2007–2009
In 2007 the label released Bobby Valentino's second album Special Occasion, Valentino released the album's first single titled "Turn the Page" with mixed reviews. His second single, "Anonymous" featuring Timbaland, was released on April 9, 2007. Overall, the album received positive reviews from critics and audiences. Special Occasion debuted at No. 3 on the U.S. Billboard 200, selling about 92,000 copies in its first week, just over one-half of his previous album's first-week sales.[6] The album eventually peaked at No. 1 on the Billboard Top R&B/Hip-Hop Albums chart.[7][8] Since then the album has sold approximately 270,000 copies[9] In fall of 2007 the label released Playaz Circle's debut album Supply & Demand, their highly anticipated debut album featured the hit singles "Duffle Bag Boy" with Lil Wayne, "Betta Knock" and "U Can Believe It" with Ludacris. That same year Chingy returned to the label and released his fourth album and second with the label Hate It or Love It, the first official radio single was "Fly Like Me" featuring Amerie. The second single was announced by his Myspace and was "Gimme Dat" Feat. Ludacris and Bobby Valentino. The album debuted at #84 on the charts, selling 31,000 copies. The album failed to match the success like his first studio album, which was why Chingy was dropped from the label months after.
In early 2008 Bobby Valentino confirmed that he was no longer signed to either Def Jam or Disturbing The Peace during an interview with DJBooth.net. He stated: The decision to leave [the label] was totally mine. I sat down with Ludacris and Chaka Zulu, and I explained to them that it was time for me to venture out on my own. They had no problem with it; they are cool with it, no beef at all.
Despite Special Occasion's gold certification, Valentino was reportedly frustrated with the album's delays and less than expected sales, culminating in his decision to leave the labels.[10] Although business ties have been severed, Valentino maintains positive relationships with CEO Chaka Zulu, Ludacris and the DTP/Def Jam staff. Nearly the end of 2008 the label released Ludacris' sixth album Theater of the Mind, the album spawned three singles the first official single was "What Them Girls Like", "co-starring" Chris Brown & Sean Garrett. The single peaked at #33 on the Billboard Hot 100. The second official single was "One More Drink", "co-starring" T-Pain, peaking at #24 on the Billboard Hot 100. The third single was "Nasty Girl", "co-starring" Plies. Though the album was well received by music critics, it debuted at number five on the Billboard 200, selling 214,000 copies in its first week. It was his first album since 2001's Word of Mouf to not reach number-one status, and his lowest charting album since his debut. To date, the album has sold about 671,000 copies, achieving a gold certification.[5]
In 2009 the label released Willy Northpole's debut album Tha Connect. The album's first single was "Body Marked Up" and second "#1 Side Chick" featuring Bobby Valentino. The album's first week sales were 2,896. As of October 18, 2009, the album has 7,000 record sales. The album reviews were positive for a debut album, but at the same time, it was bashed for providing few features. Ludacris was supposed to be on his album, but the track he was to collaborate on did not clear in time for the album release date. Poor sales for the album were blamed on a lack of promotion and the death of Michael Jackson two days after the release of the album.[11] By late 2009 the label released Playaz Circle's second album Flight 360: The Takeoff. It spawned five singles "Stupid", "Hold Up", "Can't Remember", "Yeah We Gettin' Rich", and "Big Dawg". The album debuted at #74 on the Billboard 200, selling 8,000 copies. As of December 2009 the album has currently sold 31,000. That same year the label signed new talent, Rudy Currence, rap group B.X.C., rap group TK N CA$H, and Lil Scrappy who left Lil Jon's BME Recordings.[12][13] Also that same year Ludacris and Shawnna confirmed that they would release a collaboration album together titled Battle of the Sexes, set for Summer 2009, but Shawnna reportedly split from the label later that year and signed to T-Pain's Nappy Boy Entertainment. Then it was later reported that Shawnna was removed from the album and became a solo album by Ludacris with guest appearances.
