Priceless Da ROC

Shaunrick Sims first saw the light of day in 1988 in Lompoc, California, and would later perform as the Bay Area rapper and dancer Priceless Da ROC. Raised in a military family, he passed his early years relocating frequently and divided that formative period among California, Jamaica, Queens, New York, and Washington, D.C. Once high school ended, Sims headed to Los Angeles intent on launching a rap career, only to be derailed into a stretch of homelessness and criminal activity before circling back to D.C. to stabilize his circumstances. Renewing his commitment to music, he eventually relocated to San Francisco and immersed himself in the thriving local hip-hop community. Operating as a fully independent artist, Sims handled his own recording and mastering, cut his own videos, and managed every aspect of his output single-handedly. Regional recognition arrived after he originated a dance craze first called “Yiken” that later evolved into “J12.” The 2013 single “Yiken (Certified)” and its video followed, ultimately accumulating millions of views. A succession of further singles preceded the 2015 mixtape Forever California, with All Hail the Turn Up arriving in 2017.