Biography
Boston native Latrell James merged his skills as a producer with unconventional flows to shape a distinctive, tactile sonic identity across his independent releases. After issuing his first project on his own, the rapper caught the ear of Cheerios, which tapped him to create an original track for the cereal brand’s 2017 “Good Goes Round” advertising effort. That composition anchored the uplifting campaign, widening his audience while he continued developing fresh material.
Born in Dorchester, Massachusetts, in 1990, James was raised amid a constant soundtrack supplied by his parents’ wide-ranging listening habits. He took up rapping at twelve and soon turned to beat-making after finding purchased instrumentals financially out of reach; alongside his brother, he mastered the fundamentals of computer-based production and began performing in local venues. The 2015 self-released album Twelve showcased exploratory sonics, socially conscious writing, and an early version of his stacked, occasionally psychedelic approach to rap.
A contact working in music licensing introduced James to Cheerios in 2017, when the company sought new music centered on themes of personal growth and the spread of positivity. Together they developed “Good Goes Round,” which lent its title to the campaign itself. The buoyant, affirming single generated considerable notice, prompting James to channel his momentum into additional solo work while also taking on production assignments for other artists. Among those credits were tracks for Cousin Stizz and Lil Dicky, and in 2018 he unveiled the successive singles “Okay,” “Today,” and “Mona Lisa Bonet” while finishing a follow-up album.
Born in Dorchester, Massachusetts, in 1990, James was raised amid a constant soundtrack supplied by his parents’ wide-ranging listening habits. He took up rapping at twelve and soon turned to beat-making after finding purchased instrumentals financially out of reach; alongside his brother, he mastered the fundamentals of computer-based production and began performing in local venues. The 2015 self-released album Twelve showcased exploratory sonics, socially conscious writing, and an early version of his stacked, occasionally psychedelic approach to rap.
A contact working in music licensing introduced James to Cheerios in 2017, when the company sought new music centered on themes of personal growth and the spread of positivity. Together they developed “Good Goes Round,” which lent its title to the campaign itself. The buoyant, affirming single generated considerable notice, prompting James to channel his momentum into additional solo work while also taking on production assignments for other artists. Among those credits were tracks for Cousin Stizz and Lil Dicky, and in 2018 he unveiled the successive singles “Okay,” “Today,” and “Mona Lisa Bonet” while finishing a follow-up album.
Singles
