Hip-Hop Lives Here
Hip-Hop Lives Here
Artist Spotlight: JULY
At its core, “Fashion Week” thrives on simplicity. The record is intentionally stripped back, allowing JULY’s storytelling and tone to take center stage. Subtle distortion weaves throughout the track, adding an element of intrigue that mirrors the song’s theme: beauty that feels tangible yet impossible to fully hold on to.
In this exclusive Q&A, July opens up about the stories behind the music, lessons learned along the way, and what keeps their passion alive.
HipHopNow: How has your relationship with music changed as your career has developed?
JULY: It’s evolved from just creating instinctively to really understanding the why behind the what. The studio used to be a place where I’d chase ideas at a thousand miles per hour, but now I value slowing the world down. I’m sitting with my records longer and making sure the music actually reflects where I am mentally before I let it go. It’s about quality over the hustle.
HipHopNow: How do you typically move from an early idea to something that feels complete?
JULY: It always starts with that first instinctive spark. Once that core feeling is out in the room, the rest of the process is just about refining the details. I’m looking for that point where everything feels cohesive emotionally, making sure the technical side doesn't drown out the original feeling.
HipHopNow: How do you know when a song has reached the point where it no longer needs anything added?
JULY: I know a song is finished when adding more starts taking away from the
feeling instead of enhancing it. There’s a specific moment where the song communicates exactly what it’s supposed to—if you keep going past that point, you’re just adding noise.
HipHopNow: Have there been any recent shifts in the way you think about your sound or style?
JULY: Definitely. I’ve stopped trying to over-define or box the sound in. I’m trusting my natural instincts more and letting the music evolve in a way that feels authentic to who I am right now, rather than who I think I’m supposed to be.
HipHopNow: How intentional are you about the emotional or sonic atmosphere of a release?
JULY: I’m very intentional about it because the atmosphere is the identity of the track. From the production choices to the way I deliver a vocal, I’m looking at how every tiny element contributes to the overall mood. Nothing is accidental.
HipHopNow: What felt most important for you to express through your latest release?
JULY: I just wanted the honesty of my current headspace to come through. "Fashion Week" wasn’t about forcing a specific message onto the listener; it was more about capturing a real moment in time and letting it breathe.
HipHopNow: How did the process behind this project differ from your earlier work?
JULY: The direction came from reflection rather than trying to force a rigid structure from day one. I gave myself a lot more space to experiment without immediately judging the ideas as they came. That lack of pressure led to a much more natural sound than my earlier projects.
HipHopNow: Is there a particular song on the project that feels especially significant to you?
JULY: "Fashion Week" is incredibly significant because of the sheer intention behind the emotion in it. It’s one of those rare moments where the vision translated naturally from my head to the speakers. It actually serves as the perfect introduction to the upcoming album—it’s the "Quiet Luxury" blueprint. The upcoming album will go even deeper into that instinctive, reflective space, and a range of various styles. I can’t wait for people to see the full picture I'm painting.
HipHopNow: What do you hope listeners notice or connect with most on this release?
JULY: I want people to find pieces of their own lives in the music. My goal is for this single to become the soundtrack to their most reflective moments—the kind of record they can return to whenever they need to find their own center.
HipHopNow: What are you most interested in exploring next, creatively or sonically?
JULY: I’m excited to keep exploring these instinctive sessions—just building from a feeling in the room and seeing how far we can push that sonically. I truly believe there’s a lot left to uncover in that pace where the music is allowed to just be.
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AL99 (pronounced “Al nine-nine”) is an artist, producer and multi-instrumentalist on a mission to do more than just make music for people to listen to. He wants people to get inspired and motivated by it. He wants to be an example for young people and show them that being authentic leads to success. His latest track, “Addictive Visions" features Aisha Hall of Yapp City Music/Ghostface of Wu Tang, and demonstrates his desire for new experiences by achieving his goals through not only his music but all of his entrepreneurial endeavors.
Written in 2025, “Addictive Visions” is a laidback rap track with an entrancing melody where AL99 and Aisha Hall bring different flows but both discuss what they want and what they’re trying to achieve. AL’s flow is more relaxed but still confident as he slides from his verse to the hook. Meanwhile, Aisha Hall brings her confidence to the forefront with her verse which packs a punch but keeps the relaxed atmosphere of the track intact.
“I’m trying to see things I’ve never seen before. I’m trying to go places I’ve never been before. And I want to do that through the music path I’m on.” he said.
AL99 wants to lead by example through the authenticity in his music. And with that authenticity, comes diversity in the booth and in the boardroom. He’s earned degrees in Audio Production and Music Business and releases music through his company, TPC (To Progress the Culture) Music Production, whom he has a distribution deal with via Universal Music Group/Bungalo. He wants people to see that he’s an example of how to navigate the music world on your own terms by making the business decisions that are best for your music and everyone else on your team.
The diversity continues on the music side too with AL99 being a fan of music of all kinds and wanting young people to be inspired to live their truth and be themselves. As a multi-instrumentalist he plays the guitar, drums, and keyboard, giving himself a wide-ranging musical ear. This comes in handy not only when he produces his music but when he mixes and sometimes masters it too.
AL sees himself as a voice for those who may not have one because he himself was once the child that was interested in things that were not as popular with his peers. With age came the confidence to fully embrace these interests and now he’s built a career on musical diversity.
“I’m trying to bring something new to the industry. I feel like today people are more open to that in the rap world because people are starting to stray away from what we’ve been seeing for years. They’re embracing the new creative ways people are doing things and I’m a part of that.” he said.
With AL99 pursuing multiple paths that branch out from his music, motivation to keep moving forward is key. Motivation comes from his love of music and his love for sharing his journey in real time while people witness it with him. He feels as he grows in life his audience is growing along with him and they’re navigating life together. And the through line for this is his aforementioned authenticity and accountability.
AL99 has big plans for the future which include expanding his TPC brand and making movies since he already takes a cinematically intentional approach to his music. In addition to more music, he’s also got something special and unique planned to truly illustrate his story but listeners will have to stay tuned to see more about that.
“Addictive Visions” by AL99 featuring Aisha Hall is available on streaming services now.
You can see more of AL99’s authenticity and journey by keeping up with him on these platforms.
LinkTree | Apple Music | Spotify | YouTube | Instagram | Twitter | TikTok
The Starlight PR Team thanks AL 99 for taking the time to speak with us.
Tap in and stream “Addictive Visions” now!
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