By Phil Lacombe
Local Music Spotlight is turning up the volume this week with a voice that refuses to be ignored, Xpression. With raw energy, sharp lyricism, and a style that speaks straight from the soul, Xpression is carving out a space all his own in the Coachella Valley music scene. His name says it all: every beat, every bar, and every rhyme, is pure expression.
Your name says it all, Xpression. What does that name mean to you, and how does it shape the way you approach your music?
Music has always been more than just sound to me—it’s one of the deepest forms of art. Growing up, I was inspired by living legends like Gang Starr, Zion I, and a lot of underground hip-hop. But my biggest influences were Tupac, DMX, Eminem, Nas, Bone Thugs, Kanye West, and even the wild creativity of Odd Future.
I’ve always used music to share my life—my struggles, past experiences, battles with mental health, and even spiritual warfare. I’ve been open about having bipolar disorder in my music because that’s part of my truth. At the same time, I’m just a super hip-hop head, so I wanted a name that gave me the freedom to cover every side of who I am as an artist.
That’s where Xpression came from. It’s about balance—being able to step into any session, any concept, and find my way in it. I didn’t want to box my pen in or limit myself. The name gives me the power to express myself however I choose, no matter the direction, and still stay authentic.
When did hip-hop first grab you, and what made you want to step into the booth yourself?
I’ve been in love with hip-hop since I was a kid. By the time I was 10, I had written my first rap, and I used to spit that same verse to anybody who would listen. As I got older, I kept writing and cyphering—it became a part of me.
I didn’t actually step into the booth until I was 16, when I met MC Infinite. He was the first artist I ever recorded with. Up until then, I had never put on headphones, laid something down, or heard myself played back—it was all just writing and freestyle cyphers at school with friends. Infinite told me, “We should do a track,” and that’s how it all started.
After that, I started recording freestyles on MySpace with nothing more than a webcam mic and a free program. That’s when 2Toxic found me. He invited me to his house to record a song, and we ended up hitting it off. I became part of his 2Toxic Music camp for a while, and that’s where I put out my very first album, Mr. ZoZo. That project introduced my alter ego—the darker, more demonic side of my music—and really opened the door to exploring every part of who I am as an artist.
Owning Kryptic Reign Music puts you on both sides of the game, artist and label head. What inspired you to build your own label instead of signing with someone else?
I’ve always been independent. From the start I was making my own connections, trolling online, and finding ways to stand out. I would’ve welcomed being with a major label, but at the same time I wanted something built around my own vision.
I was the first artist from out here to get verified on all platforms—back when you really had to grind and prove yourself for that check. Around then, I was networking heavy, DM’ing people, doing PR work, even helping other artists get badged. Without realizing it, I was already moving like a manager and label head. With all the plugs and resources I built, creating my own label became the natural next step.
That’s where Kryptic Reign Music came from. But to me, Kryptic is way more than just a label—it’s a family, a movement, almost like a religion. It’s a way of life for me and for the people who are part of it. I’ve even started working on the Kryptic Bible, a book that breaks down how I view life, what I’ve been through, and what drives me. I don’t want to spoil too much, but it’s going to go deep into the mindset and the vision that shaped everything I’m building with Kryptic.
How do you balance the creative side of being an artist with the business side of running Kryptic Reign?
To me, it’s all art. Whether I’m managing, songwriting with somebody, or helping another artist bring their vision together, I approach it the same way I do my own music—I’m fully locked in. When I’m in the room, I’m adding ideas, dropping comments, helping write hooks or bars… I treat it like I’m a machine, always creating, even if I’m not putting out my own single at that moment.
Balancing the creative side with the business side has never felt like a conflict for me, because I keep my pen sharp and I stay active behind the scenes. A lot of label owners or managers might say they need to focus only on themselves as artists, but I feel the opposite. The more creative people I have around me, the more I can feed off their energy and evolve. It charges me up and turns me into that full-on CEO/artist mode—like I’m running on both sides of the game at once.
Hip-hop is all about storytelling, what story are you trying to tell with your music right now?
For the deeper side of my music, I feel like I’m still living the story I’ll eventually tell. There’s a lot I’ve been going through, but I haven’t written much of it down yet because I want to capture it the right way.
Right now, I’ve been focused on a different lane—working with brands, creating custom music for sync, reels, and trending sounds. I’m pushing out things that move in the digital space while I keep building my foundation.
The personal story is still in me, and a lot of it is already out there in the three albums I’ve released, Mr. ZoZo, The Write Path, and The Heart Beat. When The Write Path 2 drops, it’s going to continue that journey with some major features like the first one, and it’s also going to bring that real hip-hop—lyricism for the true heads who love bars.
