EDITOR’S NOTE: A JOURNEY DOCUMENTED
“I first sat down to write J. De Ross’ biography in 2021 under his music name, Lazy Dubb. At the time, we were focused on the grit of the Maryvale streets and the momentum of his music career. Reconnecting with him now for the release of ‘Hustle and a Higher Purpose’ shows a man who hasn’t just grown—he’s evolved. The hustle we documented five years ago has officially met its higher purpose.”
PHOENIX, Ariz. — “You don’t rise from the ashes without first being burned.”
That is the opening salvo of J. De Ross’s powerful new memoir, Hustle and a Higher Purpose: The Phoenix In Me. For the Maryvale-raised emcee, the “burn” wasn’t metaphorical—it was a 14-year-old facing armed robbery charges and a 38-month stint in the federal system.
In recent interviews, De Ross, who is also known as Lazy Dubb for his acting work and music, ranging from West Coast Hip Hop to modern country, has been clear that this book isn’t about glorifying the“gangsta” lifestyle he once portrayed in films. Instead, he describes the text as a “spark” for those still caught in the cycle. “This book doesn’t preach. It plants seeds,” De Ross shared during a recent press stop. “It meets readers where they are and calls them higher.”
The “Pivot” from Maryvale
De Ross’ journey is a case study in the “UBO” ethos of independence. He didn’t just survive childhood leukemia clusters of the ’80s and ’90s and the poverty-stricken streets of West Phoenix; he monetized his survival. From selling “DUBB” jerseys to his fans to landing music licensing deals with NBC and Keeping Up With The Kardashians, DeRoss has mastered the art of the legal hustle.
“I’ve died a thousand deaths, each time reinventing myself brighter, stronger and purer than before.”
– J. De Ross.
But the Deluxe Edition of his memoir goes deeper than the bank account. It explores the “inner work” required to break generational trauma. De Ross notes that his time in prison allowed him to develop a compassion he previously lacked.
“I had to learn how to be humble and thankful,” he admits, a transition that is visible in the more “empathetic tone” of his recent music and his lead performance in the film Narco Valley.
THE DUBB BLUEPRINT – 5 LESSONS ON THE PIVOT
From ‘Hustle and a Higher Purpose’
- Master the ‘Mental’ G.E.D.: Growth isn’t just about the certificate you get in a cell; it’s about the “General Education” of your own soul. You have to be willing to unlearn the survival tactics that no longer serve your success.
- Monetize Your Authenticity: From his “DUBB” clothing line (offering T-shirts, beanies, snapbacks and trucker hats) to his albums and acting roles, De Ross proves that your history is an asset. He demonstrates that your background is never a liability when you frame it with professional discipline and a solid business strategy.
- The Power of the Professional Pivot: Transitioning from the streets to music licensing for major networks requires a shift in focus. Lazy Dubb didn’t just rap; he studied the business of sync and acting to expand his revenue streams.
- Compassion as a Superpower: De Ross highlights that “being dangerous” is easy, but being“humble and thankful” is the real work. Emotional intelligence is what keeps you in the room once the hustle gets you through the door.
- Build Your Own Table: By releasing a Deluxe Edition of his memoir, he maintains ownership of his narrative. He isn’t waiting for a publisher to tell his story; he’s documenting the legacy himself.
The UBO Verdict
With the Deluxe Edition’s added photography and premium layout, Hustle and a Higher Purpose feels less like a book and more like a legacy document. De Ross has successfully transitioned from a man the world deemed “too dangerous” to a creator of his own light.
As a journalist who has tracked his progress since his 2021 EPK, it’s clear: Lazy Dubb may have been the name in the streets of Phoenix, but J. De DeRoss is the man behind the movement.
All The Links
Official Website
Facebook | IG
TikTok
Buy The Book
Direct from Author’s Webste
Barnes and Noble | Amazon
Music Platforms
Spotify | Youtube | TIDAL
Amazon Music | DEEZER
Recent Interview with P.E.G. Podcast where J. De Ross discusses his book, “Hustle and a Higher Purpose.”
