Grammy-Winning Producer & Rapper Hit-Boy Drops Empowering New Music Video 'What's the Deal?' from Album SFTWRE UPDTE

Hit-Boy, Grammy Award-winning producer, rapper, singer, and songwriter

Hit-Boy, Grammy Award-winning producer, rapper, singer, and songwriter

Hit-Boy, Grammy Award-winning producer, rapper, singer, and songwriter

Hit-Boy, Grammy Award-winning producer, rapper, singer, and songwriter

Hit-Boy, "What's the Deal" - single artwork

Grammy-Winning Producer and Rapper Hit-Boy Drops Empowering New Music Video "What's the Deal?" Introspective Anthem on Loyalty, Resilience, Personal Evolution

LOS ANGELES, CA, UNITED STATES, September 9, 2025 /EINPresswire.com/ -- Three-time Grammy Award-winning producer, rapper, singer, and songwriter Hit-Boy has unveiled his powerful new single and music video "What's the Deal?," his first fully independent release following his liberation from an 18-year publishing deal with Universal Music Publishing Group (UMPG). Available now on all major streaming platforms via his Surf Club imprint, the track serves as the lead single from his highly anticipated forthcoming solo album SFTWRE UPDTE, showcasing Hit-Boy's signature self-produced beats, razor-sharp lyricism, and profound themes of empowerment, betrayal, and self-reinvention.

Directed by Daniil X, the "What's the Deal?" music video plunges viewers into a high-octane realm of luxury and introspection, featuring sleek fast cars, intense card games, lavish iced-out chains, and premium fashion that mirror the song's gritty yet polished energy. Entirely produced, written, and performed by Hit-Boy (with additional production by Toby Wincorn), the single was mixed and recorded by Davis Strauss and mastered by Mike Bozzi, delivering a sound that's empowering, innovative, and timeless. The music video is now airing on Revolt TV, MTV, and TEMPO Networks, as well as music streaming channels on Roku, Apple, and Amazon, amplifying its reach to a global audience.

"I've never felt more empowered as an artist…after 20 years in the game," said Hit-Boy. Reflecting on his independence, he shared, "He [Jay-Z] helped secure my freedom from an 18 year publishing deal I was stuck in and I can't thank him enough for pushing that through. Much appreciation to Desiree Perez for also making this happen... Today I am a free man, I feel like I just got out the pen after an 18 year sentence and have a chance to start over with more knowledge than I ever had. My best has yet to be seen. God is Great! WHAT’S THE DEAL?!"

The release follows Hit-Boy's exit from a restrictive 18-year publishing deal signed at age 19, which offered just $50,000 upfront with no clear end date. With hard-hitting lyrics like "Got some old homies, I swear I used to love 'em, Gave em all a fair shot before I said f*ck 'em," the song explores betrayal, resilience, and forward momentum, echoing Hit-Boy's journey from a behind-the-scenes hitmaker to forefront artist. "I've taken time over my career to invest in artists, and always end up in this position where, I'll basically change somebody's life, while still just trying to change my own," he reflects. "I'm at this point now where I'm taking that capital and I'm putting it into myself."

Born Chauncey Alexander Hollis Jr. in Fontana, California, and raised in Southern California, Hit-Boy's rise began in the internet era. From uploading beats to Myspace and emailing idols, he caught the eye of Polow Da Don and Kanye West, signing to G.O.O.D. Music in 2011. For nearly two decades, he's shaped hip-hop's sound with era-defining hits: 5x Platinum "Drop the World" (853M+ streams) with Lil Wayne and Eminem; RIAA Diamond-certified "N****s in Paris" (3.5B+ streams) with Jay-Z and Kanye West; "XO" (800M+ streams) with Beyoncé; and "SICKO MODE" (6.2B+ streams) with Travis Scott and Drake. His collaborations span hip-hop royalty like Kendrick Lamar ("Backseat Freestyle"), Nicki Minaj, and Drake, to pop icons like Ariana Grande and rising stars like Doechii.

In 2020, Hit-Boy architected Nas' renaissance, executive producing the Grammy-winning King's Disease trilogy, earning acclaim and solidifying his legacy. Recent works include LaRussell's "RENT PAID," projects with his father Big Hit and The Alchemist, and Benny the Butcher. Beyond music, Hit-Boy composed for films like the Academy Award-winning Judas and the Black Messiah soundtrack (2021) and Netflix's Uncorked (2020), and branches into the tech and film industries.

Personal trials have additionally fueled his evolution: His father, Big Hit, spent nearly 30 years incarcerated while Hit-Boy supported his release through COMMUNITYx, prison reform efforts, and released Big Hit's album The Truth Is In My Eyes. As a new father, Hit-Boy focused on breaking generational curses, and prioritizing mental and physical health. "People have never seen me on this level," he says. "They've never even seen a free me." Philanthropy in prison reform and underrepresented communities continues to remain central.

SFTWRE UPDTE promises independence, vulnerability, and experimentation, featuring guests like Dom Kennedy, Peezy, and Orion Sun. "If I'm gonna update my software musically, I gotta update myself in the process," Hit-Boy explains. Since its July 24, 2025 premiere, "What's the Deal?" has amassed over 694,000 YouTube views, and is hailed as a bold new era in the industry.

Music lovers and fans can watch the official music video for "What's the Deal?" on YouTube: https://www.youtube.com/watch?v=fJlevsLG5bE, stream Hit-Boy on all major platforms, and stay up on new music and the latest news by following Hit-Boy on X (@Hit_Boy), on Tik-Tok and Instagram (@hitboy), and his official website: https://www.hit-boy.com.

About Hit-Boy
Hit-Boy (Chauncey Hollis Jr.) is a three-time Grammy Award-winning producer, rapper, singer, and songwriter from Fontana, California. Known for sonic innovation. His credits include megahits with Beyoncé, Jay-Z, Kendrick Lamar, Ariana Grande, Kanye West, Jennifer Lopez, Nicki Minaj, Justin Bieber, Rihanna, and many more. As a "sonic chameleon," he's redefined modern rap and hip-hop while evolving his personal style. Free from UMPG, he enters a creatively unbound era with SFTWRE UPDTE, emphasizing purpose beyond music. "I’ve come to this understanding that I am more than what I contribute to this game," he says. "My time here is precious, so I’m making the most of it."

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Hit-Boy - What's the Deal? (Official Music Video)

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