The reason Jay-Z once told Ludacris he would “never” be a star
Ludacris is a household name in hip-hop and has a multitude of rap anthems under his belt. From ‘Number One Spot’ off his album, Red Light District, to his underground hit ‘Stand Up’, Ludacris most definitely has some jams.
Ludacris created some fantastic music during his career. His debut album, Back For The First Time, gave the city of Atlanta an authentic voice for the first time. As a southern artist on the Def Jam South label, Ludacris, along with his cohort, Disturbing Tha Peace, was integral in bringing the ‘Dirty South’ experience to the world.
With tracks such as ‘Southern Hospitality’ adding to the regional melting pot of hip-hop, Ludacris brought the slang and the vibes of the ATL to the masses. However, during a recent appearance on Stephen Jackson and Matt Barnes’ All the Smoke podcast, the emcee stated that he doesn’t get the credit he deserves as a lyricist.
While speaking to Jackson and Barnes, Luda unveiled that even Jay-Z told him he would never get respect for his lyricism, unveiling, “It was big, but there was a downside to it because even Jay-Z was one of the ones that said, you know, he don’t think I get the lyrical credit that I deserve because of the visuals.”
Whether it’s album artwork or the way you shoot your music videos, perception and branding are big parts of the music business. If you get it wrong, it can throw off an entire audience and make you an unattractive artist and brand.
As such, the cover of Word Of Mouf is so outlandish, and the artwork of Chicken-n-Beer is equally comical, which can lead viewers and listeners to believe that perhaps your music, too, is gimmicky and not serious.
Stating that he did it in the most authentic way to him, Ludacris detailed, “People ask me, ‘Why don’t you think get the credit?’ Because I played too goddamn much, that’s what I do! And I wouldn’t have it any other way. That’s why my name is Ludacris because it’s beyond crazy, it’s wild, it’s ridiculous.”
Luda has always had crazy, exciting music videos with over-the-top outfits and expressions. However, that has led to many looking at his work as unserious. Elaborating on this, Ludacris explained, “I like post-effects and augmenting reality, big-ass shoes with big-ass chains, and bobbleheads and all that. So I get it; I can’t be mad at it. I just have to show the multi-faceted aspects of myself, and I actually love that.”
Many MCs can get lost in the visual authenticity conundrum. Although people love and respect Busta Rhymes, his quirky music videos eventually ended, and he is perhaps less recognised as a lyricist due to the fun and silly image he had in the 1990s with videos such as ‘Gimme Some More’ and ‘Put Your Hands Where My Eyes Could See’ epitomising this.
Still, although people don’t consider Ludacris one of the greatest lyrically, many fans do hold him in high regard and recognise him as someone who profoundly increased the popularity of Southern rap.