Houston rhyme fundamentalist Lil’ Flip was dubbed “The Dirty South’s Undisputed Freestyle King” by Duane “Humpty Hump” Hobbs, founder of the Sucka Free label that Flip has a major stake in as co-HNIC. Flip went from local phenom with the release of his self-produced/marketed/distributed debut which sold over 150,000 units to southernplayalistic powerbroker when he signed with Columbia based upon his street credibility. According to Nielsen SoundScan, Undaground Legend has sold 171,000 units nationally, putting it as high as 12th on The Billboard 200 since breaking three weeks ago. The single “The Way We Ball” rocks steady at #74 on the 100 Hot R&B/Hip-Hop Singles & Tracks.
What makes Houston a competitive force in rap?
Flip: Music is music. Everybody around the world in the same thang. Everythang they see we do. Deep South rappers talkin’ bout the stuff we do everyday, ride and blaze, we been doin’ that.
Characterize your style.
Flip: Last year in Vibe Scarface described my stuff as the new generation of street. My style is the New Generation of Street. That’s straight from the mouth of Scarface.
You’ve also been known to flip it and go ballistic in combat…
Flip: Shit, I battled a nigga damn near two weeks ago. Niggas be getting mad though. I don’t write, I freestyle. I do it all kinda ways, dog. However I’m feeling that day that’s how I’ma do it. I don’t have no one way. I do whatever I’m feelin’ at the time.
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Beyond big sales and label hype, why is your music significant?
Flip: You buy anybody’s album from where I’m from you ain’t gon’ hear nothin’ like that. It’s not hype. People classify Houston music in a little category. They say we slow. If I ain’t have that Astros jersey or say where I’s from you wouldn’t know because I make music for the world.
You have two tracks with Bizzy [Bone].
Flip: I picked up the phone and called him. He came down next day and ended up doin’ two cuts.
You two got into it with the law nearly a year ago, no?
Flip: He was at a hotel and a bus pulled up and I was like, Damn, that’s Mike Bibby. We was standin’ there and the police was like, Yall gotta stand back. Because of these basketball players. Like we gon’ do somethin’ to em. And he [Bizzy] was like, Shit, they oughtta ask for my autograph. You know who I am? We ain’t move.
Talk about the challenges of running a label.
Flip: A lotta artists don’t do that. I been CEO since we started. Six years. It’s both sides. You an artist or rap or know everything goin’ on. Ain’t no challenge. I been a leader.
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What do you look for in prospective artists and producers as CEO?
Flip: I look for people that’s original. I ain’t tryin’ to have no hundred people on my label. I’m with people I started with cause when you get a deal a lotta people change. A lotta homeboys started actin’ crazy. I had troubles when I was getting my album clear so I only work with a few producers.
Beyond powerful marketing and distribution what does a major like Columbia do to the unique dynamics of an independent like Sucka Free?
Flip: Ain’t nothing changed. My album was done before the deal. My next album’s [You Gotta Feel Me] through. I’m fenta put a movie out about how I came up. I already got one, H-Town Mob. Eiht put that out. Music, I can do that for the movie. One thing at a time. I don’t wanna do what everybody doin. I wanna stand out. As far as money? Oh yeh, money’s great.
What do you want to impart through your music?
Flip: Dog, that’s autobiography. After you finish listenin’ you gon’ know where I’m from, what I like, what I been through, where I’m goin’, what I’m tryin’ to do. You gone know.
