The General Sound Studio — a first-of-its-kind professional mobile recording studio (in a car!) is rolling into The Big Apple! Three up-and-coming artists are riding with The General to record three brand new songs, all leading up to the ultimate break: a spotlight moment at the 2025 MTV VMAs in New York City.
Just like The General gives drivers a break through affordable insurance, the Sound Studio gives emerging artists a break in their careers through mentorship, exposure, and a shot at something bigger. First launched in 2023, the spacious, sleek SUV is outfitted with a professional-grade recording studio, complete with top-of-the-line equipment for multi-track recording and mixing of high-quality songs.
INSIDE THE GENERAL SOUND STUDIO
The SUV is more than just a recording booth on wheels, it’s a creative space where rising talent can experiment, collaborate, and capture their sound and story in real time. Guided by a professional sound engineer, each artist received a recording session that resulted in a mixed and mastered track, exclusive album artwork, and hands-on experience with the recording process.
From laying down vocals to fine-tuning beats, the artists walked away not only with a polished song but also with the confidence and insight to keep pushing their craft forward. Each track tells a story true to the artist’s style, celebrating individuality and their unique journey.
MEET THE ARTISTS
In partnership with Universal Music Group (UMG), The General carefully selected Lil Q, Nevrmind and BlacMass as featured artists and gave them the opportunity to elevate their talent by recording three new tracks in The Sound Studio.
LIL Q
Lil Q is an up-and-coming Memphis musician who blends raw Southern storytelling with modern rap energy, quickly carving out a name as one of the city’s next breakout voices.
“Getting the chance to record with The General Sound Studio in my own city was a life-changing moment. When they first called me about the opportunity, I actually thought the call was fake – it just seemed too good to be true. But stepping into that car to record and now onto the red carpet at the VMAs proves that this big break is not only real, but even bigger than I imagined.”
NEVRMIND
New York-based emerging artist and producer Nevrmind is known for crafting genre-blurring sounds that fuse atmospheric beats with raw, emotional storytelling.
“I started out as a songwriter because I wanted my voice to be heard and to connect with people through music. Now, stepping into the spotlight as an artist, that dream feels even bigger—and this opportunity with The General Sound Studio is helping make it real. They’re giving me a platform to share my story, and that kind of break at this point in my career means everything.”
BLACCMASS
BlaccMass is a rising artist and producer known for dark, bass-heavy soundscapes. In The Sound Studio, he reimagined Lil Q and Nevrmind’s tracks, creating his own remixes and mashups that highlight his signature style..
“Recording in The General Sound Studio truly felt like leveling up — from the high production and set times to even having my own trailer. This opportunity is bigger than I ever imagined, and it honestly feels like my big break. Knowing that they didn’t just consider me, but genuinely wanted me here, has been both humbling and incredibly fun.”
The Audio Engineer
Ace Charisma is an award-winning record producer and audio engineer whose fingerprints can be found on some of today’s biggest hits. A multi-platinum certified producer, Ace has worked with chart-topping artists including GloRilla, Megan Thee Stallion, and Cardi B. In The General Sound Studio, he guided each recording session, helping the artists bring their vision to life with professional polish and industry expertise.
THE ROAD TO THE 2025 MTV “VMAs”
The General Sound Studio doubles down on the belief that giving people a break can make all the difference – in their lives, on the road, and in their careers. For the first time, that also means giving emerging artists their biggest career break yet: showcasing their voices at the 2025 MTV “VMAs.”
From recording inside a mobile studio to getting red-carpet ready, The General Sound Studio isn’t just a moment in the spotlight; it’s a launchpad to the next phase of these artists’ careers.
Fans can catch The General Sound Studio’s artists getting hyped September 7 at the 2025 MTV “VMAs” hosted by LL COOL J and airing on CBS, simulcast on MTV and streaming on Paramount+ at 8 pm ET/5 pm PT, or follow along on TikTok and Instagram @TheGeneralAuto and by using the hashtag #TheGeneralSoundStudio.
Explore The General Sound Studio
Sound Studio Recap
The General Sound Studio made its debut in Nashville, Tennessee back in 2023 when The General partnered with Epic Records to give up-and-coming artists a big break and a chance to make waves in the music industry. Equipped with a sound booth, control room, and expert audio engineer Hilton Wright II—a 6x Billboard #1 award-winner who has worked with stars like Drake and Big Sean—the studio hosted a diverse roster of musicians across genres like rap, hip-hop, rock, and country. Artists such as Reyna Roberts, Kid Culture, Ethan Gander, AG Club, Lex Bratcher, Bodhi Kitt, The Absolutely, Morgan Keller, Mason Caviness, and Anastasia Elliot recorded tracks, received one-on-one mentoring from Epic’s A&Rs, and shared their experiences through vibrant TikTok videos and a dedicated Spotify playlist.
Building on that momentum, The General hosted The Sound Studio Live at Clean Culture Atlanta, featuring Grammy-nominated rapper, Tobe Nwigwe, and Lex Bratcher in an explosive concert with custom staging and live streams across social platforms. This initiative underscored The General’s commitment to supporting emerging talent, with content available on TikTok, YouTube, and more for fans to relive the energy.
