Diggy launched own hip-hop career

Courtesy Atlantic Records

Diggy Simmons is the son of Joseph "Rev. Run" Simmons of Run-D.M.C, and nephew of rap mogul Russell Simmons.

Daniel Simmons III was born into hip-hop royalty.

The 16-year-old's father is Joseph "Rev. Run" Simmons of the Rock and Roll Hall of Fame inductee group Run-D.M.C. His uncle is rap mogul Russell Simmons, the co-founder of Def Jam Records and the Phat Farm clothing line.

But despite a lineage that would seem to guarantee him a seat in the game, when Simmons decided to launch a music career at the tender age of 14, he deliberately avoided trading on his famous family name.

"The first (mixtape) I didn't ask for any help. I didn't tell anybody that I was even putting out a mixtape,' says Simmons, better known by his stage name Diggy, of 2009's appropriately titled The First Flight. "My parents knew I could rap. Everybody in my family did. But they didn't know I was going to go ahead and put out a mixtape. It was shocking to them, plus the world."

The shock is still reverberating, as Diggy stands poised to become hip-hop's next big thing. His major label debut is due this winter and already the first single, the Pop & Oak-produced "Copy, Paste," has become a smash on BET's "106 & Park."

Now Diggy, who was featured earlier this year as part of XXL Magazine's "Freshman Class" of rising artists, has joined The Scream Tour: The Next Generation. The showcase for young acts also includes Diggy collaborators Mindless Behavior ("Mrs. Right") and Jacob Latimore ("Like 'Em All"), vocal quartet Hamilton Park ("Thing Called Us"), and the all-girl trio OMG Girlz ("Gucci This, Gucci That"), which features its own second-generation performer in the form of rapper T.I.'s stepdaughter, Zonnique Pullins.

The Scream Tour plays at Southaven's DeSoto Civic Center Saturday night.

Earlier in the day, Diggy will be appearing at the Hickory Ridge Mall from 2 to 4 p.m. at the Heal the Hood Foundation's "Super Hero Anti-Bullying Campaign" event. Part of a nationwide campaign in partnership with Cartoon Network and Facebook, the event will feature free performances by The Lil Walker Boyz, D'voted, Iyse Gibson, Jabria Randle, Lenora Mathis and the Subculture Royalty Dance Company, as well as prize giveaways and awareness sessions.

Also Saturday, Diggy plans to visit St. Jude Children’s Research Hospital.

Though he may not have used his family connections, Diggy did already have a fan base of sorts through his appearance on the family's MTV reality show "Run's House." The 2005-2009 show, which barely hinted at Diggy's musical proclivities, depicted life in the Simmons household that included Diggy's parents and six siblings.

"People think that growing up the way I did was so crazy, luxury kind of thing," says Diggy. "It's just my life and how I've grown up. It's the same thing as asking a kid from Louisiana what was it like growing up. It's just normal, even though it's not normal because my dad is who he is and my uncle is who he is and I have my last name."

So when Diggy posted his mixtape, featuring his takes on songs by Nas and Asher Roth, on his personal blog, he was able to attract an astounding 100,000 downloads. That caught the attention of Atlantic Records, who signed the budding artist to a deal on his 15th birthday.

Rather than jump right into making a record, Diggy wisely chose to release two more mixtapes, 2010's Airborne and Pasts Presents Future, to develop his sound more completely.

"The mixtapes made me find my niche," says Diggy. 'But when the record comes out, you're going to hear better quality, better everything. Lyrically, my content, production, my experiences, everything is just at a whole different tier."

While he awaits the release of the record, Diggy is honing his stage show, engaging in various charity efforts, and, taking a cue from his uncle, starting his own clothing line, Chivalrous Culture.

But lest anyone mistake him for his more famous family members, the home-schooled Diggy still revels in some of the everyday joys of being a teenager.

"We started the tour today in Augusta," he says from a recent tour stop. "As soon as I got here, I got into my room and knocked out a test. And after the test I went to Chick-fil-A. Chick-fil-A is my favorite. Every time I'm down South, I'm there like every day even thought it's probably horrible for my arteries."

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The Scream Tour: The Next Generation

With Diggy, Mindless Behavior, Jacob Latimore, Hamilton Park, OMG Girlz and special guest New Boyz. 7 p.m. Saturday at DeSoto Civic Center, 4560 Venture Dr., Southaven, Miss. Tickets: $39.50, available at the box office, by phone at (662) 470-2131 and through Ticketmaster. For more information, visit desotociviccenter.com.

Heal the Hood Foundation's "Super Hero Anti-Bullying Campaign"

Saturday from 2 to 4 p.m. at Hickory Ridge Mall at Winchester Road and Hickory Hill. Diggy will make an appearance, along with performances by The Lil Walker Boyz, D'voted, Iyse Gibson, Jabria Randle, Lenora Mathis and the Subculture Royalty Dance Company as well as prize giveaways and awareness sessions. For more information, visit hthmemphis.org.

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