Inspired by the daytime talk show "Maury," where paternity tests are revealed on-air, rapper Shawty Putt's comical single "Dat Baby (Don't Look Like Me)," produced by Lil Jon, has caused quite a chuck
Inspired by the daytime talk show "Maury," where paternity tests are revealed on-air, rapper Shawty Putt's comical single "Dat Baby (Don't Look Like Me)," produced by Lil Jon, has caused quite a chuckle since being released online a few weeks back.
With minimal promotion, the track from the Atlanta native's currently untitled debut album entered the Bubbling Under R&B/Hip-Hop Singles chart nine weeks ago at No. 24. It is currently No. 5 on the tally as well as No. 34 on the Rap Airplay chart.
The accompanying video has already garnered more than 1 million views on YouTube and has gotten close to 75,000 plays on Shawty Putt's MySpace page. Now, Razor & Tie and Lil Jon's BME Recordings label have jumped aboard the formerly DIY project and are planning to release Shawty Putt's album late this year.
"We were interested in possibly going back and dealing with a smaller company for the project, because we knew we had specific ideas on how we wanted to work the album and single," BME co-owner Vince Phillips says about the decision to team with Razor & Tie, which has turned "Kidz Bop" into a multiplatinum franchise in recent years. "You can be more nimble when working with a small label. Plus, they had a very good reputation for success."
Razor & Tie will be involved with the project creatively and with online, digital and mobile marketing, as well as an upcoming promotional tour. "Dat Baby" will hit all digital providers July 1; it will impact urban radio July 8 and crossover stations a week later.
BME previously released a "very hilarious online video," a key driver behind the track's early popularity. "Jon picked it because it is catchy and funny and because rap's been getting a bad rap lately," Phillips says. "He felt music could use a bit of humor right now."
And while this is a one-album, one-artist deal, Hoffman anticipates Razor & Tie and BME will collaborate on future projects as well.
"It's rare and special when you have the chance to come into a project that has gotten tremendous momentum, building visibility and all the winning elements that are present with this one," Razor & Tie executive VP of legal affairs Dan Hoffman says. "So, our goal is going to be to work with Jon and the BME crew to bring this home to the success that we know it can achieve."