take the independent route? Basically I’ve always done Purple City under the independent umbrella. That’s just how I wanted to do it. I wanted to have full control and be able to drop CDs or do whatever I wanted to do. I didn’t want pressure from a label as far as when I release my music or what I do with my label. You recently released “Everydaze My Birthday.” What can listeners expect from the project? Besides the website, I have a street album called “Everydaze My Birthday” also. It’s hosted by DJ Whiteowl and DJ Moe Sticky. Basically, as a solo artist, I wanted people to feel the vibe that I was coming from…It’s not about always doin’ the wrong thing. My movement has always been like that. I’ve always been the socialite type, to be social with people—politic and do the business behind the scenes. Me being an artist is basically to show artists that I do have a machine and that I can put anyone through it and be successful with it. What’s your opinion on the game as far as mixtapes go? As far as mixtapes, I had actually came to a point, when I had first started doing mixtapes I kinda felt like I had stagnated. I was like wow, I have sixteen mixtapes under my belt, but still I don’t have anything really commercial to really make some bread. Not just underground bread, but mainstream money. So basically the mixtape game has turned just into a promotion item. Just to get everyone acquainted with the songs. So when you start doing shows, at least they know your record. Do you feel like you have to make a shift in the music for something you’re trying to get to a more mainstream audience? I party every night. I party four days out the week. I’m in the club, so I’m kinda in tune with what’s going on with the music. Once I get to the studio, I’m feeling a certain type of way already. I line my music up basically off of feelings. It’s not about trying to force a record or trying to follow a sound. Do you have advice for up-and-coming independent artists? I mean, the game is so treacherous right now, it’s hard to give anybody advice. Just play it how you play it, and good luck to you. To be honest, my music is a blueprint for that. You have to buy into it. You have to check it out. Because you’ll get it, once you hear the lyrics, you’ll be like: I get it. I wanna be down with that too. I wanna party every night and still pay my bills. Favorite mixtape of 2010? These are my top three: my first favorite tape is my tape, “Everydaze My Birthday.” That’s the hottest tape of ’10— check my video out, “Senseless World.” Crazy. The second hottest mixtape of 2010, unfortunately, is from Officer Ricky. The Fat Albert CD; that shit is HOT. “Albert Anastasia”…that shit is hot. And the third hottest mixtape is Jim Jones, “The Ghost of Rich Porter.” I swear it is. Are there any other ventures or projects you want us to know about? It’s also a tour! We’re taking it on the road. Being that I’m a solo artist now, I’m actually a rookie artist myself. I’m doing the whole run all over again, the whole East Coast. Going to all the radio stations—being that I have “Hater” at radio right now—going to say hi to everybody, bringing my favorite bottle of champagne, which is Dom Perignon Vintage 2000. It’s Everydaze My Birthday 2010 sponsored by Dom Perignon. www.everydazemybirthday.com, www.twitter.com/shiestbubz01

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If your initial response to the title question is “I don’t have one,” “I don’t need one,” or even “I don’t want one,” then you should definitely re-evaluate your goal to be successful in this business and consider a career checking vital signs or flipping burgers, because a gimmick is the second most important necessity in the path towards being a star or even just a successful musician. One of the most important things artists can do is exploit a personal characteristic other than the service they provide (i.e. sing, rap) to gain an advantage over the competition, a gimmick. If you really take the time to observe all of your favorite artists and music’s biggest acts, they all have succumbed to this task that many fear compromises the integrity of their creativity. This is where you have to ask yourself whether you want to write and record music for your personal listening pleasure, or whether you want to have thousands of fans and make a lasting career out of it. If it makes you feel any better… you should know that understanding yourself as a person and a musician is really the only way that you can truly isolate this character that has earned many artists a cult following. The ability to harness this characteristic, nurture it, and know how to project it is merely an extension of your creativity and is actually a gift that separates the wannabe musicians from the true stars. The average person has one or more personality traits or characteristics that separates him or her from other people. It could be anything from your swag, to your voice, or even your interesting sense of style. For some artists, it’s the characteristic about you that people actually hate. For example, Kanye West exploited his arrogance and became the guy that people love to hate, which drew attention to him and gave him an advantage over his competition. Another artist great at self-exploitation is Lady Gaga. She exploits her performance skills and ability to be theatrical to stand out from other would-be pop stars in music. We could look back to artists such as Ray Charles and Stevie Wonder. Although both were extremely talented, their gimmick was that they were THAT talented and void of eyesight. Now to add credit to the above acts, they are extremely gifted musicians, and at the end of the day it will always come back to the music, but your marketing and self-promotion is the driving force to delivering this gift to the world. How do you find your gimmick? Write a list of the things you most admire about yourself or the one thing that people point out about you all the time, whether you like it or not. For example, if everyone says “you are such a bitch” then that is probably you’re gimmick. It could be a physical attribute; rarely is it, but could be. In most cases, your inner self dictates your outer being. So maybe you are flamboyant and aggressive—find a way to express that in your music, your clothes, and your performances. Make sure your team understands and knows your gimmick. Once you isolate this character, hold onto it, be this character all day, at work, at home, and in the bed. If your gimmick is a superhero, sleep in your cape. Use it all the time until it becomes second nature. Your gimmick needs to come naturally. Understand that just because you are forcing your gimmick does not mean it is not natural. Sometimes we spend more time suppressing who we are by trying to be who we are not because we want to fit in. Everyone can spot a phony, so the worst thing you can do is try to swag jack. Most of the unsuccessful artists or one hit wonders were just that because their swag was not convincing. For example, a rapper I am closely familiar with released a record that went on to sell thousands of downloads and ringtones. When he went to release his second album that revealed his true creative ability and his natural swag, it was rejected by the masses. Yet that was him at his best and pretty dope. Some artists go in for a quick save by recruiting a team of people to help identify their gimmick and come up with great ideas that would make it visible to others. For example, Rihanna went from being a colorful, soft-spoken Caribbean girl closely resembling Beyonce to this hard-core edgy chic that releases music that challenges her competition with every release. She pulls it off because it was already there, but it took people around her to draw it out and find a way to make it work. So if you don’t know your gimmick, step away from the microphone… slowly. Archive all of the songs you have recorded before you read this article. Find yourself and start recording again. Put it in everything you record. If that means your songs become a fusion of hip hop, rock, punk, and soul, push it until it feels right. As a creative person your job is to be a bit crazy and eccentric, so recruit a sane person to organize the mess you created. Trust you will be amazed with what you discover is the real you. Email me at: aruncut@newindustrytips.com Check out the full post and more at NewIndustryTips.com!

