FEATURE:
Spotlight
Bay Swag
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THIS has been a busy…
PHOTO CREDIT: Joshua Holmes
and standout year for Bay Swag. New York-born Lloyd McKenzie Jr. released his debut album, Ahead of My Time, last year. He released Damaged Thoughts earlier in the year. And he also put out the E.P., Swiggity. An artist who weaves his love of R&B into Sexy Drill, he has just been named as one of Vevo DSCVR Artists to Watch for 2026. It is confirmation that this artist is someone that you need to put on your radar:
“Mika Sunga, Director of Programming: “We’re excited to welcome Queens-born drill rapper Bay Swag to our DSCVR ATW 2026 class. He’s helping define the Sexy Drill movement, which blends the hard-hitting beats of drill with the smooth, soulful feel of R&B.
“His debut album really stood out to me because it’s raw, introspective, and gives a real glimpse into his world. You can tell he’s got that star quality and drive to take things to the next level. “
Bay Swag: “Being named one of Vevo’s Artists to Watch 2026 means everything to me. It’s more than recognition — it’s reassurance that all the long nights and sacrifices are paying off. I don’t take this moment for granted; it just fuels me to go even harder and keep proving why I’m here”.
I will move to some interviews from this year with the amazing Bay Swag. I must admit that I am quite new to his music, so I have been catching up and listening back. Damaged Thoughts is one of this year’s albums that will not get the same acclaim and buzz as the most commercial and successful, though it is one that needs to be heard. Even if you know nothing about Sexy Drill or do not think it is your sin, you will definitely be able to connect with Damaged Goods.
I will move to a new interview from XXL Mag. One of the hardest-working artists out there, there are personal reasons why he is pushing so hard. With his father incarcerated and his mother having just beaten cancer, there is this motivation and challenge set of circumstances that means Bay Swag is putting his everything into the music:
“The Queens native, who proudly reps the New York City borough with QGTM (initials for Queens Get The Money) tattooed across his neck, has been preparing for moments like this ever since he started grinding 10 years ago. “You just gotta wait your turn and be patient,” Bay insists. He did just that when “Fisherrr,” a flirty, sexy drill track he collaborated on with Cash Cobain last February, took off in the Big Apple and beyond.
Over 40 million Spotify streams later, a remix with Ice Spice helping bring in 17 million YouTube views, and his lyrics soundtracking social media posts for plenty of baddies across platforms have allowed Bay Swag’s slick-talking lifestyle raps and sticky melodies to fall on more ears. The rising rhymer is part of a rap renaissance in New York City that pushes positivity rather than popping off.
Before he was outside bringing his music to the masses, Bay Swag, born Lloyd McKenzie Jr., was a fun-loving kid who was really outside back in Jamaica, Queens, running around, playing tag and Manhunt with his friends on the block. Music was always heard in his household, where he lived as an only child with his mom, who worked at Geico selling insurance for over 20 years. At 5, thanks to car rides with his dad, little Lloyd was listening to Jay-Z’s hustler mentality through his rhymes. As Bay got older, Juelz Santana and Dipset’s swag drew him into the Harlem rap scene. He also latched onto Trey Songz’s R&B melodies.
By 12, Bay was witnessing the rap lifestyle unfold right before his eyes. His uncle, Windsor “Slow” Lubin, who launched the popular New York clothing line SlowBucks, had a warehouse in Queens for the brand, where rappers, actors and athletes often came through. “They all loved me ’cause I was just ahead of my time,” Bay recalls. “I was fly. So, I’m like, you know what, why not just start making music? I’m around it, so why not take advantage of it?”
He made his first song in a friend’s basement studio. With the help of his father, Lloyd “Bay Lloyd” McKenzie, a former party promoter who worked with artists like A Tribe Called Quest, Junior started hitting the studio consistently. At first, his dad would have the beat and songs already written. “Everything was already ready for me,” shares Bay, who graduated from Benjamin N. Cardozo High School. “All I had to do was show up. So, now when he goes to jail, I don’t have that no more. So, I’m kind of like lost a little bit, you know?” Bay began writing his own bars out of necessity.
