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Phalon Anton Alexander, known professionally as Jazze Pha ( JAZ-ee FAY), is an American record producer, rapper, singer and songwriter. He founded the record label Sho'nuff Records in 1995, through which he signed R&B singer Ciara in 2003. He produced her 2004 single "1, 2 Step," which peaked at number two on the Billboard Hot 100, and he served as executive producer for its parent album, Goodies (2004). Released in a joint venture with LaFace Records, the album was met with critical and commercial success, although she parted ways with Sho'nuff shortly after.
During the remaining decade, Alexander's subsequent productions proved commercially successful. He is credited on the Billboard Hot 100-top ten singles "Get Up" also for Ciara and "So What" for Field Mob, the top 20 singles "Let's Get Down" for Bow Wow, "Let's Get Away" for T.I. and "Just Fine" for Mary J. Blige, as well as the top 40 singles "Area Codes" for Ludacris and "Do That..." for Birdman. Alexander is also known as a hype man for many of his productions, for which he may often perform as a credited recording artist or backing vocalist. Apart from Ciara, his Sho'nuff label has signed the musical acts Ayo & Teo and Cherish. As a recording artist himself, he signed with Elektra Records to release his debut album in 1990.