by Jonathan P-Wright | Jul 11, 2025 | Latest |
Photo by Franki Chamaki on Unsplash
Kroger, one of the largest supermarket chains across the United States, has recently come under intense scrutiny after a TikTok video featuring its Juneteenth-themed desserts from an Atlanta location went viral, sparking widespread criticism. The desserts, especially cookie cakes decorated with the phrase “Free @ Last,” a reference to Dr. Martin Luther King Jr.’s famous “I Have a Dream” speech, were widely seen as poorly designed and culturally insensitive. This incident has reignited a broader dialogue about how large corporations approach holidays commemorating Black history and the pitfalls of performative allyship.
The Viral Video That Ignited the Backlash
The controversy began just before Juneteenth, when TikTok user blaq monalisa uploaded a video highlighting the lackluster efforts by her local Kroger bakery to honor the holiday. In her clip, which has since garnered over 12 million views, she expresses disbelief and frustration at the subpar quality of the desserts. “This is some bulls**t,” she says bluntly, contrasting the attention Kroger pays to other holiday desserts with what she perceives as an afterthought for Juneteenth.
The video shows shelves filled with cookie cakes that appear hastily decorated with uneven and off-center lettering. One cake simply read “FREE,” while another carried a seemingly misplaced “Congratulations” sticker. The most widely discussed item, the “Free @ Last” cake, was intended as a tribute but instead was viewed by many as trivializing a significant cultural moment.
Social Media Reacts With Outrage and Sarcasm
The response across social media platforms was swift and overwhelmingly negative. Thousands of people voiced their disappointment, frustration, and disbelief. Many argued that Kroger would have been better off ignoring the holiday entirely than releasing what they considered lazy and disrespectful products.
One commentator quipped that the cakes resembled “welcome home” treats for inmates, while others called the effort “diabolical” or “insulting.” Many highlighted the fact that Juneteenth marks a solemn occasion commemorating the end of slavery in America, making the lack of thoughtfulness in these desserts all the more egregious.
This episode is not an isolated one. Over recent years, corporations have repeatedly faced criticism for their mishandling of Juneteenth celebrations. For example, Walmart drew backlash for selling Juneteenth-themed ice cream and watermelon-flavored cakes, which many felt perpetuated harmful stereotypes and failed to show genuine respect for the holiday.
The Historical Significance of Juneteenth
Understanding why this controversy struck a nerve requires recognizing the deep importance of Juneteenth. The holiday commemorates June 19, 1865, when Union soldiers arrived in Galveston, Texas, to announce the emancipation of enslaved Black people—over two years after President Abraham Lincoln signed the Emancipation Proclamation.
Juneteenth symbolizes both the triumph of freedom and the persistence of racial injustice. For many Black Americans, it is a day of remembrance, reflection, and celebration of resilience. Given this profound significance, corporate gestures honoring Juneteenth demand thoughtful, culturally aware execution rather than superficial marketing.
Kroger’s Official Response
Following the viral video and subsequent uproar, Kroger issued a statement to Fox News acknowledging the problem and distancing the company from the decisions at the store level. A spokesperson said, “The cakes and cookies that were featured in the video were inconsistent with our provided guidance and not of the quality we would expect to see from our stores.”
They confirmed that the products in question had been removed and that the matter was addressed with both the store team and the customer who posted the video. However, many critics felt the statement fell short by not including a direct apology or outlining steps Kroger would take to prevent similar missteps in the future.
Corporate America’s Ongoing Struggle With Cultural Sensitivity
Kroger’s incident is symptomatic of a broader issue: corporations frequently struggle to genuinely engage with culturally significant holidays. Their efforts often fall into performative allyship—a superficial display of solidarity designed more to protect brand image than to meaningfully honor the communities involved.
In 2022, Walmart’s release of Juneteenth ice cream flavor swirled with red velvet and cheesecake sparked backlash and was eventually pulled from shelves. Critics accused the company of commodifying a painful history for profit.
Experts emphasize the difference between acknowledging a holiday and fully understanding its emotional and historical context. Historian Marcus Allen notes, “Brands need to move beyond surface-level gestures and engage in authentic, ongoing relationships with the communities they claim to serve.”
How Could Kroger Have Done Better?
