LUV MUSIC GROUP

“I don’t want to just make music. I want to win Grammys.”



Cameron Wallace is just getting started. In high school, he was laying beats out of the bedroom of his mom’s house. Now 21, he can do it with one mic or ten turntables. This year, Wallace produced a fully unstoppable beat -- the man knows his music. The track the Houston rapper knew was a smash turned into “Upgrade U,” a fan favorite on superstar Beyonce’s second solo album “B’Day”. The album sold more than half a million copies its first week and is one of the year’s hottest records. And with Jay-Z laying rhymes over the Wallace beat the song has quickly shot to the top of play lists and upgraded Wallace to the national stage.



Wallace is all about the music. Growing up in Houston’s north side on “Purple Rain” and Prince, he finds influence in Timbaland, Dr. Dre, 9th Wonder, Just Blaze and Kanye, with whom Wallace feels he has a kindred spirit. Like Kanye, Wallace faced many doubters riding his path to success. But the confident crafter of creativity has stayed strong.



As a well-known young Houston rapper, Wallace gigged and competed at local clubs never going home without props from audiences. He grew tired of rapping over instrumentals and decided to lay his own beats; the buzz drew other rappers to Wallace’s doorstep, cash in toe, to bite his sound. Cam the Rapper soon became known as Cam the Beatmaker his music found its way to Beyonce’s management company Music World Entertainment and into the hands of Mathew Knowles, B’s manager, and to Lady B herself. They heard a hit. Beyonce recorded “Upgrade U” to Wallace’s track and message boards from the U.S. to China can’t stop the chatter about the soulful song. It stands out even on a stellar album and has staying power in global radios, IPods, CD and MP3 players. Hearing his beat over the speakers at Best Buy where he worked selling audio retail, music’s new feature pharaoh thinks, “People just don’t know.”

Wallace is part of a younger generation of talent rising out of Houston, which is being raised on the grillz and candy paint-loving sound of rappers like Slim Thug and Mike Jones. But while these are his roots, Wallace is a universal beatmaker and can lace an artist from any region with a hot beat.



In addition to producing tracks for Beyonce, Wallace is working with Luv Music Group, also crafting beats for some of the industry’s top artists, with A&Rs dying for his fresh sound. From jumping out of bed at 3 a.m. to bang out beats to doing interviews for the smash hit “Upgrade U”, Wallace is a busy man. And that’s how he likes it. “I’m all about the music.”



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