'Hustlin' Pays Off For Miami's Rick Ross.

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Author: Crosley, Hillary

HIP-HOP

When most people think of South Beach, it's supermodels and fashionistas and pastel-colored art deco buildings. But local Rick Ross' Miami is a lot more "Scarface" than "Miami Vice."

Take Ross' breakout hit, "Hustlin." The MC took his moniker from Los Angeles Crip Freeway Rickâ€"rumored to have introduced crack cocaine to the gangâ€"and Ross' track is all about slingin' cocaine. With Billboard's Hot R&B/Hip-Hop Songs chart largely populated with catchy, but ultimately lightweight fare, "Hustlin" hits the bull's-eye of hip-hop's infatuation with making something out of nothing.

In a way, that's the story of Ross himself: The MC had rhymed and ghostwritten in Miami's local scene for 10 years, but got his break when "Hustlin" caught on in Miamiâ€"and caught the ear of Shakir Stewart, Def Jam senior VP of A&R. "I watched the 'Hustlin' record grow while I was in Miami and brought [Jay-Z] in," Stewart says. "What made Rick Ross stand out was that he's a real lyrical guy. It's not just about the beat and a one-liner."

In January 2006, Def Jam signed Ross to a four-album deal that the MC says is worth $10 million.

"When I finished 'Hustlin,' I knew it was gonna be a hit," the linebacker-sized Ross says. "I took it to radio, and it kept growing. And then [WQHT New York DJ] Cipha Sounds got hold to it."

The commanding track has indeed pushed the Carol City, Fla., native above the Mason-Dixon line and into Middle America. His Gil Green-directed video hit in early April and has stayed in steady rotation. Ross is even one of the artists spearheading MTV's new Discover & Download campaign, pushing multigenre artists with potential mass appeal across MTV, MTV2, MTVJams and MTVU simultaneously. "Hustlin" is the No. 13 most-played video on MTV, No. 5 on MTV Jams and No. 9 on MTV2 as of mid-May.

All of which means the world will be very familiar with Ross' signature, ubiquitous shades and extremely well-groomed beard ("It's all naturalâ€"I've never dyed it," he says) by the time his debut album, "Port of Miami," drops in July. The recording includes work from producers Jazze Pha, Just Blaze, Kanye West, Nitty and buddies Cool & Dre. Jay-Z is also slated to hop on a track for his newest recruit.

Ross has done a lot more for his hometown scene than shout it out in his album title. The MC is thrilled to help shine just a little more light on the Sunshine State.

"We're all supporting each other," says Ross, the first artist from Island Def Jam's recent joint venture with Miami's Slip-N-Slide Records, home to Trick Daddy and Trina.

Orlando, Fla.-based production duo the Runners cooked up the thick organ, screwed-up hook and ominous bass of "Hustlin." The pair has made the organ their signature sound and used it for artists like Lil Wayne, Dre's "Chevy Ridin' High" and new Cash Money/Young Money artist Currency's "Where Da Cash At." The Runners let Ross' chorus about ends justifying means speak clearly to hip-hop's mantra of survival.

Ross is also on DJ Khaled's "Holla at Me," Dre's "Chevy Ridin' High" and the upcoming Poe Boy Entertainment "Live From 305" compilation. And he has his posse, the Carol City Cartelâ€"Torch, Murdoch, Ashlee Ross and himselfâ€"dropping later as well.

Def Jam's Stewart, a man with a sharp eye for Southern talentâ€"he signed Young Jeezy, whose first Def Jam album debuted at No. 1 on Billboard's Top R&B/Hip-Hop Albums chartâ€"believes Ross and Florida have bright hip-hop futures.

"He isn't limited to a Southern sound," Stewart says of Ross. "And with the Dade County explosion, DJ Khaled and Rick Ross are at the forefront. They're going to continually flood the market."

PHOTO (COLOR): Rapper RICK ROSS was active on the Miami hip-hop scene for 10 years before Def Jam A&R esec Shakir Stewart signed him to a four-album contract reportedly worth $10 million in January. His debut album, 'Port of Miami,' is due in July.

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By Hillary Crosley