Natalac

For over three decades, Natalac (born Sheldon Martinez Davis) has stood as a towering pillar of Southern hip-hop. Hailing proudly from Jacksonville, Florida—the legendary Duval County—Natalac has survived industry shifts, broken boundaries, and cemented his legacy as the chief architect of his own raw, distinct subgenre: Pimp-Hop. Before dominating regional airwaves, Natalac served his country in the U.S. Marine Corps. Upon returning home, he traded his combat boots for a microphone, founding Natalac Records in 1997. From that moment, his hustle was unstoppable. He became a fixture of raw, unfiltered rap culture—even earning his stripes as a BET Uncut Legend. What sets Natalac apart is his magnetic charisma and unmatched collaborative pedigree. His discography reads like a Southern rap hall of fame, featuring heavy-hitting anthems alongside icons like Project Pat, Ying Yang Twins, Pastor Troy, La Chat, Suga Free, and Benzino. Beyond music, his striking persona has even crossed over into pop-culture lore, widely cited as an inspiration behind beloved adult-animation characters Like “A pimp named Slickback” Whether dropping timeless street classics like "Fire in Florida" or unleashing his latest cinematic masterpieces like the album “The Return Of Goldie” and the single "Rich Niggas", Natalac’s music is driven by his rawest wins and losses. He is a rapper, an actor, a mogul, and a survivor. Tap into the catalog and experience the real, authentic sound of Jacksonville.