Many voices in the conversation suggest that Kroger’s blunder could have been avoided through more inclusive planning processes. Involving Black employees, cultural consultants, or local community leaders in the creation and approval of Juneteenth displays would likely have produced more thoughtful and respectful results.
Some recommendations include:
- Donating a portion of profits from Juneteenth merchandise to organizations advancing racial justice.
- Highlighting and supporting Black-owned brands and vendors during June.
- Creating educational materials that inform customers about Juneteenth’s history.
- Hosting community events that elevate Black voices and culture.
Such efforts require more time and care than simply decorating cookie cakes with hastily written slogans but have a far greater impact on building trust and showing genuine respect.
The Importance of Authentic Representation
As consumer awareness grows, brands face increasing pressure to go beyond marketing optics. Authenticity and meaningful representation have become non-negotiable. A single misstep, like Kroger’s “Free @ Last” cake, can quickly escalate into a national controversy, damaging credibility.
This reality underscores the importance of diversity in leadership and marketing teams. Authentic celebration of cultural milestones comes from understanding lived experiences, not from last-minute product ideas.
Conclusion: Learning From Mistake
Kroger’s Juneteenth cake controversy serves as a cautionary tale for corporations everywhere. It illustrates how easily good intentions can be undermined by poor execution and the failure to prioritize cultural sensitivity.
The path forward for companies hoping to honor Black history and culture is clear: listen actively, involve community voices, commit to education, and act with genuine respect.
Only then can they hope to transform symbolic gestures into meaningful celebrations that honor the weight and dignity of days like Juneteenth.
by Laghe Andrews | Jun 13, 2025 | Latest, Music News, New Music Alert |
Photo by KOBU Agency on Unsplash
After more than 15 years of silence as a duo, Clipse—made up of brothers Pusha T and Malice—is finally breaking their musical hiatus. The Virginia-bred rap pair is gearing up to release a brand-new album titled Let God Sort ‘Em Out, marking a highly anticipated reunion that has been years in the making.
The official announcement came on Thursday, May 29, shaking the hip-hop world to its core. The iconic duo not only revealed the album’s title but also confirmed its release date: July 11. To make the announcement even more thrilling, Clipse dropped their lead single, “Ace Trumpets,” at midnight. Produced by the legendary Pharrell Williams, the track is already stirring up buzz across streaming platforms.
This album marks Clipse’s fourth official studio release and follows a long period of speculation, surprise appearances, and hints dropped over the years. Their return is not just a musical event; it’s a cultural moment loaded with nostalgia, reinvention, and legacy.
The Power of Reunion: Clipse & Pharrell Reunite
One of the most electrifying aspects of this release is the return of Pharrell Williams as producer. As one-half of The Neptunes, Pharrell was instrumental in crafting the sound that made Clipse a household name in the early 2000s. His work on Lord Willin’ and Hell Hath No Fury helped define the gritty, minimalist sonic landscape that became synonymous with the group.
With Pharrell back at the helm, Let God Sort ‘Em Out promises to tap into that same raw, authentic energy while also evolving to meet the moment. Pharrell’s production style, always ahead of the curve, brings a fusion of classic Neptunes grooves and modern innovation. Early listens of “Ace Trumpets” suggest a return to form that stays true to Clipse’s roots while pushing their sound into new territory.
Exclusive Merch and Strategic Rollout
The rollout for this album is already signaling a broader cultural play. Fans can now pre-order the album in multiple formats, including vinyl LP, CD, and digital download. Pre-orders are available via the official site LetGodSortEmOut.com and at the Complex Shop.
Alongside the music, a limited-edition line of merchandise has launched, featuring visual direction from renowned artist KAWS. Known for his iconic characters and contributions to the worlds of fine art and fashion, KAWS lends a fresh visual identity to the Clipse comeback. The merchandise includes exclusive apparel and collectibles, making this not just an auditory experience but a lifestyle drop.
And that’s not all. The team behind Let God Sort ‘Em Out has hinted at even more collaborations with heavyweights in the streetwear and design industries. This strategic move positions Clipse not just as artists, but as brand architects navigating the intersection of music, art, and culture.
