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Tuesday, April 20, 2010

Hollyweerd makes it look 'Supa Eazy,' adds new mgmt.

30mts49

Indeed, Hollyweerd has always made its knack for creating infectious rap look easy. So it's fitting that their new single, from the upcoming mixtape Edible Phat 2.0 (due to drop May 3), bears the title "Supa Eazy."

Stream/download "Supa Eazy at DJBooth.net.

On first listen, the sing-along hook ("Yaaaaaah, we make it look so easssy) reminds me of recent Atlanta radio phenoms Travis Porter (which, depending on your slant, could be read as a diss or a compliment). But fear not, their ability to approach fun, poppy rap from a smarty-arty, lyrical point-of-view has always been the oddest, and coolest, thing about Hollyweerd. (As we said last year, they're the local hip-hop act that breaks all the rules.) It's the kind of combination everyone strives to pull off on the low, but few do.

One thing that hasn't come as easily for Dreamer, the Love Crusader, Tuki and Stagolee is the sizable success they seemed destined for when they dropped that lightening-rod of a debut single "Have You Ever Made Love to a Weerdo" after forming in late-’07. But that could all be about to change. After flirting with major labels for two years to no avail, Hollyweerd has aligned itself with a new management team —namely, Jeremy "JDot" Jones (who also manages Yelawolf) and Fadia Kader (Broke $ Boujee, Perfect Attendance). Jones and Kader are working together on a new venture to be announced in the near future that they hope will greatly impact Hollyweerd and the rest of Atlanta's untapped and undermarketed hip-hop scene.

The new arrangement is a big deal for other reasons, too. Over a year ago, we covered Fadia Kader's ascent as a promoter within Atlanta's nightlife scene. But the juicier backstory revolved around the unspoken beef that had developed early on between Hollyweerd and Proton — the Atlanta rap group Kader was managing at the time. Some of the drama had to do with Kader's decision to remain allied with Proton exclusively, even though some of the members of Hollyweerd saw her as a conduit for the scene at large. As she put it back then,

"With [Hollyweerd], they saw me as their homegirl and [thought] I should be doing the things I do for Proton for them," she says. "Of course, I'm gonna go for my artist first. It's a given, so either you accept it or you don't. And people didn't accept it, and no one's signed a year later."

Ironically, Tuki and Dreamer first met each other at one of Kader's original Broke $ Boujee parties. It was there that they began to throw around the idea of an underground supergroup. So in a sense, Kader and Hollyweerd have come full circle.

With a new single, new mixtape and new management, Hollyweerd seems poised to get a fresh start this year. Stay tuned.

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