Elijah Heinrichs: The Making of ‘The Den’

The Vision for Houston’s Underground Renaissance 

INTERVIEW BY: EMILY ARAUZA

FEB 17th, 2025

In the ever-evolving world of underground music and multimedia, few names stand out like Wxlf777, also known as Elijah Heinrichs. As the founder of The Den, a powerhouse collective blending underground rap, heavy metal energy, and full-scale media production, he has built more than just a studio—he’s cultivated a movement. From recording artists and directing music videos to live-streaming some of Houston’s most exciting underground events, The Den is redefining the city’s creative landscape.

In this exclusive interview, we dive into Wxlf777’s journey—how the influence of his father, the legendary MC Wickett Crickett, helped shape his path, the inspiration he found in industry disruptors like Kenny Beats, and the relentless drive that turned his vision into reality. As The Den continues to expand, we explore his plans for Houston’s creative future, the lessons he’s learned as a leader, and what it truly means to stay authentic in an industry that often demands otherwise.

This is The Den, the movement behind it, and the mind fueling its rise.

Elijah Heinrichs: “My name is Wxlf777 or Elijah Heinrichs. I am the leader of The Den. We are a multimedia team that started with underground rap songs & heavy metal band vibes. I started The Den with the goat Matt who has been there for every single step of the process. We record artists, create music videos, market, network, and most recently, live stream in our studio and at IRL events. We've recently been live streaming the AMPED events with Redjacket and Nicksillusion!”

Emily Arauza: “That sounds like an impressive operation you’re running with The Den—blending underground rap, heavy metal energy, and a full-scale multimedia approach. Live streaming the AMPED events with Redjacket and Nicksillusion is a strong move as well. I’m curious—when did you start The Den, and what initially sparked the idea? How old were you when you began building this?”

EH: “The Den started in June of 2021 and the main idea came from my Dad MC Wickett Crickett. He was all over the scene and helped carve Houston's creativity. Unfortunately, I never got a chance to share my work with him, as he passed away in 2015 from cancer. While he was still here, I wasn't even interested in creating music or anything of the sort. As time progressed and I indulged myself deeply into the culture and progression of underground rap, I began experimenting with making my own music. From this process, I eventually went deeper and deeper into the behind-the-scenes and began researching anyone who could push me forward in my journey. A giant turning point was learning about Kenny Beats and The Cave. In some of his clips, he stated the importance of having your own creative space to bring artists & creatives to. This changed my perspective on how I wanted to make music, who I wanted to make it with, and how I was going to do that. I began scouring Houston for spots to set up a studio. This included plans to potentially create a space in a backyard. I asked homeowners, about different solidified studio spaces, and even contacted warehouses. Eventually, with the help of Matt we were able to locate the spot for The Den and the rest is history. I was 18 when I began creating music, and by 19 I was already building up The Den with a small team of dedicated individuals. Now I am 23 with more experience in many more fields than I originally predicted.”

EA: “That’s an incredible journey, deeply personal yet driven by a broader vision. It’s powerful that your father, MC Wickett Crickett, played such a foundational role in shaping Houston’s creative scene, even if your passion for music came later. It seems like his influence still resonates through everything you’re building. Now at 23, with The Den fully established and expanding into live streaming and event coverage, how do you see its evolution in the next few years? Do you envision it staying rooted in Houston, or are you looking to scale it beyond the city?”

EH: “Scale is important and there is only so much in Houston. I want to use The Den to heighten the true creative ability of Houston. I already know there's a handful of people out here that need to be represented. I see The Den expanding its roots into Houston for now. I see The Den supporting these future events in the city. Parties, shows charity events, and everything in between. There is scale to be had and I think as The Den goes global and spreads its wings to more opportunity, we will move beyond Houston, and always come back stronger than before. Houston is a giant in-between location for a lot of the integral culture of underground rap. As all the talented creatives head to LA, NYC, etc, I think it is a great opportunity not only for The Den to come back and represent the city but for all creatives as a whole. The ultimate goal is to grow grow grow grow and to let the whole world know that Houston really can stand on its own two feet. I've already seen individuals who go overseas and bring that back here, and I think that is great for the city and for the culture as a whole.”

EA: “Exactly—that’s what I’m trying to do with Houston Next Up. There’s so much talent here that deserves recognition, and building a platform that truly supports and amplifies it is the goal. Who are some of your biggest inspirations, whether in music, business, or creative spaces?”

