Latori Gentrez Williams, a man known to the world as Badd Newz, is more than just a rapper—he’s a storyteller who embodies classic Southern Soul. From the streets of Phenix City, Alabama, he’s carved a path through sports and music to become a celebrated artist, all while navigating the profound losses that shaped his life. His music is a testament to this journey, blending raw emotion with the vibrant sounds of Southern Soul.
We recently caught up with the busy artist to talk about his new hit single, ‘Bandanna Round Her Boots’, and his upcoming role in the new Blockflix TV series, ‘Last Call: Juke Joint Love’ with Miz. Desire Jackson. We also dig deep into his creative process, his inspirations, and how he balances his thriving career with being a devoted father of four. Here is what he had to say.
Thank you very much for chatting with us today. With the new single and your upcoming role in ‘Last Call: Juke Joint Love’, it’s a really exciting time. Looking back, when did you first start making music? Where did it all begin?
“I’ve been passionate about music since growing up in Phenix City, Alabama. I started freestyling and putting my real-life stories into music early on, but my big break came when Southern Soul legend Sir Charles Jones discovered me freestyling on Instagram. He signed me to Southern King Entertainment, and that moment really turned my passion into a career. My biggest inspiration has always been my grandmother, Fannie Mae Williams — I even named my label, Fannie Mae Music Group, in her honour.”
Can you tell us a bit about your new single and what it means to you?
“My latest single, ‘Bandanna Round Her Boots’ featuring Big Mucci and Meechie, has really taken off. It’s not just a song, it’s a whole vibe with its own line dance that’s sweeping through TikTok, trail rides, and dance floors all over the South. It’s become a cultural moment in Southern Soul, and I’m proud of how the fans have embraced it.”
Were there any artists, moments, or experiences that influenced you when writing the release?
“A lot of my inspiration came from working with Sir Charles Jones, who’s been like a mentor to me. His guidance helped me shape my sound, and he pushed me to put even more of my real-life experiences into the music. That’s what makes a song like ‘Bandanna Round Her Boots’ connect — it’s authentic and comes from real Southern Soul culture.”
What was your songwriting process for the release? How did it all come together with Big Mucci and Meechie?
“The process was organic. I started with the concept of celebrating trail ride culture, then linked up with Big Mucci and Meechie, who brought their own flavour and energy. We wanted to make a record that fans could not only listen to but also move to — something with a line dance built right in. The song and the dance came together naturally, and the fans made it bigger than we ever imagined.”
How would you describe the sound on the track? Has there been a change or evolution in style since you first began?
“My sound has always been rooted in raw, soulful vocals and storytelling. With ‘Bandanna Round Her Boots’, I leaned into a high-energy, dance-ready vibe while still keeping that Southern Soul grit. Over time, I think my style has evolved to blend traditional soul with what’s trending in the culture, especially with line dances and viral moments.”
Is there a central message or theme you were trying to convey in your latest release?
“The message is about celebration and unity — bringing people together at the trail rides, the clubs, and family gatherings. The moment that captures that best is the hook, where everybody gets involved. It’s a reminder that music is supposed to make people feel good and move together.”
You’ve had a great career in music already. Who have you collaborated with so far?
“I’ve been blessed to work with some amazing talent — Sir Charles Jones, West Love, Rare Breed, Big Mucci, and Meechie, just to name a few. Each collaboration brought something different, and together we’ve created music that speaks to the culture and the fans.”
What else are you working on outside of music?
“Beyond the music, I’m stepping into acting as well. I’ve got several film credits on Tubi already, and it’s been incredible to bring my energy and presence from the stage to the screen. I see acting as another way to tell stories and connect with people.”
Can you tell us a little about your role in the upcoming web series ‘Last Call: Juke Joint Love’ – how did that come about?
“In the upcoming web series ‘Last Call: Juke Joint Love’ with Miz. Desire Jackson, a Blockflix TV production, I play a character named Stacks. He’s that laid-back, smooth, ladies’ man type — the kind of guy who loves being around women and always keeps the vibe cool. It was a fun role to step into because it let me bring some of my natural charisma to the screen while also exploring a different creative lane. Just like with my music, I wanted to make Stacks real and relatable — and I think people are going to enjoy watching him.”
Looking ahead, what are your aspirations as an artist? Where do you see yourself in the next few years, both musically and personally?
“As an artist, I want to continue to grow the Southern Soul movement and take it worldwide. I see myself headlining major festivals, dropping more albums, and expanding my acting career. Personally, I want to keep being present for my kids and show them that with hard work, you can make your dreams come true.”
What’s next after this single? Do you have any new releases or shows on the horizon, or will you be mostly focused on the series?
“Yes, I’m not slowing down. I’ll be continuing my tour schedule, taking Southern Soul on the road, and connecting with fans city by city. I’m also expanding into the West Coast market — taking this music all the way from the Bay to L.A. by this time next year. On top of that, I’ll be starring in the new web series ‘Last Call: Juke Joint Love’ with Miz. Desire Jackson, a Blockflix TV production. Playing Stacks gave me a chance to bring something new to the screen while still staying true to who I am as an artist.”
What sort of reception have you had to the single? Are there any memorable moments that stand out?
“The reception has been incredible. Seeing the line dance to ‘Bandanna Round Her Boots’ go viral on TikTok and watching whole crowds break out into the dance at trail rides has been unforgettable. That moment when you realise the song has become bigger than you, that’s special.”
How do you balance your career with family life?
“As much as I love the stage, my proudest role is being a father of four. My kids are my motivation — seeing them grow and excel keeps me grounded and inspires me to push harder in my career. Family always comes first, and they’re the reason I keep chasing this dream.”
Is there anything you would like to say to our audience? How can they connect with you and help support you?
“I just want to thank everybody who’s been rocking with me from the start. Y’all are the reason I do this. Keep streaming the music, share the dances, and most importantly, keep showing up and showing love. You can follow me on all social media at [insert his handles], and make sure to join me at the shows—because the best is still yet to come.”
Ultimately, Badd Newz’s journey is a powerful reminder that music can be more than just a career; it can be a source of healing and a way to connect with the world. From his personal triumphs to his professional achievements, he continues to honour his roots and the people who shaped him.
His latest single is a celebration of the Southern Soul community, proving that his sound is not just evolving, but also building a legacy. As he continues to expand his empire, both in music and acting, one thing is certain: Badd Newz is bringing a fresh energy to the scene, and he’s just getting started.
