With the 2008 Billboard no. 1 smash hit "Low," Flo Rida exploded onto the mainstream. Effectively decimating his weary competitors, their faces twisted and confused, in the wake of his hard-earned success. Tramar "Flo Rida" Dillard has been living hip-hop since the formative years he spent touring as a hype man to Fresh Kid Ice of 2 Live Crew. Hip-hop is intertwined into his DNA; his heart floods his body with an endless supply of perseverance. With the sophomore release of R.O.O.T. (Route Of Overcoming The Struggle), Flo Rida is relishing the reward of his diligent work ethic. Its debut track, "Right Round," sold over 636,000 downloads in its first week.
The burgeoning MC attributes his success to many of his influential colleagues, "I spent four years in California with DeVante [Swing] of Jodeci. He's a perfectionist when it comes to music." Working amongst hip-hop's elite and studying R&B's finest, has supplied this lyricist from The Bottom, a musical foundation which is structurally sound. Hailing from Carol City, one of the roughest sections in Miami, Flo Rida recognized the street's seduction. He chose not to embrace the chilling allure. "When it came down to doing certain things I chose to be a leader and do more positive things," he says, as his manicured goatee surrounds his words.
In the midst of dizzying success, Flo Rida continues to stay grounded, in part due to the love and strength instilled in him by his mother Ernestine Dillard. She signifies the struggle and what it is to live righteous. On R.O.O.T.S., Flo Rida insists, "The Dirty South ain't just a name, the way I been poor / the projects brown and white I call it Gizmo / went from a Gremlin to them cars in Jigga's video / can't grind a mill into a mill, only God know it / no record deal to a deal I work hard for it / can I live up to I'm living like my mama told it / before you reap it you gotta sow it."
Flo Rida gave Ballerstatus.com an exclusive interview where he discusses everything from his humble roots in Miami's Carol City to his impressive R.O.O.T.S. as a digital downloading prodigy.
BallerStatus.com: Congratulations are in order. You're erecting the blueprint for digital download success. In spite of the dismal economy, to what do you attribute this continued commercial success?
Flo Rida: Just dedicating 100% of my time to getting into the studio [and] always getting my colleagues' advice when it comes down to my music. When I leave the studio, I always make sure that this is something that [will] give me goose bumps, before I end up giving it to the world. I just want others' opinions on how to progress. At the same time -- being able to travel around the world and keep having that international exposure -- it helps to broaden my horizons when it comes to music.
BallerStatus.com: Being that you've experienced tremendous professional success with Mail On Sunday, what motivated you to continue to perfect your craft with Route On Overcoming The Struggle?
Flo Rida: When I go around the world, I see people rushing towards the dance floor, I just love that energy. I want to keep [it up] for a long time, as long as I'm in the game. Definitely, I have to give a big shout out to the Poe Boy Ent. and the Atlantic Record staff. Mike Caren, my A&R of Atlantic Records, Freezy and E-Class, my management and CEO, they don't beat around the bush when it comes to me making records. They always give me the truth. I mean, with that kind of team, I'm a perfectionist.
BallerStatus.com: In your opinion, which tracks from R.O.O.T.S. best exhibit your lyrical growth as an MC?
Flo Rida: Listening to the title song "R.O.O.T.S." I talked about where I'm from and what I did to get this success and what I'll do to continue to have success. I mean, it's like four or five tracks on this album that shows my growth and shows that I [have] broadened my horizons. It may inspire some of my fans who may be trying to pursue this career as an artist. It shows the fact that if you believe it, you can achieve it.
The lyricism is definitely versatile on this album. I have the up-tempo records that are more clubb-ish and things like that. But, there's more substance and subjects on this album versus the first album. It's well-rounded.
BallerStatus.com: I wanted to talk to you about that, how did you strike that balance between the party records and the more personal, thought-provoking, records?
Flo Rida: For the most part we conjured up a bunch of records. It was a challenge with the fact that I've been traveling around the world. Sometimes I was by myself. I was in a bathroom in Japan with my studio equipment, in there trying to record and get acoustic sounds. With the 13 records on the album, I try to make sure that the beginning definitely interacts with the title, "R.O.O.T.S." We got a song called "Finally Here." Then we have a record called "Never."
My mom, she always told me to never give up [and] to never hold my head down. Some people, you can't trust and things like that. Another song with Wyclef, which appears on the [track] called "Rewind". It talks about if I could rewind time to the past and [spend time] with the people that I've lost, what would I do different. It shows what types of emotions that I have about losing people. With that being said, I lost my sister. I lost her and one of my best friends, recently in Japan and everything I lost him ... they both motivated me when it came to music. My sister, she was a great singer. My boy, Big Rell, he was a great DJ. Down in Miami, everyone knew him. He was the mouth of Miami. That's how we balanced it, by putting those four or five records [on the album].
BallerStatus.com: Did you utilize any emerging artists or producers on this album?
