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Even though there are plenty of hip hop purists that want to separate trap from rap, they will always be connected as trap is a sub-genre of rap. Trap music started to gain traction in the early 90s in Southern America; the signifiers of the trap style became an aggressive sound, and equally as aggressive lyrics which primarily focused on drug dealing and drug use.

Instrumentally, trap separated itself from hip hop with heavier basslines, faster time signatures, prominent 808s, layered synths, and for the more experimental trap artists, cinematic strings. Lyrically, trap artists were even more visceral in their rap bars about the inescapable gang and drug lifestyles (hence, trap) than the original gangster rappers. Atlanta became the capital of trap, while Ghetto Mafia, Goodie Mob, Outkast, Dungeon Family and Cool Breeze became the pioneers.

A decade after the inception of trap, artists such as Gucci Mane, 2 Chainz, Triple 6 Mafia and Young Jeezy started pushing the genre even further and allowing it to branch out into the diverse scene that it is today. Producers also had a pivotal role in the evolution of trap; the likes of Drumma Boy, Shawty Redd and Mike WiLL contributed to the contemporary trap sound that incorporates a dark atmosphere, street culture and a hard-hitting high-octane sound. At the turn of the century, trap not only dominated the airwaves, but it also became commonplace in strip clubs in the south too.

The first wave of trap broke into the mainstream in 2003 with the release of T.I.’s second studio album; it sold over 2 million copies and T.I. received a sync deal with EA sports. After his success, T.I. explained the motivation behind his career; to help people understand the actions of people that come from a less privileged side of life. A similar ethos is carried by the new generation of trap artists who are often misbranded as brash or crass when really, their music is reflective of their lives. In 2005, Young Jeezy entered the US Billboard Charts at number 2 after selling 172,000 copies of his album, Let’s Get It: Thug Motivation 101, in the week after its release. It later became a platinum record.

Fast forward to 2012; the trap scene started to merge with the EDM scene as producers and DJs started to weave trap styles into their dance mixes. Many are under the false impression that this was the beginning for trap, and it came along as some new millennial trend, but this is far from the case. In 2021, there are multiple trap sub-genres, even ones as far-reaching as trap metal. The most promising trappers to watch include the likes of Rico Nasty, Nayana Iz, Lil Uzi Vert and Waka Flaka Flame.

Shadowed Heights: Ikechi Onyenaka Unpacks the Solitude of Success in his Neo-Trap Single, ‘Eclipse’

Posted on 7 May 2024

Ikechi Onyenaka’s latest single, ‘Eclipse,’ delivers an avant-garde blend of saxophone-laden jazz and sharp trap rhythms, underpinned by the emotional richness of neo-soul. This intrinsically authentic release evolves with each soulful progression, compelling listeners to groove along with Onyenaka’s reflective journey. Through ‘Eclipse,’ he explores the seldom-discussed loneliness accompanying success, challenging the enviable facade often associated with prosperity.

In ‘Eclipse,’ Onyenaka’s artistic versatility shines as he oscillates between rap verses and neo-soul vocal spills, each dripping with unfiltered emotion. The heavy bass and ambient synths create a nostalgic backdrop reminiscent of 90’s neo-soul, while the alto saxophone commands attention, weaving through the composition with soul-stirring authority.

By portraying the stark reality of success through the upbeat, genre-melding soundscape of neo-trap, Onyenaka not only rips up the clichéd narrative of an effortless life at the top but also emphasises the fundamental human need for connection.

Eclipse hit the airwaves on May 3rd, stream the single here now.

Review by Amelia Vandergast

Chill Hop meets RnB Dream Pop in Eth4n’s emotion-driven release, Daisy

Posted on 23 April 2024

Driven by emotion and experimental innovation, the standout single, Daisy, from Eth4n’s debut EP, Inerrata, is a hazily melodic installation of aural hypnosis that demands you submit to the catharsis from the first note.

With saturated in delay guitars giving the seminal release a vintage tape deck recording feel and the mellow electronic elements rounding out the RnB dream pop/chill hop hybrid instrumentals, Daisy unravels as an intoxicatingly artful release.

