From the cold, unforgiving Hip-Hop scene that has earned Toronto the title "Screw-Face Capital", Concept Q (born Quincy O’neil McCollin) emerges as a voice to take heed to. Originally from the Jane and Finch area of the city, Concept grew up on the move, always adapting to new environments due to his unstable home situation, and the only constants in his life since childhood have been God, family and music.
From as early as he can remember, he says, Concept has had an expansive understanding of music, thanks to his mother playing all time periods and genres - from Beethoven or Mozart to DeBarge or Smokey Robinson, BB King, Michael Jackson, The Temptations, Al green & James Brown - and this exposure no doubt contributed to Concept's versatility as an artist. Listening to hardcore storyteller emcees like Big L, Nas, DMX and the Notorious B.I.G as a youngster, Concept had not thought to take the love he had for Hip-Hop and and put it into practice for himself until admiring his older brother's work ethic, he says. It was Q's secret mimicking of his brother, Jae (Moc 5ive Entertainment), that caused him to write his own raps in his composition notebooks at the age of 13. Above even his seventh grade year, when he learned to freestyle fluently enough to rip the imaginary mic at lunch time, Concept dubs the move to "M-Ways" section of Brampton as the most crucial point to his musical career. He reminisces on his days with friends DB, Knuckz and Millzzey and Munchy as a source of inspiration, as these young go-getters made it a daily routine to perfect their craft and recording their tracks in DB's basement. From these humble beginnings, Concept was able to develop his own imaginative and precise style of delivery and became confident with the mic and now has no problem expressing himself lyrically. He believes that if it had not been for the time spent recording with his friends from the M-Way block, he would still have been playing soccer or would end up getting caught up in the street life.
For a time, Concept felt the need to prioritize his family over all and prepared himself to be a father and felt he had to take a hiatus from recording. Returning back from the sidelines, Concept gave birth to his brand name "So Serious Cypherz." As explained by Concept, his brand name represents his attitude and infinite passion for music. Concept longs for So Serious Cypherz to be a recognized respected trademark in the music industry. Moving forward his debut mixtape, "Mic Expressionz" which he released September of 2012 was a project he put together on his own. Concept displayed and introduced various techniques and transitional flows in a flavorful manner. It features some of his closet rap partners: Animikee Thotah, General Keemz, Solo Remedy and New Breed. From his first release Concept persistently to continues developing & creating his own style. Concept has worked with some of Toronto's other artists and pioneers, like Producer T-Nyce, SP (Sunset Productions) and Worst Case Entertainment behind the scenes, utilizing his graphic design and art skills under the banner 'Clearcut Graphx'. Having gained some experience with the mixing and mastering of his own tracks, Concept is on a mission to becoming self-reliant, with plans to take up audio engineering and learning how to play various instruments to further strengthen himself in the world of music.