In a new video for the Hit-Boy produced, “Family & Money,” 24hrs focuses on what’s important in life — fam, money, (and models!) ATL’s most melodic rapper rocks Ben Baller chains and Chinatown Market while he cooks up in the studio with baddies and bands. While 24’s life of luxury is fun, it’s loyalty that’s most important to him, and he prays God watch over his people.
“Family & Money” is the first track from 24hrs recently released project Houses On The Hill, executive produced Ty Dolla $ign and Hit-Boy. 24 is no stranger to reinvention — born in Atlanta, he is from a military family (his brother is MadeinTYO), and he grew up all over the world, including stints in Japan and Hawaii. He started his career under the moniker Royce Rizzy, his rhymes edging more rap than the R&B-infused melodies he releases as 24hrs. In the two years he’s been 24hrs, he’s done numbers: tens of millions of plays across Spotify and SoundCloud, and several seven-figure videos on YouTube. Houses On The Hill serves as an introduction to his latest reinvention and lays out a roadmap to where a self-made success story plans to lay claim. The project is out now via Private Club Records.