Rapper Ludacris will draw from 15 years of hits at NDMF

Atlanta rapper Ludacris may have carved a nice spot for himself in the acting world, playing Tej Parker every few years in the “The Fast and the Furious” film series.

But, he says, he will never stop focusing on his first love – music.

“I don’t think I would put anything in front of my music career,” the rapper, born Christopher Bridges in Champagne, Ill. said during a phone interview from his home in Atlanta. “Music is still my No. 1 love. But when I’m acting, I like to give it full focus, so I’m not mixing the two crafts together. I give them their own separate time and respect the level of work that has to be put into both of them.”

Ludacris’ family first moved from Illinois to the South when the would-be rapper was in high school during the late-1980s and early-1990s, a time when hip-hop was largely dominated by East Coast’s more lyrical, jazzy and dark approach and the West Coast’s funk-driven, gangsta rap.

During this time, southern hip-hop was the stepchild of the rap world – relegated to the bass-heavy club music made popular by 2 Live Crew, novelty party anthems such as Tag Team’s “Whoomp! (There It Is)” and given a noticeable lack of respect from the bicoastal rap elite.

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That is, until rappers like Atlanta’s Outkast and its Organized Noize production team began cooking up southern-fried hip-hop that demanded respect. Then, Virginia super-producer Timbaland and his right-hand woman Missy Elliot came along, with his futuristic beats and her pop sensibility. Other producers and rappers, such as fellow-Virginians The Neptunes, followed, Cash Money Records and its breakout star Juvenile opened the doors for New Orleans’ own Southern style, and then came Atlanta’s new brand of rowdy club music – crunk.

Enter Ludacris.

“I always said that Atlanta is like the Motown of the south,” Ludacris said. “In terms of the amount of producers and talent that is here, and the amount of opportunities to catapult that talent to a whole other level, I think Atlanta and the south are thriving. I would attribute that to, not only the talent found here, but to the raw, gritty, bass-heavy hooks and everything we do here in the south. We came with a lot of new ideas.”

Ludacris was working as a radio DJ at the time he released his independent debut “Incognegro,” which contained the club anthem “What’s Your Fantasy,” in 1999. The success of that single led to his major label debut, “Back for the First Time,” which repackaged much of the songs from his indie debut and added his breakout Neptunes-produced hit “Southern Hospitality.”

Ludacris’ mix of lyrical wit, personality and ear for club-ready production, put him at the forefront of the south’s new wave in the early-2000s. The region hasn’t given up its dominance in the hip-hop world since.

Now, on his ninth album, “Ludaversal,” Ludacris said he wanted to give fans a little more of himself than they are normally used to on his hits, such as “Stand Up,” “Area Codes” or “How Low.”

“I felt like I’ve accomplished so much with my past albums,” Ludacris said. “I’ve won a Grammy, I’ve sold over three million records on one album, I did different subject matter, creative albums. So every album, you kind of set out to do something different, and on this one that’s what I decided to do.”

Ludacris said that in the end, the decision to put himself out there through his music was fulfilling in more ways than one.

“I wanted to put together what I felt was a solid album, that critics and fans alike would ultimately love and be able to play from start to ending,” Ludacris said. “I think I’ve had a couple of albums that have done that, but I think this was the one that got the most critical acclaim.”

Prior to this album, Ludacris hadn’t released a project since 2010’s “Battle of the Sexes.” During that time, he appeared in three more “The Fast and the Furious” installments, as well as other film and TV roles.

He said at this stage in his career, he doesn’t feel the need to put out an album every year like he did in the beginning of his career when he released five albums from 2000 to 2006.

“At this point, I think I’ve afforded myself the opportunity to wait a while (between albums),” Ludacris said. “I probably won’t wait four years anymore, but I don’t feel the pressure to put out an album every year. I just want to take my time and give the people good music.”

And while he can’t confirm whether there will be a “Fast 8” yet, Ludacris said he has heard rumblings – something fans of the action-packed, car-chase thrill ride will be happy to hear.

For now, his focus is on the music.

It’s been a number of years since Ludacris has performed for El Paso fans, he said, and he’s excited to be returning at this point in his career for the Neon Desert Music Festival.

“I’m going to take (fans) through each and every album, and the highlights of every single one,” Ludacris said. “They are going to have a good 15 years’ worth of material, whether they grew up on it or they are just fans of it. It’s going to be the versatile, all-over-the-place hits of Ludacris and energy.”

Dave Acosta may be reached at 546-6138; dacosta@elpasotimes.com; @AcostaDavidA on Twitter.

Make plans

What: Neon Desert Music Festival, featuring headliners Tiësto, Deftones, Future, Daddy Yankee, Carnage and more than 30 other national and local acts.

When: May 28-29.

Where: In Downtown El Paso, encompassing Cleveland Square Park, San Jacinto Plaza, Main, Mesa and Oregon Streets, and San Antonio Avenue.

Tickets: $79 single-day general admission, $119 two-day general admission, $250 VIP pass; available online at ticketfly.com.

Information: neondesertmusicfestival.com.