Diego Redd: "One of the hottest out of the West Coast or all over the United States" - Kanye West Endorsements like that don't come along every day. To have Kanye West, one of hip-hop's biggest names, telling the world that you're one of the hottest emcees on the West Coast, you must doing something right. You must be somebody worth checkin' for. World, say hello to Diego Redd. And while you're at it, remember the name. Write it down, take a picture, do something, 'cause he's about to re-write the rules of the rap game.This Fresno-bred emcee is catching attention from Los Angeles to the Bay Area ("There's L.A., there's the Bay, I'm from the middle of both," he boasts on his hometown anthem, "In the 'No"). Call him an emcee renaissance man, 'because he can do it all. Leaving one-dimensional rappers in the dust, Diego Redd can spit gritty street stories from real-life experience, speak consciously about what he sees in the world and how it effects his people and bust witty rhymes with the best of them. Check his charisma. You can't help but feel the raw emotion when he's behind a mic. He's the total package. A rapper's rapper (right, Kanye?). Someone who can do it all on the mic. He's from the streets. Not the thuglord supreme or the guy who bogs down his rhymes with bodycounts and tales of drug-dealing but he's lived the life, breathed it, seen it and felt it so he can damn sure rap about it. He's intelligent. Not the super-conscious emcee or the nerd rapper, by any means, but when he's on the mic, his words have substance and feeling. He's a rebel. Not content to be another casualty of the rap game -- another cat who had all the talent, but couldn't make it -- he took his destiny into his own hands and devised a plan to takeover his native Fresno, then the West Coast, then the rap world. "Diego Redd is what the West Coast has been needing," he says confidently. "All the rap stars from here's hairlines are receding."