COLUMBIA, SC - In an industry where artists trade identity for dollars and mediocrity is a mainstay on Top 10 playlists, it's refreshing to see an artist stay true to his or her craft. As tempting as it is to change one's style, most musicians could care less about acceptance, concerning themselves more with musical integrity than record sales. South Carolina rapper/producer Danny!, who recently released his third and allegedly final LP "Charm", is one out of a handful of artists that still lives by this ethos. Appealing to many crowds without ever conforming to one, many consider Danny! to be a breath of fresh air in a genre cluttered with uninspiring and often unintelligent music. "Charm", with its brilliantly-executed storyline and concept hidden inside melodic tracks and memorable lyrics, is the follow-up to 2005's lauded but quickly-forgotten "F.O.O.D." and is the first of Danny!'s albums to become available worldwide. With the aid of an exclusive distribution deal, Danny! is poised to show not only his fickle hometown but the entire globe what his purpose is: making good music.

Born to military parents in the summer of 1983, Danny! Swain never had enough time to grow roots in any particular area. With his family criss-crossing the country, the scenery was always changing and so were Swain's friends. The only long-term relationship he was able to maintain was the one he had with music. His mother supported her son's interests, buying him music equipment every Christmas, when possible. By the age of 15, after befriending several local acts and offering production work, he was a serious beatmaker and writing rhymes became his next conquest. Spending the next few years perfecting his crafts, in early 2002 Danny! was finally ready for his debut and began work on "The Danny Swain LP". But, as the oft-told story goes, the album would never see the light of day. Accused of being the ringleader in a grade-changing scandal at his college, Danny! was expelled from Claflin University and by the end of the year he was back home, dejected, depressed, and quitting music.

Two years later, he had a change of heart and reappeared on the local scene with his first full-length, "The College Kicked-Out". Though a solid effort in its own right, the success of "The College Kicked-Out" was marred from the start by a poorly thought-out marketing plan. Borrowing heavily from the title of Kanye West's debut LP, "The College Dropout", the otherwise excellent album became panned as a knock-off of a more successful and proven talent. Undaunted, Danny! relocated to Georgia for a second chance at higher education at the Savannah College of Art & Design (the alma mater of neo-soul princess India.Arie) and worked on his second effort, the venomous "F.O.O.D." (Finding Out Our Destination). Whether or not the "...Kicked-Out" criticism was the reason for the anger, "F.O.O.D." proved that Danny! was a unique rapper who wore his emotions on his sleeve, soul-searching through layers of feelings and taking the listener along for the ride. Fans began to know Danny! as a master of satire who was able to poke fun at himself and the current state of the world (particularly hip-hop) without coming off as over-bearing or preachy.

Although "F.O.O.D." went unnoticed by most, Danny! began working on his most ambitious project yet. Semi-autobiographical, "Charm" found Danny! narrating the story of an up-and-coming rapper who looks to fame as a way to escape dismal reality, and dreams that he has actually become successful. A concept album in the vein of The Miracles' 1975 masterpiece "City Of Angels", "Charm" features a protagonist -- believed to be Danny! himself -- who learns of the consequences of fame during his all-too-real dream. Part-cautionary, part-entertaining -- and eerily prophetic -- every track leads into the next, building off of the previous song's momentum. Topics ranging from despair ("Give Me A Chance") to triumph ("Charm") to touring ("Can't Wait") and encountering prejudice while on tour ("Strange Fruit") to infidelity ("Temptation") to alcoholism ("My Problem") all get covered on this 21-track disc, which boasts an impressive but slim guest roster and a surprise twist ending. The LP also pokes fun at overly-lyrical MCs ("Lip Flappin'") and features a heart-wrenching tale of an extramarital affair gone horribly wrong ("Where Were You"). "Charm"'s timeless production, thought-provoking lyrics and relevant, socially-conscious content make for a highly-enjoyable album about the ups and downs of overnight success.

"Charm" was an excellent combination of Danny!'s loopy, fascinating production and his wry, poignant lyric writing, and has received rave reviews from several different publications and online music sites. Quite a feat for an artist with absolutely no affiliations or ties to any already-established rap troupe or producer. Unfortunately, Danny!'s public disenchantment with the music industry -- voiced multiple times in various interviews -- fueled allegations of a possible retirement in early 2006, right around the time "Charm" was being released nationwide. While Danny! has neither denied nor confirmed the rumors, an instrumental album titled "Dream, Interrupted" recently surfaced from the vaults and is believed to be the prequel to "Charm". In addition, reports of an upcoming EP with South Carolina rap princess Peace and a collaborative instrumental album with producer G. Test also help to refute any claims of Danny! walking away from what appeared to be imminent success in mid-2006. If "Charm" is truly Danny!'s goodbye as a solo artist, then he has succeeded in leaving behind a lasting impression as one of the more unique hip-hop artists from South Carolina, proving the naysayers wrong and raising the bar for both MC's and producers alike.