Rap Is Not Pop: A Primer on ATL Swag Rap

Lil Jon: "Get Low"
Crunk is a separate subgenre, but it deserves mention here. Lil Jon was one of the first to blend the grimy "trap" vibe of Atlanta's hoods with Southern bounce in a way that didn't sound disposable. An excellent producer and memorable emcee, he was part of the first wave of Dirty South bounce artists (alongside New Orleans' Cash Money Millionaires, of course) to earn respect from discerning hip-hop fans. Also see Lil Jon's "I Don't Give a F*ck," Lil Scrappy's "Head Bussa," Ying Yang Twins' "Salt Shaker" and too many other songs to mention here.

Dem Franchize Boyz: "White Tee"
With its focus on day-to-day trappin' and after-hours clubbin' at the Poole Palace (a nightclub in Atlanta's impoverished Bankhead district), the short-lived snap scene is the true prelude to the whole swag phenomenon. Dem Franchize Boyz' "White Tee" was a prototype — not much more than tape hiss, a slurred chorus and a minimalist beat. Most remember the group's smash follow-ups better: "Oh I Think Dey Like Me" and "Lean Wit It, Rock Wit It." Also see "Do the Poole Palace," from criminally forgotten snap innovator K-Rab.

D4L: "Laffy Taffy"
I know you hate it. But give due credit to D4L, the thugged-out dudes who took the Bankhead snap sound international. Onetime felon Fabo inspired Soulja Boy, New Boyz and a generation of jerkin' kids with his neon-colored tube socks and crazy pop-locking moves. Also see Young Dro's "Shoulder Lean," UNK's "Walk It Out" and Yung Joc's "It's Goin' Down."

Soulja Boy Tell 'Em: "Crank That (Soulja Boy)"
"Crank That (Soulja Boy)" was essentially an homage to the ATL scene by a hormone-crazed teenager who nabbed a record deal through his viral YouTube videos. The beat, produced by Mr. Collipark, is a straight rip-off from Yola's excellent (and much better) "Ain't Gon Let Up." And yet Soulja Boy has ascended from much-derived novelty to somewhat-respected pop-rap stylist. Weird. Also see Soulja Boy's "Turn My Swag On" and Roscoe Dash's "All the Way Turnt Up."

Shawty Lo: "Dey Know"
With its focus on innocuous dances, the snap fad never caught on with the ATL elite. DJ Drama, for one, rarely included it on his infamous mixtapes. But swag is a happy compromise, a way for the back-of-the-club thugs to brag, boast and party without losing their street credibility and "swagger." The shift was not only thematic, but also musical, as producers turned from the minor keys of snap to a diverse mesh of ominous synth washes, pounding keyboards and electronic bleeps.

D4L member Shawty Lo gets credit for hinting at the new style with "I'm Da Man," a track from the group's 2006 album Down for Life. But it was his single "Dey Know," where he calls out "Big up to all my haters" over a loop from Mandrill's clarion call "Children of the Sun," that really kick-started the trend. Around the same time, Brandy Norwood's ornery boyfriend, Rocko, dropped "Umma Do Me" and its infectious chorus, "You just do you, and umma do me." Both Shawty Lo and Rocko sound like Young Jeezy, a sign of how influential the Snowman was at the time. Also see Shawty Lo's "Dunn, Dunn."

Blood Raw featuring Young Jeezy: "Louie"
This is one of the stranger entries in the swag rap sweepstakes. It's not every day that you hear a guy named Blood Raw rapping about the pleasures of luxury handbags, albeit ones stuffed with "half a quarter mil." Listen for the chorus, when Young Jeezy chips in, "It's in my Louie bag, yeah, it's in my Louie bag."

Yung LA: "Ain't I"
T.I.'s Grand Hustle camp jumped on the swag fad with Yung LA. His "Ain't I" could be categorized as "futuristic swag": he was one of several rappers that considered themselves "alternative" because they wore Bathing Ape sweaters and other hipster apparel. Also see F.L.Y. (Fast Life Yungstaz)'s "Swag Surfin."

Gucci Mane: "Lemonade"
One of the great misconceptions about Gucci Mane is that he's a stone-cold gangsta rapper — understandable given that he killed a man and got away with it. At heart, though, Gucci is just as likely to rap about "ice," "stacks" and sex in colorful metaphors as blasting shots and slanging "white." His hood hits abound, but "Lemonade" is as good a place as any to start. Also see Gucci's So Icey crew: OJ Da Juiceman's "I'm Gettin' Money" and "Make tha Trap Say Aye," and Waka Flocka Flame's "O Let's Do It."