Perhaps you’ve seen “VH1’s Behind the Music” rap artist specials where, sweating their way to the top, rappers send demo tapes to any producer who might listen.
Yet for Ludacris, breaking into the recording industry came naturally.
He was born Chris Bridges, a native of Atlanta. This area has recently become known as a lightning rod for the rap world, gathering talent and attracting national attention. Bridges attended college at Georgia State University, where he studied music management and worked at a local radio station in an effort to gain recognition.
Donning the name Ludacris, he recorded his first album, “Incognegro,” in May 2000. After catching the eye of record label Def Jam South, “Incognegro” was remixed with the help of top-notch producers, eventually becoming the platinum-selling album “Back For The First Time.”
Now unquestionably a star in the rap world, Ludacris spoke with a group of reporters around the country, including the Emerald, about his new album “Chicken & Beer,” slated for release Oct. 7.
Q: The Southern style of rapping has been called one of hip-hop’s hottest new sounds. How would you say West or East Coast rap is different from that Southern style?
A: It’s got a sound of its own, especially when it comes to emotion. It’s really, really aggressive; it can motivate me to damn near punch someone. You also hear a lot more instrumentation most of the time.
Emerald: Who would you rate as your top three biggest influences on your sound and style?
A: LL Cool J and Scarface. Let me see… definitely Jay-Z.
Q: What do you love about hip-hop?
A: I love that it changes every day, you have to keep yourself afloat all the time to stay a part of it. Some people hate that and they want it to just stay a certain way — the only way that they know it — I love the change because it means that as an individual you don’t have to change but you have to change (musically).
Q: How do you think your experience at Georgia State affected you? Did you learn about the record industry?
A: To be real with you, I didn’t graduate. I had to leave college because of my career. I learned a lot about music management so far as marketing and things like that. But I think college is important in helping you to think like yourself and as an individual.
Q: Did you get your internship at the radio station (Hot 97 in Atlanta) through college?
A: That had nothing to do with it. But being at a radio station taught me more about the industry than Georgia State, because experience is the best teacher. It was a lot of hands-on and learning a lot of political stuff about the business, because there are so many record executives and artists coming through there everyday.
Q: Your new album is called “Chicken & Beer.” So how do you like your chicken and beer?

A: (laughs) I like my chicken pretty much fried. But I eat two meals of chicken a day, man. Rotisserie, fried, baked, grilled — whatever way it’s definitely chicken. But beer, you don’t have to have it a certain way, just brewed (laughs).
Q: So what’s your favorite beer?
A: Well, right now I’m working on three different endorsement deals, so ask me again in a few weeks (laughter).
Q: How do you see yourself separating from the Atlanta scene?
A: What sets me apart from Southern rap, and everyone else? I feel like I’m the most versatile MC out there. Doing collabos (collaborations) with different people, this is why I like doing them, because it shows my versatility. Whatever you want to do — rapping fast, slow, about certain subjects; women, make you laugh, make you cry; I’m trying to do it all. Over time I’m starting to drill that into everyone’s brain. I want to be the most versatile.
Q: All right, last question: What would you like to tell Bill O’Reilly (who called for a boycott of Pepsi because of a deal for Ludacris’ endorsement)?
A: I’d say: Buy the album. But I handled him in a very intelligent manner. I say his name in two songs on the new album. One I can’t say, but on the other the lyrics go like this: “Shout out to Bill O’Reilly / throw you a curve. You’re mad ’cause I’m a thief / I got away with words. I’m gonna start my own beverage that will calm your nerves…” For the rest, you’re going to have to buy the album.