Da Shop Boyz

It all happened so quickly. Or so it seemed. One day Sheed, Meany and Fat were grease monkeys at a makeshift garage in their Bowen Homes neighborhood, the next they were swiftly-rising hip-hop stars, headlining shows across the country, and earning a Grammy nomination. Though the success appeared to transpire overnight, Shop Boyz’ rise to fame took many years and continues to progress even still.

Cousins Demetrius “Meany” Hardin and Richard “Fat” Stephens grew up with best friend Rasheed “Sheed” Hightower in the notorious Bankhead area of Atlanta, the stomping ground of some of the city’s most successful hip-hop artists (T.I. and D4L, among them). They worked on cars, hustled, did whatever they could to make ends meet and when their work was done for the day, they turned to their true passion: making music.

Their distinctive, groundbreaking style didn’t go unnoticed. It wasn’t long before a local producer named Richard “Fire” Harris offered to make beats for the group — free of charge. Fresh on his heels was an ear-to-the-street businessman named Brian “Bingo” Ward, CEO of ONDECK Records, who took the guys under his wing and put them in his studio where they recorded a bevy of songs, among them the renowned single “Party Like A Rockstar.”

Within four months of its release, “Party Like A Rockstar” set off a frenzy of radio and club activity throughout the southeast and spread like wildfire across the country. “We were totally caught off guard,” says Bingo, “the song spread so far so fast we had to catch up to it. We did ‘Party Like A Rockstar’ just for our neighborhood club, and it took us all over the world.”

The group’s first hit single secured them numerous accolades including a Grammy Nomination for Best Song By A Group, two ASCAP Awards for Most Played Song of 2007 and Best Selling Ringtone of 2007, a BET Hip Hop Award for Best Track of the Year, and a Vibe Award for Best Performance By A Group. By the time their debut album Rock Star Mentality was released via ONDECK Records/Universal Music Group, the Shop Boyz had already inspired an entirely new urban lifestyle and sub-genre of music called “hood rock.” It was a movement that solidified the group as innovative trendsetters.

“That song made a lot of careers,” says Fat, “not only for the Shop Boyz but other rappers too. It changed the whole way of urban living. Other rappers would take the chorus out of that song and do them. It was really a compliment.”

“Our sound is different,” Sheed explains, “because we would listen to what everybody else was doing and we thrived on not doing what everybody else was doing.” Like their Bankhead brethren, Shop Boyz project a sound and image that appeal to their street comrades but, at the same time, they shun over-the-top vulgarity and shy away from glorifying street life and the trials that accompany it. “We really don’t talk about drugs and stuff,” Sheed says. “We come from Bowen Homes projects so we don’t got nothing to prove. We was trying to survive and make it so we make fun music. We wanted to create our own lane, not follow somebody else’s path.”

Creating their own lane is a creed Shop Boyz live by, and following their past triumphs, the group has embraced the experiences, both good and bad, and continue to grow as artists and businessmen. “This business ain’t what I thought it was,” Sheed admits, “I thought you just go do shows, go on t.v., meet the girls and get some money. I ain’t have no idea how many shows we would have to do. It was a whole new world for us – getting up early, doing promotional shows, radio stations. But now we’re prepared ‘cause we know what’s coming. And there’s three of us, plus our C.E.O., so we lean on each other a lot.”

Now that the “Rockstar” phenomenon has died down, and Shop Boyz have had a chance to reflect and perfect their formula for success, things have come full circle for Meany, Sheed, and Fat.

“The Shop Boyz got a lot of loyal fans that we gotta supply,” offers Fat. “They want a new song every two weeks.” Giving the people what they want is a must, and based on popular demand the group is back in the studio crafting their sophomore effort entitled Imma Ball, an album that Meany promises to be bigger and more extreme than Rockstar Mentality.

Off to a good start, Shop Boyz tested their first single “Up Thruu Dere” in the clubs of Atlanta and instantly the contagious hook and high-energy instrumental were a hit. “We gave it to DJ T-Rock and he started pushing it,” says Sheed. “T-Rock is the foundation DJ – like the concrete. He’s been behind us since before we even realized we was good.” T-Rock, a popular Bankhead resident DJ, was one of the first record-breakers to launch the “Party Like A Rockstar” track, so it only made sense to bring him their new music first.

Though “Up Thruu Dere” wasn’t necessarily intended to be marketed as a single, the level of feedback was astounding and the song is quickly becoming one of the most requested club records. And to add fuel to the fire, the trio released a second selection from the album called “Imma Ball” which is also stirring up the streets and radio. “We learned to stay buzzing in the clubs,” Meany says, “The same things we did the first time around, we have to do those things again. It’s basically like starting over with the ground work.” And if history is any indication of the future, the Shop Boyz are on their way to topping the charts once again.

“We’re trying to be like the new Three 6 Mafia or the down-south, modern-day Run D.M.C.,” says Sheed. Being a long-standing, respected group while still making music true to their edgy, futuristic style is a goal the collective strives for everyday. “Every song we have, we ride on the stage and represent,” Sheed says proudly. “We let people know how we feel and that we made it. Then they get the same feeling after they hear our music.”

In preparation for the up-coming project, ONDECK’s CEO is concentrating on securing retail distribution as well as cornering the ringtone and digital sales market. Imma Ball will feature in-house production from Fay and Fire, who both consistently deliver the pioneering sound Shop Boyz fans have grown to love.