Knoc-Turn'al

He's the man that Dr. Dre, Warren G and others turn to when they need help writing hit songs. He's been featured on landmark albums, hit soundtracks and released his own critically acclaimed EP. Now, with his long-awaited debut album on LA Confidential/Elektra Entertainment, "The Way I Am," Knoc-Turn'al " is poised to become a bonafied hip-hop superstar in his own right.

Chock full of catchy singles, strong concept songs and irresistible beats from Dr. DRE, Scott Storch, Timbaland, DJ Quik and others, "The Way I Am" gives fans an intimate look into the man that made his mark on Dr. Dre's "2001" album, the soundtrack for "The Wash" and his own "Knoc's Landin'" EP.

With the spotlight squarely on him with his new album, Knoc-Turn'al wants to make sure that fans get a glimpse into his world, hence the album's title. "I want people to get to know me," Knoc explains. "Within the album, I'm trying to explain to you the texture of where I've come from, where I'm trying to go, where I've been, what I need to see in my lifetime, what I hope I accomplish. I have set a lot of goals for myself and I'm trying to raise the bar on my own self so when 10 years come down the line I'm still here. The album's title track (and its equally explosive remix featuring Snoop Dogg) goes a long way to making that goal a reality. Produced by Storch, the cut's thumping drums, dramatic keyboards, choice string section and Knoc's trademark conversational flow makes it the type of undeniable cut whose shelf life never expires. Knoc sets the song off by explaining how the bond he has with Dr. Dre, DJ Quik, Xzibit, Eminem, 50 Cent and others extends beyond business. "It explains what I've been through and the respect level that people in the industry have for me," he says. "It's not like I'm somebody where they're like, Oh, here he come,' and they turn away. When I come, they're like, Look at Knoc. Here he comes.' They smile about it. They don't frown up. I'm not an egotistical person. I've got moral standards and a lot of loyalty. People like that. And it's hard to find people like that."

Knoc-Turn'al's loyalty extends to Los Angeles. He dedicates two of the album's hottest cuts, "Love L.A." and "Peepin' Tom," to the splendor of his city's culture. The former focuses on the joys of living the LA lifestyle, while the latter is like a history class of sorts for LA hip-hop fans.