“You a paper chaser, you got cha’ block on fire. You know what it is. You make nothin’ out of somethin’…” an excerpt from the chorus of the hit single “Ha” which introduced the world to the southern-inflected flow of New Orleans’ Juvenile. In the years to follow, the Cash Money rapper would take over “for the 99 and the 2000” as he made women everywhere “Back That Thang Up” with a string of hits and guest appearances alongside the Hot Boys and Cash Money crew.
His last big splash came from the smooth earworm, “Slow Motion” which dominated Urban radio airwaves for an extended stretch in the early-mid Aughts. What’s the 400 Degrees emcee up to now you ask?
The old spiritual tune, This Little Light of Mine proves most apt now – Juvie is selling custom-made lamps and light fixtures. The Magnolia Projects rapper now exercises his artistic talents in a venture that might rival the likes of Crate and Barrel and Urban Home.
The newfound entrepreneurial streak, titled Made By Juvie offers a variety of custom lamps artisanal tables, protective masks, liquid dispensers and more. Much of the website’s inventory comes at a hefty price tag, a measure of their relative value.
It should be noted that Juvenile is quite proud of his handiwork; he’s made a slew of dazzling Instagram posts featuring segments of his offerings for his 500,000 followers.
The reception has seemingly been positive thus far. Many have commented favorably on Juvie’s transition from being a famous rapper to a proud business owner. ‘Nolia claps resound praising the innovative designs: fashion lamps in the likeness of robots, rifles, and rocketships as well an evasion of the stereotypical celebrity post-pinnacle demise: the lifestyle of drug addiction, depression and dependency.
After suffering a major personal tragedy in the passing of his 4-year-old daughter Jelani, who lost her life alongside her mother and sister in 2008, a successful post-music career and lifestyle is well-deserved and celebrated. As so many suffer in cautionary tales in Hip-Hop…and entertainment in general, fans are finding Made By Juvie at worst, a refreshing surprise and perhaps better, a financial inspiration to others exiting the rap game.
Coming out of New Orleans’ infamous Magnolia Projects and recording 16 albums in a solo or collaborative capacity, Juvenile has bolstered several to Multi-Platinum and Gold level sales. An opportunity to find a new passion and make it commercially viable is an aspiration of many fighting to get out of America’s capitalist rat race.
Kudos to you Juvie; Kudos to us all.