California native, King Royal (born Troi Jo’Vaughn Ivery) is Inland Empire bred and brings a new edge to the music industry. He started rapping at the age of 14 on the first day of his sophomore year. A group of students, who he would later befriend, ignited a freestyle battle in the gymnasium blenchers of Etiwanda High School. Although King Royal had never written a rap or freestyled before, he was surrounded by hip-hop his entire life. Influenced by icons such as Lil Wayne, Kendrick Lamar and Young Thug, King Royal prefers to seclude himself in a darkroom with ambiance lighting or his car parked on the street at night, allowing him to spiritually submerge into lyrical masterpieces. King Royal describes his music as a variety. “It’s not just for the streets, not just music for the ladies, not just music about my life.” However, his quest to deliver meaningful bodies of work and substance is of high priority when he’s creating music. He recorded his first track over the soulful beat of Rick Ross’s Maybach Music Part 2, in the garage of an associate’s house. His parents we’re unaware of his yearning interest to write and record songs, until he returned home later that night to premier his first ever recorded production. Coming from a competitive household, he was nervous to unveil his song. However to his surprise, his family was highly impressed, considering nobody in the house knew he rapped. At 16, he released his first mixtape, Total Royalty, May 4, 2012. His mixtape sparked local success, inspiring King Royal to get right back to work on Total Royalty II. During the initial phase of development, Total Royalty II was scheduled to be released as a mixtape, but after grueling months of recording and artist development, what King Royal thought would be a mixtape, elevated to an album of great inspiration. On November 9, 2015 King Royal dropped his video War in the Streets, leading to the release of his album, Total Royalty II was released November 17, 2015. Over the course of the next 3 years, King Royal focused on fulfilling his 4th year at Cal State University of San Bernardino, recording his 3rd project, And It Was So…, building his brand, and ensuring complete ownership of his masters. In a quest to fulfill complete entrepreneurship, King Royal and his father learned the importance of purchasing and owning their own barcode. So his projects were removed from all streaming platforms temporarily until ownership of his own bar codes was established. During this time Royal continued to work intensely on his album covering emotions, family issues, social ills affecting the community and more. “Not only is my region overlooked, but when we get put in the spotlight it’s never for anything positive”, stated King Royal as he spoke about the awareness of the Inland Empire. Destined to build a conglomerate in the Inland Empire, Royal and his father mapped out a plan to advance his brand and elevate his company to the next level. During their crusade, immeasurable hours were spent developing their clothing line, Total Royalty Apparel and King Royal and Royal Diamonds Entertainment merchandise. His Total Royalty Apparel was designed to influence others to exemplify an esteemed way of thinking of one's self, subliminally sending a message filled with positive energy. His goal is to focus on inspiring others to manifest their dreams and believe on a higher level. Royal stated, “You Are As You Think. We are gods, so I walk like a god.” With an intent to elevate his knowledge and expand his brand, King Royal switched his major in college to Business Administration. Royal and his father transferred Royal Diamonds Entertainment to a Limited Liability Company (LLC). His time away from releasing music was spent perfecting his business model and manifesting an album to inspire rap culture to be hip-hop again. Turning 25 this past January, King Royal has positioned himself to cultivate his legacy, inspire hope into his generation through black excellence and continue to propel the spirit of Hip Hop through studying the iconic greats like Tupac, Lil Wayne, Jay-Z, Drake, Rick Ross and Kanye West. When questioned about his lyrical content and actual involvement in some of the activities mentioned, as so many rappers boast about, he expressed, “through living you naturally create experiences, some good, and some bad, through our choices or situations we’ve been inevitably exposed too. I speak for me…I narrate for my family, friends and others subjected to harsh living, injustices, etc., who don’t have a voice. I want others to know that I was birthed from the seed of hustlers, however I made a choice to seek higher learning, an education, understanding that knowledge is power.” King Royal is exactly what the culture needs…..Hip Hop.