Apex God emerges with hard-hitting bars and a variety of beats in new single ‘Sugar Ray’. Having started rapping in 2017, Apex God dropped freestyles on YouTube, and now has music across all platforms. Taking the town of Missoula by storm, Apex God founded a record label with other local talents. Their record label has amassed over 500,000 streams and embraces an old-school, ugly style of rap that always leaves the listener wanting more.
What’s your writing process like? Do you write the music or lyrics first?
For me I like to feel the beat. I have written something and then found a beat it fits well or perfect on, But I prefer molding my lyrics to the music. I like to feel the drums and melody before I write to it, and sometimes when I feel it I’l think ‘ Oh! I have something for this!’ but usually I start by making the beat and then as I’m making the beat I kind of am thinking about the vibe and what exactly I want to write about so when I finish I usually just transfer to the writing and recording of the track. Unless it’s a beat I envision someone else on.
If you could collaborate with anyone dead or alive, who would it be?
Definitely MF DOOM, I remember the first time my homie ( Who I make music with, Cisumaka) showed me Madvillainy, I was instantly hooked. I had been searching for something new to listen to, which is one of the reasons I started making music, and when I heard it I knew it was exactly what I was looking for. I always wanted to make a project with him. Alive, I’d love to work with Madlib and Alchemist and Ye. Earthgang too.
What’s the best advice you’d give to your younger self?
Just do more. Get over myself. I probably lost a lot of opportunities just being lazy and quitting on myself. I never really fit in super well so I let that stop me from following things I had fun with. I wasted a lot of time and the older you get I think the more you realize, you never get time back. Part of the fun of being a kid is you don’t realize it I think, You think it’s gonna last forever.
Give our listeners some music recommendations that we should check out!
Well the label I founded with artists, Tommy Lennon and Cisumaka, is Verbal Vomit Stay Ugly LLC, We also work with other local artists Slump D099, Mkorn, and Ellis D. We go by Stay Ugly as a group and we all have solo careers as well, I’ve had the pleasure of meeting lots of talented people, so I decided to create a playlist where I would try to highlight talented people that haven’t got their shine. The link is in my Instagram bio, I hope you all check it out because these people really do deserve more ears on them. To throw out a couple names that aren’t Stay Ugly artists, Yung Bobby is a melodic mac miller, jack harlow type rapper( That also is just in his own lane, but if you like Mac and Jack you’ll like him), super funny and genuine dude that deserves more shine, A local cat going by Rustle, also very genuine guy, met him in a restaurant after he overheard I was a rapper, he’s more in a christian lane but he has bars and he talks about real shit, I believe he has a music video coming soon. I could go on all day about great artists but go check out my playlist if you wanna hear more.
How do you feel the Internet has impacted the music business?
I mean it definitely has its pros and cons, I think the pros probably outweigh the cons though. Your image is very important now, streaming services don’t always pay great, but on the pro side it’s easier than ever to get in. You don’t have to print a bunch of CD’s and sell them, you can get your music all over the world, for free. You can shoot and edit videos and pictures easier than ever, which means the competition is more than ever but that’s not a bad thing.