EH: “I respect your brand and what you're doing. I think you're hitting the nail on the head in capturing the real talent that spun the wheels of the scene and continues to do so. My biggest inspirations off the top of my head are Kenny Beats and XXXTENTACION. I love the work they did for the industry and how they shook up the game. XXX may be controversial, but I think his work on the music/business side is very important. He connected with his fans in a rare way that you do not usually see. He represented his entire true self even despite his mess of a life. He showed his regrets and his deep want to change these things. I can never relate to his life, his actions, or anything of the sort, but you can tell when someone is being them. There's a lot of ego and wanting to appear in the right all the time in these scenes, and I think it is much more cool to be you entirely. Fear and stagnation come in when you doubt yourself and how far you can go, and I would be lying if I said that isn't something I still constantly struggle with. Especially with fewer creatives expressing their full selves in general. There are too many inspirations to name so I will stick with those two and add an honorable mention to my IT teacher back in 2019/2020, Mr.Bobo. He helped me with confidence, becoming IT certified, and pushing forward despite any of the terrible unforeseen pain that may come our way.”

EA: “I appreciate that—thank you for what you said. It means a lot, especially coming from someone who’s actively building something as impactful as The Den. What you said about fear and stagnation stood out. A lot of people get stuck in trying to appear a certain way instead of fully embracing who they are, and that hesitation can hold them back creatively. It’s dope that you recognize that struggle and push past it, even when it’s not easy. With everything you’ve experienced and built so far, what do you want people to learn from you? Whether it’s artists, creatives, or just people watching your journey—what’s the biggest takeaway you hope to leave behind?”

EH: “Be real from the start. Despite anything. Even if it kills you to udder the truth, do it. I've struggled with being taken advantage of and just holding it close to my chest. I've spent nights just sitting and contemplating if I'll say something right or if I am being selfish. Tell your friends and family the truth and stick to it. It took a long time for my mom to finally understand my business-oriented mind and what I was really trying to accomplish. By showing her my actions and expressing how important it was to me, she finally ( on her own time) understood and supported me more than I ever even asked for. I've had disagreements with business partners and friends that stretched for months because I didn't speak up and explain my mind from my perspective. You need to be flexible but firm at the same time. Fill whatever container you find yourself in like water does and be confident! Never become hard-headed or egotistical, but stay confident and secure. Tell your friends when you disagree, tell your parents that it isn't just a hobby, and tell the world why you are here. You can't make everyone understand, but by telling and then following up with showing, it becomes very hard for people to doubt you or tell you how you need to live your life. You’ll get dope opportunities like Nicksillusion putting in hella work just to help us out with the AMPED streams. He saw action and he supported it despite never even needing to.”

EA: “That’s real. Being upfront from the start, even when it’s difficult, is something a lot of people struggle with—especially when it comes to family, business, and friendships. It’s easy to hold things in and overthink whether speaking up is the right move, but at the end of the day, honesty and action are what earn respect. Your story about your mom finally understanding your vision after seeing your dedication is powerful. Sometimes, people need time to process things on their own, but consistency speaks louder than words. I really respect your perspective on being both flexible and firm—filling any space like water while staying grounded in confidence. That balance is rare, especially in creative industries where ego and insecurity can easily take over. And you’re right—when people see real action, they step up and support it, like Nicksillusion did with AMPED.

Looking ahead, what’s something you personally want to work on or evolve within yourself as The Den continues to grow?”

EH: “For me, as Wxlf777 I think it is key I continue to improve my organization and delegation. Even with my close-knit team, it is a journey to fully utilize everyone to their best ability. I also have to account for burnout and unexpected life events. Every day I work on pushing my team harder while maintaining the fun and real purpose of this journey, to evolve and share our authentic selves. Organization is important to me in my personal life and is integral to The Den as we continue making bigger moves and expanding our main team & collective.”

EA: “That makes a lot of sense. As The Den grows, finding that balance between pushing the team to reach their full potential while keeping the creative process enjoyable is huge. Burnout and life’s unpredictability are real factors, and the fact that you’re already mindful of that says a lot about your leadership. Organization and delegation are definitely key, especially when scaling up. The more moving parts there are, the more important it becomes to make sure everyone is in the right place, doing what they do best. When it comes to growing The Den’s reach, what do you see as the next major milestone? Are there any specific goals or projects you’re aiming for in the near future?”

EH: “I can't say too much about our collaborations but I will say you might catch the team in Austin real soon. Some of our next milestones include a 24-hour live stream, song wars, a collab tape with two Den members, the beginning of our Music Video packages for clients, and more IRL events. We are very open to working with Houston creatives, and we plan to keep on supporting those who already have so much on their plate. There's no telling what opportunity will fall into our lap next, but I am excited to keep meeting people and arranging beneficial moves for the parties involved and the scene as whole.”

EA: “That all sounds major, and I’m excited for the team. I’d like to ask though, with The Den expanding and taking on bigger projects, what do you think sets it apart from other creative collectives? What makes The Den unique in the way it operates and impacts the scene?”

