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Ludacris gets what he wants out of life and he wants you to 'Get Yours'
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Ludacris
These days, it’s not enough for a hip-hop star to be doing music. Chances are, any top rapper also has endorsement deals, a fashion line, a fragrance, a beverage product and/or a career in television or movies. Ludacris has all of the above and he shows no signs of slowing down. The Grammy-winning hip-hop artist (whose Disturbing Tha Peace record label is distributed by Universal Music Group’s Island Def Jam) has been busy putting together his 2010 "Battle of the Sexes" album, a collaboration with rapper Shawnna.
He’s also been involved with the TAG Signature Series men’s body sprays/deodorants, which launched a charity challenge contest between Ludacris, basketball star Carmelo Anthony and pro skateboarder Rob Dyrdek. Each of the stars has his own TAG Signature Series brand (Ludacris’ is called Get Yours, Anthony’s is named Stay Up and Dyrdek’s is titled Make Moves), and 10 percent of each celebrity's TAG brand sales will go to the three celebrities’ respective charities of choice (the Ludacris Foundation for Ludacris, the Carmelo Anthony Foundation for Anthony and the Skate Plaza Foundation for Dyrdek). The star whose TAG brand sells the most from September 21 to November 2, 2009, will win an additional $25,000 for his charity.
Ludacris (whose real name is Chris Bridges) recently took time out of his hectic schedule to do a roundtable interview via Skype with me and other journalists in New York City to talk about what he’s been up to lately, including what he plans for "Battle of the Sexes"; what he thinks of his critics such as Oprah Winfrey and Bill O’Reilly; and what have been some of his favorite experiences he’s had with his fans.
Ludacris during his Skype roundtable interview, October 2009
What causes are your championing this year? And what are your charity plans?
We pretty much have a set schedule year ‘round, as far as what we do. However, the [Ludacris] Foundation is geared for, as far as if something tragic is happening in the world and we try to come to the rescue. For instance, when Hurricane Katrina hit, we helped out the families …
As far as what we have planned, every year, for Thanksgiving we do something for needy families. And for Christmas, we give toys and food to families in need in different places in the United States and abroad.
Carmelo Anthony, Rob Dyrdek and Ludacris at the TAG Signature Series Body Spray launch party in Los Angeles, July 2009
How would you describe your Get Yours fragrance and what makes you think you have the edge over Carmelo Anthony and Rob Dyrdek?
I don’t think, I know that I have the edge in this battle. What gives me the edge? My fragrance is about "getting yours." I feel like you have to be self-motivated in this day. It’s not about being selfish. It’s just about knowing that self-motivation is putting your education together with street-smarts, and going out there and getting your hustle on.
When I say Get Yours is about hustling, it’s something that I embody. It’s something that I do every single day, and I just want people to be fresh while they’re doing it. It’s a lifestyle. If you’ve got to hustle, you’ve got to make sure you’ve got your boots strapped up and you’ve got to make sure you’ve got to feel it in real life — and that’s what I feel my TAG Signature series is all about.
Ludacris and Queen Latifah at a hip-hop symposium presented by Howard University in Washington, D.C., January 2009
Can you talk about your "Battle of the Sexes" album with Shawnna?
"The Battle of the Sexes" album is really about relationship issues. I don’t think there’s ever been an album where there’s been a male and female perspective on the entire album. You always have the male perspective on a song, but a lot of times, you may not hear both perspectives on a song — and this is an album full of [both perspectives]. So I have a lot of different female guest appearances. I can’t name, them as of right now, because I don’t want to ruin the surprise, but it’s also me trying to make sure that the female presence in hip-hop is starting to come back. I just might be one of the individuals responsible for that, because I feel more females need a voice out here.
What the album is geared toward is the battle of the sexes — that whole "Men Are From Mars, Women Are From Venus" type of subject matter, relationship issues, how we feel about certain things, recreated and go at it.
Why should men wear your fragrance?
It embodies everything we just talked about before. When you’re looking your best, feeling your best, you’ve got to smell your best, too. And once you feel it, everything else comes intact. It embodies all those different things.
Gerard Butler and Ludacris in "Gamer"
You’ve branched out into acting, product endorsements and other ventures. How does that affect the bottom line for your music?
It only affects the bottom line in how one focuses time on different things. You’re right: Since I first started, I have a lot of different things on my plate, and I have to juggle a lot, but it’s about the time I spend focusing doing each and every thing that I’m doing. I feel like when I spit these verses and do these songs, people still understand how hungry I am and I never forgot where all of these things came from. [Music] is still number one on my list, and I’ll never forget that. It’s true that I don’t have not as much time to do music, but I make sure that when I do take the time to do it, I’m extremely focused. It’s still number one on my list, as opposed to everything else that I’m doing.
How do you feel about the movie industry? And do you have any upcoming acting projects?
I’m in the works to try to get something now. There’s nothing that’s confirmed right now, but that’s because I’m in full music mode. Next time you ask me, I’ll be able to tell you what my next movie project is.
