J. Cannon and Jus Coop are true to their North Carolina roots with varying but similar backgrounds. Their passion for music brought them together and formed their friendship, but their morals, ethics, and beliefs formed their brotherhood, which defines TheFirm.
In 2020 with the right team and resources, TheFirm hit the ground running, ready to uplift, empower, and give the world an undeniable vibe. They focus on the true essence of the culture while delivering Bars, Inspiration & Game.

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