Destiny is a term often used to describe someone’s fate, often under the assumption that it has been predetermined. A very mystical concept that requires belief in unknown forces, even the most skeptical would have to agree that sometimes events can be stranger than fiction. With that in mind, you might argue that Toikeon Parham, famously recognized as Hip Hop Artist Ms. Toi, was destined to find success in music thanks to a natural-born talent. However, many are blessed with such gifts, but it takes a certain type of individual like Ms. Toi to manifest them into something special.
A compelling story: Ms. Toi had aspirations to do something creative early in life, but in 1999, she was given a massive opportunity to work with Ice Cube on his single “You Can Do It.” A song that Ms. Toi provides the signature hook for, it became a massive Top-40 hit on the U.S. Billboard Hot 100, putting her in the mainstream scope of vision. Finding her on 2000’s Up in Smoke Tour alongside Ice Cube, Dr. Dre, Snoop Dog, Eminem, and many more, Ms. Toi turned a lot of heads as a strong, talented lady in Hip Hop.
Since that time, releasing a long list of albums, the most inspiring aspect of Ms. Toi’s story is that she has continued to grow as an independent artist and find new ways to get her music to the masses. A seasoned, intelligent individual with an entrepreneurial knack and a sustained passion for music, Ms. Toi recently sat down to chat about her career, what she has learned, plans for new music, and more.
Cryptic Rock – You have been involved in music for nearly three decades now. Finding success along the way, how would you describe your incredible journey in entertainment?
Ms. Toi – My experience through the years has elevated everything from my thinking to my writing to the way I select music, etc. It changed me for the better. I continue to take pride in what I’ve accomplished and what I’m doing currently. Thank you for knowing my history in music. I see you’ve done your research.
Cryptic Rock – You are welcome. What you have accomplished and sustained is very impressive. Looking back, the song “You Can Do It,” featuring you and Ice Cube, was released in late 1999 and became a huge hit. How did the collaboration come to be? Furthermore, was the success exciting, overwhelming, or a mix of everything?
Ms. Toi – In 1999, I was called by K Mac from the Rap group The Comrads to do a hook for Ice Cube. The call would be one I will never forget. K Mac came and got me for this session with Ice Cube in Hollywood. I laid the hook and went on my way. I felt so much gratitude because I was selected out of two other artists to finally get this song out. Two weeks later, I was told it was Ice Cube’s single. Shortly after, I was called to join him on the Up in Smoke Tour. I worked with the producer One Eye on my solo album with Universal soon after. It was still the ’90s, so it was for sure an exciting time.
Cryptic Rock – That is extremely exciting! “You Can Do It” made you much more visible in the mainstream, and, as you stated, you were part of the huge 2000 Up in Smoke Tour alongside many others, including Dr. Dre, Snoop Dog, Eminem, and Ice Cube. That is one heck of a bill. What was the experience like for you, and did it teach you a lot moving forward?
Ms. Toi – The Up in Smoke tour taught me the ropes on touring, having the right music in the setlist, and marketing. Yes, there was definitely knowledge I took with me and utilized for my own production company. The instant replay Ice Cube had, which you saw DJ Crazy Toones mix the show with, was one of my first investments. Working with everyone, including the late great Nate Dogg, also made the tour so special. I was treated very well and still stay in contact with some of the artists from personal contacts and on my show, like Kurupt. I network on a daily basis through social media.
Cryptic Rock – It sounds like it was a very positive experience and a great stepping stone for you. From here, you signed a major record deal with Universal and put out your debut album, That Girl, in November 2001. This album featured collaborations with E-40, Nelly, and MC Ren. It is really a fantastic debut album, but it oddly did not achieve significant mainstream exposure. Was this disappointing for you, considering all the momentum you had going into it?
Ms. Toi – I co-executive-produced That Girl on Universal. September 11th changed the route for everyone, not just me. A paid release put me on my path after the album was released in 2001. I’m thankful none of my hard work as an executive went to waste because, as a talent, I can always make music, but as an executive, I will always know other ways to make money with my music. So on my new path, I was still working with the greats like Battle Cat, Mr. Payback, One Eye, etc., developing my sound. Also, I was doing a lot of features with upcoming artists, networking constantly.
During this time, “You Can Do It” is starting to pay me royalties from SoundExchange. My understanding of life is what will always be for me, so I kept pushing and getting called to do more music by the producers. Later, I was reconnected with Fantom of the Beat, who is also on my first album and single, “Handclap” from That Girl. We’ve been building on our new album as well.
Cryptic Rock – Well, it sounds like in the long run everything worked out well for you, and you seem to have an excellent grasp of things. The redeeming aspect of it all was that, six years later, in 2007, you released your second album, Not Yo Average Chick, which charted and is widely considered a fantastic Hip Hop record. What led to the gap between That Girl and Not Yo Average Chick? Furthermore, during the hiatus, did you ever think your second album might never happen?
