You might be asking yourself, how is Juelz a new artist. He's already dropped an album, he's got a strong presence in the streets, and he's rolling with the current trendsetters in hip-hop: The Diplomats. No we haven't been sleeping on your boy Juelz. We know Juelz's first album, From Me To You, was one of the two most slept on albums of recent years (Joe Budden's debut album is the other). It's not really that Juelz is a new artist. He's just starting a new movement. In fact, the entire Dip Set is starting a new movement. The Dip Set has realized that they're incredible reach extends way beyond hip-hop and are in the process of building a foundation that correlates with that expansive reach. They've got their own label - Diplomat Records distributed thru Koch Records, they've diversified into liquor with The Syzzurp, they're in the process of launching a clothing line, and they made it cool for men to wear pink and purple. Juelz is new in the same way that Jay was new after he dropped Reasonable Doubt. There must be something about dropping an underappreciated hip hop jewel. In addition, Juelz sits in a very unique position. With Cam leaving Rocafella and signing with Lyor Cohen and Kevin Liles at Warner/Asylum, Juelz is now the only Diplomat artist still signed to Def Jam. Oh the bitter irony. But they say that everything happens for a reason. This might be Juelz's chance to reintroduce himself with the help of President Hov and Chairman Reid, and finally move some major units.

        Laron James aka Juelz Santana grew up on 153rd St. and Amsterdam, the youngest of four boys. "I was raised by my mother, my father was always there, but he was on some come-around shit. My father went thru a rough time and all that" he recently told the Source in an interview. When he was introduced to Cam by way of his cousin, Juelz was already in a group called Draftpick that was signed to Priority Records. Upon hearing Juelz rhyme, Cam decided that he wanted to sign him to Diplomat Records. With his partners blessing, Juelz joined the Diplomat movement as a solo artist. Like anyone who rolls with the Dips, Juelz has diversified his investments. He recently opened a clothing store in Harlem, and as he boasts on a recently freestyle, No Days Off (check out xtrax top 10), "the lines stay backed up".

        For his part, Juelz has been on the grind. With several hundred songs already recorded for the album, he's ready to put out another amazing album. But you might be asking yourself, why didn't he move major units the first go round. Dame Dash has theorized that the first album didn't sell units on purpose. Dame and the Diplomats made a conscience decision to put out a street record, "Santana's Town", as the lead single. There were several songs on the album that could have been the first single and reached a much wider audience. But with the Dips, "it's more than just music. It's a movement". And the set up couldn't be better for Santana's second album. His recent single "Mic Check" built a major buzz in the streets. Santana's got all the ingredients. The ladies love him, he's rolling with the Dips, he's tapped into the younger audience, and his name is bubbling in the streets. Laron James is looking to make a Lebron James type splash. He already told us that he's ready, and now it seems like everyone else is finally ready too. About time.