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Hip-hop hang ups

"This area has some talent, but we do not have any black radio stations, no clubs and no outlet for hip-hop," Johnson said.

Johnson's production company, located in Carbondale, specializes in local hip-hop artists. With a lack of local opportunities, he has provided a gateway for area talent seeking "low budget, high quality production." But the road has been a long and winding one.

After 20 years, the man behind the music continues to financially support two daughters and run a production company with only the funds from a day job and an undeniable love for hip-hop. Now promoting his fourth album, Johnson said he will continue to produce and promote local artists despite venue hindrance.

"Hard Timez" the latest album from the writer/rapper/producer, features 17 tracks of rap and R&B from the man with "two C's" and several other artists on his label. This, his fourth album, was his first in three years.

"I've been through a lot in three years in every aspect of my life," he said. "From the employment situation, relationship situation, the law - basically the whole spectrum of problems that young black people face. I thought I was at the worst point in my life."

A major problem Johnson faced during that time was rejection. Although Carbondale doesn't have any strictly hip-hop stations or clubs, the producer has repeatedly tried requesting airplay for his music.

He said that some Carbondale venues refused to carry his CDs unless he received airplay and his songs were in high demand. But because he needs record sales to promote airplay, he found himself seemingly in a catch 22. The producer said he is extremely disappointed, because the only places he can sell his CDs are in Carbondale because all other towns in this region are predominantly white will not sell hip-hop music in stores.

The CEO of Black4Life Entertainment knows the title of his production company may intimidate local venues. Johnson said he understands why the name would raise some eyebrows, so he invented "Cheap Traxx Production" as a sort of alias.

However, Black4Life "is the only guarantee" that Johnson has.

"That will never change, even if everything else in my life does," he said. "I'm not trying to threaten anyone, that's just what I am: black."

After experiencing several rejections, Black4Life Entertainment is promoting its productions through P Mac's Music. Johnson said through P Mac, he hopes to branch out to Eastern Indiana, parts of Missouri and Paducah, Ky.

"Hopefully some of those areas will have a hip-hop and R&B radio stations to promote up and coming hip-hop artists," he said.

Johnson also said the reason he did not promote his music to these areas before is because he felt the music was not good enough.

"I'm a fairly new producer and I wasn't comfortable with my productions," he said. "The equipment I was using wasn't up to par and it was just - me. I'm working trying to support a family, and this is costing me money. The dream is there, but the finances aren't."

Through P Mac's music, Black4Life Entertainment has a chance to branch out from Carbondale and possibly receive airplay. While this is a great opportunity for the company, Johnson is still worried.

"I'm always working on a budget," he said. "Because P Mac's Music has stores in those areas, selling my CDs won't be a problem, but promotion will."

Johnson said not only is this an expensive process, but he can't do it all by himself. Because of relationships made while growing up in Carbondale, some venues do carry Johnson's CDs. Besides P Mac's, Johnson said Plaza Records, Beauty Depot, and Sound Core Music carry "Hard Timez." While these stores keep some of the profits, Black4Life Entertainment receives the bulk of it. However, Johnson said sales of previous albums have not done very well due to the lack of airplay and inability to promote.

Johnson hopes that one day things will change in Carbondale.

"I consider myself a local hip-hop activist," he said. "I just want to open up things for the future. I would love a hip-hop and R&B radio station for this area. We need it."

Johnson said that Carbondale has come a long way in a long period of time, but sadly, the town still has a long way to go.

Despite the drawbacks and disappointments, Johnson will never quit making music. "This is my outlet for life," he said. "When I get depressed and the bills can't be paid or I'm sick of work, I go into the studio. That's the only place where I have peace. I love hip-hop, I'll never give up."

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