These sufficiently old to recollect 1998 and the sudden but electrical emergence of Money Cash Information, will possible credit score Juvenile’s 400 Degreez as their first introduction to the world. Their large reward to shoppers after inking that landmark $30 million greenback take care of Common Information. It was lightning in a bottle. Some name it the right album. Others declare it was the most effective rap album of 1998 (which was considered one of hip-hop’s finest years). It was additionally Money Cash’s best-selling album till Drake got here alongside and crushed the buildings in 2016 with Views. Juvy practically held this title for 20 years – a powerful feat for a label that was awarded for promoting a billion models in 2017.
Tracks like “Ha” and “Back That Azz Up” have been inescapable smash hits, exhibiting a facet of New Orleans rap the world had but to see. The sound, the slang, the model of gown, the jewellery – it was all completely different. It was contemporary. It was distinctive. It was a game-changing album that set the usual for the label, which is basically the final man standing from the bygone ’90s-era of boutique labels and music business extra. Money Cash has had a run like no different, altering and re-inventing itself to adapt with the occasions, surviving and thriving in essentially the most fickle enterprise on the planet. And all of it kicked off in 1998.
Hearken to Large Tymers’ How You Luv That now.
However one footnote that has been conveniently – or inconveniently – unnoticed of historical past, is that the primary album the label launched after inking their main distribution take care of Common wasn’t 400 Degreez, however really Large Tymers How You Luv That Vol. 2, a repackage of their authentic launch, which was distributed throughout the South on March 17, 1998. How You Luv That is broadly thought of a traditional amongst Money Cash fanatics, but it solely met with modest success when it acquired the nationwide push in September 1998. One of many newly added tracks, “Big Ballin,” rings out and is a fan favourite now, however solely acquired minimal airplay on BET’s Rap Metropolis when it dropped, regardless of having an unimaginable video, it seems just like the prequel to Juvenile’s much-heralded clip for “Ha.”
Many years later, although, we are able to look again on the album and recognize its greatness, and acknowledge it as catalyst for altering the trajectory of Southern rap. As a lot as I hate to make use of the time period “ahead of its time,” this album was precisely that. If solely by just a few months.
What you need to perceive about March of 1998 is that this was absolutely the peak of Grasp P and the No Restrict Information run. P was on high of the world at this very second, and solely three months into the largest yr of his profession – the place his juggernaut label dropped an astounding 23 albums, most of which have been licensed Gold or Platinum. Grasp P was solely six months faraway from the discharge of his 3x Platinum album, Ghetto D, which made the colonel of the tank an omnipresent determine within the rap sport. So it’s comprehensible that the Large Tymers launch was buried between the discharge of Silkk The Shocker’s Cost It 2 DaGame (which dropped a month prior) and C-Homicide’s Life or Loss of life, which dropped on the identical day (March 17, 1998) – two of essentially the most anticipated albums of 1998. No Restrict was the face and sound of New Orleans at that very second – with Money Cash impatiently ready within the wings.
Whereas No Restrict’s in-house group, Beats By The Pound (who was headed up by the legendary KLC), was churning out music so quickly they weren’t even mixing the albums previous to launch, Money Cash solely used Mannie Contemporary behind the boards. Money Cash Information had a a lot smaller roster on the time, which nearly solely consisted of the Large Tymers and the Sizzling Boys – a boy band of kinds that included Juvenile, Lil Wayne, BG, and Turk. The smaller roster gave Mannie extra time to work on the albums, perfecting the sound, and the standard of the mixes.
Whereas Beats By The Pound’s sound was a bit darker and more durable, Mannie’s drums, bass and keys have been shinier, happier, and bouncier. Having come up in New Orleans bounce scene, Mannie was in a position to incorporate these components alongside along with his personal aptitude that helped shift the sound of music, and has made him considered one of hip-hop’s best producers – with an elite stage of essential songs and hits in his catalog.
On high of dealing with the label’s manufacturing duties, Mannie was additionally one-half of the Large Tymers – and served because the defacto comic of the duo. 1998 was nonetheless very a lot the period of “real hip-hop” and “real lyricism,” and what the Large Tymers lacked in conventional NYC-graded lyrical skills, they made up for in pure charisma, appeal, and light-hearted, hilarious jabs. Birdman, who was merely often called Child on the time, by no means even bothered to anoint himself as a lyricist or a rapper, preferring to outline himself as a game-spitter. Regardless of the case, the Large Tymers made for a way more pleasurable hear than plenty of the “real hip-hop” that was being pushed on the time.
How You Luv That wasn’t simply the intro to Mannie Contemporary and Birdman, but additionally additional stamped the remainder of their burgeoning label, together with top-notch options from Lil Wayne, BG, and Juvenile. In truth, one of many album’s standouts “Tear It Up” was the primary time this author ever heard Wayne grace the microphone, and instantly made me a fan. Wayne was solely 15 years previous (gasp!) when How You Luv That hit cabinets, and he sounded equally as ferocious and expert on the monitor as those that have been 10 to fifteen years older than him on the time.
Bun B, who was very a lot the southern rap ambassador that he nonetheless is in the present day, exhibits up twice on the album, which helped stamp Money Cash as subsequent up from the South. Whereas UGK wasn’t the best promoting group within the south, they have been arguably crucial (subsequent to Outkast and 8-Ball & MJG). Bun’s cosign on the early Money Cash albums was crucial.
Whereas “Big Ballin” would turn out to be their first notable single later within the yr due to the album’s reissue, movies for “Stun’n” would start to dominate cable video exhibits just like the New Orleans staple Phat Phat N All That and little question helped develop their model all through the south. Songs like “Suga & Pac, Puff & Big” would precisely predict the trajectory of Birdman and Wayne (despite the fact that Child favored BG on the time), whereas fantasies on “Millionaire Dream” would turn out to be absolutely realized in only a matter of months.
By the top of 1998, Money Cash Information was properly on its technique to changing into a family identify due to Juvenile’s mammoth launch, 400 Degreez. The album put stress on No Restrict’s reign as their over-exposure and over-indulgence made curiosity in P’s troopers wane. The Money Cash Millionaires introduced one thing distinctive, and shortly proved that No Restrict wasn’t the one sport on the town. Whereas 400 Degreez is their basis album, How You Luv That helped safe their well-deserved $30 million greenback take care of Common, and launched the world to an unforgettable duo who would go on to launch numerous platinum albums and plain and often-copied hit singles. (What number of songs have used the “Big Tymers flow” over time?)
The world could solely affiliate Money Cash with 400 Degreez when celebrating 1998, however with out How You Luv That, that album could not have occurred.
Editor’s word: This text was initially revealed in 2018.
