Bryan Leach, formerly an A&R executive at the now defunct New York based label TVT Records, heard about the group and attended their Atlanta show. He was blown away by the group's immense energy. Leach told HitQuarters: "It was like early Beastie Boys, when they had the energy of a rock group but they were rapping, and that energy is what crunk music is all about." By 2002, Leach signed Lil Jon & The East Side Boyz to TVT Records with Black Market delivering the albums to the label. The group released the album "Put Yo Hood Up", which combined previously released tracks with new ones. "Bia' Bia'," which featured rappers Ludacris, Oakland rap legend, Too Short, New York based DJ, Big Kap, along with newcomer, New Orleans's rapper Chyna Whyte was the group's first single to be played nationally. "Bia' Bia'" peaked at No. 97 on the Billboard Hot 100 and No. 47 on the Billboard R&B chart. The album was certified Gold by the RIAA in June 2002.