As consumers of the market, it is often that more times than none, we are in need of some sort of extra service to further our businesses in some way. Paying the middle man before gaining one’s own revenue and profit is the name of the game. And when you believe in yourself, there should be no price extensive enough to throw away ones hunger to get prestige and even get paid. No matter your industry, you are always at the demand of an outside party before your brand can fabricate into something of a vision, something to be influenced and inspired by.
Business entrepreneur, event curator, co-owner of Quite Hype Records and personal DJ of Atlanta rapper Lil Yachty, Anthony Somebody AKA Quite Hype and his eccentric ear found himself in particular circles with well known DJ friends whom he would have to hire for parties from time to time. But with going rates beyond his means, he was left stuck with having to settle for outsiders of which he wasn’t always keen to, leading him to consider the idea of learning the craft of becoming a DJ himself; owning and controlling the vibe of any event of which his name was a part of. After joining Scratch Academy soon after his decision to take on the challenge, it wasn’t more than 6 months later that his skills would propel him to his own paid gigs as a DJ around town, and an opportunity to work with emerging Hip Hop act Lil Yachty.
“Coach K seen me Dj and had been following me for a while. He had wanted to link me up with Yachty because he thought that it would be creatively good. So one day he flew me out there, I went to Yachty’s audition & played, and he liked me and we just kicked from there, it was just like an honest thing.”
Taking a shot with Anthony, Coach K pushed the business relationship between Quite Hype and Lil Yachty, making it happen. Giving him a vision to push his newfound talent to the next level, Anthony was no longer subject to doing warehouse parties, and his own underground thing any longer. A mere step in faith and taking on his own destiny in his hands, Hype was DJing in Vegas, playing in front of hundreds of thousands of people.
“They were like your talent is good enough to do it.”
Giving recognition to God and the people who saw the potential in him, Anthony would soar. While before, he was merely throwing parties, the guy putting them together; Anthony became the party. “It was like me believing in myself and what God gave me the ability to do. When I touched turntables, it was like my whole life changed.
“So then I had to start pushing myself like, Anthony you can be this good, seize every opportunity to be that good. It made me go practice harder, I don’t wanna just play sets the same way that everyone knows me to normally play.”
“Anthony is always trying something different,” people would say. Always pushing himself to be different, and not different just for the sake of being different but for the sonic thing of giving fans an experience at every concert.
Hitting the summer festival stages of the Roots Picnic and Summer Jam 2017 with Lil Yachty this season, Hype appears very grateful for all the crowd interaction and love acquired while running the stage. Further building on his confidence, as he sits across the table, he shared, “You know the type of attention Yachty gets, for NY to show love like that it was a good thing, it was positive. I walked away from it very positive. For me, it was a blessing in itself, because the week before I played at Roots Picnic on the main stage, then Summer Jam with Yatchy, so like I was saying before on the last question, it’s like giving me that confidence to be like I can do this.”
Hardly shy in front of a big crowd, the Philly DJ – by way of New Jersey talked about having more to put out when confronted with acres of faces before him. “I started DJing from a perspective of, my homeboy Tiger taught me this he DJs jersey clubs, he taught me the best way to learn how to DJ is in a room by yourself, never look at the crowd, if you can play in a room by yourself, then you can play in front of anybody. And I took that mindset,” he explained. “I’m like when I’m out there playing in front of all those people I be like it’s just me up here, and if I give you the energy, you gon’ give it back. I don’t care if it’s 10 people in the room or 100,000, I’m setting it up.”
“I remember opening up for Yatchy in Alabama and I played the song ‘Higher’ by DJ Sliink, and I saw 50,000 people put their hands up, and I was killing it. And then when we was a Broccoli Fest I played Will Tha Rapper because I noticed none of the DJs played Will Tha Rapper, and I’m like wait a minute we in D.C. cuz’, Alright imma go do it… like y’all playing stuff from not even around where y’all at, I’m like nah imma do this.
I look at it like one big thing like it’s all one big give; take and if I give a lot, even if you don’t give me a lot I know it’s at least 10 people in there to be like, I like what he did or he moved me to be a better person, and that’s the goal at the end of the day.”
Moving the people sonically through music is one thing, but then bestowing them an image or style to couple with their energy creates true leadership in an individual. Dabbling in a bit of fashion, Anthony took his artistry in another direction to further build on his name with Cult Classic Goods.
