THE GREATEST OF ALL TIME: LL COOL J By: Rahiem Shabaz
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The Legendary rapper LL Cool J did not take the Midnight train to Georgia to pay tribute to the soulfully singers Gladys Knight and Ron Winans. Most likely, he flew 1st class to the Peach State, where he held his meet and greet at their widely respected eatery (Gladys Knight & Ron Winans Chicken & Waffles) in downtown Atlanta. The aura of the atmosphere was akin to a celebratory event for hip-hop, which has been at a crossroad for the past few years, with its slumbering CD sells and mediocre artist to match. The musical fulfillment that LL brings overruns with promises for hip-hop’s gradual return to record chart dominance, after a prolonged period of absence.

The rapper best known for his multi-platinum albums on Def Jam is releasing the aptly titled album “Exit 13”, which is his thirteenth album on All-Star label Def Jam, but it may not be his last, states the relentless entertainment juggernaut. ‘I plan to continue putting out music for fans who grew up on my music and for all the newly acquired fans that is digging LL today,” he continued.

Once known as the baby face 16-year old wearing a Kangol rapping about how he could not live without his radio, to the now muscle-bound rap icon, things still remain the same for Todd Smith. He is still possesses the youth energy of that same 16-year old that stole the show in the most memorable scene in Krush Groove, two decades later. The undeniable quest for authentic music that resonates with hip-hop’s core audience as well as Top 40 radio is what keeps the rapper relevant in today market. There is no rapper from the mid 80’s, who still possess the bluster or lyrical ability to remain a household name, but as the saying goes, Ladies Love Cool J.

“I worked on this for two years as opposed to two and a half or three months. Instead of doing two movies in between the creation of the album, I turned down eight movies,” he says. Instead of taking, what I created in those three months of mixing it and putting it out, I actually made three albums to get the one album,” he continued.

Excited by his trademark flow and prolific lyrics on the album’s debut single Baby featuring R&B crooner Dream, radio stations and fans across the country are showing that LL Cool J still has what it takes. When asked, what selection from his catalogue would be next to impact the charts, he states, “Heart Beat is definitely in the running, so is You Better Watch Me and Get Busy which is a real hard record.”

Throughout his journey and travels from being one of hip-hop’s biggest names, he made a smooth transition to acting both in films and on his own sitcom, In the House. All of his career moves taught him a lesson in life. But, the biggest lesson learned was during the recording of his current album. “The lesson I learned on this album is that you keep creating until you love it. I invested every dime and all my energy in this album in terms from a budget perspective. I drove Def Jam bananas,” he chuckles.

As an entrepreneurial maven and visionary, LL Cool J understands fashion, and is not just another rapper, trying to parlay his popularity into a brand. Most recently, the Hollis Queen native’s LL Cool J line debut at Sears. "I entrusted Sears with my name and my clothing line because I wanted to keep it real," said LL Cool J. "The world didn't need another $5,000 pair of jeans. I wanted to create an inspirational, authentic line that was also affordable.” "Fashion is for the whole family," he said, noting that his wife and children will play a key role in the installation.

If you thought having a rap career and fashion line was enough for the burgeon businessman, who is part of the founding team at Boomdizzle.com then you are extremely wrong. Boomdizzle.com is a music site developed by LL where people can go and hear new music from emerging artist. The platform is in its beta stage with thousands of users and official launches next month. “I wish this medium existed when I started states, LL the owner and visionary behind the website.

My nomination celebration for Journalist of the Year took place two days ago and it was a success. More people than expected came out to support your boy. It was truly rewarding to see folks who gave me my start in the industry, come out to congratulate me and wish me continued success.

I want to thank Taya and her staff at Rise Above Events for spending countless hours planning the event and handling all the media request. I want to also thank Exclusive Access Magazine and MyModelTalk.Com for sponsoring the event. I can not forget Don (Atlanta After Dark) who providing us with the venue.

And last but not least, I got to shout out Litte (CEO of Hoodcaso Clothing) who did it like we were back home in Hustlin Harlem. He never waited for the bottles to chill on ice before buying more and more. The club ran out of bottles at 2:00 A.M. Need I say more?

Check the pictures out from the party. And no, the pictures from the after party will not be posted. (lol)