that’s kind of how the feedback has been from everybody,” says Deuce’s manager, Memphis hip-hop veteran Steven “Soulman” Snipes. “Everybody thought crunk was over with, and none of us knew we needed Duke Deuce. Long before he ever got behind the mic, the 27-year-old Deuce - real name Patavious Isom - grew up in the hothouse atmosphere of Memphis rap, thanks to his father, producer Duke Nitty, whose credits include projects by Gangsta Blac, Nasty Nardo, Dem Thugs and Mobb Lyfe.ĭeuce’s self-conscious revivalism is a nod to his deep roots in Bluff City hip-hop and also to Atlanta’s role in defining the subgenre of crunk, which spurred Lil Jon’s appearance on “Crunk Ain’t Dead.” Since emerging in 2018, he’s had viral success with crunk-centric tracks like “Whole Lotta” and “Yeh,” spawned his own dance craze, signed to one of the hottest rap labels in the world in Atlanta’s Quality Control, and been publicly praised by everyone from the members of Migos to Cardi B. RAP: From NLE Choppa to Kevo Muney, 5 Memphis rappers to watch in 2020įor the Whitehaven-bred Deuce, paying homage to his rap forebears has been his stock in trade.
The song and its video play up Deuce’s musical connections to Memphis icons Three 6 Mafia the track’s main sample is from Project Pat’s “If You Ain’t From My Hood,” produced by Juicy and Paul. The clip for “Crunk Ain’t Dead (Remix)” was mostly filmed around town, with prominent locations including the Orpheum, the Crystal Palace skating rink (also used in “Hustle & Flow”) and the Arcade Restaurant on South Main.