If there was any lingering doubt that Memphis was experiencinga full-on hip-hop renaissance, the past 12 months erased all that. The year was filled with the arrival of several bright new stars, various viral sensations and next-level jumps for the Bluff City’s hip-hop elite.
With a new year looming, here’s a look at five artists who look to keep the city’s musical momentum going.
NLE Choppa
Ahead of his buzzed-about Beale Street Music Festival appearance this past May, we wondered whether NLE Choppa was going to be a short-lived cultural flash or one of the biggest artists to come out of Memphis in years. That question will likely be answered in 2020, and it’s looking very much like Choppa will be the latter.
Few local success stories have been as fast or remarkable as that of the charismatic 17-year-old East Memphis native born Bryson Potts. Released in January, Choppa's video for "Shotta Flow" quickly garnered some 10 million views on YouTube and now has been seen more than 110 million times. His recent release “Camelot” — which came out in September — has racked up 65 million views. Both those songs hit the Top 40 of the Billboard charts, out-of-the-box achievements that led to a label bidding war for Choppa's services.
In the end, Choppa reportedly turned down several multi-million-dollar label offers, before eventually securing a partnership with Warner Records. Under the Warner umbrella, Choppa will lead his own imprint, titled No Love Entertainment and release his solo projects. His first full length is expected at some point next year and issure to be one of 2020’s most anticipated debuts.
Kevo Muney
In early November, Atlantic Records confirmed it had signed another local up-and-comer, 19-year-old rapper Kevo Muney.
Muney recently droppeda new single "Everythang Changed" and announceda mixtape, "Baby G.O.A.T." (featuringfellow Memphians Tay Keith and BlocBoy JB) set to release Dec. 13.
The youngest of eight children raised in South Memphis, Muney got his start with a series of Facebook freestyles, before putting together several street mixtapes and eventually generating a local buzz with “I Grind.”
Muney’s star has been rising, as he’s shared bills with Kevin Gates and Gunna, and appeared in Sprite’s Sprite Way campaign, highlighting hot new hip-hop acts. Muney’s proper debut for Atlantic should turn up later this summer.
Blac Youngsta
A longtime member of Yo Gotti’s CMG collective, Blac Youngsta appears to be ready to take the next step in his career.
Youngsta released his sophom*ore album for CMG/Epic, “Church on Sunday,” in late November. The record finds the 29-year-old —born Sammie Marquez Benson — serving up his own brand of street gospel to striking effect. The 16-track effort offers up big-name features, with guests including Tory Lanez, T.I., DaBaby, G-Eazy, Wiz Khalifa, Jacquees, Ty Dolla Sign, and City Girls, among others.
BlacYoungsta will hit the road in January, launching a major “Church on Sunday” U.S tour.
Duke Deuce
The Whitehaven-bred rapper certainly offered up some of the most irresistible local singles of the year in "Whole Lotta" and "Yeh,” while spawning his own dance craze, signing to one of the hottest rap labels in the world in Quality Control, and earning praise everyone from the members of Migos to Cardi B.
The 27-year-old Deuce — real name Patavious Isom — is rooted in old-school Memphis rap. He was raised in the studio by his father, producer Duke Nitty, whose credits include projects by Gangsta Blac, Nasty Nardo, Dem Thugs and Mobb Lyfe. But Duke has taken up the family business and carved his own path.
The past few months have seen him collaborate with ATM RichBaby and land a pair of tracks on the Quality Control sampler "Control the Streets Volume 2,” while his most recent release, “Crunk Ain’t Dead,” racked up over a million views in its first few days.
Expect more big things from Duke, including a proper full-length, in 2020.
Jucee Froot
Perhaps the most halting female voice in local hip-hop, Jucee Froot has been earning buzz for a couple of years now, but recent recognition from fellow female rappers Lil' Kim and Cardi B have brought her even more attention.
The Memphis native, born Terrica Alexander, ramped upin late 2019, delivering a memorable collaboration with Zed Zilla, “Shake Dat Ass,” as well as fast follow-ups including“Psycho” and the recent emotionally charged “Rumors.”
Expect Jucee Froot to make more noise in the coming year: She’s already been confirmed to appear at the annual South by Southwest festival in Austin, Texas, in March, the music industry’s biggest gathering.