I have a whole new appreciation for the movie process. It’s one thing to look at movies and be a fan, but to actually make them and see how what goes into making those movies is extremely interesting, to say the least. Everything from the cinematography and the director to how casting is done, how the producers get involved, how scenes are shot — everything. It made me look at movies in a totally different way. And I love doing it, absolutely.
Ludacris performing at MTV's "Total Finale Live" in New York City, 2008
MTV recently came out with its "Hottest MCs of 2009" Top 10 list, and you’re not on it. Do you have a comment on that?
It’s pretty much about who has material out at that time and since my first single [from my next album] is about to drop, I couldn’t be too upset, because I feel like I missed that bracket of time coming from the last album into the new one. I’ll be on that motherf*cker next year, fo’ sure!
As far as criticizing who’s on there, I don’t have any impressions about that. From what I read, I feel like they did a pretty good job of speaking to individuals who are the most "hot" and doing their thing.
Can you talk about "How Low Can You Go," the first single from "Battle of the Sexes"?
I just performed it at the BET Hip-Hop Awards in Atlanta. It’s extremely fast. It’s crazy. What can I say? It speaks for itself. I think people should see the presentation along with the song. Once you see it, it will answer all of your questions instead of me trying to explain it to you.
Ludacris at the 2009 BET Hip-Hop Awards in Atlanta
When celebrities are on Twitter, how come a lot of them don’t follow their fans on Twitter?
I can’t speak for other celebrities. I can only speak for myself. I actually do follow certain fans. I’m not able to be on my Twitter 24 hours a day, or not as much as other celebrities. I’m extremely busy. However, when I do get the chance, I try to make the time to do that, and not only follow other celebrities but also other fans, depending on how their remarks or how they intrigue me.
How do you feel social media has change the hip-hop game? And do you have a strategy to use social media in your career?
Social media has extremely changed the game. It allows us to promote ourselves a hell of a lot more, like my Twitter does. I plan on doing a lot of things. I feel like it’s a great market right now. History is repeating itself, in that we make songs and market them and get feedback. It’s a way to market ourselves and not limit ourselves, in my opinion. I plan on taking advantage of it all.
Ludacris at the Grammy Museum ribbon-cutting ceremony in Los Angeles, 2008
How would you describe the TAG Signature campaign you have against Carmelo Anthony and Rob Dyrdek?
It’s been fun, in my opinion. I know I’m having a lot of fun. I know we got to make certain videos and go through the creative process. That’s what I love to do. I love charity being the reason why we want to win. So with that being said, I’m having a lot of fun. I feel like we’re all winners, as long as the individuals do for the charity what they said they were going to do, then I’m down for the challenge.
You’ve been criticized by other celebrities, such as Oprah Winfrey and Bill O’Reilly, for your explicit lyrics that your critics say glorify violence and degrade women. What did you learn from those experiences and are you addressing your critics on your next album?
I‘ve been experiencing criticism since the day I started rapping, the last album not being an exception. I learned something from every single one [of those experiences]. I’m not hard-headed, but at the same time, I’m an artist and I feel like my art is me having a voice … and me pretty much saying what’s on my mind. It’s as simple as that. But I love all the criticism. It’s made me a stronger individual and it helps me to learn.
Ludacris at the Openair Frauenfeld in Frauenfeld, Switzerland, July 2009
Now that they’ve been so public in criticizing you, would you go on Oprah Winfrey’s show or Bill O’Reilly’s show if they asked you?
Bill O’Reilly’s show, he controls that microphone. I thought about that. I would love for him to go to College Park and we do a show. As far as Oprah’s show, I’m pessimistic, because [her national talk show] is taped and I know how I got [criticized before from a past appearance on her show] when it was taped. Would I do if it was one of her live shows? Hell yeah! I would love to do an Oprah show if it’s live.
What did you think of Jay-Z recently being on Oprah’s show?
I’m a fan of Jay-Z. I’m glad that they got a chance to do that. I know they’ve been friends for quite some time. I think it’s a good thing. More power to him.
Ludacris and Jermaine Dupri at the Grammy Museum's ribbon-cutting ceremony in Los Angeles, 2008
Where do you think major labels will be five years from now?
It’s definitely moving toward people not needing major labels. It’s kind of the way I started, in terms of doing things on your own and coming out with an independent album way before a major label is involved. And I think the Internet is that powerful of a tool [to bypass major labels]. I’m excited to see what the future holds. People, on their own, are doing the jobs that a lot of record labels are doing.
When I first started — this is speaking from my own personal experience — when I came out with an independent album, I feel like I was doing things that people at a record label had a specific job to do. Writing songs and having some package ready, it makes their jobs a lot easier. And we’re coming to the point where we’re becoming so packaged on our own that we damned near don’t need much of anything except distribution. I remember a time when there was artist development …
Ludacris at National Press Club in Washington, D.C., October 2009
What do you say to people who think hip-hop and video games have been fueling crime and young male aggression?
I think there was young male aggression way before video games and before hip-hop. I attribute a lot of violence to ignorance. And that’s basically what it comes down to. I’m glad you asked that question, because me personally, I’ve been trying to figure out how I can do my part to make a difference, as opposed to all the crazy stuff that’s been going on. I feel like I have to target the young males. I feel like that’s where I can start a forum, letting them know that they can take responsibility and man up and be a man. If they have a child, how to take care of that child and be a great father.
