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On a 95-degree day in late July, Channel Tres shows up on Zoom from his place is Los Angeles’ Silver Lake neighborhood wearing a tank top and intermittently drinking from a large water bottle.

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It’s been a few weeks since the artist released his debut album, Head Rush, 17 tracks that package myriad elements of Tres’ psyche — “my love life, dealing with loss, dealing with the transition when my dreams become reality” — into a sophisticated, swaggy amalgamation of hip-hop, R&B and electronic music that tracks his rise from his native Compton to big tours and big festival stages.

“Now I’m somebody people will recognize sometimes,” he says. “I’m not just a bedroom musician anymore. I’m doing things. It was like, ‘I have all these things going on, and I only have this one brain to process it. That was the meaning of the title, Head Rush. It was something that could be euphoric, but it’s also something that can be a headache.”

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This characteristic depth is balanced by a lot of output that’s just purely danceable. This fall, Tres will go on a 15-date tour with Kaytanada for shows he predicts will be “the biggest dance parties of the year.” He’s also currently working on dance music that he’s testing out at DJ sets and afterhours. And the reach is real: When he recently went back to Compton to hang out on the set of Kenrick Lamar’s “Not LIke Us” video, he says “a lot of people came up to me like, ‘Yo man, we love what you’re doing. We’ve gotten into house music.’ I would never think going back home that I’d hear this from people. Stuff like that inspires me.”

Ahead of his performance at HARD Summer in Los Angeles this weekend, Tres talks about what he’s done, what he still wants to achieve and the times he’s just been able to enjoy the moment.

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It’s been a month since your album came out. What has this time been like for you?

The first two weeks were like hell, because I was reading everything. I would search my name on Twitter and read everything; I was reading Reddit, just engulfing myself in the positive and negative feedback. It was a lot for me, but I felt like it was important to get both sides of criticism, just because I want to teach myself how to take whatever it is and be okay with it.

That sounds intense.

I didn’t want to feed into all the positive feedback and fill my head up with all positive things, thinking I’m the shit when I still have things to work on. Then I wanted to also look at the negatives so I could build strength to have thicker skin so it won’t affect me as much. Because the more you get into this, you realize it’s just going to be all types of comments coming at you. I always safeguarded myself from that, but this time, I was like, “No, I’m going to engage.”

Then after that two weeks, I stopped. I was like, “Okay, cool. I’m going to go back to therapy, and instead of bi-weekly make it once a week.” [Laughs.] Then I just got really excited about the future. I was like, “Wow, I really put a chapter of my life into 17 songs and released it, and it feels so good.” I’m excited to take what I learned from this process to inform the next body of work.

Were able to shake off the best and worst things you read about yourself?

Yeah. I learned how to be like, “This is how I feel. I know what I was saying right here. I know how I freaked the production right here and what that means to me as a producer.” After it was all said and done, I was like, “Oh, I’m only in competition with me.” I get to do something I’m passionate about, and it serves me, and it serves my creative juices and the the child in me, but it also pays the bills. So wow, look at the life that I get to live.

You mentioned being recognized and having your profile rise. The last time you spoke with Billboard, in 2023, you said were “ready for big s–t… ready for the big stage type of energy.” Do you feel like you’ve achieved that with this album?

No, I don’t feel like I’ve achieved that. But I feel like I achieved what this album was supposed to achieve for me. I didn’t get to where I want to go with this album, but I’m thankful I did it, because there’s more stories to be told, and I want to leave a trail of [output.] Whenever that moment comes, cool. I feel successful already, but I know there’s places I want to go.

What places are those?

I still want to play Glastonbury. I still want to headline Coachella. There are certain things that I want automatic, like I want to get Tonight Show automatically. I want more excitement behind things I’m doing, but I’m not in a rush for that. I know those things come with the more work I put in.

Have there been moments when you’ve felt like you were getting exactly what you wanted or dreamed of?

I had an album release party for my project and Thundercat showed up, Ty Dolla $ign showed up, Kaytranada showed up, Estelle, Ravyn Lenae. I was wondering if they’re all going to show up. I was like, “Let me just go for the fans and give this body of work the appreciation it needs.” Then everybody showed up. We all listened to the album, then afterwards, everybody I mentioned came on stage, and I was able to play my favorite songs with them and vibe with the crowd. I was so full of love. I was like, “This is what it is. It’s about community.”

These are people I’ve looked up to since like, 2010, and now some of them I can call friends and collaborators. And my mom was there, my aunt, my grandma came. Everything clicked. At that point, nothing mattered — like the successes I want, or my personal ambitions. For my cousins or other people from L.A. that knew me before to see where I’ve gotten to now, that brought a lot of gratitude.

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Maybe this is an unfair question since you just released your album, but are you working on music right now?

I’ve already been working on new music. I’ve been finding new sounds. With Head Rush, I needed to rap more and incorporate some of my hip-hop roots and R&B roots. It’s an electronic album, but it’s not the dance album I wanted to make. It’s more of a album of self -expression, but I put some dance songs in there that are going to be good to perform. But I still have a really crazy electronic dance project I want to make.

Ooh. Tell me more.

I’ve been making dance music again. I mean, I never stopped, but I have a re-love for it again. I’ve been practicing DJing again, and I’ve been finding sounds and new BPMs. I’ve been doing more after parties and underground club parties and testing out records in my DJ sets. I’m getting hungry again about how I relate to dance music. I feel like how I felt when I first fell in love with it again, but in a new way, because I have more skills.

What are the best business decisions that you’ve made so far in your career?

I would say firing the team I started off with. I was very loyal in that situation, and I wasn’t necessarily getting the best work. When I came into the music, I’m thinking I’m working for my team, when in reality, I’m Channel Tres. I created Channel Tres. I’m in the studio creating the songs; I’m putting my life on the line going on these tours. So the people around me need to be held to a standard, and we need to be working together. Nobody’s working for anybody. Being able to let a situation go based on business and not being so loyal because you have emotional connections has been a really great thing for me. Because, yes, I’m very loyal. But sometimes that doesn’t mean that that person is doing the best work for you.

How have things shifted for you since you made that decision?

I feel like I have business partners now. We can look at Channel Tres objectively and make the best decisions for what we’re trying to get to. Because I am a musician and a creative, but I’m also well invested into the business of Channel and how we can further that. I know that I’m gonna show up, and I’m going to put the work in, and when I have somebody that’s working with me, and they have the same energy, I can sleep at night with that.

You’re going on tour with Kaytranada this summer. What’s that show going to look like?

When the Kaytranada tour offer came it was just like, “Wow, this is exactly what I need right now.” I was excited to go on tour by myself, but then I was like, “Nah, Kaytranada and I together on a tour is just going to be the biggest dance party of the year.”

[My team and I] are so locked in to capitalize on the things I’ve already done. My routine is better. Me and creative partner, we’ve gotten better. I’m open to learning, but I’m also coming with fire. I’ve been rehearsing, and I’m honing in on things I haven’t before. Even if it’s just a dance move I want to add to my repertoire. I’ve been watching a lot of Broadway shows like The Wiz. Now I’m walking around in the house, but I’m doing it in a Broadway fashion.

There aren’t that many dance artists that incorporate actual dancing into their live show. Why is that a compelling thing for you to do?

I’ve been dancing since I was a kid. In high school I was in ballet. I’m just an art kid. If I wasn’t doing music, I’d probably be doing a play. I have to make things interesting for myself. Also my first tour I ever went on was with Robyn. I got to watch her every night. The way she worked the crowd, you could feel the love and energy. There’s no mistake that the universe put me on that tour. I want to bring people that type of energy.

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Have you always been so able to freely express yourself, or has it taken a long time to get to this place of just following the impulses?

Naturally as a kid I was like that. But then I did a talent show in seventh grade, and I got booed and made fun of for the rest of the year. It shut me down for a while and I was reserved, and like “I’m just gonna be a producer and be in the background.”

What changed?

