REG had the pleasure of working with Ludacris when we produced his ground-breaking concert at FedExForum in Memphis.
Ludacris rode the early-2000's Dirty South rap explosion to widespread popularity, as his songs enjoyed an enormous embrace, mainly by urban media outlets but also MTV and pop radio.
The Atlanta-based rapper went from local sensation to household name he signed to Def Jam South in 2000. In addition to connecting him with super-producers like Timbaland, the Neptunes, and Organized Noize, Def Jam gave Ludacris remarkable marketing push. Ludacris quickly became one of the country's most in-demand rappers, guesting on hits for everyone from Missy Elliott ("One Minute Man") to Jermaine Dupri ("Welcome to Atlanta") — when he wasn't dominating the urban market with his own hits.
A role in the Oscar-winning film Hustle & Flow lead to great demand in Hollywood, too.