SwaVay 'JUGG' Premiere
He took some time to sit down with office and chat about origins: of his sound, of himself, and of the body of work coming out this summer— which will, according to the artist himself, "make you cry and wanna steal some shit". And we can't wait.
Describe your sound.
My music is all over but at the same time it’s really cohesive. Like yeah I make rap and make R&B and sometimes I do some pop shit but it’s all me. It’s all Atlanta. And it’s definitely all hard as fuck. Unapologetic as fuck too.
In an industry so obsessed with labeling, how have you managed to stay working outside of the box?
I genuinely just don’t give a fuck about the industry. I only care about the art and the execution. And as far as labeling, it’s like why? You know? Why make something one thing?
How does your relationship with Atlanta impact the music you make?
It defines me. It’s my accent. It’s my dialect. The way I tell you things, how I tell you things. There isn’t a SwaVay without Atlanta.
Who are your biggest musical influences?
I’m 25 so I grew up on kendrick Lamar, drake, Cole and those guys. Kid Cudi too. But alot of who I am comes from the things I studied that came before me like Nas, Hov, Snoop and Dre, Eminem too. Eminem taught me how to tell a story. Gang Star/Guru taught me how to use my voice. So it’s a combination of what I grew up with and the OG’s.
Who are your biggest influences outside of music?
Probably my friends. Allen Iverson. I fucking loved Allen Iverson growing up. I still do.
Having Metro Boomin trust in your talents has to be pretty affirming. How did you two initially link up?
I met him on Twitter believe it or not. He found me from a promo page I think he asked to hear more music and link me in the studio when he got back from Vegas. From there he signed me to his label and even though I’m not over there anymore; he’s literally so instrumental to my career. He took a risk on me. He’s my big brother. He saved my life.
If you could collaborate with one artist — past or present — who would it be?
From the past? Maybe Tupac. I would love to make something vulnerable with him. Today though? I really want to do something with Rosalia or like Frank or something. I talked to Rosalia a few times but I’m too pussy to ask for a feature.
I believe in your vision and feel like you have the potential to shake up the world of music, how do you plan to make your mark?
By doing whatever the fuck I want and keeping shit as honest as possible. Making it okay to be from my city and to do something different. To sound different. Live different. And after that, being the best rapper to ever live.
What can we expect from the new album you’re dropping this summer?
My album is an autobiography of what’s it’s like to be a young black kid from Atlanta today. It’s very vulnerable. It’s cohesive. It’s hard hitting. Shits gonna make you cry and wanna steal some shit.