Nearly 47,000 monthly listeners on Spotify and hip-hop lovers on Soundcloud have been anxiously awaiting PRICE’s new album, C.I.T.Y. (Caught In The Youth), and in four days, it’s officially dropping.
Hailing from California’s Inland Empire, Larry Jacks, most notably known as PRICE, knew music was his calling from a young age. After opening Drake’s first-ever California headlining show in 2009, PRICE’s infatuation with music creation only grew; With a mentor like the widely-acclaimed producer, Hit-Boy, PRICE has been able to work with a star-studded lineup of musicians, helping pen hits like Travis Scott’s “Antidote” and Brandy’s “Say Something,” and over time he launched his indie label CLRD. ENT.
Using his talents of generating sensational beats, producing awe-inspiring lyrics, and his incentive to continuously be a “generational cure,” he’s created C.I.T.Y. The Knockturnal was granted an interview with PRICE, where he gave insight into his album, where he draws inspiration from, and how he’s giving back to his community.
The Knockturnal: In an interview with On The Radar Radio, you said that your new record, “Saggin & Braggin,” is almost a “homage” to the lingo you grew up with, and you want to be one of the first rappers to make the slang popular. Can you tell me a little bit more about the song and why you decided to release it first?
PRICE: We actually released Saggin and Braggin second. We dropped Mansa Musa ft. T-Pain first. The reason why I led with S&G is because I just love the energy around it. I wanted to stamp the mindset around S&G and make sure that it was a heavy part of the campaign that we’re building for C.I.T.Y. It’s all about forward progress and positive movement. That’s what Saggin & Braggin is so long as you stay present and focused on remaining positive as you move forward in life – you are Saggin & Braggin. I had to get this message out to the people, and the beat is crazy. I’m rapping my ass off.
The Knockturnal: In your upcoming album, C.I.T.Y. (Caught In The Youth), you’ve touched on some pretty serious topics relating to your own life and those of your community. What gave you the courage to be so vulnerable on this project and what do you hope it will bring to listeners?
PRICE: This project is a whole vulnerable experience because it’s dedicated to my cousin CITY who passed away. For me I wanted every song to be as, you know, open and vulnerable as honest as it could be. I want the people to know me more, know my story, what I stand for, what I’ve been through. That is what I wanted to bring to the listeners. I want them to truly watch and listen to me pour my heart out with my experiences, flaws and all, so that they will hopefully gain the courage to embrace their experiences. Anyone who has suffered any loss, figuring out the lessons in it, even if it’s someone losing their lives, what can you learn from that? What can you learn from them? What did you learn from them? That’s what I hope they get when they listen to CITY.
The Knockturnal: You’re touring with Kota The Friend, who’s notorious for his “do-it-yourself mentality;” Making his own beats, and recording his songs from home. He refuses to be confined by a record label, which is a super interesting and unique mentality to have. What has it been like working with him on this tour?
PRICE: Touring with KOTA was life-changing. The best tour I’ve been on and I’ve toured with everyone from Schoolboy Q, Lil Wayne, Wale, Big KRIT. With Kota it was so amazing. KOTA fans were such a clear reflection of who he is and his spirit. Watching him on the road recording in the van, I’m in the back making beats you know. We were really just on our grind, really just everyday getting better as humans, with music, every single piece. Watching him be so selfless and still inspire with the success he has. Still hungry. It was super inspiring. I took a lot from KOTA leaving that tour that I will continuously apply everyday. That’s one of my good friends in the industry and I am so thankful for him. Shoutout to my boy KOTA.
The Knockturnal: Since learning how to record yourself on a boombox at age 8, you’ve collaborated with legendary artists like Mariah Carey and Lil Wayne, all the while working on your music. Looking back, who or what would you say was your biggest inspiration in starting your musical journey?
PRICE: The person that was super influential with my love and inspiration for music was my sister LELE, my sister TY, my big cousin DeMarcus, CITY RIP. We all used to make music together as kids, you know, recording on boomboxes and things like that. They just always exposed me. My cousin Papa always exposed me to so much music, like Musique Soulchild for the first time, or you know, Usher as a 7 year old kid, or Kanye West. I heard Kanye my first time in the car with my cousin DeMarcus. So, you know, my family around me, we are like a big vessel to all the music I was hearing. And then me, being who I didn’t know I was going to be, but, AS, as a kid I’m hearing this music and I’m just on fire and fueled. It would definitely have to be my core family members and those I was raised with.
The Knockturnal: Your book series, Generational Cures, details your story of loss, battling demons, and surviving in your environment. Other than your music and written work bringing awareness to the traumas you and others have experienced in economically marginalized cities, how else are you giving back to your community?
PRICE: I have a nonprofit called City Cares, The City Cares program, and we give out food and clothing to less fortunate families in the city of San Bernardino at least two times a month. We’re out there in the trenches touching these people, loving them, pouring good energy into them, feeding their experiences while we feeding their souls. As well as year round events like Thanksgiving, Christmas, we’re constantly touching the people. Every other week they can count on us out there being a blessing to them. With the nonprofit I started, we have such huge goals, huge plans for rehabilitating our city and our people that are in need, helping people get shelter, back on their feet, get the proper paperwork they need. I’m just so fueled to help my people. Those are just a few of the things we do here to give back to the community. I appreciate y’all for this interview and your time, taking time out to get to know more about me and what we do. You are truly and greatly appreciated. Peace out!
Listeners can stream C.I.T.Y. on Soundcloud and Spotify, releasing January 26, 2024.
