Jacksonville music pioneer Sheldon Martinez Davis, professionally known as Natalac, has created an entertainment movement that brings Southern hip-hop, comedy, independent business and viral culture into one distinctive world. Through Natalac Records, the artist and entrepreneur has built a platform where established collaborators, rising performers and memorable personalities can develop their talents without sacrificing individuality.
Best known for pioneering the Pimp Hop sound, Natalac combines Southern rap traditions with colorful storytelling, commanding visuals and a larger-than-life personality. His influence extends beyond recording music, with Natalac Records developing into a creative home for rappers, comedians, producers and entertainers connected by originality, loyalty and strong regional roots.
Comedy Meets Music
An important part of the Natalac Records universe is comedian Andre Ennis Sr., better known as Set It Off. Recognized as “Sherwood Forest’s Comedy Ambassador,” Set It Off has earned attention through his sharp humor, energetic personality and natural ability to connect with audiences.
His role within the company has recently expanded into music. Set It Off recorded his debut track under the creative direction of veteran rapper, producer and media personality Benzino, reflecting the label’s commitment to giving entertainers room to explore new forms of expression.
Although Katt Williams is not officially signed to Natalac Records, the celebrated comedian shares a notable cultural connection with the label. Natalac’s colorful videos and distinctive Pimp Hop image have been linked to the inspiration behind A Pimp Named Slickback, the memorable character voiced by Williams in Adult Swim’s The Boondocks.
A Roster Built on Loyalty and Collaboration
Mr. Smith, also known as Boss Money, has remained one of the most consistent figures within the Natalac Records camp. After more than a decade of working alongside the label, he has become a trusted collaborator whose voice, delivery and visual presence have contributed to several important releases.
Boss Money appeared during the video shoot for “Step Daddy (Superman Pappy)” and later brought his signature style to “Trending Topic.” His long-running relationship with Natalac demonstrates the loyalty and creative chemistry at the center of the company.
Fans can connect with him through the Mr. Smith aka Bo$$ Money Instagram page and his official Facebook profile.
The label’s newer generation is represented by Tarvis “Chickenboi” Smith, the latest artist officially signed to the roster. Chickenboi brings fresh Florida energy and a strong sense of regional pride to the imprint.
His track “I’m From Florida,” featuring Mike Smiff, serves as an introduction to his personality and musical direction. The record celebrates his background while strengthening Natalac Records’ connection to Jacksonville and the wider Florida hip-hop community.
Benzino’s Creative Role
Benzino has become another influential collaborator within the Natalac Records circle. With decades of experience in hip-hop, production and entertainment media, he brings valuable industry knowledge to the company’s studio sessions.
His recent work with the camp includes creative contributions to “Pop My Shit” and “Trending Topic.” He has also helped guide Set It Off’s move into recording, providing direction as the comedian develops his first musical release.
Updates from Benzino are available through his official Instagram page.
Remembering Julio Foolio
Natalac Records also shares an important connection with the late Jacksonville rapper Julio Foolio, who passed away in June 2024. Before his death, Foolio worked closely with Natalac and collaborated with him on the meaningful track “Bridge This Gap.”
The record brought together two generations of Jacksonville hip-hop and reflected Natalac’s interest in mentoring younger artists. Their relationship remains an important chapter in the label’s history and a reminder of Foolio’s lasting presence within the city’s music community.
Building an Independent Entertainment Legacy
What separates Natalac Records from a traditional record label is its ability to unite different personalities and creative disciplines under one vision. Set It Off’s comedy, Boss Money’s longstanding presence, Chickenboi’s emerging sound, Benzino’s experience and Natalac’s Pimp Hop foundation each add something valuable to the company.
Music videos, studio collaborations, comedy, storytelling and viral entertainment all contribute to the larger brand. Instead of asking every artist to follow the same formula, Natalac Records allows its collaborators to retain the qualities that make them distinctive.
At the center of it all is Natalac, whose combination of ambition, independence and cultural awareness has helped him establish a lane of his own. His work continues to connect Southern music with humor, memorable characters and entrepreneurial determination.
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 the label through Natalacrecords@gmail.com.
General and studio inquiries can be submitted through the official Natalac Records website, while booking representatives can 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