L.O.L. (Lords of Lyrics)

J.R. Reynolds

For most rap acts, when it comes to sampling, more is better. However, in the case of Franchise Records act L.O.L., whose debut album, 'Heaven Or Hell,' arrives in stores July 23, less is more.
'When we first started out as a group, we used a lot of samples,' says rapper Swan. 'But for the album, we found that we could get a more original vibe if we stuck with live instrumentals.'
Swan is joined by fellow rapper Shawn and DJ Marq, who round out the Los Angeles-based crew.
'Heaven Or Hell' is a 13-track collection of mid- and uptempo funk/hip-hop that blends elements of freestyle, g-funk, and dancehall, creating a well-rounded musical package. 'It's an album that you can listen to straight through,' says Shawn.
'Heaven Or Hell' was produced by Twin, whose previous credits include such rap artists as Little Ú Dead and Big Mike. Twin has also worked with producer collective Trackmasterz. DJ Slip, who worked on MC Eiht's last album, is credited with mixing the set.
Live performances, combined with aggressive promotion of the video for the first single, 'Summer Breeze,' anchor Franchise's two-stage marketing campaign for the project, which is distributed through Independent National Distributors Inc.
The L.A.-based company's initial plans call for an attack of the Southwest and West Coast regions. Franchise executive VP/GM Shaun Lee says, 'The second phase of the marketing strategy will occur in the Midwest and Central regions of the U.S.'
Managed by L.A.-based Roi Williams, the group has been able to make a name for itself among hip-hop consumers in the L.A. area, largely due to DJ Marq's work spinning records at ASCAP showcases, roller rinks, and other commercial urban hangouts.
In April, L.O.L., which has yet to sign with a booking agent, opened for Nonchalant at Freaknik, the college spring-break celebration in Atlanta. On June 2, the act opened for Cypress Hill in San Diego.
'Summer Breeze' will be serviced to rap and R&B stations June 21 in order to coincide with the first day of summer. At the same time, promotional copies will be delivered to club DJs, mix-show jocks, and record pools.
The underground rap label will service crossover stations with the single in July as interest in the record builds.
The video, which had not been shot at press time, is scheduled for release in early July. Described as a good-time clip, 'Summer Breeze' will feature hi-tech special effects and will be serviced initially to local and regional shows in the Southwest, as well as to the Box.
'The clip will have a summery atmosphere to it that plays right in with the warm-weather season,' says Lee. 'The album drops in June, so we're hoping to get some cross-pollination of record buyers and marketing synergy from the project.'
The label--owned by the Los Angeles Clippers' Stanley Roberts, who serves as the label's president/CEO--plans to support the single with such promotional items as T-shirts, hats, record flats, and stickers through independent street teams.
At retail, the label plans to offer a limited number of singles for 99 cents as part of a special front-counter display.
In early September, a remixed version of 'Summer Breeze' will appear on the B-side of L.O.L.'s second single, 'FUNeSTYLE,' which is scheduled for release in early September.
'FUNeSTYLE' includes guest rapper Mr. X, whose self-titled Jungle Records set features L.O.L. on the track 'Playa's Life.'
There are no plans to release 'Heaven Or Hell' internationally.
(c) BPI Communications, 1996 ALL RIGHTS RESERVED - Billboard Magazine