The Journey Back: Building the Hype Over Time
This reunion didn’t happen overnight. Fans who have been closely following Clipse know the signs have been there. Back in 2022, Malice made a surprise appearance alongside Pusha T at the BET Hip-Hop Awards, reigniting hopes that the brothers might collaborate again. That moment sent social media into a frenzy, with speculation swirling about a full-scale reunion.
The momentum continued into 2023 when Clipse performed together at Pharrell’s Something in the Water Festival. Their chemistry on stage was undeniable, and the crowd’s reaction only amplified the demand for a new project.
In more recent months, Clipse has been strategically inserting themselves into the fashion and cultural zeitgeist. They appeared together at the Louis Vuitton Spring/Summer 2025 runway show—a showcase directed by Pharrell himself. Rumors of an upcoming collaboration with John Legend further fueled speculation. Every appearance, every whisper, added fuel to the fire, building a crescendo that has now exploded into the official album announcement.
Dual Journeys: Where Pusha T and Malice Have Been
To understand why this album matters so much, it’s important to look at where the Clipse brothers have been over the last decade and a half. After releasing Til the Casket Drops in 2009, the duo went in different directions—both creatively and personally.
Pusha T embarked on a successful solo career under Kanye West’s G.O.O.D. Music label. His solo discography, including Daytona and It’s Almost Dry, has earned critical acclaim for its sharp lyricism, minimalistic production, and thematic consistency centered around street narratives and introspection. Pusha cemented his place as one of hip-hop’s most revered wordsmiths.
Meanwhile, Malice underwent a profound personal transformation. He changed his name to No Malice and turned to Christian rap, focusing on themes of redemption, faith, and moral reflection. His solo work took on a more spiritual tone, reflecting his changed worldview. For many fans, this shift seemed to signal the end of Clipse as a unit.
That’s why Let God Sort ‘Em Out carries such weight. It represents not just a musical reunion, but a reconciliation of personal evolution. Two artists who took divergent paths are coming back together—bringing with them a depth of experience, a maturity, and a renewed artistic vision.
Backed by the Best: Roc Nation & High-Caliber Creative Team
Clipse’s new era is fortified by the backing of Roc Nation, the influential entertainment agency founded by Jay-Z. Roc Nation will handle marketing and distribution for the album, ensuring that the project receives a high-profile rollout in both digital and physical spaces.
This strategic partnership signifies Clipse’s intention to return not just with quality music, but with the infrastructure and resources to make a significant impact. It also suggests a savvy understanding of how modern music marketing works—from playlisting to experiential branding to cross-platform storytelling.
Add to that the creative input of Pharrell and KAWS, and you have a team that blends sonic mastery, cultural relevance, and artistic credibility. It’s a dream team assembled for a comeback that’s anything but ordinary.
The Cultural and Musical Landscape
The hip-hop world Clipse is returning to is vastly different from the one they left. In the 2000s, lyricism, storytelling, and street authenticity were paramount. Today’s landscape is more diversified—dominated by streaming metrics, viral moments, and evolving subgenres.
Yet, in many ways, Clipse’s return feels perfectly timed. There’s a growing appetite for substance in hip-hop. Artists like Kendrick Lamar, J. Cole, and Griselda have proven that lyrical dexterity and authentic storytelling still resonate deeply with audiences. In this climate, Clipse isn’t an outlier—they’re a necessary return to form.
Moreover, the duo’s influence has only grown in their absence. Their unique blend of street realism, philosophical undertones, and avant-garde production has inspired a new generation of rappers and producers. Their return is likely to both challenge and elevate the current state of the genre.
What to Expect From the Album
While full details of the album’s tracklist remain under wraps, “Ace Trumpets” offers some clues. The track combines haunting instrumentation with punchy lyricism and layered meaning—all hallmarks of classic Clipse. Fans can expect themes of morality, survival, street economics, and personal growth, all delivered with the precision and intensity that have defined the duo’s sound.
Given the involvement of Pharrell and the duo’s new perspectives, the album is also likely to experiment with new sonic textures and thematic angles. It’s not just about recreating the past; it’s about reinterpreting it for the present.
Final Thoughts: A Legacy Reawakened
Let God Sort ‘Em Out is more than an album. It’s a cultural reawakening, a bridging of eras, and a statement about the enduring power of authenticity in music. For longtime fans, it’s a dream realized. For new listeners, it’s an invitation to experience the power of masterful storytelling.
