Officially launching Add Ventures Music in 2015, Chris “Gotti” Lorenzo, Vice President of the iconic Murder Inc Records, had one goal in mind, to help undiscovered artists learn about the mechanics of the music business while also providing them opportunities based solely on their talent. Serving as a digital distribution platform that also provides marketing and promotional services to their members, Chris took AVM on the road in 2016, touring through 30 cities across the U.S. At each stop, AVM set up educational seminars and artist showcases, which yielded hundreds of artists. AVM also hit all of the most prominent local venues in each city, allowing them to get a feel for each market.
While on tour, Chris began taking local artists from each city to the studio and allowing them to showcase their talents and whoever laid the best hooks and verses would be left on the records. Serving as the executive producer, Chris oversaw the formation of the projection which culminated in the form of “Independence.” The 10-track compilation project showcases the best of the previously unheard artists across the country. The album also features Cleveland Cavaliers basketball star Iman Shumpert and rising Chicago rhymer Rico Recklezz, both of whom connected with Chris while in their respective cities. Also featured is AVM’s first member and artist, DC native Boogiie Byrd, who recently signed to Irv Gotti’s newly relaunched Murder Inc Records/300 Ent joint venture.
Now, fresh off of another tour, Lorenzo unveils the first official music video from “Independence” titled “Process.” The clip, which is premiered via VEVO, finds Chris providing the platform for Baltimore natives EJ Warwick, Nefertiitii and T-Zander on the hook. Directed by Kingdom Come Media, the visual finds the trio lamenting about their struggles and going through the process of overcoming the obstacles hurled in their direction.