Loaded Lux is set to battle on UW Battle League in February 2014.
The news of the battle, which is slated to coincide with NFL’s Super Bowl weekend, was announced in a promotional video by New Jersey-based UW Battle League yesterday (October 3).
“The word was in the beginning,” Loaded Lux rhymes in the video. “Still killin’ niggas for a livin’ / You know what it is, you know how we get it / My next battle right here on UW / You niggas gon’ get this work / You tell this boy to come get his medicine.”
The rapper’s challenger has yet to be announced. UW says Loaded Lux’s opponent will be revealed Sunday (October 6) on Non Fiction Radio.
Loaded Lux, who recently released his mixtape You Gon Get This Work: Reloaded, was previously slated to appear on SMACK/URL’s Summer Madness 3 event. His opponent was set to be Hollow Da Don. The two exchanged barbs prior to the battle, but the match-up didn’t take place, at least in part due to a disagreement between Loaded Lux and SMACK/URL over financial matters.
It has been reported that Loaded Lux requested approximately $40,000 for the battle. SMACK, co-founder of SMACK/URL, released a video before Summer Madness 3, saying the event would not be focused on big names.
“It’s not about the big names no more,” SMACK said in a video blog. “Because a lot of the big names that actually perform on the stage ain’t delivering the quality battles and the quality performances that we’re looking for.”
The video blog prompted Loaded Lux to add a SMACK diss verse to his “Bout My Money” single.
“The song [‘Bout My Money’] was done without the SMACK verse,” Loaded Lux said in an exclusive statement to HipHopDX in August. “Then, when SMACK jumped out the window with his blog, I took it personal because I always give 150% when I step in that box.”
According to Loaded Lux, SMACK/URL made a poor business decision regarding Summer Madness 3.
“I say that was one of the poorest business decisions in Battle Rap history,” Lux said of his exclusion from the event. “Here you have a guy that has increased the fanbase 10 times over. Since my Calicoe battle, I’ve been on ‘Howard Stern [Show].’ What battle rapper has done that? You don’t get more mainstream than Howard Stern. What battle rapper is quoted on ‘NBA Today’ on ESPN? What battle has ever gotten 3 million views? Can you even name the ‘Summer Madness 2’ card without thinking about it? What battle rapper is quoted or mentioned in mainstream songs as much as I have been? I’m not trying to blow my own horn, but if ever there was an opportunity to capitalize on this thing that we do, this was it.
“There is a worldwide audience for Battle Rap and they were watching and waiting with eager anticipation for Lux versus Hollow [Da Don],” Lux continued. “The Battle Rap audience is much larger than can fit in Stage 48. My management team came with a plan to reach that audience. We didn’t come Goodfellas style, ‘Fuck you pay me.’ We came to the table with two additional revenue streams that they were not considering. So we were essentially paying ourselves. Live stream pay per view. If one percent paid $20, that’s $600,000. With proper promotion, one percent was attainable, maybe even more. That’s what we were trying to negotiate. Then, [we suggested] pay-per-view on-demand for, say $2, after the battle. The income was there and we only wanted a 30% share. We were going to let them recoup 50% of my fee from the pay-per-view revenue. I think they were afraid to go get it.
“Let’s be very clear,” Lux added. “This is a business and what battle rappers do is almost phenomenal. A recording artist can make hundreds of thousands of dollars off one song, doing the same show over and over, night after night and get royalties. Let a battle rapper repeat a bar, let alone a whole verse, he gets booed. We have to bring new material every time. Not only that, we have to memorize it and be on our toes for rebuttals. We just make it look easy, but it’s not. The fact is we had others that wanted to promote the battle, but we wanted to show loyalty to URL. That is our family. I must mention that through all of this, Hollow was on point with the revenue potential of a battle between us. He’s a businessman. We couldn’t get URL to see it. As the story goes, scared money don’t make money.”
In his August statement, Loaded Lux said his plans for the future include greater attention to his music career and an added focus on his own Battle Rap league, Lionz Den.