Found in the Inbox: T.R.U.B. Brings the Truth on “Four Five”

“In a culture where sex, drugs, politics, violence and money dominate the music industry,” the Rive Video Promotion campaign for “Four Five” says, “T.R.U.B. brings the TRUTH.” The Memphis rapper puts it in a sentence: “I produce REAL music conveys an image of hope, pride, and fun with an emphasis on hard work and effort that leads to overcoming life’s challenges.”

Started at 11

Born Lawrence Johnson in Alexandria, Virginia, and raised in Memphis, T.R.U.B. released a first mixtape, Cruel to the Game, at 11, followed by the album Situation of a Hustler, produced by Richard “Enigma” Harvey. By 15 there was a large underground following, and A&R executive Rob-E-Rob Devine signed T.R.U.B. to the Los Angeles label G Money Records.

Heavyweight company

The campaign lists performances and collaborations with Snoop Dogg, who arranged the West Coast single “Bring Da Funk,” plus OJ Da Juiceman, 50 Cent and G-Unit, Juvenile, Young Jeezy, Eminem and D12, Three 6 Mafia, Dem Franchize Boyz, 8Ball & MJG and Hurricane Chris. The 2010 mixtape Da Appetizer introduced the nickname The Iron Chef.

Why it was in the inbox

Positive rap with Memphis grit is a harder balance than it sounds. “Four Five” holds it.

Watch the official video

Quotes and release details from Rive Video Promotion’s campaign for “Four Five.” This feature updates Exposed Vocals’ original March 2017 post.