Something happened when I was in college. I was a drama minor. I started learning how to act and then kind of felt the energy again. I don’t live where I grew up anymore. I’m not the person that all those people knew anymore.

I experienced house music and dance music and was like, “There’s no time to be precious about this. I’m going get a choreographer. I’m going start taking classes. I’m going to practice and start being the person I want to be. Fuck it. There’s just no time to be cool. If it falls through the floor, it falls through the floor, but I’m just going to put myself out there, because you only get one life.” And it worked.

What was the seventh grade talent show performance?

I grew up in church, that’s how I got good at instruments. I grew up with my great grandparents, so I was wearing loafers and slacks. So I just was like, “I’m gonna bring this energy to school, and it’s gonna be good.” Me and my friend wrote a gospel song. I sang it. I was dancing, and it was just a sea of laughter.

That’s tough.

Because it wasn’t cool to be like that. I’m going to school in Compton. Either you play sports, or you’re a gangbanger. That shit wasn’t cool.

Well, if they could see you now.

They do.

Rakim has been your favorite rapper’s favorite rapper since he and Eric B dropped Paid in Full in 1987. Credited with shifting the way rappers rap, he is often recognized as the inventor of “flow,” as those who came before him rapped with a more flat-footed rhyming cadence. Rakim attacked tracks like Usain Bolt, and his flow has been compared to the way Thelonious Monk played the piano or how John Coltrane manipulated the saxophone.

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However, not too many fans are aware that Rakim is also a producer. For G.O.D’s Network (REB7RTH), his first album since 2009’s The Seventh Seal, the God MC crafted every beat for every song. “This is the first time I’m really showcasing myself as a producer,” he says over the phone. “I always produced tracks. I did a lot of the Eric B & Rakim music, but never really let that be known.”

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Having grown up in a musical family (his aunt was legendary actress and singer Ruth Brown), Rakim always dug for samples — and most notably produced “Juice (Know the Ledge)” from the Juice soundtrack. That’s him playing the live drums on there, and it was him who looped the bassline from Nat Adderley’s “Rise, Sally Rise.”

His new seven-track album is packed with features from rappers new and old, alive and gone. There are verses from the late Nipsey Hussle and Fred the Godson. He has Chino XL and Canibus on the same song. Planet Asia and B.G. make appearances. East Coast underground mainstays Hus Kingpin and 38 Spesh contributed a few bars — as did Wu-Tang Killa Bees Masta Killa, Method Man and La the Darkman.  

Rakim talked with Billboard about how this all came together, why he wanted to feature his production skills, the current state of the rap game, and much more. Check out our interview below.

This is your first album since 2009. What inspired you to make this album? 

I think the time was just right. The stars finally aligned for me, and I took advantage. There were a couple of label situations that I was trying to get done. Just a deal that I felt was worth my worth. Sometimes things don’t happen the way they should, and I’m not the one to settle. I’ve been in the game for a long time, so my deal isn’t gonna be like an up-and-coming new artist’s deal would be. Artists that have been here for a while, we have to understand our worth, otherwise, everybody else’s goes down. Our art reflects who we are. I was actually working on a project before I started the one I’m putting out now. Me and Jazzy Jeff were doing an album, and I had a song on it called “Reborn.”

So, I feel like now it’s a little easier for artists such as yourself to do things independently because you have the legacy and the fanbase already. 

It’s a blessing. You don’t have to conform to what’s going on. If you’ve got a fanbase, do what you’re supposed to do, and they’ll support you.

Someone that was a big proponent of that and helped shift things into where we’re at now is Nipsey Hussle. I noticed that you got a verse from him. How did that come together? Is that a verse that the family let you use in the stash? Or was that something that you and him were working on before he passed? You got Fred the Godson on there, too. 

Fred, DMX. I’ve got a Prodigy on there as well. It was an honor to be able to salute those brothers and showcase their work again. My man, Matt Markoff (who served as A&R/executive producer) has so much passion for the project. He went around to the right people and let them put their ear to the project, and was able to get some verses from some of these heavyweight legends.

It’s funny, man — he was going out, making moves and would send me the track back with the verse on it and surprise me. The whole project put a lot of things in perspective for me. The love that I was gettin’ from the artists really let me know who I am. I’m a humble person.

Come on, man, come on. I get it, but it’s like, if Rakim wants a verse from you… I can’t imagine anybody giving you a hard time. 

[Laughs.] That’s that love, man, word. When they came back with the finished project, not only did they do their thing, but a lot of them saluted me in a verse — which was humblin’ again. I’m so glad that we did it and got it out, and it’s also a chance for me to showcase my production skills and my DJ skills. I’m kind of enjoying this from a different point of view by being able to produce and mold the project together.

I was gonna ask — I noticed on one of the tracks you say, “Hold up, let me see if I get the scratch right.” So, that’s you scratching on the record? 

Yeah, I did all the scratching on the whole project… I DJ’d when I started rhyming when I was young. I used to DJ too. I always loved that element as well. So, it was fun to showcase all of that on this project. 

Were those the Kid Wizard days? 

Yeah [Laughs.]

I know your thing with Dre didn’t really work out, but the song “Now Is the Time” has a West Coast sound to it. Did you pick up any production tips from working with him? 

There were so many lessons and different angles to the game that I learned from Dre. I had a front-row seat to watch the process of producing a track. His energy and passion is unmatched. It made me get back on my grind after seeing his process. I was like, ‘”eah, I’m not applying myself the way I should.” Big up to the Doc, though. Yeah, Dre, I ain’t say nothin’, man. Imma holla at you. I ain’t tell ’em about what we’re working on.

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With you and Eric changing everything with Paid in Full, how do you feel about the way rap has evolved? 

I remember when I told my mother that I’ve been going to the studio and that they asked me to sign out of school to go on tour — which was bizarre. I’m sitting there explaining this to my moms and she says, “So, you giving up football? How do you know if this rap thing is gonna last?” Football was my dream, but that stuck in my head.

Mom’s word is golden, but I had that passion. It was something that scared me, but it also kept me focused. I come from that era when not only my mom, but a lot of people didn’t think that hip-hop would last. So, to see it come from where it came from and to see where it’s at now is a blessing. Hip-hop is the biggest genre in music right now. Incredible.

People ask you how you came up with your style because you changed how people rap. You incorporated jazz elements into your rhyme pattern. How does Rakim feel listening to Future, listening to a Young Thug, listening to some of these cats where they talk street sh—t, but it’s not in the traditional 16 bars, they’re singing it, almost like using their voices as instruments? 

It’s more R&B/hip-hop, than what I’m used to hip-hop being. But we watched it go from being lyrical to it being what they call “a vibe.” As long as it’s a vibe, they rock to it. It’s a tough situation, when the powers that be morphed it into it being the way it is. There’s no reason Future shouldn’t be able to put out the music that he loves doing and there’s no reason underground artists that love making that grimy boom-bap shouldn’t be able to make what they love. We let the powers that be separate hip-hop and made us work against each other. 

We gotta break the limitations down. We have to stop letting them separate hip-hop, and we gotta govern ourselves and take control of our genre. We can’t be where we are now and have no kind of structure, or no kind of understanding about what this is — because it’ll fall to the bottom just as quick as it got to the top.

That’s why the Internet is important because all of this can co-exist now. The major label system isn’t as necessary as before. You can put this album on Bandcamp and there’s going to be a market for it.  

And that’s what’s beautiful. We can stick to our guns and make the music that we love making. If you have a fanbase, cater to your fanbase, otherwise, you gonna drift off and you won’t be looking for fans that aren’t gonna know who you are, what you are, or what you do because you changed up on them. It’s important that we take advantage of the platform now. There aren’t any parameters that we have to follow or no cookie cutter that we got to use to get radio play to be relevant.

Make what you love. That’ll help the scale — because right now, the majority rules, and the majority seems to be closer to the R&B/hip-hop side. We need more people to stick to their guns to even that scale out.

