#Numbiz

San Diego Reader Article Numbiz July 4, 2007
Category: Music

Gangsta Rap in Decline? Carlsbad resident Carlos "Numbiz" Rodriguez performs as a solo artist and with Latin rapper Blaze in a group called LPLD. More lucrative are the hip-hop lyrics and beats Rodriguez composes and sells to producers for between $1000 and $15,000. The only negative aspect to this gig is that he has to relinquish publishing rights; Rodriguez is not listed as a songwriter and earns no royalties.

"If you are a Latin artist, people are afraid to invest in you," says Rodriguez. "Fat Joe [from Puerto Rico] and [Cuban] Pit Bull are the only two artists who have videos on BET [Black Entertainment Television]. Chingo Bling from Texas is the only Latin artist of Mexican descent who is breaking right now." He notes that San Diego's Lil' Rob has earned some national attention.

"If I was African [American] or even Anglo," says Numbiz, "people would look at me as if I was worth a lot more. People think that because I'm not aggressive, I'm not worth the same amount as someone doing the exact same job....

"A couple of labels are interested [in signing me as a solo artist], but I almost feel disrespected because there are other people who get double the amount."

Numbiz says even though major labels still sign "gangsta" rappers, that type of hip-hop doesn't always yield a return on the labels' investment.

"I talked to one record [exec] and he dropped $1.2 million on this one artist. There is no way they will be able to recoup that. If they gave me a small budget of $50,000 or $100,000, I could double it.... The reality is that people don't want to hear that anymore; people like Fergie are selling more hip-hop records than hip-hop artists."

Numbiz, a business major, starts his last year at Cal State San Marcos this fall. He plays in L.A. next weekend at Club Tokyo (July 12) and the Standard (July 13); on August 17, he'll be at Club Mystere in Tijuana... @blurt_by --> -- Ken Leighton
- San Diego Reader

Education has been one rapper's secret to his success.

"My education has helped me out a lot," said Carlos Rodriguez, who also goes by his stage name, NUMBIZ. "Otherwise I would have been taken advantage of."

The 26-year-old Puerto Rican artist is in his final year at Cal State San Marcos as a business major.

"I accidentally got into rapping," Rodriguez said. He started by making beats and sending them out to different labels and people. He began to accompany his beats with his rapping. He said, laughing, that no one really cared for his beats, but everyone asked about his rapping.

"I've written my music my whole life," Rodriguez said. But he never expected to become a rapper, he said.

He is also a successful entrepreneur. He has a production company, Music Money, with a friend. The company has worked with producer DJ Rek and San Diego rapper Lil Rob.

Rodriguez has also partnered up with another local artist from Oceanside to create a group, LPLD (Lost Product Latin Division).

"We sound like no one else," said Raul Cervantes, Rodriguez LPLD partner, 21, he also goes by his stage name BLAZE. "It's just a whole new sound we bring to the table."

The pair met at a Z90 rap battle three years ago. Rodriguez was working for the radio station and wasn't allowed to participate in the competition.

"I would always try to sneak in," Rodriguez said. "I would always make it to the finals, but then someone from the station would recognize me and take me off the competition."

He said one time he was on stage and was literally pulled off in front of everybody.

Since he couldn't compete, he just went to check out the station's choice for San Diego's best rappers, he said. Cervantes won the Z90 battle that night. After everyone applauded his skill, Rodriguez came up and started "spitting in Spanish," Cervantes said.

"When we met, we clicked," Cervantes said. "Ever since then we've been rocking."

The duo appeared in July on Univision's Despierta San Diego.

"We're very proud of being Latin," Rodriguez said.

They have also opened up for Pitbull, Huey, E-40, T-Weaponz, Petey Pablo, The Federation, Lil One, Mr. Shadow and Yung Joc.

"A rapper was the last thing I expected to be," Cervantes said. "I was straight pisa."

Cervantes was born in Mexico and grew up in Oceanside. He said he grew up dancing to the "Quebradita" and listening to Rancheras and Banda. He had no idea who Tupac, Biggie and Warren G were until his cousin introduced him to rap and hip-hop.

"I was voted most likely to be a superstar in high school," Cervantes said. "It's funny, because I didn't even graduate high school."

"There's a new sub-culture emerging," Rodriguez said. "We're trying to unite all Latins."

They said they can't compare their sound to anyone else because their music is inspired by all genres. Cervantes said the only category LPLD music can possibly fit would be Latin hip-hop.

"But I believe hip-hop doesn't exist anymore," Rodriguez said.

The beats are jumpy but with a hard sound, Cervantes said.

"We got real lucky," Rodriguez said. "We're like a niche. No one else is doing what we're doing in So Cal."

He said the lyrics aren't violent or degrading.

"You'll never hear 'kill, kill, murder, murder,'" Rodriguez said.

Both artists agreed that there only gimmick was them and their music.

"We have totally different opinions," Rodriguez said. "But that's what makes us a good dynamic duo."

LPLD has an album coming out Jan. 1, 2008.

"Our idea is to dominate the whole year," Rodriguez said.

The next shows for NUMBIZ are Oct. 18 in Club Tokio and Oct. 26 at The Standard. The next show for BLAZE will be Oct. 20 in Mexicali.

For more information go to www.numbiz.us or www.myspace.com/blaze313k. - The Telescope

Latino rapper Raul "Blaze" Cervantes performs with Puerto-Rican rapper "Numbiz" (Carlsbad resident Carlos Rodriguez) as LPLD (Lost Product Latin Division). Blaze raps in Spanish and English. In 2003, he won $1000 in a Z-90-sponsored MC battle.

Rodriguez -- in addition to performing in LPLD -- sells his hip-hop lyrics and beats to other producers for between $1000 and $15,000. The only negative aspect to this gig is that he has to relinquish publishing rights; Rodriguez is not listed as a songwriter and earns no royalties.

"If you are a Latin artist, people are afraid to invest in you," says Rodriguez. "Fat Joe [from Puerto Rico] and [Cuban] Pit Bull are the only two artists who have videos on BET [Black Entertainment Television]. Chingo Bling from Texas is the only Latin artist of Mexican descent who is breaking right now." He notes that San Diego's Lil' Rob has earned some national attention.

"If I was African [American] or even Anglo," says Rodriguez, "people would look at me as if I was worth a lot more. People think that because I'm not aggressive, I'm not worth the same amount as someone doing the exact same job....

"A couple of labels are interested [in signing me as a solo artist], but I almost feel disrespected because there are other people who get double the amount."

Rodriguez says even though major labels still sign "gangsta" rappers, that type of hip-hop doesn't always yield a return on the labels' investment.

"I talked to one record [exec] and he dropped $1.2 million on this one artist. There is no way they will be able to recoup that. If they gave me a small budget of $50,000 or $100,000, I could double it.... The reality is that people don't want to hear that anymore; people like Fergie are selling more hip-hop records than hip-hop artists."

Rodriguez, a business major, started his last year at Cal State San Marcos in fall 2007.

- San Diego Reader