For the next few years, the self-described “young OG” was putting in work. In 2017, his father was convicted for allegedly ordering the 2012 hit on law student Brandon Woodward, who was moonlighting as a drug courier. McKenzie Sr. was sentenced to 85 years to life for second-degree murder and operating as a drug trafficker. Bay Swag put his pain into his music. “Daddy got locked ’cause my daddy was trappin’/They tried to say he killed a ni**a in Manhattan/Jury believed the ni**a that was rattin’/I’ma get you out, Pops, swear I ain’t cappin’,” he raps on the 2017 track “Saucin.” “Music is my therapy,” he explains.
By that point, he was locked in on his career. There were local performances, connecting with Diddy’s son King Combs as part of the CYN collective in 2015, Bay’s track “Rumors” getting him some early buzz online in 2016, and his mixtape, Leader of the New School, the same year, earning him a short-lived Interscope Records publishing deal, which all increased his potential. He continued dropping more loosies and connecting with the right people, like rapper-producer Cash Cobain, in 2020. After Bay released his Ahead of My Time project in 2022, a mix of different sounds to see what would stick, the Auto-Tune-drenched “Quagen” did the job. “That brought me back to life,” Bay admits.
Tracks like the emotionally-driven “Therapy” in 2023, and the gold-certified hit “Fisherrr” followed a year later. “Not only is it positive, but we bringing everybody together,” he tells of the latter song’s success. “Good feelings and positive vibes.” To capitalize on the track’s impact, Bay joined Cash as the opening act on Ice Spice’s Y2K! World Tour in the U.S. last summer.
It’s clear Bay Swag has never stopped working—rapping is the only job he’s ever had. There’s a deeper meaning to his motivation. “My dad being incarcerated, and also my mother just beat cancer,” he reveals. “How can I give up? I got people depending on me.” His work ethic is what Deon Douglas, cofounder of Standard Records, noticed when he signed the rapper in 2024. “He sticks to what he’s doing,” says Douglas, who’s also the cofounder of 11AM management, where he helps guide the careers of artists like Lil Tjay. “[Bay Swag] does the work. He keeps getting better, he keeps learning. You always meet him in the studio or a video shoot, at an interview. So immediately, that’s what I appreciated about him”.
I am going to move to Rolling Stone and their interview from earlier in the year around the release of Damaged Thoughts. This incredible talent that is going to be an icon of the future, he spoke about “his friendships with rap legends, and the influence of his incarcerated father on his work”. There are a couple of future U.S. dates booked for Bay Swag. I do wonder if he has plans to come to the U.K. and play soon. Maybe better known in his native U.S., there is a growing fanbase here that would love to see him perform:
“The album’s title track is the most personal, as he raps about his mom’s cancer diagnosis (he tells us that she’s since “beat it”) and rhymes, “Sometimes I be lost in my thoughts with my friends/But it’s not my fault, ‘cause I don’t talk about my problems” over a heartfelt vocal sample. The line is true to life, he admits, telling me, ”Music is therapy. I don’t talk with people [about hard times], so I just rap about it.”
The result is a holistic project that marks him as an artist willing to dig deep. There’s a scene in the upcoming Spike Lee film Highest II Lowest where Denzel Washington, playing a record executive, demands that a posturing artist shed his swagger and be vulnerable. The moment speaks to the throng of rappers who are quick to rap about violence or be braggadocious but won’t always admit the trauma that such bravado conceals. Damaged Thoughts shows Swag never needed that memo. When I ask him how he manages to have the fun he has on the album while going through some of the turmoil he rhymes about, he smiles and says, “I don’t know,” while shaking his head. “A day at a time,” Maria Gracia, a senior marketing director at his label, adds.
He’s wearing a white hockey jersey and designer jeans, though he might be changing for the video shoot in Teaneck, New Jersey, that he’s headed to after our holistic interview. Swaying back and forth in his roller chair, he makes consistent eye contact, and after expressing himself sometimes asks, “You get what I’m tryna say?” in a way that doesn’t feel like a knee-jerk punctuation, but a genuine desire to have a two-way conversation.