How closely have you paid attention to the Drake and Kendrick thing? Because Drake is one of those artists that gets a knock for being an R&B dude, even though he’s battle-tested. He represents the mainstream and Kendrick represents the genre in a more traditional sense to most rap fans. 

I think that it was important, because these brothers are at the top of the game, and revered hip-hop. You know, a lot of people in that position won’t accept no challenge, because they got too much to lose. So, it was dope that these brothers put the mainstream success down and said, “Yeah, let’s do it.”

The battle put a lot of things in perspective — because it showed the difference between real hip-hop and mainstream hip-hop. Younger artists now know that there’s a difference. A lot of them didn’t even understand that. They just listened to the majority, not knowing that a lot of people don’t categorize what they were hearing as real hip-hop. The battle was very needed for the genre. I tip my hat to them brothers. Let’s just hope that it stays to the music.

To the younger artists out there, do a little history, man, just like anything else. You want to learn about your family history, or your nationality’s history? Research it. Researching hip-hop is one of the illest things you can do. If you find out that your family came from great people and did great things, you’re gonna look at life a little differently. And when you look back at hip-hop and see where it came from and what this thing is about, it’ll give you a better understanding of what these brothers did. It’ll also make you feel a little better about what you represent.

A lot of hit rap records toe the line of pop and R&B these days, and fans are more forgiving about ghostwriters when it comes to some of those songs. I wanted to broach that subject with you because ghostwriting was considered a cardinal sin during your era.

It’s funny. Back early in the game around ’87-’88, people started asking me to write. The first person that asked me, I was so offended by that sh—t. That’s almost like being at practice and this kid is crossing you over like f–king crazy, man. You know what I mean? You’re not gonna go over there and be like, “My man, show me how to do that crossover.” I’m not giving him the golden pen. Like really, man? “Nah. I’m not writing this for you. You crazy?” Not the thought of having a ghostwriter but even me ghostwrite for someone else, you kiddin’?

So, to have a ghostwriter — from where I come from — that’s not acceptable. With singing it’s more complicated, it’s a little different. The singer still has to hit them notes and make it theirs, It’s much different for a singer because if you take a dope song from back in the day that was a hit and you give it to somebody else, it may not be a hit, because they can’t sing it right. 

But for MCs, we salute them because of what they say. So, if your words aren’t from you, then how am I supposed to know what you wrote and what you didn’t write? And now, am I still supposed to respect you as an emcee knowing that you didn’t write everything? That’s complicated.

But, if the younger generation accepts that, then, you know, that’s on them. Where I come from, we don’t really respect that. I don’t respect that. Everything I ever said that was a verse, I wrote. I might have let somebody write a hook, or somebody might have sent me a song with a hook on it, but I pride myself on what I do and how I did it. I can’t see somebody else writing my rhymes and feeling like I’m that dude. My man helped me be that dude. I can’t even do that; I wouldn’t even feel right. I can’t even say thank you if somebody came up and was like, “Yo, that last song you did? Bananas.” I’ll feel funny as hell standing there. I would have to say, “You know what, bruh? I didn’t write that.” I can’t front.

I peeped that you have Hus Kingpin and 38 Spesh on the album. How did that come about? Were you fans of theirs? I know Hus is from Long Island. I felt like that was ill because it’s like you’re bridging the gap. 

That’s what’s so dope about being able to do this project. We got MCs from every part of the United States. I always keep my ear to the street. From Smack URL to the underground scene, that’s what keeps hip-hop alive and well. I feel good when I see emcees spittin’ like that. I salute them young brothers that’s really wantin’ to be lyrical, pushin’ the envelope and refusing to say, ‘Aight, I’m just gonna make a quick radio song, so I can get out there.’ A lot of these brothers could’ve been tried to do that, but that ain’t where their heart is. They know real MCing and real hip-hop exists and anything outside the line is unacceptable.

Yeah, man, and it’s funny because this has kind of been the theme throughout this interview is just how everything has changed. Before, if you made this album, you would more than likely have had to chase radio play. You don’t have to chase the radio anymore. 

I think we made a statement with the project. Straight hip-hop orientated and wasn’t looking to make radio-friendly songs or follow any kind of mold. Everybody did what they love. From watching the underground scene to the URL circuit with cats like Charlie Clips, Goodz — we need to break the walls down and merge all this together. It can’t do nothing but make the genre better. It’s gonna make rappers get in they bag and take their craft seriously.

You gotta show them that underbelly. It’s like when you pick up a log in the woods, and there’s like a whole universe under there. 

We talkin’ on a hip-hop level. I won’t even say “street.” You gotta go to the trenches to really understand. I laugh when they try to discover things on Earth, there’s just a few places they don’t go. For one, they don’t go deep in the water and two, they don’t go to the swamps; it’s too dirty for them. It’s the same thing with the hood, they don’t wanna go to the hood; it’s too dirty for ’em. But you ain’t gonna know about too many things on the planet and how things work if you don’t go to the swamps, or you don’t go underwater. You’re on the surface thinking you know what’s going on. You go deep underwater, and you see something swim over and it turns into the thing it just landed on. It ain’t regular down there. There’s some different s—t going on down there.

You said that you’re humble, but you’re also aware that you’re on top of everybody’s “Best Rapper” list. What keeps you motivated to make music? 

I think that alone. The expectations that I not only give myself, but what the people give me. I use that as fuel. I would rather people expect me to succeed than to expect me to fail. I gotta keep doing it at a higher rate because that’s what they expect from me. I just try to use it to help me rather than stagnate me.

So, we can expect more from you. You’re going to do more self-produced stuff, I’m assuming. 

Yes, sir. I’m getting confident with my tracks. I gotta a lot of tracks over here. I just been storing the right time. I’m working on a solo Rakim joint and working on a couple other projects as well. So, I’m just looking forward to just staying in the studio. I took the year off from touring just so I could get studio work done. Hopefully, you hear a lot of new music from Rakim.

Roughly 30 years ago, Boyz II Men seduced and cajoled their way to the top of the Billboard Hot 100 with “I’ll Make Love to You.” They enjoyed the view from No. 1 for 14 weeks — tying a record at the time — before dethroning themselves with another soaring, imploring ballad, “On Bended Knee.” In 1994, it wasn’t unusual for a vocal quartet like Boyz II Men to top the Hot 100, or get close to it; roughly a third of all top 10 hits that year were the work of R&B groups, rock bands, or ensembles in other configurations. 
“When I grew up in the 1980s and 1990s, there was a constant barrage of groups,” says Michael Paran, a manager whose clients include Jodeci, a quartet that vied with Boyz II Men on the charts. R&B-influenced pop groups like the Spice Girls and the Backstreet Boys dominated the late 1990s. But the barrage started to let up in the 2000s, according to an analysis of top 10 hits between 1991 and 2023. Solo artists like Britney Spears and Justin Timberlake — who got his start in a group before striking out on his own — set a new standard for pop stardom, while rappers like Eminem and Nelly helped hip-hop reach commercial peaks that suddenly seemed out of reach for most rock bands.

And on today’s Hot 100, groups are an endangered species: Since 2018, groups account for less than 8% of all top 10 singles. The last ensemble to summit the chart was Glass Animals with “Heat Waves” in March 2022. No group scored a top 10 hit as a lead artist in the first half of 2024, and there is not a single group anywhere on the latest Hot 100.

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There are many reasons for the demise of groups. The decline of rock, a historically group-focused genre, as a commercial force on the Hot 100 has certainly played a big part. But perhaps more important, advances in music technology have given artists in all genres the ability to conjure the sound of any instrument they desire without the need for collaborators. And social media, a key aspect of modern promotion, tends to reward individual efforts rather than collective enterprise. “Social media is about your voice,” says Ray Daniels, a manager and former major-label A&R. “Not y’all’s voice.” 

% of Top 10 Billboard Hot 100 Hits by Groups

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In addition, aspiring artists have a better understanding of the financial realities of groups, which are costly to develop and then split any profits multiple ways. And labels aren’t matchmaking groups the way they did decades ago. 

