V!SUAL has a unique approach along with an intense work ethic that has given him an artistic angle not common in the industry. Known for his signature Blue Collar work ethic, his career encompasses his own public relations, promotion, bookings and own music release. He started his rap career in the local battle scene, winning several notable battles. In 2002, he started his own Indie label; Community Service Records. His sound is universal but rooted in the essence of Hip Hop and of the people and the streets of Chicago. His conscience message overshadows the violence and negative stereotypes Chicago has recently been recognized for.