Rocko: You Do You, I'mma Do Me

Swagger is the new "must" for most new artists these days. Lately it hasn't been what your lyrics reflect upon, but rather the way in which its delivered. Walking the same boulevard of trends is Def Jam's new comer, Rocko. Currently, his quick rising single is picking up steam on stations nationwide. We got the chance to speak with the new rapper representing Atlanta and continuing their dominance of radio airwaves.

His journey speedily reminds us of Jeezy's, Shawty Lo's, and other label executives who've stepped into the booth. Rocko, however, worked to develop artists for major label deals. In fact his company has helped season Grand Hustle's Young Dro into the flashy MC his is today. Additionally, Rocky Road Productions produced for Dem Franchise Boys and Lil Scrappy as well. While maneuvering behind the scenes Rocko decided to test the waters as a featured performer instead of being a suit and tie.

Once the decision was made a hit was made. Seemingly overnight his "Umma Do Me" took off and garnered attention from various DJs and Atlanta's surrounding regions. Radio spins were going through the roof and a deal was struck. That deal wasn't from Def Jam; Rocko was just about to sign with another unnamed entity when Def Jam came calling. A plane was sent and Rocko's attention was stolen by the legendary company. He's from Atlanta, but he says it was like a Bronx tale.

BallerStatus.com: So... you and Def Jam introducing Rocko to the world huh?

Rocko: Yeah, man. It's tight, I'm enjoying the moments and the process.

BallerStatus.com: You started off in artist development correct?

Rocko: Yeah I started off as the CEO of my own record company. I got artists and developed them for major label deals.

BallerStatus.com: When working with new artists, what was the first thing you told them they needed to do in order to be successful?

Rocko: First, you got to figure out a way to market an artist. So the image was the most important thing I looked at. You can't sell anything if you don't know who you're selling to. I would go in and look at person while they talked in public, how they dressed, and their character. I would see where they strong at; where they're weak at; and we would capitalize off of their strong points.

BallerStatus.com: Have you ever felt like you gave someone bad advice or handled them poorly?

Rocko: No, that's something I've never done. My father, before he passed, told me never to mislead a person. So, I would never mislead anyone. If I'm going to tell a artist something it's going to be the right thing to do.

BallerStatus.com: When your company, Rocky Road, was operating who was some of the clientele? And what part did you play in their development?

Rocko: Young Dro was the main one. Initially, Dro wanted to kill something in every song he wrote. He wanted to rob somebody on every song. So I told him, "There's no way we can market this on the radio. First off, you got to change the way you rap. You've got to find something else to rap about if we gone work your music on the radio." I told him to just rap about something else you like doing and what makes you feel good. That's when he started coming with all the different colors, the cars, and things of that nature.

BallerStatus.com: Rappers are known to be assholes, so was it hard to get your point across to him?

Rocko: At the time he understood because he had been rapping and rapping for a while. We put out song after song. They were good for the streets, but he was wondering why radio won't play his songs. Once he caught wind of what I was saying to him, he changed his style up. That's when it hit him.

BallerStatus.com: Who else did you work with?

Rocko: Dem Franchise Boys and Young Dro were the main two. My company did the beats for Dem Franchise Boys' first album.

BallerStatus.com: When you made the transition from being behind the music scenes to actually being an artist? What difference did you see when comparing the two?

Rocko: Being an artist is more time consuming than anything. You have to travel, be here, be there, and put a face with the record. I took some time off from my company and decided to be an artist myself. When I made my mind up, I did what I had to do.

BallerStatus.com: Where did your first hit, "Umma Do Me," come from?

Rocko: It's really a song all about individuality. You shouldn't care about what a person says; you let them be who they are. You do you. You may not like what I am and what I represent; that's okay you just do you.

BallerStatus.com: This song was out before Def Jam came and signed you. How did you work the record yourself?

Rocko: Atlanta is my town. I'm well known there, so when people heard I was rapping they wanted to hear it. I gave the song to a couple of DJs and it was just bubbling. Once I realized the type of response we got, we just hit the button on the record. We pressed up singles, email blasts, and performing. The song was getting like 400-500 spins per week, prior to us doing a deal with Def Jam so it was already a hit.

BallerStatus.com: You actually had another deal on the table and you were getting ready to sign the paperwork before Def Jam called you for your meeting huh?

Rocko: Yeah, we had a situation. My guy hit me like, "They trying to fly you to New York. Take this meeting." I was about to close the other deal out, but we took the meeting with Def Jam. We go to Def Jam and have a meeting with L.A. Reid. He asked us if we had seen "The Bronx Tale." I said, "Yeah, it's a pretty good movie." Then he locks the doors and says, "Now you can't leave!" And that's how (negotiations) started.

BallerStatus.com: Ok, so he locks the doors and you start talking business. What was said by Def Jam to make you leave your other deal sitting on the table?

Rocko: When I walked through the doors, it felt like a place I could call home and have a career. The people gave me a pretty good vibe and my manager had good relationships with everybody on the staff, so it all made sense.

BallerStatus.com: Even though you're just getting started as an artist, do you see yourself working in artist development again?

Rocko: Yeah, I'm an all-around person. I can do whatever I set my mind on doing. I do see myself sitting behind one of these desks running things. But as far as me going and finding artists, that's over. That's done; that's the past. If I work with an artist, it has to be someone with an audience and a following. It's too much work to find someone these days because everybody raps or produces.

BallerStatus.com: Self-Made is the name of the album. What sets you apart from everyone else rapping in Atlanta?

Rocko: I own my own company, I make hits and I put out my own records. I'll never be a one-hit wonder cause I promote my own records besides having Def Jam behind me. I'm not afraid of doing different things when it comes to music. I go to the studio and make what I feel. I always been a trendsetter so I can get away with a lot of stuff.

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