EH: “I see The Den as an underdog of sorts. We are always connecting and growing with creatives who have proven they have an idea bigger than what is here and now. I would say that is where The Den falls as well. The idea has always been bigger than what is present in the current moment. We have big ideas, but we have an even larger idea of execution. The Den makes a lot happen with a little and even if we had nothing, we would find a way to progress to the next stage. We never make a move without thinking about the pros and cons and we represent things in an honest light. I am building a great team and I look out for signs of what is effective and ineffective within the internal structure of The Den, but also Houston as a whole. Our ability to evolve, contemplate, and overcome is the core of The Den and there is not anything in this world that can do what we're doing in the exact way that we're doing. We are an inspiration for those who are so far removed from this life despite wanting just a taste. We are a major connecting piece for those with untapped potential and I just don't think anyone else is quite filling that role in the way we are. I hope through our efforts we have a wide-reaching influence that gets people into this world and focused on the important aspects of it. And hopefully there are more like us who invite the common man and woman to chase their desires. Not saying that other collectives don't do these things, I just think The Den is built for it.”

EA: “That’s a powerful mindset, and it’s clear that The Den is filling a much-needed role in Houston’s creative scene. The way you balance ambition with execution and adaptability is what makes movements like yours last. Since The Den is all about connecting with creatives who have untapped potential, what do you look for in the artists and collaborators you work with? What qualities or energy make someone a good fit for The Den?”

EH: “My mindset is huge. It takes a special type of person to even begin to think about doing anything in this field, and it takes an even more special type to pursue consistently. Some of the people that you've interviewed like Melendez or Edtrmade showcase this perfectly. They represent the execution that is necessary to build something of value. In fact, I think they still have so much untapped potential and work that still needs to be done. Respect is also a key indicator of who to work with. Once you're in the life, you start to see how moments of respect come full circle. I have clients that I prioritize and aim to act more as a collaborator rather than a normal vocal engineer due to the high levels of respect that they bring to the spot and the team behind it. Work with people! Pay the money that they need, but don't feel scared to open the door to negotiation or just honesty. Telling someone that you would love to work with them but your budget just isn't there yet may lead to negotiation or even bigger opportunities later! When you operate with a solid mindset, respect, selflessness, and the ability to play a longer game, you will be noticed sooner rather than later. Your emotions are powerful so just make sure you're siphoning that energy into something productive rather than wallowing when things don't go your way.”

EA: “That’s a strong philosophy, and I respect the way you approach both creativity and business. The long game, mutual respect, and emotional discipline really set apart those who build something lasting versus those who burn out. Since you’ve had the chance to work with so many different creatives, what’s one lesson or mindset shift you’ve picked up from someone else in your circle that really stuck with you?”

EH: “One of the biggest lessons actually has to be from Melendez as well. In our interview stream with him, he opened up about his experiences in the industry. The good and the bad. As someone who pushed forward Don't Die so heavily, his advice is worth gold. Don't Die was one of the most important movements in the city. He told us to always keep popping out. Keep getting your face out there, keep showing up at the functions, and you'll never know what could happen. He told us so many instances where he was able to evolve from this simple advice. He told us to keep on going even if you don't feel like it. Ever since then, we've begun IRL live streaming these events, and his advice holds true. We've already met so many cool creatives and humble individuals. The advice was almost a given or obvious, but hearing it again from someone like Melendez really sticks with you, and it is something that the team still internally discusses to this day.”

EA: “That’s real. Sometimes the simplest advice hits the hardest when it comes from someone who’s actually lived it. Showing up, being present, and staying consistent—it sounds obvious, but it really does separate those who make moves from those who just watch. Now that you’ve been applying that advice and seeing results, what’s something you wish more up-and-coming creatives understood about navigating this space?”

EH: “Don't be desperate. People got a lot going on and sometimes you're gonna get ignored or the cold shoulder. Just stay patient and don't take it personal. Always follow up again but don't be nagging people! It's a balancing act but very doable once your feet are wet. Don't spam DMs with self-promotion as well because it makes people feel like you're just their marketing medium and not an actual individual and that will stick. Just be nice and respectful while always supporting yourself and pushing that forward! It's not really a wish, but more of something to take into account when you're brand new to the space. I think if you're serious about pursuing this space you'll find out all the dos and donts pretty quickly if you're observant. Especially if you find other individuals who like to see and understand! Discuss ideas with them and get to the bottom of things. The process you take for improving creativity is the same process that is used with navigating the space and all the interesting opportunities & individuals.” 

EA: “That’s solid advice. It’s easy to get caught up in wanting quick results, but patience, respect, and actually building real connections go a long way. And you’re right—if you’re serious about this, you’ll pick up on the unspoken rules just by being observant and open to learning. Before we wrap this up, do you have any final thoughts or anything you want to leave people with?”

EH: “I love my friends, I love the scene, I love all the creativity and opportunity, and I appreciate those who support The Den in the endless ways they do. I wouldn't be here without community and support and I just hope I can provide that to as many individuals as possible before my time on this earth is up. This has been Wxlf777 with The Den and if you have read this far, thank you, truly.”