Big L
Global Grind
By: Kathy Iandoli
Last updated May 13th , 2010

Upon calling Big L, CEO of U Digg Music Group, his voicemail appears charming at first. A woman with a British accent politely asks you to leave a message at the beep. She then curses you out if you plan on calling Big L for something other than being about your business.

While many associate the name Big L with the legendary rapper that we lost eons before we should have, this Big L has been a vital part of hip-hop for several years. Having worked with UGK since the early days and currently pushing Gucci Mane, OJ Da Juiceman and a whole slew of new artists, Big L is undoubtedly one of the reasons why Hip-Hop is still a moneymaking business. 

A seasoned veteran in the game, Big L can spot talent that will not only circulate music, but also circulate money. He stays busy making moves until the wee hours of the morning, taking brief moments for power naps and maintaining his perfect beard. We caught up with the self-made entrepreneur in between meetings in LA. He offers some life lessons on perfecting your hustle ... and your facial hair.

101D.com: For those who might not know, how did you get started in the music industry?

Big L: I started out working with an artist by the name of Young Stally from Fort Lauderdale. Then I was dealing with the legendary group UGK. Me and Pimp C, we became really good friends. It kind of came from that.

101D.com: How did U Digg come about?

Big L: It was like a saying we would all say when we were done talking, like "U digg?" It kinda stamps it official. So that was how we came up with the name U Digg Music Group.

101D.com: How have you managed to stay afloat in this economy?

Big L: I feel like I'm ahead of my time because some of the things the artists and the labels now are doing, we were doing almost a decade ago. Marketing independently, putting them out independently and receiving independent money. We were doing that almost a decade ago, and it was very lucrative. Every day we look for new ways to step it up and take it to another level.

101D.com: Which artists are you currently representing?

Big L: I'm currently working with an artist named Skrilla Boy and I have an artist by the name of Yae Boy, who has a 360 deal with Atlantic. Also we're working with several mainstream artists, such as Rick Ross, Gucci Mane, OJ Da Juiceman. I mean I work with everybody. 

101D.com: Do you think the hustle of the South is different from up North?

Big L: I think there's a lot of talent right now in the South. The South is being looked at from a different eye. I don't wanna say the South has more of a hustle. More people are being looked at in the South than ever before, so it's hand-in-hand. If you know you're being looked at, you tend to work a little harder.

101D.com: The market right now of artists is overpopulated. As a businessman who looks for new artists, what are the criteria that make you want to work with them?

Big L: He has to be working; he has to be hustling. He has to be self-contained; he has to want this. He has to have more than just talent. Everybody has talent. He has to be exceptional. He has to be one of those ones that stands out. He or she. They have to really keep doing the open mics and putting the mixtapes together. I've got to see him working. Once I see him working, then I can come along and bring my expertise and money and we can take it to the next level. It's more than just the talent. The talent doesn't get you the check; it's the work ethic. There's a lot of hot dudes out here, but you pick by whose work ethic is stronger than the others. That's why there's only a few mainstream artists out there doing so well like Lil Wayne or Jay-Z. Those dudes' work ethics are crazy. They work when the other rappers are asleep.

101D.com: Do you see that level of work ethic is younger artists?

Big L: Yes and no. It depends on who they're coming up around. My artists - their work ethic is crazy. I show them what they need to be doing. 

101D.com: You came from working with UGK. Do you see that fire UGK had in any newer artists?

Big L: I have this joint venture with Straight Drop Records and they have an artist by the name of Low Boy. There's another label by the name of GC (Garden City) Entertainment and they have an artist by the name of Raw Six. Believe it or not, those two artists I have often said they remind me of Pimp C, Bun B or something like that. When I was in the studio with Bun B and Pimp C, Pimp would have a song basically created, have it laid out ready to go. When Bun got in, all Bun would have to do was spit his 16, go over it and finish it out. Their work ethic together was so crazy. One would do one thing and one would do the other. I see that with Raw Six and Low Boy. Their work ethic is crazy. It's rare.

101D.com: What is your schedule like?

Big L: I'm in LA right now; we're meeting with Universal on some business. I called my personal assistant this morning at 6am to confirm this interview. I laid down, because we were in the studio until four in the morning. On the norm I wake up around six, go to the office, do my paperwork from 6-12pm. Then I'll go try and take a few hours break, get me a little rest. Then around five, we bang it out in the studio all the way until three or four in the morning. So my hours of sleep really come during the day - an hour here, an hour there. It's been like this for the past eight years. It's unhealthy, but unfortunately this is what it takes because the overtime and the overdrive ... that's what determines what your success will be.

101D.com: I have to ask ... how do you keep your beard so fresh and trimmed? There's not a hair out of place.

Big L: (Laughs) I get a haircut three times a week. On Monday, Wednesday, then Friday. My barber is a good guy. His name is Benny Styles. He's originally from New York, but he's been cutting in Atlanta for three or four years. I might get one real haircut a week and then he'll touch it up a few times throughout the week. Gotta keep it fresh, U digg?

[Tags] Hip Hop, Rap

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