August Keys on Leveling Up During The Pandemic, Keys to His Creativity & Having the "JUICE"

Apr 22

With a deft mix of Hip Hop storytelling, radio friendly hooks and forward-thinking production, August Keys’ music is an effortless fusion of genres, equally inspired by Jazz, Funk, R&B and Neo-Soul.

Channeling his deepest thoughts and feelings into his music, he isn’t afraid to express himself and his struggles through his craft, offering good vibes and healing to the world. Which is why August Keys will forever be the Hype Homie.

Today, we catch up with the budding Houston-based songwriter/rapper to see what’s been up to since our last interview in 2019. Calling 2020 a year of growth, August is fresh off the release of his multi-faceted project, “JUICE”, with plans of droping Part 2 in June.

Tap in below to find out why he took a 5 month hiatus from his career, the keys to his creativity, being a student of the game, and what it means to have the “JUICE”. Right now and only on Hype Off Life 👊🏾

Thanks for coming thru! How has life been treating you since we last spoke?

Thank you! I missed the Hype Off Life family, highkey! Life has been full of twists and turns over the past 2 years. I finally graduated with an associates in Music Business to learn more about the industry, got to release my debut EP this year, and I've maintained good health throughout the pandemic for the most part. Times are crazy right now, but I know my situation has been a blessing in comparison to what it could have been. The summer of 2020 was easily the most pivotal period, though.

As a 2nd generation American and a child of immigrants, I've always felt specifically inclined to do more when it comes to civil rights. When George Floyd, Breonna Taylor, Ahmaud Arbery, and so many others were losing their lives in the public eye, it made me take a step back and question a lot of things. I questioned my purpose, my value as a human being, why I was so angry, why they had to leave so soon, and so much more.

I had to take a 5 month hiatus from my music career to dedicate time towards volunteering throughout the city of Houston and searching for answers. Being surrounded by other like-minded individuals who felt that same level of anger, frustration, and confusion while we served our communities really helped heal open wounds I was leaving unaddressed from within my identity.

I hope the impact that the summer left on me translates into my character moving forward. It definitely made me more appreciative of the path paved for my generation by the generations of people before us.

How have you been staying creative during the pandemic?

Staying creative was a struggle! The pandemic made me realize how much growth I needed as an artist. I dedicated a lot of time into studying my inspirations lyrically and sonically to pump out music for future projects. Gotta be a student of the game first if you want to be it's professor one day! I even challenged myself to release a song weekly on Soundcloud for 8 weeks straight so that the KeysFam could hold me accountable, too.

Growth was the theme and motivation for 2020, all quarantine. The biggest regret I have from the past year was not dedicating the same amount of energy into being creative with performance opportunities from the jump. The light bulb didn't click for me until closer to the end of the year after networking and performing with other artists on livestreams and socially distanced showcases. But with 2021, a new wave is definitely on the way. Best believe that!

What’s the first thing you’re doing when it’s over?

I'm booking the first available flight to St. Croix, no questions asked. I miss my grandparents and the island family so much. I had half a mind to risk it regardless. But, if I was the reason my folks caught the virus, I wouldn't have been able to live with myself. I feel like a huge part of me lies in those clear blue waters back home. I'm in desperate need of a cultural reconnect once all of this is over.

I always wanted to use my voice for the voiceless in whatever I do

So, you just dropped a new album, ‘Juice’. What type of growth have you experienced since you released “Indie” in 2019?

I think it's about time I spilled the beans on “Indie”. “Indie” was a big "eff you" to the idea of being owned by a label in the industry originally. I didn't know a thing about the entertainment business, but I still wanted to stunt my bravado in a campy and energetic way. It almost felt like a jokey, idgaf-type song. I had no idea it was going to resonate with folks the way it did. It even left me with a bit of an identity crisis. It made me realize, "wait, but I do give an eff... Especially about my music."

I'm the kind of person who isn't afraid to have the toughest of conversations, and I always wanted to use my voice for the voiceless in whatever I do. That mission is what inspired me to write "JUICE". Every song has its own character to highlight a different underdog. The titular song highlights my goals as an independent artist.