Clipse isn’t just coming back—they’re reasserting their place at the top of hip-hop’s lyrical elite. July 11 marks the beginning of a new chapter, but also the continuation of a legacy that never truly went away.
In a world increasingly dominated by fleeting trends, Clipse is offering something rare: a moment of permanence, crafted with intention, and driven by artistry. And as the album title suggests, they’re leaving the judgment to a higher power. All we have to do is listen.
by Waqar | Mar 21, 2025 | Uncategorized |
Photo by Joel Muniz on Unsplash
Playboi Carti, one of the most enigmatic and influential figures in modern music, has finally unveiled his long-awaited album, solidifying his artistic identity with a bold declaration—I AM MUSIC.
After years of teasing fans with cryptic messages, unpredictable social media activity, and an unconventional approach to releases, the Atlanta-born rapper has returned with a follow-up to Whole Lotta Red (WLR). This album is not just another addition to his discography but a defining statement that cements his legacy in the industry.
With a uniquely chaotic energy, Playboi Carti has carved out a space that transcends traditional hip-hop. His music is not just rap—it’s an experience, a subculture, a lifestyle. And with this new release, he isn’t just offering fans another album; he’s declaring his supremacy as an artist whose influence shapes an entire generation.
The Wait is Over
For years, fans have been eagerly awaiting new material from Playboi Carti. Following the release of Whole Lotta Red in December 2020, the rapper went relatively silent, except for sporadic leaks and snippets that sent his fanbase into a frenzy. With no clear release date in sight and an aura of mystery surrounding his creative process, Carti built up anticipation in a way only he could—through silence, unpredictability, and a carefully curated persona of mystique.
Rumors of new music circulated for months, with fans dissecting every hint, every cryptic social media post, and every rare public appearance. Would it be a Whole Lotta Red deluxe edition? A completely new project? No one knew for sure.
But now, the wait is finally over. Playboi Carti has delivered an album that crashes through all expectations and arrives with a force that demands attention.
If there’s one thing Playboi Carti knows how to do, it’s curate an unforgettable sonic experience. His new album boasts an impressive lineup of guest appearances, featuring some of the biggest names in the industry such as Travis Scott, The Weekned, Skepta and Kendrick Lamar just to name a few.
With such a diverse array of artists contributing to the album, I AM MUSIC (or simply MUSIC, as listed on streaming services) becomes more than just a rap album—it’s a genre-blending masterpiece that showcases the fluidity of modern music.
The Album’s Name: A Statement of Power
While the album is officially listed under the title MUSIC, its cover art features an overlaid font reading I AM MUSIC, a phrase that carries a profound meaning.
Carti’s choice to make such a bold statement isn’t accidental. He has often been regarded as a trendsetter, with a musical style that continues to evolve and redefine what rap can be. His influence is undeniable—his unique delivery, ad-lib-heavy flows, and punk-rock-inspired aesthetics have birthed an entirely new wave of artists attempting to replicate his signature sound.
Back in 2022, Carti spoke about the album while it was still in progress, hinting that it would be his most personal and impactful project yet. Now that it’s here, it’s clear that he wasn’t exaggerating. MUSIC isn’t just a collection of songs—it’s a manifesto.
The Build-Up and Unique Marketing Strategy
In the days leading up to the album’s release, Carti took a highly unconventional approach to marketing. Rather than relying on traditional rollouts with single releases and promotional interviews, he let the anticipation build organically.
One of the most notable pre-release moments came through Carti’s use of Blackhaine, a UK-based experimental artist known for his aggressive spoken-word style. Blackhaine was tasked with delivering shouted announcements about the album, further adding to the chaotic and unpredictable nature of the release.
Streaming giant Spotify also played a role in amplifying the hype, sharing a cryptic video with the caption, “Have faith.” Fans interpreted this as a sign that MUSIC was about to drop, and sure enough, the album arrived in a fashion that was both expected and unexpected—exactly the way Playboi Carti operates.
A Cultural Phenomenon, Not Just an Album
Playboi Carti has never been an artist bound by industry norms. He doesn’t follow trends—he sets them.
