“It used to be Sonny Delight and then it was Sonny Digital” — Sonny Digital
The peculiar story of Sonny Digital’s emergence in hip-hop can best be summarized through a dignified implementation of strategy in alliance with an unconditional love for the genre that has shaped cultures.
This Grammy-nominated virtuoso has significantly shifted the framework for how to make it in an ever-changing industry where clout supersedes credibility.
In doing so, Mr.Digital has paved the way for some of your favorite artists/producers to rise above the occasion despite being subjected to the politics associated with music labels and their antics. Serving as a voice of reason for the humble, yet cognizant taste-makers that make up the music industry.
Sonny’s prolific musical catalog includes the likes of Future, Travis Scott, 2 Chainz, iLoveMakonnen and many more artists that have transcended this rhythmic styling of artistry.
Despite acquiring multiple platinum plaques and other viable accolades to date, the humble-giant continues to elevate his game in exemplifying the duality behind his laudable work ethic.
We had the opportunity to sit down with Sonny Digital for a one-on-one discussion to talk music, his background & more.
Q – How did you get started with music?
A – It use to be this lil’ beat machine at the house. That’s how I really got started, that was a long time ago.
I went to a pawn shop and I went to go buy some shit. I saw the same lil’ machine there and bought the shit.
I actually still have it, it’s in the back.
Q – What was it like growing up?
A – To me, it was just growing up. We were moving around so much. My mom would get a different job and we had to move wherever.
I feel like that was just a part of life. We stayed in Houston, Dallas, Michigan and Atlanta.
We’ve just always been a moving family.
Q – What inspires your creativity?
A – I really just go off feelings. Going through life inspires you, give you shit to talk about. I feel like every time I go on the road and do shows or go somewhere I’ve never been, I have a lot more creativity in absorbing new stuff.
I don’t know if that’s technically inspiration, more like fuel.
My mind has to be stimulated.
If I wasn’t doing anything, I wouldn’t have nothing to talk about.
Q – Talk to me about your Grammy nominations, do you consider that a highlight/staple of your career?
A – The first time was for “Birthday Song”, but we didn’t win that one, and then with Travis (Astroworld) we ain’t win again. I was never really a fan of the Grammy’s though anyways.
It’s cool and all…the general public can see it, but the general public don’t control the votes. It still feel a lil’ political in a sense.
I fasho’ feel like Travis should’ve won this year. Even the visual aspect behind the tour is crazy.
Q – How do you find it best to maintain originality in an ever-changing business?
A – I don’t listen to too many people to be honest. I’m kind of behind.
It’s kind of hard to be a consumer and a person that makes music in the same sense. I don’t get indulged into other people music. I don’t want to get caught in any of that crossfire.
I feel like I’ve always been ahead of the curve. Whatever certain people do is what’s going to be ahead.
Q – This is somewhat of a two-part question: Are you still working on a Producer’s Union & How do you feel about the way people perceive creatives/producers?
A – I’m still working on the Producer’s Union. I don’t think people understand how big the concept is. That means everyone has to be on the same page. Everyone agrees that it’s a great idea, but we have to be on the same accord.
I feel like now people are starting to value producers more. I’m not saying it was me who did it, but I was fighting for it a lot heavier than people were supposed to. I feel like a lot of companies were seeing my rants and it would reach masses.
I remember one time I said something about how streaming services weren’t showing producer credits. Shortly after, someone started doing it. I forgot exactly which platform it was…might’ve been Spotify or iTunes. It just so happened right after the rants and stuff, so who knows. I feel like more people are interested into knowing who produces records now.
Q – What inspired you to shift focus from being a producer into being an artist?
A – Shit, I had already been rapping for some time. I was doing good out there, but the whole contract shit was so fucked up. The more money I was making, it wasn’t going to me and stuff so I wasn’t really motivated. It’s kind of a dilemma where you name is getting bigger but your pockets moving at a different pace, know what I’m saying.
It was something like a breath of fresh air to do some different shit.
If I rap on my own records, I’ll compensate for the other half of production shit I’m missing out on.
I don’t think people understand that aspect of music.
Q – What has been one of the most challenging obstacles you’ve had to experience throughout your career?
A – I feel like just getting people to notice me. I just be tryna show people it’s another way. It’s kind of weird, people know but they don’t know. Making music is cool for me, but it’s like now I’ve been in the game so long. I don’t love it how I use to bro. It’s so much stuff that happen behind the scenes.
Q – Talk to me about Rolling Records
A – I initially started it off as a label, but right now I’m making it into a brand. The whole brand is “Rolling” …Rolling Records, Rolling Grams. Rolling Grams is like all of our weed accessories; bags, trays, etc. It’s really a branding thing, something that I’ve been working on for some time.
I don’t want it to necessarily be all mine in the end. I just have to steer the ship right now, to get things started. I don’t want to go heavy on it (the music) until I can get to that place again, because getting too deep into it (the industry) isn’t fun.
Q – Closing remarks
A – Stay positive, relax, chill out, think about it. Smoke more weed…life would be better.
Check out Sonny Digital’s most recent visual treatment for the track “Recipe” below.