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How did the Deal or No Deal tour go? It was real good. Everything was sold out. Many artists would kill for a major label deal, but you walked away from one. What went into that decision? Really just wanting to be my own artist and wanting to have control over my own career and what moves I make, what singles I pick and when my album comes out. You’ve been really successful at promoting yourself and your own music. Is that something you felt you could do better than the label? I just felt like it was something I had to do. I gave them a chance to put me out there and do what they could do for my career, and they kinda fell through with that. So I figured nobody could do it better than me. And then I wouldn’t have anybody to blame in the end if it didn’t work. Would you consider signing with another label? I’m not totally against major labels, it’s just my situation’s been working how it has been, so I’m not in no rush. You’ve blown up on mixtapes and have a number under your belt. How important has the mixtape game been for you? It’s been very important in my career, just because I’m an artist that releases different types of music all the time and I’m always trying to show my fans that I’m growing. Mixtapes give you a platform to do that. Also I like to tour a lot and mixtapes are good for that because you have material that people could know but that’s not on the radio or video. It’s just a wonderful thing that helped me get to where I’m at. Now it’s just time to take it to the next level. What can listeners expect from your upcoming album, considering what you’ve been putting out lately? You can definitely expect more potent music, like I said keep building off of what we already been doing. I have a kind of consistent sound that people expect, but I’m always trying to broaden it. I’m just now getting started working fully on the album, like full time on it, so we’re still surprising ourselves with the music that we making. It’s gonna be amazing though. You’ve enjoyed a lot of success as a young artist. Can you pinpoint a highlight of your career? Definitely right now. This is the best time as far as recognition and stuff like that. I think the highlight that I would pinpoint the most is when I was working on my mixtapes and videos last year that really paid of and generated into fans and tours and stuff like that. This is the stuff I was doing in my basement. Nobody really had to tell me to do it, I just felt like it was what I needed to do, and it really paid off. That’s more of a highlight to me. As long as people are happy and they’re supporting it, I’m having fun. The recognition, that comes second. XXL named you one of its Freshmen 10 this year, that’s pretty big. Yeah, that was cool. Just having that love shown and that put me in a new place as far as other people’s perspectives too, because when they seen that, they was like Oh, alright cool. It’s official.

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Talk a little about your team, Taylor Gang. Taylor Gang is my movement. They’re the group of people I’m working with—not label-wise—but Taylor Gang is more like my thing. Our style, our swag, how we walk, how we talk. It kinda turned into my fans becoming Taylors. We got the clothing thing poppin’ off, I got other artists that I’m always going to be working with. It’s just building; the corporation every day builds on. It’s a wonderful thing. You’ve done a lot of work with Curren$y, including the mixtape from last year. How did that relationship come about and why do you work so well together? I paid attention to what he was doing on the independent level and then I would listen to his music. You know, there’s a lot of fans that’ve been listening to him since day one, and I always heard of him, but when I was in the position in my career I felt like if I linked up with somebody who thought how I did and was sort of in the same position, that when we both blew up we would be even more strong. That wasn’t even the first intentions. That’s what I thought after I met him. At first, we were just cool, smoke weed and rap about life. And we ended up just hitting it off and people loved it. He’s a free spirit like I am; he likes having fun and cracking jokes. Are there other projects we should be anticipating? Definitely a full visual for “Kush & Orange Juice” just to tide people over and hold people down until the album comes out. We’re working on singles and stuff like that as well. Nothing too crazy, we just want to keep the focus on the music and then we got the whole next year after we drop the album to take over everything else. So we’re in a position to do what we want to do on a larger scale, which is music, we gotta take full advantage. www.twitter.com/realwizkhalifa

