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LPLD

Sound description

Hip-hop.

RIYL

Hip-hop

Influences

Hip-hop
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Latino rapper Raul "Blaze" Cervantes performs with Puerto-Rican rapper "Numbiz" (Carlsbad resident Carlos Rodriguez) as LPLD (Lost Product Latin Division). Blaze raps in Spanish and English. In 2003, he won $1000 in a Z-90-sponsored MC battle.

Rodriguez -- in addition to performing in LPLD -- sells his hip-hop lyrics and beats to other producers for between $1000 and $15,000. The only negative aspect to this gig is that he has to relinquish publishing rights; Rodriguez is not listed as a songwriter and earns no royalties.

"If you are a Latin artist, people are afraid to invest in you," says Rodriguez. "Fat Joe [from Puerto Rico] and [Cuban] Pit Bull are the only two artists who have videos on BET [Black Entertainment Television]. Chingo Bling from Texas is the only Latin artist of Mexican descent who is breaking right now." He notes that San Diego's Lil' Rob has earned some national attention.

"If I was African [American] or even Anglo," says Rodriguez, "people would look at me as if I was worth a lot more. People think that because I'm not aggressive, I'm not worth the same amount as someone doing the exact same job....

"A couple of labels are interested [in signing me as a solo artist], but I almost feel disrespected because there are other people who get double the amount."

Rodriguez says even though major labels still sign "gangsta" rappers, that type of hip-hop doesn't always yield a return on the labels' investment.

"I talked to one record [exec] and he dropped $1.2 million on this one artist. There is no way they will be able to recoup that. If they gave me a small budget of $50,000 or $100,000, I could double it.... The reality is that people don't want to hear that anymore; people like Fergie are selling more hip-hop records than hip-hop artists."

Rodriguez, a business major, started his last year at Cal State San Marcos in fall 2007.

-- "Blurt," 7-5-07

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4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
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