With MUSIC, he reaffirms his place at the forefront of the culture, embracing his role as a musical chameleon who can adapt, evolve, and disrupt the status quo at will. His influence extends beyond just music—his aesthetic choices, from avant-garde fashion to distorted album covers, continue to inspire artists across multiple disciplines.
For longtime fans, this release is a validation of Carti’s enduring star power. For newcomers, it’s a perfect entry point into the world of an artist who refuses to be confined by labels.
Headlining Rolling Loud California: The Next Big Moment
The album’s release is only the beginning. Fans won’t have to wait long to see Playboi Carti bring MUSIC to life on stage.
Carti is set to headline Rolling Loud California this weekend, and given his history of high-energy, unpredictable performances, expectations are sky-high.
Those who witnessed his Rolling Loud Miami performance last year will remember a moment that felt almost prophetic. Before launching into his feature on Ye and Ty Dolla Sign’s Grammy-nominated hit Carnival, Carti told the crowd:
“Every song I’m on is my song.”
It was a bold statement that reflects how he sees his artistry. Carti doesn’t just contribute to music—he is the music. Every song he touches is infused with his unmistakable energy, making it uniquely his, regardless of who else is on the track.
With MUSIC out now and his Rolling Loud performance just around the corner, Carti is poised to deliver yet another unforgettable cultural moment.
A Legacy That Continues to Grow
Playboi Carti’s impact on the music industry is impossible to ignore. From his early days with Die Lit to the game-changing Whole Lotta Red, he has continuously defied expectations and pushed the boundaries of what hip-hop can be.
With MUSIC, he takes his artistry to the next level, proving once again that he is in a league of his own. This album isn’t just about proving doubters wrong—it’s about solidifying a legacy that will be studied, analyzed, and celebrated for years to come.
So, whether you’re a longtime fan or a newcomer just discovering the world of Playboi Carti, one thing is certain: you’re witnessing history in the making.
Stream MUSIC now on Apple Music, Spotify, Tidal, and YouTube, and experience the evolution of an artist who truly is music.
by Jonathan P-Wright | Feb 21, 2025 | Latest, Music News, New Music Alert |
The hip-hop world is abuzz with excitement as rising stars GloRilla and Latto join forces in their latest music video, “Procedure.” This visually stunning collaboration pays tribute to the iconic 1996 crime drama “Set It Off,” showcasing the artists’ creativity and their ability to blend contemporary music with classic film references. The video, directed by the renowned Benny Boom, has quickly become a talking point in the music industry, highlighting GloRilla’s growing influence and Latto’s continued success.
As GloRilla’s star continues to rise, this latest release from her debut album “Glorious” demonstrates her ability to create compelling narratives through her music and visuals. The “Procedure” video not only entertains but also serves as a testament to the enduring impact of “Set It Off” on popular culture, particularly within the hip-hop community.
The Cinematic Inspiration: “Set It Off”
The 1996 crime drama “Set It Off” has left an indelible mark on American cinema, particularly within the realm of African American storytelling. Directed by F. Gary Gray, the film featured a stellar cast including Jada Pinkett Smith, Vivica A. Fox, Queen Latifah, and Kimberly Elise. Its narrative, centered around four women who turn to bank robbery as a means of escaping their challenging circumstances, resonated deeply with audiences and critics alike.
“Set It Off” explored themes of friendship, desperation, and the systemic barriers faced by marginalized communities. The film’s gritty realism, combined with powerful performances from its lead actresses, elevated it beyond a simple heist movie. It became a cultural touchstone, particularly for young women of color who saw themselves represented on screen in complex, multifaceted roles.
The movie’s influence has extended far beyond its initial release, inspiring countless references in music, fashion, and popular culture. Its impact on hip-hop culture has been particularly significant, with many artists drawing inspiration from its themes and aesthetic. By choosing to pay homage to “Set It Off” in their “Procedure” video, GloRilla and Latto are not only acknowledging the film’s legacy but also positioning themselves as part of a larger cultural conversation.
GloRilla: The Rising Star
GloRilla, born Gloria Hallelujah Woods, has rapidly become one of the most exciting new voices in hip-hop. Hailing from Memphis, Tennessee, she burst onto the scene with her breakout hit “F.N.F. (Let’s Go)” in 2022. The track’s raw energy and GloRilla’s distinctive flow quickly caught the attention of both fans and industry insiders, leading to a record deal with Yo Gotti’s CMG label.
