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Spotlight: Young Roc’s “Upp” is a refreshing, contemporary jam

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Much has been said about the diverse array of talent that comprises the Detroit rap scene. There’s an abundance of flows that make finding similar artists very hard to do. One thing that does bring the city together is the overall dedication to providing quality bars that don’t really adventure outside of a traditional type of delivery. Young Roc, a Detroit native who focuses as much on mystique as he does on crafting an original project, is the antithesis to this; he combines rap with R & B in a way that feels culturally relevant in 2017. His last release “Gone Till November” was featured on our site because we loved the refined approach he took to a popular sound. Now he’s back, making older styles fresh with a new type of delivery with his single “Upp.”

“Upp” is a lot of things; atmospheric, silky smooth, and sensual. What it isn’t is a traditional rap song, so if sing-rap deters you than you may want to steer clear. But if you do, you’re missing out on a hell of a record. It’s been on repeat for the last hour because of how smooth it goes down, like ice cream on a summer day.

Check out “Upp” below:

 

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This Week in 4ShoMag Music Videos

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Have you been paying attention to the videos released this week through our official YouTube channel? There’s been a plethora of powerful hits from some of the city’s finest rappers, from AllStar JR to Saucy E. Check out what’s come to the channel this week as well as our pick for the favorite video of the week, below.

Our favorite video this week is:

Prince EB’s “Too Litty” takes an energetic performance and finds away to magnify the hype within. EB is already a charismatic rapper that exudes effort. The video manages to channel that same energy in a way that makes it fiercely magnetic.

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A Look At T-Pain’s Genius Marketing Prowess

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T-Pain may have came into the R & B game as a straightforward singer (with a dash of autotune peppered in, of course), but he’s rapidly involved into one of the most interesting musicians in the game – even if he seldom puts out new music. He just released his new project Everything Must Go (Vol. 1)  with some clever marketing that makes his commitment to being the most idiosyncratic individual in the room clear. He announced the surprise project with a hilarious new commercial filled with the type of cheesy, amateurish aesthetic that makes local car ads so good.

This is far from T-Pain’s first foray into commercial hilarity. Take a look at our five favorite T-Pain marketing gimmicks.

5. Ringleader

After T-Pain’s sophomore album Epiphany, the Tallahassee, FL-native reinvented himself as the leader of R & B and hip-hop’s circus. His third album Thr33 Ringz was dominated by this aesthetic; the road to its release consisted of the concept blasted to the public through singles “Can’t Believe It” and “Chopped And Screwed” in the form of outlandish circus-themed music videos. He’s still continuing with this aesthetic today.

4. Wiscansin University

“I can put you in a log cabin, somewhere out in Wiscansin” were the famous words that transcended T-Pain’s “Can’t Believe It” in 2008. A decade later, the fictional locale has received new life through the singer launching a new website for Wiscansin University to celebrate the arrival of new merch.

3. Navigational Voice Option On Waze

T-Pain doesn’t even have to be promoting anything to be a marketing genius. Sometimes he just helps other people and companies with their products. In 2016, T-Pain was an optional navigational voice for the Waze driving app. Why anyone would actually want to listen to him while driving is beyond me.

2. Rapping wrapping paper (Say that three times fast)

Even during the holidays, you can always count on T-Pain to deliver some heat. Last Christmas, Pain teamed up with Atlanta-based ad agency, Moxie, to create new wrapping paper that utilizes augmented reality. The extended explanation for it can be found here.

  1.  Revealing correct lyrics

https://twitter.com/TPAIN/status/935932415616405504

It’s probably the autotune that has made T-Pain’s lyrics, throughout his career, a little more digestible to swallow on occasions. Two songs that really irked the world’s nerves were “Buy You A Drank” and “All I Do Is Win,” featuring widely debated lyrics for years. T-Pain cleared up the air and explained what was right and was wrong on Twitter last November.

 

 

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Five Of The Best Bay Area Music Videos Of The Week

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Get ready for warm weather and exposed skin. The Bay Area music video scene is unlike no other; you’ll be exposed to sun-drenched locales on much more occasion than regular. We’ve found our five favorite music videos of the week that’ll offer up some distinct Bay flavor to the larger world. Check them out below:

 

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