By borrowing the serene dream pop timbres of AIKA’s vocal harmonies, the bitter-sweet exploration of how affection gives us a temporary lust for life strikes all the right evocative chords, especially when Eth4n’s effect-laden pseudo-trap vocals enter the mix and inject swathes of dynamism into the vignette of tentative idiosyncratic affection.

The Australian-born, London-based experimentalist may pull inspiration from the likes of Frank Ocean and JPEGMafia, but rather than assimilating their styles, he runs with the influence into brand-new sonic territory that you’ll be compelled to join him in every time you need sanctuary.

Stream Eth4n’s Inerrata EP on Spotify now.

Review by Amelia Vandergast

Brikcs shattered boundaries and entered innovation’s nirvana with ‘King’

Posted on 17 April 2024

Brikcs, a visionary from the ethereal edges of music’s evolving landscape, delivered a profound auditory experience in his latest single, King. With a foundation laid by a Mogwai-meets-Portishead neo-classic intro of eloquent keys and phantasmically distorted vocal notes, the track boldly transitions into the dark territories of trap. If you went down the rabbit hole and instead of finding wonderland you entered innovation’s nirvana and met your demons, your trip would come a close visceral second to hitting play on King.

The artistic juxtaposition in King — between harsh, ensnaring bars and the enduring non-lexical harmonies that echo the transcendent terrain of Sigur Rós — crafts a captivating portal to an aural realm defined by authenticity. The single thrives on a blend of ornate classical notes and reverberating electronic effects, creating an installation of unparalleled emotional intensity.

The lyrical assertion of autonomy challenges listeners to disintegrate preconceived labels with every bar dropped. Acting as a nod to how the world attempts to shape us into archetypes, Brikcs resists them all, violently shaking them into the ether of this masterpiece.

Brikcs, an Icelandic multi-instrumentalist now based in Copenhagen, eschews easy classification, melding the raw energy of underground clubs with the refined grandeur of opera houses. King encapsulates his complex musical journey through haunting pianos, ethereal vocals, cerebral rap, and an electro-orchestral crescendo.

Accompanied by an experimental short film, directed by Vasco Alexandre and shot at ARKEN Museum of Modern Art, the track is not only a music release but a cinematic event, currently making waves in film festivals worldwide.

King was officially released on March 22nd; stream the single on Spotify.

Review by Amelia Vandergast

Groove and soul intertwined in Ceesa’s hip-hop debut, Special

Posted on 28 March 2024

Ceesa, an emerging talent from Tifton, Georgia, made an unmissable entry into the hip-hop arena with his single ‘Special’, a track that resonates with the rhythm and soul of hip-hop and showcases his unique flair and potential.

‘Special’ opens with an intro that blurs the lines between genres, featuring female backing vocals that are as powerful as they are emotive, layered over gentle melodies reminiscent of progressive house. This fusion sets the stage for what is a genre-bending experience. Ceesa then takes the reins, proving himself as Georgia’s new flow king. His verses are crafted with a finesse that allows the emotions to resonate deeply, making listeners feel the love in this song as if it were their own.

The seamless blend of trap beats with Latin RnB guitars creates a soundscape that captures the irreplicable bliss of being seen as though the other 8.1 billion people in the world fade away. Ceesa’s debut, infused with personal emotion and stylistic innovation, is a testament to his talent and a hint at his promising future in the music industry. For fans of Yvng.Wolfe, KingTrey, and Ivory Scott, ‘Special’ is a must-listen.

Special hit the airwaves on March 12th; stream the single on Spotify.

Review by Amelia Vandergast

JMP tore through the façade of fallacy with their latest rap track, Don’t Lie, featuring Zinc and Sofia Kafas

Posted on 23 March 2024
https://spotify.link/QgiVqnqW0Hb

JMP’s latest feat of genre-fluid alchemy, “Don’t Lie,” featuring Zinc and Sofia Kafas, seamlessly fuses trap beats into a melodiously mellow atmosphere. As the lush reverb ebbs and flows, it envelops the listener in a rhythmic embrace, guided by the unique chemistry each vocalist brings to the track.

