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The Los Angeles/Southern California hip-hop scene has always been lauded for its diverse and distinct sound, style and talent pool. Whether drawing back to the G-Funk era of the 90’s, the east coast infusion of the mid-2000’s or today’s mix of bounce and trap melody, L.A., and the west coast in general has always managed to keep its own identity in a genre that loves to copy the latest trend. As a result of this consistency, several young artists from the area have come into their own without having to sacrifice their identity or hide their roots. In recent memory, Isaiah Rashad, Dom Kennedy, ScHoolboy Q, YG, Buddy, Trouble and Boogie have all witnessed different levels of mainstream success coming from the So. Cal area. And there are several artists who have made splashes in years past, but are just now hitting their stride and rightfully getting their just due.
Casey Veggies is the perfect example of taking the long game perspective in music. The Los Angeles native has already had a music career than many would deem a success story. He entered the game as part of the controversial yet legendary Odd Future music label and collective, standing as the lone member who didn’t have the shock value level content that the group was known for. He’s also the head of his own independent music label, PNCINTL, which includes merchandise that sells extremely well for an underground artists. His Customized Greatly mixtape series is one of the staples of the datpiff.com era, which also displays his longevity in the game over the past decade. His commercial debut Live & Grow released in 2015 under Epic Records with quality features by YG, Ty Dolla $ign, BJ The Chicago Kid and Tyler, The Creator, a group that showed that Casey could hold his own alongside star talent. And as he continued to release projects over the next few years, 2019 would mark his arrival to the mainstream stage. Two projects, a solo effort titled Life Changes and a collaborative mixtape with MMG artist Rockie Fresh titled Fresh Veggies would garner buzz as two of the better underground efforts of the first half of the year. This would set the stage for Casey’s biggest and best project to date.
On June 7, 2019, Casey Veggies released his most anticipated project, a 10 track mixtape titled Organic. Taking a look at the title and artwork is telling, giving off a feeling of the project being natural and true to itself, and that is exactly what is accomplished in a mere 36 minutes of run time. The sincerity of the project is instantly felt with introspective intro track Dream$. Starting with a shoutout and dedication to late hip-hop artists Mac Miller and Nipsey Hussle, the 26 year old MC recaps the his music journey from the literal beginning, highs and lows included, in order to get the listener up to speed on how he became a successful artist. He speaks on issues working with a label, the frustrations of music not taking off the way he wanted and eventually finding a formula that worked best for him. In a genre that likes to glorify the benefits of rap music, it’s important to have tracks that show how difficult the journey can be.
The following track Awarded is the realization of stature and the responsibility of continuing to improve and elevate onself as well as the people around them. Casey breaks down how the grind of becoming a successful hip-hop artist built up this feeling of owing himself the best work ethic and lifestyle possible. It’s a song about being confident in one’s dreams and not being complacent. That theme carries itself throughout his entire project. The Ceiling is an upbeat and bouncy track about self-motivation and not only representing himself but also his roots without hesitation or apology. There is also a nod in the chorus to doing right by his mother, bringing another element of personal touch in the music. In No Favors, he takes aim at detractors and distractions in another uptempo track, still carrying the introspective tone that features some of his best lyricism. The song touches on his current mindset, his desire to get everything he wants on his own and instilling trust in the right type of people. Also, he gives advice to people who are trying to cut corners in order to get what they desire. It serves as another nod to the process of becoming a success in whatever passion someone has chosen to pursue, knowing that the path promises and guarantees nothing.
For all of the songs focused on the come up, grind and success of his hip-hop career, Casey Veggies is still a product of west coast hip-hop, and he uses several tracks on the project to rhyme alongside several staples of California’s rap scene. He touches on the struggle of settling down in a relationship on the mellow Candy with an assist from LA rap legend The Game. The only track of its kind or the project, it serves as a good change of pace from the rest of the mixtape as two artists from different eras continue to keep the west coast’s sound pure. I Came Up serves as the most star studded track of the project, with Casey tapping two more west coast legends in star MC YG and Bay Area legend E-40 in a celebration of hard work, success and the clout earned in the hip-hop world. The track is a great indicator of m progression, with the 3 MC’s being in different stages of their careers. Casey plays the part of the young artist making strides towards a great career. YG is the artist in the prime of their career, knowing what comes with superstar status and the learning experiences that comes with being in high demand. And E-40 rounds out the group as the highly respected and revered rap legend who wants to see the culture he helped build progress and elevate. The posse cut is a positive, upbeat track for a project preaching improvement and positive thinking. In the standout moment of the album, two datpiff.com staples team up for a modern day west coast hit as Casey Veggies meets fellow underground star Dom Kennedy for one of the year’s best songs in Stop Playin. Tailor made for the relaxing summer days, the two LA based MC’s trade verses about being at their top of their games inside and outside of the booth, and being unapologetically confident in themselves given their journey to this point. The bouncy production, mellow tone of the lyrics and catchy hook give the track elements of a hit, and as a result, it’s the best song of the project.
The mixtape closes out with two tracks that embody the current mindset of Casey Veggies as he proceeds with his career. Mirage is a lyrical standout track about being unwavered with all of the distractions, outside noise and shortcomings that life has brought. He focuses on being an individual that stands on his own merit and being real. The outro, A BJ The Chicago Kid assisted track titled Take It Slow, feels more as a tribute as Casey raps about his life and how he’s gotten to this point. But instead of sounding determined or prideful, he sounds thankful and happy to be able to make the music he wants for the people who matter. He ends the song with a promise to his mother and his late grandmother, bringing the project’s theme of pride and transparency full circle.
When going through the list of 2019’s most anticipated music releases, chances were that you probably wouldn’t see Casey Veggies name listed on the majority of list. He’s not a mainstream artist and doesn’t move like one either. What he is however, is an exceptional young talent with the ability to deliver quality content such as this Organic mixtape. While the project may go without receiving it’s just due, it’s one of the best releases of 2019 so far and would be an excellent introduction for anyone trying to hear music from a quality artist.
Top 5 Songs:
1. Stop Playin
2. Awarded
3. Dream$
4. Mirage
5. No Favors