“Cult Classic was started by Joe Pitts, my business partner, and it was his idea but I came along and started contributing more ideas and different things to do with the brand. The last couple pieces have been very controversial, Joe wanted to have something that was very classic Americana as we want to hold on to American things.
We talk about a lot of controversial issues with the clothes, we always try to make the clothes make a statement. For example, one piece we did was based off a newspaper, so basically I saw these shirts from the 90’s that had newspaper prints all over them so I was like ‘yo what if we do that and take like 150 quotes from prominent African-Americans and supplement them into the t-shirt and then put a picture of the black person on the shirt.’ For most people, they were afraid to wear the shirt but then people that liked the shirt, rocked with it. I always feel like we could do better merchandising, selling, and putting it out there but when people see the items, especially now since I’m getting more recognition people always ask like “what’s that?”
With a pursuit of growing their line organically, the duo decided to take the route and not use too much of his celebrity to rush its success; for its success is evident and when it’s time, it’s time.
“We will have pieces and clothes that stand their own.”
Having the mindset, in regards to fashion that everything should be functional and stylish too, anything from uniquely designed snapback hats, bandanas, turtle necks, t-shirts, and jackets, Cult Classic Goods is emerging. Joe handles all the production and Hype comes up with the ideas.
“So people might not catch on now cause they want like instant, but like later on, you’ll be like “damn I got one of these.” People don’t catch on to good sh– fast, they catch on to good sh– later. That’s Cult Classic, like from Cult Classic that’s how Quite Hype came along.”
And while the people will start to catch on to Cult Classic, we are here to help you learn more and more of Anthony Somebody, the man behind Quite Hype and how he became to learn his name. After one night in their studio, Joe, Anthony, Nicky J and some friends pondered over the necessity of needing a music brand name, and with two separate suggestions later brought together, gave him Quite Hype. However, when it comes to Anthony Somebody, he explained being at a family members house in Brooklyn, NY one day having a conversation with his homegirl who too suggested he needed a name, when his aunt yelled out for someone to take the trash out, first calling him, and then addressing the room, “Anthony, Somebody take the trash out…” It was fate as he is Somebody. Also allowing himself to put out records as himself Anthony Somebody of Quite Hype.
“I think that’s the point when I started taking all the work I was doing for other artists and doing it for myself. I started investing myself and it paid off. So then I started working on my own music, and started my own EP, and my EP comes out this year, and people who have heard it started introducing me to more people because of it and it’s all such a blessing. But I never thought it was going to be me, like never.”
Fashion being his thing, indeed, Anthony is also a Brand Ambassador for Reebok Classic. That opportunity came last year when three individuals Ish, YS, and a guy named Duke brought him in for an interview when the brand was out looking for new ambassadors. “They were like you have real control over culture, everyone cares about social media but who can like really pull the trigger? It was like anyone can buy things but when I throw parties I need interactions, I need people who say they are going to come out, I need relationships, and that’s how it kinda happened. I always ride with Reeboks til this day because they always believed in what I did, especially Duke, they always rocked with it.”
To keep this train moving productively though and pushing the culture forward, Anthony says it’s a selfless thing. In an era where we have more doubt than faith, more giving up than more sacrificing & grinding; people who want the fame but don’t want to do what it takes to naturally attain it, Anthony might have it just right. Being inspired by kids, and black people is what keeps him motivated on the daily. The community of which he knows, the community of which needs to be uplifted as the potential of every seed is substantial – if only most of us knew that and lived by that, our legends would have higher numbers. “When I DJ I feel like the ancestors be talking through me, so I be like they inspire me everyday. I know there’s a homeboy that died that wanted to do what I get to do but never got the opportunity, so for me to sleep on it is like disrespectful to the people that ain’t even here right now, so that keeps me going.”
And now with his grassroots in place, Anthony can continue on the forward direction with his new EP 14, his album in place to come out. A compilation of house music and organic sounds for the people to feast on.
“I’ve been working on it for about two years and just praying that people like it as much as I do.”
Expected out before the year is up. Alongside Lil Yachty, Anthony works with anyone from Philly, playing their records and keeping to his motto of pushing cool music.
Interview conducted by Jada Hines