Sofia Kafas’s soulful voice adds a layer of depth and emotion, contrasting with the grit of the grime-y bars. Their harmonies paint a vivid picture of the narrative at the heart of the song – the detriments of deception. What truly sets “Don’t Lie” apart is its cultural richness; the bilingual verses shatter the monocultural mould, adding an exotic twist to the RnB lyrical rhythms.

Don’t Lie was unveiled as one of JMP’s most dynamic releases to date. The trio of contributors, each with their distinct style, unite under the theme of sincerity and truth. The result is a compelling track that resonates on multiple levels and is a reminder of rap’s capacity for storytelling and emotional depth, making it a standout release in JMP’s repertoire.

Don’t Lie was officially released on February 26th; stream the single on Spotify.

Review by Amelia Vandergast

AR Jiggy followed a vibe into unchartered new wave hip-hop waters with ‘4U’

Posted on 21 March 2024

No one rides the new wave of hip-hop smoother than AR Jiggy, as exhibited through the hypersonically hot standout single, 4U, from his new LP, Ratchet Melodic 2, which strangely enough, delivers everything it says on the tin. The scintillating synths mimic the twilight as they glisten in the melodiously wavy production that will instantly get you in the genre-fluid groove of the synthesis of hip-hop, pop, and RnB.

Instead of ticking all the right hip-hop boxes with this seminal release and pandering to antiquated parameters, the East London rapper and singer followed a vibe into unchartered waters and ensured any urban innovation seekers would want to take the plunge time after time. From the precision in his sharp lyrically rhythmic hooks to the instrumental odyssey AR Jiggy puts before you in his tracks, there’s no refuting that he has exactly what it takes to hold dominion over the hip-hop domain in London and beyond.

Ratchet Melodic 2 was officially released on February 15th; stream it in full on Spotify now.

Review by Amelia Vandergast

Benzluene reached the top of the trap-metal game with ‘Away’

Posted on 11 March 2024

Benzluene’s latest single ‘Away‘ is an intoxicating synthesis of emo, trap, industrial metal and post-grunge which allows agony to oscillate through the rhythmically seductive atmosphere that descends to the same murky depths as Deftones while bringing in the future of trap metal.

The production, a collaborative effort by flower and @fluffysome, is a masterclass in genre-fluid experimentation; dark, intrepid, visceral, and cutting – ‘Away’ is an auditory exploration of emotional extremes. The sludgy hooks and the constant shifts in vocal style and tone amplify the impact of the lyrics, making each word hit with the force of a bruise.

Benzluene’s vox cruise between softly relayed harmonies and visceral screams, dampened by layers of effects, maintaining a euphonic quality even at their most strident, ensuring the intensity is always delivered in swathes of catharsis.

Even the most eloquent people struggle to relay the pain of a disintegrating relationship, but through the sonic visualisations, that almost primal pain becomes universally understood. ‘Away’ stands as an allegory of agony, expressed through a piercingly unique sonic signature, which cuts to the core of the emotion.

If you cut Away open, you would reveal the anatomy of an alt-rock earworm. It’s a Tour De Force that will resonate with fans of trap metal and beyond.

Stream Away on SoundCloud now.

Review by Amelia Vandergast

London’s HBEEE played by his own rules in his viral rap track, Game Over

Posted on 7 March 2024

After teaming up with director Mani J for the official music video for his latest hit, Game Over, one of the hottest UK rappers, HBEEE racked up over 312k streams in the space of a month; the grime track is more than worth the viral hype.

If you can’t stand the superficiality of fake beauty, know how it feels to always have your walls up and live knowing that no one will ever understand the complexities that lie beneath your persona, Game Over will leave you vindicated by the volition.

With a lyrical intellect that rivals George the Poet’s, the hook-rife release will leave you ensnared from the first hit; the contrast between the warm, intricate and melodic instrumentals and female backing vox with HBEEE’s razor-sharp-with-grit cadence, it’s impossible not to be affected by the authentically stylised ingenuity in Game Over.

