5 Reasons Rick Ross Could Be Hip-Hop's Greatest CEO

"I made a transition from the thieves to the biggest executive Def Jam's ever seen." (Magnificient 2009)

When I first heard Rick Ross utter these words I couldn't think of what drug in the world he wasn't on to make such a bold statement.

The biggest executive Def Jam had ever seen was obviously this guy

And Rick Ross obviously wasn't hangin with the thieves because he was this guy

But 2011 has proven different for the self-proclaimed "fat mutha****". Ross has got his C-O *cough* I mean CEO hat strong making some of the biggest signings of the year in rap music. Every move he's made is strategic, well-planned, and further proof that literally and figuratively he may be the "Biggest boss that we've seen thus far." Peep below for 5 reasons on why Ross may prove to be hip-hop's greatest CEO. #runh

1. Established His Brand: M-M-M-M-M-Maybach Music. Unless your deaf or never heard a Ross song you've heard this crafty signature at the beginning of most his tunes since it was originally introduced on the track "Maybach Music" ft. Jay-Z.  Ross is a branding monster. Who else would be able to survive a beef with 50 Cent (that he lost) and come out one of the biggest names in rap music. Establishing your brand is especially important when creating a musical dynasty. Fans have to fully understand and trust you as an artist before they can trust you as a co-signer of up & comer's. Unfortunately in hip-hop many people get this wrong. After a hit single, it seems any and everyone gets a label where they don't hesitate to put their aunties, cousins, brothers, best friends and baby mamas on...which brings me to my next point.

2. He didn't put his homeboys on: I have bolded and underlined this point because it is the NUMBER ONE mistake rappers make once they get a label. Loyalty is one thing, but putting your talentless friends at the forefront of your artist roster is going to make your talent assesment skills look sketchy. So yes, Gunplay does have a feature on Deeper Than Rap, and yes, Triple C's does have an album out (this may be your first time hearing this information) but these guys aren't the STARS of Maybach Music. Gunplay has slowly shifted to the back of the Maybach playing his role as label goon, more so than a credible rapper. Every group of people needs a goon, and who better for the position than a dude named Gunplay.

3. Did His Homework: When Ross began signing artists for Maybach, he did thorough research and sought after the most young, gifted, and talented artists he could find. It all started in 2010 when Ross declared on MTV Rapfix he wanted to sign Wiz Khalifa on the heels of his success with the "Kush & Orange Juice" mixtape. Although Wiz respectively declined we began to see the type of artists Ross was courting to build his empire. He was looking for MC's deeply rooted and respected within the hip-hop culture. Therefore, Ross signing struggling and heavily talented MC Wale to his Maybach imprint was a match made in heaven. Of all the rappers on his roster (outside of recently signed Stalley) Meek Mill, Pill, and Wale have all graced the  XXL Freshman cover. This award goes to the industry's most promising talent, and the bawse his proven that even with his signature frames covering his face...he's got his eyes on them.

4. Represented for the Regions: This point is actually the differentiator in what may make Ross Hip-Hop's greatest CEO. Ross has snagged artist that not only represent multiple locations on the map, but are Gods in their respective hometowns. Name a person in DC who doesn't love Wale. Name a person in Philly who doesn't rep hard for Meek Mill. Grabbing artist on your label that have that type of hometown loyalty allows your message to spread further, and more people to tune in to what your labels got going on. Even when Jay-Z was establishing the Roc, outside of Kanye a lot of his artists were located in the East (Beanie Sigel, Amil, Young Gunz.......Memphis Bleek.) Ross's artists interweave from interstate to interstate hailing from D.C all the way to Ohio. Multiple sounds will be experimented with, amazing collabos will be created, and hip-hop heads around the globe will tune in to see what Maybach's cooking up. (Speaking of cooking, there are also rumors swirling around the web that Ross has his eyes on signing Lil B to his label next. #swag)

5. Kept the Momentum Going (Can't Stop, Won't Stop): Ross is currently on the "I Am Music" tour with Lil Wayne and guess what he's using the opportunity to do. You guessed it...promote his labels compilation album. Ross has stated in interviews that he wants the album to be like the old Ruff Ryders joints that used to bang in the late 90's. I think his vision is right on point. Every artist he's signed is a true MC. They're not commercial, they're not pop, and all of them can spit. If done correctly this could be one of the most amazing group albums we've heard in hip- hop in a while, and if this is a sign of things to come..it won't disapoint.

To conclude, is Rick Ross the greatest CEO in the history of hip-hop? That remains to be seen. Kanye has also been doing his thing from a CEO standpoint so only time will tell. I'm excited to see how this all plays out. With Shady Records, GOOD Music, and Maybach all sporting multi-talented rosters, it seems hip-hop is transitioning back to the times of the label posse that we all loved in the late 90's. And i'll be honest...I ain't mad at it.

