With his eighth album due in November on his own label, MC Hammer is still too legit to quit.
And the return of MC in his name is a sign of things to come for the artist otherwise known as Hammer. “This is classic MC Hammer hip-hop,” promised a publicist at the artist’s WorldHit Music Group label, a division of Hammertime Holdings Inc.
The Autobiography of MC Hammer, the rapper’s first album under that name since 1990’s breakthrough Please Hammer, Don’t Hurt ’Em, will feature a slew of guest performers from his label, including Pleasure, the Stooge Players, Analise, James Greer and Chuck Get Down.
Each of those artists will put out an album on WorldHit this year or next.
“I have been able to meet and work with artists who are not generally known in the music business,” Hammer said in a statement. “I intend to put them on the charts.”
Diverging from commercial rap to a hard street style and later to a more spiritual approach, MC Hammer hasn’t been on the charts since the early ’90s, when he scored huge with singles such as “U Can’t Touch This” and “Pray.” He hopes this new project and a few others slated for fall will help him make a comeback.
Among these efforts are an introspective DVD, to be released around the time of the album. It will include new videos, profiles of Hammer and other WorldHit artists, and dance instructions. It will also include a profile on Hammertime Holdings.
The WorldHit publicist said Hammer will promote the record with a world tour in the fall.