Flo Rida: Oh yeah, with the record that everyone helped me make history with, the "Right Round" record has my girl Keisha. She's an upcoming artist [and] she's signed to Dr. Luke, who actually produced the record. Then with my second single, which is "Sugar" featuring Wynter. It's doing real big things everywhere; iTunes as well. She's actually signed to Atlantic Records. She's a hot new artist. I definitely reached out to up-and-coming artists, versus those people with a household names. But, I also reached out to those people with a household name who inspire me.
BallerStatus.com: The female demographic is very instrumental in supporting artists. In what ways do you appeal to women?
Flo Rida: I mean, the women always tell me that, you know, that I'm sexy and stuff. (chuckles) So, I always make sure that I stay in the gym and keep up the regimen.
BallerStatus.com: I was just about to ask you about that, is it natural? How'd you get so juicy?
Flo Rida: (laughs) It's all natural, I don't watch what I eat. I just make sure I go to the gym.
BallerStatus.com: When you're in the studio creating, are you cognizant of the lyrics you're using?
Flo Rida: When I go to the studio, I just let it out and wait. At the end of the day, when I listen to the record I make sure that nothing is too vulgar. For the most part, it's natural for me to do records that parents will let their children listen to and things like that. Anything outside of that, we'll put a parental advisory sticker on it.
BallerStatus.com: Are you a father?
Flo Rida: I'm not a father and I'm single.
BallerStatus.com: Are you serious? Wow, you're going to make me catch feelings. So juicy and no babies.
Flo Rida: Now you want me, baby, now you want me. (laughs)
BallerStatus.com: (laughing) You're making it hard to be professional. As a contributor to hip-hop, why do you think there's such a disproportionate ratio of thriving male to female MCs?
Flo Rida: I mean, since the beginning, it's always been that way, for the most part. When hip-hop started, it was originally mostly males. I feel like there are credible female MCs out there. You got Lil Kim, Remy Martin, Trina is doing her thing too. We just started out with more male MCs.
BallerStatus.com: You may say that R.O.O.T.S. was inspired by your trip to Africa. What events from that trip still resonate with you?
Flo Rida: Wow, just me initially getting on the plane. When we were in British Airways, there was nothing but black people on the plane, including the flight crew. This was something that was really historic to me. When we got there, [just] knowing that a bunch of people were willing to walk over 30 miles in the desert to see me, regardless of their struggle and things like that. That touched my spirit and I wanted to give back. That's why titled my album R.O.O.T.S.
BallerStatus.com: What countries were you able to visit?
Flo Rida: We were in Abuja, Nigeria.
BallerStatus.com: Traversing the globe has rewarded you with a broader perspective, how has your traveling affected you as a man and as an MC?
Flo Rida: Being able to meet people from different walks [of life] -- going to Japan, going to Africa, going to Sweden and every [one] of the states, all around the [United] States. Going around to children hospital's and things like that, you know, that really touches me.
I grew up in a household where we really stuck together as a family. I have seven sisters, [and I'm from a] single parent home. My mom always was always instilled in me that you can be from the ghetto, but you don't have to be of it. So you may see people going down destructive paths, but you don't have to be of it. When it comes down to my mother, I listen and will always be loyal and a follower. But, at the same time, [I'm] a leader. I think that's the most respectable thing people will get out of Flo Rida.
BallerStatus.com: You touched on this earlier in the interview, and I try to live by the motto of what you focus on you'll get more of. You're quoted as saying that your mother helped to instill into you that, "if you believe it you can achieve it." Why has this impactful advice stayed with you, why is it working so well for you?
Flo Rida: For years I would see my mom not even talk to another dude. Early on growing up and having seven sisters and being the only boy that really molded me. I always wanted to be around my mom. At the same time, I just seen the way she walked and the way she talked. I saw the way that people respected her. You know, having seven kids, normally, people wouldn't want that many people to come over to their house. We would come over there and we'd be like angels. They would always invite us and things like that. So, the way she shaped our family, she took us to church and always kept us on a positive note. I have to congratulate her.
BallerStatus.com: Do you ever envision yourself indulging in any negative publicity as a way to bolster album sales?
Flo Rida: Oh, not at all, not at all. For the most part, people will try to slay your name by doing certain things. But at the same time, I just put my trust in God and go off what's natural for me; that's to make hit records. [I] go out and show love because that's greater than hate.
BallerStatus.com: Ballerstatus.com appreciates your time, what closing remarks would you like to leave with your fans?
Flo Rida: I definitely appreciate all your support. I really appreciate what y'all have helped me get done. Thank you God for letting me make the right choice. Holla at your boy. If you want to use a more personal approach, you can hit me on my cell phone number, which is (305) 528-2786. You can hit me up on OfficialFlo.com. You'll get songs, tour date information, etc. I'll be in a city near you. Like I said, once again, I love you. Thank you guys. Let's continue to make history with Flo Rida because I always show love. What you put out is what you receive so I expect it.
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