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What’s good Romey? Tell the people a little about your movement. What’s good Coast 2 Coast. Get Rich Records is the movement and lifestyle “I Am King” is the [street] album and “Don’t Behave” is the single. Your aka is the Midwest King, strong title—when did you get the name and why did it stick? The title is self-proclaimed by yours truly because I felt like on the underground and mixtape, then on a national scale I would accomplish more than any artist where I’m from. It’s no different than T.I. saying he was the King of the South. He later went on to prove it, but he also let it be known that was his goal out the gate. It’s no disrespect to any other Midwest artist in any way I just have lofty goals for myself. In a couple years I also foresee me taking the “Midwest” off the title. You have the #14 record on Billboard as we speak, a banger called “Don’t Behave.” How did an independent artist break the top 20 on Billboard charts? How does it feel to really move units and get recognized? I heard that the greatest artist go to the greatest lengths to get their talent heard and I feel like I epitomize that saying. Because I toured all over the nation in my wrap truck establishing relationships with stores all over and performing in the strongest markets. Then take into account what I already accomplished as indie and the fact that “Don’t Behave” is a total smash mixed together explains the success of the record. I also think my business savvy was really put on display to distribute my music like a major. If you are a true artist there is no greater feeling than success and being acknowledged for your craft. Not even pussy compares to it. Imagine me being in little bitty Madison, WI and I get a call from some Billboard exec and he’s questioning me up and down about the artist Romey and Get Rich Records and this song called “Don’t Behave,” then end the conversation by saying, well congratulations your record debuted on the Billboard charts. That’s a moment in my career I will never forget. “I am King” is the new street album, what was your creative approach and what can people expect to experience? My creative approach was live up to the title of the album on every single song. I wanted to make a statement that I’m one of the most versatile artists to come into the game. When you go with a title like that it’s pretty self explanatory what you on. You recently got nominated for a UMA for “Breakthrough Artist of The Year.” When you found out what were your immediate thoughts and why do you think you deserve the title? When I first found out my man J Hatch and the big homie Rick sent me a e-mail and text at the same time congratulating me, then my inbox start getting flooded by pretty much all the people in the industry I know, so I finally when on the UMA site and seen my name and I was totally speechless. It was a humbling experience for I respect so many of the artists that have been a part of UMAs and to be added to that list is a huge honor because the underground scene is the backbone of hip hop. I think this has been a breakthrough year for me and I’ve worked extremely hard to get to this point in my career. Like Drake said on “Winner”: “I deserve this shit.” You have been featured in The Source four times, what were the features and why do you think people recognize you as a special artist? Well I am the first artist to ever get Unsigned Hype, Off The Radar, Independence Day, and Tale of The Tape columns in the The Source. I think people hear my music and then they meet me and they really get to see that who I am and what I do musically are one in the same. And execs, writers, and fans gravitate to what they can feel and relate to and me being 100% real about who I am makes a lot of opportunities happen for me I guess. What’s next on the agenda for Romey? I’m currently booking the dates for the second leg of the “I Am King” tour, working on my new album and developing the rest of my artist in the Get Rich Stable: B-Ezee, Unit-7, YGR, Big Ten, and Tierney Chamberlain. www.iamromey.com, www.youtube.com/romeytv, www.myspace.com/getrichrecords www.twitter.com/romeymdwestking

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When you think of Southern cities making hip hop buzz, you automatically think of Atlanta, Miami, and Houston. Rapper SL Jones is now putting Little Rock on the map with music that showcases impeccable flows, clever wordplay and a unique brand of Southern slang. You are now officially introduced! Who is SL Jones? I am SL Jones—the best thing to come out of the South since Bill Clinton. Word play, I got that. Substance, I got that. Range and creativity, I got those too. You can feel my presence on the track. And I’m not just rapping, I make songs. I’m a writer and I take my craft very seriously. Where are you from? I’m from Little Rock, Arkansas. It’s the state that sits right on top of Louisiana in between Texas and Tennessee, up under Missouri. You might miss it on a map but I’ma put it on the map for sure! Home of some Crips, some Bloods, Razorbacks, Derrick Fisher, Bill Clinton, Walmart and, of course, me—SL Jones! What mixtape do you have on deck? “whYSLjones?” or just “YSL” for short—that’s the mixtape. Why should we listen to SL Jones? Y’all should listen to SL Jones because I make music for y’all—the people. Not just one particular group of people either but for everybody. If you identify with my music it’s because you relate to it. If you don’t, I promise you will still be entertained by it. I stand by my product—quality music. Blue magic baby [laughs]! When can hip hop heads expect the release of your mixtape? I’ma let the people decide by leaking tracks first as part of my “No Expiration Date” series. Once they hear the music they’ll start craving for the entire “whYSLjones?” project. You’ll get more of what you already love about rap: ill lyrics and beats—period! So when “whYSLjones?” drops expect to be entertained and educated on what I’m about. I know y’all sick of that watered-down orange Kool-Aid. I’m about to give y’all that pure premium orange juice. I’m good for you! www.whYSLjones.com

