Watch any Sonny Digital interview and you would immediately notice that he never acts on a chance to brag about his past accolades. Despite having countless platinum and gold hits with nearly every major rap artist since 2009. These hits range from Kanye West, Drake, to Future, Sonny doesn’t seem content to dwell. When the media asks the 28 year-old Grammy-nominated producing rapper about how immensely successful and influential his 10 year career has been, he normally just shrugs and states it happened through simply putting in work. If Sonny was a receiver in the NFL, he’d be the player that hands the ball directly to the referee after a touchdown without celebrating.
During his press run for his upcoming project Black Goat II, releasing on his label Rollin’ Records (A joint venture with Atlantic Records), Sonny has been much more interested in discussing his new ventures that grow his ever expanding Rollin’ imprint. Another project he’s kept under wraps is his partnership with Cannabis executives Andrew Farrior and Ryan Rapaport for a Cannabis portfolio company, Digital Venture Partners, which will act as the parent company to his very own Rollin’ Grams Brand.
In addition to his anticipated transition into Cannabis, Sonny has been one of the most vocal advocates to protecting and promoting upcoming producers, even exploring the idea of a union that will negotiate more favorable terms for all parties involved. His work with Producer Grind, in which Sonny holds workshops and Q&A sessions with aspiring producers, has cemented himself as a thought leader within hip-hop, and a quiet branding genius that plans on compounding his success outside of the stereotypes we’ve placed on the producers who delivered the world the Trap sound 10 years ago.