No Limit rapper Mr. Serv-On served it up on this week's pop album charts, as his sophomore album, "Da Next Level," was the highest debut on the SoundScan charts -- coming in at number 14 after selling some 70,000 copies.

The first single from Serv-0n's new record is "N.Y. to N.O.," a collaboration with rap heavyweight Big Punisher, and the accompanying video for the song was recently filmed on location in New York City.

MTV News dropped by the set of the video shoot and talked with Mr. Serv-On, who was raised in the same New Orleans neighborhood as his No Limit boss, Master P, about he arrived at his rather unusual name, which has as much to so with surviving than serving.

"I just did whatever I had to do [when I started out]," Serv-On told MTV News, "if I could send you a pair of socks with a hole in it [to prove it, I would.] I did it to survive and do whatever, and even when it comes to this rap thing, if you break it down, [I've] survived every rugged vendetta on me."

"No matter what you put in front of me," he continued, "I survived it. I just did what I had to do, served it any way I had to make sure I was there in the end, and I'm still here." [28.8 RealVideo]

Equipped with such serve-vival skills, Mr. Serv-On has apparently positioned himself so as not to miss out on the looming future of music distribution via the web, as the rapper also owns an Internet video design company.