Patiently Waiting
“2
0 Bricks,” “Put Me On,” and “Never Be The Same (20 Bricks Pt. 2)” might not be the most familiar songs on your local radio station. But given corporate radio’s lack of interest in many talented local artists, a music video often takes them to the next level in self-promotion. Hit up YouTube and type in Laroothh; you’ll see a half-dozen of his recent music videos of professional quality that even MTV Jams couldn’t deny. The channel offered the 10-year-rap veteran some well-deserved exposure for his latest effort The Corporation and its first single, “Money and Power” featuring Keak The Sneak. “[Videos] are the biggest thing right now,” says Tha Hard Hitta, a nickname Laroo earned while growing up on the streets of Richmond, CA. “The game is changin’. Everybody’s [listening to music] on their iTouch, iPhones, and YouTube. If you’re really tryin’ to push a song, [those are the best outlets]. If you hear a song so many times you start to visualize how that shit would look. So I hit ‘em with the visual first, then the audio. That’s the key right now.” What’s also key is ownership, which is why Laroo started his own film/video production company, a subsidiary of his Timeless Music Inc. record label. He is also CEO of the production company. “I can do a shoot for anybody,”
32 // OZONE MAG
the shot-caller boasts proudly. “We’ve got a strong staff and we own all our own equipment. I do professional shoots; I can call a shoot at the drop of a finger.” Laroo’s latest side projects are the Rappers and Trappers DVD, an in-depth look at the Bay’s lifestyle beyond what outsiders think of as “hyphy.” It also offers an introspective look at trap life in ATL and is the official movie and soundtrack to 20 Bricks - The Series with The Jacka. Having released his first album Fear No Fate back in 1998, Laroo has become an integral part of the Yay’s rap scene. He’s spent time with the AWOL Records rap collective (a tight knit family that includes Marvaless, Killa Tay, Pizzo and Luni Corleone) before branching out on his own. He recently signed a deal thru E-40’s Sic Wid It Records to release The Corporation. Armed with an enormous catalogue (evident on his myspace/laroothahardhitta page and itunes) his knowledge of the business was gained thru trial and error. It’s not just about rap, it’s business first. “This is my time now,” he says confidently. “I started in the game real young. I went into the business aspect of it rather than me just rappin’. Now I understand and now I see results because I understand what I’m doin’. I don’t have to go punch no clock; I’m able to survive off my talent.” Words by Kay Newell