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3 6 mafia hypnotize minds12/30/2023 ![]() ![]() He’ll set up shop in the hotel lobby.”Ītlantic Records Vice President, A&R, Success Davis, who works with Finesse2tymes, confirms that Memphis is among the most discussed cities in the industry, and credits a unified production sensibility, but vastly different vocal approaches, with allowing it to consistently churn out new stars. Big Homiie G a mobile studio he takes everywhere he moved. “You take artists like Bagg and Big30, these guys want studio every city they’re in. “The way our artists work could only be described as blue collar,” Howell shares. Howell insists that N Less’ roster represents that spirit. It’s fitting that Randolph has played a part in the city’s recent success, since his beloved Grizzlies teams were known for their “grit and grind” approach to basketball, which felt synonymous with Memphis itself. In an era where prolific artists are rewarded and consistency is paramount, the lunch pail ethos of Memphis has helped its MCs build devoted audiences. “It was important for me to sign to someone from my city, that someone from my city was giving me a chance and, if I blow up, I can help them out like they helped me,” Big30 asserts. He had known Yo Gotti for two decades before cofounding N Less Entertainment, and says local DJ Larry Live was the one who first turned him onto Moneybagg.įor Big30, who began rapping with childhood friend Pooh Shiesty in 2017, signing with a local label was a sticking point. Howell credits other Memphis power players with helping his entry into the industry. Moneybagg Yo even has his own subsidiary label, Bread Gang Entertainment, with a roster led by thunderous rhymer Finesse2tymes. That commitment has trickled down to Memphis’ latest music moguls, which include Randolph and his business partner, Howell, whose N Less Entertainment boasts local talent headlined by Moneybagg Yo but also featuring upstarts Big30, Dee Mula and Lonely Girl. ![]() ![]() “We said, ‘We want our shit to be big like Stax, but nobody’s gonna knock our shit down,’” Juicy recalls with a laugh. Juicy remembers being a teenager watching on TV as Stax’s iconic studio was demolished, and vowing to build something in the city that would never be demolished. & the M.G.’s and out-of-towners like Otis Redding. Juicy shares that they were inspired by the success of Stax Records, their hometown’s legendary soul label that developed both local acts like Booker T. Though now defunct, Three 6 Mafia members Juicy J and DJ Paul’s labels, Prophet Entertainment, later named Hypnotize Minds, were instrumental in building Memphis rap, signing artists including Project Pat, Gangsta Boo and La Chat, while mentoring Nashville talents like Young Buck. Memphis, dating back to the mid-1990s, has a rich history of independent labels and musicians building the kind of creative support a city needs to flourish and endure a changing of the guard. has a plethora of talented vocalists, but the rest of the infrastructure for a successful music scene can still be lacking. Nowadays, pretty much every city in the U.S. “The swagger of the city, the bravado of our artists can’t be duplicated anywhere else, and that is why I believe we’ve had this successful run and will continue deep into the future.” He cofounded N Less Entertainment with Marcus “Head” Howell in 2016. “Memphis is a city that breeds originality, and today’s music listeners are looking for originality,” says Zach Randolph, an NBA All-Star-turned-record label owner whose jersey was retired by the Memphis Grizzlies in 2021. ![]()
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