RYAN LESLIE'S TIME TO SHINE

While Ryan Leslie's name might not be familiar to the average listener, the music industry is well-acquainted with the 29-year-old producer.

Now Leslie the artist is rising up Billboard's Hot R&B/Hip-Hop Songs chart with the single "Diamond Girl," from his as-yet-untitled debut album, due June 10 via Universal.

To build recognition for himself, Leslie created a strong online presence through two personal YouTube channels, which feature clips of him making beats in the studio.

"Ryan created the webisodes in advance for the promotional team to use with radio. They really showed his personality and how involved he is in the overall music process," Universal senior VP of promotion Gary Marella says. "By the time we impacted the single, about half the programmers in the country felt they knew him personally."

"Diamond Girl," a pop-tinged track featuring an electric piano crescendo, is No. 35 on Hot R&B/Hip-Hop Songs this week. The song's ascension during the last 12 weeks has also been bolstered by unofficial remixes from 50 Cent and Kanye West.

More webisodes are on the way and will premiere on ryanleslie.com and Universal's YouTube channel each week, according to Universal director of digital marketing and strategy Xavier Jernigan. The "Diamond Girl" series debuts during release week and depicts Leslie as a secret agent searching for a diamond that he must exchange for his kidnapped girlfriend. The webisode will also feature the "Diamond Girl" video, directed by Chris Robinson.

On the mobile side, Universal plans to utilize its partnership with mobile fan club company Mozes. Fans will be able to leave Leslie phone messages and in return they will receive voice mail from the artist, along with tour, video and music content.

Leslie has been signed to Universal as an artist since 2003, but wound up selling what was intended to be his first single, "Hot 2Nite," to the reunited New Edition for its album "One Love." "That was the perfect entry into the music business," he says.

After hearing "Hot 2Nite," Sean "Diddy" Combs attempted to sign Leslie to an artist deal via his Bad Boy Entertainment. But because Leslie was under contract to Universal, Combs inked him to a production deal instead. Under the tutelage of veteran Bad Boy producer and New Edition member Michael Bivins, Leslie cranked out such songs as Cheri Dennis' "I Love You" and Donnell Jones' "Better Start Talking" until he discovered model-cum-singer Cassie at Combs' birthday party in 2005.

Leslie worked their first pairing, "Me & U," to New York club DJs, securing a local hit before the song broke nationally. It eventually peaked at No. 1 on the Billboard Hot 100 and has sold 1 million digital downloads, according to Nielsen SoundScan.

Combs heard the song while out one night at New York's Bungalow 8, inspiring him to secure a distribution deal for Leslie's label/production company, Next Selection, via Bad Boy Entertainment, along with a joint artist deal for Cassie.

Now, with Universal's help, Leslie is hoping to transcend his Internet celebrity and make an impact with his own music.

The debut was written entirely by Leslie. His signature pop-driven production style is on display on tracks like "Baby U R Fly," which features an acoustic guitar-driven melody, sprinkled with high-pitched flutes and keys as Leslie sings and raps. "It's almost surreal that five years after being signed, everyone's excited about a record that I have for myself," he says.