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Straying away from the common term "rapper", Jonathan Lamour whose stage name is J.Lamour invites his listeners to realize that he is not just a lyrical emcee but a poetic storyteller. Incorporating non-fictional accounts of his life into his music, J.Lamour gives individuals who identify with him the opportunity to understand that they too can prosper after a life of struggle.

Born into a family of talented artists and musicians, it is no question as to why J.lamour became the musician that he is today. His father still plays the piano and organ and his mother is a phenomenal singer(her debut album was a best seller within the French and Haitian community). His uncle is also a sound engineer who has worked with the likes of Busta Rhymes, Wyclef, Dr. Dre, and many more.

"Growing up in church man, that’s where I got my logic up..." the opening line of his highly controversial song, "Religion Got Me Trippin' " speaks on the Queens native’s upbringing. While utilizing his singing talent in church on a weekly basis, J. Lamour began to battle his own demons. Feeling like he couldn't reach out to his church family for help, he decided to leave and handle things on his own. In doing so, J. Lamour truly found God as well as himself. Genuinely enticed with the entire concept of rhythm and poetry,(the authentic meaning of "rap"), he was inspired to pursue his passion again.

As a result of this two-year period of constant struggle and defeat, he successfully created his brand, Money Over Redundant Endeavours (M.O.R.E) and released his highly anticipated mixtape, “I WANT M.O.R.E”, to tell his story.

The M.O.R.E movement and brand will gage minds, both young and old to think beyond the negative redundancies that occupy our precious time. The brilliant concept has an ambiguous interpretation. Choosing money over redundant endeavors is not the only focus. This brand allows individuals to reevaluate what type of endeavors they are being redundant with. The whole idea is to zero in on that which is necessary in coordination with channeling positivity to become a habit in our lives.

With minimal promotion and no major label support, his debut project did exceedingly well by captivating the ears of 1900 hip hop lovers within the first month. Many artists seem to release music that digresses from the origin but Lamour falls into the elite category of artists who will teach so many of the younger generation what it means to appreciate the real hip hop genre. In the same breath, this also allows his generation and those that came before him to fall in love with music again.