ELEKTRAS FAB URBAN MOVE

Elektra Records Urban assault strategy is just Fabolousand thats no typo. Fab, a Brooklyn lyricist from the underground mix scene, offers the labels latest hip-hop ammunition, as his LP, Ghetto Fabolous, is currently #4 on HITS Building Album Chart.

The Sylvia Rhone-helmed labels new rap star follows Missy Elliott and Lil Mo, in taking Elektra to the next level at Rhythm and Crossover radio. And as if that werent enough, the label is readying street singer Nate Dogg, whose LP, Music & Me, is expected Dec. 4. Incidentally, Nate lent his vocals on Fabolous explosive lead single, "Cant Deny It."

Sr. VP Urban Promotion Richard Nash said of the Fab one: "This kid definitely has it. He has been able to come in and provide us with the things to go out and break a new artist in this genre."

Added Sr. VP Promotion Dennis Reese: "Fabolous has delivered an over-the-top record thats having major success in New York and Los Angeles. Doing that with a new artist in the hip-hop communityyoure making a statement."

Laced with rugged beats and reworked classic R&B hooks, the record features producers Rick Rock, Rockwilder and the Neptunes.

Though hed already made a name on the rap scene after being discovered by underground mix maestro DJ Clue, who signed Fab to his indie label Desert Storm, Elektra developed the young artist by featuring him on labelmate Lil Mos "Superwoman Pt. 2."

"We set him up and put him on the Lil Mo, and that record exploded, but so did other records hes been onthe Jimmy Cozier and Mary J. Blige remixes. They definitely helped us get to the point where we are now," Nash explained.

Reese believes there will be more of this type of grassroots marketing, "especially in the hip-hop communityso many people are on so many peoples records. You want to contain those situations to benefit the label and the artists."

Likewise, Nate Doggs appearance on "Cant Deny It." While Nate is hardly new to the scenehes been featured on hits from Snoop Dogg, Warren G, Ludacris, among many othersElektra intends to use the momentum from the Fab record to ignite his solo project.

"Nate is one of the most recognized voices in the hip-hop community," says Reese, who uses the term "ghetto R&B" to describe Nates signature sound. "People know this guy, and our job is to make sure people realize this is his record. Were not going to put a lot of guests on this record. We want him to stand on his own."

"The bottom line is that weve got Missy Elliott, Lil Mo, Fabolous and Nate Dogg," said Nash. "Were very committed. Were very focused. Elektra is stepping up its game."