“I’ve been in bands, put the bands together, got the record deals, done the whole thing,” says Jonathan Daniel, co-founder of Crush Music, a management company with a roster that includes both major groups (Weezer) and star soloists (Miley Cyrus). “Trust me, if I was a kid now, I would never be in a group — I would be solo all the way. I wouldn’t need these other guys.” 

Groups always used to have a practical purpose: Making a tuneful racket was considerably easier with the help of collaborators playing other instruments or belting harmonies. “Historically you often needed a group to make money — it was almost harder to be a solo artist,” Daniels explains. “You had to have people get together and play the music.”

This has not been the case for some time now. GarageBand hit Mac computers in 2004. Online sites like BeatStars allow vocalists to rent fully formed instrumentals. Artists can make beats and record vocals on their phone. “One guy can go in there and make himself sound like a group if he needs to,” Paran notes.

This can make artists’ lives considerably breezier, because they don’t have to spend time persuading — or arguing with, or massaging the egos of — group members who probably have their own views on songwriting and production. “It’s just much easier to have your own say than to have group members opining on what they want,” says Bill Diggins, longtime manager of TLC.

At the same time that technology has largely nixed the need for musical collaborators, executives believe that the prominence of X (formerly Twitter), Instagram, TikTok and other similar platforms further elevates individuals over groups. “How often are groups doing content together on TikTok?” asks Joey Arbagey, another former A&R who worked with Fifth Harmony, among others.

Even bandmates or singers who are in a group probably work to stoke their own social media presence — which represents a safety net if the group falls apart. “Every artist is focused on building their own numbers,” Arbagey continues. “That kind of destroyed that feeling of creating together.”

And those artists that still want to create with others are often aware of the financial implications of this decision: If they hit it big together, they don’t make nearly as much as if they hit it big alone. “When we were kids, we saw The Rolling Stones and thought, ‘They’re rich, they have a plane,” says Daniel from Crush. “We didn’t go, ‘Well, they have to split all the money five ways, but Elton John doesn’t.’” Today, however, thanks to the internet, “artists are much more cognizant of all facets of the music industry,” Diggins says. 

On the flip side of that, when labels get involved, groups are also more expensive for them to support. “It’s cheaper to be in the business of a solo artist than it is to be in the business of moving multiple people around and styling and marketing multiple people,” says Tab Nkhereanye, a songwriter and senior vp of A&R at BMG.

The heyday of groups also coincided with a time when labels had much more sway over what music was popular — largely because anyone with aspirations to be heard outside their region needed the labels’ deep pockets and close relationships with radio and television. Record companies scouted for talent, helped put groups together, found songs for them to cut, and then pushed them out through dominant mainstream channels. “It was kind of a machine,” Paran says. 

Today, however, U.S. labels aren’t typically involved with artists in the early stages of their careers when they might once have been shunted into a group. Instead, the record company often shows up after acts have already proven their ability to attract a devoted audience, typically through a combination of social media — which, again, caters to individual personalities — and streaming. And on top of that, the influence of traditional outlets like radio and television, which served as the launching pad for so many groups in the past, has nosedived. 

Chris Anokute, a longtime A&R turned manager, points out that “most of the breakout boy bands and girl groups of the last 10 years came from TV shows like The X Factor — One Direction, Fifth Harmony.” “I don’t know if you can break acts like that if mainstream platforms like TV or radio don’t really move the needle in the same way,” he continues. “Everybody was watching when those groups went on TV 10 or 15 years ago,” Arbagey agrees. “Now nobody has cable.” 

There is at least one country where music-based TV shows still drive listening behavior: South Korea continues to pump out groups at a steady clip, and BTS has made nine appearances in the top 10 on the Hot 100 since 2018. (Still, it’s notable that HYBE — the company behind BTS — and Geffen Records are attempting to develop a new girl group in the U.S. via a Netflix series, rather than network television.) In addition, the recent eruption of the catch-all genre Regional Mexican has propelled new ensembles onto the Hot 100, including Eslabon Armado and Grupo Frontera.

And while groups aren’t peppering the Hot 100 with major singles the way they used to, they maintain a prominent presence in another corner of the industry. “The one place that groups still hold a hell of a lot of water is the live experience,” Daniel notes. In the U.S. in the first half of 2024, U2 had the top tour by a wide margin, according to Billboard Boxscore, and Depeche Mode and the Eagles appeared in the top 10 as well. 

While those are all veterans, more recent groups like The 1975 and Fall Out Boy also made it into the top 50. The presence of ensembles on this chart makes sense: On tour, even most solo acts bring backup bands or other musicians to help them bring their songs to life. Musical wunderkinds are few and far between, and crowds aren’t always interested in watching a lone performer sing or rap over a backing track for two hours, so group performance is still common. 

But on the upper reaches of Hot 100, the closest thing to a group is usually a collaboration between two or three high-flying solo acts. “When you don’t see it, then you don’t want to be it,” Nkhereanye says of groups. “These days, it’s sexier to be a solo artist.”  

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Source: Bounty Tank / Youtube
HipHopWired got the chance to speak exclusively with YouTube star Bounty Tank, who is preparing to release his new album Kick Door University.
The world of reality television has produced quite a few notable stars, and with that in mind, it’s not hard to see how Bounty Tank is the next one up in that progression of fame. The Cleveland, Ohio native is the star of his own YouTube series (recently added to Tubi) which is in its sixth season and has over 780,000 subscribers including paid members in addition to a social media following of over 1 million subscribers. For Bounty Tank aka Franklin Frazier, becoming a bounty hunter was a pivot after attaining a nursing degree from Hampton University which he attended on a football scholarship. His goal to become a U.S. Marshal was put on hold due to hiring freezes, which led him to the world of bounty hunting.

A desire to serve his community and lead with understanding is at the heart of Bounty Tank’s mission, and that energy has led him to dive further into creating music, which is another passion of his. Beginning in 2019, Bounty Tank started to create and release singles, leading to his first album Skeletons being released in 2021. On the verge of his upcoming album, Kick Door University, HipHopWired got the chance to talk extensively with him about his music and his career.
HipHopWired: With your pivot into getting into rap, what was the inspiration for that? 
Bounty Tank: Honestly, what planted the seed was – “I got my own show, so why pay someone or pay somebody else for music on the show, when I can do my own?” I’ve always had a passion for music, so it just made sense.

HipHopWired: So with that – when you rhyme, what’s the energy that you like to evoke? Every MC pretty much has their own energy that they want to give off to their fans like for you? How would you define that?
Bounty Tank: I have energy just telling stories about what’s going on in my life. I’m a regular guy. So whatever the vibe is, or the story of the lyrics that I’m talking about, I just like to give. I have a lot of laid-back stuff. I got some songs where I’m just amped up. I mean, it just depends on the vibe of the song. So I think I’m naturally just a laid-back, kind of smooth type of rapper.
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HipHopWired: With the album coming out, are we going to get that mixture?
Bounty Tank: The album is called Kick Door University, but the next single coming out, “Mr. Kick Door” is pure energy – I’m talking about “Okay, I need my money”, (laughs) and it’s full energy. It’ll be a mixture. There’ll be some smooth songs on there too.
HipHopWired: Pivoting back to the show – how’s the feedback been from fans who’ve stuck with you starting the show, seeing you evolve into this artist, in addition to being in the bounty hunter profession, how’s that feedback been?
Bounty Tank: Everybody’s excited. Everyone’s happy to be back. I’ve been gone for six months filming. So everyone’s excited man, they’re loving it. I mean, they like the excitement that the show brings, they like the music, and the energy coming with it. So yeah, it’s a good feedback. It’s crazy.
HipHopWired: One thing that I got from just getting the chance to watch some of the show -the one thing that stands forth is you pretty much being that presence of a guiding light. You’re doing it in a way that most people who have their own preconceptions of being a bounty hunter have them shattered. That is amazing to see. Is it challenging at times to keep that consistent?
Bounty Tank: No, that’s just embedded in me. At the core, I just like to help people so it’s not hard. You know, the people that receive it, they’ll get it and the people that don’t receive it, they just don’t get it. But I’ve always had that door open and lane open. So that’s easy for me because that’s just it’s me, it’s my core. 
HipHopWired: And you’ve gotten some great feedback already from like Snoop Dogg and Dr. Dre giving you a shout-out. Has there been anybody else, you know, from the rap world that’s been giving you the green light, like, “keep going”? 
Bounty Tank: It’s a lot of people that watch the show, man…Justina Valentine. she rocks with the show, man. Nick Cannon. There’s a ton of people. I was talking to DJ Drama a couple of months ago, he was on tour and he was watching the show, man. So it’s a lot of people tapped in. 