Ms. Toi – I knew when I was at Universal doing all the paperwork, hiring the features, doing the splits that I was built to do this, and I wanted to start my own company. Until then, I kept advancing like technology. I went back to school. I worked several jobs until I started making ends meet with my music money. So, during my time working with Mr. Payback, he set up a deal with an independent company to keep things going. We made so much music together, we wanted to get it out there. Not Yo Average Chick did well, then we did a second album together. I traveled to Atlanta, where the label was based, and got to work immediately.
I needed time away from California due to differences I was having in my personal life. The company’s owner tried to hit on me, thinking I was vulnerable and would let my guard down, but he was rejected. I left Atlanta and came back to Cali. That’s when I decided I was definitely starting my own label. In 2013, I landed a role in a Verizon commercial through Digital Dogs agency and DJ Robbie for a Black Friday commercial. I was able to purchase my studio equipment and then start my label, G.O. Entertainment.
I’ve never taken a hiatus from music. I’ve always been involved in several projects simultaneously from the start. Mr. Payback got our song Green like the Green in Dj Pooh’s movie Budz House. Once things got rolling, I started releasing my own albums with my producers. I learned how to record myself because the work was coming in faster than I could book a session. I was taught the Logic program by Mr. Payback. Also, K-Waz helped me with mixing and mastering my songs.
K-Waz is one of my West Coast producers who came out to one of my shows to meet me and work with me. Right away, I loved his production and his ambition. We bonded right away, and we have an artist we are developing currently called Successful Toy. Her song “No Jit Allowed” is out now on my label. J Pad Da Juggernaut, my East Coast producer, was introduced to me late 2015, and we did some work with Emmanuel from Pretty Ricky.
After I released my first two albums from my series, I Am a Warrior, things started making more sense about which route I had to take. Anything I have, I worked for it. Being consistent is my formula for everything I have going on.
Cryptic Rock – What is truly inspiring about your achievements is that you have sustained longevity, a testament to your hard work, releasing a slew of albums over the years into the present. What do you attribute your burning passion to?
Ms. Toi – Sync placements. Just got another one in the new movie Play Dates, it stars Kevin James and Alan Ritchson, before my big move in 2020 to Las Vegas to rebrand the Lovely Radio Show. I got a call from Mike City. A multi-platinum producer, artist, and songwriter to artists such as Sunshine Anderson, Ms. Toi, Brandy, Carl Thomas, and more. Mike City produced two songs on my That Girl album, one featuring E40. The music libraries needed music for shows, series, and commercials, and he needed to know if I was signed to anyone. I told him I have my own label now, I can drop music whenever I want, so that’s when we started making albums specifically for the libraries. He said they always need Female Rap.
I received a call from another great producer I work with, Athoas Brown. We got a placement on All American on the CW network in 2020, which was the number one show in the country at the time. “Real in the City” was released to the libraries, and I also released it on all platforms from my end. The syncs hit left and right. Placements on Hulu’s Woke, Riceboy Sleeps (2022), Oh My God Yes (2025) on Adultswim, Bitchin Rides, and Barnes Bunch (2024), to name a few. “Go Go Get It” is a trending sound currently on TikTok. All songs I’ve released have over 800 million streams. “Go Viral,” produced by K-Waz, is also Gold independently. So I can’t let anything negative stop what’s in front of me; this is a day-to-day experience.
Cryptic Rock – Your positivity and determination are inspiring in themselves. Speaking of new music, you released an album in 2025 and recently released a new single entitled “Elevate Ya” at the start of 2026. A sample of more new music, what can you tell us about your next record?
Ms. Toi – Yes, I released Ms. Toi Presents The Sesh from every artist I’ve had on my platform that shows up for themselves through support networking and marketing. I created a compilation of artists contributing their talents, getting published, and adding to more playlists. We never stop growing. Once the music is released, it creates a new generation of followers and content engagement between our consumers and us. Nobody is waiting to be paid. We are waiting to be paid fairly at this point, and now we have to compete with A.I. I started working on Resilience after The Sesh.
I knew it was time for me to come and shut it down. All the naysayers, all you should have done and could have been, had to hear it from me that I don’t care to do it your way. What God has for me is only for me. The knowledge, the wisdom, and the fortitude to do it my own way is the assignment The Most High has for me. The Lovely Radio Show ™️, G.O Entertainment Inc, My Warriors, My Family in WarriorVille, and the history of the grind and hard work won’t go unnoticed. We say it takes a village, and mine is called WarriorVille.
