Los Angeles’s very own Crunch is ready for success, and he wants you to know it. The hip hop/rap artist is creating a strong buzz with the recent release of I’m Gow’d. The single is currently available for streaming and download on Reverb Nation. The single is scheduled for a broader release to all major streaming platforms on May 29th, 2019. Crunch was born Carlos White on December 8th, 1982. He was born in Mississippi but his mother quickly relocated to Los Angeles. He credits his family and the music they played in the household as a strong influence on his decision to be a musician. As early as 12 years old he knew he wanted to pursue music professionally. At the age of 12, he obtained a manager named Steve Freedman. He credits Steve Freedman as one of two managers who gave him his start professionally. The other manager who helped him get his start was PB Floyd, his second manager. PB Floyd helped him release his first single Turn It Up. The single was released when he was 28 years old. The single was selected to be on the soundtrack of a European movie.
Crunch attended Commonwealth Avenue Elementary, Los Angeles Center For Enriched Studies for middle school and James Monroe High School. Looking to perfect his craft and his skills as a recording engineer, he also attended Los Angeles Recording where he received an Associates In Audio Engineering.
Interview by Tim Brown
When and why did you start playing? I started doing music ten years ago. The reason I wanted to do music is because as a 4 year old I loved music that I would hear on the radio or that family members would play. I knew at an early age that music is what I wanted to do.
Which famous musicians do you admire? Why? Which famous musicians do you admire? Why? Famous musicians I admire are Michael Jackson, Steve Wonder, Ray Charles, James Brown, Queen, David Bowie, Blink 182, Kendrick Lamar, LL Cool J, JCole, Eminem, and 2Pac because they are all exceptional talents.
Were you influenced by old records & tapes? Which ones? I was influenced by some old records and tapes like Run DMC’s The King Of Rock, LL Cool J’s Radio, EPMD’s You Got’s To Chill, James Brown’s The Big Pay Back, Ray Charles Georgia On My Mind and Michael Jackson’s PYT.
Who are your favorite musicians? Groups? CD’s? My favorite musicians are Michael Jackson, Steve Wonder, Ray Charles, James Brown, David Bowie, Kendrick Lamar, LL Cool J, JCole, Eminem, and 2Pac. My favorite groups are New Edition, Blink 182, Migos, Outcast, The Roots, Linkin Park, The Fugees, Red Hot Chilli Peppers and TLC. My favorite CD’s are Culture by Migos, Things Fall Apart by the Fugees, ATLiens and Stankonia by Outcast, Damn by Kendrick Lamar, Californiacation by the Red Hot Chilli Peppers and Crazy Sexy Cool by TLC.
Have you been in competitions? Fleadh’s? Any prizes? I have been in rap battles, I didn’t win any prizes, but I gained notoriety and respect.
Do you perform in public? Describe those occasions? Concerts, radio, TV. I perform in public consistently, I perform in night clubs all over Los Angeles. I perform at yearly benefits for the American Cancer Society. I have performed concerts as an opening act for the 4xs platinum artist Juvenile on his Burn Up The South Tour. I have done live radio interviews on Power 106FM in Los Angeles with radio personality Big Boy and internet radio stations. I’ve performed live on PBS.
What makes this kind of music “good” to you? What makes this music good to me is the fact that we can express ourselves and tell our story.
Why did you choose to play this kind of music? I believe this music chose me, it comes so natural I think I was born to do this.
Let’s Talk about your music and your last work… Any music lover who knows real Hip Hop and lyricism knows when they hear my music that my style stands alone. I am a wordsmith. My last work I’m Go’wd is a testament to my lyrical ability and is for sure to go hard in the club.
How do you feel about the internet in the music business? I think the internet is a great tool and outlet for artist to reach the masses with their music.
What are the plans for the future? The plans for the future are to continue to create good songs for the world and put on great live performances.
How has your music evolved since you first began playing music? My music has evolved from simple subjects and mediocre lyrics, to full blown story telling, major lyricism and masterful word play.
Could you briefly describe the music-making process? My music making process is broken down in five steps first I find a track that I think would be a hit second I listen to it several times to get a feel for what subject mater it calls for, third I begin writing lyrics and creating the hook. Fourth I go into the recording booth and lay down the lyrics over the track, Fifth I mix and master the song and prepare it to be presented to the world.