I love Frosted Flakes and I remember the jingle from back in the day, Just hearing you guys put your spin on it, I thought it was amazing. Everything from the drum pattern to your flow in general. It's definitely an updated sound. I thought the line about your mom introducing you to the cereal was really dope, and it resonated with me because that's how it was for me too. What were you thinking about while creating the actual lyrics for the jingle?

I'm just pulling from just life experiences. I was just thinking about like, oh, Saturday I got a football game. I grew up playing sports and stuff, so my Saturdays were active. I'm getting up early in the morning. It could be 6:00 AM and we super tired, but maybe I got a game or my sister got a cheerleading competition, or my brother got track, or my other brother got a football game, or maybe we're going to see my brother in prison or something. It was always up early for me. That was just my true existence. So I just remember maybe she didn't have time to cook, she got to gather all these kids. Okay, let's have a bowl of cereal. Maybe we don't sit at the table. Maybe we get a bowl of Tupperware and eat it in the car. I just remember like, oh, we in a van, eating cereal, car rocking. But it is super cool and nostalgic.

That's why I was like, 'oh, I got to do this.' I remember spilling a bowl of cereal, literally a bowl of Frost Flakes, right on the ground in the van, going to school one day. In my childlike memory, it probably was the most detrimental thing ever. But now thinking about it, I'm like, 'oh yeah, you're eating cereal in the car.' But little stuff that was just nostalgic things that brought me to like, 'okay, you can do this.' They came with this opportunity, and it's not even goofy. It's not like a fake thing. It's actually, it's something that everyone— breakfast, it's like the first thing you do, you wake up, you get something to eat. Depending on how you want to go about it, you can eat Frosted Flakes with eggs, bacon, fruit, whatever. We used to chop bananas up and put 'em in there, stuff like that.

It's dope that you personally connected with the cereal and brought that out in your music. Now this all correlates with your upcoming performance this weekend. What can fans expect from your set at Kellogg’s Frosted Flakes “Day Ones” Bowl Game?

Yeah. It's going to be fun. I feel like the whole event, everything that's being put together, is very intentional. So that's going to be the same energy that's going to be brought up to the stage. Just intention and enjoying the moment and stuff like that. I think all of this stuff serves a purpose. It brings different light to people's lives. Little events like this, and then me loving football and sports like that, it's scratching the itch from those days. Like I said, waking up, having football games and stuff like that, being a part of that is cool. So I'm excited.

I love how all of this relates to you in almost every way. I feel like it's great that it's coming up right before you go overseas for your tour. It's been six months since God Does Like Ugly dropped, but I feel like it's still hitting with your fans and it's still resonating with the culture in general. How do you feel about the album six months later?

I love it. Even me making it on a selfish tip, like, oh, I want this album to sound like this because this is the way I love it. That feels good when it's super personal, but it's well-received. It is different from stuff that I tried before, but also it's not as far as... I feel like I can even go further with the music, but this time around, I just had to make something more personal. It just came from a sincere place, just being how the title was created. So just a reception from it is great. And being nominated twice by a group of my peers of 15,000 people, that's not by chance. That's a blessing. That's something I don't take lightly. So I appreciate everything that came around the album and I'm just looking forward to the next steps and the next things. That's why this is so cool that it's rolling out right now.

All perfect timing. You're about to go on tour in Europe, but recently you said that you wanted to finish up your album before you go. What's the status on the project, and what can fans expect from it?

I'm just working, bro. Just daily. I'm chiseling away at the ice sculpture for real. That's the only way I'm looking at it. So I don't want to give any false hopes towards anything. I just know I'm working on music. Every single day, even as we speak, I'm thinking of certain ways to go about things in the future. We're working on stuff.

Shay Diddy