LaTruth: “Drop It Low” Challenge & Smoking With Snoop Dogg

LaTruth is an anomaly in the music industry, here to prove you don’t have to be boxed into any one thing. The multi-talented rapper, singer, songwriter, actor, entrepreneur, and internet personality can do it all, accumulating over 100 million streams while still helping the success of other social media stars. The North Carolina native exploded onto the scene with his hilarious, viral skits oftentimes including his wife and children — pushing positivity and the importance of family life.

As the CEO of his own Viral Media Group and Fast Cash Records/Gswag Enterprises, the Atlanta native stays extremely busy releasing new music, filming his web series Will He Cheat, and even opening a storefront where he plans to host his official podcast and business seminars.

Most recently, LaTruth released his newest single titled “Don’t Disrespect” featuring the legendary Snoop Dogg, along with his R&B ballad titled “Drop It Low.” 

Read below as we discuss LaTruth’s buzzing single “Drop It Low,” why black men don’t cheat, his relationship with his wife, the funniest video he’s done, how he linked with Snoop Dogg, the independent grind, studio essentials, opening a storefront in Georgia, and more!

AllHipHop: How’s it feel to see the #DropItLowLaTruthChallenge going up? 

LaTruth: It’s dope man. As an artist, this is why we do it: to uplift other people, have them singing and dancing. This is great right now seeing everybody vibing out, knowing they like the feel. To be able to bring that real R&B back. Even though I’m a Hip Hop artist, I always wanted to do the R&B as well.

AllHipHop: I hear your vocals, how was it creating that song?

LaTruth: It was dope, one of those natural moments. Quarantine started and they had shut all of the clubs down. Found a dope beat, I played the beat and started singing it to my wife. She started dancing for me, and that’s how I came up with this song. It was one of those freestyle moments and now the world’s dancing to it, it’s dope.

AllHipHop: Talk about your relationship with your wife. You don’t see a lot of married couples in the industry, it gives hope to people.

LaTruth: We’re best friends, we have a lot of fun together. We’re both ambitious, we both work really hard in our careers. We both love our children. That’s the family dynamic it’s supposed to be, have fun. Live life, enjoy it. 

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AllHipHop: What do you want people to get from “Drop It Low”?

LaTruth: Good vibes, good energy. 2020 was a bad year, hopefully 2021 is a better year for everybody. I want everybody to vibe out, especially for the people who are in relationships. If they listen to that song, have fun with each other. A lot of couples get together and stop having fun, I think that’s what causes a lot of marriages or relationships to end. People have to still have fun and enjoy each other‘s company.

AllHipHop: What does having fun mean to you?

LaTruth: Having fun is smiling, enjoying each other‘s time. Going out of town, taking trips together, working out together, making jokes with each other, laughing, being comfortable with each other.

AllHipHop: How did y’all initially meet?

LaTruth: We met online, like a lot of other people did online.

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AllHipHop: When did you realize you were funny and could do comedy?

LaTruth: I didn’t realize until I started posting the videos. I was being me, being humorous but I didn’t expect it to be as funny as a lot of people thought it was. I’d go out even though I’m a rapper, some people would say “yo when’re you doing some stand up?” Stand up? Y’all want me to do some stand up? Coming soon, I’m thinking about doing it now. A lot of people have been pushing me to do it. The same way they pushed me to do the singing, and I did that. It’s successful right now so why not?

AllHipHop: What’s the funniest video you’ve done?

LaTruth: It’s hard to say because a lot of people say different things. A lot of people talk about my web series, Will He Cheat, that did over 50 million views. They talk about that one as being funny. I wasn’t trying to aim for comedy comedy, but a lot of people looked at it as being funny. Obviously, everybody knows the pranks that me and my wife did with each other. 

AllHipHop: What were you trying to do with it? If it wasn’t supposed to be straight humor.

LaTruth: It’s supposed to be funny, it was more Will He Cheat? In most situations, they feel like men always cheat. I put myself in situations where I was the perfect guy and all the girls were the ones doing the cheating, that’s where they found more of the humor from.