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Club Play in Miami’s South Beach is popping. Models wander through the club with nothing on but body paint. Not only is there free alcohol flowing, but chicken and waffles are on deck as well. Then Goons United by the New School take the stage and tear the club down. If this doesn’t sound like a typical advance-listening party, it’s because Goons United by the New School (G.U.N.S.) is all about the new. “With the music industry changing so fast, you gotta keep up, keep bringing that new shit all the time,” says Goons member Young AC. And that’s just what this up-and-coming group out of Florida is out to do with the release of their debut album, New Era set for July 27, 2010. A week later, G.U.N.S. arrives at the Coast 2 Coast offices in downtown Miami right on time. They come through the office and check out the studio down the hall. As we sit down for a group interview, it’s clear that these guys are young, but very determined. They all seem lowkey when first walking in, but as soon as I ask the first question about the album, the quartet is off and running, clearly hyped for the release of their first album. The Deepside Entertainment group has been making music and performing together for the past several years, each member bringing his individual talent to create something that isn’t often seen these days: the true hip hop group. Goons United by the New School is made up of Young AC, Pebo Florida, T-Stunna, and Jay Balla, who had all been rapping from young ages and are now set to revitalize the game. “We all recognized talent in each other and came together to do this music,” says Young AC. With several mixtapes under their belts, Goons aren’t strangers to putting out music that appeals to the fans. They also acknowledge how important those mixtapes have been to their careers and setting the audience up for the album. “People that been following us know about our music. They know what we coming with,” says Pebo. The most recent addition to their mixtape arsenal is “Independence Day,” released in collaboration with Coast 2 Coast Mixtapes on July 3, 2010. When asked if the album would have a different sound than what listeners have come to expect from the group, T-Stunna replies, “Mixtapes people expect you to be crazy, talk over the beat, just go wild. An album has to be a little more focused, but we still bring the same quality of the music.” Combining a lyrical flow with down South style, Goons is out to dispel the stereotype that Southern rappers only produce dance or d-boy tracks. “We got songs for everybody. We even got songs for you [referring to me]. We don’t just do one type of music,” says Jay Balla. “And we love the ladies,” adds Pebo Florida. “That’s why we got songs like ‘She The Deal.’” You can definitely hear the South, and especially South Florida, in the music, but there’s a variety to the tracks that’s refreshing. Goons United

by the New School stress that they focus on the content of the music as well as a new style that listeners don’t necessarily expect from the region. Despite the initials of the name, though, G.U.N.S. want to make it clear that their music isn’t just about some of the more negative things that are often represented in rap. “Yeah, we’ve all done some shit that we felt like we had to do. That doesn’t mean we need to glorify that in our music…even if we’re not trying to be role models, there’s always going to be someone looking up to you,” says Young AC. “And we all got younger siblings or kids that be listening to our music.” “We’re all trying to be positive and move forward with this music,” says Pebo Florida. And moving forward they are. G.U.N.S. went on a fivecity tour opening for Plies at the end of May, and has been doing shows all over Florida with plans for more once the album drops. “The tour with Plies was great… he even got on stage with us a couple times. He just really supporting what we doing and loves the music,” says T-Stunna. If their enthusiasm and the buzz they’ve created in Florida is any indication, Goons United by the New School have a bright future. Listeners these days, especially younger ones, have come to expect that artists are going to bring that fresh new content all the time. With the game constantly changing along with fans’ expectations, it’s important not only to recognize what’s hot now, but also to be on the cutting edge of what’s up next. This ideal represents all of what G.U.N.S. stand for as a hip hop group. As Young AC points out, “We’re Goons United by the NEW School. Everything we do is new.” www.goonsunitedbythenewschool.com www.twitter.com/goonsunited

