Meet Robb2b: The Young New Orleans Producer Making Noise With the “Say Where Robb At?” Tag

#NOLAZINE - New Orleans has always been a city where producers play an important role in shaping the sound of each generation. From the architects behind the city's legendary bounce movement to the producers who helped define the Cash Money and No Limit eras, the person behind the boards has often been just as important as the artist holding the microphone.

Now, a younger generation is creating its own sound, and Robb2b is a producer whose name continues to surface in New Orleans' modern rap scene.

You might not recognize his face yet, but if you've been paying attention to the city's newer music, there is a good chance you've heard his signature tag:

“Say Where Robb At?”

That tag is quickly becoming Robb2b's calling card.

From New Orleans to Bigger Records

Based out of New Orleans, Louisiana, Robb2b represents a new wave of producers building their reputations through collaborations with artists both inside and outside the city.

Instead of waiting for the industry to come looking for him, Robb2b has been steadily building a catalog and establishing relationships with some of the biggest names connected to New Orleans' current rap movement.

Among those names are Curren$y, one of New Orleans' most respected independent hip-hop artists, and Rob49, whose rise has helped put another spotlight on the city's younger generation of rappers.

One notable Robb2b credit is his work as a co-producer on Rob49's “Stayin to Myself.”

For an emerging producer, placements with established artists can be important milestones. Every record gives listeners another opportunity to hear the sound behind that recognizable “Say Where Robb At?” tag.

The Producer Tag Is Becoming Part of His Brand

Producer tags have become an important part of modern hip-hop.

Sometimes a few words at the beginning of a record are all it takes for fans to immediately recognize who helped create the beat. Metro Boomin, Mike WiLL Made-It, DJ Mustard and other major producers have demonstrated how a memorable tag can become part of a producer's identity.

Robb2b is building that type of recognition around “Say Where Robb At?”

As his production catalog grows, the tag gives listeners something they can associate directly with him. You don't necessarily have to read the production credits to know Robb may be behind the beat—the record tells you.

Part of a New Generation of New Orleans Music

What makes Robb2b's emergence especially interesting is what's happening around him.

New Orleans hip-hop continues to evolve. The city that gave the world artists including Master P, Juvenile, Lil Wayne and Curren$y now has another generation attempting to establish itself nationally.

Rob49 has become one of the most visible artists from that newer movement, while numerous independent rappers and producers throughout the city continue releasing music at a rapid pace.

Producers such as Robb2b are an important part of that ecosystem.

A city doesn't develop a new sound through rappers alone. It takes producers capable of giving those artists records that distinguish them from everyone else.

More Than Just Making Beats

Becoming a successful producer today requires more than knowing how to make a beat.

Producers are building brands.

Their names, tags, social-media presence, relationships and ability to consistently deliver records can determine whether they remain behind the scenes or eventually become recognizable figures themselves.

Robb2b already has one of the most important ingredients: a recognizable identity.

“Say Where Robb At?” isn't simply something heard before a beat drops. It can become something listeners associate with a particular era of New Orleans music if the records continue connecting.

And working with artists such as Curren$y and Rob49 gives him opportunities to introduce his production to audiences far beyond Louisiana.

Could Robb2b Be One of New Orleans' Next Major Producers?

New Orleans has produced legendary rappers, executives, DJs and producers throughout its musical history. Every generation eventually gets its opportunity to add another chapter.

Robb2b appears determined to be part of this one.

He's young, he's working, and most importantly, his production is already finding its way onto records with recognizable New Orleans artists.

The next step is continuing to build the catalog.

One major record can change a producer's career overnight. Several major records can turn a producer tag into something millions of listeners immediately recognize.

So when you're listening to a new record coming out of New Orleans and suddenly hear—

“Say Where Robb At?”

—pay attention to what comes next.

Because Robb2b may be one of the young New Orleans producers you'll be hearing a lot more from.