Apple Music today announced Atlanta rapper SoFaygo as the latest addition to its Up Next program, Apple Music’s monthly artist initiative geared towards identifying, showcasing and elevating rising talent. 

SoFaygo’s rise in the rap game has been a meteoric one. The 21-year-old gained major critical acclaim and notoriety through his 2019 hit “Knock Knock,” which went viral on social media and reached the Daily Top 100 in 15 countries worldwide across Apple Music. Yet SoFaygo has been creating music and generating buzz in Atlanta’s underground scene for years. Across Apple Music, SoFaygo has been featured on major editorial playlists including The PlugIt’s Lit! and The New Atlanta and in just a few months, SoFaygo’s streams on editorial playlists grew 446%.

“It’s an honor to be recognized by Apple as one of their Up Next artists and represent Atlanta on such a global scale,” said SoFaygo. “My new album, Pink Heartz, is my most creative endeavor yet and I appreciate Apple Music for acknowledging this and being so supportive. It means a lot knowing that Apple Music and their editorial team really goes the extra mile to spotlight the next generation of super stars, and I’m happy they’ve chosen me to be among them. Sending big love to Apple Music for championing artists like me and providing the visibility to impact the world.” 

In his Apple Music Up Next exclusive short film out today, SoFaygo reveals how he kept his desire to make music a secret from most of his friends and family when he was a kid. It wasn’t until he was 17 that he decided to become active on social media and share his music with the world. “I get a lot of love in Atlanta. A lot of artists will reach out and tell me to keep going, and smaller artists, they look at me as inspiration,” SoFaygo tells Apple Music. “I feel like I inspire people by just being me.”  In an interview with Eddie and Nick from Apple Music 1’s The Plug, also available today, the rapper discusses working with Pharrell, the collaborators on his upcoming debut album Pink Heartz, and being a part of Travis Scott’s imprint Cactus Jack. 

SoFaygo’s forthcoming music also features in the launch of Beats by Dre’s new campaign starring LeBron James and Bronny James. The spot debuted on Beats’ social media channels on Monday ahead of the NBA season opener.

“I’m excited to see SoFaygo get this incredible platform. For me, his music is a source of energy and inspiration,” said Bronny James. “His track was the perfect cut to represent the next generation and bring our Beats spot to life. I can’t wait for people to hear it!”

Watch the Apple Music Up Next film:

Pre-add Pink Heartz (Apple Music Up Next Film Edition) today and check out selections from the rest of the artists in the Up Next series HERE.