For BigXthaPlug, Rap Is Business, and Business Is Good

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The rising Texas rapper talks about his new album, making music to feed his kids, and what it feels like to finally make it

offices as a united front, cracking jokes while the fall sun flares off their gleaming 600 Entertainment chains. BigX greets me withHe landed earlier that day and says he’s considering flying back home to Texas that very night. While there’s plenty for a beloved rapper to get into in New York City, he tells me he’s all business whenever he’s in town. Besides, he’s trying to get back to his seven-month-old daughter, and son, Amar.

The song became a breakout single that wasn’t just an ode to the Lone Star State but an introduction to BigX as a beacon of a new era of Texas rap. He exemplifies the region’s devotion to captivating sample loops and full 808s, but he does so with modern cadences and an inimitable baritone bellowing at a frequency somewhere around the depths of a Texas oil reserve.

“Texas” is RIAA-certified gold, and he’s gone platinum with “Levels” as well as “Mmhmm,” a banger with a Whispers sample also used in Will Smith’s “Miami.” The glitzy single has so much momentum that he put it on his 2023 release, He tells me he sat down with his team and ideated three predominant themes for the album. The first is, “When it get better, it get worse,” he says, talking with his hands as he points out the project’s stratagem. “Yeah, I got jewelry, I got money, but I don’t get to see my kids that often,” he says. “ a lot of people begging, people I don’t even know. A lot of people poke the bear.

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