Sheldon Martinez Davis, known by his stage names Natalac (Pronounced: natiˈlak) and NAT, is an American rapper, executive producer, singer, and the CEO/Founder of both Natalac Records and Natalac Express. He is widely recognized for his hits "Pimp of the City" and "Step Daddy," playing a pivotal role in the Jacksonville, Florida music scene. A local celebrity, Natalac garners thousands of views with his diverse content ranging from music to commentary and journalism.
Early Life
Sheldon Martinez Davis was born on August 25, 1974, in Jacksonville, Florida, as the second child of Lawton and Shirley Davis. Of African American and Native American heritage, he discovered his passion for rapping at the age of nine when he penned his first rap song. During his high school years at Ribault Senior High School, he was actively involved in football, graduating in 1992. Post-education, he served in the United States Marine Corps before launching his own hip-hop label, Natalac Records.
Music Career
2000-2009
Natalac's debut commercial CD, "Do Whacha No U Shud," achieved success due to the political rap track "Fire in Florida," which addressed voter disenfranchisement during the 2000 elections. This controversy attracted attention from the NAACP and increased Natalac's visibility both locally and nationally. Despite challenges in media play, partly attributed to Jeb Bush's governorship, Natalac's proactive self-promotion, including distributing flyers and CDs, was a testament to his dedication.
His subsequent album, "Bare Truth," released in 2003, faced commercial challenges, primarily due to confusion with another song titled "Step Daddy" by artist Hitman Sammy. While Hitman's track humorously critiqued stepfathers, Natalac's rendition was a heartfelt tribute to stepfathers who nurture and guide children when biological fathers are absent.
In 2005, Natalac released "Hidden Adjenda," which became a commercial triumph, largely due to the hit single "Pimp of the City." The song solidified Natalac's status and nickname as the "Pimp of the City."
Natalac's label, Natalac Records, signed notable artists like P-Geezy and Queen Princess, with Queen Princess releasing her debut EP "Welcome to My Queendom" in 2008.
2010 - Present
In 2010, Natalac released "The Answers," featuring the radio hit "Money Girl" with Blackhillbillie, earning statewide airplay. A compilation, "The Best of Natalac," followed in 2011, and in 2013, he released "A Pimp named Slickback that's Natalac," inspired by a character from "The Boondocks." Focusing on his label, Natalac executive produced and released "The Best of South Carolina," showcasing regional talent.
Continuing his creative momentum, Natalac launched "There is only one Natalac so Google me" in 2014, featuring the single "STAAACKS (Stacks of Money)." He remains active in the mixtape circuit, collaborating with prominent rap artists. In 2011, P-Geezy released his second album under Natalac Records.
Currently, Natalac is preparing for the CIAA in Charlotte, readying for a tour. His upcoming album, "The Natalac Experience," set to release in 2016, includes the anticipated single "Rates."
Other Ventures
Beyond music, Natalac is recognized for Natalac Express, his freight business, serving local enterprises. As CEO, he oversees trucking services, while maintaining a robust online presence. His YouTube channel, under his legal name Sheldon Davis, features his musical works, commentary, and label releases. With over 1.5 million views, his videos, particularly those featuring his music and label artists, capture significant attention.
In Popular Culture
The character "A Pimp named Slickback," voiced by Katt Williams in the animated series "The Boondocks," is said to be inspired by Natalac's "Pimp of the City" persona.