Since Warren G's "Regulate…G Funk Era" gave Def Jam/Rush Associated Labels a much needed hit in 1994, arriving just as reports of the label's insolvency surfaced, the New York-based powerhouse has largely steered clear of West Coast rap, hewing almost exclusively to East Coast and Southern artists like Jay-Z, Ghostface Killah and Method Man, as well as Young Jeezy. But as the legendary imprint prepares to celebrate its 25th anniversary, the label has returned to the Southland, inking a deal with Compton's Y.G., a rapper loosely affiliated with the jerkin' movement, and one who has amassed an impressive regional following sans radio or commercial backing.
Best known for a series of scabrous sex-themed songs with unprintable titles, the 19-year-old has swapped gang life for the recording booth and hasn't looked back, racking up enviable MySpace metrics: over 1.5 million profile views, a pair of songs with over 1 million plays each and a third approaching seven digits.