20 People to Watch - Key!

The rapper, Two-9 co-founder stays hungry as a solo artist

Rapper Key!’s flow, gurgling under Auto-Tune and what seems to be a perpetual high, first ripped onto the hip-hop scene as co-founder and member of the Two-9 collective in 2009. Since cutting ties to pursue solo work in 2013, the lit fuse propelling his career has only crackled louder and brighter. The past year alone saw celebrated collaborations between the 24-year-old and other local rap cats including Metro Boomin, iLoveMakonnen, OG Maco, and Sonny Digital. Key!’s success nailing impressive collaborations might be enough for some young rappers, but he stays hungry. He’s dedicated to the chase — for paper, sure, but mostly fame.

??
Key! says he owes his musical pedigree to Sonny and Atlanta’s artistic fertility. “I made my first song ever because of Sonny. Atlanta is definitely the hip-hop mecca right now. Growing up I didn’t even know there was a world outside of Atlanta. ... If you’re an artist here, of some stature, there’s too many people in your ear.”

??
Atlanta’s rich music scene helped him develop as an artist, but he decided it was time for a change so he could “be a superstar.” He skipped across the country to set up office and to focus. “My whole life is here in Atlanta,” Key! says. “So when I go to L.A., it ain’t nothing but music for me.”

??
Since touching down on the West Coast about two months ago, his hustle hasn’t slowed. He linked up with North Hollywood underground producer Gnealz for their December mixtape Martin Luther Key. Gnealz also produced “Sundays,” a track from the mixtape but also slated to appear on Key!’s forthcoming Screaming Diaries solo full length, due in February.

??
An ebullient bounce carries the single, Key!’s uplifted vocals tanned and relaxed by the California sun. He even manages a playful jab at iLoveMakonnen with “I keep hearing ‘bout Tuesdays on Sunday.”

??
Key! is self-aware. In diss track “L7 FREESTYLE,” he riffs, “I mumble, mumble, mumble.” It can be tough to decipher specifics in much of his music, but that’s because he’s selective with clarity. Later on the track, there’s ringing precision as he barks, “Lame! Lame!”

??
“L7 FREESTYLE” is one of 195 casualties to hit the album’s cutting room floor. “I record everything,” Key! says, explaining his prolific release schedule. “That’s how I keep up with it.” Of the many tracks laid during the Screaming Dreams sessions, he feels good about those that made the record. After rolling with a crew for so long, Key! says limiting collaborations was crucial. “I really wanted to do the record by myself but I don’t wanna be selfish,” he says, counting D.C. trapper Shy Glizzy and grime disciple Skepta among the few cameos. “I think people are ready to hear a project from me, by myself.” No one’s arguing that.

??
Although he reports to work in L.A., Key! makes his Atlanta loyalties clear. The city is home to his three children, countless creative partners, and complicated but deep roots. He still plans to return every other week. “This is the best city in the world,” he says. “But like I said, I got shit to do.”