Detroit’s Diamond: Icewear Vezzo Builds an Empire While Staying True to His Roots

Detroit’s Diamond: Icewear Vezzo Builds an Empire While Staying True to His Roots

It’s rare to find an artist who's deeply respected for their music, successful in business, and genuinely connected to their community. Detroit's Icewear Vezzo is exactly that kind of artist. He proves what happens when raw talent meets smart business moves and a real commitment to lifting up his hometown.

Despite his growing recognition, Vezzo remains humble. "I'm still making that change," he says about transitioning from underground to mainstream success. "I'm still in the process." He recognizes how far he’s come, but his eyes stay fixed on what's next.

What truly sets Vezzo apart is his unwavering drive. "I'm still hungry overall," he shares. "I have things to do and people to take care of. My passion for creating more and more every year is getting stronger and stronger. I'm still hungry for the entire world to hear Vezzo." Unlike others who might relax after making it big, his ambition only grows stronger.

When discussing his influence on Detroit’s music scene, Vezzo keeps it real: "I'm on the 'IN' so it's hard to see from the 'OUT'. I would like to think it's appreciated, but sometimes what we think, what we want, and what we like don't align with what others perceive or appreciate." This honesty shows he’s more focused on authenticity than validation.

Vezzo’s deep pride in Detroit fuels his mission to showcase its talent. "The world needs to know how dope Detroit is," he insists. "The entire globe, every city. Although Motown collapsed, the community, the music, the artistry, and the talent never stopped growing." He sees himself as bridging Detroit’s legendary past with its promising future.

Beyond music, Vezzo has built an impressive business portfolio — from Vezzo Hotz chips and Iced Up Records to Fresh & Pressed Juice Bar and various cannabis brands. Asked about the inspiration behind these ventures, he simply replies, "The future." His forward-thinking approach creates stability beyond the unpredictable music industry.

But Vezzo’s impact isn't just financial. He's deeply involved in community initiatives like back-to-school events, free transportation around Detroit’s 6 Mile, and holiday charity drives. His motivation comes from observing missed opportunities: "I saw others who had the power to change this city, or at least put the city on a different path — and they didn't. So, I made a promise that I would do everything they didn't do."

The key lesson from Vezzo's journey? Stay true to yourself. "Believe in your sound and trust your gut," he advises. "When you know your fanbase, you know your fanbase… when you know your sound, you know your sound. Don't rely on anyone to see your vision through; ultimately it's on you. Because I believe our career is a reflection of our work ethic."

Returning to independence after his recent label deal, Vezzo stays optimistic: "I didn't choose this; it was the hand I was dealt, and like anything else, I'm going to make the best out of the card God handed me."

Looking toward 2025, fans can expect relentless music from Vezzo, who confidently states, "I AM NOT STOPPING." Upcoming collaborations with legends like Fabolous, Pusha T, and Warren G further solidify his respect within hip-hop.

Currently, amidst his busy life, Vezzo prioritizes Fresh & Pressed Juice Bar, proudly highlighting his wife's leadership: "I'm morally focused on Fresh and Pressed Juice Bar. I want it to be known she is the owner; I'm the investor, and she's overly successful with this."

As Vezzo’s latest project Undefeated gains momentum, it's clear he's an artist refusing to be boxed in. Music, entrepreneurship, and community activism aren’t separate roles — they're all essential parts of Icewear Vezzo’s vision to represent Detroit and leave a lasting impact far beyond music.

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Credits
Artist : Icewear Vezzo

Photographer: @Bytunde Williams Peters

Assistant Photographer: @Jubistudios Jubril Oyedeji

Creative Direction: @Bytunde Williams Peters

Stylist: @StyledByGlo_2 Gloria Johnson 

Assistant Stylist: @pilimalawa Pili Malawa

BTS Photo & Video: @Shotbygk Chukwudi Ibe  @yb_captures  / Yuriy Baranov

Interview: @sitacita1 Sita Kone

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