Birdman makes hustling backwards look good. The man then-known as Baby started as a mogul, introducing Juvenile, Lil Wayne and The Hot Boys with his blockbuster label Cash Money a decade ago. Then he put his gangsta image on front page, donning bandanas and tattoos nearly a decade after Suge Knight attempted the same, before a destructive blaze of glory. Today though, Birdman is focused on rapping. He appears on slews of remixes, mixtapes and releases exclusives to the streets at a pace close to his adopted son Lil Wayne.

At 38 years-old though, it’s worked. It’s highly plausible that Birdman, off of the heels of his six-month single “Pop Bottles,” is more embedded in young ears than LL Cool J, let alone most rappers in their upper twenties. Wherever controversy has found Birdman, whether in photographs, questions about street gangs or just last month in a Tennessee arrest, he’s never cowered from a question or sidestepped an answer. The president and CEO of Cash Money Records might just be what the next president of the United States refuses to be: accountable for his actions.

In an exclusive interview with HipHopDX, Birdman is true to form. His new ad-lib, “bruh” sounds like a Dog The Bounty Hunter impersonator and his conviction to his words are ripe. With his third solo album, 5 * Stunna dropping this week, many rap fans see the release as a fullback, making a clear path for Wayne’s inauguration next year. But don’t entirely confuse Birdman’s hubris for lack of heart. The multitalented mogul tells HipHopDX about his family, his formula and his views on fatherhood.

HipHopDX: You’ve proven yourself as a rapper, a philanthropist and a mogul. In your eyes, how did you earn the stars to become a 5 * Stunna?
Birdman: Shit. I think I’ve put it all the way down, homie. I’ve put my life on the line with it. I left it all on the floor, homie – from the music to the streets. I [passed] the test with that. I done took it in blood too, ya heard me?

DX: You’ve been rapping for so long. There are so many people in their mid-twenties let alone their upper-thirties who struggle to connect with the youth. You’ve got teenagers as a major part of your movement. What has allowed you to connect so well with the kids?
B: I think it’s a God-gifted swagger. Then again, I’m into the things that they want, bruh. Flashy cars, the jewelry, etc. etc. I think everybody wants to be with a winning team. I think people realize, and I think the youth – as far as the kids and the babies that love us like that, it’s kinda strange; I be seeing one and two-year-old kids hip to us like that. I guess it’s a God-gifted thing, bruh, ‘cause everybody don’t have that. We just do what we do; we don’t try to aim at the kids. We aim at nobody. We just try to feed our music. That’s the only thing I can say to that: God-gifted.

DX: We all remember that Source Awards where it was said how unfavorable it was for label CEOs to be appearing in videos and rapping alongside their artists. That was 1995. Twelve years later, whether you, Jay-Z, 50 Cent or anybody else, what do you think changed in rap music where that became in vogue?
B: Really, being a center-fold of it, ya heard me? With us, with all the names you [mentioned], everybody has their time. With me, I think it was that I watched them dudes; I studied them dudes, from Master P to Suge Knight to James Smith to Diddy to Eazy. I studied my craft, and still today, I’m a student of the game. It comes a time when I think we have to let somebody come through, bruh. There were eras when it was all about me, all about [Eazy] E, all about [Master] P. We have to know when to change and when to switch. It’s fortunate that I have my son [Lil Wayne], so I knew when to just let him go, and just get out the way and let him do him, and let him bring me back.

DX: On the album, you’ve got the song “100 Million.” As Jay-Z and 50 Cent get into Forbes and Fortune, do you want that kind of attention for Birdman?
B: That’s why we do it, homie! I do it for those things. I do it to be the best [and] get the most money. If havin’ the most money comes with that…I don’t look at none of that; I don’t care about none of that. I just care about being able to provide for my family and my friends. If that [publicity] comes with it, then it just comes with it. We don’t aim at that.

DX: I was reading Lil Wayne’s interview in XXL this morning, where he’s gotten three covers this year. In that interview, he said that he was not really concerned with sales. That’s refreshing to hear. But on your side, you’re the businessman behind Wayne. As the most popular rapper in Hip Hop, how can you ensure that the popularity translates into sales?
B: That’s our whole goal and our whole challenge with him, bruh, that we make the popularity go with the sales. We always did platinum. That’s been our thing; we’ve sold over 40-50 million records in our 10 year span. But we know that Wayne is the hog of the dogs, so we’re looking to do whatever we’ve got to do to make sure that it evens off. That takes time, we understand that too. But we’re just gonna leave it all on the floor, like I said. We never know what to expect, but we’re expecting and wishin’ for the best. I think what he meant was, he ain’t trippin’ off [sales]. Mothafuckas be fighting for it, and we know we’re gonna get our numbers; we ain’t got to trip and fight for that.

DX: I think so. In early ’08 we might see something that will really blow peoples’ minds too.
B: I believe that too. I think everybody that’s watchin’, we saw 2Pac to Jay to Biggie; it’s Wayne’s turn, so watch this era. It’s gonna be really, really exciting to see.

DX: Universal Records has really worked hard for you personally and Wayne personally. To what extent though, do you still feel like an independent label? How has that independence been challenged or changed?
B: It’s challenged every day, bro, ‘cause they don’t want us to be strong and survive. I’m just fortunate, ‘cause if they could’ve, this shit would’ve been over. The Jacksons broke up, and they was brothers, ya heard me? Believe that, homie. You know ‘bout a batch of niggas. Once they put that money together…it’s a dirty game, homie, and I could talk to you all day ‘bout that type of shit, ya heard me? It’s definitely a dirty game, and the strong gone’ survive. And if you got somethin’ that God got, ain’t no man can take that.