HipHopWired: So, what are your go-to songs, aside from your music, what are your go-to Hip-Hop tracks?  Something like, “I need to get my day started or maybe I want to wind down a little bit?”
Bounty Tank: Man, it depends on the vibe, what I’m doing. If I’m on some therapeutic, trying to chill and get my mind right, I’m going to listen to some J. Cole or Kendrick Lamar…it depends on the vibe and really what I have going on to get my day started. Just to get pumped up, man, I might throw some Lil Wayne. The Carter. 
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Cash Cobain is up to his old antics again. The Bronx rapper and producer has been known to post snippets of songs he’s making on social media. Sometimes he releases the finished product, sometimes he doesn’t. So there’s no telling if he will ever officially drop his remix of Laila!’s viral “Not My Problem” song. […]

Last summer, salute spent two days in a Tokyo hotel room putting the finishing touches on their debut album. This may seem like a glamorous situation. It wasn’t.
“It sounds cool, finishing your album in Tokyo,” the Manchester-based producer says, “But the last thing I want to be doing in Tokyo is sitting at my desk. I wanted to be outside.”

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Talking to Billboard over Zoom from London on a recent Friday afternoon, salute says these tedious finishing touches were the hardest part of making an album that emerged during writing sessions with friends at a massive house in the English countryside, where a No Social Media rule was put in place. After additional sessions in London, the project, True Magic, reaches its final stage of completion Friday (July 12) when it’s released via Ninja Tune.

A 14-track collection of shimmering, sometimes tough, occasionally sexy and always sleek music that fuses house, garage, synth and French touch, the album is the culmination of nine years worth of single and EP releases, a steadily growing profile and the connections the producer has made along the way.

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“Most of the people on the album are just friends of mine,” they say of the set’s collaborators — a list that includes longtime pal Rina Sawayama (“one of my closest friends in music”), Disclosure, who initially got in touch by DM-ing an invite to their L.A. studio, and other friends including Sam Gellaitry, Empress Of, Karma Kid and Leilah.

Following 2024 U.S. sets that included salute’s Coachella debut in April and a performance at the Four Tet & Friends festival in New York this May, True Magic will bring them back to the States this fall for a nine-date run that ends at III Points in Miami.

Amid the release, salute talks about making True Magic, using an inclusion rider to ensure they play on more inclusive lineups and why they’re happy about not being an overnight success.

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1. Where are you in the world right now, and what’s the setting like?

I’m in London at the moment for a show that I’m playing tonight. This is a very boring hotel lobby.

2. What is the first album or piece of music you bought for yourself, and what’s the medium?

This is so cringe: My parents are super Christian, so they wouldn’t let me buy any secular music. I wanted to buy hip-hop for example, and had to buy Christian hip-hop. I was nine or ten, and they took me to this Christian bookstore, and I bought this CD and had no idea who any of the artists were on it. But that’s not the album I recognize as being my first. The one I recognize as my first is Aaliyah’s [2001] self-titled.

3. What did your parents do for a living when you were a kid, and what do they think of what you do for a living now?

My dad was a cab driver, and my mom was a nurse. I think at first they were confused, because they hadn’t considered you could make a living with dance music. They were probably worried about me, so they weren’t super supportive at first. But further down the line when they understood that it made me happy, that I was able to sustain myself and there was an actual job, they supported it, which is great.

4. What is the first non-gear thing you bought for yourself when you started making money as an artist?

I bought these expensive New Balance shoes. I was 18, went into the shop in Vienna and did that thing where you buy something without looking at the price. I had all this cash in my hand, and I was like “I’m going to get those shoes, they look amazing.” They ended up costing me like, 250 Euros, which was so much money to me at the time. I was like, “F–k it.” I committed to them. I still own them, and I still wear them sometimes. When I put them on for the first time, I felt rich.

5. What is the last song that you listened to?

I was just listening to the new Kaytranada album — the last song was “Lover/Friend” by Kaytranada and Rochelle Jordan. The album is absolutely amazing.

6. If you had to recommend one album to someone looking to get into dance music, what album would you give them?

Settle by Disclosure, it is your best bet. That album perfectly combined house, garage and pop music, and I don’t think anyone has come close to doing that, in terms of U.K.-leaning dance music. The first Kaytranada album, 99.9%, was really important music for electronic music. But I think overall, in terms of cultural impact, it’s Settle.

7. Amid your rise and all of your success, what have been the most surreal moments?

I was in Colombia playing a festival and sightseeing, so I was in Medellín for a week. I was on the metro at like, 2:00 p.m. listening to music, and this guy calls out to me and says, “This is going to sound strange, but you’re not a DJ, are you?” I was like, “Yeah.” He shows me his phone, and he was listening to one of my songs. I was on the metro, in the backend of the city, thousands of miles away from home, and this guy is telling me how much he loves my music and how excited he is to see me perform.

That happening is bizarre and very humbling as well – people coming up to me and telling me how my music has helped them. Also going to places that are so far away, where I don’t speak the language and there’s a complete cultural disconnect, but you’re bonding over music you’ve made. That, to me, is so surreal.

8. You wrote that “writing this record nearly cost me my nerves.” Care to tell me more about that?

I love writing music and the creative part of it, having a few friends around and writing songs. But actually sequencing the album, finishing those songs and doing all the technical bits at the end, that probably takes up most of the time. None of the songs on the album took that long to write. It’s the last bit, doing all the technical stuff, re-recording elements, that is so tiring. I hate it. That’s when you’ve heard every song a few hundred times, and it’s like “I don’t even know if this sounds like music anymore.”

9. How did you know when it was done?

When is anything done? When there was nothing obvious that stood out to me, and I was able to listen through without cringing at anything. [Laughs.] That’s when I knew. For the most part, it was like, “Am I broadly happy with this? Am I going to regret putting this out? No? Then it’s done.”

10. What does success for the album look like to you?

I think of success less in streaming or units sold and more in cultural impact. If my album inspires a bunch of producers to move into being album artists, rather than just dance music producers who release three or four track EPs, breaking out of the DJ mold and working more on their artistry. That’s what I think Disclosure did with Settle. It influenced a whole generation of producers to realize that there was crossover into pop music. That’s what I want to do through True Magic, to have the level of confidence that Settle did. I know it’s a lofty goal, but that album inspired me so much.

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11. It feels like a healthy moment for dance music, with new albums by Kaytranada, Peggy Gou, Justice, you, among others, all released this year. Does that track for you?

It definitely tracks for me. There’s so much happening in all corners of dance music, and I think we’re back in low-level golden era without realizing it. Historically, dance music has suffered from a lack of really good albums — and all of the sudden, all of these amazing projects are dropping. For all of these artists to be releasing music in the space of a year, and for most of it to be so good, that’s rare. It shows how healthy dance music is.

What underlines that for me: in America, it’s mainly tech house and dubstep, but there is such a huge appetite for stuff outside those genres. When I go [to the States] and see the tickets my friends are selling, and how many people show up to these pop-up shows we do, it’s really encouraging. America has always had that thing where people say, “Oh America is a few years behind everywhere else,” but I don’t think that’s the case anymore. When I go America, my crowds are really knowledgeable — they’re very open as well, which is super important. So I agree, dance music is in an amazing place.

