So So Def/Virgin Records' Atlanta-based foursome Dem Franchize Boyz
are the latest of hip-hop's young players to come from Jermaine Dupri
and the So So Def family with a fresh new regional sound to storm the national scene. Their new album, "On Top of Our Game
" (click for review), scheduled for release February 7, 2006, is positioned to prove the staying power of DFB as a self-contained performing and production unit, while maintaining the fast-growing spread of the club-oriented "Snap" music.
The second DFB single, "Lean Wit It, Rock Wit It" is already breaking out with support from clubs, video play on BET and MTV/MTV2, streamed video play on MTV.com and MTV2.com, and in sharply increased online digital download sales. Dem Franchize Boyz will make a network appearance in February on ABC's late-night talk show "Jimmy Kimmel Live." DFB will also make their debut appearance on MTV's Total Request Live on Monday, February 6th.
According to many on the underground scene, "Snap" music is the latest irresistible southern hip-hop variant to explode out of Atlanta, under the influence of its diverse African-American community -- from the toughest ghetto streets to its celebrity-studded suburbs. The first national "Snap" hits by DFB (and such other breakout Southern stars as D4L
, as well as established names like the Ying Yang Twins
and David Banner
) were immediately spotted as trendsetters that countered the slick, loud, Eighties-inspired synthesizer hooks of "crunk" with sparse, almost empty tracks of drums, fingersnaps and elemental title chants. The tricky implied polyrhythms of "Snap" music also inspired new dances, spreading authentic club culture through DFB's videos and performances.
DFB's first So So Def/Virgin single, "I Think They Like Me," leaped to the top spot of the national airplay chart in the Urban radio format in the fall of 2005, and was also a top 15 entry in the Billboard pop Hot 100. In January, caught in the updraft of online song sales spawned by the sale of over 14 million iPods and other digital players in the holiday season, the single re-bulleted to No. 21 in its 18th week on the Billboard Hot 100, as download sales of the song tripled in the first week of 2006.
Dem Franchize Boyz were on view in the first week of January for the premiere of "Lean Wit It, Rock Wit It" video on BET's "106th and Park"; they have also taped a February appearance on MTV's "Nick Cannon Presents Wild 'N Out," and will host MTV2's "Sucker-Free Sundays" in early February. DFB are also to be featured in a performance with Jermaine Dupri on the newly-launched DIRECTV weekend music show, CD USA.
DFB have also been featured in an ongoing national cross-marketing campaign with Champs Sports stores, encompassing live performances, a commercial running in Champs stores and on local MTV and BET stations, and Champs sponsorship of DFB sport apparel. Dem Franchize Boyz are currently on a promotional tour of major market radio, press and video outlets nationwide. Related Links:Our review of 'On Top of Our Game'Lean Wit It, Rock Wit It videoDem Franchize Boyz ringtonesDFB pictures, bio, album reviews & more...