Deante Hitchcock has an undeniable talent. From his flows to the creativity of his visuals, by the help of his team, there is so much more to anticipate from the kid. “I Got Money Now” rapper has put out his latest album, ‘BETTER,’ that reached over five million streams within that weekend. The 10-track album had special appearances from Miguel, JID, Young Nudy, 6LACK and St. Beauty. Hitchcock has been heavily in the game with his dope freestyles that leads up to his albums. For the first time, he performed in Atlanta the track “PTSD,” from the ‘Revenge of the Dreamers III’ compilation album, which was a historical moment. We caught up with the “Attitude” rapper and discussed his Amazon Music commercial, his moment when performing “PTSD” for the first time and more.
RESPECT.: Having over five million streams and counting, what can you say was your most highlighted of making the project?
Two or three weeks after the tour, I made the album. It was crazy because we made over 30 to 40 songs. My producer, manager and the team were with me. If I had to choose, “Angels” wouldn’t be on the album. We had songs sitting for a year.
Cover art by: @gageomcrae and @mumblesaurus
RESPECT.: What made you call the album ‘BETTER?’
It was a reflection of life, decisions, etc. The first album was named, ‘GOOD,’ that dropped in 2016. We had the idea, a few years ago, to have the names of the future project of ‘GOOD,’ ‘BETTER’ and ‘BEST.’
RESPECT.: I see you doing commercials for Amazon Music! Congratulations on that! What was your approach on doing that?
Believe it or not it was shot on top of my house. Amazon had sent the script and all I had to say was “Alexa, play ‘BETTER.” If you look closely, it tells you where I live.
RESPECT.: I saw your performance, before COVID-19, at the Genius event in Atlanta, and you performed new and old songs. Tell me your experience on that.
The experience was great! I love performing. It was a perfect opportunity to perform “PTSD” for the first time. We couldn’t get Omen because of a family emergency, but everyone was in town, so why not! The song hasn’t been performed, it was a great opportunity to do it.
RESPECT.: With your merch and characters, whose idea was it to be original?
The different characters were my manager’s idea. After the commercial, we went straight to it and it only took 20 minutes to do. I had four shirts and dressed it up with random things like a fly swatter, cleaning bottle, rag and all sorts of stuff. Fans loved it and bought the merch.
RESPECT.: Being on Dreamville’s ‘Revenge of the Dreamers III’ compilation album and having a platinum record “PTSD,” what was your take on that? What you learned?
I was outrapping everyone on whoever wanted to do it. Other artists and I have shared and spilled a lot of gems. Chris Bosh was there making beats. The Milwaukee Bucks team were there giving out donuts. Everyone had the same experience as us.
RESPECT.: Do you like to do freestyles or make albums?
Freestyles are more free. I don’t like the stigma of it and that it’s a pigeon hole; because many won’t check out my music (albums).
RESPECT.: What song was the most fun to make? Why?
“Attitude” is a run through a wall record. It has a trap mix with Trillville and Scrappy beat to it. It is like a Bee smoking a black mild with some air forces.
RESPECT.: When writing the two singles: “How TF” and “I Got Money,” describe the two different stories or meanings of the songs.
“I Got Money” highlights my life to help my mama when she was looking out for me all my life. To sum it up, it is a rags to riches story. “How TF” is a vulnerable track that talks about relationships on how to love someone the right way and what love looks like up close while learning from trial and error.
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