Jacksonville’s own Natalac (born Sheldon Martinez Davis) continues to stand as one of hip-hop’s most enduring independent forces. Widely respected as the “OG of the city,” he has built a career spanning over 30 years, combining music, entrepreneurship, and community leadership into a fully self-sustained legacy that remains firmly rooted in Duval County.
In an industry often driven by major labels and shifting trends, Natalac represents a rare example of consistency, ownership, and long-term vision.
The Architect of Jacksonville’s Hip-Hop Identity
Natalac is widely recognized as one of the foundational figures behind Jacksonville’s hip-hop movement. Long before the city gained national attention, he helped shape what is now known as the “Duval Sound”—a distinct blend of heavy Florida bass, raw street storytelling, and bold Southern rap energy.
Through his independent imprint, Natalac Records (est. 1997), he set a precedent for Jacksonville artists, proving early that national success could be achieved without leaving the city or relying on major label systems. His approach helped establish a blueprint for independence in Florida hip-hop.
Cultural Influence That Reached Mainstream Media
Natalac’s influence extends far beyond music. His 2003 viral release “Pimp of the City” became a defining cultural moment in his career and later played a role in shaping mainstream entertainment.
His visual persona was a major inspiration behind the Adult Swim series The Boondocks, specifically the iconic character “A Pimp Named Slickback,” famously voiced by Katt Williams. This unexpected crossover helped transform Natalac’s image into a widely recognized cultural reference point beyond hip-hop.
The Ultimate Independent Business Model
What sets Natalac apart is his ability to fully sustain his career without external control. He has built an independent system that merges music with entrepreneurship, anchored by his logistics company, Natalac Express.
Through his trucking business, he has maintained financial independence for decades, often taking a hands-on approach that includes personally operating his own 18-wheeler while managing performances, recordings, and label operations.
His discipline and structure trace back to his service in the U.S. Marine Corps, which he credits for instilling the work ethic needed to balance both the music industry and a functioning logistics enterprise.
The Return of Goldie and Key Collaborations
Natalac’s recent project, The Return of Goldie, serves as a reflective body of work highlighting his journey, influence, and evolution within Florida rap culture.
The project features several notable records, including:
- “Jacksonville Hip Hop” – a powerful message-driven record addressing street culture and the rise of drill music, paired with a news-style visual and a tribute cameo from the late Julio Foolio. The track delivers a cautionary message about violence, fame, and the consequences that follow street life.
- “Duval Dade (Damn Pimp Mix)” – featuring Miami legend JT Money, produced by Mr. Mixx, co-founder of 2 Live Crew.
- “Trending Topic” – featuring Benzino and Mr Smith (Bo$$ Money), which gained strong regional attention and engagement.
Latest Release: “Step Daddy (Superman Pappy) [Latin Remix]”
Natalac continues his creative momentum with his latest single, “Step Daddy (Superman Pappy) [Latin Remix]”. The 2026 release is a Latin and English bilingual reimagining of his 2003 classic “Step Daddy (Superman)”, widely recognized as a Father’s Day anthem.
The original record received praise from legendary figures including James Brown, Larry Blackmon of Cameo, and William Bell of Stax Records, who regarded the song not simply as a hit, but as a “smash.” Now reintroduced for a new era, the updated version features line-by-line English and Spanish verses, creating a seamless fusion that expands its reach while preserving its original message and impact.
Mentorship and Community Impact in Jacksonville
Beyond music and business, Natalac remains deeply committed to the growth of Duval County. He is widely regarded as a bridge between Jacksonville’s early hip-hop pioneers and its newer generation of artists, offering guidance shaped by decades of experience.
His mentorship includes supporting artists such as the late Julio Foolio, who recorded at Natalac’s studio as early as 2018, highlighting his long-standing role in developing local talent.
He also continues his advocacy work through initiatives like “State of Emergency! Saving Black Youth,” focusing on gun violence prevention, gang intervention, and youth empowerment in Jacksonville.
Conclusion
Natalac’s career stands as a blueprint for independence in hip-hop. By combining military discipline, entrepreneurial strategy, and cultural innovation, he has built a self-contained ecosystem that continues to thrive after more than three decades.
With the release of “Step Daddy (Superman Pappy) [Latin Remix]”, alongside the continued impact of The Return of Goldie, Natalac reinforces his position not just as an artist, but as a fully independent institution within hip-hop and a defining voice in Jacksonville’s cultural history.
Natalac Official Links
- Instagram: Natalac74
- Facebook: Natalac Sheldon M Davis
- X (Twitter): Natalac74
- Wikipedia: Natalac Wikipedia page
- Spotify: Natalac