On Top of Our Game

The latest irresistible southern hip-hop variant to explode out of Atlanta

Atlanta-based rap foursome Dem Franchize Boyz includes members Gerald "Buddie" Tiller, Bernard "Jizzal Man" Leverette, Maurice "Parlae" Gleaton, and Jamall "Pimpin" Willingham. After a period of time spent pushing low-key releases and mixtapes, the band was picked up by Universal and released a self-titled album in September of 2004. Today 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 is positioned to prove the staying power of Dem Franchize Boyz as a self-contained performing and production unit, while maintaining the fast-growing spread of the club-oriented "snap" music. According to many on the underground scene, "snap" 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 Dem Franchize Boyz (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.

Dem Franchise Boyz are ready to take their success to the next level

Dem Franchize Boyz have proven themselves the breakout act of last fall with their single, I Think They Like Me (So So Def Remix). The track leaded several Southern hip-hop tunes onto the national chart, in a newly emerging club-oriented style that's been tagged "snap" music by street-level music lovers. The "snap" style strips even further the sparse but accessible electronic sound of the massively popular "crunk," focusing on vocal hooks, undeniable drumbeats and extremely minimal but ingenious special effects. The resulting dance floor vibe has been described by producers, disc jockeys and dancers alike as compulsively rhythmic – and also oddly intimate. High off the crest of their hit remix featuring Jermaine Dupri, Da Brat and Bow Wow, Dem Franchise Boyz are ready to take their success to the next level on their sophomore LP. Here the foursome continues to do what works for them, generating more energetic tracks akin to White Tee and I Think They Like Me. Logically, production here favors uptempo whistles and boom-boom claps with not much variation, but Houston rapper Bun B (My Music) and crooner Trey Songz (Freaky As She Wanna Be) add much-needed diversity. Dem Franchize Boyz are also joined on their second album by Three Six Mafia, Peanut and Charlay, Jim Jones and Damon Dash.

One of 2006’s biggest acts to hit the rap game

Dem Franchize Boyz formed in their Atlanta’s Westside high school. As teens, Jizzal Man, Parlae, Pimpin, and Buddie put their minds and rhyme skills together and throughout high school and college they honed their vision into what it is today, a new wave of crunk “snap” music. They have a way of turning commentary on their lives into massive mainstream trends. For example, just note the vast impact of their successful first single White Tees, which spawned the current street trend of sporting a simple white tee, and became an urban anthem for the summer of 2004. While promoting their first self-titled major album, Dem Franchize Boyz impressed Jermaine Dupri with their self-contained writing, producing and performing skills, and were signed to his So So Def/Virgin label. The innovative four-man group is destined to be one of 2006’s biggest acts to hit the rap game since Lil Jon and the East Side Boyz. With the ink still wet on their very, very lucrative contract with So So Def/Virgin, the group may have what it takes to make it to the very top of the game.