• Contact Generation Now
  • A&R
    - williejoe@thegenerationnow.com
    - royce@thegenerationnow.com

    - lake@thegenerationnow.com

    Merch & Design
    - tc@thegenerationnow.com
    - Reddz@thegenerationnow.com



From old school blues all the way to modern hip-hop, music purges pain.

Maintaining this tradition, Jacksonville, FL rapper and singer Seddy exercises raw emotion in each verse and every hook. Holding nothing back, his confessional lyrics and catchy cadences cut deep as he details struggle in real talk. Signed to Florida Boy Entertainment/Generation Now/Atlantic Records, he makes a connection by way of catharsis on a series of upcoming releases for 2019 and beyond.

“I try to engage with my songs,” he proclaims. “It’s every emotion you can experience. I’m just a young, humble, crazy, and wild project kid with a fucked-up temper—but a wonderful heart. I’ll always tell you straight up how I feel. This is street soulful real deal pain music.”

He drew on a fair share of hardships to get to this point. Born and raised in Jacksonville to a single mother, he admits, “I went through every phase—homelessness, racism, bullshit, and everything.  A turbulent childhood came to a head as his family ran out of options and moved into a homeless shelter as he entered high school. At the age of 15, he became “a full-blown juvenile delinquent” with stints in and out of county. Despite professing fandom for Tupac, Lauryn Hill, André 3000, DMX, Future, and Erykah Badu, rap never seemed like an option until he witnessed the murder of his best friend Johnell in 2016. Gunned down at a party, Johnell’s last words struck a chord with Seddy, “Ball out for me”. “I had to stand up for him. I wasn’t going to let anyone disrespect his wishes, so I started rapping.”

He tried his hand at an unofficial remix of Bryson Tiller’s “Remember,” and it caught fire on Soundcloud. He dropped The Roots mixtape in 2017 followed by the Just Cause EP and 2018’s Death B4 Dishonor: Loyalty Over Everything. Joining forces with Florida Boy Entertainment and Generation Now, he made mainstream waves on the 2019 single “LOWKEY.” Over a sultry throwback R&B beat, he slides from airy freestyled verses into a slick and secretive admission, “I keep it low key.

“I was hooking up with a girl, but we kept it low key because she had a boyfriend,” he goes on. “She would be posting pictures with her man every day though. The song is about having a secret affair and keeping it on the low.”

The track paved the way for his 2019 project Roots 2. Straining melody out of darkness, he pays “tribute to dead friends” on “Dead Homies,” while the blunt and bold “IDK” confronts “getting depressed out of the blue. On “Elmo,” he flexes a dynamic cadence into a turn up anthem, illuminating his diverse style.

“I understand where I came from and want to wake everybody up to respect real music again,” he exclaims. “I want to get the game back to rapping. No matter what you like, you can play this.”

In the end, Seddy’s voice will resonate for a long time to come.

“I want you know to understand my pain and know I understand yours,” he leaves off. “It’s okay to cry. I’m here to remind everybody they’ll get through it.”