Whenever I begin researching for a new "
" article I start with a simple Google search that usually gives me the artist’s own website. When I searched Atlanta rapper Yung Joc, that website was
. And when I then clicked Yung Joc’s personal homepage, the place where you can promote yourself, your main hub and number one information spot I came across this:
“This is somewhat embarrassing isn't it?” Yes it most definitely is and that’s when I knew I had a good pick for this week’s "Lost Ones".
Right around the time hip-hop was at its awkward mainstream breakout stage, there were love affairs with about every different region of the United States. Combine this with the Internet explosion and you have kids from Vermont wanting to candy paint their cars or get crunk. Yung Joc fit well into this mix with his own 2006 breakout hit “It’s Goin’ Down” produced by Nitti Beatz (who could forget the producer drop for him?) and even had a hype little motorcycle dance to go with it. If you were really about it back then you’d have realized that the shoulder drop coincided with the subwoofer’s knock and not the synth’s off-beat, note to everyone at my middle school, but I digress.
“It’s Goin’ Down” went RIAA triple-platinum selling over 3,000,000 copies and Yung Joc signed to the infamous
Bad Boy Records
under Diddy. Diddy suited Joc up with two more singles including “I Know You See It” and “1st Time” and released "New Joc City" in the summer of 2006. "New Joc City" went gold and topped the rap and R&B charts as Joc went from College Park local celeb to MTV regular.
It was probably shortly after this that I’d say Joc hit his apex. Managed under his Swagg Ent. record label and distributed and owned by Bad Boy Records, Joc had put out a marginally successful album and then served as backup to T-Pain, the original Future, on his “
” record that went triple-platinum in its own right. He also featured on Danity Kane’s “
’” and Lil’ Boosie’s “Zoom.”
It was 2007 when Joc decided to follow up with his next album "Hustlenomics" that ended up hitting Billboard's number one in rap and R&B but only managed to sell an average-to-poor 69,000 copies in its first week. The real story, at least for me, behind "Hustlenomics" was the hilarious music video for “Coffee Shop.” The video features what is presumably Joc as four different people including a high pitched midget worker, old man, and overweight janitor. None of which seem to have any bearing on the story line or song except perhaps the first few lines for the drive through midget cashier. The song is obviously an homage to selling crack via drive-through window “one hit and they’ll be back to the coffee shop” and even Gorilla Zoe, who curiously coins himself the nickname “whipalicious” gets some mic time with the second verse.
Fast forward to 2014. Yung Joc has been released or left from Block Entertainment, Bad Boy, Jive Records and has yet to put out an album since, but how did he get to this point? In a 2010 interview Joc indicated that he was in a lawsuit with Bad Boy concerning the rights to his publishing and thus had left the label. His supposed follow up album, "Mr. Robinson’s Neighborhood", was something that reminded him too much of his time with Bad Boy and thus he decided to scrap the project entirely.
He was continuing to work on music with his own Swagg Team Entertainment under Jive Records, however, all of this abruptly ended when RCA disbanded in 2012 and Jive Records was forced to fold their deal with Joc. A string of mixtapes in between have kept Joc busy, but he's warned others repeatedly to learn about the industry and be mindful of what you’re signing and who you’re interacting with. As of now he tentatively has his album, "Georgia", set for a 2014 release under Swagg team, but if history is any judge, don't hold your breath. It just goes to show that you can’t be too careful in this industry and raises an even more important question… why are there no music videos above 240p on YouYube for this era of hip hop? Somebody answer this for me before next week.