Demrick has always been one of hip-hop’s most quietly reliable voices—a chameleon who can go bar-for-bar with Xzibit and B-Real in Serial Killers, then slide seamlessly into the hazy, surf-adjacent lanes of the reggae-hip-hop hybrid scene. But with his new album Ooowee, out September 26th via Ineffable Music Group, the L.A.-based rapper is stepping into his most personal, lyrically layered era yet.
“I wanted minimalistic beats and just bars—just lyrics and content,” Demrick explains. “What am I talking about? What am I going through in life right now? What do I want to say?”
Those questions drive the heart of Ooowee, a record that’s equal parts mixtape-era honesty and west coast introspection. Built alongside production team The Undefeated, the project is framed as a journey through beat switches, candid interludes, and raw storytelling. “I wanted it to play almost like a mixtape, where you really got an opportunity to get to know the artist and the personality,” he says.
Known for collaborations that carry real weight, Ooowee features a stacked guest list including B-Real, Xzibit, Coyote, K.A.A.N., and rising vocalist Vu. “With ‘Fried Chicken Friday,’ that third beat switch just screamed for B-Real,” Demrick recalls. “I hit him up, he sent back fire emojis, and I knew what it was.”
The album’s lyrical focus hits everything from the climate of the world to internet culture and relationships. And while Demrick doesn’t position himself as a prophet, he’s aware that his words can resonate deeply. “People tell me a song helped them out of a dark time or got my lyrics tatted on them—that gave me purpose,” he says. “I’m expressing how I feel for everybody.”
Even as Ooowee drops, Demrick is already looking ahead: a new Serial Killers album with Xzibit and B-Real is finished, produced entirely by Scoop DeVille. But Ooowee is the moment—and maybe the most fully realized snapshot of the artist yet. “I still have the hunger,” he says. “But I also understand the music is bigger than me. It’s a community thing now.”
In an age where virality is fleeting and authenticity is rare, Ooowee is a reminder that real music still cuts through—especially when it comes from the heart.
