It’s one thing to have a buzz but when the whole world is paying attention, then you know you’re making waves, right Li Rye? Turns out the New 1017 hip-hop heavyweight is coming for more than just gold and proving it with the new ‘Rookie of the Year’ music video.

The Alabama native delivers a hard-hitting tune and visual flex for his signature tune. Peep the details and get caught up in the flexing.

Today, Li Rye unleashes a new video for his song “Rookie Of The Year” and can be watched HERE. In the video, shot by Simba, The Mobile, AL native can be seen in the studio with his friends as he boasts bravado lyrics about demanding his respect and his goal of changing the game.

The visual for “Rookie Of The Year” is a continuation of Rye’s hot streak of video releases as his latest visuals comes off the heels of his most recent videos for “BROKE ASF,” “Deceive Me” and “My Baby.” Rye’s infectious energy and hard-hitting bars have garnered him an authentic, loyal fanbase proving he’s next up. His previously released track “Rental Cars (RADARADA)” has accumulated more than 1.9 million total streams on YouTube (video and audio) and Spotify. He also released his mixtape Barely Living only available on YouTube.

Li Rye has made a name for himself in the music industry since signing to ATL legend Gucci Mane. To date, Li Rye has accumulated more than 12 million streams in the US and over 15 million total YouTube views. 

 The Mobile, AL native started his musical journey in 2021, with his debut EP Emotional Demon. Shortly thereafter, DJ Booth hailed him as one of “10 Rappers You Should Know Right Now” on Audiomack.

It didn’t take long for Li Rye to catch the attention of hip-hop legend and entrepreneur Gucci Mane. Earlier this year, Rye inked a deal with 1017 and has been hard at work releasing music ever since. The proof is in the numbers. Li Rye has been featured on outlets such as Sheen Magazine, HipHopSince1987, What You Expectin’, OnTheRadar and No Jumper. 

Want to know more about Rye’s rise? Want to find out how he took downs and flipped them into ups? Say less.

It takes a certain grit to make it out of Mobile, AL. With a population just shy of 200,000 people, its denizens often find themselves stuck in “The Port City” for generations beset by a high crime rate and minimal opportunities. Nevertheless, Li Rye lifts himself beyond the boundaries of his hometown through unfiltered storytelling, unnerving bars, and undeniable melodies. Rather than accept the limitations of his surroundings, the rapper consistently aims much higher. Generating millions of streams and views on his own and landing a deal with Gucci Mane’s The New 1017, he amplifies the voice of his city on his forthcoming 2023 debut and much more to come.

“Mobile is really rough,” he states. “We’ve got more projects than suburbs. Not too many people can say, ‘I made it out of Mobile’. So, it’s a blessing when they do.” Music always offered a refuge. At four-years-old, he watched his father head to prison. Around the house, his stepdad played the likes of Lil Wayne and Chief Keef. At the same time, Li Rye fell in love with R&B and soul icons such as Whitney Houston, Luther Vandross, and Marvin Gaye. “That old vibe of melodies and notes hits your body differently,” he says. “If you hear the right song, it’ll change your day.”

With his stepdad locked up, he turned to the streets post-high school. During 2021, he dropped his Emotional Demon EP and stirred up buzz. He increased his momentum with 2022’s Punch In. The title track “Punch In” clocked over 402K YouTube view, while “EST FLOW” reeled in another 1.5 million YouTube views. Meanwhile, DJ Booth hailed him as one of “10 Rappers You Should Know Right Now On Audiomack.” His music made its way to Gucci Mane who promptly signed him to The New 1017.

“He’s from Alabama, and I’m from Alabama,” he smiles. “He’s so big I never thought something like this would happen. If I go to my uncle’s house, if I’m in traffic, if I’m at the barbershop, or wherever I am, somebody is listening to Gucci Mane! He’s relatable to me. We understand each other.”

Fittingly, he heralds his next chapter by joining forces with Gucci Mane on “Too Many” from the knockout collaborative mixtape, So Icy Boyz: The Finale. His incisive and infectious flow fires up the track punctuated by raw spirit. “I feel like I was born to do this shit,” he goes on. “Everything comes from the heart, so I just let it out.”

Ultimately, Li Rye will make Mobile proud by telling a true story without holding back. “If you listen to my music, I try to put emotion in my words,” he leaves off. “You don’t just hear it; you feel it. Whatever you’re going through or experiencing, I’ve got a song for it.”