Most rappers dream of hitting the big time, making money and gaining fans. But not all artists just want fame.
For 27-year-old Touré Masters, the goal for his music is clear — to give back to the community of South Phoenix.
Masters has been pursuing music since 2012 and often references the pride he holds in the community that shaped him in his lyrics. He says Phoenix is a “melting pot” that brings people from diverse backgrounds together.
“I’ve learned a lot in Phoenix,” Masters said. “It taught me a lot of different cultures from different people moving out here.”
Every year, Masters can be found attending, performing and volunteering at community events like the Martin Luther King Youth Festival. He also does charity concerts, collecting canned food for the needy, and is active at Phoenix College, his alma mater.
“If you don’t give back, or if you’re not able to give back, then I feel like you haven’t reached being the best part that your art can be,” Masters said.
Francis Bermudez, a close friend of Masters, has seen his friend’s dedication to the community over the years they’ve known each another.
“It’s just something that (Masters) holds dear to his heart, and he shows that in every way possible as far as attending all kinds of community events,” Bermudez said. “His passion is definitely in the community.”
Mic Maven, a Phoenix-based DJ, rapper, producer and audio engineer, has produced some of Masters’ music. He said sharing a hometown with Masters allowed him to relate to the artist on a deeper level.
“We’re from a lot of the same neighborhoods, know a lot of the same people and pretty much grew up very similarly,” Maven said. “So you kind of get that sense of camaraderie just from shared experiences.”
Masters’ upcoming project with Maven, titled “Granny’s Prayers,” will focus a great deal on those shared experiences, particularly on being protected by love in one’s family.
Masters was grew up surrounded by music. His family and friends encouraged his self-expression and the positive message he aims to create through his music.
“He’s always been an incredibly hard worker,” Bermudez said. “When his mind is on something, he’s stuck on it. He’s really driven and really passionate about his music, so that is very admirable to me.”
As for the beats in “Granny’s Prayers,” Maven said that the project will give audiences “a little bit more of a scope of Touré as a whole.” He believes that Masters’s sense of authenticity is what sets him apart from other rappers in the hip-hop community.
“There’s only a handful of people that can perform a song and I believe every single word that they’re saying,” Maven said. “You could tell who’s putting on the extra machismo, who is saying the typical buzzwords that you hear in songs, versus who’s genuinely rapping.”
Masters’ ability to relate with others through music has given him the opportunity to perform in different parts of the country, something he wants to continue in the coming years.
Though Masters thoroughly enjoys creating music, his ultimate aspiration remains on creating a positive impact in his community. He wants to be remembered to those in his neighborhood as someone who worked for a greater future.
Until then, Masters plans to continue his involvement and support with community events. And while Masters is determined to support Phoenix and succeed as an artist, he admits that working and growing as a rapper is not easy and stays realistic about his chances.
“The most difficult part is you have to understand that it might not work,” he said. “Everything you do is a risk. Every investment, every trip somewhere; There’s always a risk because it might end up not having any value six years from now. So it could all be a waste of time.”
However, with local support and a dedicated mindset, he feels that he is currently on the right path to achieve his objectives. Those close with him, like Bermudez, are confident in his success as well.
“In his music, he gives the world a part of him, and I can say that from experience knowing him,” Bermudez said. “He’s really truly an artist to look out for because I believe that he will go far in this music industry.”
“Granny’s Prayers” will be available on Masters’ mother’s birthday — Nov. 16, 2018.
For questions, contact the reporter at vahill1@asu.edu.
