In 2006, Bay Area hip-hop was about to dominate the music industry. People across the country were "going dumb" to E-40 and Keak Da Sneak's chart-topping "Tell Me When to Go." Mistah F.A.B. and the Pack were becoming household names. The hyphy movement - the Bay Area's unique brand of party music-was moving at full force. Inevitably, copycats sprouted, using hyphy as a gimmick to attract listeners. Soon, the music got repetitive and, with less airtime for hyphy artists on local radio stations, the media attention vanished. The Bay Area music scene took a major hit.

With hyphy drifting out of the national spotlight (for now), the Bay Area's independent artists are stepping up. Enter Machete Vox, a new San Francisco record label poised to return the Bay Area to prominence in the post-hyphy world.

Founded by veteran San Francisco rapper/producer Boac and producer Dnae Beats, the record label has evolved into a small collective of artists who emphasize creative expression rather than following commercial trends. Their label sampler, "Sneak Preview," available today on iTunes and at select retailers, will give listeners a taste of their sound: raw yet refined, full of obscure samples, synths and tight drums for that signature Bay Area slap, paired with battle-rap bravado and thoughtful, creative sensibilities. "Throw in some intangible extra special something that you can't put your finger on," Boac says, and what you have is Machete Vox. "You can't really explain what it is. We're just better."

Boac isn't being cocky, either. Holding a high standard for quality musicianship, he and Dnae were very selective when choosing their starting lineup, which includes Conceit, winner of last year's YouTube On the Rise Rap Edition, a national competition in which the winner gets a chance to record a single with G-Unit/Interscope, among other prizes; and Z-Man, whose group One Block Radius recently inked a deal with Mercury/Island Def Jam.

Together, Machete Vox just might put San Francisco hip-hop on the national radar again, doing what acclaimed indie labels Stones Throw and Definitive Jux have done for L.A. and New York's respective underground scenes. Here's a rundown of the artists signed for Machete Vox's stable.

Boac

Affiliations: Machete Vox, the Earthlings

In the crates: "Modern Originalus" (1998), "Thought Bubbles" EP (2001), "Plot Will Twist" (2006)

Look out for: an untitled solo LP and "Year of the Hustle" by Million Bucks (Conceit and Boac)

San Francisco native Boac has paid nearly two decades worth of dues in the local music scene. Instead of being jaded by his years grinding on the local circuit, he continues to be inspired. "It's the only continuity in my life. Everything else could go to hell, but I still get excited about music," says the charismatic rapper and producer, who conceived the label in 2005 before partnering with Dnae. Boac's name is a loose acronym for Banging Out All Classics, and he's been doing just that ever since dropping his mythic "Modern Originalus" in 1998. Though making money is crucial - "I can live without the jewelry, but can't be broke," he quips on "I Need Money" - he remains wary of the changes within the business. "We have no illusions of the industry and the old business model, or the unknown territory that we're stepping into with the digital age," says a self-aware Boac. "The reality of it is, we're not going to be selling music, we're going to be giving away free dope music. Just come to the shows and buy a shirt."

Conceit

Affiliations: Machete Vox, Gurp City, Hardly Celebs

In the crates: "Wasted Talent" (2006)

Look out for: "Last of the Scohicans"

It was a year ago that Conceit won YouTube's One the Rise Rap Edition video contest, scoring him gear from Guitar Center, a New Year's Eve performance for YouTube at New York's Highline Ballroom, and the chance to record a single for G-Unit/Interscope Records. It took a few months before he finally made it into a New York studio to work with Interscope producers. Unsurprisingly, they wanted something with more pop appeal than Conceit's battle banter and commentary. Refusing to budge, he stayed true to himself instead of dumbing down and churning out a club track, which is why the ultimate fate of the record is still in question. But that doesn't faze the calm, affable and focused Conceit. He's currently working hard to put the finishing touches on his Machete Vox debut, "Last of the Scohicans," produced exclusively by Boac and Dnae.

Dnae Beats

Affiliations: Machete Vox

In the crates: "Eternal Autumn" (2005), "The First Hundred Is the Hardest" (2007)

Look out for: "Escape 2 Mars" with Gift of Gab of Blackalicious

The panoramic view of the city from Dnae's cozy Alamo Square apartment serves as his muse. Day and night, he stays in his studio, pushing buttons, stroking keys, twisting knobs and sampling records from his vault of vinyl. His versatile production stretches from soulful to futuristic, with touches of smoky dub. Dnae's beats have been enhanced by contributions from performers such as such as Pigeon John, Mr. Lif and Psalm One. Previously signed to a New York record label, he recorded a compilation that never got released. Now, he's decided to put his career in his own hands. "If you're gonna do it best, you do it yourself," Dnae says. He salvaged some of the recordings for his 2007 compilation, "The First Hundred Is the Hardest." As he creates "blappers" ("beats that bang") for Machete Vox, he also remains active outside of the camp, most notably producing an entire album for Gift of Gab, from the heralded Oakland duo Blackalicious. While it won't be released on Machete Vox, any exposure is good exposure for the label. "I always rep Vox," Dnae says.

Z-Man

Affiliations: Machete Vox, Gurp City, One Block Radius

In the crates: "Dope or Dog Food" (2004), "Don't Forget to Brag" (2005), "Long Story Short" with One Block Radius (2005)

Look out for: his upcoming Machete Vox debut, "Six Pack of Dynamite"

Z-Man's alt-pop outfit One Block Radius recently signed a deal with Mercury/Island Def Jam. Their new single, "You Got Me," is already buzzing on mainstream radio stations across the country, so don't be surprised when you see the self-proclaimed "Crumb of the Bay" on TV. But those already familiar with Z-Man know that One Block Radius shows a tamer side of the San Francisco indie rap cult hero, whose 4-track tapes and Gingerbread Man alter ego (a doped-up, thugged-out, gun-toting cookie) helped land a one album deal with Oakland collective Hieroglyphics in 2004 for his "Dope or Dog Food." "It's a whole different game with this mainstream s-," says Z-Man, who's currently on a national promo tour for One Block Radius. "It's pretty surreal. I'm still kinda like, 'I don't think so ... really?' " Despite the recent brush with fame, he asserts, "The underground s- is my heart and soul." While One Block Radius is decidedly pop, Z-Man as a solo artist is grimy, crazy, comedic and as animated as his artwork (he drew the cover for "Sneak Preview"). His work is not exactly radio friendly, and probably best kept out of your child's earshot. Look out for "Six Pack of Dynamite," tentatively scheduled for a January release on Machete Vox.

"Sneak Preview" release party: 10 p.m. Friday, Elbo Room, 647 Valencia St. Hosted by Gift of Gab (of Blackalicious). Performances by: Million Bucks (Boac and Conceit), Psalm One (Rhymesayers), Dnae Beats. DJs: Aron, B.Cause, Strategy; $5 before 11 p.m., $10 after. For tickets, call (415) 552-7788; tickets available day of show only.

To hear mp3s by some of the Machete Vox artists, go to sfgate.com/entertainment.