BURBANK, CA -- In a move to harness the power of the Internet, as well as showcase the star quality of a rising artist, Reprise Records will launch "G's Up TV," an online TV show starring
. The weekly show will begin on November 21st and lead up to the December 5th Reprise/BME Recordings release of his debut full-length album "Bred 2 Die, Born 2 Live." Each episode will feature the Atlanta-born rapper recounting his life story in candid documentary-style interviews that will air on Scrappy's website, gsup.tv.
In addition to hearing Scrappy relate his long journey from the ugliness of southeast Atlanta's merciless underbelly to becoming ATL's favorite son, viewers will also be treated to guest appearances by such Scrappy pals as Lil Jon, Three 6 Mafia, Young Buck, Jaime Kennedy & Stu Stone, Young Dro, Jessi Malay and producer Aqua (Jay-Z). In addition, Scrappy will appear in a variety of skits that give viewers a glimpse of his everyday life, such as watching him hold a cognac tasting with Lil Jon, go on a food run with his boys, and sneak into the master tape vault at a secret location.
, "'G's Up TV' is the other side of me -- not just doing the rap thing. It'll help people understand what I'm about, beyond my music career -- the real Scrappy."
"The current climate requires us to be innovative and resourceful when it comes to delivering content to consumers and fans," says Sr. Director of Creative & Visual Content Denise Williams. "We built and housed our set at Warner Bros./Reprise Records' office, in order to transform and create an environment for any artist from any genre." Adds VP New Media, Jeremy Welt, "The show was designed to work everywhere -- from TV to the web and mobile devices. We wrote, filmed, and edited it from day one with multiple distribution channels in mind." Now that more and more music fans are tuning in to content on such websites as YouTube, AOL Music, and their mobile devices, it made sense for Reprise to devise an online show that works across all channels to give Scrappy broadened exposure. The trailer has had 1.5 millions views on YouTube since it was posted 6 weeks ago.
To view the trailer:
"G's Up TV" will support the December release of Scrappy's highly anticipated album, "Bred 2 Die, Born 2 Live," including the two singles "Money In The Bank" and "Gangsta, Gangsta."