The Year of The Rollout Return
Written By: Ebonee Bailey
Being a figure who works within the realm of public relations in the arts, it has been a complete thrill to see some of my favorite music artists using cultural relevance, demographic research, and aesthetics to create and market musical bodies of work—not just putting out songs. Let me take the time to give these artists their flowers.
Latto - Sunday Service
“Do you rap or do you tweet? Cause I can’t tell, get in the booth bitch” Clayton County’s Latto may have just dropped her biggest single and visual yet. After dropping a viral song snippet last month on Instagram with the caption “Smile if you made a mill this weekend,” fans and listeners have been scrambling to get the full taste. We finally got the full video on Feb. 9 and we were taken away with her visuals. Reenacting the iconic fluorescent opening scene of Belly, excellent bird’s eye camera work, and cameos of rappers Anycia and KARRAHBOOO. Also, can we get into the fashion pieces from the video? A Louis Vuitton fit from Pharell Williams’ Western collection, a custom Pan African Bomber from Clayton County’s Nigerian-American designer BY HOLLYANDROO, and her personal Hermes Birkin collection (11 bags of various sizes). Latto also cleared the air that this was not a diss track nor a song to pay homage to the female rap game. She was just clearly popping her sh*t.
Beyonce - RENAISSANCE II (Texas Hold Em and 16 Carriages)
A $30 million Verizon commercial
Cover of Harper's Bazaar and Essence Magazine
Double track drop right after the Superbowl
Introduction of hair care line Cecred and a grant that goes to black-owned cosmetology classes and salon owners
“Going so hard, gotta choose myself. Underpaid and overwhelmed”. Whew, that Creole lady has done it once again. We were all wondering how she was going to be able to top Act I … and just like the commercial, she told us, “bet I can.” With Act II, Bey is re-revolutionizing the country genre and reclaiming its cultural southern Black roots. Texas Hold Em’ is a fun, nostalgic country track that has fans ready to grab some whiskey and scramble to create a new and improved line dance. 16 Carriages is a more somber track that speaks to the younger Bey, who was forced to grow up past her childhood due to her increasing fame. I hope y’all got your tour ticket money on standby because she is about to make more history.
ScHoolboy Q - BLUE LIPS
“I ain’t never met God, but I bet He know me.” After ScHoolboy Q’s third album CrasH Talk received less than satisfactory reviews, Q took about five years off to regroup his mind, body, and sound. Well, he’s off the golf course and back in the booth with an album everyone knows will be a banger. He’s already dropped the merch, vinyl/CDs, and tour dates. He’s teased a collaboration with PG County’s Rico Nasty. And, he’s dropped the visuals for leading singles Blueslides, Cooties, Love Birds, Back n Love, and Yeern 101. We are more than ready to see ScHoolboy Q’s musical return.