Video: Who New? Jay Rock

Wednesday, February 25th, 2009

For a rapper to command your attention, it all comes down to the voice. In the late 1980s and early 1990s, Public Enemy’s Chuck D had millions of fans hanging on to every word of his booming baritone. In the mid-1990s, The Notorious B.I.G.’s steely poise and vocal precision led many critics and fans to proclaim him the best rapper of all time. Now, in 2009, get ready for the next rapper with a magnetic voice, someone whose pristine raps demand attention. His name: Jay Rock. ”

Born and raised in Watts, California’s notorious Nickerson Gardens Projects, Jay Rock got his first encouragement from his music-making relatives, who noticed the impact his deep, melodic voice made on song after song. “They were like, ‘you’re hard. And you’ve got a voice for it, too,” Jay Rock recalls. “A lot of people started hearing me and they would tell me that my voice catches them. So, I started working it, working on my craft and got more and more confidence.”

Who knew? (You see what they did there…)

Previously: Who New? Asher Roth (Video)