Lowell's DeevoDaGenius is defining the sound of Mass. hip-hop

It’s far from a secret that Boston is the city of champions. Granted, our winning championships are tied to sports. Musically, we have plenty of stars but we continue to miss out on having our own distinct “sound” to contribute to hip-hop specifically.

Usually, when a region starts to get recognized for a distinct sound, the chess game of being embraced by the masses usually starts with the producers and engineers. Think about it. There would be no Cash Money Records to represent Louisiana without Mannie Fresh. The classic LA sound of the 1990s was Dr. Dre. Over the past decade, Chicago’s Young Chop pioneered a new sound with Chicago Drill beats. Need I go on? The Bay State has never had a distinct hip-hop “sound.” Despite many attempting to create one, nothing has seemed to stick.

Recently, I came across a new project from a young, daring producer looking to stand on business with his beats. Lowell’s DeevoDaGenius has released a 19-track project called “Champion Sound” to put his bid in on stamping himself as a producer helping move the sound toward something distinguishable. This project is very lyrical, the artists the producer featured are very descriptive, like Ea$tside $hee$h’s line on the title song: “$2 plate in Dudley Station/ They forgot my soda.” As a former Dudley area resident, I felt this heavily.

Let’s go down the list of creatives on “Champion Sound”: SeeFour, Najee Janey, Ea$tside $hee$h, Milkshaw Benedict, MonaVeli, $ean Wire, FUNERAL Ant Bell, Svmbv, Arold, Reef, Notebook P, Jo Saza, MC EyeFlo, Maye Star and Erdnaez the Weapon.

“Every member of ‘the dream team’ has outstanding abilities when it comes to their artistry,” he said. “Getting to know them personally has allowed me to analyze their strengths and weaknesses, allowing me to curate strong records, where each member has their respective time to shine. I also wanted to create a sense of unity amongst artists in Massachusetts that I really believe in.”

The 15 artists come from all over the state. And the number is significant — the same as the number of players on a full basketball roster. An intentional move from the former basketball star. “Champion Sound” is divided into four quarters, each with its own vibe and momentum that transitions to the next part.

“To me, ‘Champion Sound’ is an extension of a winner’s mindset blending . . . my approach to music and my craft,” Deevo said. “Similar to [Kobe Bryant’s] ‘Mamba Mentality,’ ‘Champion Sound’ is rooted in my want to make progress as an artist and as a person day in and day out.”

Deevo’s specific style is helping him cut through the noise. He credits this to hip-hop production legends he admires: “J Dilla and Madlib are my No. 1 and No. 2 favorite producers of all time respectively.”

“What’s unique about these two producers is that they’re both also DJs and rappers, but up until recently, I never took the time to engage [with the] music that they rapped on,” he said. “Their collaboration project ‘Champion Sound,’ released in 2003, was one of those joints that I felt I could appreciate more. And in August of 2023, I took the time to really dissect it, and understand what made it special. Two high-level artists collaborating with one another to make some s--- they like, while giving the listener an experience.”

Apart from making his own music, DeevoDaGenius cooks up beats for other artists and engineers at The Soundlab in Brockton. His collaborative approach as a producer will help solidify the foundation of Massachusett’s hip-hop identity.