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Cover Story: The state of Flo Rida
Rap's "Low" man talks about his rise in Miami, hustling during Memorial Day Weekend and, of course, Apple Bottom jeans.
By Joanie Cox
May 20, 2008
With "Low," Flo Rida has the best-selling digital single of all time. Even though the song was released six months ago, it's still getting incessant radio play on 99 Jamz (WEDR-FM, 99.1) and Power 96 (WPOW-FM, 96.5).
But five years ago, Flo Rida was pedaling his mix tapes in the streets of Broward and Miami-Dade counties. "Some of the clubs that are playing my song now turned us away at the door," says the rapper, whose real name is Tramar Dillard. "And every Memorial Day Weekend, I'd be out on Washington Avenue or Collins promoting my album. Now, those people that gave it away are trying to collect it."
With more than 214,000 copies of Mail On Sunday sold, Flo Rida doesn't have to worry about getting his name out on the streets anymore. "I never expected it to blow up like this," the 28-year-old admits. "I've been doing this since I'm 14. But I've been able to stay motivated and have patience."
Flo Rida formed his first group, The Groundhoggz, when he was a freshman in high school. Born in Opa-locka, he grew up with his seven sisters in Carol City near fellow hip-hop star Rick Ross.
"He basically co-signed my situation. I can remember him telling me early on, 'Keep doing what you're doing man. I'll most definitely help you get on.'" Flo Rida recalls. "I always looked up to him and admired how he was poppin' locally. He definitely kept his word."
After a stint touring with 2 Live Crew's Fresh Kid Ice in 2001, Flo Rida took a Greyhound bus from Miami to Los Angeles to record with former Jodeci member DeVante Swing, but nothing came of the session. In 2006, Ross' manager, Poe Boy Entertainment owner Eldrin "E-Class" Prince, urged Flo to return to Miami. "I finally got my deal with Atlantic Records," he says. "It's a dream come true. I just look at all the days I spent not being signed as an artist and I definitely don't take it for granted. I try to work harder each and every day because I know someone could easily take the position."
Flo Rida has been touring the United States promoting his CD and will play Tokyo next week. The list of artists who collaborated on the album reads like a fantasy hip-hop compilation, including luminaries such as Timbaland, Will.i.am and Sean Kingston.
"Being from Florida, T-Pain wasn't too hard to get a hold of and Timbaland has a place in Miami. Lil' Wayne and Birdman are also down there," Flo Rida explains. "With a lot of these cats, it's almost like a family-oriented situation because somewhere or another they're down with either Rick Ross or Brisco. And me coming in, they automatically show love. Being fans of each other's music makes it easier to work together."
Even though his success doesn't surprise him, the fashion trend "Low" inspired does. "It's 80 degrees down in Florida, but you'll still catch the women stylin' in their Apple Bottom jeans and fur boots," Flo Rida says with a laugh. "Me and T-Pain thought it was clever to put it in a song."
Now at his shows, boots and jeans from Nelly's Apple Bottoms clothing line have become a uniform. "At the clubs, the bartenders will jump over the counter to show me they have 'em on," Flo Rida avers.
With his album debuting at No. 3 on the U.S. Billboard 200 chart this past March, Flo Rida can finally afford to splurge. He now owns houses in Weston and Miami Beach and is sporting some new wheels — a black, 2008 Cadillac Escalade. "People ask me how my life has changed since 'Low' came out," Flo Rida says. "Definitely the notoriety is there and financial stability. I can help my family out. It's just a blessing to not have to worry about the bills and things like that."
Taking into account his own success, Flo Rida feels the Miami scene is stronger than ever. "Right now, you have Rick Ross, Brisco, DJ Khaled, Pitbull, Sean Kingston, Trick Daddy and Trina," he points out. "Miami is a place where hip-hop is very involved and we're just taking full advantage of it. … We're being more competitive as artists and showing love to the next up-and-coming person trying to get into this music."
And Memorial Day Weekend was always Flo Rida's favorite time of year in Miami to market himself and his music. "You get to run into different rappers from all over and meet people and there's always a great party," he says. "A lot of times, I would try to get my music played in the clubs to see the reaction from people out of town."
While I Da Ho would've made a fine rap name, Flo Rida says he's proud to have adopted a moniker that pays tribute to the Sunshine State. "I love the weather, that I was born here and the Caribbean food," Flo Rida adds. "But my favorite part of where I'm from is definitely the sexy ladies."
Contact Joanie Cox at jcox@citylinkmagazine.com.
Liner notes
1. Flo Rida likes hanging out at Cameo, Opium, Karu and Y and Wet Willies. He also still chills in Carol City.
2. He hopes to eventually work with André 3000 and Gnarls Barkley.
3. He is working on a new CD that will be released in December.
4. Web site: OFFICIALFLO.COM
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