The Making of T.I.'s "Trap Muzik"

"24's"

Producer: DJ Toomp
T.I.: “After I’m Serious my people were telling me I had to dumb it down. After my songs got a lot of local acclaim but no commercial success, everybody felt like most of the records were too wordy for the sound of the time. You have to have a balance between songwriting and lyricism. There has to be a duality in order for it to work properly. So, I told them, ‘Aight, cool. Money, hoes, cars, clothes/That’s how all my niggas roll.’ After that, I just gave it a little melody, shot a video, and put a bunch of rims on the car and the truck. When I perform, that’s still one of the records that everybody goes nuts to.”

DJ Toomp: “Once he started saying the hook, I started playing the track over and over again. I knew what it was. Before you know it, we had a hit record. That song is what really got us the deal at Atlantic.

 

When we did the deal with Atlantic, '24s' was already in the market. We signed the paperwork, the following week we shot the video for '24s.' For Atlantic, it was like you guys need to catch up to the demand. We didn’t have no A&R process. It was none of that from Atlantic. - Jason Geter

 

“That album was like somebody advertising a new product. Like somebody stamping my work. I had my sound, but it just took that right artist to get on it and for the right records to be written to it. I come from the Miami Bass movement, all the booty shake music, but I still included the 808 drums and a slower style of music. I was trying to get on OutKast and Goodie Mob but they already had their signature sound with Organized Noize. The stuff that I was bringing didn’t fit with where they were going.

“I knew I had to find that right model, that right person. I knew once Tip got on there, people were going to acknowledge what I was doing as a producer. Then, boom, I started getting more work from there. My catalog built and I started making relationships with different publishers.”

Jason Geter: “I remember going to Savannah, GA and doing a show. The radio program director came to the show and said, 'This is a good-sized club that this promoter booked and there are people outside that can’t even fit into this club right now.’ He said, 'Whatever record you guys have, send it to me, I’m playing it.'

“We had just made '24s' so I sent that record to this guy as well as a ton of other program directors. It started getting spins in our markets. The record started being successful at radio and then the bidding war started. Which led to us doing our deal with Atlantic.

“When we did the deal with Atlantic, '24s' was already in the market. We signed the paperwork, the following week we shot the video for '24s.' For Atlantic, it was like you guys need to catch up to the demand. We didn’t have no A&R process. It was none of that from Atlantic.”

Tags: the-making-of, ti
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