4-IZE

 The crowd erupts into ferocious applause.  Coming from the middle of the large audience is a faint chant that grows increasingly louder “Hiiiip Hop!  Hiiiip Hop!  Hip Hop!  Hip Hop!”  The chant isn’t quelled until the rapper steps on stage and is replaced by screams and cheers from the crowd– and then he grabs the mic, silencing the thunderous applause….

Every once in a while there comes along an artist who has so much substance and knowledge that they effectively change the norm. The words they spew and the stories they tell do something to our minds and hearts that allows us to recognize their realness and credibility so much that imposters take cover. In an industry where many claim the true essence of its origin is dead, 4-IZE is an artist determined to bring true Hip-Hop back to life. “I’m bringing Hip Hop baaaack….,” cries 4-IZE over the chants and cheers.  The fans already know.

“Music is for the soul and to get people through the troubled times,” starts 4-IZE when asked about his feelings on today’s music.  “Right now, it is too shallow and there is no balance which is causing people to lose hope.  Music has to return to its original roots of nurturing.”  The crowd chants “Hip Hop!  Hip Hop!  Hip Hop!”  They are in tune with 4-IZE and the movement he brings.

Witty, unpredictable, and a natural talent, 4-IZE has what it takes to do more than just nurture music.  He has the ability to create a solution.  Hailing from Chicago but known as a popular Atlanta transplant, he has become as much a part of the city as any other artist.  Known for a red and white sticker campaign, that took the city by storm some years ago and still continues to have a tight hold on the streets, he has been branded the right way, which is through anticipation.

“Everybody knows those stickers,” starts 4-IZE.  “DJ Scorpio had the brilliant idea of plastering Atlanta with highly visible red 4-IZE stickers.  We put in a lot of hard work, but my name was branded throughout the city, so it paid off.”

Hard work is nothing new to 4-IZE, who has seen friends excel in this industry. “Luda and I came from the same neighborhood.  We were even on the same little league baseball team,” 4-IZE reminisces fondly.  When 4-IZE saw Ludacris take over the airwaves as Chris Luva Luva on Atlanta radio, 4-IZE thought that he had an easy connect to channel his music.  Unfortunately, things did not work out that way.  4-IZE remembers, “Luda had his own movement and took off.  But, I appeared on his first two albums.  All I ever want is a chance, and I’ll do the rest.”

True to his mantra, 4-IZE took full advantage of his opportunities by relying on his strength of thinking outside of the box.  He recorded relentlessly, performed often, and was not afraid to try new things. With a catalogue of underground albums and mixtapes, that include acclaimed street albums such as “As Ignorant As We Wanna Be” and most recently “Illuminated Animals,” which can be found at www.4-IZE.com along with his newly released video, “Classic Example,”4-IZE has his solution to reviving rap all laid out.

“I’m an intelligent idiot,” starts 4-IZE. I understand how things work, but I may want to try other things to find a different way but we are all animals in tune with the vibrations of nature. And just like seasons change and events come back to pass, real music is coming back.

Fast forward to the most recent gathering of DJs at TJsDJs in Tallahassee, FL. 4-IZE stood in front of a panel of 7 powerful DJs.  They were about to review a song from his mixed CD “Rollin’ Like A Gee.”  The tension was thick in The Moon nightclub, where 4-IZE got to play the first minute of the song and then open himself up to criticism from these top southern DJs, one of which had just told the artist before him to ‘stop rapping and get a real job because there already was a Young Jeezy and who the fuck did he think he was!’  The minute of the song played and the loudest of the DJs demanded that the song play longer.  Another key DJ jumped up and shouted “Now THAT’S what I’m talking about.”  The worst criticism came from a Miami radio DJ who nodded slowly and said “I’d put that in my mix show.”  Score another victory for 4-IZE and Hip Hop!  Even the DJs chant “Hip Hop!  Hip Hop!  Hip Hop!” 

Revo Media is the independent record label behind 4-IZE’s current success.  Funded by three investors from Atlanta, Maryland, and Arkansas, Revo saw the value in 4-IZE’s music early on.  “Their goal is to be an artist friendly label in the shark infested music industry,” states their label consultant, industry veteran Wendy Day.  “Revo believes that talent + funding + fair contracts = success for everyone!  Revo is based in Atlanta, GA, as is Ms. Day.  “We’ve assembled a great team of people who are all moving together to build 4-IZE to the level of success he deserves.”  That, along with his talent and grind will propel 4-IZE into the indie spotlight, shedding light on his lyricism and talent.  And after all, shouldn’t that be what music is all about? 

And the labels chant “Hip Hop!  Hip Hop!  Hip Hop!”