Hip-hop star Shawty Lo has changed the name of his record label D4L to distance himself from snap rap music - because he wants to be taken more seriously. The Atlanta, Georgia-based MC founded D4L Records with rappers Fabo, Stuntman and Mook B. in 2003, and formed hip-hop group D4L.
The "Laffy Taffy" hitmakers became part of the snap music trend in 2006 - a dance-centric subgenre of hip-hop - but Lo refuses to embrace the movement and is fighting off the stigma by rebranding the label to be taken more seriously as an artist and executive.
He tells MTV News, "That's my brand, that's where I started from. But I'm officially switching my label to 2610: BHF. 'BHF' meaning Bowens Home (housing project) family. 2610 is (the address) where we started from, D4L."
"I just want a fresh look. I feel like I got a whole new movement. And I feel the D4L got a curse on it. People think it's the dancing, the snap (music). I just wanna get a whole new look... I want a whole new look on everything I got going."