It’s what you’ve been waiting for. Finally, a Southern rapper with substance has arrived.
Imagine receiving a gift you weren’t expecting. Without the traditional package of gangster appeal, this gift sounds, looks and feels somewhat different. Immediately, you notice its a little less crunk and a little more creative. Unwrapped and fresh out of the box, it’s an
ear-pleasing combination of undeniable talent paired with an incredible determination to upgrade the quality of Southern music.
Primed to be positioned as the city’s most authentic hip-hop artist poised for mainstream acceptance, Memphis born and bred rapper Gyft has quickly encountered instant notoriety and nonstop airplay.
The ironic thing is…you don’t really know this rapper. Sure, you’ve seen him out. You’ve probably even kicked it with him. But you never would have guessed he was a rapper.
The musical journey started for Gyft before he really knew what his skills were. Surprisingly, he never grew up rapping. Born Roy Spears, he started off with basketball dreams hustling the courts at his local high school. Music for him was always something to listen to for enjoyment but eventually he grew to learn and respect the craft. Life’s ups and down started to take a toll and led him to pen simple thoughts for relief. Finding solace in his rhymes, he decided he would use rap as a platform to bigger things proving that the gift of writing was not just by chance.
Much like the Memphis pioneers 8Ball & MJG who headed to Houston for stardom, Gyft dreamed of striking out to New York to put his skills under fire. Encouraged by a friend who knew NYC producers Young Lord and Charlamagne, Gyft faced a crossroads – leave the South and lose his loyalty or take off to the big city and chase his dream.
The voyage to NYC turned out to be a test of his lyrical creditability and an inward battle to defend the South. Driven by the opportunity, Gyft felt obligated to disprove the myth that rappers from the South lacked versatility. While in New York, he made his rounds writing, recording, freestyling and performing in the city. The frustrating backlash soon disappeared as Gyft meshed a broader sense of wordplay with his Southern sound. But deep down, he knew he would never be accepted in New York unless his hometown was behind him.
Ready for his time in the limelight, Gyft came back home but still felt uninspired by the local music vibe and couldn’t figure out where he fit. Hungry for more, he went to scope out the L.A. music scene. Little did the up and coming rapper know, he had settled back home in Memphis with perfect timing. Radio station K-97 and Koch Records teamed up for the “Next Big Thing” contest, an outlet to see which local rappers were ready to compete in the big leagues. Barely making the deadline for the contest, Gyft performed a song he’d recorded two years ago with Louisiana producer X-Fyles. Instantly drawn the track, he thought the song wouldn’t be received in the clubs but figured it was now or never. The moment of truth turned out to be chance of lifetime. His record “They Just Don’t Know” would become the next big import in the DJ circuit putting him first place in the competition and at first draft for record label picks. The breakout hit has been heralded as the song of the summer with a radio-ready hook and infectious energy. Sampling blues anthem “Let the Good Times Roll,” the track is fitting for a rapper who no one expected would have an entire city saying his name.
Amiss of simplistic chants or slow repetitions heard regularly in Memphis music, Gyft’s fluid flow connects each line with ease fulfilling the city’s unspoken desire for something new and different. Instead, here’s a Southern rapper who has emerged into an in-demand artist without the typical gangster gimmicks and hood intimidations while attracting a legions of ladies and earning the admiration of a new generation of hip-hop hopefuls.
This is the story of a self-made man with no crew, no deejay or hypeman, no industry connections. Nothing to prove and no stripes to earn, he has patiently paid his dues and bravely taken the risk. His “I AM GYFT” mixtape may set him apart from the locals but not from his roots. With new music produced by Memphis’ comrade Drumma Boy, his innovative yet soulful lyric-focused approach creates a much-needed balance to take rap in a new direction.
Needless to say, Gyft can’t be packaged as the next phase or hottest fad of Southern rappers that come and go.
Throw away the box and let Gyft speak for himself.
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