Since then, GloRilla has continued to build on her initial success, releasing a string of popular singles and collaborations. Her music often combines hard-hitting beats with lyrics that explore themes of empowerment, relationships, and life in her hometown. GloRilla’s authenticity and unapologetic approach to her craft have endeared her to fans and critics alike, earning her comparisons to some of hip-hop’s most respected female artists.
The release of her debut album “Glorious” marks a significant milestone in GloRilla’s career. The project showcases her growth as an artist, featuring a diverse range of sounds and collaborations that highlight her versatility. “Procedure,” featuring Latto, stands out as one of the album’s most ambitious tracks, both musically and visually.
Latto: A Formidable Collaborator
Alyssa Michelle Stephens, better known by her stage name Latto, has established herself as one of the most dynamic young artists in hip-hop. Rising to fame after winning the reality TV show “The Rap Game” in 2016, Latto has consistently delivered hit singles and critically acclaimed projects.
Known for her confident delivery and clever wordplay, Latto has collaborated with some of the biggest names in the industry. Her ability to hold her own alongside established stars has earned her respect and admiration from peers and fans alike. Latto’s music often explores themes of female empowerment, success, and navigating the music industry as a young woman.
The collaboration with GloRilla on “Procedure” is not the first time these two artists have joined forces. Their previous work together on the 2022 single “FTCU” demonstrated their chemistry and complementary styles. This latest collaboration further cements their status as two of the most exciting young voices in hip-hop.
The “Procedure” Video: A Visual Feast
Directed by the acclaimed Benny Boom, the “Procedure” video is a masterclass in visual storytelling. Boom, known for his work with some of hip-hop’s biggest names, brings his signature style to the project, creating a video that is both visually stunning and narratively engaging.
The video opens with GloRilla and Latto planning an elaborate bank heist, echoing the plot of “Set It Off.” The attention to detail in recreating the film’s aesthetic is impressive, from the costume design to the set decoration. Viewers familiar with the original movie will appreciate the numerous visual callbacks and references scattered throughout the video.
As the heist unfolds, GloRilla and Latto showcase their acting chops alongside their musical talents. The video’s pacing mirrors the energy of the song, building tension and excitement as the plan is executed. The choreography and camera work are particularly noteworthy, creating dynamic sequences that keep viewers engaged throughout.
One of the video’s standout moments comes near the end when GloRilla receives a FaceTime call from her mother, played by none other than Vivica A. Fox. This cameo not only adds star power to the video but also creates a direct link to “Set It Off,” in which Fox played a pivotal role. It’s a clever nod to the source material that adds an extra layer of depth to the homage.
The Song: Breaking Down “Procedure”
While the video for “Procedure” has garnered significant attention, the song itself is equally deserving of analysis. The track showcases GloRilla and Latto’s individual strengths while demonstrating their ability to create a cohesive collaboration.
The production on “Procedure” is sleek and modern, with a pulsing beat that provides the perfect backdrop for the artists’ flows. The instrumental incorporates elements of trap and classic hip-hop, creating a sound that feels both contemporary and timeless.
Lyrically, “Procedure” is a showcase of confidence and skill. Both GloRilla and Latto deliver verses filled with clever wordplay and assertive statements. The song’s themes of empowerment and success align well with the “Set It Off” inspired visuals, creating a cohesive package that resonates on multiple levels.
The chorus, delivered by GloRilla, is particularly catchy, likely to become a fan favorite at live performances. Its repetitive nature and memorable lyrics make it easy for listeners to sing along, potentially contributing to the song’s longevity on streaming platforms and radio.
The Significance of Female Collaborations in Hip-Hop
The collaboration between GloRilla and Latto on “Procedure” is part of a larger trend of female artists in hip-hop supporting and working with each other. In an industry that has historically pitted women against one another, these collaborations represent a shift towards solidarity and mutual support.
By joining forces, GloRilla and Latto not only create compelling music but also send a powerful message about the strength of female partnerships in the industry. Their collaboration challenges outdated narratives and showcases the diversity of talent among women in hip-hop.
