Representing Filmore is not only the right of this Bay Area breakout rap star, it's also his duty. Being born and raised right on Turk Street in San Francisco's historical jazz district, has shaped him as an artist and as a man. He describes his sound as real and raw, while remaining versatile enough to make hits for the radio. 40 Keys' current single "No Love" featuring Houston is burning up the Bay Area airwaves and receiving major love in the club. Previous hits like "Into Deep" is an example of Keys' ability to remain close to his Filmore roots, while still coming with a hit. 40 Keys is a survivor and uses his music to cope with what he's been through. Most importantly he's positioning himself, through his city slick delivery, to bring mass exposure to the place so dear to his heart. He is not an artist to be slept on. His talent, as well as his work ethic, allows him to put his money where his mouth is!