“I bumped into Big over in London and he just asked what was up with ‘Deliverance,’” Bubba recounts. “He said, ‘Man, they dropped the ball on your project! What happened?’ So we kinda got into everything and he started telling me what he had going on with the Purple Ribbon situation.”
Joining Big Boi on his new label was something of a dream for Bubba Sparxxx, who grew up poor in the rural south and saw no way out of a dead-end life until he turned to hip-hop. He credits Big Boi and OutKast as one of the reasons he started rapping. So, joining Purple Ribbon is akin to a homecoming. Bubba says, “I’m just thankful that somebody I grew up idolizing has got that kind of faith in me.”
Big Boi certainly has shown faith – he inked the deal for Bubba Sparxxx to join the family himself and even lends his production to the album. With production by Organized Noise (the producers responsible for much of OutKast’s signature sound), Timbaland (Bubba’s partner in crime for the first two innovative albums), Mr. DJ, Basement Beats, the Heatmakers and Big Boi, The Charm is Bubba’s most ambitious outing to date.
“I’m ready to get out there and work. I feel like I can win on a big level,” Bubba says about the album. And by blending the funky commercial sound of Dark Days, Bright Nights with the occasional deep introspection that made Deliverance a critical success, and adding in a team poised to fully promote this important release, The Charm is destined to be the hit Bubba has always envisioned.
For the funky side of The Charm one need look no further than the Timbaland-produced “HEY,” an amped-up tune built around a sparse marching band beat complete with horns and chants to punctuate the spirited rhythm. On the song, Bubba takes stock in his life and celebrates the blessings that life has bestowed upon him.
Another surefire hit is “Ms New Booty,” featuring the Ying Yang Twins. The up-tempo, bass heavy, club-friendly track produced by Mr. Collipark (“Wait (The Whisper Song)”) is a certified strip club anthem that will be the favorite joint of all new booty dancers throughout the nation.
Bubba also delivers his more introspective, impressively lyrical side on “As the Rim Spin” and “The Other Side (ft. Petey Pablo),” where Bubba contemplates how far he has come and lets all haters know that it doesn’t matter whether they’re with him or against him, because he’s beyond their reach.
With hit songs, impressive lyrical content, a new understanding of the business, and the excitement of a new label behind him, three might just be Bubba Sparxxx’s lucky number. It might just be The Charm.
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