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In the desert there is an oasis where fantasies are sought and dreams are bought, where neon lights hypnotize and beautiful women mesmerize. In the midst of all the glitz and glamour Las Vegas is so infamous for lies an underworld culture. This culture is "Pimp Hop" and its father is none other than living legend "Revenue Hefner". Revenue was born in the late 70's in present day ground zero of the Katrina disaster where the young die and only the strong survive. The trials and tribulations of his life left a bitter taste of poverty that fueled his hustler's ambition and from day one he set to out to be a success by any means necessary. Rags to riches is something that most poor people fantasize about let alone fathom. In reality when the total control of beautiful women, fast cars and an endless flow of revenue are an everyday thing one starts to remember the past, because that is the one thing no one can escape. One realizes what was once thought to be enough will never be enough and so it has been with Revenue.

Influenced by such revolutionary figures as Malcolm X, Huey Newton, and Bob Marley Revenue carries the consciousness of a generation who's felt they've been failed by the system. He is exposing the harsh realities of the underworld with witty punch lines, thought provoking lyrics and a melodic flow that holds the nostalgia of the old school but the energy of the new school. Realizing that the problems in this country are now bigger than race he is shedding light to the Timothy and Tyrone complex that is dividing our society, as he says, "It's not white America, black America anymore. The only color in America that matters is green. It's rich America, poor America, but this is as old as the bible. You remember the haves and have nots." His underlying message is making people realize that no matter where one came from one can take the negative elements in their life and turn that into positive experiences of self-empowerment. Revenue is motivating the streets with his galvanizing mantra P.I.M.P. an acronym for "Prestige, Image, Money, & Power" and is pushing for the future generations to take control of their destinies. From backpackers to gang bangers he appeals to everyone with tracks ranging from club bangers to street anthems to socially conscience songs that makes one think. His versatile style can accommodate any instrumental. Revenue has the swag that the streets respect with the charisma that will make your grandma fall in love with P.I.M.P. Hop.

Tired of seeing Hip Hop being exploited and with the true culture becoming more and more of an artifact he chose to break away. With his divorce from Hip Hop, Revenue embraced a new sound and called it P.I.M.P. Hop. Yet P.I.M.P. Hop is more than a new sound. Revenue has created a blueprint for success which is now evolving into a motivational movement towards self-transformation that breaks down to the principles of Prestige, Image, Money and Power. As he explains it Prestige is how one holds themselves to the rest of the world. Image is how the rest of the world perceives you. Money is a tool to be used in cultivating and acquiring one's desires. And finally there's Power which encompasses realizing the infinite power of self and gaining power to influence things in society. In his music Revenue talks about exactly what he plans on doing when he says, "Ready set focused. It's a take over."

Using his self-authored blueprint he has managed to single-handedly run his own independent production label Stack-A-Grip Entertainment, father the P.I.M.P. Hop movement, and establish himself as the face of Vegas. Sporting a 702 pendant and a diamond encrusted microphone Revenue proclaims that he is talking from the city of sin with his music. Never forgetting where he came from Revenue reminds you every chance he gets, "I do more than just rap." Revenue recently finished collaborating with mixtape king DJ Drama to drop the new Gangsta Grillz: PIMP Hop Introduction which showcases tracks with such living legends as Bun-B and E-40. He is taking this P.I.M.P Hop movement "world-wide" and he won't stop until the whole world knows the name Revenue. Also be sure to look out for his new album "By Any Means Necessary" which features tracks with Scarface and Crooked-I. One can check him out online on his myspace jump off at: myspace.com/revhef.