Spencer Pratt making foray into rap

'Hills' star working on album with Lil Wayne producer

NEW YORK -- He's referred to himself as "the white Jay-Z," dissed Asher Roth and even released a rap single on iTunes – and Spencer Pratt says he's not done yet. The co-star of MTV's "The Hills" tells Billboard.com that he's serious about a career in hip-hop and has begun work on his debut album.

"I have two songs that are album contenders," said Pratt, who is currently in the studio with producer Steve Morales (Lil Wayne, Fabolous). "It's gonna be catchy ringtone music, just stuff that is entertaining and that people want to be hearing. I'm not the most serious dude on earth, and my music is going to represent that."

Pratt makes his commercial aspirations explicit with his current singlem "I'm a Celebrity," which the 25-year-old recorded in part to promote his role on the NBC's new season of "I'm a Celebriy ... Get Me Out of Here!" "I knew Steve was just a ridiculous producer so I was like, 'Please make me a $300,000 banger.'" Pratt said of the track. The TV show, meanwhile, aired its first episode Monday and included a premiere of the music video for "I'm a Celebrity," in which Pratt and his wife Heidi Montag sport safari gear in the woods while taunting an iguana.

Pratt said he has reached out to fellow Californian Snoop Dogg about appearing on a remix of "I'm a Celebrity." "Right now I'm just trying to negotiate his quote. I want to see if he'll give me some West Coast love, since I was born and raised. He had me on his (MTV) "Dogg After Dark" and we hung out afterwards in his trailer." It remains to be seen whether Snoop will jump on the collaboration, but one thing is clear -- Pratt won't be soliciting guest verses Eminem or Asher Roth anytime soon.

Of the recently "Relapsed" Detroit MC, Pratt said, "Honestly, I used to be the biggest Eminem fan on the planet, but the difference now is that he's so paid. My hustle is the same as his was when he was 25, coming out with his first flow." And he continues his harsh criticism of Roth, whom he recently referred to as a "nerd" in an interview with MTV News. "I want to be the antithesis to Roth," Pratt said. "If he's the good guy right now, I'll be the villain. I'm more hated than Eminem ever was, so why can't I be the hated rapper?"

Pratt's producer Morales echoed that sentiment to Billboard, questioning the authenticity of Roth's debut album, "Asleep in the Bread Aisle." "That's not real hip-hop," argues Morales. "That's (CEO of SRC Records) Steve Rifkind's idea of hip-hop." When reached for comment, Roth brushed off the diss as a promotion gimmick. "This is what people do when they're out of options," Roth said. "They try to do WWF-type stuff, and I'm not interested."

With or without two-way beef, Pratt intends to release his album by the end of 2009 through his own label, tentatively dubbed Great White Records. "The future landscape of music is just so uncharted. I want to have another conversation in two years, and I bet Google Records and Yahoo Records will be the only labels around ... and if anybody is buying music from anything but iTunes in three years, I'll be surprised."

"Right now I just want to be able to own all my masters," Pratt said, "because the market I'm selling to can just get my music digitally. All I have to do is Twitter about it."
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