Ms. Toi: From Ice Cube’s “You Can Do It” to CEO. The West Coast Star Is Still Movin…
Toikeon Parham, better known to the world as Ms. Toi, didn’t just enter the rap game, she crashed through the front door with a platinum mindset and a voice that demanded attention. First catching fire with the 2000 club anthem “You Can Do It” featuring Ice Cube and Mack 10, Ms. Toi cemented her name in the annals of West Coast hip-hop history. The hit record, featured on the soundtracks for Next Friday and Save the Last Dance, was more than just a party banger, it was a cultural moment. Airplay on BET and major radio stations pushed the track into the mainstream, and Ms. Toi’s verse made damn sure you remembered her name.
Born in Chicago and raised in Inglewood, Ms. Toi’s story is that of reinvention and hustle. After moving to the West Coast at age 11, she graduated from Inglewood High School and quickly caught the hip-hop bug. Her first studio track, “Life Styles of the Rough and Sexy”, was cut with Ronnie DeVoe (of New Edition/BBD fame), thanks to her early industry connections. She later joined the underground group Militia, and her ferocious flow on the “Burn” remix made enough noise to get her noticed by the right ears.
Her big break? That Ice Cube collab. And she didn’t stop there.
Signed to Universal Records, Ms. Toi dropped her debut album That Girl in 2001, lacing the project with appearances from E-40, MC Ren, Nelly, and the St. Lunatics. The album was a confident and hard-hitting introduction to a voice built for both the streets and the stage.
But Ms. Toi didn’t just want to be part of the machine, she wanted to build her own.
In 2013, she founded G.O. Entertainment Inc, her independent label created to push her brand and vision without compromise. Since then, Ms. Toi has kept her foot on the gas, becoming the host of her own online platform, The Lovely Radio Show, now streaming across all platforms and featuring exclusive interviews, music drops, and real talk from an artist who’s lived it.
Her 2020 project, Real in the City (produced by Mike City), made waves, with music featured on the Hulu series Woke and multiple other platforms. That same chemistry led to more collabs like “HBIC Work” (2021) and “Only California”, proving that Ms. Toi knows how to evolve while staying rooted in her truth.
Even major networks haven’t been able to ignore her grind, “Keep Movin’”, produced by Atoas Brown, was featured on the CW’s hit show All American. Whether it’s music, media, or movement, Ms. Toi is everywhere. Hell, she was even in the Inglewood Martin Luther King Parade in 2022, showing love to her city and culture.
“Being independent comes with a lot of work,” she says. “But it’s great to have a team that helps me cover many aspects of the game, especially when it comes to internet presence. I’m still going and standing firm on my square as an independent woman and as a queen in hip-hop, continuing to make a difference in how we are represented.”
Her latest body of work, Crash Out, is a raw and reflective look at survival and success. It’s more than an album, it’s a statement: that Ms. Toi is still a Queen in the rap game, and she’s doing it her way.
The grind leveled up yet again when Ms. Toi officially signed under Come Clean Empire Management, helmed by industry veteran Will Chill Rinehart, who also serves as Senior Music Editor for The Hype Magazine and co-founder of Maverick Global Distribution. Not one to stay in just one lane, Toi now also holds the title of A&R at Maverick Global Distribution, expanding her influence behind the scenes and helping guide the next generation of artists.From platinum plaques to power plays, Ms. Toi’s legacy is still being written, bar for bar, boss move by boss move. She’s not just That Girl… she’s a whole movement.
About The Author
