Shit Hot: B.o.B

26 April 2010

by Nathan Jolly

B.o.B always felt like an outcast. Growing up east of Atlanta, Georgia in Decatur, he attended both affluent schools in the area and the rougher Columbia High School, neither of which he belonged to. Of course, as with most kids who feel they don’t fit in, B.o.B (Bobby Ray Simmons) turned inward, creating his own world around music.  

“Rap wasn’t my first exposure to music, but it definitely had the first impact on me”, the now 21-year-old explains. “I was watching DMX, 2Pac, Biggie and then Eminem. Growing up, you see them breaking rules and you want to do that. That’s what made me turn from a fan to duplicate it and try and make my own.” 
  
Still maladjusted and failing school, family friend and show promoter Brian “B-Rich” Richardson stepped in with the type of offer that would kick start a cheesy Disney movie; improve his grades, and he would be allow to record at Richardson’s home studio.

At just 17, Simmons caught the ears of producers and label bosses with a string of mix tapes. It landed him some unusual press, such as being featured on a Times Square billboard for L-R-G’s Spring 2008 campaign. Since an early age, he realised the importance of keeping creative control, especially in the hip hop world where artists often eschew it for quick fame. 

“It’s seriously important,” he explains. “Granted you have a group of people called the record label and they have their vision, but people are people. If you don’t do something, nobody else is going to do it. Whether you are signed or unsigned you are going to have to take the lead. If you don’t, your career will be completely out of your control. Either stuff will happen that you don’t want to happen or nothing will happen. So you have to be very pro-active if you want to make sure stuff gets done.” 

Stuff is certainly getting done.

A departure from the more experimental sound of his mixtape, Nothin’ On You has become an international smash, putting B.o.B firmly on the world stage, much to his surprise. But he is quick to assure fans that this song is not indicative of a great shift on his debut album, which includes cameos from Eminem, Lupe Fiasco, Paramore’s Hayley Williams and Weezer’s River Cuomo.

“If one of your friends is like, ‘Ah man, I just heard this Nothin’ On You’, you will be like, ‘Oh no, that’s just the surface. Let me educate you on the mixtapes.’ I feel like because of the fact that a lot of people have heard the mixtapes, they will tell the new fans, ‘Man, I been on B.o.B, y’all late.’” 

This mix of styles will become clear when the follow up single, Airplanes featuring the gorgeous Hayley Williams of Paramore fame is released. It will be a hit, and this outcast will be a star. 

Once the album hit stores, people will have doubt just how talented B.o.B is.

For more information visit: bobatl.com