So...Who is 24hrs?
24hrs, one of the fast-growing and intermediate rap-artist of our generation, just released several buzz singles under Private Club Records, with “Time” being a conspicuous track thumping on the OVU Sound Radio. “Count Me Out," featuring Ty Dollar ($)Sign, is runner-up as a conventional favorite.
It seems like the MC is causing quite the fanatical stir. According to the “Complex,” 24hrs is coined as an enigma as well as a mystery artist, which is a great marketing strategy, to help propel his sound into the music scene further-- not that he really needed that much propaganda to begin with.
Impressively enough, 24hrs libretto is startling proficient, word for word and beat for beat. Believe it or not, he isn’t a novelty to music. 24hrs actually started at the age of 18-years-old, but it wasn’t until he signed with So So Def Records back in 2013, that people began to recognize him as a lyricist, which was a blessing and a curse.
He’s been on one heck of a roller-coaster ride, with label technicalities as well as legal battles surrounding his former pseudonym, “Royce Rizzie" or known to fans as “Rolls Rizzie Royce.”
Lil Scrappy elaborating on those recent troubles
While things seemed to be touch-and-go for the California native, he’s back and stronger than ever. The 25-year-old owns the "PCR" label with artist under him, including his younger brother and protégé, Madeintyo, the instantaneous sensation of “Uber Everywhere."
24hrs on left and Madeintyo on right
24hrs understands that you need to have a strong team in order to be successful and he agrees that taking a backseat while his brother[Madeintyo] takes the forefront as a contemporary rap-artist is another important step for him as business owner of Private Club Records… “Right now, it’s about recognizing the disparage, and having the right people around you,” he said.
“I keep my family close, my team close and my brother close. I feel that I have to protect him so that he doesn’t go through what I went through, with people trying to steal my records and just the whole politics, and not knowing the game, to figuring it out in a good way. I said that none of that was going to happen with my brother and it didn’t. To make the long story short, my brother convinced me to put his song out, and the record is now gold.”
In the meantime, 24hrs teases his listeners with a sound reminiscent of Jeremih, all the while using a more polished and evocative flow. His songs are technically for the club goers that like the mellow turn-up and subdued trap music, and not to mention, the older crowd can get a little shoulder-bop going while listening to his latest melodies as well.
24hr’s identity was vaulted until recently when South Coast Marketing and Promotions held a listening party for his 4 track EP[12:AM] in Charlotte, NC. While displaying his music, the artist talks about his journey and the reason he felt it necessary to put out new sounds under an anonymous diversion.
“I was walking around New York and my brother had a show, the Uber dropped me off a few blocks away from where I was supposed to be and my phone died. I realized, ‘dang, this is not where I’m supposed to be.’ So, I walked 3 blocks and within walking those blocks, I saw the most 24hrs signs that I ever seen in my life. I didn’t think it was going to be my name—I just said, “Wow, I seen a lot of 24hrs signs.” But, while we were trying to come up with my new name, I said, “What about 24hrs?” For me, it was the signs, kinda like seeing the same number in one day... It was a sign.
When 24hrs was younger, he moved from Japan [Army kid] to Atlanta, and he did his first stint of music. “A couple of years after Atlanta, I stumbled across a big record myself, and the record started getting airplay on the radio. I signed with Jermain Dupri—I signed with him and did that for a year. I began getting a different mindset once I got in the game and I asked God, “What am I supposed to be doing?” I got out of that situation and people started liking me genuinely for me.
“I lost excitement for my music for a while—now, I’m excited about the whole transformation of 24hrs and not just being a new artist, but being a new artist with the knowledge of someone that’s been through it. Not, just the success of being a new artist, but my brother—okay, now, I know. Instead of looking one car up, I’m looking ten cars up, and three blocks over at what I’m going to be doing this time next year, the same day. Hopefully, I’ll be in Houston performing, God willing.
Rarely, will you hear an MC, talk about his relationship with God and where he stands spiritually. 24hrs doesn’t have a problem saying that he prays to God. He also states that while growing up, when no one else understood him, when it came down to the music, the only person that he could talk to was God. I know that God got me,” he said.
“I never said any of this during interview, but a while ago when I first moved to Atlanta and I was living with Lil Scrappy, and I was in-and-out the clubs, I was drinking and smoking. I got real sick. I went to the hospital; it was just me… My family wasn’t around; they were in Japan because my dad was in the military—I was in Atlanta by myself. None of my rap friends were there. I got sick in a sense that I just felt messed up and I didn’t know what was going on.
I went to the doctor and he said, “You are on the road to destruction. What are you doing?” He asked if I drank, and I said, “I drink a whole bottle of Rozay to myself." He said, “Oh, God.” He asked about my diet and I told him… He said, “Listen, as a young black man, you need to take care of yourself, a lot better. There’s a lot of things out there—all these things like your cholesterol, they are high.” He told me that I needed to change my life immediately,” said 24hrs.
Living the lavish life was fun and exciting according to 24hrs… “I was drinking, smoking, and eating at 2-in -the-morning with everyone else. I didn’t know that everybody works different. What someone can do, I can’t do—I changed my life right there. I was like 320 pounds. Right now, I’m in a XL, but back then, I was wearing a 3X shirt. Let him tell it, I was at destruction, “he said,
“I cut off a lot of stuff and started doing better and feeling better. I met my girl,” he gushed proudly. “When I met my girl—well, now, she’s my wife. When I met her, I told her that I didn’t want to get into a relationship without letting her know who I am. Ever since then, she turned into super-protective, like my mom.” I told my dad, and he said, “Oh, no! If she does that then that means she’s the one.”
She’s been in my corner and she does music too—she’s touring right now. You, don’t understand that she’s been there since day-one. She’ll text my road manager, to keep up with my activities, to make sure I’m not doing anything I’m not supposed to do health wise. Deep down, and inside in my heart, I know that’s real.
It’s a new start. I feel like I went from a void to someone with responsibilities and becoming a man. Even my music, I take more time with it. I don’t do it for fun because I feel like God gave me a career. People go to work and bust their ass everyday just to come home to a check that they aren’t even happy with. I’m happy that my brother can get on stage and hop around in flip flops, while singing, “Uber Everywhere,” and scream, while bringing twenty-thousand-dollars home.” My dad will say, “Man, he needs his ass whooped,” he laughed animatedly.
Coming from a family with traditional values, 24hrs says that they treat people with respect... “As we get older, I’d tell my kids to treat me with respect, and that’s how they’ll learn to respect me. He will have the utmost respect for me, and I will give him the same. If I came in here arrogantly, and would not agree to do interviews, you wouldn’t want to listen to my music—you’d say, “Nah, his shit ain't hot anyway. I’d rather listen to Trey Songz,” he joked.
“My mom was a genius, and at 4-feet-11, with a sturdy voice, she’d look any one of us in the eye and say, “I wish you would.”
She taught us right from wrong—I know right from wrong…. People may not tell you that family has a lot to do with the music. But for me and my brother, and the way we were raised, the energy that we give-off came from home, and we share that with people because other people aren’t the same way.