Stream the official music video on the GRM Daily YouTube channel now.

Review by Amelia Vandergast

IzzyG spits fire with irresistible swagger in her RnB Hip-Hop hit, All My Heart

Posted on 17 February 2024

IzzyG, the 24-year-old firebrand from Gateshead, now dominating West London’s music scene, has dropped her latest single ‘All My Heart‘ – a track that doesn’t just push boundaries; it obliterates them. This isn’t your run-of-the-mill RnB track; it’s a gritty, raw, and unapologetic anthem that resonates with the pulse of the streets and anyone who has suffered through the fuckboy era of dating.

From busking the cold corners of Newcastle with sultry covers to crafting this audacious blend of RnB, hip-hop, and soul, IzzyG’s journey is etched into every beat of ‘All My Heart’. Her vocals which spit fire with irresistible swagger, are a fierce mix of rap verses and pop harmonies, are a testament to her versatility.

The track itself is a sonic powerhouse, a slick fusion of snappy trap beats and RnB melodies that hit hard enough to leave a mark. IzzyG’s lyrics are a no-holds-barred exploration of love’s battleground, where vulnerability and strength collide. She’s not playing the game; she’s rewriting the rules, with a voice that carries the echoes of jazz legends and the bite of Nicki Minaj and Cardi B.

Drawing inspiration from the likes of Amy Winehouse and Ella Fitzgerald, IzzyG adds a touch of vintage seduction to her sound. But make no mistake, ‘All My Heart’ is fiercely contemporary. It’s a track that doesn’t just get under your skin; it courses through your veins.

Stream the official music video for All My Heart via YouTube.

Review by Amelia Vandergast

I AM Cricchi shared how he became a conduit of hope through his eclectically authentic discography in an exclusive interview with A&R Factory

Posted on 10 February 2024

Born in southern Maryland and now based in Texas, Tyler Cricchi, known as I AM Cricchi, presents a compelling narrative in the music world. His journey, transitioning from a typical suburban childhood to grappling with substance abuse in his teenage years, underscores the stark realities that shape his music.

With his vast, eclectic and always raw discography, Cricchi has independently charted multiple times, showcasing his ability to blend genres from hip-hop to country. His music is characterised by its authentic lyrics and versatile delivery, resonating with a wide audience.  In this interview with A&R Factory, we delve into the world of I AM Cricchi, exploring his journey from personal struggles to musical achievements.

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I AM Cricchi, welcome to A&R Factory! We’d love to know a little more about your most recent release, Weighted To Breathe featuring Caskey. What’s the story behind the single?

“Weighted To Breathe was written at a time when I wasn’t sure if I was doing the right thing chasing my dream in music, most regular people usually call it or consider a dream as such, ‘crazy’. The purpose behind this record was to remind myself and anyone else in a similar spot that if we waited or chose to give up, we’d be right back where we were, at a place where most wouldn’t want to be. Some might say at rock bottom. It quickly became one of the biggest solo songs of my career and shortly after I was blessed with the opportunity of having Caskey feature on it. That really proved my point and made everything come full circle because an artist with a much bigger influence and resume thought it was as dope as I did! NEVER GIVE UP!!”

Your upcoming project, The Road Back, talks about overcoming addiction; can you tell us more about the project and the inspiration behind the release?

“Addiction is a topic I hold close to my heart. I personally have been through the depths of hell while abusing drugs and running through the streets. This was my first project with The Lotto Tribe, and I wanted to make sure it was very special because I recognized that they believed in me, similar to the way I believe in myself. I reached out to a hometown producer Tilli Mack and told him I needed something to spill my pain on and thus this record was birthed. The writing aspect of it for me was just a matter of putting myself in the mindset of not ever wanting to go back to my old life. That’s why I’m so inspired after breaking away from it because I never want to go back to that life I used to be, stuck, in. In other words, I wanted it to be the music I wished I had when I was broken and hopeless

More than anything I wanted to create something that could save someone’s life or make a change for someone in a dark time and for me that’s what all this is about. The road back is never easy, but I hope this record gives someone, anyone, hope. It releases on May 3rd, 2024, worldwide, on the first Friday of National Mental Health Awareness month and is supported by the organization, To Write Love On Her Arms which supports mental health.”

