Atlanta is in an interesting space right now. With the mayoral race up for grabs, the unemployment rate more than 10 percent and the elimination of the city's housing projects, it's fair to say the proverbial pendulum is swinging in a new direction. Insiders are quickly becoming outsiders. Outsiders have moved inside. And somewhere in the middle of the mayhem sits Bobby Creekwater.
Although he has yet to release an official solo album, the Atlanta native isn't a newcomer by any means. In the early aughts, he signed to Loud Records as one half of the group Jatis.
"The label didn't really know what to do with a Southern rap group at the time," Creek recalls. Eventually, he signed with Eminem's Shady Records/Interscope in 2005, though his solo album would never see the light of day. After the industry took a nosedive, the label needed its cash cows (namely Em and 50 Cent) to drop more records. Creek's album was inevitably pushed to the side. After a brief stint in New York, he returned to Atlanta and amicably split from the label a few months ago.
"I was driving in my car and it was just like a light bulb went off," says the 27 year-old rapper who released his latest venture on his own BGOV Inc. imprint. "I know everything that's happened has brought me to this point. That's why I decided to call my new mixtape The Day It All Made $ense."
Since the September release, he's been working to reintroduce himself to a city that, at times, seems to have lost its way, too. In the process, he's aligned himself with virtually every mini-hip-hop movement birthed within the city. Though his skill set arguably exceeds the bulk of the MCs he's shared stages with lately, he's learned to adjust to a new industry standard without compromising his own. It's a concept he clarifies with brilliance on his standout track, "Spotlight," featuring Stat Quo.
"The main message that I'm trying to get across with my music is that it's OK to be yourself," he says. "Atlanta is my back yard, so of course it's important for me [to win the respect] of my city." Atlanta's new direction may be up in the air, but if its native son has anything to say about it, change will be a good thing.