Al B. Sure was born in Boston, MA in 1968. When he was in grade school his family moved to the New York City suburb, Mount Vernon. This proved to be a good move, providing Sure! with the opportunity to attend the Manhattan Center for the Performing Arts in 1986. Also giving him his first work as a singer on the children's video production, Sesame Place Park at the age of ten.

In High School Sure! was a star football player, but he decided to pursue music instead of a career in football. His start as a music star actually came about through a connection to the rapper Heavy D. His music really took off with his debut album In Effect Mode which was released in 1988. The album became an overnight sensation, going platinum and holding one song in the Top Ten on pop charts and topping R&B charts for weeks afterward. The album set up his reputation that would follow him throughout his career as one of the best of the Jack Swing artists to come out of the ‘80s.

The second album he created was titled Private Times...and the Whole 9. It was released in 1990 and with it came another top R&B hit, "Misunderstanding." He also did a duet with Diana Ross for the album, "No Matter What You Do." At the same time that this album was being produced, Sure! was getting more and more interested in the production side of things.

Sure!'s last album, Sexy Versus was somewhat more explicit than the proceeding albums and did not do as well in the charts. He wanted the album to cover every aspect of love, from shyness to promiscuity, and everything in between. The album even covers the topic of safe sex with the romantic ballad "You and I." After Sexy, Sure! took a hiatus from creating music to do more of the production/writing side of the business, as well as hosting a radio show.