By The Hip Hop Writer
Hip Hop Vibe Staff Writer
Two months ago, nostalgia was on high, as Ja Rule was finally preparing to release a new album. Ja Rule shaped the early 2000s with his string of hit singles, spanning four albums. Before the release of his fifth album, Ja Rule’s longtime rival, 50 Cent, finally landed a major-label deal. 50 Cent was now signed to Interscope Records and was directly signed to both Eminem and Dr. Dre, two of the most acclaimed men in hip hop. While Ja Rule was popular, undoubtedly on his way to legendary status, he was nowhere near acclaimed. Ja Rule made the mistake of taking the 50 Cent feud public and involving a long list of artists, including Dr. Dre and Eminem, leading Obie Trice and Busta Rhymes to join the feud.
Despite the long list of enemies, Ja Rule still had a knack for making hits. Less than a year after the G-Unit feuds, Ja Rule was back in the Billboard top five and enjoyed platinum success with his sixth studio album. But, a trial involving the head of his label, Irv Gotti, threatened the future of his label, Murder Inc. Even after being cleared of all the charges, Def Jam still cut all business ties with Murder Inc., leaving the label in freefall. Since 1999, Ja Rule released a new album every year, but with no distributor and no album scheduled, he watched as he was forgotten, only brought up in punch lines for the next two years.
Fans were ready for a Ja Rule comeback in 2007, but the new distributor of Murder Inc., Universal Records appeared uninterested in Irv Gotti’s label. After two years of waiting, Irv Gotti left Universal and there were rumors of Murder Inc. resurfacing at Atlantic Records. This did not happen, but Ja Rule landed himself in legal trouble, which resulted to him being sent to prison in 2011. Before the prison sentence, Ja Rule left Murder Inc. Records to solely focus on his Mpire label. Early in 2012, Ja Rule prepared his comeback from behind bars, with many hip hop publications reporting the movement of the new project. This momentum continued until the actual release of the critically-acclaimed album, which has sold fewer than 10,000 copies in two months.
Much like Ja Rule, Bow Wow was another chart king during the early 2000s. The difference, though, was Bow Wow was a child rapper and many felt his rhymes were “cute.” While adults liked his clean music, the younger audience loved Bow Wow’s overall style. As many do when they enter adulthood, Bow Wow had trouble finding his way, leading him down several paths. The first noticeable change with Bow Wow was his lyrical content, as he soon added cursing to his lyrics, no longer making him a favorite with parents and adults. As an adult, Bow Wow released three albums, with his 2009 album being his “retirement†release.
Before the end of the year, or the season for that matter, Bow Wow had already returned to the game, signing with Cash Money Records. For years, Bow Wow maintained a close affiliation with the label, so the signing only made things official. Upon joining YMCMB, Bow Wow made a complete 360, now rapping about selling drugs, and other forms of “gangsta” rap. Music is primarily entertainment, but Bow Wow grew up in the spotlight, every move he made since he was a toddler took place on camera. Soon, Bow Wow’s friendly competition with Soulja Boy turned into a feud, which lasted throughout the summer of 2009. The feud did not help Bow Wow’s credibility, only serving to make the rapper look dumb in the eyes of many.
Late in 2010, Bow Wow announced his album, Underrated, would be released before the end of the year. Underrated was eventually delayed until 2011, initially given a summer release and then delayed until November, later December, and now 2012. Currently, the album, which has been delayed for two years, is slated for a summer 2012 release date. In the three years that have passed since Bow Wow last released an album, he has alienated most of his original fan base. Honestly, his fan base is only a little more than the supporters of the YMCMB movement. Several hip hop publications have pointed out the wide change in Bow Wow and have suggested he leave rap for something new.
Given the history Bow Wow has, remaining relevant for over ten years, he has a spot in the rap game and anything can happen. But, from a logical standpoint, has it been too long? Will the fans genuinely accept Underrated from Bow Wow, after he has topped Billboard so many times and in so many categories?
