Ludacris: rap star keep's conquering music while enjoying success as actor

Grammy Award-winning performer Ludacris looms large in hip hop. The rapper's booming voice, witty lyrics, trademark punch lines and cutting-edge videos have made him one of the industry's most animated and well-observed entertainers.

He has the rap industry on lockdown, and now Ludacris' name is starting to roll out when it comes to acting.

As one of the least experienced actors in the critically acclaimed drama Crash, Ludacris rose to the challenge with the likes of Don Cheadle, Terrence Howard, Larenz Tate, Thandie Newton, Beverly Todd, Matt Dillon, Brendan Fraser, Sandra Bullock, Ryan Phillippe and Tony Danza (JET, May 16).

His role as a carjacker in the racially charged masterpiece still has people marveling over his acting skills. Luda proved himself as more than just another rapper trying to act. The man with the big voice delivered.

"The whole thing why people get mad about rappers acting is that we get the opportunity because of who we are," explains Ludacris, who uses his real name, Chris Bridges, as an actor. "If we don't take it seriously, then they have a right to criticize. But if we do ... then they don't have a right to criticize."

The Atlanta native jumped at the opportunity to work with the all-star ensemble, especially Don Cheadle, who also served as the movie's producer.

"I think it's going to help a lot in my acting career," says the 27-year-old. "I'm the most inexperienced actor in the movie. I had to step up to the plate and get my thing right."

Ludacris' rise to fame began in 2000 with the release of his triple-platinum-selling debut CD, Back for the First Time. Before he was signed to Def Jam South, a year earlier Ludacris self-produced, self-marketed and self-distributed his first album, Incognegro. It sold 50,000 copies in two months. Def Jam South was created around him.

"We're businessmen now," Ludacris says. "Artists are taking a whole new outlook as far as being entrepreneurs in the industry and just taking advantage of situations and venturing off and getting their own."

His current CD, The Red Light District, has sold more than 2 million copies. Hits have included Number One Spot, The Potion and Pimpin' All Over The World.

As the CEO of his own label, Disturbing Tha Peace (DTP), he also has an eye for talent. His DTP crew includes female rapper Shawnna, who is the daughter of Blues legend Buddy Guy. St. Louis native Chingy is a former protege; the two no longer work together. Luda's current discovery is Bobby Valentino, who has won a following with the single Slow Down. The Clark Atlanta University graduate is featured on Pimpin' All Over The World.

"It's a lot more than people might think," he says of being a CEO, having artists and being a performer. "You have to invest a lot of time, make sure everything is in the right place and make strategic moves for everybody-not just me."

Ludacris has been going strong in hip hop for five years. His image-driven music videos are always full of surprises. He pushes the envelope every time, just like he does with his music.

"Rap is competitive. You gotta keep yourself out there or people will forget about you," he says. "Music is about emotion, so you've got to move people."

The latest video for Pimpin' All Over the World was shot in South Africa, making it the first ever for a hip-hop performer. His video for Number One Spot transformed him into a "ghetto Austin Powers." The song samples Quincy Jones' original tune Soul Bossa Nova. Jones even made an appearance in the video, which also features LisaRaye, Slick Rick and Verne "Mini Me" Troyer of Austin Powers fame.

"I think it's fantastic," Jones told MTV. "Never would I have imagined in my wildest dreams that [so much would come from] something I wrote in 20 minutes, 43 years ago, and what the transformation has been. I am a big fan of Ludacris. I've said that behind his back as well as to his face. It makes me feel good to know that the future is going to be in great shape."

Next month Ludacris will release his first long-form DVD, also titled The Red Light District. The DVD, slated for a July 19 release date, consists of a six-song concert performance of Ludacris in Amsterdam.

"I know that the first thing people think of when they hear 'Red Light District' is Amsterdam," he says, "but I'm referring to a state of mind. Where there are no limitations to what I can say, or I can do."

Born in Champaign, IL, Ludacris is the only child of Roberta Shields and Wayne Bridges. Before high school, Luda moved to Atlanta with his dad. His parents, who attended the University of Illinois, knew their little one was destined for greatness.

"My parents always knew, from way back, that I'd be an entertainer. I used to perform in the living room when I was barely walking, so they knew it was coming."

When his dad brought him U.T.F.O.'s record Roxanne Roxanne, little did he know that the 6-year-old decided then and there that he wanted to rap.

His stage name speaks for itself. "I just like having fun. I'm a wild and crazy person."