BLACK SOUL MEDIA S1E2: All Biz with Big Cruz (2020)
[Originally Published on June 17, 2020]
Cruz was quite literally born into chaos. His family, including his mother who was pregnant with him, fled from Albania amidst a fiery rebellion and violent path of destruction left by the nation’s oppressed people. His father’s business establishment had been bombed and burned to the ground. Under the clutches of a remorseless dictator, the protestors sang the same tune of those who are fed up with the status quo that disregards black lives, black woman lives, and black trans lives in America today. Cruzer was born in Greece, before his family moved back to Albania to make a mad dash for America. Though being raised in Washington DC was all he’d know, his presence here was far from inevitable.
The DMV rapper grew up in the only Albanian family in a black neighborhood that was perfectly positioned between the federal monuments and the hood. Cruzer’s parents didn’t speak a word of English, left to fend for and reinvent themselves in foreign territory. Despite being fully trained as a banker in Albania, his mother’s skillset was considered nontransferable because she could not speak English. Swallowing her pride, she took on a job as a hostess and later a substitute teacher to help feed the family. For the sake of providing needed income for his family and staying in his field, Cruzer’s father spent most of his time in Albania. He ran his multiple ventures such as hospitality services and radio stations, but also never had time to spend with the family. Though he had a hard time understanding as a kid, Cruzer began to realize the sacrifices his father was making as he got older. Inspired by a father who stressed ownership and keen been business acumen, Cruz’s ambition pushed him to take a multifaceted approach to the music business.
Cruz recorded his first track in his home country of Albania, a remix of the Migos smash hit “Versace.” Once he heard his voice back on the mastered track, he was hooked. Throughout high school, he began laying down tracks like floorboards. Through a few songs that gained traction on his “Facts Only” mixtape, the young rapper caught the attention of a distro exec who wanted to ink a deal and discuss signing him to a label. His mother immediately turned down the offer, pushing her son to get a solid education and gain knowledge around the world he was entering. At first, Cruz rebelled. Tensions between him and his mother nearly boiled over when he showed up to Thanksgiving higher than the North Star. His mother feared she was losing her son to the streets, as his friends were selling drugs and engaging in violence for respect. But as he began to lose friends and see his life flash, he took her guidance and decided to go independent instead. Before graduating high school, Cruz established his label “Facts Only” with a few friends as an ode to authenticity and keepin’ it real.
From there, the team ventured into apparel, marketing services, and even promotion. Remembering 50 Cent’s dynamic approach to music and business, they aimed to fill whatever lane was suited to their strengths. To further magnify his movement, Cruz decided to go to St. Johns—his idol J. Cole’s alma mater. He wanted to have a similar impact on the next generation as J Cole had on him and plant his flag in the Mecca of Hip Hop. By doing so, he’d prove to others that it was possible to achieve their own goals.
Since then, Cruz has released 3 strong mixtapes and performed in front of crowds of over 1,000 at his school’s homecoming and other local festivals. He’s released singles with red hot rappers who are also making a climb towards the top. Cruz aims to continue his path towards becoming a multifaceted mogul and to illuminate the possibilities to the next generation. For someone with an endless inventory of drive and hustle, they are endless.
