As an adolescent, Duke Deuce, real name Patavious Isom, was exposed to hip-hop through his father’s bubbling career at the time. From attending studio sessions to shows at local venues, his career interests were always based around becoming an artist himself. In 2016, Duke set the streets ablaze with his debut project, Deuce Live Music. Over the years, he spent time developing his craft before finally dropping off the first installment of his Memphis Massacre series. “It was really just to make a statement and show the world that I’m coming,” he points out. The 15-track effort contained a pair of features from Project Pat and Offset, who Duke eventually signed to.

In late-2019, Duke caught the eyes of many with “Crunk Ain’t Dead,” which amassed over 12 million YouTube views relatively quickly. The video went viral after the opening scene became a buzzworthy meme. Thanks to the original visual’s success, “Crunk Ain’t Dead” also earned a monster remix featuring hometown legends Juicy J, Project Pat, and Lil Jon. The Wikid Films-directed effort follows the artists around Memphis and serves as a standout cut on Duke Deuce’s Memphis Massacre 2.

Confident and hungry for success, it should be no surprise that Duke’s demeanor is propelling him to the top. In our recent conversation, I sat with Duke Deuce to talk about his rise to fame, embracing his Memphis roots, and Memphis Massacre 2, amongst a range of other topics.

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