LIL' BOW WOW PACKS STRONG BARK, SOFT BITE.

Byline: Sandra Barrera Staff Writer

In an era when child music stars are either way too cutesy or overly adult, rapper Lil' Bow Wow is carving out his own niche - straight down the middle.

That mixed with the fact that parents have been waiting for a rap artist they could feel comfortable with has contributed to the 14-year-old's success as an urban hip-hop sensation.

His So So Def Recordings debut ``Beware of Dog'' recently went double-platinum. His music videos are topping the request lists at BET, the cable channel. His first U.S. tour is selling out, left and right.

Tonight, Bow Wow is even up for two awards - favorite song for ``Bounce With Me'' and favorite male singer - at Nickelodeon's Kids' Choice Awards, pitting him against pop music favorites Britney Spears, Sisqo and Ricky Martin.

``He's genuinely talented,'' says Rudi Meyer, editor of Black Beat magazine. ``But I think we've only seen part of his talent, so far.''

Bow Wow, whose name doesn't appear on any of the writing credits for the songs on his debut album, is planning to take an active role on his next endeavor.

He returns to the studio at the end of his tour, and is already preparing for the next album.

``I've just been sitting down and writing,'' says Bow Wow, who admits in his husky whisper that he prefers his rap moniker to his real name, Shad Moss. ``I'm gonna still keep it the same (as 'Beware of Dog'). But we haven't really gotten started on anything.''

Hip-hop observers believe the next record will be crucial for catapulting Bow Wow - who says he plans to drop the Lil' by next year - through the circle of MTV's ``Total Request Live.''

The show serves as a barometer of popularity among the Britney generation, an audience that Bow Wow has yet to tap into despite his having opened for 'N Sync on tour last year.

Still, his audience is just as broad.

Some of his biggest fans can be found in the music community itself, beginning with Snoop Dogg.

After hearing the then-6-year-old demonstrate his stylings on the Chronic Tour, Snoop Dogg dubbed the pint-size rapper Lil' Bow Wow.

At the Grammys in February, Madonna invited Bow Wow to chauffeur her onstage for the opening number.

Backstage, his matter-of-fact answers about getting to perform with Madonna was a delight to reporters.

``Everybody just thinks he's the cutest thing in the world,'' says Meyer. ``I think that's the lure.''

Despite his youth, however, Bow Wow is serious about his still budding career.

It is reflected in his philosophy about whether he takes home an award at tonight's Nickelodeon awards.

``I mean, it means a lot, especially if you win,'' he says. ``It means a lot, you know, even if you just get nominated. So to be one of the nominees is huge, too.''

In addition to music, Bow Wow will be making his big-screen debut in ``Like Mike.''

The film is about a kid who finds a pair of magical sneakers worn by basketball great Michael Jordan and gets transformed into a slam dunker for the NBA.

Although Bow Wow says he's not allowed to talk about it, he was more than willing to offer up some words about another acting gig.

He will be appearing in the MTV made-for-television movie ``Carmen: A Hip Hopera,'' a modern retelling of the 19th-century opera starring Beyonce Knowles of Destiny's Child.

``I'm playing some kid,'' says Bow Wow. ``He doesn't sell drugs but somebody sets him up. When they find drugs in his pocket, the cops beat him up real bad. I get to go to jail and stuff like that.''

Whether Bow Wow will ever be top dog remains to be seen.

``It'll be really interesting to see what happens with the next album,'' says Meyer. ``I'm sure he'll get the (Total Request Live) crowd, and I think he will grow. Then once he becomes a full-grown teen-ager, maybe we'll get to hear another perspective.''

LIL' BOW WOW

Where: Wiltern Theatre, 3790 Wilshire Blvd., Los Angeles.

When: 3 and 7 p.m. Sunday.

Tickets: Sold out; try brokers.

``KIDS' CHOICE AWARDS''

What: Rosie O'Donnell hosts the awards show that honors kids' favorites in sports, film, TV, music, books and video games.

The stars: Carson Daly, Rachel Leigh Cook, the Rock, Backstreet Boys, Destiny's Child, Aaron Carter and Lil' Bow Wow.

Where: Nickelodeon.

When: 8 tonight.

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Photo:

Lil' Bow Wow, up for two honors at the Nickelodeon Kids' Choice Awards tonight, is tame enough for young audiences yet talented enough to win praise from other hip-hop artists.