Seventhirtyatmorning Is Defining His Post-Plugg Vision
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.
Who is Young Thug taking on tour with him?
If you don’t know ØWay by now, you will soon. The rap collective is the hottest thing out of Atlanta right now—so hot that Young Thug wanted to take them under his wing. After an electric show at Irving Plaza in NYC earlier this month, Thug is taking the show on the road, and bringing the kids with him. Here’s a quick intro to the rappers joining Young Thug on The New Generation tour.
Tezzus
The ØWay ringleader has infinite energy, no filter, and his brash raps are seriously catchy.
diamond*
diamond* is one of ØWay’s key artists. His run-on, singsong flow skates across any beat.
1300SAINT
Atlanta-via-Maryland rapper 1300SAINT has a melodic knack for lodging random phrases in your brain and his pinched raps have steadily improved with each new release.
iyrus
The Philly rapper is a collaborator of Chicago rapper kels! and Nigerian rapper Paxslim. He’s a new addition to the ØWay–YSL axis.