When you think hip-hop and rap music you're probably picturing girls, expensive cars, jewellery, clubs and perhaps even marijuana.
But one Kiwi rapper could change all of that.
Tom Francis may be the world's fastest-rising rapper, and the hearty Hawke's Bay lad puts it down to hard work and determination.
The 21-year-old made a decision to start rapping last year. He was nervous about it but he must have done something impressive.
Just one year after his rapping debut, his first album, Underestimated, was beating hip-hop legend Drake in the Kiwi iTunes charts.
Having an album in the charts is unbelievable, let along being in the top 10 for more than a week, and he recorded the album in his bedroom with cheap equipment.
Mr Francis' ambition and vision for creating music and a brand saw him take a bold and expensive step across the Pacific, where he booked a recording session at the prestigious Paramount Studios in Los Angeles.
In the past year he's worked with Wiz Khalifa's crew, met the man himself, collaborated with Twista and even partied with P-Diddy.
But if you think the party-boy lifestyle will consume him, you would be mistaken.
Story caught up with the rapper to find out his next moves and how he's planning to keep rising.
Watch the video for the full Story report.
