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We got London on da Track. The distinct drop can be heard on anthemic singles from Tyga (“Hookah”), T.I. (“About the Money”), Rich Homie Quan (“They Don’t Know”), Young Thug (“Check”), as well as a slew of hits from Rich Gang, the group comprised of Thug, RHQ, and Birdman. Where “Lifestyle” was arguably 2014’s biggest rap song, London Holmes’ domination didn’t stop there. From 2015 until now, the 26-year-old Atlanta native became the main producer for Thug’s critically acclaimed Slime Season mixtapes, collaborated with Drake and 21 Savage on “Sneakin’,” and teamed up with Dae Dae for their The DefAnition mixtape. Not to mention London has worked with Lil Wayne, Jeezy, 50 Cent, Gucci Mane, French Montana, Jeremih, and many others. His growing resume establishes him as a well-connected industry playmaker, who has created an in-demand sound made up of his signature bounce, a singular mood, and moving keys.
Adding to his accomplishments is his new single “No Flag” featuring Nicki Minaj, 21 Savage, and Offset. “Nicki did one of her best verses that I ever heard in my life,” London says of the moody “No Flag,” where he envisioned younger MCs rhyming with Nicki as she asserts her place as hip-hop’s top female in the game.
“No Flag” is London’s statement that you should trust his ear and his ability to make hit records. As behind one of rap’s most talked about mixtapes, 2015’s Rich Gang: Tha Tour Pt. 1, he has heard high praise by Birdman, who called him “the best producer in the business, as we speak today.” Young Thug echoed the same sentiment: “I fuck with a lot of producers, but nobody better than him.” He is the only person who has gotten Wayne and Thug on a record together (“Take Kare”), and he is responsible for Juvenile’s comeback single with Drake (“Sho Me Love”).
Currently, London is building his brand recognition with the Freestyle 50 Challenge. London teamed up with 300’s Kevin Liles, who created a new venture with Verizon, to search for America’s next hot rapper. To participate, upstart MCs have to spit a verse over Tee Grizzley’s “No Effort” and upload it to Twitter or Instagram with the hashtag #Freestyle50Challenge and tag @Verizon. The winner will receive a deal with 300, along with $10,000, and an opportunity to make a song with London.
Aside from the Freestyle 50 Challenge, London wants make an artistic change. Those who have followed London’s teenage career remember he was in a group called Dem Savages, where he first started to rap and produce for free for his team. Through time, he developed his craft while attending Full Sail University, intrigued by the college culture and how students were consuming music by artists such as Katy Perry, Usher, and Diplo. “When I went to Full Sail University I had got a lot of inspiration from house music, pop music,” he says. “That’s all they were playing around there so I was just inspired by that. I wanted to actually get into it because rap music was my go-to and it was actually easy to do. I wanted to challenge myself.”
He’ll transition from behind the boards to a full-fledged artist, debuting his new vision for music on an upcoming album dropping soon. The majority of London’s career is producing beats for hip-hop artists, but here he intends to show that he can expand his sound into diverse genres. The album will feature London’s beats infused with indie rock, pop, EDM, and other adventurous surprises. He plans to gather mainstream artists and unlikely collaborators outside of his inner circle – some of which are working with him for the first time.
“I just want to be very unique and show people the other side of me,” London says. “I want people to know that I can do any type of music.”