Toronto-based rapper Rochester (aka Juice) is no stranger to big stages and shining lights, having supported a slew of A-list urban music talents on tour - including Chris Brown, Kanye West, Snoop Dogg and Nas - based on the strength of his live concert set. Others in the street fashion scene might recall him being featured in successful national ad campaigns for Nike and Athletes World which further solidified how he earned his nickname. This fall 2016, Rochester gets set to release his forthcoming EP Cowabunga, by far his most anticipated and ambitious release to date.The debut street single “Boost” featuring Hooks, produced by buzzing producer Dzy (Dej Loaf, Kevin Gates, Little Simz, $ha) is a timely, catchy, pro-woman club anthem that wittily dissects how youth can fall victim to false body image norms that are further magnified by social media. Based on street and online buzz and demand, the single has already peaked at number six on Apple Music’s “Hot Up in the Six” chart right below Drake, Torey Lanez and Roy Woods. “Boost is about giving women confidence,” says Rochester. “I got the idea from scrolling through Instagram and seeing all these women who looked flawless in their photos. I really admire people who are dedicated and disciplined enough to stay fit and work hard to keep it that way. But I thought instead of talking about the models that are already established, why not make an ode to the beautiful women who don’t even know how beautiful they really are. The ones who have the potential to be a model (if they wanted) but just need a “boost" of confidence to help them get there.”