Swerzie’s 'Rotten Sound' spices up Chattanooga hip-hop
Riding his signature style, Chattanooga rapper Swerzie follows a trail of successful artists who've emerged from the local hip-hop scene.
By William Newlin
Seeing him chatting and laughing with the employees of Poor Taste, a vintage clothing shop off Main Street, you could mistake Swerzie for any other retro aficionado.
The 25-year-old rap artist wears baggy cargo pants, a trucker-style cap, and a white sweatshirt with the phrase “Rotten Taste.” It’s a nod to the store, one of his favorite local hangouts and a pop-up music venue, and to Icy Rotten, the collective of rappers, producers, and artists Swerzie helped form in 2016.
“Just coming to this store, seeing my friends — things like that inspire me,” he said. “That just makes me enjoy life and makes me have fun with music.”
Having fun with music has paid off for Swerzie. Through collaborations with popular rapper bbno$, frequent local shows, and 85,000 monthly listeners on Spotify, he’s made hip-hop a full-time gig.
Swerzie follows in the wake of other well-known artists who either call Chattanooga home or cut their teeth in its midsized market. Isaiah Rashad, a superstar signed to one of hip-hop’s premier record labels and BbyMutha, a Swerzie mentor who toured Europe in 2019, are two prime examples.
“I’d say he’s like the foundation of the newer generation of hip-hop here,” said local DJ and music manager Shoey Russell. “Someone that you wouldn't normally think looks like a rapper is actually doing creative stuff around Chattanooga.”
A collage of Chattanooga hip-hop. Clockwise from top-left: Marley Fox, Tez D. Darunninman, Thouxanbanfauni, Yz Dream, BbyMutha, Swerzie, Karamel Kittyy, Isaiah Rashad, Swayyvo, Chris P., Big Bratt, Cuatro Cinco, Michael da Vinci, YGTUT
On the come-up
It took a while to set that foundation. Before releasing his breakout EP “Ice the World,” complete with cover art of Swerzie peering over a picturesque Tennessee valley, he first found rap in Colombia (the country, not South Carolina, he was sure to add).
Growing up in Cali, Colombia, he said American neighbors introduced him to the genre through 50 Cent and Eminem. By the time he landed in Chattanooga, an appreciation of music evolved into song writing in his early teens.
“When I first started, all of my songs were just funny,” Swerzie said. “I made songs about SpongeBob, just random stuff like that. … So from 13 to about 16-17, that was my fun era.”
The 2010s were at the tail end of a strong period for Chattanooga hip-hop. Artists had created a vibrant underground scene with open mic nights and showcases at places like Fireside Lounge and Ziggy’s Bar and Grill.
In the days of selling mix tapes out of car trunks, it was about breaking down the stigmas associated with Black culture and hip-hop, said local artist and activist Cameron “C-Grimey” Williams. He said mixing in rap events at punk, blues, and even karaoke bars built bridges across cultures, giving hip-hop a broader appeal.
“Lots of relationships were built, lots of barriers were broke down, lots of stereotypes were broken,” C-Grimey said. “We’ve turned up a lot of different spots around here.”
Promoter Darrien Scott helped mainstream hip-hop in Chattanooga in the early 2000s by building events with major artists and local openers. Track 29, a now-closed venue that operated at the Choo Choo, also attracted big names from various genres, including rap’s Juicy J and Waka Flocka Flame until it closed in 2017.
By then the underground scene had dimmed. But Swerzie’s star was rising. While he said it was still a struggle to get 15 people to a show up for a performance, his six-song EP “Ice the World'' on SoundCloud forced the industry to take note.
“That made me think, ‘Yeah, okay, this guy got some potential,’” Shoey said. “It sounded quality. And it was here in Chattanooga.”
The culture now
Swerzie credits “Ice the World” with cementing the Icy Rotten collective’s signature style, dubbed the “Rotten Sound.” Obscure song samples with hard-hitting bass and “weird little melodies” add a dark texture to the music, he said.
It departs from what C-Grimey considers traditional Chattanooga hip-hop — live instrumentation and a Dirty South style influence. But he sees Swerzie as continuing the legacy of past underground artists with his clever lyrics and his ability to put on a floor-breaking show.
“Tearing down places like Poor Taste or Exile (Off Main Street),” C-Grimey said. “You still see we’re taking these small cultural venues or spaces and bringing the culture there.”
Mostly local, Icy Rotten is a core part of Swerzie’s successful formula. The group of around 20 artists combine talents to create fully realized content in-house, from producing beats to designing album art.
The collective and the “hundred percent different vibe” of Chattanooga shows keep Swerzie fired up about making music here, he said. With promoters like Shoey and Caleb Banks setting up events and an influx of young rappers, grassroots hip-hop is gaining strength again.
Swerzie pointed to a recent sold-out show at Poor Taste to show how the scene has evolved.
“It’s crazy seeing that,” Swerzie said. “When you come from putting in so much work trying to have people come to an event, and nobody shows up, and now it’s paying off.”
Support in the city
June 17 will mark Chattanooga’s second official Isaiah Rashad Day. Mayor Tim Kelly announced the honor last summer at the music festival Bonnaroo, where he presented Rashad with a key to the city.
A few months later was the second annual “Chattanooga Hip-Hop Week,” featuring events, performances and a summit of industry professionals discussing the business and social impact of hip-hop. This year's festivities will run from October 8-14.
Swerzie, C-Grimey, and Shoey appreciate the new attention to hip-hop in the city. But they said there’s more to do to support it locally.
Williams noted the institutional barriers minority business owners and artists face in accessing credit and described a long-standing criminalization of hip-hop culture in Chattanooga. Swerzie said he felt the Hip-Hop Week events were too limited to showcase younger rappers still looking for connections.
“I feel like we shouldn’t just dedicate it to one week (or) one month,” Swerzie said. “The rap scene here is way too big.”
Other artist resources:
Wavelength at 854 McCallie Ave. has both an art exhibition space recording studios. Musicians can book a consultation or studio time here. It also hosts free music showcase events called “Pass the Aux.” The next event is scheduled for April 22.
A library card provides studio access, too. The downtown location allows cardholders two three-hour recording sessions per month and can give tips on home production.
SoundCorps offers an eight-week music business course and hosts an online directory of local music professionals.
Editor’s note: Cameron Williams is a program coordinator for Tech Goes Home Chattanooga, a digital-equity program operated by The Enterprise Center. Chattamatters is also part of The Enterprise Center. Tech Goes Home Program Director Sammy Lowdermilk serves on the board of directors of SoundCorps, which organizes the Chattanooga Hip-Hop Summit.