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18 | Coast 2 Coast Magazine


Royce Da 5’9” - The Bar Exam 3 Royce Da 5’9” was first known to hip hop heads when he was brought to light by the then upand-coming, but successful, Eminem. Also from Detroit, Royce had been friends with Marshall for years and was his partner in rhyme. The two created some crazy dope songs together that tore through the underground back before everything was on the Internet. Since then, Royce has been through a lot of different things, including a fall out with Eminem. Now, years later, he is back on the scene bigger than ever as a part of the rap supergroup Slaughterhouse. After reuniting with Eminem, Royce and his Slaughterhouse companions are in the process of inking a deal with Shady Records. Fresh off news of the Shady deal, Royce teams up with DJ Whoo Kid and delivers his fans another volume of his underground classic mixtape series, “The Bar Exam.” This one is appropriately titled “The Most Interesting Man in the World,” with hilarious skits and interludes in between the lyrically slaughtered beats and rhymes. The mixtape is not only one of the best releases this year, but also a comedy CD, where Royce shares his sense of humor in between tracks and during songs such as “Vagina” and “I Hate Your Pants” where he rips on the new generation of skinny jean wearers. The mixtape has a mix of original beats and industry production, with features from Crooked I, Joe Budden, Joell Ortiz, Kid Vishis, Bun B, Black Milk, Elzhi, and more. Royce Da 5’9” is back in a major way and just dropped what may be the best mixtape of the year. Big Brill – Say Cheese Vol. 2 by Miss Ls With over seven years in the game, New Jersey native Big Bril showcases much growth in his latest release, “Say Cheese Vol. 2.” Raised in the rough streets of Newark, NJ, Big Bril keeps it real within his music, instilling concepts only experienced through his own life. With so many artists already portraying a pseudo lifestyle, the legitimacy of Big Bril’s words makes him all the more appreciated. Production is undeniably a strong point in the second of Bril’s “Say Cheese” sequence, with more original production than Vol. 1. With very few features, the northern rapper proves that he can very well hold his own. There were a few skip-able tracks, such as “Swagga On A Hundred,” and other selections such as “Feastin” and “Outer Space” with redundant lyric themes, only saved by the robust beats. However, Bril gains favor with standout records like “This Life Is Amazing,” “Clappin,” and “Forever.” More hardcore records including “They Mad,” “Stadium Music,” and “Cuckoo,” prove to be worthwhile as well. This project was a successful attempt to distinguish himself as an artist. The assortment of songs on the mixtape makes for a solid product. From club bangers, to records fit for the radio, and some catering just to the streets, Big Bril keeps it eclectic. For those who don’t tend to lend their ears to street music, they will definitely find this tape to be a guilty pleasure. Max B & Young Riot – A Wave Called Yes by Rasheed VP “DJ Next Presents: Max B & Young Riot - A Wave Called Yes” is a solid release from independent label Amalgam Digital. Max B dominates much of the mixtape. Young Riot holds his own alongside Max B, while the two consistently hold it down for Amalgam Digital with their shoutouts between songs. The 22-track mixtape is a great introduction for those who do not know Max B or Young Riot, as they cover themes from sex to hustling to getting high. The lyrics are what any Max B fan should expect, as the former ByrdGang artist raps about an array of experiences with features from familiar names. Labelmate Curren$y is the main feature on the mixtape and definitely stands out among the competition with his lyrics. Curren$y’s verses almost steal the show, but in the end it’s “Assassination,” “Off My Chest,” and “So Wavy” that prove to be the strength of the compilation. The mixtape bears the sound of acclaimed producers in Dame Grease of Ruff Ryders and LOX fame. Amalgam Digital producer Whitey also blesses the tape with his distinct sound on many tracks. Overall, Da 4 Horsemen (Max B, Dame Grease, DJ Next, and Joe) put together a strong effort in keeping Max B’s name out there as he deals with his current legal situation. The sing-song choruses of the mixtape provide an easy listen for newcomers to the two rappers. Max B and Young Riot fans should walk away pleased with “A Wave Called Yes.” Red Café – No Witnessesby Rasheed VP Could Red Café be New York’s hip hop savior? Is Bad Boy Records back? The only thing that is certain is that Red Café takes no hostages on “No Witnesses.” The lyricism is there on all nineteen tracks. There is great beat selection and his flow is crafty. The aggressiveness on every track is noticeable, yet somehow Café manages to make it work every time regardless of subject matter. The Brooklyn rapper’s mixtape is narrated by DJ Ill Will and DJ Rockstar. And while “No Witnesses” has many features, they are not in vain. Names like Rick Ross, Akon, Jadakiss, Lloyd Banks, Fabolous and Busta Rhymes makes one wonder what the budget for this mixtape was. Then again, Red Café is signed to Bad Boy Records, Konvict Muzik, and Interscope Records. The mixtape features a remake of the hip hop classic “Luchini,” which features Fabolous. The wordplay is there, but before listeners jump to compare this track to the original, please remember this is a mixtape. The track with Ray Lavender fits in surprisingly well. “I’m Ill Pt.3” is probably the strongest track and overall the mixtape is one of the best to come out of New York in recent memory. Red Café is not going anywhere. The “No Witnesses” mixtape will do wonders for the numbers in his fanbase. The features only help the mixtape because Red Café proves he can hold his own against rappers of high caliber. The concept and message of the mixtape are clear. Red Café isn’t new, you just never paid him any attention.

