Atlanta, Georgia-based rapper Ludacris was a local success story. As a former intern on an Atlanta radio station, he became known for his theatrical station IDs. In 2000 he parlayed this notoriety into a successful debut album that he self-marketed throughout the Southern states. The album caught the attention of Def Jam South label president Scarface, who signed Ludacris to be the first artist on the new label. Fitting into the Dirty South rap genre, Ludacris follows in the footsteps of Mystikal, Master P, and Silkk the Shocker.