In 2010, West Coast native Jay Rock was handpicked by XXL to be a part of their Freshmen 10 cover. Joining the likes of J. Cole, Wiz Khalifa, and Nipsey Hu$$le, Jay Rock graced the coveted XXL cover and went to take part in several different aspects of the campaign. During the course of the campaign, the MCs took part in a series of video freestyles to hype up the feature. Shot in the dark with only their sillhouettes appearing, the videos aimed to put focus on the Freshmen’s raw lyrical abilities. Representing Watts to the fullest, Jay Rock dug deep and dropped a rugged freestyle that allowed him to show a more extensive vocabulary than fans may have heard before. With a mean appetite for bars, it’s easy to see why Jay Rock has changed the industry’s perspective on West Coast music.

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