Utilizing both a background in production and inventive rap styles, Boston rapper/producer Latrell James crafted a unique and often textural sound for his solo material. After self-releasing his debut, James connected with Cheerios, who commissioned a song from him for their 2017 "Good Goes Round" ad campaign. James' original song was used as the primary focus of the feel-good campaign and it brought him further exposure as he worked toward releasing new music.
Born in Dorchester, Massachusetts in 1990, James grew up in a household where music was always playing, his parents enjoying a diverse array of sounds. He began rapping at age 12 and soon branched out into his earliest phases of production, opting to make his own beats because he couldn't afford to buy them from other producers. He and his brother taught themselves the basics of computer production and he eventually went on to perform on a local level. In 2015 he self-released Twelve, a solo album of exploratory production, socially conscious lyrics, and the first looks at his layered and sometimes trippy approach to making hip-hop. In 2017 a friend who worked in music licensing connected James with Cheerios who needed music specifically created around the themes of growth and spreading positivity. James collaborated with the company and came up with "Good Goes Round," a song that would become the namesake of the campaign. The catchy and life-affirming song garnered James lots of attention, and he moved on from that milestone to work on more of his own music as well as focus on producing other artists. In addition to producing tracks for Cousin Stizz and Lil Dicky, among others, James issued several new singles in 2018. Songs "Okay," "Today," and "Mona Lisa Bonet" appeared one after another as the year went on, and he continued to work on a new album. ~ Fred Thomas