I hesitated at calling this week’s Hip-Hop Grapevine subject a rapper. He’s more of a young visionary businessman, whose vision made me think of Howard University Professor of Philosophy Alain Locke, who wrote the 1925 essay The New Negro.
Locke wrote that the transformation of the new black person – from old ideas and ideals to new ones – is the embrace of a “new psychology” and “new spirit.”
And Locke prescribed that black folks attack all of the racial, social and psychological impediments that long blocked black achievement.
Yung Ro – instead of the just rapping up a storm – is plotting a marketing and branding campaign for himself that rappers nowadays do when they get on.
“I’m a rapper first, but I have to think of the all the marketing opportunities that I have as a rapper,” Yung Ro said sitting in the BP ENT (Black Pearl Entertainment) studio Downtown.
Smart, he wouldn’t give all of his ideas away to print, but he’s ready to roll. No wonder, Yung Ro doesn’t fall far the from the business tree of this father, businessman and artist Roland Page.
Page owns the Pearl Parlor (formerly Black Pearl) and is the CEO of BP ENT. The father and son team is deal ready and have been getting some good looks from majors.
But Yung Ro knows what he’s bringing to the table and wants to maximize his worth at a major label.
“It isn’t just about what you can get from them, but how much you can give to your label and you have help with good ideas,” Yung Ro said
“If I make them financially happy, they will make me happy.”
Musically, Yung Ro is making young ladies happy in his rap. He says you have to compliment women – “and when you do that, the dudes will follow.”
That what Yung Ro does on his single, “Donk Dat.” It was produced by super producer Tar Boy, who founded the Track Boys and has produced hits for Nelly and J-Kwon.
Tar Boy, who is also working with local standout rapper Shorty (a personality on 100.3 The Beat), said young rappers are the ones who will keep St. Louis fresh on the national music scene.
“The youth are the future of music and that’s who I’ve been dealing with,” said Tar Boy, who makes it his business to go places where youngsters are to see what they like.
“It’s unrealistic to think we can survive without new acts,” Tar Boy said.
Yung Ro, Tar Boy said, is the kind of young artist that can go far because he knows the value of listening to those more experienced.
“He listens and doesn’t say ‘no’ a lot, and he’s still willing to take chances on his own,” Tarboy said, adding that Yung Ro “has swag.”
“Basically I’m studying, going to the studio and getting advice.” Yung Ro.
Yung Ro also has the veteran hand of another local super producer on his track team.
Zo, co-producer of the Track Starz, is working with the young, talented and dedicated rapper. The Track Starz have produced hits for Chingy.
Yung Ro is also getting nods from other local standout rappers.
“I like his style,” said Rapper Lil Jay (of 200 ENT), who recently had Yung Ro do a guest appearance on one of his tracks.
Yung Ro will make two live a appearance this weekend. On Saturday night, he’s opening for Soulja Boy at 7 p.m., Saturday, Sept. 27 at the Family Arena in St. Charles.
A day earlier, Yung Ro is on the bill for the Young Berg concert over the Gateway Classic weekend. The rappers will be performing at 9 p.m., Friday, Sept. 26 at The Spot in Baden.
