Natalac (Pronounced: nadiˈlak) / Nat, both his stage names (born Sheldon Martinez Davis on August 25, 1974, in Jacksonville, Florida, USA) is the CEO and Founder of Columbia, S.C.-based Natalac Express, and Columbia, S.C. & Jacksonville, Fl.-based Natalac Records he is also a Southern rapper. In addition to the late night commercial success of Pimp of the City, Nat is most notable for his hit singles "Step Daddy (Superman Papie)" and "Fire in Florida" and for achieving success as a Duval County rapper. Nat most notable hit is Pimp of the City. He is currently signed to Natalac Records his own label. He has "appeared" in the movie Stargate filmed in Arizona. Also Natalac's "Pimp of the City" likeness was used as the pimp character "A Pimp Named Slickback" on the Adult Swim's "The Boondocks", voiced over by Katt Williams.