Cryptic Rock – Your independent thinking is really great to see! Historically, Hip Hop has featured iconic ladies such as Roxanne Shante, MC Lyte, and Queen Latifah. However, much like Rock music, the genre has also been dominated by males. How does it feel to be a woman in Hip Hop music, and do you think there has been progress in more equality?
Ms. Toi – “In the broadcast and streaming industries, a ‘music programmer’ systematically selects and schedules music to suit a specific audience, often using specialized software. “
Systematic programming plays a big role in this industry, just like the history of America. I’ve always been partial to any system that tells you what to listen to, what to wear, and what to eat, etc. We all have a system that works for us, but the money we see in the music industry is nothing compared to what our music makes for the big companies. So much is taken when an artist signs a deal, especially with the streaming services. You’re asking me, was it easy or harder? It got harder to see progress, let alone equality.
Being a woman, a rapper and indigenous I knew the job would not be easy but I took it anyway.
With that being said, I trust my path to take the boys’ club and the girls’ club to make things work. I’ve worked with plenty of men who needed my expertise, just like I’ve needed theirs. I don’t have a problem with letting the right leader lead. Once I contribute to the success, I want what’s mine; that’s where it isn’t always fair.
I continue to give credit where it’s due, and I appreciate the knowledge we share in the Lovely University. Because it also helps new artists understand the different levels: studio equipment, registration for the pros, and distribution. As the VP and A&R director of the West Coast division for Maverick Global Distribution, thanks to Willy Chill Rinehart, my manager, I get a chance to be an example through all my accomplishments. The Lovely Radio Show™️ owner, Host, Label owner, and whatever else is for me, I’m on it. 02/26/2026 Resilience!
Cryptic Rock – And you are leading by example in your actions. Your style has always had a distinctive rawness. This is honestly more intriguing than something more polished, because it feels real. How did you develop your approach?
Ms. Toi – My skills were developed over the years with great production and intentional writing on my behalf. Training over 100 thousand hours now in my own studio, it’s where I get to truly have fun making great music. I read books. I’m reading one of my biggest supporters, Mike Marsbergen’s book, which he wrote and released on Amazon, called Another Life. It’s a bunch of Sci-Fi stories. I’m really into it. I study what I’m reading to enhance my vocabulary when I’m delivering my messages on the tracks. My real life takes me on a roller coaster ride, so I take my listeners along with me.
That point of view that you didn’t know you needed is my superpower.
Cryptic Rock – Fantastic. We all need to work on our craft, whatever it might be, and not be complacent. Beyond your style, another interesting part of your music is your lyrics. As someone who writes all your lyrics, how would you describe the progression of your songwriting?
Ms. Toi – The last five years, I’ve been tested to turn in songs for several series with little information about the shows. When I get the timeframe, return asap along with the era, such as the ’80s or ’90s. I go back to the vinyl, the Dj’s, the fashion, the big dolphin gold earrings to paint a vivid picture. Crediting Mike City as well, who has challenged me with whole albums to turn around in a few days or a week. The results are outstanding. I got a BMF placement. My song “Fresh Af “is in the second season. The small and big wins are celebrated because nobody is at the top forever.
Cryptic Rock – Right and success are unique to each of us. With such an interesting story to tell, you are also going to be putting out a memoir in the near future. What can you tell us about this book?
Ms. Toi – You can expect the raw, uncut parts of my life where things go from terrible to wonderful. The way I had to motivate myself to keep going, and some things I may not have shared in my interviews for sure. I plan to write more in the future. I just want my first book to say what I’ve always wanted to say unapologetically.
Cryptic Rock – It will be interesting to read it! As someone who has experienced the highs and lows of the music business, what do you think are some of the most important things you have learned?
Ms. Toi – I’ve learned to stay grounded. The minute things get too overwhelming, I spend time with my family. I come from a huge family, and real life is happening. I want to be helpful where I can. I’m very close with my Mom, Michelle Vavasseur, and my Pops; they both share so much knowledge with me and the rest of us. I wouldn’t miss it for the world.
When I’m back in my GoLab (my studio), I have a clean slate and new ideas that come automatically. It’s such an organic routine that it never feels like work. And that’s the part I appreciate more than anything.
Cryptic Rock – Life is about balance, and it seems you are seeking to get the balance right—last question. Cryptic Rock covers movies as well as music, particularly in the Horror/Sci-Fi genre. If you are a fan of either genre, do you have any favorite films?
Ms. Toi – I considered a plethora of movies, but the one that’s more recent Horror and Sci-Fi is Sinners (2025). The soundtrack alone won 5-6 Grammys in 2025. I’m sure it will win more awards and nominations in 2026, besides the Golden Globe Awards. I just loved the story, the music, the fashion, and the history lessons in music and Hip Hop culture. Ryan Coogler and Michael B Jordan are a great team.
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