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The Official Core DJ Retreat 12 Mixtape – Hosted by DJ Nasty by Miss Ls This year the Core DJs held their 12th semi-annual retreat in Orlando, Florida. It is a music entrepreneur’s dream, bringing in the industry’s top label executives, DJs, artists, and journalists. In an era of hip hop where a plethora of artists are trying to kick in the door, the Core DJs have become an industry tool, providing networking opportunities and showcasing rising talent. In addition to holding an outstanding event, fans are also presented with “The Official Core DJ Retreat 12 Mixtape.” The tape overall has a pleasant variance, from hard street tracks, to catchy tunes such as “Throw Dat,” “One Shot,” and “I’ll Deliver” that made the compilation more enjoyable. While they weren’t standout selections, they would be something I might lend an ear to if I caught them on the radio. Others, such as “Nod Ya Head,” “Shoes Like Money,” and “Chicken Wing,” threw off my listening experience. Between bad delivery and rather daft lyrics such as “quiero comer te como un pollo / I just want to rub you with oil” these are some records the Core DJs could have done without. The majority of songs lacked original concepts and favored music already on the market; however, adequate production benefited the otherwise monotonous verses. While it’s not highly recommended, it has its peaks and is befitting of a party atmosphere. Sha Stimuli - Overtime: My Soul To Keep Sha Stimuli is one of the most gifted, yet underrated, lyricists in today’s urban music industry. With a heavy buzz online carried mostly by relationships with key blogs, Sha has been releasing a lot of material for the past few years, proving that he has what it takes to be a staple in what’s left of today’s hip hop game. Late in 2009, Sha released the My Soul to Keep album with Chamber Muzik/E1 (formerly Koch). While the album received great reviews and put Stimuli on another level in his career, he still felt the album was way too slept on for the masterpiece that it was. So he took it into his own hands to shed more light on the project by releasing the new “Overtime” mixtape, freestyling straight lyrics over some of the original beats he used on the album. His display of lyrics, flow, and wordplay should let any doubters know that My Soul to Keep is definitely worth the $5–$10 purchase off the ‘net. Also included on the album are a few bonus songs that do not feature beats from My Soul to Keep, one of which is “Horroglyphics,” where Sha goes back and forth with the legendary lyricist Nas. The opening track “I Apologize” is also to another beat not on the album. The track kicks-starts the mixtape as one of the most powerful joints on it. On “I’ll Be There,” Sha nears the wrap up of the mixtape with another powerful performance. Count Much More Ent. - The Presidential Campaign - Hosted By DJ Noodles By Miss Ls What can be said about DJ Noodles? Chances are he’s worked with your favorite rapper in some way, shape, or form. From J.Cole, to Pitbull, and even Young Money’s next billionaire Drake, he’s built up an impressive resume strong enough to show the naysayers. All that to say, “The Presidential Campaign” is serious downplay from what we usually expect from Noodles. Truthfully, the full 21 tracks on this mixtape were a lot get through. Simplistic word play and weak delivery were a few downfalls to say the least, and the commonplace production wasn’t much of an addition to the project either. While the street mentality can come off as a bit cliché, Count Much More Ent. did get a glimpse of redemption with the excellent sound quality. With proper marketing, they could possibly gain some notoriety with the contagious chant from their track “Goon Walk,” “If you ain’t a goon, get the fuck up out the room!” Several other selections could find themselves on the mainstream route as well, like “Chasin Money” and “Rep Yo City.” However, all in all, the project was nothing to be excited about. “Laugh now, cry later / pass out and die later / either way, I’ma keep it shakin’ like a vibrator.” A standout line, more for it’s humor than anything. If you get past the awkwardness, some off the wall punch lines are sporadically thrown in. Ultimately the mixtape doesn’t merit a grand review, but it’s safe to say it’s not the worst I’ve heard. Jay Uno – With Out The Hate You Get No Love - Hosted By DJ Bedtyme 357 By Miss Ls There’s something about New York hip hop that makes you listen—the vibe catches your ear and enthralls you in a musical aroma. In this case, northern flavor is apparent in Jay Uno’s “With Out The Hate You Get No Love.” Through his dope production, Jay Uno sets off your listening experience just right, keeping you tuned in with his conscious rhyming. However, while this is constant for most of the mixtape, he does take a few detours with tracks worth being overlooked such as “What I Do,” and “Smoking Blunts, Making Cream.” I mean, we can’t like them all, right? Jay might also benefit from sharpening his wordplay. A few times I couldn’t help but think Have I heard this before? But the gimmicks and jargon are short lived, and Uno keeps a wave of consistency with his conceptual rhymes. Where Jay Uno does win is his attempt at variety and the manner that he pours himself into his songs. Tracks like “Y Wouldn’t I,” and the mainstream friendly “On Me” are some creations that will surely gain your favor. This may not be a 5-star mixtape, but even with its less creative tracks the project has its fine points. All I can say is, with over 10 years in the game, let’s hope we can see Jay going further than the mixtape buzz sometime soon.

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Best of the Best 2010 – Mixed by DJ Epps by RasheedVP “Best of the Best” is the official mixtape for the May 30, 2010 concert by the same name. The annual concert was in Bicentennial Park this year in Miami and by the lineup of the mixtape, the title “Best of the Best” is very fitting. The contributing artists range from rap to reggae and dancehall, but the caliber of the songs is all top-notch. New favorite in the rap world, Nicki Minaj blesses the mixtape early rhyming, in her West Indian accent on Gyptian’s remix of the dancehall hit “Hold Yuh.” Miami natives Trina and Rick Ross team up as well to represent their Caribbean culture (Ross is Haitian and Trina is half Dominican). Do not get it twisted; “Best of the Best” is not a rap mixtape by any means and is most definitely dominated by the dancehall greats. Listeners of both genres will be pleased to hear the sounds of new favorites Michel Montano, Vybz Kartel, and Serani. Recent classics “No Games” and “So Special” are back-to-back like they would be on a real “bashment” (dancehall party) playlist. Well-known artists Buju Banton, Baby Cham, TOK, and Capleton have songs mixed in. If you have been planning on updating your dancehall playlist with new songs, then this mixtape is a step in the right direction. The mixtape transitions quickly, so listeners get to hear a total of 50 tracks. Fans of both cultures will bask in the fun of the “Best of the Best” mixtape. Jay Starr – Edge of Darkness by rasheedvp Jay Starr’s “Edge of Darkness” is a great look. Presented by DJ Research, this new mixtape should get the artist’s reach outside of the tri-state area. Jay Starr holds it down solo, but pulls out a few features—and a couple surprising ones at that. On “Edge of Darkness,” the Harlem native gets deep with his subject matter, from personal issues with his mother to how he was treated as an overweight youngster throughout school. The track “Motherless Child” shows Starr’s versatility in style as well as ability to manipulate a sample successfully. Jay Starr’s mixtape is not all dark, though. It has tracks that are fun and fairly flashy, as one might expect to hear from a Harlem artist. “Throw Dat” and a few other tracks provide the braggadocios lyrics to even out the seriousness of the mixtape. On “Boss Chick,” Starr gets help from industry vet Lloyd. Model and newcomer rapper Lola Monroe also blesses the track with a solid eight-bar verse. Jay Starr recruits Rick Ross for remix to his song “Venom.” Jay Starr keeps it real by penning life experiences, but keeps it light-hearted in other places. Overall the mixtape demonstrates Jay Starr’s lyrical ability and versatility favorably. Jay Starr could very well be a rapper that we start seeing more often. “Edge of Darkness” has something for everyone and quality enough to earn Jay Starr the respect of anyone who considers themself a hip hop fan. T.I. - Fuck A Mixtape Fresh out of serving his prison sentence, T.I. links with DJ Drama and DJ MLK for a Gnagsta Grillz mixtape ironically titled “Fuck A Mixtape.” Tip has done plenty of mixtapes in his career, especially with DJ Drama, but at this point in his he is well above the level of needing to put out a mixtape of any kind. But fuck it; he does it anyway. However, this mixtape sounds more like an album, with all original material from world-famous producers such as Timbaland, Swizz Beatz, Jim Jonsin, DJ Toomp, No I.D., and many more. T.I. brings out the stars as always—on this mixtape he casually pulls major guest appearances such as Lil Wayne, Keri Hilson, Young Jeezy, and Killer Mike. Songs such as “Get Yo Girl,” “Here We Go Again,” and “Yeah You Know” can easily be platinum singles, while “Welcome Back To The Trap,” “Whatcha Sayin Tip,” and “No Competition” will keep the streets poppin’ for Tip. Bringing a comedic and fun aspect to the mixtape, Kevin Hart, Jamie Foxx, and Lil Duval add skits and drops throughout highlighting the “Fuck A Mixtape” theme. From start to finish, this mixtape is better than most albums that have dropped in the past three years. T.I. is here to let everyone know “The King’s Back!”