AllHipHop: That’s such a strong title, I know Lil Duval has a song called “Black Men Don’t Cheat.”

LaTruth: Yeah, that’s true by the way. All of the black men I know. I can’t speak for everybody but the ones I hang with they don’t.

AllHipHop: Do you think women cheat?

LaTruth: Most definitely, I think men do too. I said black men don’t cheat. [laughs] That’s what Duval said, shout out to Duval. I can’t say he’s lying. I don’t be around those types of dudes. If they’re cheating, I don’t know nothing about that.

AllHipHop: You’ve been in Atlanta for a decade but from North Carolina. How was it growing up there?

LaTruth: It was cool, it’s very competitive in whatever it is you want to do. If you’re a basketball player, you want to be the best basketball player. If you’re a rapper, you wanted to be the best rapper. You want to be the best singer. That’s what I can say about North Carolina, it’s competitive with everything. Atlanta can be competitive, but a lot of people want to work together. That’s the difference I like with Atlanta versus North Carolina, more people want to work together In Georgia.

AllHipHop: Atlanta is known for trap, do you make trap records too?

LaTruth: Nah, I don’t make trap songs anymore. That’s in my younger days. I can’t rap about no trap stuff right now, they know I’m a family man. I’m not trappin’, I’m trying to stay free out here. I don’t want to go to jail. I rap about what’s really going on. I’m not really for rapping on the trendy stuff. I rap about what I can relate to, what I’ve experienced. Obviously, the trap is something I’m not doing anymore. Shout out to everybody, I know what it’s like. I come from that but I’m in a place now where it’s transparency, I keep it real.

AllHipHop: How’s Mrs. LaTruth doing?

LaTruth: She’s doing great, thanks for asking. I appreciate the love and support y’all give my wife too.

AllHipHop: How many kids do you guys have?

LaTruth: 5 all together. We’re done, no more.

AllHipHop: Do they bump your music?

LaTruth: They definitely be wanting to vibe out, sing and dance to it. That’s another reason why I keep my music as clean as possible.

AllHipHop: How do they feel about “Drop It Low”?

LaTruth: You have to look at it like this: we were kids listening to all types of music. We didn’t understand what we’re singing, we’re just singing. Even right now: [sings] “let me see you dance girl, drop it low.” When they get older around a certain age, they might understand what it means. At these ages, it’s a melody. It sounds good and feels good. I know I grew up listening to R&B. In some of those songs, they were talking about all types of sex, but I’m young so I didn’t know what they’re talking about. 

This song’s nowhere near what a lot of the music the kids are listening to now. I saw a lot of kids singing “WAP,” there’s a lot of songs degrading women. I’m not saying anything to degrade anybody. It’s a good vibe, definitely made for couples. It’s one of those songs that sticks in your head, I have so many videos with kids singing it. Wow, they know the lyrics and everything.

AllHipHop: What’s the reality behind turning your social media into a million dollar business?

LaTruth: You have to be consistent. There’s a lot of hard work that has to be put into it. You might not be able to do a lot of things other people are doing that’s not on social media. If you’re transparent like I am, you have to be prepared for the judgmental people. It’s gonna be people very judgemental at everything you do. Me being a rapper, actor, comedian, motivational speaker, all that I do, they see more of me being a husband and a father. 

Certain things I do in entertainment still interferes. I see the comments: wow. How don’t you realize that this song you see all these women dancing to, is my song? They think I woke up one day and said “you know what, I’m going to post women twerking on my page all week long.” They have to grasp onto the fact that I’m an entertainer. I get where they come from sometimes but at the same time, think closely of what’s going on. He’s promoting his record right now.

AllHipHop: Do you have any tips for entrepreneurs or aspiring artists that want to survive the pandemic?

LaTruth: Take advantage of social media man. Definitely go Live, speak to your fans, connect and get to know them. Create new content daily because the money’s in the content. A lot of us feel like the money is in the shows. You can get paid for the shows too but maximize your social media. Facebook’s monetizing, Youtube’s been monetizing, Instagram’s monetizing now, TikTok. 

