Lil Ru '21 and Up' album

As the South continues to have its way with hip-hop, its native sons are putting their respective cities on the map. South Carolina rapper Lil’ Ru mixes the best of the area’s signature sounds to create his own style of Southern hip-hop, displayed on his forthcoming single “Don’t I Look Good” on Capitol Records.

Just 16 when he made his professional foray into the music business, the native of Ridgeway (10 miles South of Columbia) was inspired by New Orleans’ innovative Cash Money Crew. He began making a name for himself on his local music scene, doing live shows and pressing up his own CDs. His hard-hitting lyrics and entrepreneurial spirit caught the attention of fellow South Carolinian Angie Stone.

Shortly after the neo-soul songstress helped him secure a deal with Elektra Records, Lil’ Ru found himself unsigned again, among the artists lost in the shuffle after the label merged with Atlantic Records.

Continuing to record and perform, he remained a fixture on the scene by working with well-known producers like Jazze Pha. He took his grind to another level when he convinced local radio to put one of his mix tape tracks in rotation. While playing a local mall, he caught the attention of manager Kevin Williams, who eventually ushered him into the next phase of his career.

Music fans first got a taste of Lil’ Ru’s wrath on his 2001 debut single “Will Destroy,” a street song about growing up in the ‘hood and the struggle to get out. The buzz on the promising new lyricist continued with the release of his 2002 follow up, “Shawty What You Doin’.” Both songs reached the Billboard R&B/Hip-Hop charts and helped land him at his current label home.

Leading with the single “Don’t I Look Good,” Lil’ Ru explains, “I don’t care who you are in this world, I know you feel like one day in your life, ‘Don’t I look good?’ It’s a swag song, something to feel good about.” The second single, “I’m Spinnin’ It,” boasts of a man on a money-spending mission. Both tracks were produced by Lil’ Ru’s right-hand-man, Cobe "9 million" Geter – also of South Carolina -- who helmed most of the project. Blessed with versatility, Lil’ Ru can flip his lyrics in numerous forms and covers a wide range of topics. “Nasty Song” will likely be a strip club favorite, while “Microwave Music” offers a candid look into the life of hustler.

For Lil’ Ru, South Carolina’s appeal lies in its underdog status, positioning it as the next musical goldmine. “We have no opportunities. We ain’t got nothin’ but the gang culture. There’s no kind of chance here. So I feel like the music is much more significant.” He describes the official sound as a “gumbo” of Crunk, Snap, and other popular Southern rap genre styles.

As an endearing figure in the industry, Lil’ Ru is in pursuit of a lasting legacy, an elusive aspiration achieved by a select few in the rap game. He plans to follow in the footsteps of his Southern predecessors -- such as Master P, Nelly and Jermaine Dupri, to name a few -- who’ve not only made countless hits but also blossomed as business men by pursuing other financial opportunities. “I’m trying to get respect out of this whole thing – where I’m from, what we’re trying to do and what we’re trying to accomplish in this industry.” Much respect indeed. South Carolina is officially in the building.

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Lil Ru - 21 and Up