Natalac Records is developing into something larger than a traditional independent record label. Founded by Jacksonville rapper and entrepreneur Sheldon Martinez Davis, better known as Natalac, the company brings together Southern hip-hop, comedy, visual storytelling and personality-driven entertainment under one expanding creative banner.
Natalac has spent years establishing his identity as a pioneer of Pimp Hop, a distinctive extension of Southern rap shaped by commanding characters, confident lyricism, humor and memorable visuals. Through records such as “Pimp of the City,” “Step Daddy,” “STAAACKS” and “Rates,” he has created a musical world that is immediately recognizable while remaining closely connected to Jacksonville culture. (Natalac)
Rather than limiting Natalac Records to song releases, Natalac has built an environment where comedians, rappers, producers and longtime collaborators can explore different sides of their creativity. The company’s growing network reflects his belief that music, humor and strong personalities can work together without any of those elements losing their individual value.
A Label Where Comedy and Hip-Hop Meet
One of the most distinctive personalities connected to Natalac Records is Andre Ennis Sr., professionally known as Set It Off. Recognized by the camp as “Sherwood Forest’s Comedy Ambassador,” he brings quick humor, an animated personality and a natural ability to turn ordinary situations into memorable entertainment.
Set It Off is now extending his talent into music. He recently entered the studio to record his first song under the guidance of veteran rapper, producer and media personality Benzino. The move represents the open creative approach surrounding Natalac Records, where performers are encouraged to expand their abilities instead of remaining restricted to one category. (Facebook)
His transition into recording does not mean leaving comedy behind. Instead, it allows him to carry the timing, charisma and storytelling that define his personality into a new format. That combination gives Set It Off the opportunity to create music that sounds connected to who he already is rather than presenting an artificial reinvention.
The label also highlights a broader pop-culture connection involving Katt Williams. Although the acclaimed comedian is not signed to Natalac Records, the company has long maintained that Natalac’s colorful presentation and viral Pimp Hop visuals influenced aspects of A Pimp Named Slickback, the memorable character voiced by Williams on Adult Swim’s The Boondocks.
That connection reflects the type of cultural space Natalac has created. His work is not presented simply as a collection of songs. The fashion, characters, comedy and larger-than-life attitude surrounding the music have helped Pimp Hop function as a complete entertainment identity.
Mr. Smith aka Boss Money Remains a Core Collaborator
While the company continues welcoming new talent, Mr. Smith, also known as Boss Money, represents the loyalty and continuity at the center of Natalac Records. He has worked alongside Natalac and the label for more than a decade, contributing his voice, personality and creative input to several releases.
Boss Money has appeared in projects connected to “Step Daddy (Superman Pappy)” and later joined Natalac and Benzino on “Trending Topic.” His continued presence demonstrates the importance of longstanding relationships within the camp. He is not simply a guest who appears when a record needs an additional verse, but a trusted figure who has helped shape the identity of the company over time. (YouTube)
Listeners can follow his latest work through the Mr. Smith aka Bo$$ Money Instagram page and his official Facebook page.
Boss Money’s role also illustrates how Natalac Records balances history with growth. Established collaborators remain visible as new artists enter the picture, allowing the label to expand without abandoning the relationships that helped create its foundation.
Chickenboi Brings Fresh Florida Energy
Tarvis “Chickenboi” Smith represents one of the newest chapters in the Natalac Records story. As a recently signed artist, he brings fresh Florida energy, regional pride and a developing sound to the roster.
His track “I’m From Florida,” featuring Mike Smiff, places his background at the center of his musical identity. The record serves as both an introduction and a statement, presenting Chickenboi as an artist who understands where he comes from and wants that history to remain visible as his audience grows.
Adding Chickenboi to the roster shows that Natalac Records is actively looking toward the future. Natalac is using the platform he has built to create opportunities for newer voices while allowing them to maintain the individuality that attracted attention in the first place.
Instead of forcing every performer to imitate the established Pimp Hop formula, the label offers a wider creative structure. Chickenboi can bring his own delivery, personality and Florida perspective while still benefiting from the experience and relationships surrounding the company.
Benzino Adds Experience to the Studio
Benzino has become an important collaborator within the wider Natalac Records operation. His decades of experience in hip-hop, media and entertainment give him a valuable perspective during the company’s recording sessions.
His work with the camp includes contributions to projects such as “Trending Topic” and “Pop My Shit.” Benzino has also played an active role in helping Set It Off move from comedy into recording, providing direction during the comedian’s early studio sessions.
His involvement strengthens the company’s production side while demonstrating Natalac’s ability to create relationships with established industry figures. Benzino’s presence does not replace the label’s independent character. Instead, his experience helps support an operation that has already developed its own sound and identity.
Updates from Benzino can be found through his official Instagram page.
Remembering the Late Julio Foolio
Natalac Records’ history also includes a meaningful connection with the late Jacksonville rapper Julio Foolio, whose real name was Charles Jones. Natalac has described their relationship as one that involved mentorship, community support and a desire to connect different generations of Jacksonville hip-hop.
The two artists worked together on “Bridge This Gap,” which appeared on Natalac’s Pimp of the Nation album. Released on February 19, 2018, the collaboration placed Natalac and Foolio on the same record at an earlier point in Foolio’s career. (Natalac)
The title carried an important message. “Bridge This Gap” focused on closing the distance between older and younger voices within the community, encouraging progress instead of division. The record has taken on additional meaning following Foolio’s death, preserving a moment when two artists from different periods of Jacksonville rap came together through music.
Julio Foolio was killed in Tampa on June 23, 2024. His passing ended the life of one of Jacksonville’s most recognized modern rap figures, but his catalog and influence continue to be discussed by listeners throughout the city and beyond. (City of Tampa)
An Independent Entertainment Network
What makes Natalac Records distinctive is the range of personalities operating within its orbit. Set It Off contributes comedy and natural showmanship. Mr. Smith aka Boss Money provides loyalty and proven chemistry. Chickenboi represents a new generation of Florida talent. Benzino brings experience and production insight. Natalac connects everything through the independent vision he has developed over decades.
Each contributor serves a different purpose, but the individual parts fit into the same larger structure. A comedy performance can lead to a studio session. A collaboration can become a video, and a video can introduce a personality to a completely new audience.
That flexibility has allowed Natalac Records to create a recognizable identity without becoming predictable. Music remains at the center, but the company’s growth is also driven by relationships, visual presentation, humor and the willingness to take chances on unconventional ideas.
Natalac continues to lead the operation as both an artist and entrepreneur. By developing his own lane rather than waiting for a larger company to define it for him, he has built a platform capable of supporting established collaborators and emerging voices alike.
For interview requests, event bookings, artist features and media inquiries involving Natalac Records, Set It Off, Mr. Smith aka Boss Money or Tarvis “Chickenboi” Smith, contact [email protected].
General and studio inquiries can be submitted through the official Natalac Records website. Media and booking representatives can also be reached at +1 (904) 584-3455.
Connect With Natalac:
- Instagram: Natalac74
- Facebook: Natalac Sheldon M Davis
- X (Twitter): Natalac74
- Wikipedia: Natalac Wikipedia page
- Spotify: Natalac
