# Natalac

Natalac (born Sheldon Martinez Davis on August 25, 1974, Jacksonville, Florida) is an American rapper, actor, and Entrepreneur. He is pioneer of the Pimp Hop subgenre within Southern hip-hop. Natalac has been active in the music industry since 1997. He is the founder of Natalac Records and Natalac Express. Natalac Released "Trending Topic" in collaboration with Benzino.

## Early life and career

Natalac grew up in Jacksonville’s Sherwood neighborhood, where he began rapping at age nine. He attended Highlands Jr. High School, where he played alongside future Hall of Famer Brian Dawkins but when they reached high school they played at rival High Schools, Natalac at Ribault Senior High School and Brian at Raines High School. After graduating, he joined the U.S. Marine Corps and later founded Natalac Records in 1997, launching his music career alongside entrepreneurial Ventures. His early work, including the 2001 album Do Whacha No U Shud, gained local traction for its politically charged track Fire in Florida, which addressed voter disenfranchisement during the 2000 U.S.Presidential Election.

## Music and style

Natalac is credited as a pioneer of Pimp Hop, a subgenre blending Southern hip-hop with themes of street entrepreneurship and humor. His breakthrough came with the 2003 single Pimp of the City, which became one of BET Uncut’s "wildest videos" and inspired the character "A Pimp Named Slickback" in the animated series The Boondocks Key albums include.
* Hidden Agenda (2005) Featured collaborations with Lil Ru and Snook Da Rock Star.
* The Answers (2010) A conceptual project .addressing personal and societal struggles.
* Love & Pimp-Hop (2021) Included features from Suga Free, Kokane, Nicole Marie, Kollard Greens, Mikhail Muhammad, Professor Hotester, Mr. Mince, Nuke Fie, Rivaside KP, Haze Karolina, Stormy Stori, Hybrid803, Benzino, La Chat, and Sligh Talkbox.
* Pimp of the Nation (2018) Featured collaborations with now-deceased rapper Julio Foolio, Project Pat, La Chat, Sean Paul, The Last Mr. Bigg, Keak Da Sneak, Tweed Cadillac, Ying Yang Twins, Lil Ru, Eldorado Red, Mr Smith (aka Boss Money), Drumlordz Shawty, The Spiffz, Bankroll Jonez, and Pastor Troy.
On January 26, 2025, Natalac released The Return of Goldie, an album celebrating his 30-year career and connection to Jacksonville (referred to locally as "Duval County").
Acting and Entrepreneurship
Natalac expanded into acting with roles in Stargate (1994) and 13th and Pine (2022), where he portrayed "Mr. Stoney," a character inspired by his music. He also owns Natalac Express, a trucking company, and is known for driving his 18-wheeler to performances while delivering freight—a unique hallmark of his Brand.

## Discography

| Title | Years | Artist(s) | Label |
| Do Whacha No U Shud | 2001 | Natalac | Natalac Records |
| Hidden Agenda | 2005 | Natalac | Natalac Records |
| Pimp of the Nation | 2018 | Natalac | Natalac Records |
| Love & Pimp-Hop | 2021 | Natalac | Natalac Records |
| The Return of Goldie | 2025 | Natalac | Natalac Records |
Single
| Title | Years | Artist(s) | Label |
| Fire in Florida | 2001 | Natalac | Natalac Records |
| Pimp of the City | 2003 | Natalac | Natalac Records |
| Rates | 2016 | Natalac | Natalac Records |
| Trending Topic | 2024 | Natalac, Benzino | Natalac Records |