"Relapse" highlights those who overcome battling vices and addictions, including myself. "Coffeeshop Freestyle" highlights the underpaid essential workers in this country (and my time as a barista). “Greenlight” highlights the idea of hope through the passion that gave me mine (basketball). “Keys” highlights the hopeless romantics while being a love letter my first love: Music. “Indie” highlights the independent artists. “Summer” highlights the overlooked introvert, which was a challenge for me to write as an extrovert.

Each of these songs helped me grow in different ways personally. Every song had its own lesson to take from it. If I couldn't receive the lessons myself and grow as an artist, the song couldn't make the cut.

Which track are you most proud of?

“Relapse”, hands down. The date I produced, wrote, and recorded “Relapse” was on October 20, 2019. That was the 8-year anniversary of my cousin Tyler's death. I made the song to cope with my inner demons. I have an addictive personality, and when mixed with vices, it puts me on a dangerous spiral while I over-indulge.

I have the self motivation and faith to overcome it, but I always find myself falling in times of distress. It's been a never-ending back-and-forth I've dealt with personally, and my cousin was always there for me to lean on him in the past. When I fall, I feel like I let him down.

I made “Relapse” so I could have something to listen to when my impulses get out of hand and feel closer to my cousin. Logic's use of "Nicki" as a metaphor for nicotine was so dope to me in his earlier projects. It was the perfect way to create a sonic space for me and the Fam to cope and heal. So far to date, it has generated the most plays on the project since its official February release. I really hope I'm making cuzzo proud up top.

Which track stretched your creativity the most?

Coffee. Shop. Freestyle. No contest. Every single bar is a coffee reference. Every time you listen to it, you catch something you didn't hear the first time. I had homeboys who had never heard of an "affogato" shot before CSF.

I even sampled the coffeeshop I used to work at in the beginning to make you feel like you're sitting in the cafe with me while I clock in and put on my apron.

"Summer" was a close second because of the breakfast references in that song, but it definitely didn't require anywhere near the effort it took to get those double and triple entendres just right on CSF. Who knows, maybe Starbucks will play it in their stores one day after suing me!

Being a student of the game means learning from the game, and learning from those who learned the game from you

What does the title, “Juice” mean to you?

It means so much more than what's in my cup. I was chopping it up with my manager, Cruize one day about the title of the project, and the first song that caught his attention besides "Indie" was “JUICE”. I pulled the name from my favorite Chance the Rapper song on “Acid Rap”. The energy he brought to that was so dope to me at that time.

But, Cruize saw something bigger. When he heard “JUICE”, it made him picture all of the musical influences of my childhood pouring into my artistry. I'm a Hip-Hop artist, but I rap with the cadences of a jazzy saxophone. I sing with the influences of Neo-Soul brothers and sisters. I write my pen through the lens of a spiritually inspired gospel upbringing. I perform like I'm partying like a Rockstar.

In Houston culture, if you got a certain finesse with your style, we have a lot of names for that. You could be "swangin' and bangin'", you could be "drippin' that SAUCE", you could even just be "doing the most" if cats feel envious of you. But when you have that special something, we acknowledge you got that JUICE. I just hope I got enough juice to let my cup run over these next few years for the masses. “JUCE” to me is the essence behind my music.

How do want to make 2021 your greatest year yet?

I want to put out more content and expand on collabs. I know I'm still young, but I feel like time is running at a breakneck pace. 2020 was a year to sharpen the sword that is my pen. 2021 will be the year I put that pen to paper in ways I've never done before, whether it be my own paper or with someone else's. There's so many artists out there who do so many things well that I want to learn to be better at. Being a student of the game means learning from the game, and learning from those who learned the game from you. Lessons can be learned from all over. I want to share what I've learned and help people catch a vibe.

Anything else we should know before you go?

“JUICE” ain't finished yet! I've been spending the past few months refining a part 2 to drop soon! Expect visuals, more music, and a lot more content for music lovers to dive into. This is only the beginning. It's time for the famo to EAT some more!