This is a young man’s game, scrap and Soulja Boy Tell ‘Em is trying to school all of us on the new ways of Hip Hop, Inc. As record sales are still declining, Soulja Boy (neé DeAndre Cortez Ramone Way) to date pushed 105,000 of his debut album SouljaBoyTellEm.com and is number four on the charts. The viral campaign that he instrumented has been seen before, but never spread amongst this level. Crank Dat has been redone, reheated and served in various forms on YouTube and SoundClick – with many teens trying to duplicate the song that Soulja Boy has made into a smash.

With Way making one out of nothing, Soulja Boy Tell ‘Em signed a deal with ATL hit-maker, Mr. Collipark and his Collipark Records. Having already gone platinum on the ringtone charts, Soulja Boy is making more than just his dance mainstream. Being talked about for his youthful exuberance, there is indeed a change in the game, and Soulja Boy is here to speak with HipHopDX and “tell ‘em” about his humble beginnings, how the shift in the industry may stop online thievery and answers if “super soakin’ dat ho” is cool for the kiddies.

HipHopDX.com: Was the dance around before the song or was the song and the dance all one in the same?
Soulja Boy: It was the song first, then the dance came afterwards. The response that I got from it was crazy. It got a fast response. After that everyone else was putting out their own versions of the dance and the song. When I saw her [Beyoncé] do it, I didn’t know that it had become such a phenomenon. She was doing it while she was on tour and I thought that it was wild.

DX: You've got everybody and their mom’s doing the dance. Hell, even on 106 & Park – Samuel L. Jackson wanted to learn how to do it. How did that make you feel?
SB: It made me feel great. When I saw him do it, it was amazing. It was something that I created and something that I started and it was cool. I love that people are showing it and me – love.

DX: Being that you represent Mississippi and Atlanta – places where dancing is a way of life – was the music more so an escape from your regular life? Or was there something deeper to it than just your love of an 808-drum?
SB: Music, at first, I wasn’t taking it seriously, I was playing around. After that I began to take it really seriously. I was making other stuff at first, but it wasn’t anything like what I got now. I make music for the people who are from where I’m from and do what I like to do. I write the lyrics and make the beats. A lot of people want to hear that.

DX: In your bio, you say that music affected your grades. Since you were concentrated on production than Algebra – how did your moms feel about that?
SB: I was staying with my daddy at the time. He was on some other stuff. He wasn’t knocking what I was doing, but he wanted me to get my education.

DX: …But by being on the road – how are you going to do what you want and respect your father’s wishes?
SB: I have my tutor. I am going to complete school. Hopefully, my career will be where I want it to be, but right now, I’m doing crazy shows now. It’s a really hectic schedule that I am going through. I’m catching flights everyday, but it’s all good because this is what I love to do.

DX: Your hustle is really tied in to what anyone with a dollar and a dream would have for themselves. When you look back at the progress that you’ve made so far from posting on SoundClick to signing a deal with a major player in the game with Mr. Collipark – what has been the one thing that you’ve learned while navigating through the music industry?
SB: The radio doesn’t work how I thought it did. I thought that you had to go through a lot more, but I will say that it is really, really hard dealing with the radio. I definitely see how it is. I’m up to 7,000 spins, now. But before I got my deal, I couldn’t even get seven. [Laughs] I’d rather just deal with the video outlets. Videos are on the Internet, 24/7. If you request something on there, you can pretty much find it anywhere and it’ll get non-stop, continuous play.

DX: Do you feel that other people are trying to capitalize on the craze by making their own variations like “Crank Dat Spongebob” or “Crank Dat Aquaman"?
SB: Yeah, people are trying to copy and capitalize on my success. I look at it like it is flattery. It’s great because I look at it like they’re a fan of my music. I spoke with some of the guys who tried to do it; they’re trying to make it in the rap game, too. At the end of the day, it’s flattery and I have no problem with that.

DX: You’ve worked harder at a younger age than most cats in their thirties. Ultimately, where do you see your music and career headed towards as you get older?
SB: Honestly, I see me releasing artists off of my label and my next act is my boy, Arab. He’s going to come out in 2008. I’m going to continue to produce. I did a song recently called "Get Silly." I want to just expand. I’m a part of the new breed – Hurricane Chris; that’s my dog. We’re through the same peoples, you know? Sean Kingston; he’s my boy, too. I’d like to work with 50 Cent, Lil’ Boosie or Outkast – just to name a few. I would love to work with them all. Continued on page 2 »