With Tha Eastsidaz’s self-titled debut album climbing the Billboard R & B; charts, it seems the Long Beach sound is back.
The rapper proteges of Snoop Doggy Dogg the crown prince of Long Beach are among a slew of musicians from the city who have released tracks in the past year.
“There’s been a resurgence in the community,” said Eddie Singleton, director of artists and repertoire for the urban music division of Warner Bros. “From ’92 to ’95 it was pumping, then there was a slowdown and now in 2000, it’s on the upswing.”
Among the hottest hometown acts are Nu Flavor, a Latino pop quartet that grabbed critical attention with its sophomore album, “It’s On;” Warren G., whose “I Want It All” album hit gold with 500,000 copies sold last year; and the Long Beach Dub Allstars, a group comprised of former members of Sublime, another Long Beach product.
Traditionally, when it comes to music, Long Beach has lived in the shadow of Los Angeles. But in recent years a number of acts have emerged from places like Cal State Long Beach and the urban streets of the city’s eastside, where a rich mix of ethnic groups has produced some interesting music.
“There’s a real neighborhood vibe unlike elsewhere,” said Cindy Hartman, coordinator of A & R; for Atlantic Records. “You’ve got blue-collar workers and the ports, and also you have the college element. It’s a smaller community where people network through bands quicker.”
Many local groups rely on a grassroots approach to marketing and promotions, such as the artists of the Bong Leach Collective. Started by Long Beach band Speaker, the group consists of signed and unsigned bands, such as Shave and Bird, that periodically play in a renovated warehouse downtown.
“We’ve had 800 people show up, and it’s all about hanging out, and sharing the music experience and giving everybody a chance to play their music,” said Nick Koskoff, manager for Speaker.
Some budding stars have been helped by support in the community.
For instance, Warren G. and Snoop Doggy Dogg got a break as teen-agers when, along with Nate Dogg, they formed a rap group called 213 after the area code. Eventually, the VIP Records store let the trio practice and record in a back room.
“This is where they all hung out. It was a good alternative to doing things they shouldn’t be doing,” said owner Kelvin Anderson.
Snoop Doggy Dogg got his big break when Warren G. passed along a demo tape to his stepbrother, N.W.A.’s Dr. Dre.
Among the most popular nightspots is the Lava Lounge, which charges a $5 to $10 cover, continues to attract 300 people a night and is in the midst of an expansion.
“I really think there’s a demand for quality clubs here, which can in turn attract the level of bands to make record producers take notice,” said operator Mark Dipiazza.
