Over time we’ve profiled social media’s impact on the music industry, covering artist including RadioHead and Soulja Boy, but not to be out done is Grammy award winning rapper and record label CEO, Chamillionare. The north Houston underground mixtape giant, boasted over 3.5 million hits on his personal website prior to his major label deal with Universal Music.

Chamillionare talks with Mashable’s Pete Cashmore after the Digital Hollywood Conference in Los Angeles. In the interview Chamillionare discusses how social media sites contributed to his success in ringtone and album sales, as well as how the current music industry metrics don’t accurately reflect the popularity of an artist’s album. Chamillionaire also discusses how Weird Al’s YouTube parody of “Ridin” (White and Nerdy), help propel the 2006 single to #1 and his subsequent award of Best Rap Performance by a Duo or Group.