Awards ceremony launched for underground rappers

La Chat and company, winners at the A.U.G. Awards, recently discussed her music in Hank Johnson's J-Zarr Productions home studio in West Memphis.Brandon DahlbergSpecial to The Commercial Appeal

Big Cizer, a.k.a. 34-year-old William Hubbert, hopes that the All Unda Ground Awards Oct. 17 will unify the major players on the local underground rap scene.

La Chat and company, winners at the A.U.G. Awards, recently discussed her music in Hank Johnson's J-Zarr Productions home studio in West Memphis.Brandon DahlbergSpecial to The Commercial Appeal

"Back in the day, it was hard finding artists, because they were all grinding out on the street, selling CDs out of their car trunks. Now, it's all gone to the Internet -- you can pop onto YouTube and see a whole show," he said.

"I'm trying to throw an event that will bring 'em all together in a different atmosphere, and at the same time, bring some recognition to artists who have been working for years but haven't been recognized by the mainstream," said Cizer, a one-time Memphian who currently runs U&N Studio and a label called Cize Entertainment in Woodstock, Ga.

Cizer came up with the concept in July, and set up a MySpace page where fans could nominate and then vote for their favorite local rappers in 10 categories ranging from G.O.A.T. (Greatest of All Time) to Best Southern Crunk Team.

"It was a simple thought at first," he said. "I went on MySpace and posted polls. We went from zero friends to 1,000 in two days. The polls went nuts -- votes were just pouring in when I took them down at the end of September."

The A.U.G. trophies have yet to be handed out, but local rappers were already reaping the benefits last Tuesday night when they gathered at J-Zarr Productions, a studio run by Cizer's uncle, Hank Johnson, in West Memphis.

La Chat, who swept the H.O.G. (Hustle on the Grind) category for female rappers, and her protégés the Goon Squad sat down for an impromptu meal of chicken wings and cold beer as they swapped production tips with Street Smart Records impresario Tommy Wright III, Dulaa, Mr. Bonified, and West Memphis newcomers the Dividend Boyz.

"You can tell when I'm working hard, because it pays off," said La Chat (real name: Chastity Daniels), who last month was named Female Artist of the Year at the Tennessee Hip Hop Awards, held in Nashville. "This award is gonna look good on my mama's dresser."

Wright, who will accept the award for the Best Street Cred, has realized in recent years that the local underground has a massive international cult following.

"But the Memphis sound has changed altogether as sounds from other markets have blossomed here," he said. "We're not sticking to our roots -- the fast-paced, grimy beats and repetitive choruses that made us unique."

From his vantage point outside the scene, Cizer has taken note of who's flourishing -- and who's floundering -- in Memphis' underground.

"'Beef' is a strong word, but a lot of guys in Memphis don't collaborate," he said, "while in Atlanta, artists pool their talents so they can prosper. I want to try to bring some of that energy to Memphis."

His uncle, a 50-year old veteran of the southern R&B scene, brings another perspective to those striving to make it in the underground.

"They call me 'Old School,'" said Johnson, a sound engineer who has moonlighted at local venues like the Pitt and the Plush Club. "When I first heard hip-hop music, I gave it five years, but I was wrong. My take on the local scene is that there are some good artists, but I want to help them with their writing and their arranging. A lot of times, I don't hear music -- I hear tracks."

The A.U.G. Awards

Oct. 17 at Euphoria, 704 Madison Ave.

Doors open at 8 p.m.; show starts at 10 p.m.

Tickets are $15 for ladies, $20 for men

For more information, go to MySpace.com/AUGAwards.

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