AllHipHop: Really, Instagram?

LaTruth: Certain people are getting monetization on Instagram, I know for sure they’ll be rolling out to everyone else. Like Youtube, you have to get a certain amount of viewers, but you can monetize your content. I opened up an office in Suwanee, Georgia to give people a platform as well. Look it up, you’ll be able to pull up and get my expertise on the matter. 

AllHipHop: When did you pick up the name LaTruth?

LaTruth: LaTruth is The Truth in Spanish. When I first started putting music online, I’ve been doing this for a while. During Myspace, I put in The Truth and it was 20 pages of rappers. Wow, everyone wants this name so I had to figure out something to where it’s my name and nobody else has it. I started typing in stuff and came up with LaTruth. I put it together and no one had It. LA is also an acronym: lyrical assassin. There’s a double meaning. For everybody watching when you search it, put LaTruth all together. I branded it as LaTruth all together.

AllHipHop: Coming up, was it always music?

LaTruth: Music was the first thing. I started doing a lot of other things like acting, but music’s the first passion I had at an early age. I was 9 years old when I first started trying to write some lyrics down on a piece of paper. In middle school, I remember taking a CD to school and letting the kids hear it. They said “it’s dope.” It’s something I’ve always wanted to do 

AllHipHop: How’s the independent journey been?

LaTruth: It’s cool, I like to be able to be creative. When you get with the label, you have to move how the label wants you to move. I like to be able to be creative. If I was signed to a label, my music would be way different. They’ll force you to do trendy types of music, music I might not stand for or agree with. The creativity being indie is what I like the most, then obviously the money’s way better. If your music’s doing numbers, you’re going to see way more money.

AllHipHop: What can we expect from the “Drop It Low” video? You and wifey? 

LaTruth: Most definitely, that’s my video vixen. [laughs] She’s definitely going to be the woman in “Drop It Low” for sure, because that’s why the song was made. I want to be transparent and show where I was coming from when I made the song.

AllHipHop: What’s the premise of a Viral Media Group and Fast Cash Records? What does it mean to be a CEO?

LaTruth: Flash Cash Records is the name of my record company, I came up with that name over 10 years ago. Viral Media Group is the company I started in Charlotte, North Carolina to reach out to new talent, people who want to get their stuff known on major platforms and grow their market streams. Viral Media Group is LaTruth now, I might as well use my name even for that. I branded myself from being able to put other people on through social media, I put a lot of influencers to make millions of dollars. Just through Facebook, having over 8 million followers. I took pride in being able to help other people get to the next level.

AllHipHop: If you had a remix to “Drop It Low,” which 2 artists would you like to be on the track?

LaTruth: DaBaby’s from North Carolina like me, it’ll be dope to have Dababy on that. I definitely would have Chris Brown, I could see him singing that. I could see him coming with some fire, he could rap as well. I did the rapping and singing on this one, but Chris Brown would do a good job with it. 

AllHipHop: How did “Don’t Disrespect” featuring Snoop Dogg come about?

LaTruth: That collab was set up through my management they sent over the track with Snoop. I went in the studio, did my part. After that, I linked up with Snoop. We smoked and vibed out to the song. I remember being in his living room, I’m sitting there rapping and him saying “you killing it cuz, you killing it nephew!” That was dope for me to be around a legend like Snoop Dogg, to see how the energy was in the room ith the verse. That song’s still going to be a #1. Sometimes it doesn’t take off right away and I’m doing it indie, I’ve seen songs take 5 or 6 years before they go to #1. 

AllHipHop: How was smoking with Snoop? Were you able to keep up?

LaTruth: Nah, I’m a lightweight compared to Snoop Dogg I can’t hold you. 3 blunts in, I’m through and he’s still rolling up and smoking. His blunt are like this. [motions hands] He has his own strain of weed, it’s crazy. 

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AllHipHop: 3 things you need in the studio?