12. Who have been your biggest supporters?

Within music, Hudson Mohawke is a big supporter of mine. He shows me so much love. DJ Seinfeld is a huge supporter of mine. Barry Can’t Swim has my back through and through. Mall Grab has shown me so much love over the years — he’s introduced me to his audience, and is part of the reason I’ve been able to tour Australia. Annie Mac from Radio 1, she’s obviously retired now, but she was a very vocal supporter of my music for like, eight years. She is responsible for showing my music to so many people. Without her, my career would not be anywhere near what it is right now.

13. I read in your DJ Mag profile that you have an inclusion rider. What prompted that decision?

I was playing a show in Newcastle in the north of England, and I got there and every DJ on the lineup was white and male. It wouldn’t have been an issue for me if they were good DJs, but pretty much everyone sucked. They were like, really bad. Basically, the promoter had just booked his best friends to play. I was there [thinking] like, “So many of my girl mates, so many of my queer mates, so many of my Black mates would have absolutely killed this night.” But it’s just kind of how it is, where a promoter will just book his mates rather than booking a good DJ.

I got back to my hotel and texted my agent like, “I want to make sure that I am performing among more people who look like me, and among more people who are nonbinary and trans, etc.” I found a template for an inclusion rider online, and it basically stipulates that 30% of the lineup of any stage I play on has to be from an underrepresented group, and has to be approved by me.

14. How has that worked out?

It’s been really great. It’s not the solution to a problem, because the problem is very much systemic. There is a reason why there is such a drought of non-white, non-male DJs at the top of the DJ sphere, and it goes further than just implementing an inclusion rider, but I think it’s better than nothing. It’s a good start.

I had this queer DJ that was supporting me in Belgium say “thank you so much, I’m so grateful that I’m able to play for a crowd this big.” That is, to me, what it’s about — because those opportunities are not usually given to people outside a very specific category of DJs. As a Black person myself, I’ve had to deal with being on lineups where I’m the token, and I just want it to feel less tokenistic and more like the promoter actually gives a f–k, and it makes a difference. I’ve had promoters who weren’t interested in it, so those are promoters I’m just not going to work with anymore.

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15. What’s been the best business decision you’ve made so far in your career?

It’s realizing I don’t want A&Rs involved in my creative process. The label I’m releasing on now, at the start they said, “We can be as involved or not involved as you want us to be with A&R-ing the album.” I said, “Actually, I want you to back off completely and I will deliver it to you at the end.” I sent them a draft of the album halfway through the production process, and then again at the end — and they were like, “This is amazing.” I was like “Yes, because you let me do my thing.”

16. Has that now always been the case?

The previous label I was signed to — it’s not their fault, because I didn’t say anything, but the A&R was meddling quite a lot. That’s when I realized I wasn’t making music I was happy with; I was letting someone else dictate what I should be making. It wasn’t great for me. But I love A&R-ing, and I think I’m good at it. I love putting people in rooms and making great stuff. If I’m given space to do that, that‘s where I flourish.

17. What’s the most challenging aspect of your career right now?

Being away so much. Not seeing the people that matter to me. I was recently away for like, six weeks. I did Coachella, then went to Japan, and then randomly did more shows in the U.S. I’ve been touring at this level for two years now — and it’s amazing and I love it — but it does suck that I can’t just call my mate and say “do you want to go for a drink?” because I’m halfway around the world.

Obviously I appreciate meeting people on the road, and I’ve met so many amazing friends, but it’s just not the same as going to your best friend’s house to chill. It’s made me appreciate the time I do have when I’m at home. It’s made me a lot more present. I don’t take it for granted as much, when you might not see the person sitting opposite from you for a few months.

18. Maybe it’s also that you’re having these peak experiences, but you’re not with the people you’d like to share them with while they’re happening?

Right. I did this amazing show in America. I was playing Four Tet & Friends in New York [in May.] It was my birthday, and people were like, “This must be the best birthday you’ve ever had, right?” It was an amazing birthday, but I kind of wished my people were there with me.

19. Who’s been your greatest mentor, and what’s the best advice they’ve given you?

My greatest mentor is still my manager, Will. I’ve been with him for 10 years. He is probably the person who understands me the most, when it come to my career. Obviously it’s his job too, but he always just reminds me of the best version of myself.

It’s cliché, but when you really think of that, it translates into so many things. Everything I’ve done over any other project has reminded me to do what feels right for me and not try to please the label or [my manager]. In the past, when I’ve done what I thought someone else would want me to do, or what I thought I needed to do, it’s fallen flat. But Will is a constant reminder that people love me for me, and I shouldn’t forget that.

20. What’s one piece of advice you’d give to your younger self?

I used to worry so much and compare myself to other people so much. I’d see my friends’ careers blowing up, and I was like “I wish that was me.” It used to really mess with my self esteem. But when I see some of the careers where people have been really successful and it’s gone really quickly, it’s often happened that they’ve crashed afterwards. Maybe they didn’t have the support they needed, or things were moving too quickly and they didn’t find their feet properly.

I’m so grateful now that it wasn’t like that for me. My career has been such a slow burn. It happening like this has given me time to adjust. So I would tell my younger self not to worry, because it will all turn out just fine.

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Source: @aldreday courtesy of @hiphopwired / A.L. Dre | iOne Digital
The spirit of competition has always fed the beast that is Hip-Hop. Not just anyone could set up a sound system, plug into a streetlight and DJ for the block party.

The streets had to be with you (or else, you’d be risking robbery or bodily harm). Same goes for the rappers who would soon enough come to the forefront. Sure, you might have been friends with the DJ, but the crowd would expeditiouslymake it clear if that alley-oop was either adept curation or “you might want to give up the mic before you get really booed, or jumped” folly. This hierarchy, along with the human propensity for misguided dislike or “hating,” meant that “beef” has long been intrinsic to Hip-Hop’s DNA. Whether for the sake of getting your own time in the spotlight or just letting the listeners know why you’re the better option, the thin line between a friendly feud and cold-blooded animus has always been there.

At its worst, the bitter rivalries led to spilled blood, even homicide (rest in powerful peace Tupac and Biggie). But at its best, which is more common, it spurned innovation and timeless records. Beef has permeated Hip-Hop throughout its 50 years and going life, as covered in By The Numbers: How Rap Beef Affects the Culture and has moved the culture, as noted in It’s What’s For Hip-Hop: 9 Rap Beefs That Shifted Hip-Hop Culture. Also, the tour de force that is Kendrick Lamar’s “Not Like Us,” makes it clear Hip-Hop will always have an appetite for well-crafted and no holds barred battle.
Back in the early 1990s, before the Internet, artist André LeRoy “A.L. Dre” Davis cooked up a artistic depiction of one of Hip-Hop most infamous if now forgotten beefs—KRS-One vs. PM Dawn. The story goes The Teacha stepped to PM Dawn’s Prince B at a now-shuttered venue in NYC called Sound Factory, and it ended badly for the “Set Adrift” rapper. There were no cell phone cameras in the building 30 or so years ago, so Dre artfully recreated what allegedly went down for The Source magazine, and the rest is history.
So we felt it would be dope to use A.L. Dre’s artwork, with his permission of course, to flip a homage to Hip-Hop for Hip-Hop Wired’s first-ever digital cover. The assignment was understood and executed to perfection.

Over the last three years, Odesza‘s The Last Goodbye Tour has spanned 54 shows at 48 venues throughout North America, including headlining sets at festivals like Governor’s Ball and Bonnaroo.

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Tomorrow marks the beginning of its end. From July 4-6, Odesza will play the three finale shows of The Last Goodbye run at The Gorge Amphitheatre, the iconic venue roughly 150 miles southeast from the duo’s hometown of Seattle. 66,000 fans are expected over the three nights, and if things go according to plan, almost all of them will pass through an on-site installation the band has created as a tangible, extraordinary and this time truly final goodbye.

