Doin’ this Joc-apella

By C. Daniel

Photo by Diwang Valdez

Yung Joc campaigning at the recent Atlanta launch of "Madden NFL 10"

Fresh from the wrath of Diddy’s and Russell “Block” Spencer’s opportunist ventures, Yung Joc is free and continuing to come down wit somethin.’

The Grammy-nominated, College Park, GA native is releasing his third album, Grind Flu, via his own imprint, Swagg Team Entertainment.  Not one to remain content with the entrepreneurial constraints of his former mentors/label heads, Joc enlists the support of fashion franchise DTLR; NUVO Sparkling Liqueur; Silver Dagger Clothing; Chevrolet and Whynatte Latte to make his third album happen. Formerly titled Mr. Robinson’s Neighborhood, Grind Flu is available at no charge to fans exclusively for download today (Aug. 11, 2009) on the record label’s website, www.swaggteament.com.

On the eve of the album’s release, Joc treats Atlanta media and industry tastemakers to a private listening session at Utopia Cajun and Tapas Lounge. He even allows guests to leave with advanced copies of the album

Though it’s been a two-year hiatus for the triple threat (artist; label owner and entrepreneur), the former Block Entertainment/Bad Boy South artist’s latest helping of trunk-rattling bangers and coy punchlines brings a more street savvy Joc counter to the radio-friendly nature of his previous albums, New Joc City (2006) and Hustlenomics (2007). “Birds,” a bass-dropping Drumma Boy heater, features Gucci Mane (who appears on two other cuts) and OJ da Juiceman’s signature flow and Nikki Minaj on the hook. “Universal Language,” features a mash-up of Shawty Lo’s slow flow with guns cocking. The title track, including Joc’s sneezing ad-libs and haunted organ riff, has a cameo from Montana da Mac (who also appears later on the bangin’ “Check”). “500 Horses,” with its blaring horns; revving engines and crashing 808s, is Joc and Yung Ralph’s boomin’ majestic ode to ridin’ clean. He even resurrects former No Limit femme fatale Mia X over the sinister crunk of “So.”

Grind Flu does have its share of vintage Joc.  Not quite the same flare as “It’s Goin’ Down,” “Drinks Up,” courtesy of Nitti, is a heartbeat-like club-ready single full of whistling flutes marked with Bobby V.’s croons and Gucci Mane’s spasm-like flows.  Joc can be quite the ladies’ man on record, too; the orgasmic “Don’t Be Scared,” marked by overlapping wheezing synth riffs, is one of the album’s more erotic moments along with “Wham,” also featuring vocalist Slim. Chris Brown and Pleasure P. even show up on “Choose Me.” He gets reflective on “My Niggas;” loops his catch phrases on “Posted at the Store” and even screws it up on “No Counterfeit” (also featuring his younger brother, Tuck).

Grind Flu is a bold move for Joc: makin’ music that he just wants to put out. Clearly with the recent multi-million downloads of GS Boyz’s “Stanky Leg” and web buzz of HotStylz’s “Lookin’ Boy” (not to mention Joc’s ranking in Forbes’ “Richest Rappers List”), Joc is clearly runnin’ a fever for gettin’ hip hop onto some unlikely moves he’s makin’. It may be all for the best that Joc is takin’ his former party-friendly sound in a new direction.

 For Grind Flu, download it at www.swaggteament.com. Also follow Yung Joc at www.twitter.com/iamyungjoc.

 A special thanks 2 Tahira @ Branded PR 4 Ur invitation as well as the support…thanks a million!