Seventhirtyatmorning has spent the last few years quietly building a sonic world that defies easy categorization. Emerging from the Minneapolis scene, the rapper—known to his inner circle as Thurt—has cultivated a sound that feels both ethereal and grounded, a style he describes as his own “post-plugg” vision. With the release of his latest project, Antione’s Son, he is poised to transition from a cult favorite to a broader force within the SoundCloud rap landscape.

The Genesis of a Sound

The foundation of Seventhirtyatmorning’s artistry is rooted in a relentless work ethic and a serendipitous discovery. After beginning his journey on BandLab in 2022, he stumbled upon the work of Moscow-based producer luvxomea on YouTube. What started as a cold-call professional relationship quickly evolved into a symbiotic creative partnership. “I resonated with his sound so much,” Seventhirtyatmorning explains. “I had to break it down to him: bro you got to trust me, because I trust you.”

This trust has paid dividends. While his earlier work, such as One Man Band and Insiders, showcased his ability to weave melodic, woozy flows over lush instrumentals, Antione’s Son represents a maturation of that craft. The album features collaborations with artists like Tezzus and kels!, signaling his growing influence within the scene.

A Holistic Creative Vision

Beyond the booth, Seventhirtyatmorning maintains a hands-on approach to his visual identity. Having learned video editing before he ever stepped into a recording studio, he ensures that every frame of his content aligns with his internal aesthetic. “I’m gonna make every scene what I want to be seen,” he notes. This commitment to total creative control is a hallmark of his process, allowing him to translate his specific, often abstract, vision into a tangible experience for his audience.

As he looks toward the future, the rapper is increasingly focused on the impact of his message. “I’m starting to get good with metaphors and honestly expressing myself,” he says. “I’m realizing the impact that I have on people who listen to my music, and I want to be a good impact.” With Antione’s Son, Seventhirtyatmorning is not just releasing a collection of songs; he is cementing his place as an artist who prioritizes intentionality, growth, and the pursuit of a sound that feels entirely his own.