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Jiggalo backs Cinque up. "That shit was a long time ago," he tells Roca Dolla. "That's old news. Let it go."
After a couple of minutes of back and forth between the 5Fith Coast crew, Cinque and Jiggalo, Roca Dolla storms out of the VIP area, telling his crew, "This is bullshit."
Such confrontations aren't unusual in hip-hop — the genre's full of conflicts and feuds, and everybody wants to be top dog in Phoenix right now. The MCs who are working with national names are taking it upon themselves to try to build an atmosphere of community, even where there should be problems by proxy. For example, The Game and 50 Cent have been feuding through diss tracks since 2005, with each rapper taking shots at the other's integrity and creativity. In the past several months, each of them signed an artist from Phoenix. But Juice says that just because he's signed to The Game's label and Hot Rod is signed to 50 Cent's label, that doesn't mean they can't get along. "There really ain't no beef between us," Juice says. "Whenever you hear of Black Wall Street or G-Unit, naturally you think there is tension between the two camps. With that said, when you have two of the most dominated labels connected in the same city, questions and opinions will rise. As far as Hot Rod goes, there is no beef — just two artists from the same city with the respect for their label."
Willy Northpole feels that healing petty rifts within the community and supporting each other is the key to breaking the Phoenix scene, and he's not about to hang out in an angst-ridden atmosphere. He leaves Groove Candy as soon as the photo shoot's over.
"It's a lot of bullshit going on," Northpole says. "Everything is petty, nothin' in the streets, just a lot of people talking stuff. There are a lot of issues going on in Arizona that need to be addressed. But I'd rather fix it in Phoenix than go on a national level and do a diss track against one of my Arizona brothers. I'm not gonna do that. There's a lot of talent out here. If people would stop the hating and the bullshit and come together, it could be bigger."
Northpole says he's ready for the responsibility — and the backlash — that comes with being the first Phoenix MC to release a record on a major label this year, and he wants to set an example. "They're looking at me to open doors in the right way," he says. "Somebody's gonna have to take the rocks and the whips on the way up. When you're the first person to come out, people are gonna hate on you, because they didn't do it first. But if you can take those whips, it'll all come back in love. I truly believe that."
A lot is resting on the shoulders of Willy Northpole. Of all the Phoenix MCs with records coming out this year, Northpole is expected to lay the golden egg. "Willy's record will be the record that opens the doors for everyone," says Justus, half of Valley hip-hop duo Cut Throat Logic. "All these other records will make noise, but regionally. His record will get national play."
Northpole will open Ludacris' February 2 show at Celebrity Theatre in Phoenix, and there's been talk of him joining Ludacris for an extensive tour afterward. Having the support of a platinum-selling hip-hop artist can only help Northpole's career, and in the end, it can help Phoenix's hip-hop scene, too. In explaining why he signed Northpole, Ludacris gives props to Phoenix's pool of talent. "In the ever-changing music industry, it was important to me to find a unique artist in an untapped market in the U.S.," he says. "I felt Willy Northpole's style and music the moment I heard his voice. I believe he will open the world's eyes to the growing talent coming out of Phoenix, Arizona."
While it would seem that Northpole's story is the stuff of music industry dreams, none of this happened for him overnight. "I worked hard, and here I am," he says. "But it took a lot of work. That's what people don't understand — it's not like playing the lottery. It doesn't happen overnight."
As the first black Phoenix rapper to potentially break out on a national scale, Northpole also feels it's important to represent the city. He just nabbed an endorsement with New Era hats and plans to design a hat that reads "Bird City" on the back and has some sort of Arizona symbolism on the front. "That's all I'm doing, is representing Arizona," Northpole says. "I'm the first signed hip-hop artist that was born and raised on the streets of Phoenix. I grew up off Broadway and 24th Street. I have a lot to talk about."
In many ways, Willy Northpole personifies the Phoenix urban rap sound. His songs are filled with danceable beats, R&B vocal hooks, looped synthesizers, and lyrical flows that give props to the city. In "Streetz," Northpole raps, "I've roamed the streets with killers and creatures/And I'm a drug dealer to preachers/Bernie Mac bringin' the story cap/The Arizona bully is back/As a matter of fact, the bully of rap."

