Memphis has never been one-dimensional, and Soni is here to make sure the world knows it. The rising rapper’s new single “Rich Dreams” is a bright, addictive entry point into a project that’s bigger, deeper, and way more honest than your typical “get the bag” anthem.
“I’m unapologetically myself even when that isn’t the most popular thing to do,” he told Choose901. “I don’t want Memphis boxed into one lane. It can be anything.”
Who is soni?
Soni grew up on rap, R&B, indie rock, and pop, and he lets all of it bleed into his work. He’s intentionally pushing Memphis’ reputation forward: “I don’t want us to always be known just for Dirty South music. I love that music… but how do you evolve it?” His goals are sky-high (Grammys, even a Pulitzer) and rooted in the belief that Memphis’ stories deserve the biggest global stages.
“I want Memphis to be seen as diverse and evolving, not confined to stereotypes.”
The Single: “Rich Dreams”
On the surface, “Rich Dreams” is a catchy bop. It’s sleek, replay-ready, and confident. But Soni calls it a “red herring.” It’s meant to draw you in before making you think.
“It’s kind of like a red herring… the catchy bop,” he said, pointing to the tension between shine and substance. He wrote the chorus first, trying it over 15+ beats before finding the right balance. “It was gonna be a completely different song… then I realized the mismatch was perfect.”
The lyrics tell a deeper story:
“I’m addicted to this cash, I don’t smoke green /
Tryna count the proceeds with the whole team /
I ain’t doing nosebleeds, nothing but the floor seats.”
The Album is Honest, Not Escapist
Dropping November 17, Soni’s upcoming album dives into the question what happens when chasing dreams turns into escaping yourself?
“‘Rich Dreams’ is the ideal on paper,” he said. “But the album asks, what’s the cost? Am I doing this for art or just the money?”
Expect tracks that challenge the “success at any price” myth without losing bounce or replay value. It’s ambitious, intentional, and meant to move both the body and the mind.
Building Here, Aiming Everywhere
Soni’s next chapter starts at home. He’s lining up shows around the album’s release while working with a UK PR team to expand globally. But he’s not planning to leave Memphis.
“No matter what happens, I never want to leave Memphis. I just want to build here.”
He wants to build with Memphis, creating opportunities that keep talent in the city instead of chasing validation elsewhere.
Youth, Access, and the City He Wants
Working with students sparked a bigger mission. Soni sees too many young people dimming their light to fit in. His goal: change that. He dreams of starting a poetry foundation or art school in Memphis—places where kids can create without leaving town.
“I see kids shrink themselves to fit in. I want to give them room to be themselves,” he said. “I want us to have everything from art spaces to the kind of attractions the city lost over time.”
