Originally conducted on June 23, 2014 and resurfaced from the archive, this sit-down with Jacksonville DJ Bigga Rankin — creator of the RNR mixtape series and founder of the Diamond Awards — is a raw, business-blunt masterclass on the grind behind the music. In the wake of his passing on July 20, 2026, we’re preserving it in Interviews as essential reading from one of the South’s most influential tastemakers.
In your current position, how do you view the typical local artist?
The current typical local artist is anything but typical. Most feel entitled in the sense that we have to help them because we are from the same city. Most view hiphop as a way out of poverty or a ticket to stardom, More than half have no idea about the business side of music.
Do you believe the talent in the area are being over looked?
Talent is constantly being overlooked, its not intentional. These artist are victims of their own demise. Since there is no more pride in music, mediocrity is now the norm. We celebrate sub par content because to be honest and upfront is called hating. For every 1 talented artist there are 10 with less talent but 10 times the grind. You’ll never blow from home, outta sight outta mind.
In most cities there are at least one major label influence. In Jacksonville there really isn’t any. Some artist see this as a reason they can’t get any exposure. It’s almost like they don’t have anyone to turn to whereas cities like Atlanta and Miami are filled with that influence. Do you think there is any truths to this?
Bullshit! What major labels are in Memphis. They’ve given us Grammys and Oscars for hip hop, they’ve given us yo gotti etc. What new artist from Miami or Atlanta has taken the world by storm because of a major label? Mase is from Jacksonville, Fred Durst is from Jacksonville, we’ve had rap songs on the charts, and have had artist sign to major labels like T-Rone that have gone on to catapult their careers into stardom. What you are speaking on is the poisonous mentality that is infecting not just Jacksonville artist but artist the world over. If you want something go get it! A label doesn’t help build a buzz. They distribute the records after your buzz has been built... There are no magic wands in hiphop!
How do you feel about the artist who leave Jacksonville and move to Atlanta or Miami in hopes of getting exposure?
I feel like you cant conquer the world until you jump off your porch. You want to be successful in this business, you need talent a budget and a grind. If they feel Atlanta and Miami offer the best opportunity to succeed than so be it, Nothing replaces grind and talent, not even budget. You have to have an odd combination of all 3.
Let’s go back a little in history. Jacksonville has had its share of successful acts such as 69 Boyz, Quad City DJs, Young Cash and even as of late T-Rone. How do you think these acts stack up against the current artist in the city?
Jacksonville not only has incredibly talented artist. We have producers like Bishop Jones, monster DJs like DJ Shab, artist like Yung Trap, Lil Jug, Slyme Tyme, Swordz the list goes on and on... Id put my money on anybody from my city to stack up with anyone from any other city in America, not only do we have talent, but we have a desire to succeed and a survival gene that is embedded in all of us, we want to win more than we want to breathe.
There are artist who feel that the clubs don’t support the local acts. Since there is no love in the clubs, radio feels that there is no reason to play a record since it’s not “hot in the streets”. How much of what’s played in the club really affects a playlist?
Its about understanding business. If a song is hot a DJ has to play it! If a DJ has to make the song hot, well then there lies the problem. Radio should be the last thing an artist thinks of, unless they have a budget for radio and promo once song gets on radio. You can fake it til you make it but the bank you will break trying to hang with the Jonses. A hit record don’t need money! And here’s a secret. Hit records don’t come from artist to DJ, they come from DJ to DJ, if your song is hot, DJs will circulate it. If not then they are garbage DJs, just like there are garbage rappers. The era we live in has watered down the artform making it easy for anyone to try and just as easy for anyone to lose it all. This is a business most forget that.
You created one of the most recognizable mixtape brands with your RNR series, do you feel mixtapes are an important platform for artist?
Mixtapes are an incredible tool for artist. Look at artist like Drake or Meek Mill or on an independent level Nipsey etc. They have used their mixtapes to help them book shows and get paid! The Migos, Rich Homie Quan etc. have all gone on to launch very successful careers via mixtapes. What people forget is, the mixtape must be advertised and promoted and you gots to have a single! A reason for someone to check it out, besides the whole I’m hot blah blah blah.
I got a hot single. Mixed, mastered and pressed professionally. How do I get it in the streets?
You gonna have to work. Build with the DJs in your immediate markets and be prepared to take the show on the road. Servicing the single is a great way to start. Team Bigga Rankin, South Promo, ATL Top 20, MP3Waxx, Digiwaxx, Virdiko. These are all excellent ways to get your music to the DJs and tastemakers. You can spend a few dollars on the front end and then go all in gathering the feedback and right info so you can put a plan in play or you can listen to your crew and put the farm on every record you drop. Not the most cost effective way, But hey its your money. Spend it how you see fit. If they want my advice. The game is to be sold not told, contact Kingpin to set up a consultation today!
I know there have been times where an artist just pops up and hands you a cd to listed to and play. How do you typically respond?
If its someone i know, as soon as we hit the highway we throw it in and give them a listen. If its somebody i don’t know, i hand the cd to Kingpin and he’ll reach out with an invoice, we are in the music business! If you don’t know me don’t walk up to me and hand me shit but a check! I don’t owe anyone anything. I help those that help themselves. Reach out build with me introduce yourself, get to know me and afford me the same opportunity and i promise then next time you see me and hand me a cd, No questions asked, I’m listening to it.
Let’s talk about the Diamond Awards. What was the motivation behind creating that?
I felt that Florida, Jacksonville in particular needed to have its talent showcased. I felt that the underdawg needed his / her time to shine. Its the longest running award show in the south if not in the independent world period, we have out lasted tons of other award shows because we honor those that deserve it, we open up nominations and voting to the public every year and encourage those that have a buzz or are building their buzz to get their fans and supporters to hit the voting booth and go in! The diamond awards are the Ghetto Grammys. We recognize those that have been looked over, and written off, its an award show for the people by the people.
What do you attribute it’s success too?
The real! We’ve given you some of hiphops brightest stars, we recognized game changers and honor legends all why keeping it 100, what more can you ask for.....
Do you think there is a lack of industry knowledge that surrounds the city?
The city? Ignorance is not exclusive to Jacksonville, its a problem the world over. To most this will forever be a hobby, and make no mistake about it, until you collect a check from music, its just a hobby! Power is knowledge? Bullshit, power is knowledge only if applied. Seek out the information and apply it
If you where an major label A&R with signing power, what 2 artist from Jacksonville would you sign?
Yung Trap and Swordz. They’ve had their finger on the pulse of the city for as long as i can remember. They have serious cult like followings, talented beyond words and are hungry!
With your newly signed acts, how would you break them outside of the city?
Set up a consultation with me and Kingpin and we would be more than glad to share our recipe for success... In a broad statement, take the show on the road, The only way to win is to be exposed. Get out and meet the DJs and tastemakers that are going to open the gates to let you in.
Is radio that important?
I cant answer that question, Different strokes for different folks. Ask Tech9 if radio is important. Ask Nipsey if radio is important? Have you heard an Action Bronson song on the radio? Heard Woop on the radio? They winning right. Then again without the spins would Trone have gotten signed to YMCMB? Radio is Radio, you either have a hit they gotta play or pay for what you want [which is illegal] Either way radio is what it is....
