If your morning playlist is getting tired and repetitive, switch it up with a promising new hip-hop artist out of Chicago. I was surprised this track missed my attention yesterday, but “Never Lose,” produced by fellow Chicagoan Thelonious Martin, is one song that’s better late than never.

With pitch-distorted sampling reminiscent of America’s most loved and hated Chicago MC (“Hey yo Rockie, Imma let you finish, but…), Rockie Fresh sounds like a natural addition to the G.O.O.D. music collective. After the intro, the song takes a sudden, albeit awkward, dive into an organ-laced boom-bap session that will catch the ears of hip-hop purists.

Rockie Fresh doesn’t have a debut album to his name…yet. With four well-received mixtapes under his belt and the nods of industry leaders like Rick Ross and Big Sean, it’s only a matter of time before we see the first LP. He might be a flash in the pan or he could be the real deal. Only time will tell, but for now, “Never Lose” has our attention.

Butter your toast, grab your coffee mug and turn this track up. Just try not to break the repeat button.

Check out more of Rockie Fresh’s music, including his latest mixtape “Driving 88″ on his official website. Make sure you give a listen to the title track, featuring Odd Future accomplice Casey Veggies. Smooth is an understatement.

[via Earmilk]