Plies makes best of his new-found success by working with fellow artists he respects

Rapper Plies says he's plenty aware of the hip-hop marketplace's short attention span, which is why he released his sophomore album, Definition of Real, less than a year after his 2007 debut, The Real Testament.

The album contains the single "Bust It Baby Part 2" featuring Ne-Yo. The track is No. 2 on Billboard's Hot R&B/Hip-Hop Songs chart, making it a clear summer hit.

"I strategically work with who I respect as a fellow artist," said Plies, who will perform Friday at SuperJam at the Greensboro Coliseum. "I met Ne-Yo in California and he told me how big a fan he was of my work and I told him the same about him. Then he blessed me with the ‘Bust It Baby Part 2' chorus, which has been the quickest-growing record in my history. I can't thank him enough."

The new album also features turns by Trey Songz, the-Dream, Keyshia Cole and J. Holiday and production by J.R. Rotem, Drumma Boy, BC, Midnight Black and DJ Nasty.

Born Algernod Washington, Plies was raised in Fort Myers, Fla. He was attending the University of Southern Florida in the late '90s, while his brother, Ronell "Big Gates" Levatte, was starting a hip-hop label, Big Gates. Soon Plies found himself in front of the microphone.

While struggling to teach one of Big Gates' artists the hook for a song, Plies recorded his own as a demonstration. When Levatte heard it, he was impressed enough to offer Plies a deal.

Plies soon broke through with mixtapes that were sold hand-to-hand around Florida and garnered the attention of Ted Lucas, the chief executive of Slip-N-Slide Records. Lucas signed Plies in 2004 and two years later brokered a distribution deal for his albums.

Mainstream recognition came last summer with the single "Shawty" featuring T-Pain, which offered a radio-friendly hook more in the vein of R&B. The track reached No. 2 and No. 9 on the Hot R&B/Hip-Hop Songs and Billboard Hot 100 charts, respectively. The Real Testament has sold 498,000 copies in the United States, according to Nielsen SoundScan.

"‘Bust It Baby Part 2' has grown a life of its own," product manager Dionne Harper said. "We're going to do a reality show branding the term, a clothing line and a calendar. It'll all be an extension of the ‘Bust It Baby' movement and give people insight into Plies and his environment."

Last time around, Plies shot videos for eight songs, which were released every week shortly after The Real Testament hit stores. "100 Years" and "Runnin' My Momma Crazy" have collectively amassed more than 4 million plays on YouTube, and Plies' My­Space page, where fans can also view the clips, touts more than 35 million views. Another seven videos were recently shot to help introduce the new album.

"I don't want to spend $130,000 of my promotional budget on one video," said Plies, who now owns a stake in Big Gates Films, which shot his original clips. "I would rather use my own film company and put that money toward getting seven videos done for a little over $20,000 a pop."

As for the "Bust It Baby"-themed reality show, the Webisodes depict numerous women auditioning for a slot to compete for Plies' affection, akin to VH1's Flavor of Love. Plies is in talks with VH1 and Oprah Winfrey's Oxygen Network for distribution. Mobile company partnerships are still being negotiated, as is the third single, which is slated to drop in the next several weeks.

But despite his success, Plies is viewing the entertainment business through wary eyes. "I never want to think this is the only thing I can do," he said.

"This career isn't life or death for me. I can honestly tell you that if this ... stops tomorrow, I could find something else to do and be successful."

Showtime

Plies will perform at SuperJam Friday at the Greensboro Coliseum.

The other performers will be Flo Rida, Shawty Lo, The Dream, Dolla, Ray J, Sheek Louch and 2 Pistols.

Showtime is 7:30 p.m., but there will also be a 102 Jamz Block Party in the coliseum's pavilion at 3 p.m. Admission to the block party is free with a SuperJam concert ticket.

Tickets are $10, $15, $25 and $28.50. Call 336-722-6400 or go to www.ticketmaster.com.