In hip hop, youth dictates the climate of both culture and business. That’s why it's really no surprise that veteran music industry honcho Sylvia Rhone has handpicked Casey Veggies to be the premiere hip hop artist on her new label, Vested In Culture (VIC).

The 19 year old L.A. MC has been on the rise since signing to Jay-Z’s Roc Nation management company last summer and releasing his Life Changes mixtape on January 22nd.  Veggies, a former member of Odd Future, has also branched out into urban apparel, partnering with Joshton Peas and Anwar Carrots for the clothing brand, Peas & Carrots International.

Under the guidance of Sylvia Rhone who has helped craft the careers of artists like Lil Wayne, Stevie Wonder, Fabolous, Missy Elliott and Erykah Badu, Young Veggies should fair well as he prepares to release his debut album later this year. Not to mention that Rhone’s VIC imprint is a joint venture with Epic Records, a label that is currently overseen by another seasoned vet, Antonio “L.A.” Reid.

Joining a roster of other promising young artists including Latin pop sensation Kat Dahlia, Casey Veggies seems to be in prime position to sprout. If anyone can convince hip hop fans that Veggies is good for them its Sylvia Rhone.

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(Photos from left:  Fernando Leon/PictureGroup, Promotional)