Rick Ross & Big Boi – Southernplayalisticmaybachmusic - Hosted By Mick Boogie By Miss Ls Exclusivity is the groundwork for a big name in an industry, where these days new music is as common as socks and underwear. Common is not the word for the cosmic explosion of sounds that is “Souther nplayalisticmaybachmusic,”a genius blend courtesy of one of the most sought out DJs, Mick Boogie. The tape consists of two artists who are heavy in the game. Big Boi, who has been rocking speakers worldwide since his Dungeon Family days; and Rick Ross, who has most recently extinguished the attempted defame of his street cred and has been hyping his latest studio project, Teflon Don. This is a mixtape that needs to be added to your playlist—that is if you haven’t already. Standing out amongst the many tapes of might-as-well-be-an-album releases, it’s a flawless mix of some of Big Boi and Ricky Rosay’s best. The standout tracks on this project can’t be narrowed down; how could you even think to exclude any of Ross’ street bangers or the Outkast classics? From the sultry vocals of Mario Winans on “Get Away,” to the nostalgic drum patterns on “Players Ball,” this compilation is complete satisfaction from start to finish. “I’m the magnificent, with the style classified different / All the while, I just am, no swag is missin’...I am iceberg cold, deep I’m shivering,” Big Boi spits over Ross’ “Magnificent,” properly closing this mixtape. You will love this music.

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Eminem - Recovery It’s safe to say that Eminem is back in a major way. Not only is he back on the mainstream scene with the number one record in the country (“Not Afraid”), he is also back to the old Marshall Mathers that we all know and love, killing every verse from start to finish. It became clear that Mr. Mathers was back to claim his throne when the first single off Recovery was the first song in over thirty years to debut at number one on the Billboard charts its first week out. Since then, the leaks from the album have sustained the hype, showcasing Eminem’s lyrical talents that we first saw in him when he burst on the scene in the late ‘90s. This album was not entirely, or mostly, produced by Dr. Dre; instead he went with Just Blaze, Boi-1da, and other notable producers for his beat selection. This brings out another side of Em and gives fans a chance to hear him on other producers’ beats, which doesn’t happen very often. After almost dying from an overdose and struggling with getting and staying sober, Eminem reflects on the last few years throughout this album and lets fans know why he has been missing in action this whole time. Songs like “Going Through Changes” and “Not Afraid” explain where Marshall’s head has been at as of late, and “You’re Never Over” shows his emotions about the death of his best friend and associate, Proof. Tracks like “On Fire,” “Seduction,” and “25 To Life” give hip hop heads the lyrics and punchlines they’ve been missing during Em’s hiatus. Overall, this album is definitely a treat and as Eminem says himself, “...the new me is back to the old me...”

22 | Coast 2 Coast Magazine

Drake - Thank Me Later Since he first burst onto the mainstream music scene with Young Money, Drake has been working on one of the most anticipated debut solo albums in hip hop history. In 2009 he released “So Far Gone” which was a nearly 100% original mixtape. Many thought that this was Drake’s first release, but in fact he has put out numerous mixtapes and projects in the past and was a mainstay on what are now well-known hip hop blogs. “So Far Gone” marked a new era for Drake and for hip hop altogether. Hip hop and mainstream pop music fans have fallen in love with Drake, catapulting his singles to number one on Billboard charts and making him a household name with an everyday presence on MTV, BET, and all other music TV networks and radio stations. After a long wait, Drake’s debut solo album, Thank Me Later has finally been released as of June 15th, 2010. With production from Kanye West, Boi-1da, Swizz Beatz, and more, the album shines with star power alone. Features from Jay-Z, Lil Wayne, Young Jeezy, The Dream, Alicia Keys, and T.I. add to the star-studded album and will only increase sales for the hottest new kid on the hip hop block. Highlights off the album are hard to find due to the fact the whole album is a great piece of work, however, personal favorites include, “Karaoke,” “Fancy,” “Light Up,” and the introspective yet confident outro track, “Thank Me Now.” From start to finish, the rookie of the year’s album lives up to the hype and will leave fans thanking Drake now, rather than later.

