Inglewood’s Rucci Struggles to Stay Resilient in the “Keep Going” Video
Video: Rucci – “Keep Going”
The Inglewood Native Takes Solace In His Family in the Latest Video From Tako’s Son, Rucci’s Upcoming Debut Album
“Rucci is one of the few young and buzzing West Coast rappers capable of pleasing both emcee traditionalists and those seeking true starpower and hit-making potential… Inglewood’s chosen son is on his way to stardom.” – HYPEBEAST
“… has raw neighborhood-star quality that leads to raucous and overpacked live shows.” – Billboard
“… L.A.’s most exciting rappers at the moment, capturing the raw energy of their respective neighborhoods on tracks like ‘Arco’ and ‘Like Woah.'” – The FADER
“… El Perro confirms Rucci as a major talent…There is likely no skeleton key to instant national fame, but Rucci seems to be developing, right in front of us, into an artist of major consequence.” – Vulture
“He’s become equally adept at writing fun party slappers and ferocious pain rap dirges, gangsta rap indebted to history but hounded by the demons of the present.” – The LAnd
One of the rising stars of L.A.’s bustling rap scene, Inglewood native Rucci expertly explores the struggle and successes of street life. Relying on his family through a tumultuous period in his life, Rucci shares “Keep Going,” his latest video. Building upon poignant electric keys, rolling bass, and crisp snares by producer Romo, Rucci reminisces on recent hardships–from the death of his rap partner Sean Mackk to the deportation of his father–before determining that nothing will stop him from pursuing stardom: “Who better? Nobody better, Rucci in this forever.” In the video, Rucci tries to weather the storm by reaching out to his family, spending quality time with his young niece and writing to his currently-incarcerated uncle and mentor. The poignant new video is the latest release ahead of the release of Tako’s Son, Rucci’s debut album.
Paying tribute to the father who raised him, Tako’s Son is the best showcase yet of Rucci’s skill for mixing snapping instrumentals, breakneck bars, and heartfelt lyricism. A well-known Inglewood figure of Salvadorian descent, Rucci’s father Tako was recently deported, stranding father and son on two sides of a national border. On the album, Rucci channels his Pops as best he can, relaying life lessons through breakneck bars and tight street stories, laid over hyperactive L.A. production. The tape features recent single “La Bamba,” a Latin-flavored jam with a video recently premiered by The FADER. With appearances from fellow L.A. heavy-hitters like Shoreline Mafia, RJMrLA, AzChike, 1TakeJay, Kalan.frfr, and more, the revealing Tako’s Son heads straight for your car stereo on August 16th via Mackk & Company/EMPIRE.
Watch “Keep Going”: https://www.youtube.com/watch?v=4JNmjaRkTMQ
Pre-order Tako’s Son: https://empire.lnk.to/takoson
Tako’s Son tracklist:
- Function in the Hood (ft Azchike)
- I Aint Gon Lie
- Never Finished (ft Lil Duece)
- Get the Strap (ft Ohgeesy & Fenix Flexin)
- La Bamba
- Drop Out
- I Just Wanna Ball
- Fake Gon Hate (ft 1Takejay)
- Nasty (ft Kalan FrFr)
- Rags to Riches (ft RJMrLA)
- Get Away (ft Romo)
- Keep Going
Rucci is a 25-year-old rapper with a deep and decorated bloodline in the streets of Inglewood’s Northside. His father, known as “Tako,” is tied to three generations of Neighbor Hood Piru (NHP) set. “He’s a living legend where we’re from, ‘cause he was the only Hispanic person from a Black gang at that time,” explains Rucci, who is Salvadoran and Black. Raised by his father, who is now deported, and an uncle who is currently serving life in prison, the artist born Juan Martinez has been groomed for navigating the streets. However, in a critically-acclaimed, rising music career, Rucci is using wisdom and charisma to change the narrative on his life and his city. “Everything bad that I had to go through is because of my dad,” he notes. Rucci’s EMPIRE debut Tako’s Son sees the rapper turning the difficult cards he’s been dealt into a winning hand.
EMPIRE was founded in 2010 as an artist-friendly, progressive digital distribution company. After early success, and identifying future icons such as Kendrick Lamar, Anderson .Paak, and Rich Homie Quan, EMPIRE was quickly regarded as a tastemaker in the industry and throughout the past five years evolved into a full-fledged record label, distributor and publisher for independent musicians. With the company and roster growing at a breakneck pace, EMPIRE has effectively disrupted a stale business model by bringing its energy, expertise, and acumen to its artists and labels. Today, EMPIRE works with some of music’s hottest talent, ranging from superstars such as T.I. and Snoop Dogg, red-hot newcomers such as SOB X RBE and Mozzy, and established veterans like Jim Jones and Redman. While remaining 100% independent, EMPIRE has also partnered with Atlantic Records for a joint venture, home to breakout star D.R.A.M. and propelled singles by Fat Joe & Remy Ma (“All The Way Up,” 2x Platinum), Tyga (“Taste,” 3x Platinum), and Lil Duval (“Smile”) to the top of the Billboard Hip-Hop Charts. In April 2018, EMPIRE signed a global distribution deal with Universal Music Group for select artist projects.
Pre-order Tako’s Son: https://empire.lnk.to/takoson
“Ain’t Nuthin”: https://www.youtube.com/watch?v=o9ZaU-bojos
“Light It Up” ft. AzChike: https://www.youtube.com/watch?v=S8jS79ahs38