In an age where self-sufficiency reigns supreme in Hip Hop, and the lanes for potential profits have expanded vastly, putting all your eggs in one basket can potentially close you off from lucrative opportunities. It’s this mantra that has guided North Carolina producer 20. Having created an admirable discography including work with some industry elites, he credits his diverse skillset with his successes thus far.
“My friend, who was a rapper, wanted to take it seriously … I was pretty much the guy that was handling his videos, handling his recording sessions and making beats,” 20 tells HipHopDX of his beginnings in the industry.
As he explains, it was when he was able to make the connection between music and financial success that he decided to immerse himself fully. “My brother came home with a lot of money; when I asked him about it he said it was from making beats,” 20 says. “It didn’t know what it meant to make money off music. I decided to become my brother’s helper.”
He describes a first turning point in his career as landing a job working at the illustrious Audiobox Studios in Charlotte, North Carolina.
“All the industry players knew about it. So when I got there I just knew for a fact my opportunity was going to boom on its own,” he says. It was here that his diversity came into play, as his background allowed him to not only produce records, but engineer the sessions, and conceptualize/execute video treatments.
“I got into the production world because I knew that for me to get in the industry, I would have to wear multiple hats because people might not like my music,” he explains. “Some people might not like my videos. Some people might not want to record with me.”
It was this idea that prompted him to streamline his brand so that no matter what he does, he could create the same recognition. “Since I wear so many hats, I keep the same name with every last one of them. So when they be like, ‘Yo, who did this? Oh, 20 did it,'” he says with a laugh.
His first significant placement came with Rico Richie and Snootie Wild‘s 2016 single “You Petty,” which opened up plenty of doors. “I pretty much took it from there,” he says, noting that shortly after he was in New York and meeting with 50 Cent and Uncle Murda about a video.
His catalog has since grown to include work with Lil Baby, Gucci Mane, Boosie, and many more.
His recent — and most notable — breakout, though was the song “Walker Texas Ranger” with fellow Charlotte-based MC, DaBaby. “I made the beat, pretty much just being silly … I didn’t think anything of it,” he says. “[DaBaby] loved it and jumped on it. I was like, ‘Really? You like that?’
DaBaby has become one of the shiniest rising stars in the game, currently signed to Interscope. However, his relationship with 20 dates back to his early days at Audiobox. “I met him back when he was Baby Jesus,” he says. “Before the Interscope deal, he was already grinding … grinding extremely hard. I was doing the same thing cause I wore multiple hats.”
An element he says has been key to DaBaby’s success, is a major key that 20 feels all artists need to embrace: creating music that matches your real personality.
“The more consistent you are, the more personable you seem, the more people will gravitate towards your personality,” he explains. “I’ve seen rappers talk about cars they have and I never seen him in the car. Then I saw somebody say ‘I was at the club last week and I smacked a few booty cheeks,’ and I sat right there and saw him smack a few booty cheeks.
“That validates what they’re saying is real … I can identify with it,” he adds.
Being someone who relishes in his role as the person responsible not only for the sound but the visual representation of an artist, he’s quick to point out the importance of properly investing in your overall brand/product.
“If you want to be the guy that looks like he’s that guy, you got to invest in being that guy. You can tell who cares about their product versus somebody who wants to get by.” As someone with an admittedly short attention span, 20 ultimately points to the ability to stand out among the sea of others merely trying to fit in.
He offers up an example of someone handing out a physical CD, with a holographic label. “Now I ain’t got no CD player, but I’ll make sure I get one and give it a listen … because it captured my attention.”
Currently celebrating the release of Stunna 4 Vegas’s Big 4x — an artist signed to DaBaby who he’s been championing for some time — he’s quick to point out what’s next: more beats, more videos and — eventually — a label.
“I’m trying to make myself a household name,” 20 says humbly. You can follow his career via Instagram.
Tell that to Officer Ricky
Who?
NC Hip Hip!
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Oh I like this read !!!
I’m from Shelby not to far from Gastonia or Charlotte. To see what them guys doing so close to home is nothing more than amazing. It gives people like me hope because It’s so hard coming from such a small city. North Carolina is on A major come up and I’m just proud to be alive to see It for myself. Congrats to that whole camp!
Love what you have done man good stuff keep it coming!! Glad to see you and your brother doing well my friend!
Black success it’s predected
@igot20onmybeat the best in the game he authentic, check out his Twenty2Lettaz Album
Hardworking, dedicated and humble, Producer 20 is who you want on your team. His talent is undeniable but it’s the grind, the hustle that sets him above the rest. NC definitely on, his rise will continue
Nothing but greatness coming from him ?
The explanation point was an emoji. Guess it replaced it because there is no question. PRODUCER 20 is def becoming a huge household name. Good work man. Keep grinding.
It’s true only the truth makes legacy that will stand. Everything else comes and goes very quickly 2 years is not long. Generations is long
One of the dopest producers I know hardworking dedicated and most of all humble!! Keep shining and grinding Producer20
One of the hardest working talented producers! Highly underrated but continues to work hard and be a staple in Carolina Music scene! #igot20onmybeat
I seen the fire in the drive from Producer 20 years ago when he shot the video for my hit single “MEET ME IN THE KITCHEN”. I never got a beat from him but I seen him working as I was coming over to his house to get the treatment for my video. I said to my self this dude never goes to sleep, it’s like he is a beat machine literally. From that point on I knew he was someone special destined greatness. It’s so much I can speak on about this guy and it would take up a lot space saying it because of the many hats that he wears, 20 really wears multiple hats just like he said from beats, videos, photography, and also being a father. To sum this up I am a witness to his work ethic bringing these opportunities to him, nothing fell out the sky in his lap, this man worked hard for the place he is in right now. #IGOT20ONTHEBEAT
Walking Legend It’s Up and It’s Stuck
20 is one of the hardest working producer I have ever known. From producing hit beats to making Electrifying music videos; 20 is the one to keep and eye out for in the weeks to come. #igot20onmybeat
You truly inspire those around with all of your dedication and hard work. And your productions show on top of that. Keep doing what you are doing because it’s bringing nothing but continued success!
20 the fuccin truth ?????? Dude engineered my whole project. We at over 500,000 streams right now (I Am Louie D EP). Also check it on Classifiedmusicgroup.com People ask me where I record at all the time. (Audiobox studio???) Dude got amazing skills on that board and his production is killing the Carolinas right now. I saw his growth, bro came a long way and I’m proud to see his black excellence. Keep rising G
20 On My Beat! Bro is a dope creator and an inspiration to the 704 area !
Dooooope… and facts
All I know is… #igot20onmybeat
Proud of you bro ??? Much luv
My boi 20!!! Been working his tale off for the longest and always been who he is today. Ain’t nothing changed, except people finally taking notice. A lot of people tried to take his passion for granted in how he was always there to put on for the city and help those who was looking for a way. Prime example of how if you really want something you can get it if you keep moving towards it and not give up. Great article by the way. All facts.
?? #Workin
Keep doing us proud bro!??????
This is just the beginning. Definitely paying off. #igot20onmybeat Always luv!
20 is def a inspiration to us in charlotte man! He put in the work and the reward is well deserved and more is on the way. SALUTE BLACK EXCELLENCE