LL Cool J still in 'Control' after 20 years

03/13/2006 12:53 AM, Reuters


It is hard to imagine rap music without LL Cool J.

After more than 20 years, he remains at the top of his game, having churned out hit after hit and increasing his visibility as an actor and sex symbol.

He has endured and, in some instances, outlasted hip-hop trends, lingo and fads. From Kangols and shell-toe Adidas to sagging jeans and glistening grills, from conscious rap and gangsta rap to crunk and snap -- LL has seen it all. Year after year, he has always been relevant, and often at the top of the charts. (In fact, his latest single featuring Jennifer Lopez, "Control Myself," marked his highest debut on the R&B/Hip-Hop Songs chart in eight years.)

As an artist, LL has stayed true to his style, never deviating too far from what has worked for him through the years. He has resisted trends, and even when he has stepped left of center -- with songs like 2004's "Head Sprung" -- fans have followed him willingly, enjoying the creative diversion and knowing that he will always return to the style for which he is best-known.

LL has handily mastered the art of reinvention, consistently finding new ways to be successful not only as an artist but as a businessman.

"I've seen him come through the clinches of this business and manage to keep his head, his integrity and his strength as a strong black brother," Angie Stone says.

But like everyone else, he had to start somewhere, and for LL it was in his beloved New York. Born James Todd Smith in St. Albans, Queens, LL grew up like so many kids of his generation listening to the likes of the Sugar Hill Gang, mouthing their lyrics line for line in front of his bedroom mirror. But unlike most of his peers, LL was destined to claim his own spot in rap music history.

In 1985, at 17 years old, LL Cool J -- which stands for "Ladies Love Cool James" -- became the first artist to release an album on Def Jam Recordings. From that album, "Radio," came his first hit single, "I Can't Live Without My Radio." He was an immediate standout in the hip-hop community: good-looking enough to catch the eyes of the ladies and hardcore enough to earn the respect of the fellas.

Indeed, LL paved the way for many of today's hip-hop artists, and Def Jam set an example for other record labels, as well.

"LL Cool J is one of the founders of the hip-hop revolution and without a doubt is one of the most important rap artists of all time," Warner Music Group executive VP Kevin Liles says. "His influence goes beyond music alone. LL Cool J is a cultural force."

Atlantic Records president Julie Greenwald agrees. "LL Cool J did what everyone said was impossible. He defied every rule and paved the way for hip-hop to reach a whole new level of global influence and achievement. LL Cool J was . . . the first superstar who proved that rap artists could be career artists. Over the past 20 years, he has continued to reinvent himself and stay on top."

CAREER KUDOS

LL's music career is filled with an impressive list of highlights.

In 1987, "I Need Love" became the first rap song to reach No. 1 on the Hot R&B/Hip-Hop Songs chart.

Then, 1991's "Mama Said Knock You Out" made huge waves, winning an MTV Video Music Award for best rap video and earning LL his first Grammy Award for best rap solo performance in 1992. The song was included among the Rock and Roll Hall of Fame's list of "500 Songs That Shaped Rock and Roll." Also in 1992, he became the first black recording artist to be featured on "MTV Unplugged."

He won his second Grammy in 1997 for "Hey Lover," while "Mr. Smith" was nominated for best rap album. The album earned double-platinum status in the United States. "Hey Lover," featuring Boyz II Men, topped Billboard's Hot Rap Singles chart for eight weeks straight in 1995, while "Loungin" topped that same chart for four weeks.

In 1997, LL received the MTV Video Vanguard Award for career achievement, and the UPN series "In the House" helped him reach an even wider audience. His autobiography, "I Make My Own Rules," soon followed.

At this point, LL began delving into acting even more. He has since co-starred in such films as "Halloween: H20," "Any Given Sunday," "Deep Blue Sea," "In Too Deep" and "Last Holiday."

He won an NAACP Image Award for outstanding hip-hop/rap artist in 2001.

In 2002, "Luv U Better" topped Billboard's Hot R&B/Hip-Hop Songs chart for four weeks, and the album that spawned it, "10," reached pole position on the Top R&B/Hip-Hop Albums chart. The following year, "All I Have" featuring Lopez topped The Billboard Hot 100 for four weeks.

That same year he received the Quincy Jones Award for Outstanding Career Achievement at the Soul Train Music Awards, and VH1 ranked him No. 5 on its program "50 Greatest Hip-Hop Artists."

LL has released 11 albums -- all on Def Jam -- including five that reached No. 1 on the Top R&B/Hip-Hop Albums chart: "Bigger & Deffer," "Walking With a Panther," "14 Shots to the Dome," "10" and "G.O.A.T."

His latest offering, "Todd Smith," is due May 2. The album's first single, "Control Myself," marks his 40th Hot R&B/Hip-Hop Songs chart appearance since 1985, ranking him third among rappers.

"LL, simply put, gets it," says Phillana Williams, senior VP of marketing at Island Def Jam Music Group. "He is always on the pulse of what's hot and incorporates it into each of his albums, while at the same time staying true to his fans."

Those who know and work with LL say there are several reasons for his longevity and across-the-board success.

"Few are able to get to the top, (but) LL Cool J has stayed there and thrived," Jennifer Lopez says. "From 'Rock the Bells' to 'Around the Way Girl' to our new collaboration, 'Control Myself,' LL's hard work and inspired creativity have allowed him to stay as relevant and influential today as ever. He is a great guy whose positive outlook is contagious to those around him."

Williams adds that LL's marketability can be credited to his knack in appealing to a broad demographic. "He's very talented, which accounts for much of his success as a multimedia talent," she says. "Another key element is that he appeals to the entire family unit: mother, father and kids."

Lyor Cohen, chairman/CEO of U.S. recorded music for Warner Music Group and former Def Jam president agrees. "He had a rare combination of talents and was destined to be a musical pioneer who would forever have a profound impact on the world of music. Hip-hop owes a debt of gratitude to LL Cool J. Hip-hop and rap wouldn't be half of what it is today without his influence and amazing body of work."

Reuters/Billboard