[Video] Carlos “LVitto” O’Briant: Featured Artist Of The Week

Carlos “LVitto” O’Briant is an artist, meritorious lyricist, and CEO, born and raised in Durham, NC, aka “The Bull City.”  He owns a full-service entertainment company called Family Bizness LLC. They provide management, marketing, merchandising, and other lucrative services to aspiring artists. LVitto comes from combining L (Love) and V (Victory).

“I love to win, and you cannot win without love.”

                                                                          – LVitto

Spectacular Magazine learns more about this Bull City native (be sure to scroll down and check out LVitto’s latest video):

SPECTACULAR MAGAZINE (SM): How did you start?

LV: My passion for music was conceived at age 10 when I first saw the “Victory” music video by Biggie Smalls. That was the first video that I’ve ever seen have such a cinematic visual, not to mention, Biggie delivered a captivating performance lyrically. The entire roll-out compelled me to make music. I’ve always been skilled in drawing so creating a visual lyrically was a challenge I could not oppose. The 90s were very inspiring to me. I began listening to artists like Jay-Z, Nas, Tupac, Common, Q-Tip, Busta Rhymes, Bone Thugs N Harmony, and any more. I saved my money and purchased a handheld tape recorder which I took everywhere. My best friend and I use to record in the bathroom, that was our “studio.” .Over time, my skills advanced and I began battling in my neighborhood into my high school years. My nickname was “Los”, that’s short for Carlos. That name quickly changed to “Los Vegas” because I was the youngest kid in cyphers with young adults and managed to steal the spotlight. Because of my advanced delivery and wordplay, the older guys in the neighborhood never let me go to their studio. I can still remember hearing them playing their music down the street and me saying to myself, “I’m way better than them.” Fast forward to now, I’ve recorded two critically acclaimed projects, have music streaming online and the radio, I also have a well-established company that provides management and opportunities for rising artists both locally and beyond. Everything really does happen for a reason.

SM: What is your genre/profession?

LV: My genre primarily is Hip-hop; however, I am very versatile. I’ve worked with and created with incredible artists like Kaze, Swift, J Gunn, Lord Fess, Kronoz Time, Jooselord, 3 AM, Mally Evans, Loverboy Vo, Ethan Taylor, Chyna Vonne, Tanajah, and many more. If you do not know any of the names I just mentioned, I encourage you to research them, they are all dope and each has a different sound which shines more light on my music’s versatility. My entertainment company, Family Bizness LLC, holds a roster of artists ranging from Hip-hop, Spanish-trap, R&B, and Pop. Our goal is to create a lifestyle through music that will reshape future generations to come.

SM: Who are your musical or artistic influences?

LV:  My musical influences are Michael Jackson, Jay-Z, 50 Cent, Eminem, Fabolous, and Lloyd Banks. My artistic influences are Jean-Michel Basquiat, Pablo Picasso, and life. To me, life is the most influential component that fuels my drive, passion, and creativity. I find inspiration from the news, the weather, energy from people, my family, and so much more.

SM: What is your motivation for your art? 

LV: I will always have love and passion for art and music; however, my motivation is the possibility of turning my art into a lifestyle that can change the paradigm of my family’s forecast in history. I’m the oldest of the six children and the first to do a lot of things in my family because of the expectations set for me. I also have a wife and three daughters, so creating a legacy for our future generation is mandatory.

SM: In what ways has your music changed since you first got started?

LV: I try to find growth in all things, including my craft, so challenging myself lyrically was a very fulfilling journey. I picked up new words every day and made sure I repeated them at least five times in different sentences to embed the word in my mind. I also used to write my lyrics which I no longer do. Over the years, my life has become so busy that my only time for creativity is in the studio, so I learned to record entire songs from memory. I like it much better because I’m able to speak from my heart to the mic with my hand being the middleman. My content has evolved tremendously because of various events in my life that shaped me into the artist and man I am today.

SM: Are there any artists that you would like to collaborate with?

LV: Currently, my main focus right now is building the artists in my company so I’m doing a lot of in-house collaborating. However, I’ve always wanted to challenge my lyrical abilities with Jay-Z, Black Thought, Lupe Fiasco, J. Cole, J.I.D., and Kendrick Lamar.

SM: Do you have any upcoming projects, shows, or appearances? What are your next steps?

LV: I’m currently wrapping up my forthcoming project entitled “SOON” set for release on September 19th (9/19/19) of this year. This year, I’m partnering with the Art of Cool Fest and will be performing at The Pinhook on Sept. 28th, along with fellow Bull City artists J. Gunn and G. Yamazama. I just finished a short film production with Modest Films called “RUNNIN!” inspired by my song entitled “Runnin” and shot on the Stagville Plantation right here in Durham. I’m excited to announce that I partnered The Elite Kingz & Dollz of Faith and Gifts with Elegance for a back to school drive that took place on August 3th which was very successful. Expect a lot more community events from me and my company.

 To stay abreast of everything LVitto has going on, follow him on social platforms under the alias “LVitto919” (the same name is used on all social platforms).