From Jacksonville to Hip-Hop Recognition
Sheldon Martinez Davis, professionally known as Natalac, is an American rapper, singer, entrepreneur, and military veteran whose influence on Southern hip-hop has stretched across more than three decades. Born on August 25, 1974, in Jacksonville, Florida, Natalac has built a reputation as one of the pioneers of the Pimp Hop Pimp Rap movement, combining authentic Southern storytelling with entrepreneurial ambition.
Unlike many artists who focus solely on music, Natalac has successfully balanced a long-running independent recording career with leadership in the logistics industry, creating a unique legacy that extends beyond entertainment.
Early Life and Military Service
Natalac discovered his passion for music at the age of nine, writing and performing rap lyrics while growing up in Jacksonville. His early experiences shaped the distinctive style that would later define his career.
Following his education, he proudly served in the United States Marine Corps, demonstrating discipline and commitment before returning to pursue music full-time. His military background helped shape the work ethic that has become central to both his music career and business ventures.
Establishing the Pimp Hop Movement
Natalac officially entered the music industry with the release of his debut album, Do Whacha No U Shud, in 2000. The project introduced audiences to a bold Southern sound that would later become closely associated with the Pimp Hop subgenre.
Over the years, he has independently released more than 15 studio albums through Natalac Records, maintaining complete creative control while building a loyal fan base across the Southern United States and beyond. His commitment to independent artistry has allowed him to remain authentic while continuously evolving his sound.
“Pimp of the City” and Underground Success
Natalac achieved widespread underground recognition with his 2003 single “Pimp of the City.” The music video gained significant exposure after receiving regular rotation on BET Uncut, introducing his unique style and personality to a national audience.
The success of the record established him as one of the most recognizable independent artists within Southern hip-hop and helped define the visual identity associated with Pimp Hop.
Influence on Pop Culture
Natalac’s cultural impact extends beyond music. His unmistakable appearance and performance style in the “Pimp of the City” video became a direct inspiration for the legendary Adult Swim character “A Pimp Named Slickback” from The Boondocks, voiced by comedian Katt Williams.
The connection highlights Natalac’s lasting influence on both hip-hop culture and modern entertainment, demonstrating how his artistic vision reached audiences far beyond traditional music platforms.
The Return of Goldie: A New Chapter
Continuing his momentum, Natalac released his fifteenth studio album, The Return of Goldie, on January 26, 2025.
The 12-track Southern hip-hop project reflects on personal growth, perseverance, career achievements, and the experiences that shaped his journey. Throughout the album, Natalac pays tribute to Duval County, celebrating the community that helped launch his career.
The album features collaborations with several respected artists, including:
- Benzino
- JT Money
- Haze Karolina
- Mr Smith (Boss Money)
- Cold Day in Hell (Mook Montana)
- YatBat
Notable tracks such as “Trending Topic,” “Rich Niggas,” “Duval Dade,” and “D.U.V.A.L.” showcase Natalac’s signature Southern sound while reinforcing his continued relevance in today’s independent hip-hop scene.
More Than Music: The Trucking Rapper
Outside the recording studio, Natalac has become equally recognized for his entrepreneurial success.
He serves as the Chief Executive Officer of Natalac Express, a commercial freight and logistics company operating throughout South Carolina and Florida. His business reflects the same determination that has fueled his music career for decades.
Known by fans as “The Trucking Rapper,” Natalac is among the very few recording artists who possess a Commercial Driver’s License (CDL) and personally operates his own 18-wheel tractor-trailer. Whether traveling to concerts, media appearances, or business engagements, he frequently drives the truck himself—an uncommon achievement that has become one of his defining trademarks.
Independent Success Through Determination
Natalac’s journey represents the power of independence, resilience, and entrepreneurship. Rather than relying on traditional industry structures, he has consistently built his career through self-reliance, business ownership, and direct engagement with his audience.
His accomplishments in music, military service, and logistics illustrate a rare combination of creativity and discipline, making him one of the most distinctive figures in Southern hip-hop.
Legacy
With more than thirty years in the entertainment industry, a catalog of independent releases, influence on popular culture, and success as both a musician and business owner, Natalac continues to inspire aspiring artists and entrepreneurs alike.
As the pioneer of Pimp Hop and the face behind Natalac Express, Sheldon Martinez Davis has proven that lasting success comes from innovation, perseverance, and staying true to one’s vision. His legacy continues to grow as he expands both his musical influence and entrepreneurial footprint while proudly representing Jacksonville, Florida, and the Southern hip-hop community.
