PARTS & LABOR
T
PHOENIX, AZ
here is a big differ ence between a loc al rapper and a glo cee. While the local bal emdawg just hangs on street corners like on bad teeth, the glo plaque ba l cat is a performer with car seeking worldwide eer recognition. There is purpose in his pre ambitions on his mind, seven sence, issues -figu emcee. No doubt. An re contracts seeking his signature. Juice is an d as they say on his that twisted or misco West side of things – don’t get nstrued, my dude. “I’m the heir to Th dynasty. And I had e Black Wall to earn it. It wasn’t given to me,” Juice blank aiming his dis says, point cussion. “So stay tun over here.” ed. Don’t miss it. We in business Just recently return ing from Europe an d later Canada on tour with the homi a promotional e Game, Juice – kn owing he had the support and respe national fan ct from the hood – turned his focus to Wall’s gangsta rap expanding The brand across the glo be the West Coast and having full support . “Being that new breath off of my label, it’s jus ation and I’m makin t a good situg a lot of noise aro und the world,” Jui a break from his pa ce perchase route to chop it up with a pe says, taking bringing the origin n pusher. “I’m al West Coast back. Th gangsta.” at true music. That original Juice signed with Bla ck Wall Street in 20 06, a year in which ful of Hip Hop acts only a handhung platinum pla ques in their billia his arrival to the Int rd rooms. Upon erscope-distribute d BWS, Juice was ea ger to drop his
14 // OZONE WEST
debut and let every mu’fucka know ho w hot the streets are AZ. But label head The Game, fresh off in Phoenix, the five-time-plat now classic The Do success of his cumentary, and jus t prior to the relea platinum Doctor’s se of the now Advo a classic Hip Hop alb cate, had a clearer idea of what it tak es to craft um – time. “The wa y that the industry you can’t drop and is right now, just do a million un its. Computer piracy of excellence in mu and the lack sic “Game was like, ‘Yo are the primary reasons for that,” Jui u got the ability an ce theorizes. d the intelligence, your time and put now just take a classic together’ ,” Juice remembers. respect that. We’re “And I had to here to put togeth er classics. There’s no rush.” If you have yet to hear Juice spit over a J.R. Rotem track, one of the great pu you’re missing re UpRisings in mo dern Hip Hop. Rotem clarity with the pia ’s classical no rides shotgun be side to hear Juice and Ga me exchange cue sti Juice’s driven lyricism. And market is reminisce ck stock on Wall Str nt of Ren and Cube eet’s Black sh to understand the truth Juice spits fro ooting pool on a Dre track. But m the booth, you mu stand the soldier sto st first underry 22 years in the milita young homie was raised in. Juice’s father served ry, active duty, so urban warfare ato battlefields is nothi p these industry ng new. Battle blo od streams through on his mind, flows his veins, stays in his raps, hangs on the industries Bla J.U.I.C.E. – Just Un ckest Wall. derstand I Could Ex plode. At any minu te, my dude. // Words by Tone Swep