DX: A good example of that is what went down two weeks ago in Tennessee [click here for story]. As you see it, are the misconstrued facts of your arrest an example of them trying to take you down?
B: I think that’s all that was about. ‘Cause they know I was legally with my guns. That’s the gift and the curse of a celebrity. They used the media. I never really thought that’s how people operated. [The police] had their own media for shit like that. They sent that wire out! Bad! Like I had all these different types of guns and all this shit, ya heard me? Which…I’m always with a gun; I’m never not with a gun, but I have a permit, I know the legals of the guns. I know where your gun’s good and where your permit ain’t good, ya understand me? That’s something we should all have knowledge of too. We carry these permits, but in some areas, they’re not good – like in Manhattan. As long as you know where you’re good and ain’t good, that’s all it is; ain’t nothin’ they can do ‘bout that. I guess by me being who I am, they can put the shit everywhere, and that’s the route they took. They took that route on their own, and I’m watchin’ that shit. They sayin’ all that shit bad [sic], ‘cause I was never charged with nothin’.

DX: You jump on a lot of remixes, official and not. You’ve done this for people outside your label, unsigned, etc. To what extent is that a benefit to you?
B: That’s the route Wayne decided. If a nigga wanna fuck with us, we fuckin’ with him. Definitely. A lot of niggas, we consider family; we been knowing [them] a long time. Like [DJ] Khaled. I’ve been knowing Khaled for like 15, 20 years. [Fat Joe] and all these dudes. I consider them family. We ride for that shit. My son is my son, and the rest of these niggas I call my family. My family and internet is so big, it’s so huge right now in this business to where I can press a button and do whatever. Man, you don’t understand the power I’ve got in these streets with this shit.

DX: “Like father, like son,” is a powerful statement. Beyond all the music and celebrity, do you think that your and Wayne’s relationship has given people a tangible example of what fatherhood in the black community could or should look like?
B: Where we come from, there’s very few dad and son relationships, ya understand me? My daddy died was I was young; Wayne’s daddy died when he was young. A lot of us lost our daddies young. It’s always been “Dear Mama.” I loved it when ‘Pac did that, ‘cause my mama died when she was young. I think this era in time, I think it’s about “Dear Father.” I think that man-to-man bond is needed for a boy. Mama is gonna be mama, and we love ‘em to death. I think mamas is there for love, but what I give my son, she can’t. I think that’s what me and Wayne bring to the game. I think it’s needed. Like father, like son. I was in the mall, and a man told me “Like father, like son can be good and bad,” which is true – and I respect that. But I think when it’s good, it’s great.

DX: Just beyond you, your brother Slim and your son, you’ve got a lot family members working for Cash Money. How did the Williams family look at you differently after being able to provide so much for your extended ones?
B: It’s an everyday struggle, ‘cause the Williams family done lost so much. My sister dead, my mama dead…we done lost so much. The money ain’t gonna heal the losses, ya heard me? You live life even trying to figure out how to make it through this shit everyday. If it wasn’t for the music, a nigga would probably be crazy as a mothafucka. But right now, I look past my family that’s [gone], my heart and soul lies with my…I got my nieces, I have my godchild, which is Wayne’s child. It’s about them right now for us. To make them the next…whatever-we-gonna-have. That’s where my focus is at: my children, my godchild, my nieces and nephews. I got 10 brothers and 12 sisters, so there’s a bunch of us. When I go home, I’ve got the most beautifullest little nieces. They’re beautiful. Fifteen, 18 – I got like 20 of ‘em. Now I’m thinkin’, I’ve gotta bring ‘em in this world, whichever ones of ‘em wanna come in this world. Wayne’s little daughter is so mothafuckin’ talented; she’s so special to us, it’s unbelievable. Her and my daughter is like one – the twins. That’s where my focus is at: I’m tryin’ to see where I can fit my kids in this and what their route’s gonna be. That’s what I live for now, it’s them. The family ties never stop. That’s what I always wanted was a family. Mine’s was broken as a child, so my family was my block, my neighborhood, my brothers and these niggas. And I still have that family love, but I got these little ones, nine and 10 and 11 and 15 and they’re my whole world.

DX: We were told last week that situation with signing Tha Dogg Pound wasn’t gonna work. I wanted to hear from you, what happened? Can you expound on what didn’t line up there?
B: I think it was a misconception. We was under the knowledge that was gonna be overseas. I just talked to Kurupt and Daz; I spoke if they wanted to do it, and they were ‘bout it. ‘Cause I respect them. I respect Daz and Kurupt; I’ve known them niggas from way back in the Death Row days. I have a lot of respect for ‘em. If we can do it, I would love to do it, ‘cause I feel like I can help ‘em. I’m into building alliances. If you wanna be down, you’re down. If you’re not, fuck ya, ‘cause we ain’t waitin’ on nobody. If you ain’t rollin’ with us, you got a problem, man. I don’t give a fuck who ya is. Ya outside! You need to be inside! I got everybody down with this shit. If you ain’t, you a problem. I would love to have them. I talked to Daz this morning. We gotta clarify that. I’m gonna be [going] to New York next week, and I will sign them. I’d like to fuck with ‘em.