Shake da Mayor.

WHEN THE CASE of West Coast rap is addressed, most parties focus their concerns on the activities centered in the Bay Area and Los Angeles. Shake da Mayor, hailing from Fresno, urges you to avert your attention and hone in on his home turf--the Central Valley.

This region, stretching from Modesto down to Bakersfield, is better know globally for apples and apricots--not "Gangsta Hyphy" hip-hop, as Shake likes to call it. However, they're developing their own movement, feeding off the energy that's percolating in Northern California. Claiming that the West Coast isn't truly back in the spotlight until the Central Valley gets its share, Shake is shouldering responsibilities. And, since being dubbed "da Mayor," the workload is expected.

The man is a presence, undoubtedly; stomping about in his large frame, refracting sunlight from his mouthful of precious stones. But these features are merely footnotes, for Shake da Mayor's essence emanates from his eye wear--or as we call them here in the Bay, Stunna Shades. Nicknamed the Stunna King by rap legend E-40, Shake sports a fresh new set of spectacles every day of the week. This trademark look led him to birth his own brand, Palm Tree Eyewear, in an attempt to capitalize financially.

Whether or not da Mayor maintains incumbent status, he'll at least be able to boast of his originality, establishing his own personal panache, and dedicating himself to his hometown. Fresno may not be a hip-hop epicenter, but Shake sits on the throne and he'll be damned if you don't lend him your ears. His album is slated to drop early 2007 and he proudly announces that the LP won't be riddled with big name features. "I'll stand up myself. You won't catch me leanin' on other people."