Forget Fab, in NYC, Memph Bleek Got Next?
Yeah, I said it, and you probrably think that I’m crazy (trust me, you wouldn’t be the first to think this). But, back in 2004, I placed my money on Lil Wayne, and the rest is history. Remember, back in 2003, there was so much speculation about what’s going to happen. Is Tupac coming back? Its been seven years already. Here’s a good one, 50 Cent is Tupac reincarnated. Things like that, who’s going to win 50 or Ja G-Unit, or The Inc. Its funny, out of all of that Lil Wayne won. People were searching for that new, different artist, like Tupac, but he had been there for the entire ride. No, I am not saying Lil Wayne is Tupac, there will never be another Pac. But, in the same token, there’ll never be another Wayne, either.
If you remember, Lil Wayne was not the flagship artist for Cash Money. He was an accessory, a filler-type artist. Cash Money was all about Juvenile and his Hot Boyz. Juve made most of the hits, then B.G., made a few, and every now, and again Lil Wayne would get one. But, things happened and Cash Money fell off, and Wayne was all that they had. I remember how horrible of a rapper Lil Wayne was, you couldn’t even understand what he was saying. Then, in 2004, so much hype is being placed on Destiny’s Child’s final album, Destiny Fulfilled. Their second single, “Soldier” was to feature two of the hottest rappers in the south, but all they were able to get was T.I., and that guy from Back That Ass Up. The song, featured Lil Wayne, and then he released Go DJ!, then Wayne became the future of hip hop. But, he had enjoyed a few hits in his career, much like Cam’ron. Upon its release, many people wondered why they chose Lil Wayne to rap alongside T.I. But why? T.I. is the rubberband man.
When that song hit radio things changed. More emphasis was placed on Wayne’s verse than the rest of the song. Due to this Lil Wayne released two platinum albums, Tha Carter I & II. Because of label politics, his next album, Tha Carter III, faced numerous push-backs. He had about three failed lead singles, but in February, all that changed, too. Wayne did something out of his element, and it paid off.
Now, take this same philosophy up to Brooklyn. Ever since 2003, there has been much talk about who is going to take over the rap scene of New York. Many people have said 50 Cent, but he has hit a slump. People are wanting someone new. Due to this, many people have banked on Saigon, Papoose, Mims, Maino, and Jae Millz. But, I say look for a veteran. Then, everybody says Fabolous. He has previous history, he’s a good rapper, and he is semi-successful. But, he’s not the only one. Really, who else? The guy who was supposed to have it anyway… according to Jay-Z. Back in the day, Jay-Z had planned to retire in 1999, and he was to pass the baton to his labelmate, Memphis Bleek.
Jay-Z set this guy up for greatness. He signed Bleek to Roc-A-Fella Records in 1996, and placed him on his debut album. Also, Jay-Z told Bleek to go get your own. That’s exactly what Memphis Bleek did. In 1997, he started Get Low Records as an imprint under Roc-A-Fella/Def Jam.
In 1999, Memphis Bleek debuted along with Ja Rule. There was so much hype around Bleek, and his release, but it was Ja Rule that took off. Why wasn’t anyone feeling Bleek? He was always on a joint with Jay-Z, Beanie Sigel, Freeway, and other Roc artists. Every now and again, Bleek did score a hit. It didn’t happen on his debut album, because I don’t remember Memphis Bleek until 2000. He must have had a half-a-hit for his three singles. Despite that, his debut album, The Coming of Age, did certify at Gold.
What’s so bad is that it wasn’t Jay-Z or Nas that provoked their epic 2001-2002 feud, it was Bleek. But, it ends up making Jay-Z and Nas two of New York’s hottest emcees, and was the legendary point in both of their careers. Still, no love for Bleek. Cam’ron decides to move his Diplomat imprint to Roc-A-Fella Records in late 2001. Cam’ron was an artist similar to Bleek, a hit every other year, but never anything major. So, in 2002, Cam drops his third album Come Home with Me. He has the two biggest singles of his career, and even Juelz Santana ends up getting a hit out of the deal. Even Roc newcomers end up getting more success than Memphis Bleek. In 2003, Memphis Bleek’s day was supposed to come. He released his hit single, Round Here with Trick Daddy and T.I. The song had that Dirty South swag, but still had that Winter New York feel. Still, Bleek doesn’t go platinum. He features Nate Dogg on his next single, still, nothing. Only 8 months earlier, Nate Dogg, helped 50 Cent avoid becoming a one hit wonder. So, what’s going on? He’s done songs with Jay-Z, and Ja Rule, where are the hits. He has beef with The Game, but still no attention. In 2004, Kanye West (the label’s freaking in-house producer) begins a rap career, and it takes off before Memphis Bleek’s. In 2005, Memphis Bleek gets Swizz Beatz on his album to rap and produce. Everything he touches turns to gold. But, not for Bleek. He is featured on Bleek’s 2005 single, Like That. That single did get moderate airplay, but still did not give Bleek that hit. He even had Rihanna on the album, but still, all he managed was Gold.
But, the album did have one major hit. He decided to let Jay-Z have a full song on his album, and release it as a single. It become Bleek’s biggest hit to date, as this song led to rumors of a Jay-Z comeback. Still, no love for Bleek, but why. Because everything has been handed to him. You know what it takes for Jay-Z to feature you on his album. A lot, unless you have been riding with him since day one. Why would all of the popular artists such as, Missy Elliott, Ja Rule, N.O.R.E., Twista, Carl Thomas, Trick Daddy, T.I., Just Blaze, Nate Dogg, Scott Storch, M.O.P., Irv Gotti, Rihanna, and Swizz Beatz all want to work with Memphis Bleek. Because this is Jay-Z’s boy, we help him out, so that Jay will let them work with him. But, this is what Bleek needs, he needs to be invited on a joint with T-Pain, Lil Wayne, DJ Khaled, T.I., Dr. Dre, or someone of that stature. He needs for it to be a single for the album, and he’s got to spit a very, very, very hot verse. Could you imagine, Memphis Bleek being on the first single from Detox, and holding his own on a Dr. Dre beat, as a matter of fact putting it down. Think about it, no matter what Dr. Dre is getting a hit because he’s Dr. Dre, it doesn’t matter who is on the track or what their verse it like, its going to be hot. But, what if its hot anyway, just fire on its own. That would lead to everybody wanting Bleek on their projects. Then, due to a few more hot verses on hit singles, Bleek is hailed as the best emcee ever (even when his verse may be average). After that, Bleek will be able to make other artists’ music into hits (r.e. Chris Brown Gimme That with Lil Wayne). So, then anticipation builds for a solo album, Roc-A-Fella gets to work, people are riniging Memphis Bleek and Get Low’s phones off of the hook to get on his album. He gets everybody together, then what does he do. He gets a joint with someone he’d never do a song with (like an Usher of Ne-Yo) and just go over their heads, like Lil Wayne with Lollipop. All of a sudden, Memphis Bleek is the young rap god he was destined to be. Then, he can get away with the crap he puts out. One original hit, equals successful follow-up hits, and platinum albums. Sounds easy, doesn’t it. It is, but, first, you have to get on the right joint.
But, coming in 2009, Memphis Bleek – The Process June 2009.