These days, I feel like a god of musical hip-hop art. I can bend words with ease, and The Write Path 2 is going to showcase the next tier of my skill—the evolution of my pen and my vision.
What’s been the biggest challenge you’ve faced in building Kryptic Reign Music, and how did you overcome it?
The biggest challenge has been having to fund everything out of my own pocket. Most labels with big financial backing have budgets for everything—marketing, promo, videos, tours—but for me, it’s always been about grinding and figuring it out with what I have. If I had the financial push, I know I could take things to an even bigger level.
But what I’ve learned is that money isn’t always the main thing artists come to me for. They’re looking for the connections, the knowledge, the studio time, the creativity, and the guidance that comes with really knowing the game. They want that back door into the hidden power of the industry—the kind of insight you don’t get handed to you. That’s what I provide, and that’s how I’ve been able to keep Kryptic Reign moving forward even without a big financial machine behind me.
Collaboration is key in the rap world. Who are some artists you’ve worked with and want to work with?
I’ve been blessed to work with a lot of icons in hip-hop. I’ve collaborated with Bizzy Bone and Layzie Bone from Bone Thugs-N-Harmony, Bizarre from D12, Mellow Man Ace, CyHi the Prynce from Kanye’s camp, King Los from Bad Boy, Crooked I from Shady, The Grouch from Living Legends, Zion I, Ray Vaughn from TDE, Lady Luck, and Cassidy. Every one of those collaborations has sharpened me and given me something to carry forward.
Looking ahead, there are definitely producers and artists I’d love to connect with. Producers like Scott Storch, Krucial Keys, Damizza, and of course DJ Premier. Artist-wise, I’d love another feature with CyHi because I really think he’s one of the best doing it right now. An Eminem collab—or even just a beat—would be a dream. A session with Kanye would also be huge, because I feel like he’s one of the only artists who might really understand where I’m at spiritually in this world.
There are other legends and unique voices I’d love to work with too—Royce da 5’9”, Rakim, Method Man and Redman, Twista, Jadakiss, Jelly Roll, Lupe Fiasco, and Snow Tha Product, who’s my favorite female rapper. And even though it didn’t work out before, I would’ve loved to work with Joyner Lucas too. Who knows—you might just see some of these names pop up on my next album.
The Coachella Valley has a growing hip-hop scene. How do you see Kryptic Reign and your music shaping the culture here?
Kryptic Reign is going to be the go-to label for hip-hop and music connections in the Coachella Valley, especially for artists who aren’t signed to a major label. I’ve already built the plugs to get artists to the Grammys, onto Spotify editorial playlists, onto red carpets, and even into Getty Images. That kind of access is rare out here, and Kryptic is bringing it right to the Valley.
But I’m also taking Kryptic beyond just music. That’s why I’ve been branding it simply as Kryptic Reign—because it’s becoming a whole collective of creatives from different walks of life. It’s art, fashion, media, culture, all under one banner. In a way, it’s like my own version of the Illuminati—a powerful network of strong-minded individuals building something bigger than themselves.
Give it time, and people are going to see the impact. Kryptic Reign is tapped in with major players in the game, and as it grows, the culture here in the Coachella Valley will grow with it. My music and my label are putting the Valley on the map and opening a real door for the next wave of artists.
Looking ahead, what’s next for Xpression and Kryptic Reign Music? Any projects or moves fans should be ready for?
There’s a lot on the horizon. Under Kryptic Reign, we’ve got a new 5th Sun album coming from Jagg Chingon and Koyote the Konnection, and there’s a lot of excitement around what those two are about to drop. On my side, I’ll be linking up with Scott Storch soon to have him produce something for my next album, and we’re going to keep networking heavy, making sure Kryptic stays tapped in on every level.
Fans should also be ready for the future—my daughter Athena Reign. She’s already building herself in the athletic world, and I believe she’s going to take over in her lane the same way I’m doing in mine. Beyond that, I’ve got some new artists I haven’t even announced yet who are working on major projects under Kryptic.
And for the fans, we’ll be rolling out new Kryptic Reign clothing and merch soon. Things are looking bright, and this next chapter is going to show people just how powerful this movement really is.
Where can fans find you?
Fans can find me on pretty much any social media platform—just look for the verified account, haha. I’m most active on Instagram right now, but I’m on all platforms under @xpressionthemc.
From the streets to the stage, Xpression is proof that hip-hop is alive and thriving right here in the desert. His story, his sound, and his unapologetic authenticity remind us that music is at its best when it comes from the heart. Keep your eyes and ears on Xpression, because his journey is just getting started.