LaTruth: I’ll be 100, all I need is a dope beat and a mic. I’m straight. I don’t necessarily have to have the extra. I know some people need liquor or weed, but I don’t have to have that. I can naturally tap into my artistry without any of that. It can definitely help but I need that microphone and that beat, it comes natural for me.

AllHipHop: Where do you get your most inspiration and creativity from?

LaTruth: Going through so much, having so many obstacles placed in front of me since I was a kid. I lost my mother when I was 5 years old. I’ve always had obstacles in front of me where people would tell me “you’ll never be able to accomplish this or that.” I thrive off of it. I’ve accomplished everything I’ve set out to, it didn’t matter what’s put in front of me. Whatever hurdles it was, I crossed them with no problem. That for me motivates me more. Whatever challenges come in front of me, I’ma make sure I get through them.

AllHipHop: Goals yourself as an artist at this point of your career?

LaTruth: I want to definitely win a Grammy and Oscar. I want to win a R&B award and a Hip Hop award. I don’t know anybody to ever do that, I’ma be the first artist to do that.

AllHipHop: What’s it going to take to get there?

LaTruth: Consistency, like what I’m doing now. I have a new single coming. I’ma be banging them out back to back.

AllHipHop: Being a comedian and entrepreneur, do you ever feel like people don’t necessarily give you as much time of day as a musician?

LaTruth: This is all new, I’ve been making music forever. I stopped doing music and started doing more of the skits, pranks, and comedy stuff. Tapping back into the music, I can imagine it won’t be too easy because they got accustomed to seeing one thing, but I’m going to do all-in-one. You may see a music video that has some comedy with it. Sometimes you have to add everything into one, hit them with that element of surprise. Wow, this guy can rap, sing, and came with some funny stuff in the video as well. You gotta reinvent yourself, more people need to reinvent themselves. You can’t get comfortable doing one thing or doing it one way, you have to try different things and that’s what I’m doing.

AllHipHop: What do you do to stay grounded?

LaTruth: I try to be a better version of myself each and every day. No matter what I accomplished yesterday, I want to be better than that the next day. Go to the gym, get on the treadmill, play basketball, things like that for me are stress relievers. Obviously, I smoke a little bit from time to time to get my mind right. That weed definitely helps.

AllHipHop: Do any of your kids want to do what you’re doing in the future? 

LaTruth: Yes, my oldest daughter wants to be a singer. She already has a beautiful voice, I started working with her with singing when she’s 5 years old. She’s 13 now. My son Joshua wants to be a rapper. I’m trying to keep them focused on their education, but I’ma start working with them. I’ma teach them positive rap, that’s what I want them doing. 

AllHipHop: How long have you been in the music industry?

LaTruth: Over 10 years, been doing music for over 10 years. Over 15 years to be honest. A lot of my music isn’t even put out. I’ve recorded over 300 songs, I may have 8 to 9 songs online. I pushed pause on that for a little bit, but I’m back. Y’all can expect a whole lot more music coming. I’m gonna drop an album with R&B, similar to “Drop It Low.” I’m gonna do R&B and rap combined. 

AllHipHop: Talk about opening a storefront where you‘re going to have your podcast and business seminars. 

LaTruth: I opened that in Suwanee, Georgia, it’s called LaTruth. If you’re in Georgia, search LaTruth it’ll pull up for you. I have a podcast, I’ma be doing filming in there. If you need photo shoots done and marketing, why not come to an expert? I have over 11 million followers on all of my social media combined. I’ve created thousands of stars on social media. If you follow me on Facebook, you’ve seen so many people who have 50, 60 million views off of my page, which transferred to their other platforms. 

AllHipHop: Anything else you want to let the people know?

LaTruth: To all of the solid real true supporters, I love each and everyone of y’all. Thanks for supporting and rocking out with me. Thanks for supporting the new song, I appreciate the love and support. 2021’s about to be a big year, it’s going to be a big year for you guys too. Stay positive, keep yourself surrounded with good people. Stay away from negativity, drink water, and get your exercise in. Focus on being a better you tomorrow than you were today. Keep that energy every day and everybody gon’ be good.