The Roots – How I Got Over By RasheedVP The Roots provide the live instrumentation sound in a way only this band can. The perfect mix of bass and snare drums, vivid lyricism, and smooth blues choruses is what listeners will find on How I Got Over. ?uestlove’s production is so on-point, listeners might be surprised to know there are only three tracks that contain some kind of sample or excerpt. The album really becomes alive on the fourth track, “Radio Daze,” and luckily for the listener the tracks keep getting better from there. The title track “How I Got Over” is a testament to overcoming obstacles while “The Fire” is a great motivational track featuring John Legend on the hook. As expected, Black Thought shines with each verse and inspires with his lyricism. The best feature verses come from Peedi Crack and Truck North on “Web 20/20.” Atlanta, GA native STS is featured a couple times and seems to be a promising emcee. The band continues to put on for underground and upcoming artists with a remake of “Dear God 2.0,” which takes the same format of “The Seed 2.0” originally performed by cult legend Cody ChesnuTT. The three tracks that do not have features are short and for the most part just dope instrumentals. In perfect Roots fashion, the band takes portions of other artists’ tracks and makes them their own. How I Got Over is very much thought provoking, yet relatable to anyone who deals with real life issues. Without always getting specific on the tracks, The Roots will counsel whatever problems you may be going through.


What is your daily routine as a DJ? My daily routine consists of checking e-mails, reviewing music, working on my craft, maintaining current relationships, and making new relationships. I spend a lot of time promoting/distributing my mixtapes, other DJs’ mixtapes, and artists’ music. I make sure to brush up on my DJ skills almost every day, whether it’s just scratching over a beat real quick or going in on a full mix. How often do you do mixtapes and what’s your biggest/best series called? It depends on my schedule. I’ve been known to drop two to three in a week, sometimes more than that. I have several promotions where I drop excessive amounts of mixtapes. I keep a full plate so even when I’m not dropping mixtapes, I am always working on them. My biggest series is “Smoked Out Radio,” but my newest series “Twitter Radio” is taking over that spot. How important is the DJ’s role in the music industry? I think the DJ’s role is very important because there are many different types of DJs. You have turntablists that show excessive skills, you have celebrity DJs which are well known and have strong relationships within the music industry, you have the club DJs who keep the streets going nuts, then you have the mixtape DJs (like myself) that break new music and artists. As a whole, DJs’ role is very important in and out the industry. We are the middlemen to the streets, radio, and many other outlets for artists music to get bought, sold, and heard worldwide. What have you done to keep up with or stay ahead of the fast paced music industry today? To keep up, I make sure I stick with the roots of hip hop, and I pay attention to the current events to stay relevant in hip hop. Being a newer DJ, I knew I had to stand out from the crowd. I dedicated a lot of my time to doing mixtapes, making relationships with artists, DJs, and media outlets. In short, I try to go harder than the next person and stay true. What’s your advice to independent artists looking to break into the game? Be professional; treat this as your career. Do your research. Put a realistic plan together, put it on paper, and execute it. Don’t sell out, and stay true to yourself and your art form. What’s your advice on how artists should approach a DJ to play their music? Do’s and Don’ts? Don’t ask for free services; pay the costs. I also believe in the barter system. Asking for free services is a fast way to get ignored, people talk. Keep good relationships with DJs and support their grind, just as you want them to support your grind. Don’t bring a cocky attitude to the table. Your fame doesn’t make or break that DJ, and vice versa. Respect goes both ways be grateful IF you get something for free. What projects are you currently working on? The project that I have been putting my heart and soul into is going to be a double disc. It is still untitled. This mixtape is going to be hosted by the late great Guru of Gangstarr. Guru recorded drops to host this mixtape before his untimely passing. The second disc will be a tribute to Guru and Gangstarr. Far as my current projects I’m accepting songs for both my main mixtape series “Smoked Out Radio” Pt. 22 and “Twitter Radio” 2.0 Hosted by Dj Tommy Gunz (New Jersey). “Twitter Radio” is going to be real heavy with 2000 copies hitting the streets. Also, for my third-year anniversary I am going in to do a huge promotion for the month of September. Last year I did 31 flavors = 31 mixtapes; 31 mixtapes from scratch, one a day for 31 days. This September (2010), I’m going for 50 mixtapes in that month. I am currently seeking alliances with bloggers, website owners, DJ crews (Coast 2 Coast included), and my current affiliates. If you are reading this and you fit the mold, feel free to contact me ASAP. Anything else you would like to add? Make sure you check out Coast 2 Coast Vol. 128 mixed by DJ Smoke, and I also mix many of the Showcase mixtapes. Coast 2 Coast gets it in! One last thing: if you have not already done it please take a second to go to http://www.southernentawards. com/ballot/nominate.html and nominate DJ Smoke for Mixtape DJ of the Year, and any other field that you feel I fit in. I am trying to win Mixtape DJ of the Year and go to the SEA awards! www.myspace.com/djsmokemixtapes www.facebook.com/djsmokemixtapes www.twitter.com/djsmokemixtapes

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