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Artist Name: Villa
Origin: Atlanta, GA
Villa’s Shop: www.shop.pltf.us
Photography by @
Remember Richie Souf? Of course you do the young producer has a great production and of his best work thus far is with fellow ATL compadre Villa on his project, Vertical. Villa has distinct melodies and laidback flow mix it with Richie Souf’s Trap influence production; you get Dream Trap. After releasing two previous projects, Pack Light, Travel Far and I N E R T I A, Villa found a sound that evolved and elevated him to his Vertical level. If you haven’t taken a listen check out the project on Spotify and get to know Villa with the interview below, S/O to Mike Boyd and his team!
A&R Report: Thank you for your time! Villa, How’s life?
Villa: Man. Everything Vertical. I’m in the studio w/ Richie as we speak.
A&R Report: Who is Villa? What’s your story?
Villa: I’ve been running around the Southside of Atlanta and Atlanta in general for a minute. I wasn’t born here, I was born in California., but I’ve been here long enough to earn my keep. This is where I found my love for music.
A&R Report: You are based in ATL and off the bat you have a different sound not the Trap influence sound, you call it Dream Rap, can you elaborate on that? What is Dream Rap?
Villa: I really coined that term when I recorded “In Or Ain’t” with my guy Fade Majah. I just felt that I needed to brand my sound as I was finding it. Put it inside a box I could call my own. Dream Rap is a mixture of a lot of things. But simply put, it’s making what I think I would like to hear lyrically. Sonically, its exactly what you hear.
A&R Report: What was the approach you took with the Vertical project?
Villa: Well, my sound is Dream Rap and Souf’s sound is Trap. So you combine those two and you have Dream Trap. But we didn’t realize that’s what we we’re doing at first. When we started recording in January I wasn’t playing with melody yet, I was just rapping. But through us recording and constantly making records both of our styles evolved.
A&R Report: What is the meaning behind Vertical? What do you want listeners to get from it?
Villa: I didn’t plan this but my last two projects have been based off some sort of movement: I N E R T I A & Pack Light, Travel Far. I guess you could say I have a strong attraction to motion and evolution. Vertical is like saying, it’s time to move upwards. like, why are you still at the bottom? aren’t you tired of this? are you comfortable? don’t you want to level up? level up then. You can only go up from here.
A&R Report: What made you to have the project completely produced by Richie Souf? Did you plan on that to happen, like did you just want Richie Souf to produce this project?
Villa: We linked up and continued to work on the sound. We were originally going to drop a bunch of projects this year but the sound kept evolving that it made me feel like instead of flooding music out in desperation, we should just focus on one thing.
A&R Report: How did you meet Richie Souf?
Villa: At the beginning of the year, and somewhat last year, no one was really producing for me like that. So I focused on my clothing in the meantime. That tipi and heart on the shirts that I wear. Actually, some people in the city (and outside) even have it tattooed. It’s a real honor. But Richie hit me up in January out of the blue asking for my email via twitter. I gave it to him and he sent me like 30 beats. I knew right then he was special.
A&R Report: Any other producers you working with or plan to work with?
Villa: Yeah, I’m working with Ceej of Retro Su$h!/Two-9. I’ve done some work with Ducko Mcfli. And I have some jams with a few others I haven’t released yet.
A&R Report: Two records that stood out were Neon Pink and Futuristic Boy, dope records; how did those two come about? S/O to Rome Fortune for that dope feature
Villa: Neon Pink, was the first record I created vocally where I was like “oh shit, I got it”. I hit Richie like, this is the direction we need to go. Lets build around this. This is the atmosphere. I actually think it was the day after I saw Rome and Ceej wrap up LoLo U at Tree Sound. I was hype.
As for Futuristic Boy, I just wanted to have a record that reminded you of a 90’s slow jam. A song that can be the last song of the night. Instead of trying to turn you up, I wanted to turn you down. And hopefully not get you turned down.
A&R Report: As an artist, what do you believe makes the Atlanta a great music cultural city?
Villa: The competition level is high. Everyone is feeding off each other, from a high level to a low level. We are all in tune with what is going on and we support each other pretty well for the most part. That’s where the strength lies, in competition and support.
A&R Report: Where do you get your ideas from as a creative individual? What artists/producers inspire you?
Villa: Everywhere, as generic as that sounds. But lately I’ve been trying to pull ideas from the purest part of my emotions, say what my subconscious wants to say without thinking too much. But I watch and read a lot of anime and manga. Also, the song “Two Prayers” came from a text I’m pretty sure one of my exes sent me.
A&R Report: What did you learn from this Vertical project? Anything you would want to change or did you love the outcome of it?
Villa: I feel like I’ve found my pocket. Doing what I want to do instead doing what I think people want me to do. And though I love it I’m still looking forward. I’m ready to surprise myself with what I can do next.
A&R Report: What can we expect in the future from you? Any plans?
Villa: Constant evolution.