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In every grass roots movement you have soldiers. The people who do the hard work so the movement can get off the ground. Phranchyze is that person for the Austin hip-hop scene. Inspired by what local rappers have been able to achieve in Atlanta, New Orleans, and Houston, Phranchyze sees no reason why Austin hip-hop hasn’t made it to that level of recognition. But unlike the club hits that many southern artists put out, Phranchyze is taking the Austin brand to a deeper level.
Phranchyze began honing his skills rhyming with his crew at Austin High School and quickly progressed to competing in local battles where his reputation grew. His released his debut album, Errybody Hates Me, during a showcase this March at South by Southwest. Not one to wait for breaks, the release was made through the entrepreneurial indie label Streyfish, owned and operated by Phranchyze and frequent collaborator Zeale. The two have a knack for the business (Phranchyze is a financial advisor by day) and have negotiated several interesting deals, from worldwide tours to movie appearances.
Errybody Hates Me showcases this entrepreneurial spirit along with a new, refreshing style and a hint of Austin weirdness. On the album you can hear the influences of Eminem, Outkast, and Jedi Mind Tricks, but the record remains uniquely Phranchyze. One song, “Love Me Back,” is a love song written to Austin, but it’s not the love at first sight type of track. It’s more the love after 23 years of highs, lows, struggle, success, the good, the bad, and the strange.
Following the influence and advice of the of the Austin hip-hop mentor, Bavu Blakes, Phranchyze stays true to himself in his musical expression, not concerning himself if his record becomes a club favorite. The only way Phranchyze is going to be successful is on his own terms and by his own means. He is not looking for his next big break; he is making breaks as he evolves as an artist. While this in not the easy way to get ahead in the hip-hop game, don’t look for him to be a financial advisor for much longer. And for all of the Austin hip-hop faithful, have no fear, the movement is in good hands.
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