In celebration of his birthday, West Coast acclaimed rapreneur PRICE premieres the visuals for his latest single, “SAGGIN & BRAGGIN.” The sonic visionary recently released the lead track from his forthcoming album C.I.T.Y., slated for a January 2024 drop, to much fanfare. The Lex Macon-directed video begins with an echo of Jordan Peele’s iconic film “Get Out.” As an almost entranced PRICE stands in front of a static television set, he and the viewer are pulled into a warped “sunken place,” where instead of his mind being controlled, it is almost liberated. The video and the bouncy track illustrate precisely what it means to be saggin’ & braggin’?moving forward, succeeding without being held back by past situations.”
Known for his strong pen game and impeccable freestyle abilities, PRICE continues to make his mark as a solo artist after working with industry vets like Travis Scott, Brandy, Wyclef Jean, Saweetie, etc. PRICE recently wrapped a 20-city tour with Kota The Friend at New York City’s Irving Plaza.
ABOUT PRICE:
Hailing from California’s Inland Empire, recording artist PRICE’s dynamic approach to producing and lyricism, along with his explosive freestyle capabilities, blends complex rhyming styles, swaggering-flow, and genre-bending beats. Having learned to record himself via boombox by age 8, PRICE’s passion for music guided him from generational cycles of poverty into success. After signing to Interscope Records at 18 years old, PRICE’s musical footprint expanded as he sold out local venues throughout Southern California, culminating in a pivotal career moment in 2009 when PRICE was contracted to open for Drake’s first ever California headlining show in San Bernardino.
Since then, PRICE’s infatuation in the studio fueled his craft and introduced him to mentors like legendary producer Hit-Boy who encouraged his pen-game and aided in the development PRICE’s artistry as we know it today; a bonafide hit-maker who penned some of the biggest records in the universe from Travis Scott’s mega-hits “Antidote” and “Way Back” to Brandy’s #1 record “Say Something.” PRICE’s work ethic and undeniable talent has awarded him co-writing collaborations with legendary talents including Jill Scott, Mariah Carey, Wyclef Jean, Kanye West, 1500 or Nothin’, T.I., Lil Wayne, Ty Dolla Sign, Rick Ross, Boi-1da, H.E.R., Lucky Daye, KOTA the Friend, Bas, DJ Camper, Wale and many others.
While establishing himself as a distinguished songwriter, complex lyricist, and revered musical creative, PRICE’s entrepreneurial ambitions led him to launch his indie label CLRD. ENT which boasts an impressive catalog of 6 projects and counting. As much as music is Price’s passion, he is equally motivated and driven by his desire to be a generational cure. Fueled by his childhood experiences, familial trauma, spirituality, and the desire to positively impact his native Inland Empire that’s been notoriously plagued by violence, Price’s nonprofit purpose project, City Cares, visits various encampments in Southern California, providing basic necessities.
