RoarJMcKay began a promotional campaign highlighting the Fiend Lives Matter project by Rio Da Young OG. Released December 9, 2021 the Fiend Lives Matter mixtape is Rio’s first solo release since being sentenced to five years in prison.
Rio takes a very human and down to earth approach to show the effects that drug use has on all social and economic classes. Going so far as revealing parts of his personal battles with addiction and offering his community motivation not to take steps back into darkness. He talks about the dark thoughts he battles himself and how supportive his team has been.
Da Yung OG does a great job of emphasizing personal determination to achieve a higher standard of living while also giving back to the community. Rio does this not only by displaying it he goes so far as hosting and sponsoring a multitude of Water Crisis Response, Christmas and Thanksgiving Donation drives for the people of Flint, MI. RoarJMcKay was directly effected by the crisis, contracting cancer of the salivary glands taking these causes personally and makes a point of highlighting those making a positive difference in the community.