LaTheGoat - Shine In The Ghetto (Live Session) | Vevo Ctrl
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LATheGoat - Shine In The Ghetto - Live Session | Vevo Ctrl

“Where I’m from you either die or you make it happen/Not in a million years I thought that I would make it rappin’.” Hip-hop can soar when it shows its candor, stressing its doubts as much as it does its bluster. LAtheGoat gets milage out of sharing a private insecurity or two. The rhyme above comes from “You Wouldn’t Believe Me,” in which the Tampa MC, who levels up with each new mixtape and video, speaks from the heart. When an artist is that frank, listeners are drawn into the music, like there’s secrets being told, and you don’t want to miss ’em. Last year’s ‘Goatmode’ was LA’s most potent mix of beats and lyrics so far. That’s why Jermaine Dupree grabbed him up (after catching him rapping “Money Ain’t a Thing” on Instagram) and that’s why Def Jam is happy to bring him to the world (after the regional buzz became deafening). Growing up in a family with eight siblings, working in call centers and warehouses, putting up with the “everyday shit, everyday ghetto, everyday struggle,” young Lader Andrews always liked music. He didn’t start getting serious ’til five years ago. This J Cole fan called his debut ‘Masterpiece,’ so there wasn’t too much doubt about his self-perception. A string of tracks got him rolling, but “8 Bands” broke things open, especially when Florida hero Rick Ross jumped on the remix. Now he’s on a roll, making some of his strongest music of his career. When he hit our Brooklyn studio, he turned “Shine In The Ghetto” and “You Wouldn’t Believe Me” inside out. Keep your eyes on the Goat.

LATheGoat
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Executive Producer: Micah Bickham
Director: Bram VanderMark
Producer: Averi Smith
Director of Photography: Skyler Brown
Editor: Kevin Rose
Music & Talent: Cynthia + Jordan Ferree

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Music video by LaTheGoat performing Shine In The Ghetto (Live Session / Vevo Ctrl). © 2021 So So Def, LLC / Def Jam Recordings, a division of UMG Recordings, Inc.

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