Roots Are Strong On Mca

NEW YORK‹After three albums and nearly six years of nonstop touring, Philadelphia-based live band the Roots‹no samples, no drum machines‹have traded their underground cachet as the thinking head's favorite rap group for "next movement" leadership status as architects of new-millennium hip-hop-as-bebop.
The higher profile for the venerated six-member group comes with the success of its fourth album, "Things Fall Apart," which the act's new label, MCA, released Feb. 23 (Words & Deeds, Billboard, Jan. 23).
Thanks to a comprehensive setup and marketing campaign, which kicked into gear a full seven months before release and included everything from in-stores to online promotions, the album powered onto The Billboard 200 at No. 4 and bowed at No. 2 on Top R&B Albums in the March 13 issue. This issue, the set, which has sold 335,000 units, according to SoundScan, stands at Nos. 18 and 8, respectively, on those charts.
"It's been a long time coming," says Sean Taylor, PD of R&B station WQHT New York. "It took four albums, but they're there. The fact that it took four albums just means they were a little ahead of their times with the first three . . . They combine all genres of music, including bebop, under the hip-hop umbrella."
"Even though the Roots just released an album that debuted [near] the top of the charts, they are still very credible within the hip-hop underground scene," adds Violet Brown, national urban music buyer for the Torrance, Calif.-based Wherehouse Entertainment chain. "Through the years, the Roots have paved the way for many artists that are now receiving recognition. The underground is about to explode. Artists like the Roots are changing, building, and strengthening the face of hip-hop. They are truly the superstars of the underground."
BLAZING NEW PATHS
The act's status as a groundbreaker‹and its potential to blaze new artistic and commercial paths in the years ahead‹is clear to its new label, to which the Roots segued from Geffen.
"We're very proud of having the Roots on our label," says MCA president Jay Boberg. "We believe that they're a seminal band making music that's breaking barriers and providing a leadership role. The record company is passionate about putting our resources behind a group that strong."
That commitment extends beyond America, Boberg adds. "We have a worldwide plan to take the band to the next level. They're on their way to Europe in [the latter part of] April for live dates and promotional appearances, then back to Europe for festivals in the summer. They're a huge priority for all Universal companies around the world."
"This is the first time we've been promoted to the world," says bassist Leonard "Hub" Hubbard, adding that the setup at home has also been something