Twitter @itsdavidmay @fashawn @mitchgeist
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Walnut, California rapper David May presents "Life Debts", his new Mitch Geist-produced single featuring fellow Cali emcee Fashawn. In 2012 Black Cloud released David’s debut album The Lifestyle Of A Dream Chaser and performed alongside Pac Div, Curren$y and joined The Road To Paid Dues Tour with Murs and Fashawn before following up with 2014's Video 94 EP (watch the music video for "Store Runs"). Since then David has released tracks with Fashawn and Trizz as well as several collaborations with California producer Huss (stream "That's Crazy"), alongside his work as a member of the One Step Ahead collective. "I made this song when I was thinking about all the people who are no longer with us," David says. "I thought about how close I've been to being gone and I let that sink in. I want to build a legacy and be remembered long after my time on earth is gone. I have no more time to waste."
You’re coming off a bit of a hiatus. What’s been going on in your life?
Life is always in session. I had stepped away to provide for family and fix some things in my life. I spent my early 20’s living with no regard of the future. I made a conscious decision to break down my old life and build up something stronger. I worked a corporate job for 5 years while I stacked up. I’ve gotten to a place where I have multiple streams of income now and it’s not a make it or break it situation with music. I truly do this shit cause I love it. I work a gig at a dispensary cause I love working with cannabis and all things stoner culture. My state of mind has done a complete 180.
What’s the story behind Nogales Noise?
Nogales Noise is my brand… I hope to grow it into a movement. I grew up right off Nogales St. in LA County. It goes through parts of Walnut, West Covina, Rowland Heights and La Puente. I hadn’t see a prominent figure in recent years that represented that area and I wanted to be that. Right now Nogales Noise is the vehicle that carries the sound and it’s the name that sticks. I built a website and I’m directing all my releases there. Eventually it will grow into an entire content machine that is involved with these emerging markets. I’m heavily involved in the cannabis industry as well as the gaming community. I see these as having unlimited growth potential and they also tap into some things I love. In the past people may have looked down on those things but I hope to be part of the wave that helps normalize making some real money off these things. I want to inspire those around me and in the area to get the bag… ideally finding a way to pursue their passions along the way. The music is a soundtrack to the area, to cruising down Nogales plotting the next move. It’s giving you the confidence to do what you love. The ultimate goal is to open a store front right across from Nogales High School.
You have an enduring musical relationship with Fashawn. How did that happen and how has it evolved?
I initially met Fashawn when I opened for Wiz Khalifa back in like 2009 or something. Just kind of a what’s up, I’m the local opener kind of thing. It wasn’t until 2013 when I was able to go along with Black Cloud Music, Murs, Prof and Fashawn across the country on the Road to Paid Dues Tour that I really got to know Fash. We were close in age and we were 2 of the biggest smokers so we just vibed. He was the big homie to me and it was awesome. I asked him questions about the road, music, and just some big bro shit in general. We would be smoking and freestyling at different spots and it was dope because that helped sharpen the sword… you know, being around someone who does it forreal. We kept in touch once the tour ended and ended up in the studio a few times. As busy as he’s been he’s always been a text away… just a real down to earth dude. It was during the first year of lockdown I was working on music to release once shit got going again and I hit him up. He had a verse for me in like a day turnaround. Absolutely nuts. Shoutout to Fash!
What have been the lessons and realizations of the pandemic for you?
I think the pandemic was an equalizer in a lot of ways. At least in the musical act sense. Everybody had a year + of no shows. For a while nobody was really putting anything out either because nobody was checking for new music. Even if somebody dropped a single or whatever there were no shows to help promote. No radio appearances. It was the perfect example of… the game just changed how are you going to adjust? I think the power of the internet and online communities were highlighted more than ever. More people are online than at any other point in history. Tiktok is here to stay. That’s the only platform where we welcome content from complete strangers. We fully trust the algorithm to recommend things for us. That’s different from Facebook and Instagram or any other platform. If you can make the algorithm work for you, the audience is bigger than anything you’ve ever tried marketing to. Even Spotify… the way their algorithm responds to shares and playlists adds and takes that into account for your next release. It starts to recommend you on people’s personalized playlists. I mean the tools are here. You gotta study up and learn how to take advantage of it all. Lastly the importance of having your own website or community outside of the major social networks. The next phase of internet where people are interacting directly with the creators on their websites and discords and everything in between. It’s forward thinking. E-mail lists are still vital!
What’s next for David May musically?
Right now it’s holiday season so I’m reviewing the year and setting up for 2022. The goal is 2 singles a month all 2022. Somewhere in between all that I have 2 EPs coming out. One with Jordan Fox that’s called Game 7, and another with Gunnah… Video 94 Vol. 2 . I’m stoked. Hoping to capitalize off the momentum and see what opportunities come from the consistency.