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Called Echoes, the installation is built from six 30-foot towers, 120 LED screens and loads of cutting-edge tech that will involve projection mapping and, naturally, sound. Made of brushed aluminum so the installation reflects sunlight by day, after dark Echoes comes to life with video content incorporating brand new visual content from the band, the epic three-year tour and which is also, says the project’s head of creative Steve Bramucci, “in part inspired by the fans.”

This eight-minute video loop will be synced with sound mixed by Odesza’s Harrison Mills and Clayton Knight. Known for the meticulous attention to detail they bring to their music and all elements of the Odesza universe, the pair have also been heavily involved in the design and execution of Echoes.

Their 10-minute soundscape is built from gentle ambient music mixed with voice notes left for the band by fans about what the Last Goodbye era has meant to them, with people offering comments reflecting on things like how they never felt comfortable dancing in public until seeing the show, how the music helped them deal with the loss of parents, grandparents, best friends and relationships, how attending shows expanded their friend group and how this chapter of Odesza generally contributed joy to their lives.

It’s a soundtrack with the power to make one tear up while listening to it at their office desk, and it’s thus likely to have high emotional impact when experienced by fans onsite at The Gorge. (For fans who can’t make it The Gorge, the final show on July 6 will be livestreamed on Veeps.)

The project is designed “to be experienced in the ramping-up period before a show or ramping down after a show,” says Bramucci, “but you can tell that Odesza is thinking people are going sit in here for a few minutes. They’re not just gonna race through, take a couple Instagrams and bounce.” Given crowd flow at The Gorge, Bramucci expects “97 to 98%” of attendees will pass through Echoes. (Another 3% will enter through the VIP area that doesn’t lead past the installation.)

The hope is that fans will indeed spend some time in a project that a global team has dedicated the last two months of their lives to creating. Echoes takes influence from a design originally built in Russia by Russian creative studio Setup, with a second creative studio, The Vessel, expanding on that design and project managing Echoes in the States. The Vessel’s operator Jenny Feterovich serves as Echoes’ creative director.

Meanwhile, Bramucci’s team at Uproxx was tasked with user experience, coordination and storytelling around the project, with a host of other companies involved with AV and scenic building. A 30-person crew has been on site since June 30, working around the clock to get Echoes up and functioning by the time doors open tomorrow at 5:00 p.m.

Echoes being built this week at The Gorge Amphitheatre

This challenge has been compounded by the logistics of working at The Gorge. “It’s literally in the middle of nowhere,” says The Vessel’s co-founder Jenny Feterovich. “We have to truck everything that’s going there, and there is no room for error, because you can’t run back to an office that’s three hours away to go get something. Preparation here is of utmost importance.”

The other major challenge is the weather — with the build teams preparing for possible high winds and assured heat, with temperatures during the build in the mid-80s and temperatures on show days forecasted to hit the 90s, and Saturday expected to reach 100 degrees.

Echoes was designed on PCs equipped with Snapdragon, a microchip from Qualcomm that uses predictive AI to anticipate a user’s movements, in order to shut down and reignite programs and save battery life. On-site, Snapdragon-powered PCs will be used to projection-map, troubleshoot and modify designs in real time, with the team also running visual and audio elements with Snapdragon PCs. Qualcomm also subsidized the project, with the hard costs totaling in the high six figures.

“We’ve found that there are a lot of synergies between Snapdragon technology and this genre of music,” says Qualcomm CEO Don McGuire. “EDM artists embrace innovation and are open to experimenting with technology and new tools, making them great partners.”

Ultimately though, all of the tech is intended to elicit an exclusively human response.

“If I see the face of even one fan who has a serious emotional connection to it, who’s like, ‘the aperture of my appreciation for music and what it means to connect to music has shifted because of this installation, then that’s the perfect win,” says Bramucci.

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There is a thin line between competition and conflict and in the ever-evolving landscape of Rap and Hip-Hop, all it takes is a few words or actions to tilt the scale towards beef.

At their best, the beefs gave us quotables and songs that have become a part of our cultural catalogue from KRS-One’s iconic lines on “The Bridge is Over” or Jay-Z’s jab at Nas’ iconic song “The World is Mine” on “Takeover.” At their worst, the beefs led to violent interactions that served as warnings for the future (rest in powerful peace Tupac Shakur, Christopher Wallace and too many more).

Whether you rooted for the underdog or cheered for the villain, here is a list of nine Hip-Hop beefs that altered the way we listened to the culture’s music to this day.
9. Kool Moe Dee and LL Cool J
Considered by many as one of the first instances of rap beef, the two’s feud not only produced some of the biggest rap moments (Kool Moe Dee’s rap Grammy performance and LL’s Jack the Ripper series), but also set a precedent of using rap disses to enlarge both stars’ brand. For LL, he’d become one of rap’s earliest commercial successes, leading the line of success and respect into the 90s and beyond. His rise also foreshadowed a theme with the pioneer’s anger with younger MC’s who felt slighted by the next generation’s hubris.
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8. Lil’ Kim and Foxy Brown
Kim’s ascent into rap in 1996 alongside the Notorious B.I.G. and Junior Mafia brought a new aesthetic for female rappers as she embraced a more sexual and aggressive energy. Unfortunately, competition between her and fellow Brooklyn rapper Foxy Brown became inevitable as the two traded words over the years on various songs including Kim’s verse on Lil Cease’s 1999 song, “Play Around,” “The Notorious Kim”, and Mobb Deep’s “Quiet Storm Remix”. Foxy’s venomous verse on “Bang Bang” proved prophetic, and the violence and residual tension that followed over the years make it one of rap’s most memorable beefs.

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7. Gucci Mane and Young Jeezy
For these two southern MC’s who have since gone on to rectify their differences, their dispute over Gucci’s first commercial record, “So Icy,” ushered in a flurry of diss records back and forth that escalated to alleged violence off the records. Unfortunately, their antics and the energy behind it ushered in a new dimension of dissing enemies, encapsulated by Gucci’s gesture of smoking on the remains of an enemy, a move he’s since condemned.
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6. LL Cool J and Canibus
For Canibus, the rising phenom in rap at the time, being featured on a song with someone as accomplished as LL Cool J was an honor. His initial verse on the posse cut, “4,3,2,1,” however innocent, prompted LL’s furious response, and the records that followed only made LL’s battle rap status grow larger. Canibus’ “Second Round KO” and L’s “The Ripper Strikes Back” also introduced whether fans preferred battle records from overtly lyrical rappers or more commercially renowned artists.

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5. 2Pac and The Notorious B.I.G.
Largely remembered for the shocking claims made by 2Pac against Biggie on the song “Hit Em Up”, the primarily one-sided beef spurred a slew of responses from Biggie and others, both directly and subliminally which fueled the environment that led to their untimely deaths. The behind-the-scenes antics between Bad Boy Records and Death Row only exacerbated the tension and forced former friends to cross all types of lines that rap had yet to see before then.
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4. Jay-Z and Nas
After years of tension and perceived disrespect, Jay-Z and Nas’ early 2000s beef produced two of rap’s biggest diss records, “Takeover” and “Ether,” and simultaneously added to both stars’ classic repertoire of albums and songs. Despite the propensity for violence that existed, both men’s decisions to end their issue and work together represented a rare display of maturity, unlike anything we’d seen at that time for stars of their magnitude.