Even without his lineage, Bay probably would have won over many of the artists in his vast network. Damaged Thoughts boasts appearances from 42 Dugg, Sheff G, Meek Mill, Quavo, Kyle Ricch, and Young Thug. Bay Swag recorded “Lil Jasmine” with the latter artist before the YSL indictment, and says they have since recorded another song alongside Ty Dolla $ign. He counts Thug as a friend who once offered to pay for his father’s lawyer.
And, of course Bay, Swag gets slizzy alongside Cash Cobain on the smooth “Don’t Care No More” and bouncy “Caicos,” which has a similar island vibe to Cash’s bubbling “Feeeeeeeeel” single. When I ask Bay Swag about the first rap song he fell in love with, he mentions Nas and AZ’s “How Ya Livin’,” saying he loved their back-and-forth rhymes and enjoys emulating that format alongside Cash.
Many were first introduced to Bay Swag’s music when he featured on Cash’s “Fisherrr,” a silky track that helped set off last summer. Bay Swag says he thinks people love the sexy drill movement because people “feel good” listening to it, and it’s danceable without being violent. As I wrote in 2022, it’s an offshoot of drill where listeners can have fun shimmying and mimicking the slithery cadences without worrying about lyrics dissing dead people or other borderline themes. Bay Swag is a notable figure in that shift, entrenching his name in the fabric of New York culture in the same way his father did years ago.
He shows me a promotional clip for the album where he notes, “If [my father] would’ve never went through that, went to jail, had life in prison, I would’ve never had that hustle. I would’ve never had that drive. That made me become the man of the house, at a young age too.” New York City, like so much of America, is plagued by the justice system’s systematic thrusting of parents from homes, sparking changes of fortune that only sometimes lead to triumphs like Bay Swag’s. Hopefully, we can reach a world where more artists can find their greatness without having to prove their resilience amid tumult. But in this one, Bay Swag is yet another example that it’s possible”.
I want to take things back to the start of this year, as Bay Swag was coming off the back of a breakthrough and successful 2024. He spoke with Billboard about the Sexy Drill movement, addressing the violent lyrics associated with Drill, working alongside Ice Spice and Cash Cobain:
“What was it like to see “Fisherrr” all over social media and blow up on TikTok?
We knew it was a fire song, but we didn’t know it was going to be the way it is. I feel like you never know. The songs you think is a hit don’t do nothing, but the songs you least expect [end up being] the one. It’s a blessing seeing all the kids, dancers and influencers dancing to it and having a good time. It really started a whole new dance. Shoutout Reemo. He started that s–t. It’s a whole new wave of music. It’s a whole new energy.
How did the feature with Ice Spice happen? Was it intentional to have a female rapper on the remix?
It just made sense. She’s the Queen of New York. I was super excited. I wanted to hear how she would come on it because that’s not the typical music she be dropping. She did her thing. Shout out Ice Spice.
Over the last year, you’ve been consistently releasing singles and helping spur this sexy drill wave. How are you putting your signature spin on this sound?
I call it being myself — and that’s a problem, too. A lot of people will try to do sexy drill and try to sound like someone, when you can just be yourself and that’ll make a difference. That’s why people will say it all sounds alike.
You’ve also mentioned in past interviews that New York artists are more united. How is it making music in this era of New York?
It’s good vibes. Especially right now, sexy drill is good energy. Even when we’re recording the music, it’s good energy. We’re dancing and we’re just having fun together.
In the past, drill has been criticized for its violent lyrics. How are you, Cash and Chow helping to rewrite that narrative?
We’re talking to the women. We’re telling them how pretty they are and how sexy they are. It’s a big difference. It’s fun. It makes you want to dance. We got the kids, elders, and the women, of course. We are trying to separate ourselves from that. We don’t want violence. We just want good vibes, good energy and good parties”.
Apologies that the timeline and chronology is sort of back-to-front when it comes to interviews! I wanted to lead with the most recent one, as it caught my eye, though there will be a lot more interviews and features next year. One of Vevo’s hot tips for next year, I know that we are going to be talking about Bay Swag for years to come. He is this astonishing talent whose clear determination and vision has turned heads. People talking about him as this unmissable talent. Go and check out Damaged Thoughts and Swiggity. Proof that we have this truly amazing artists in our midst. I do wonder just how far Bay Swag can go…
IN 2026.
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