For the past decade-plus, Zaytoven has been synonymous with Gucci Mane (and more recently, Future and Migos), but over the next few years, that might very well change.
In an interview with Okayplayer, the veteran ATL producer not only praised a slew of younger artists—most notably high-rising 17-year-old rapper Lil Pump—but also expressed an interest in helping to extend their current 15 minutes of fame.
"Guys like [Pump], man, I enjoy working with Pump because they are the ones that keep me relevant to the new generation," Zaytoven said. "I love to hear them—Lil Xan, Trippie Redd, and others. I love the new flavor that they bring to the game."
When asked by writer Shirley Ju if Pump, Xan, Redd and the like have any "staying power" in hip-hop, Zaytoven responded: "It’s hard to say because music is moving so fast with so many new artists coming in every day. I’m curious though. I’m sitting back watching it all. I just want to do my part in helping these guys try to last as long as they can."
Zaytoven could easily crank out production selections for any of these artists to choose from—after all, he never spends more than 10 minutes concocting a single beat—but their more pertinent path to prosperity might be to work in partnership with Zay's label, Familiar Territory Records. Earlier this year, Zaytoven signed a deal to bring the label to Motown Records, a subsidiary of Universal Music Group.
As for the producer himself, while his intentions seem pure, aligning with younger acts will not only help his bottom line but it will also extend his own career.