"Growing up in a place like Mississippi, a black male has two choices: 1) stay down or 2) realize there's nowhere to go but up!". Rob Gold speaks about the love/hate feeling most Mississippi youth have for their home state. When asked about his sound and subject matter, Gold responds: "Here we can be crunk..We get money and hustle, too...but there are many political issues here that don't limit our thoughts to just that."

This must be the gumbo recipe of which Rob used to create Betta Believe Me. Flowing smoothly from the infectious "I'm Here Now" (produced by T.A. of CTE) to the Khao (Grand Hustle)-produced single "Why U So Mad?", the sound is very diverse. Many subjects are covered on one disc. The smooth transition from subject to subject won't allow the "skip" button to be touched.

When asked about the production, Rob explains, "I was blessed to get production and guidance from two of the most talented yet under-rated producers in the game. T.A. brought the U.S.D.A.-record Check to the streets. Khao has had a number 1 hit with T.I.'s "Why You Wanna." What else needs to be said?".

Receiving his start in the Pre-Katrina New Orleans Underground, Rob Gold has weathered the storm. After many setbacks including a brief prison bid, he's back and more determined than ever. "I can't give up! It's God's plan for me...You have to suffer to appreciate certain things." Gold goes on to emphasize, "I'm walking in the footsteps of Mississippians who made something out of nothing: Howling Wolf, Morgan Freeman, and James Earl Jones. It's been done before, it will be done again."