How do your most recent releases compare to your past projects like; No Time, Runnin A Lot, I Gotta Grow, and Say Less Do More?

“I definitely don’t fit in any box. I make a variety of genres and I’m always exploring new sounds. The music I write is always dependent on the moment I’m in. Sometimes I’m happy and sometimes I’m not but that’s life and that’s what I put in my music. I don’t over-exaggerate or attempt to portray anything, I’m just me. If there is one thing that ties every song to the next it’s the authenticity of my story. Every song and every word was lived, meant and felt by me. In the end though, all my music is for everyone and anyone. I just want to bring awareness to my story, and my life and give others hope.”

How did you get into music, and where has your creative journey taken you?

“I got into music before I can even remember. My father is what I would call a “beast” on the guitar and loves to play. My dad worked a 9 to 5 for more years than I had been alive, and I never saw the same happiness he had when he was holding that guitar. That put a spark in me. It made me feel that maybe music was where he belonged, but he never tried or never could take the chance to be truly one with.

The ability to write started with my love for poetry in 2nd grade and continued through middle school. It wasn’t until I was in a juvenile youth center that I started to experiment with trying to rap on beats or write with a specific sound in mind. After that, writing music kept me alive through years and years of addiction and depression, almost daily wondering if I should live. It wasn’t until 5 years ago when I got sober that I started to clearly see the vision. Since then, I have hit the iTunes Charts twice independently. I’ve accumulated over a quarter million streams in 2023. I’ve done songs with legends such as Blind Fury, Caskey, Merkules, and many other amazing artists. Most of all I’ve been finding myself along the way and that’s something special to my heart.”

What role has the indie label The Lotto Tribe played in your career?

“That’s a chapter of my life that is just getting started, but something I’m really looking forward to. So far, it’s been nothing but love and solid continuous guidance from them. They continue to bring me confidence and opportunity. They have helped me align contracts with many industry partners and continue to put my name in the right places for growth. I genuinely appreciate them for their work so far and again, I’m very excited to see what the future holds with The Lotto Tribe!”

Which artists inspire you the most, and is there anything else that inspires you to create?

“Artist-wise, I’d say Caskey, Jelly Roll and LaRussell give me the most inspiration currently. The hustle and the constant innovation are something I respect and appreciate from all of them.

I’m inspired by different people at different times, but I often pull my inspiration from my own life. Whatever I’m feeling or whatever I’m dealing with at that moment is what I write about. Music is a way to cope and a safe space for me, so emotions often drive it. I’ll often base the lyrics, beat cadence and melodies off of just how I feel in the moment. Music is something that makes me feel alive and through it, I’ll continue to try my best to be my best.”

Can you tell us a little about your global distribution deal with Memphis’ Select-O-Hits? and being attached to The Orchard?

“This is another chapter of my journey that’s just getting started! Johnny Phillips has been extremely helpful in getting me set up over there at Select-O-Hits and I genuinely look forward to our future years together. They’re very well known from the days of his father Tom and uncle, Sam who founded Sun Records. They’ve also been influential in distributing Memphis hip-hop legends Three 6 Mafia and Lil Wyte. Even Jellyroll had projects through them in his early career. I’m just happy to be here in the now and be a part of something with such a history!”

What else is in the pipeline for you?

“This year will be my greatest yet. My biggest news so far this year will be the full rollout release for the single project with The Lotto Tribe, “The Road Back”. It’s one of my most meaningful pieces to date and I can’t wait to share it with the world. We also have shows lined up across the country including a SXSW visit here in Austin, Texas. I plan on dropping multiple singles and a possible full album once the vibe and timing feels right! There will also be more collaborations, big features and visuals but you’ll just have to follow me and wait to see what things I have in store! This is just the start for me.”

Stream I AM Cricchi on Spotify and discover more about the artist here.

Interview by Amelia Vandergast