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3. Ja Rule and 50 Cent
Arguably one of the most influential rap beefs of the early 2000s, 50 Cent’s and Ja’s behind-the-scenes issues spilt onto the national stage when 50 attacked Ja multiple times on his debut album, Get Rich or Die Tryin’. 50’s unrelenting vendetta against Ja and Murder Inc. successfully made him a legend in many eyes and all but erased the stellar run of one of rap’s most influential and successful rap labels. Despite both artists moving on to different endeavours, the beef between them remains one of rap’s most noticeable land mines, going off at least once a year on social media without fail.
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2. Ice Cube and N.W.A
In the eyes of many rap fans including Cube himself, his 1991 diss response “No Vaseline” is arguably the most known and well-crafted. Before rap fans became accustomed to the idea of a 20 v 1 type battle, Cube took it upon himself to diss his former group N.W.A singlehandedly, so much so that they decided not to respond. At the top of his game both critically and commercially, his diss carried the same weight as Jay-Z and Nas with a level of sophistication and execution that has yet to be reached by a diss record since.
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1. Kendrick Lamar and Drake
Much like how Jay-Z and Nas’ beef festered over the years before exploding onto the scene, Kendrick and Drake’s feud following his verse on Big Sean’s “Control” grew, culminating in years of subliminal jabs. Kendrick’s feature on the Future and Metro Boomin’ single, “Like That” forced both sides into the competition and from there, we got more rap disses in a week than we’d ever seen from two competitors. The speed of their releases, rollout strategies and cleverness upped the ante for rap feuds that typically played out over time and showed us the lyrical brilliance of both camps regardless of who you felt was the victor.
Culturally, the response to Kendrick’s song, “Not Like Us” both online and during Kendrick’s Juneteenth concert, continues the communal call-and-response aspect of rap disses that we’ve loved since its inception. In a short amount of time Not Like Us has become a rap anthem and one of the year’s most streamed songs, much like Drake’s Back to Back became a Grammy-nominated song.

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HipHopWired Featured Video

Source: Rebecca Sapp / Getty
In an exclusive interview with Amazon Music’s Phylicia Fant, HipHopWired got to talk about her love of music, her career journey and her motivation.
As Black Music Month is underway, we have an appreciation of the artists who bring us the music that we remember as well as those who’ve worked to support those artists in their careers through their own visionary efforts. Phylicia Fant, who is currently serving as the head of music industry partnerships at Amazon Music, is definitely one of those figures.

Before taking that role the Marietta, Georgia, native forged a sterling career as the former head of urban music at Columbia Records and the vice president of publicity and lifestyle at Warner Records after rising as a public relations genius working with numerous artists including Erykah Badu and Amy Winehouse with her firm, The Purple Agency, in 2008. HipHopWired got the opportunity to speak to Phylicia Fant about the significance of music, the connections, and how it helped her understand and utilize “the pivot” on her career journey.
HipHopWired: What was your first moment of true connection with music? And how did that love direct you to work in the music industry through public relations?
Phylicia Fant: I think true connection always comes from—I won’t say always, but I think if you grew up in the church, then you’re connected to music in the church. That is something that I think when parents are trying to find activities for you to do. My dad is a deacon, and my mom is a deaconess. My great-grandmother on my dad’s side was a pastor, which was rare for females in the South. So music was always kind of in your life. Now, I can’t sing at all. [Laughs] Okay, I will make sure I say that. But you know, they’re always nice to kids.
But what you recognize in those moments is a certain emotion. Even if you’re not the best singer, there’s nothing like that energy where you get up, you sing in front of the church, and they support you, right? It’s that kind of conversation. And then when the soloist comes out, and they bring people to tears, you understand the effects of music in that way. That’s the immersive experience.
My dad played piano as well, so he would have vinyl in my room growing up. And then my first concert was seeing Michael Jackson with my parents. So I’ve always had parents who kind of kept me in different spaces of music and culture, and I think between church, between the vinyl that was placed in my room strategically, which was Marvin Gaye and Stevie Wonder, and the first Sugar Hill Gang record, those are the kinds of ways you will discover music though you may not understand it [then].

What I’ve learned over time is the importance of the pivot and how many times I have pivoted, but at the same time, within those pivots, how I still am true to what I love at my core.
How’s it been so far in your role at Amazon Music in terms of expanding all that the platform has to offer? What challenges and successes have you faced?
I always get nervous with the word challenges, because I think they are more or less about challenges than pushing yourself into a different thought process, right? If you grew up in the label system like I did, then it’s always been very much art as sport, right? So how do I relate to an artist who has to deal with criticism, has to deal with their own personal schedules, their own personal lives? How do I build trust with that artist? So the trust factor kind of leads me into the Amazon conversation in that, while we are a tech company, the principle is to make sure we are making sure the consumer is happy. 
So, the consumer being the person that’s listening to the music, but also the consumer, as I think we expand that definition to the artists and to the people that we collaborate with, to have a symbiotic relationship of how data and music can come together for the greater good of how we expand music for people. So the benefit of me being on this side is, while I am always “artist first” and have been, it’s great for me to know what products are being made to make that experience that much better. And that’s not something I’ve really thought about until I got here, right? You look at it as, “Oh, it’s just streaming.” But then you realize it’s much more than streaming.

How you share music, or how you use music, what technology is, is created for you to be able to have that maximum experience to even think about what it means to actually collect music and create a playlist. I wasn’t thinking about that type of conversation inside a tech company. You just think these things are there. And because they’re there, when you recognize what it takes to get these things off the ground, there becomes a respect for the type of collaboration behind the scenes that makes your music experience seamless.
Source: Paras Griffin / Getty
So that takes me to this next question in terms of your path and being a Black woman who’s carved out such a brilliant path in the industry. For those that are coming up, what’s the most important thing to you that you share with those who inquire about making their own way?
It’s funny because I just got off the phone with one of my mentees, and she was talking about how she loves sports and how she doesn’t know how to get into sports. I said that what I’ve learned over time is the importance of the pivot and how many times I have pivoted, but at the same time, within those pivots, how I still am true to what I love at my core. At the core, I love music. And what you recognize in loving music is that the music extends to different places.
So my career evolved, because I recognize where music could take me. It wasn’t just within the walls of a concert, it was now in the walls of an arena, it was Fashion Week, first row. Taking people like JoJo and Lindsay Lohan to fashion week, when the city was at its peak and living in New York, you recognize different ways to use it to carry you in different spaces. 

And so once you realize that your core passion can also expand those doors, and you don’t see it as a linear situation, then the pivot becomes more fascinating. It doesn’t become easier. But it becomes fascinating in the sense of, “Oh, I can take this thing that I love, I can open up different doors.” I can understand music from a seat perspective and see what it’s like to have a song placed on television.
Because now I understand how music works in film. I understand music works with intelligence. “Oh, I can get this artist’s song played in the stadium, like Lil Nas X, and see how people react. And see this song becomes a chance for Texas Tech before they get ready to play the game because it pumps them up. I can look at who was curating music for fashion shows when I was in New York. So it still stems from music. But music opened doors for me to go into all these different spaces because I recognize music is universal for a reason.
It is Black Music Month, and I couldn’t end this interview without asking you for your favorite artists that we should be checking for if we aren’t already – like what would be on your select playlist?
It’s such a unique thing because I think about – like, I love Andra Day because I think she has a richness. I worked with Amy Winehouse and I think the ability to blend jazz and R&B and all those conversations is great. But I also love Tommy Richmond’s new song “Million Dollar Baby” because I love what the HBCUs and the Divine Nine’s step teams have done with that song and how you can take one song and it becomes a movement and become also a self-esteem booster at the same time. So there’s different artists I think for different reasons, different moods that I really like. I gotta think about that. 
I think that people don’t know this artist named Q live on Columbia Records, who’s R&B. I think Durand [Bernarr], you might know him as a backup vocalist like I do, but his voice is just rich. It’s absolutely phenomenal. I’m really proud of the R&B space, like Muni Long – even though the song became viral on TikTok I like her ability to be bold and kind of say what’s on people’s minds, which is why I think I’m excited about music right now where I think a couple of years ago, I was frustrated because I do think we are looking for our next superstars. 

But, you know, I’m also an old-school girl. Never gonna not want to hear Marvin Gaye and Prince. They inspire me all the time. Those are staples on my playlist as well as Stevie Wonder. It’s just a place to take me to. I love Mariah Carey, you know, I’ll never not love her. So I think it’s that constant lens of past, present, and future, which I think is ironic because of our campaign which is called “Forever The Influence.” And if you think about people like Uncle Charlie [Wilson], who will pop up on a Don Tolliver record, who I also love. So I think it will always be a combination of past, present, and future, and I’m excited about the future, but these are the artists that have stuck out to me.