The Philadelphia hip-hop artist, 30, was targeted for his jewelry while he was eating at the South L.A. restaurant, police said.

The gunman who killed PnB Rock at the Roscoe’s House of Chicken & Waffles restaurant in South Los Angeles demanded jewelry and other valuables before getting into a struggle with the rapper and opening fire, Los Angeles Police Chief Michel Moore said Tuesday.

Moore said the Monday attack occurred soon after the rapper was tagged online as being at the restaurant, and police are investigating whether that is what prompted the attack.

Rock, 30, whose real name was Rakim Allen, had been at the restaurant with his girlfriend, who had posted a location-tagged photo in a since-deleted Instagram post.

Philadelphia rapper PnB Rock was fatally shot at a Roscoe’s Chicken & Waffles on Tuesday during a robbery. The hip-hop world paid tribute.

He “was with his family — with his girlfriend or some kind of friend of his — and as they’re there, enjoying a simple meal, [he] was brutally attacked by an individual who apparently [came] to the location after a social media posting,” Moore said.

Police Capt. Kelly Muniz said a suspect brandished a firearm in the restaurant and demanded items from the victim. Sources told The Times that Rock was targeted for his jewelry.

Rock was shot almost immediately by the assailant during the robbery, Muniz said.

“He shot the victim and ran out the side door to a getaway car and then fled the parking lot,” she said.

Muniz said the victim was taken to a hospital and pronounced dead at 1:59 p.m.

According to a law enforcement source, Los Angeles Police Department investigators are examining security video from inside the restaurant to identify the shooter. They also are checking surrounding businesses to see whether security systems captured any images of the assailant leaving on foot or in a vehicle.

Investigators were processing evidence Monday night, Muniz said. She declined to comment on what was recovered.

Rock was born Dec. 9, 1991, in Philadelphia. He told Paper magazine he was inspired to make music at age 19 after hearing Drake’s decade-defining album “Take Care.”

Rock’s ability to blend melodies with his rapping made him a natural fit for hip-hop’s next evolution. He gained national prominence with the 2015 single “Fleek,” turning the viral Vine video into an anthem for women doing up their appearance across the country. He went on to collaborate with a bevy of artists, including Ed Sheeran and Chance the Rapper on “Cross Me.”

Los Angeles police are investigating whether the fatal shooting was linked to an Instagram post showing his location.

One of his biggest moments came alongside Atlanta rapper YFN Lucci, when the two joined forces in 2016 for the victorious anthem “Everyday We Lit.” The song peaked at No. 33 on the Billboard Hot 100, the highest-charting song for either artist.

“It’s like, what do you label yourself, when you still infuse rap into your s—?” he told Paper Magazine in 2017. “People can’t say I’m a rapper, but I don’t feel like I’m a singer either. I’m not hitting super high notes and going crazy. I can’t give you Chris Brown singing. I just got good melodies.”

“Selfish” peaked at No. 51 on the Billboard Hot 100. Rock released his latest song, “Luv Me Again,” on Sept. 2.

Roscoe’s issued a statement Monday expressing shock over the killing in its restaurant.

“We are deeply saddened by the death of Rakim Hasheem Allen, (also known as PnB Rock), an incredible artist in Los Angeles and everywhere,” the chain said in a post on Instagram.

“His passing represents an enormous loss to each and every one of us. Our most heartfelt condolences, thoughts, and prayers go to the Allen family at this difficult time. The safety of our employees and guests are our utmost priority. We have and will continue to keep our place of business as safe as possible.”

The South L.A. location of the famed chain is an essential restaurant for those in the area, but it was desolate in the aftermath of violence.

Rock’s death comes as authorities say they are up against a rising trend of “follow home” robberies and other violent incidents.

In February 2020, Brooklyn rapper Pop Smoke, whose real name was Bashar Barakah Jackson, was killed during a home invasion in the Hollywood Hills.

Authorities believe social media posts, including one of a black gift bag tagged with his address, led the assailants to his location.

The LAPD’s Southeast Community Police Station, which covers the area where Monday’s shooting occurred, has seen 34 homicides this year through Sept. 3, compared with 35 over the same period last year.

L.A. detectives have alerted pawn shops about items stolen during the shooting at Roscoe’s House of Chicken & Waffles in hopes of finding the killer.

The statistics also noted a 25.2% increase in robberies during that period, from 373 to 467.

Rock spoke about prior robbery attempts in Los Angeles during a Sept. 2 episode of the podcast “Off the Record with DJ Akademiks.”

The rapper said he was out with his girlfriend and daughter on Fairfax Avenue “mid-pandemic” when people tried to rob him.

“Where I’m from, we like sneaky criminals,” Rock said. “In L.A. … they bold.”

Rock and the host spoke about how robberies targeting rappers seemed to be becoming more common.

In the wake of PnB Rock’s killing, Ice-T tweets, ‘Why test the streets.’ L.A. rappers, he explains, have reasons why they don’t wear a lot of jewelry.

“I never got robbed, ever in my life,” Rock said. “I ain’t gonna say never because I don’t like saying never. I’m not superstitious, but I haven’t been robbed.”

“That’s why I feel like L.A.’s spooky, man,” Akademiks said. “It’s just so bold. I’m seeing mad videos, like they don’t even do it at night. Like night maybe, but broad daylight, that’s when they really do it.”

Rock said that after his oldest brother was killed, he changed — becoming more on edge and conscious of how suddenly a situation could turn deadly.

“It’s just been something in me that just let me know, like this s— real life,” Rock said. “I done seen people die. I done been around people that died…. Anybody can die.”

Wakko the Kidd and his sound engineer were shot in a robbery after a recording session on Sept. 1, according to the LAPD.

Some community activists expressed shock over the killing.

“I want to see the community heal. There has to be a more comprehensive strategy to make it clear that taking material items like an expensive watch is not worth more than a life,” said Skipp Townsend, a longtime gang interventionist in L.A.

He said the gunman could have killed so many people in the lunch crowd.

“This happened while he was actually dining, and that is truly tragic,” Townsend said. “Arrests don’t stop the violence. Arrests don’t bring closure to families. We need to do a long-term strategy that prevents someone considering such acts.”

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Richard Winton is an investigative crime writer for the Los Angeles Times and part of the team that won the Pulitzer Prize for public service in 2011. Known as @lacrimes on Twitter, during almost 30 years at The Times he also has been part of the breaking news staff that won Pulitzers in 1998, 2004 and 2016.

Kenan Draughorne is a reporter at the Los Angeles Times and was a member of the 2021-22 Los Angeles Times Fellowship class. When he’s not writing a story, you can find him skating across Dockweiler Beach, playing the drums or furiously updating his Spotify playlists.

Gregory Yee is a reporter for the Los Angeles Times. Before joining the newsroom in 2021, he spent five years covering criminal justice and breaking news for the Post and Courier in Charleston, S.C. He is a native Southern Californian and graduated from UC Irvine in 2012 with a degree in journalism and Spanish literature.

Noah Goldberg covers breaking news for the Los Angeles Times. He worked previously in New York City as the Brooklyn courts reporter for the New York Daily News, covering major criminal trials as well as working on enterprise stories. Before that, he was the criminal justice reporter for the Brooklyn Eagle.