A listless writer and rapper from South Central LA, "Punch" went from having interest in music but no concrete goals to teaming up with Anthony "Top Dawg" Tiffith and discovering the artists who came to be known as the Black Hippy Crew. As Jay Rock, Kendrick Lamar, Ab-Soul, and ScHoolboy Q began to make waves, Punch underwent trial by fire, learning how to break acts, maneuver out of bad industry deals, and expand the label. In 2017, he steered both Kendrick Lamar and SZA to a breakout year, racking up Grammys, commercial success and critical acclaim, and cementing Top Dawg Entertainment as hip-hop's premier independent label.