I want to talk about the solution and not so much talk about the bad things. We have to try and figure out a way to make them feel loved and make them understand that they hold the key in their hands and can make a difference.
Would the Ludacris Foundation be willing to partner with other organizations to address these issues?
Absolutely. My foundation, we partner with many other charitable organizations in order to do this. We’re definitely looking into that possibility.
Ludacris and Eva Longoria Parker at the A/X Watches launch party in Los Angeles, April 2009
You have such a diverse fan base. What have been some of your best experiences with your fans?
Some of the greatest experiences for me are when I’m surprised at just how vast my fan base is. I get surprised when people come up to me from all different places around the world and all different age groups. Older individuals come up to me and say they saw me in my movies and not my music. I get a kick out of it. I had Wayne Newton come up to me and tell me how much of a fan he is. I’m blessed to have a very wide variety of fans.
What have been some of the personal highlights for you with your Ludacris Foundation?
When Hurricane Katrina happened, a lot of those people migrated to Atlanta, Georgia, and our foundation rented out this apartment complex and [relocated] several different families. They were so grateful that a lot of them cooked me a lot of great food. It was some of the best New Orleans food I ever got. I like helping people who want to help themselves. Instead of handouts, they want hands up.
Ludacris at an Atlanta Hawks/Boston Celtics game in Atlanta, 2008
Can you talk some more about what your "Battle of the Sexes" album will sound like?
It’ll be the fun Ludacris, fast-rapping Ludacris, the lyrical Ludacris — all these different things mixed in one.
You’re doing a "Battle of the Sexes" album, and you’ve been criticized for how women are portrayed in some of your lyrics. What would you say to people who want to know how you can convince black women that black men really love them?
Black men need to understand that they need to love themselves first. You can’t love anybody else without loving yourself first.
Ludacris campaigning for Democratic U.S. Senator Jim Martin in Atlanta
What do you think about Lil Wayne’s upcoming incarceration?
I feel like he will live up to his responsibility for whatever his actions were. And I feel like he has enough music to last if he were to go to jail for any number of years, let along eight months. That is one of the hardest-working Negroes I know. I send my regards out to him, but I feel like he’s going to be OK. In the music world, he’ll definitely be great.
Do you have plans to work with Bobby Valentino again?
Bobby V, as of now, he’s on a different label, but we’re all still family. As far as contractually, no, but it’s like he’s still part of the family. Every time we party, he’s still around. It’s all good.
What’s the most fun you’ve had on tour that you can talk about that won’t be too explicit for kids reading this interview?
Most of the great stuff I can’t talk about. Most of the great stories are not suitable for kids.
Ludacris at the Quart Festival in Kristiansand, Norway, July 2009
As far as touring, is there any place you want to go that you haven’t been able to yet?
There are a lot of places I’ve been invited that I just have not gotten around to, like Australia. That’s the place I want to go.
What can you say about you recently being sued for over $61,000 by attorney Carlton Fields, who claims you didn’t pay for his legal services?
It was an outstanding issue that has been paid in full … I don’t need to defend myself. As soon as I found it was an outstanding issue, it was a done deal.
Ludacris at the All America Under Armour Football Game in Orlando, Florida, January 2009
What advice would you have for aspiring hip-hop artists who want to break into the music industry?
Not necessarily the road I took, but however you want to educate yourself before you get into a business … You have to educate yourself and not expect to trust everybody.
A lot of entertainers have had their own reality shows. Would you want to have your own reality show, and if so, would you want it to be the kind where cameras document your life or one which you would be the have some kind of contest?
I would never say never. I don’t know. I would have to be presented with exactly what they would want me to do. That’s one of those questions that I couldn’t answer until someone presented it to me. I would never say never, but it’s not for me. ["Inside DTP," the Disturbing Tha Peace reality show on BET], it wasn’t where I was the focus … I’ll do something like that, where it’s not necessarily my life, but if it has something to do with business that I’m a part of and showing something different, then I’m cool with that.
Can you comment on Lil Scrappy joining the DTP family?
We performed together at the BET [Hip-Hop] Awards. We’re still working on his album. He’s still got that young, energetic, aggressive swagger. We’re just waiting to put out his project.
Ludacris presents his cognac at Vinexpo in Bordeaux, France, June 2009
What can you say about your Conjure cognac that you launched this year and its availability in the United States?
It’s in Georgia and Florida as of right now, and it will be in the rest of the United States in the beginning of [2010] — in the liquor stores, of course.
Did you get any criticism for your appearance on "The Jay Leno Show" and the comment about women leaving in the morning?
No. I even said I was making a joke at the time. I wasn’t trying to be serious. It was meant to be a joke. And that is the reason why I get criticized, because I think I’m making a joke and everybody else thinks I’m being dead-ass serious. [Laughter]
Photo credits: Photo #2: Carla Hay. Photos #3, 7, 9, 11, 13, 15: AP. Photo #5: Lionsgate Films. All other photos: Getty Images.
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