Moreover, by paying homage to “Set It Off,” a film that centered on the experiences of Black women, GloRilla and Latto are positioning themselves within a larger cultural legacy. They are acknowledging the groundwork laid by previous generations of Black female artists and actors while putting their own contemporary spin on these themes.
The Impact of Visual Storytelling in Music
The “Procedure” video exemplifies the growing importance of visual storytelling in the music industry. In an era where music videos are often viewed as much as, if not more than, songs are listened to, artists are increasingly using this medium to expand their artistic vision and connect with audiences on a deeper level.
By creating a video that pays homage to a beloved film, GloRilla and Latto are tapping into viewers’ nostalgia while also introducing younger fans to “Set It Off.” This approach not only enhances the listening experience but also creates additional layers of meaning and interpretation for the audience to engage with.
The success of the “Procedure” video also highlights the continued relevance of narrative-driven music videos. In an age of short-form content and quick cuts, GloRilla and Latto have chosen to invest in a more cinematic approach, demonstrating that there is still a place for storytelling in music videos.
GloRilla’s Upcoming Tour: The Glorious Tour
The release of the “Procedure” video comes at an opportune time for GloRilla, as she prepares to embark on her first headlining tour, The Glorious Tour. Set to kick off in March, the tour represents a significant milestone in GloRilla’s career, allowing her to showcase her live performance skills to fans across the country.
The tour, which begins in Oklahoma City on March 5, will make stops in major cities including Atlanta, Charlotte, New York, and Las Vegas before concluding in GloRilla’s hometown of Memphis. This coast-to-coast journey will provide GloRilla with the opportunity to connect with fans on a more personal level and solidify her position as one of hip-hop’s rising stars.
Supporting acts for the tour include Queen Key and Real Boston Richey, adding additional value for concertgoers and showcasing GloRilla’s commitment to supporting fellow up-and-coming artists. The diversity of the lineup promises an exciting and dynamic live experience for attendees.
GloRilla’s Preparation and Dedication
In preparation for the demanding schedule of her upcoming tour, GloRilla has demonstrated her commitment to her craft and her fans by implementing a strict regimen. Recently, she shared her one-month “fast list” with her followers, outlining a series of lifestyle changes designed to ensure she’s in peak condition for the tour.
This list includes abstaining from smoking and drinking, as well as refraining from sexual activity and clubbing. GloRilla has also committed to avoiding “frivolous spending” during this period. These self-imposed restrictions highlight her dedication to delivering the best possible performances for her fans and underscore the seriousness with which she approaches her career.
Such discipline is particularly noteworthy for a young artist on the rise, demonstrating GloRilla’s maturity and understanding of what it takes to succeed in the competitive world of hip-hop. This approach is likely to resonate with fans who appreciate artists who are committed to their craft and willing to make sacrifices for their art.
GloRilla’s Recent Achievements and Recognition
The release of “Procedure” and the announcement of The Glorious Tour cap off what has already been an impressive year for GloRilla. Her recent appearance as a musical guest on the iconic television show “Saturday Night Live” marked a significant milestone in her career, exposing her to a broader audience and cementing her status as a rising star in the music industry.
Furthermore, GloRilla’s presence at the 67th Annual Grammy Awards underscored her growing influence in the hip-hop world. Her nominations for Best Rap Song and Best Rap Performance, both for her track “Yeah, Glo!” represent a remarkable achievement for an artist still in the early stages of her career. These nominations not only validate GloRilla’s talent but also signal the industry’s recognition of her unique voice and style.
These recent accomplishments, combined with the buzz surrounding the “Procedure” video and her upcoming tour, position GloRilla as one of the most exciting artists to watch in the coming years. Her ability to balance commercial success with artistic integrity and cultural relevance suggests a promising and potentially long-lasting career in the music industry.
The Future of GloRilla and Latto
As GloRilla and Latto continue to make waves in the hip-hop world, their collaboration on “Procedure” serves as a testament to their individual talents and their potential for future success. Both artists have demonstrated an ability to create compelling music and visuals that resonate with audiences while also pushing the boundaries of their artistry.
For GloRilla, the success of “Procedure” and the anticipation surrounding The Glorious Tour suggest that she is well-positioned to build on her early achievements and establish herself as a major force in hip-hop. Her unique voice, both literally and figuratively, sets her apart in a crowded field, and her willingness to take creative risks bodes well for her artistic development.
