By: Shirley Ju (@shirju)
Coming out of Daly City near San Francisco, Priceless Da Roc is the genius and founder of the “Yiken” song, which went on to become a dance phenomenon and viral meme takeover.
Described as “regularly twerking and you behind it, but with motion,” “Yiken” can be compared to the ballerina of freak dancing.
AllHipHop caught up with Priceless in sunny Los Angeles hours before he performed at a high school basketball game with Power 106.
AllHipHop: “Yiken” was a good record for you. Did you think it would blow up like that?
Priceless Da Roc: No. You hope — when you do a song, everything kinda slaps to you. “Oh yeah, this is going to go crazy!” But that's not usually how it works with every song. When I made it, I thought it was a hot song but I didn't know it would last this long or be this hot. It definitely surpassed my expectations for it for sure.
AllHipHop: What was your reaction to all the memes that came with it?
Priceless Da Roc: Juiced! I be juiced. I know some people are like “I don't look at the memes,” I look at the memes. [laughs] I watch them all. I like to see people interacting. I like to see that a song I made motivates people to do something. There are millions of songs. For someone to be like “let's do this to this particular song,” especially since it’s been out for so long and doesn’t necessarily get on TV or the radio, just an organic pick — it's really dope. Big smile.
AllHipHop: You dropped Forever California 2 last year. What can we expect from you music-wise?
Priceless Da Roc: Turn Up God this year! Dropping the Turn Up God this year, dropping the Turn Up Gang project this year. Just a lot of s##t. Keeping it consistent, giving the fans what they want. Make sure we keep the energy high. We definitely gonna come full force this year.
AllHipHop: What is your take on the music industry?
Priceless Da Roc: It's more diverse than it's ever been. It gives everyone an equal platform to blow up. Before, you had to get permission from a label and A&R, but now, success is completely dependent on your work ethic. I definitely love where the music industry’s at. I hope it stays like this for a long time, and it doesn't switch and turn into something else because I like how things are moving. [laughs] But I like it, I love it. I appreciate it.
AllHipHop: What are some goals yourself as an artist at this point of your career?
Priceless Da Roc: Just keep becoming a better artist, keep taking things to new levels, keep creating things. Keep setting boundaries in the Bay Area. Just innovative, all the optimistic stuff of continuing to rise, continuing to make more and be successful. Basically, all in a nutshell. That's the goal, take everything to the max. The most success we can get and continue to push.
AllHipHop: How important is social media for your career?
Priceless Da Roc: Super important. Social media is probably the most important thing next to actually rapping. Because that's where people consume all of their content at. Without social media, you really don't have a platform nowadays. Especially with the memes and the “Yiken” and all that, social media is definitely a key component to myself.
AllHipHop: Who’s the most played artist on your phone?
Priceless Da Roc: For sure probably Lil Wayne. Then in my free time, next is probably 03 Greedo. I know that’s kind of a left, but I listen to a lot of Greedo. For sure is Wayne though.
AllHipHop: Friend: Chris O’Bannon!
Priceless Da Roc: Oh yeah, Chris O’Bannon for sure. 03 Greedo and Weezy. Those three.
AllHipHop: What's your favorite 03 Greedo song?
Priceless Da Roc: My favorite Chris O’Bannon song is “Keep it Player” for right now. My favorite 03 Greedo song is for surely “Wake Me Up in Traffic.” Then my favorite Weezy song is any Weezy song. Anything Lil Wayne, I'm in it.
AllHipHop: What’s your favorite Carter?
Priceless Da Roc: gotta go with Carter II. Carter III is definitely epic, but Carter 2 just at the point when it came out… Wayne was just on something else at that point.
AllHipHop: Dream collab?
Priceless Da Roc: Biggie’s dead, can't do Biggie. I would have to say Puff Daddy. P Diddy for sure, that was my childhood idol. That’s who I looked up to. That's who I steal my adlibs from. If I got a chance to do a track with Diddy, I definitely would.
AllHipHop: Anything else you wanna let us know?
Priceless Da Roc: Turn Up God on the way. Turn Up Gang project on the way. Big things popping off you already know, Bay area. Yeee!