Hood Illustrated

Hip Hop Isn't Dead... It Lives In The HOOD

Jay Lozoya certainly appreciates the value of a hard day’s work. Born to Mexican immigrants in 1994, Lozoya and his family relocated from Phoenix to Stockton, a city in California’s northern Central Valley roughly an hour from the San Francisco Bay Area. 

Lozoya has relocated to the Bay Area and leveraged his connections there, enlisting the help of Oakland-based MC Iamsu! for a recent collaboration on the track “Dangerous,” while also steadily recording a bevy of material that he’s adamant will live up to the Bay Area’s storied history of hip-hop and R&B.

Bearing past adversity and his current work ethic in mind, Lozoya unveils his latest track and video “Revenue,” directed by Chito Floriano. The clip will certainly ring true for anyone who’s ever felt under-appreciated, despite grinding from day until night. Demanding respect (and a check!) is the name of the game here. It’s something that Lozoya has been able to do without losing his grip, thanks to his upbringing and the power of music.

“Everybody goes through struggles no matter what it is or where they came from,” Lozoya says. “Being that my parents came from Mexico the obstacles were even harder. Having to stay up even though we were down, I found my strength through this music shit. It’s all I know. It’s all I’ll ever know.”

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