Platinum Grind - Respect The Independent Artist Grind: March 2023

@l3x Oliv3r delivers his new single on all digital platforms

@l3x Oliv3r is no stranger to darkness. Growing up in the crime-ridden town of Macon, Georgia, about an hour outside of Atlanta, the most he saw anyone achieve was a life sentence in a dead-end job. That was never enough for @l3x, he was always dreaming of the world beyond.

One day in his youth, @l3x discovered the video for 'My Band' by D12. He was mesmerized by their hilarious antics, the bravado of the music, and the girls. The possibility of creating a living by having fun, doing crazy things, and making music set him on fire. Artists seemed to have the ultimate freedom, and he knew he could have it too. He began breathing to the rhythm of Eminem, absorbing the genius production of Kanye West, and embodying the day-to-day sentiments of trials and tribulations from his favorite rock bands. He found constant inspiration in the rapper DZK, whose prolific underground catalog got millions of listens. DZK's genre-bending aesthetic and devotion to the darker side of life mirrored @l3x's and showed him how to carve his path.

Right after high school, @l3x moved to Atlanta for college and started hustling by playing dozens and dozens of shows and handing out his music to anyone that would listen. He networked tirelessly, joined student organizations, and even became a member of several music-oriented university organizations. He poured the contents of his soul into his music and built up a following. When the university’s event board was looking for opening acts for Rick Ross, @l3x mentioned his music and everyone immediately chose him for an opening slot. But Rick Ross suffered a stroke before the show and canceled. Shortly afterward, @l3x got the opportunity to open up for Big Boi during a festival and that show was rained out.

@l3x had been excited to play with these two icons and the disappointment shook him to his core. He felt like the universe itself was against him. Haters called his music evil, vile, and demonic. Other Atlanta rappers that he admired quit the game and his courses needed more attention. He couldn't break through, so he decided to take a break.

After graduation, @l3x threw himself into a career in finance. He began working an intense schedule that started at 9 am and ended somewhere between 2 and 5 am. This grueling schedule continued for two and a half years until @l3x began missing how connected and free he felt when he was making music. He took an easier job and got to work on Faust I, a tape he's wrapping and plans to release in the coming months.

Whatever your mood is, @l3x will amplify it and be with you through it all. He combines the complex lyrical maneuvers of Tech N9ne with an intoxicating flow that's reminiscent of Migos. The production style is dark, diverse, and futuristic and reminds one of the stylings of Kid Cudi or Travis Scott, but @l3x tackles subjects that aren't typically explored in rap. Sure, he drinks too much, engages with too many promiscuous women, and smokes more hookah than any mortal should, but in the next breath, he's quoting H.H. Holmes and digging into ideas of depression, insecurity, self-loathing, and abandonment. @l3x is unabashedly pessimistic. He weaves a loner's narrative through enchanting choruses, a multi-syllabic rhyming style, and witty punchlines. His music is hot, smoky, and reckless. @l3x turns off the lights and invites you to sit in the dark with him and makes you want to.

The single “Ch1ps” produced by Oliv3r’s great friend, JWood who produces about 70% of his music is one of those fun “money” songs. It is definitely something different than Oliv3r’s other works.

“As for the song, I generally try to make songs with a deeper meaning. Darker songs that explore the nature of our individual lives and humanity. However, Ch1ps is not that type of song.” Sometimes you just want to have fun. Make a song about the thing everybody else is rapping about to feed your fanbase. Normally, I have some crazy idea and JWood(used to my insanity) complies and creates something ready to be heard by thousands and thousands of people. I only have a few songs with features, and “Ch1ps” is not one of them. All me this time.”

The video will be officially released via Youtube on March 15th but if you can’t wait, it is available on his website right now!

Welcome to the next enigma of Hip-Hop music. Get ready to go so deep into hell that you'll forget to care about heaven, and to get so high that you'll forget hell ever existed. His music is hot, smoky, and reckless. It's a quick overindulgence with someone you can't keep your eyes off of. His rhymes are written on the small of your back, and they leave scars. It's not for the timid, but for those that have smelled the devil's breath and lived to tell the tale, it’s nothing short of magic. Be sure to connect with @lex Oliv3r on his website, social media, and digital music platforms.