Avant, Universal Music's R&B Recording Sensation Visits IMPACT210

NEW YORK (IMPACT210, Impact210.com) - The Magazine got up close and personal with Universal Music recording artist Avant when he stopped by their offices earlier this week. He will be featured in an upcoming issue of IMPACT210: The Magazine, www.impact210themagazine.com. After making his professional music debut in 1998, R&B singer Avant has been busy solidifying his place in the music industry.

Hailed as the "new voice of ghetto soul" and acknowledged as the first act signed to NBA great Magic Johnson's Magic Johnson Music, Cleveland, Ohio native Avant's debut album, My Thoughts was issued by MCA Records on May 2, 2000. Around the same time, the 22-year old singer/songwriter was enjoying a Top Five Billboard R&B/Hip Hop hit single, "Separated." The video for the song was getting massive play on cable channels BET and The Box.

Even with all of these accolades, the singer had to contend with critical backlash that much of his style was borrowed from other crooners. And though his music was unquestionably well received, even many of his fans were uncertain about who Avant was as a person. This time around, Avant assumes more control over his sound and the key people supporting him. He signed with new management and collaborated with a bunch of A-list producers like Jermaine Dupri and Rodney Jerkins to take his sound to the next level.

The result is a fourth album that is unquestionably his best to date. Breaking free of the cookie cutter mold that plagues so many other artists, Avant poured his heart and soul into Director, an album titled to celebrate his creative control. His lead single 'You Know What' is a saucy mid-tempo cut featuring Lil' Wayne.

With his latest release, Avant has the experience and accolades for the job as Director and most important, the soothing vocals and lyrical abilities to put the love back into lovemaking.