Los Angeles Based based rapper Eternal Swyft is one of the most determined and inspired emcees among the new school Hip Hop generation. Riding off the momentum of his singles “The American Dream,” “Here To Stay,” and “My Pride,” Eternal Swyft is making a huge impact in the independent music world and beyond. The music video for “The American Dream” has received over 50,000 views since being released online and it’s currently being played on the German TV station iMusic1.
Background: Originally from the Lynwood section of Los Angeles then to the San Fernando Valley. Started writing poetry as a kid, then it turned into rapping when I was in high school now Swyft holds a Master’s degree in Sports Management. Now music is his passion.
AllHipHop.com: What is the significance of your name?
E-Swyft:The significance of my name Eternal Swyft is about being remembered forever. I’ve always wanted to leave a positive and everlasting impression on the world and music is my avenue to do that. So that’s where “Eternal” comes from. My father instilled in me a very hard and tireless work ethic in any and everything that I do. So “Swyft” comes from always moving, always working and always attacking. I added a Y instead on I just to switch it up a little, but overall Eternal Swyft means “working hard to live forever.”
AllHipHop.com: Who would you say is your target market?
E-Swyft: My target market are Hip Hop fans ages 20 and up. I say that because college students and mature audiences relate to my music the best. Within that, classic Hip Hop fans that loved the “Golden Age” in the 90’s and early 2000’s, Conscious Hip Hop fans and of course mainstream fans are whom I’m targeting. I truly feel that I can fit in with the Lupe Fiasco-Jay Electronica-Common crowds and still fit right in with the Jay-Z-Kanye West-J-Cole-Kendrick Lamar crowds seamlessly. People who want more thought provoking, storytelling and poetic music will absolutely love Eternal Swyft.
AllHipHop.com: What is your USP? (Unique Selling Proposition) and what sets you apart from other Hip Hop artists?
E-Swyft: My USP is that “I make music that you can relate to and escape to.” I combine a raspy voice with unique intellectual/thought provoking lyricism, creative song concepts and storytelling skills to make excellent Hip Hop music by painting pictures with words that you see when you listen to me. I’m very unique and I stand apart from other Hip Hop artists due to my sound and style. When you hear my voice on a song, you know it’s me. When you listen to what I’m saying, you hear that I’m saying it in a different manner yet you’re still getting the message of the verse and song. I’m also unique since me being from Los Angeles, I don’t fit the stereotypical “Thug-Gangsta-Drug Dealer” image of a West coast artist.
AllHipHop.com: What single or project are you currently pushing?
E-Swyft: I released my first project entitled “Plan B” on July 24th and it’s received excellent reviews from music writers, sites and blogs. It has received 10,000 downloads on DatPiff and about 30,000 listens. My main single is called “The American Dream” and I was told the powerful video was played on MTV Jams a few weeks ago. It has over 50,000 views and it was played on German television station iMusic1 a few months ago. My next singles will be “My Pride”, plus “Here To Stay” and “Never Enough.”
AllHipHop.com: What is your opinion of the current state of the music industry?
E-Swyft: The industry, to me, is in an odd state at the moment. The focus has gotten too far away from quality music. Originality also seems to be getting scarce too. The thing is though, it’s all a direct result of evolution. The times have changed, people have changed, so of course Hip Hop and the music industry has evolved over time to reflect the current general state of mind of the public.