M. C. Mack personified cool sophistication in the photo on his 2003 Macknificent CD cover. Describing the picture, Mack said he's at a long table "sitting back on a chair with my feet up, all-white jogging suit and cigar, wine glass in my hand."

On his new CD, Pure Ana Part 1, Mack is dressed in black and pointing a gun straight at the camera.

"I get a lot of flak from this particular image," he said, adding, "Like at the convenience stores that sell my CDs. Some won't accept it: 'You gotta gun on the front of it.' "

He described his Macknificent album as more "stylish" and his new album as "more on the street side."

As for the music, the production is the only difference in the new album, Mack said. "I basically branched out and opened up doors, reaching out to other producers."

The CD is "still Memphis style," which is "the rolling snare drums and hard bass and crunk lyrics. Fast crunk party music. Used to call it 'fight music.' ''

So, why the gun?

"I rap kind of fast," he said. That's 'pure ana' — pure animosity. I'm shooting my lyrics like a .38."

He got the idea from the N.W.A. Straight Outta Compton CD that "gives that same camera view with the guy standing up and the camera man down on the ground looking up."

His new CD features fellow Memphis artists, including Kingpin Skinny Pimp, Lord Infamous from Three 6 Mafia, Gangsta Boo and Al Kapone.

"KNOZAAN" is Mack's first single. It stands for the expression, "Know what I'm saying?" The song, which features M Child, is "basically talking about Memphis. It starts off, 'I'm from a place where them fools be saying, "Man." Know what I'm saying?' "

Some of the songs deal with the music industry. "Pure Ana" is about "how it's fun to do music, but the industry and the business side of it is not so fun."

Al Kapone is featured on "Hell Naw," one of the "graphic" songs. The rap, a "club song," is "hype and fast and has got some strings in it."

Pure Ana Part 1 features 18 songs. Mack also has recorded two future CDs: Pure Ana Part 1.5 and Pure Ana Part 2.

M. C. Mack

Mack performs at 11 tonight at The Plush Club at 380 Beale. No cover charge. Call: 527-0025.