Since exploding onto the national hip-hop scene in 2007, Soulja Boy has faded gradually from public attention. Back in ’07, his digital release “Crank That (Soulja Boy)” reached No. 1 on the Billboard charts and led to the artist’s debut studio album, “Souljaboytellem.com,” going platinum. He was an overnight superstar and a multi-millionaire by age 18, but in the years since he’s been unable to replicate his initial success.
That’s not to say Soulja Boy hasn’t been busy though. He’s actually been something of a pioneer in pushing independent production for musicians and seems to be releasing a new personal mixtape or single, independent of his studio albums, just about every month. He’s also had a few more popular singles from his follow-up studio albums, with the biggest of them being 2008’s “Kiss Me Thru The Phone.”
But nothing since ’07 has come close to “Crank That (Soulja Boy),” which was one of those rare singles that played so often you started hearing it in your sleep. Without looking into it, you might assume the rapper simply took his earnings and fame, peddled it into some brief follow-up success, and faded away happily. But the truth is that Soulja Boy is busier than ever, with an upcoming studio album and, as is increasingly popular with successful young rappers, a few entrepreneurial pursuits outside the industry.
The album is to be titled “Blessed,” and according to Rap Direct it was initially slated for a late-July release this year. Word on the album has slowed down though, and with no release having occurred yet, attention turned toward “King Soulja 4,” the latest in a series of digital releases by the rapper. Hot New Hip Hop’s write-up called the release further proof that Soulja Boy is one of the “most prolific” rappers in the business. While that’s a debatable statement, it’s a good reminder of just how busy Soulja Boy stays even when he’s not topping the charts and dominating radio play. The guy has produced a pretty incredible amount of music given that he’s only 25 years old and almost definitely beyond his prime as a popular artist.
And somehow or other he’s managed to fit in a few major business ventures as well. Under his real name, DeAndre Cortez Way, the rapper has dabbled in both acting and production, and he now owns his own record label as well. He has been involved in multiple fashion lines and is even a co-creator of Ocean Gang Clothing. But most recently, he got involved in a bizarre but evidently very serious attempt to resurrect the nation’s fascination with high-stakes poker (which peaked earlier this century when ESPN was airing the World Series of Poker to massive audiences).
According to a recent article at Cards Chat, Soulja Boy helped form a company called World Poker Fund Holdings earlier this year, with an eye toward using “a range of online, live and TV initiatives” to “reinvigorate the general public’s interest in poker.” The company has already made strides in generating some renewed interest in the popular card game by way of reality shows. Its real goal, though, appears to be becoming one of the driving forces behind the seemingly inevitable explosion of online poker across the U.S.
Online poker has been wildly popular all across the world ever since InterCasino first pioneered online casino gaming in 1996. The site’s smooth delivery of real money gaming methods to the online community essentially helped to spawn an entire new industry, and one that experienced success in the U.S. before ultimately being outlawed. As of today, only three states allow legal online gambling, but as mentioned by Cards Chat, there are various initiatives and pieces of legislation in place meant to legalize online poker once more. Soulja Boy and the other folks at World Poker Fund Holdings are hoping to capitalize, specifically by way of partnering with Native American tribes in California, who are heavily involved in legalization efforts.
Essentially, Soulja Boy is poised to burst out of the gate the moment online gaming is legalized in California and the rest of the U.S., and most believe that this is a “when,” as opposed to “if” situation.
Despite his relative disappearance from the Billboard charts, Soulja Boy’s work outside of the industry, coupled with his incessant release of independently produced tracks, make him yet another example of the innovation and entrepreneurial know-how we seem to keep seeing from young rappers. Just don’t forget that he always has fresh music coming out as well. While the digital mixtapes aren’t for everyone, the hope is that “Blessed,” when it does get released, will be up to the standard the artist set earlier in his career.