Editors Note: With Ross's signing of Stalley i'm looking forward to their collab album. "Wash the Throne (Chopped and Unshaved)" to drop soon. #fearthebeard

Where Is Young Jeezy/The Rise of "Swag Rap" & "Emo Hop"

"I'm the realest n**** in it, you already know, got trapper of the year 4 times in a row. (What they give ya?) A lifetime supply of baking soda clientele, a rolly watch, two pots, and three scales" In 2005 these lyrics blasted through speakers from Atlanta all the way to the suburbs of California. Jeezy was on top of the world. He had just left Diddy's Bad Boy Empire departing from rap-group Boyz N Da Hood and joined forces with hip-hop juggernaut Jay-Z over at Def Jam. Jeezy followed his "classic" debut, with two strong solo efforts including "The Inspiration" and "The Recession" which yielded the hood's Barack Obama anthem "My President"

Fast forward to 2011. It's been three years since Jeezy's last album and outside of last years follow-up to the Trap or Die series we haven't heard much from the hoarse voiced trap hero. Even to focus on Trap or Die 2 for a moment, this was actually a very good mixtape. Hard beats, Cannon screaming his witty banter over several tracks, and Jeezy spittin his tales about the "trap or die" lifestyle that helped him rise as an overnight sensation.

So there remains the question. Why is Young Jeezy no longer relevant? Why did Trap or Die 2 not create enough buzz to launch Thug Motivation 103? Why has Thug Motivation 103 been pushed back more times than Ne-Yo's hairline?

It comes down to this. The face of hip-hop is changing. The industry of hip-hop is slowly moving away from rhymes about shoot outs, drug smuggling, and cocaine battlefields and moving to a more authentic place. The power of music has always been it's ability for the listener to identify with the experiences being presented in rhyme, and/or live a fantasy through the music that blares through their headphones. So does the American listener no longer want to be a drug kingpin? Do they actually want to listen to music more closely affiliated with their ACTUAL lifestyle? No way!!!!

Here's three observations I want to point out as to why Jeezy struggles to remain relevant in today's hip-hop scene. And more importantly the direction that I feel hip-hop is going in the future.

Observation 1: That Fat Mutha****

In 2005, the only people that would have said that Rick Ross would be on top of the music game in 2011 probably resided from a city with a (305) area code. But wait how did this happen? Ross was seemingly less skilled than Jeezy, their lines were both laced with cocaine metaphors, and Ross was EXPOSED as a cop. Well here's the difference. As Jeezy continued down his path of being a cocaine cowboy, Ross completely changed his brand. Dumping his nickname as the "bawse" (remember the drug kingpin reference I made earlier in this article) and changing his nickname to "Rozay" a play on words for the wine that has the same pronunciation. When Ross released Teflon Don and affiliated himself with Diddy, he had successfully steered away from the image of being a fake Scarface, and strongly associated himself with the fun-loving Champagne lifestyle.

 Observation 2: The Rise of Swag Rap

The three gentleman pictured above (Wiz Khalifa, Big Sean, & Soulja Boy) encompass swag rap to it's fullest. Topics include and are  limited to lighting up illegal substances, wearing the flyest gear, and sleepin with everyone's girlfriend. In my opinion this is the second coming of the party music that was rampant in the hip-hop scene in the mid 80's before N.W.A & Public Enemy angrily took over. Although these artists are stronger lyrically than most of the music that popped throughout that time period, they both accomplish the exact same goal...their music makes people feel good.

Writers Note: Wiz Khalifa & Big Sean are two of my favorite artists. In no way was this paragraph a shot at them. Truth be told "swag rap" is my favorite type of music to listen to. 

Obervation 3: Autotune and "Emo Hop

Leave it to Kanye to start another trend in music. Back in 2008 after the lost of his mother, and probable fiancee 'Ye hopped on the autotune machine to croon out his pain. This gave birth to artists who may have never seen the light of day if it weren't for "808's and Heartbreaks"...Kid Cudi and Drake. Drake and especially Cudi have brought the Emo feeling to rap music. Authentic and honest hip-hop songs that expose the vulnerability of the artist, steering away from the macho bravado talk that has reigned supreme for so many years.

In conclusion, hip-hop is coming to a more authentic place than it has since it's creation, and that can be simply because the recession that spread rampant around 2009, has made us become a lot more honest with ourselves. Many people have had to come to grips with the fact that they aren't ballin, pushin a Maybach, cookin work on the stove, and in turn started steering to music that they could relate to. This is why Jeezy has struggled. He has refused to cater his rhymes to emotions and carefree swag jams. Which is fine, that's not his brand. But one day in order for TM 103 to ever be released he is going to have to come to the grips with the fact that the average listener no longer aspires to "Get their Benihana's on & work two pots"...frankly the average listener can barely even afford Benihanas.