B.i.g. Resurrected For 'duets'

Even though eight years have passed since the 1997 murder of the Notorious B.I.G. (aka Christopher Wallace), the hip-hop community's love for the rapper has never wavered. On Dec. 20, Sean "Diddy" Combs will offer fans new tracks featuring the slain artist when "Notorious B.I.G. Duets: The Final Chapter" hits stores on Bad Boy Entertainment/Atlantic Records.

The album pairs the voice of Biggie with some of today's most popular artists and producers, such as Eminem, Jay-Z, R. Kelly and Mary J. Blige. Biggie is also joined on several duets by other such departed legends as reggae artist Bob Marley, rapper Big Pun and his most notable rival, Tupac Shakur, who was shot to death in 1996 and whose unsolved murder has been linked to that of Wallace.

To create the material, producers took Biggie's existing vocals and created new tracks around them with the living performers adding their parts. For the deceased artists, vocals from both parties were wrapped around new tracks.

Combs tells Billboard that the album came about because of the overwhelming demand from artists seeking to sample Biggie's vocals.

"Different people wanted to utilize his vocals and do duets with him on mix tapes," he says. "It showed us that (a), there was still a huge demand for people to hear Biggie's vocals, and (b), that other artists still had love for Biggie even though he had such a short career."

According to Bad Boy marketing director Jason Wiley, picking the list of guest artists proved overwhelming.

"When [Diddy] made the announcement about the album, so many people were enthusiastic about being on it. For every artist that made the album, there's about 20 or 30 more that didn't," he says.

Such artists as Disturbing Tha Peace/Def Jam singer Bobby Valentino, who shows up on "Living the Life," are not taking their inclusion lightly.

"He contributed so much in changing the mind state of hip-hop. It was a privilege to be asked to be a part of this project," Valentino says.

Big Gee, one-fourth of Bad Boy South's Boyz N Da Hood, who appears on "Hustler's Story," seconds Valentino's sentiments, saying, "B.I.G. is the best MC to ever spit on the mic. Being on this song is the opportunity of a lifetime."

Even such producers as Timbaland, Scott Storch and Swizz Beatz were lining up to appear on the project. Andre Harris, one-half of Dre & Vidal—the hit-making duo behind Usher's "Caught Up" and Ciara's "Oh"—says they were equally excited when they found out that their creation, "1970 Somethin' " featuring the Game and Faith Evans, was selected for the album.

"Not only was it a good opportunity for us to get something on the rap side, but it was also the Notorious B.I.G.," Harris notes. "Who wouldn't want to get something on Big's album? It was just a chance we couldn't pass up."

While Combs says crossover success is not his primary goal, he does believe the guests featured on the album, such as rock group Korn and Nelly, can help make the project a mainstream hit.

"Honestly, we've never gone for that, but we think we have that with the first single ["Nasty Girl"], which has myself, Nelly and Jagged Edge on there. All of us on the record have a track record at crossover."

The song, which also features newcomer Avery Storm, is No. 43 on the Billboard Hot R&B/Hip-Hop Songs chart. Another track, "Whatchu Want," featuring Jay-Z, is also garnering spins.

Bad Boy is launching an extensive marketing campaign that has an interesting theatrical component.

"We're partnering with the Loews movie theaters, so you're going to hear his music there," Wiley says. "You're also going to see posters and standees [in the theaters] like there's a movie coming."

Bad Boy has also joined with Wal-Mart and Black Entertainment Television to sell a CD/DVD combo that offers consumers a chance to win a limited-edition double-face Notorious B.I.G. watch. Bad Boy has also teamed with Biggie's mother, Violetta Wallace, for a promotional tour that will push the album and her memoir, "Biggie."

In addition, a never-before-seen Pepsi commercial that the rapper shot shortly before his death will be resurrected.

Throughout this month, a mobile phone rollout will occur with various carriers that will feature tunes from "Duets: The Final Chapter," as well as Biggie's catalog. More than 60 ringtones will be offered, many of them exclusive to the mobile space.

Retailers feel that the strong marketing plan combined with the album's star power and Biggie's magnetic attraction will translate into success at the cash registers.

"Judging from the list of artists, I think anything with Notorious B.I.G. is a given. A few people have been coming in and asking about it already, so I think it will do very well," predicts Paul Harrington of George's Music Room in Chicago.

Even with so much marketing might behind it, Combs is confident that in the end, one factor alone will sell the album: Biggie.

"The album is just incredible," he says. "He's at the level of a Frank Sinatra or a Nat 'King' Cole as far as the hip-hop generation goes." ••••