Latto, already an established name in the industry, continues to prove her versatility and star power through collaborations like “Procedure.” Her ability to shine alongside both veteran artists and rising stars speaks to her adaptability and enduring appeal.
As both artists continue to evolve and experiment with their sound and image, collaborations like “Procedure” offer exciting glimpses into the future of hip-hop. By paying homage to the past while firmly establishing their own identities, GloRilla and Latto are helping to shape the next generation of hip-hop artistry.
Conclusion: A Milestone in Modern Hip-Hop
The “Procedure” video by GloRilla and Latto represents a significant moment in contemporary hip-hop. By paying homage to the classic film “Set It Off” while showcasing their own unique talents, these artists have created a piece of work that is both nostalgic and forward-looking.
The video’s success highlights the continued importance of visual storytelling in music and demonstrates the power of female collaborations in hip-hop. It also serves as a reminder of the enduring influence of films like “Set It Off” on popular culture, particularly within the hip-hop community.
As GloRilla prepares to embark on her first headlining tour and both artists continue to make their mark on the industry, “Procedure” stands as a testament to their creativity, ambition, and potential. It’s a collaboration that not only entertains but also pushes the boundaries of what’s possible in hip-hop, setting the stage for exciting developments in the genre’s future.
by Jonathan P-Wright | Jan 31, 2025 | Latest, Music News, New Music Alert |
The hip-hop landscape experienced a seismic shift as the clock struck midnight on January 3, 2025. Grammy-winning artist Lil Baby, known for his rapid-fire delivery and introspective lyrics, unleashed his highly anticipated fourth studio album, “WHAM” (Who Hard as Me). This release marks a significant milestone in the Atlanta-based rapper’s career, coming more than two years after his previous full-length project, “It’s Only Me.”
The arrival of “WHAM” sent ripples through the music industry, with fans and critics alike eagerly dissecting the 15-track offering. Lil Baby’s decision to drop the album just days into the new year speaks volumes about his confidence in the project and his desire to set the tone for hip-hop in 2025. The album’s title, an acronym for “Who Hard as Me,” serves as a bold statement of intent, challenging his peers and asserting his position at the forefront of the genre.
In the weeks leading up to the release, Lil Baby strategically built anticipation through a series of calculated moves. He first hinted at the album during his sold-out birthday concert in early December, sending fans into a frenzy of speculation. This announcement was followed by the release of promotional tracks that offered a tantalizing glimpse into the sonic direction of “WHAM.”
Two standout singles, “5 AM” and “Insecurities,” both co-produced by the acclaimed beatmaker Wheezy, served as appetizers for the main course. These tracks showcased Lil Baby’s evolving artistry, blending his signature rapid-fire flow with more introspective themes, hinting at a potential new direction for the rapper’s sound.
As the release date approached, Lil Baby took to social media to unveil the official cover art and tracklist for “WHAM.” The Instagram post, shared on December 20, 2024, revealed a star-studded lineup of featured artists, elevating the anticipation to fever pitch. The inclusion of industry heavyweights and rising stars alike demonstrated Lil Baby’s clout within the hip-hop community and his ability to curate a diverse array of talents.
The diversity of these featured artists suggests that “WHAM” is not just a showcase for Lil Baby’s talents, but a celebration of hip-hop’s current landscape. Each collaboration promises to bring something unique to the table, creating a rich tapestry of sounds and styles that reflect the genre’s vibrant ecosystem.
The Hype Machine: Building Anticipation
In the lead-up to the album’s release, Lil Baby masterfully stoked the flames of anticipation through a series of strategic moves and social media teasers. One particularly intriguing moment came in November when he took to X (formerly Twitter) to share his excitement about 21 Savage’s contribution to the album. His tweet, which read, “I think I got @21savage’s hardest verse ever,” sent fans into a frenzy of speculation about what this collaboration might sound like.
This kind of peer-to-peer hype is a common tactic in the hip-hop world, but coming from an artist of Lil Baby’s stature, it carried significant weight. The statement not only built anticipation for the specific track but also set a high bar for the album as a whole, suggesting that “WHAM” would feature some of the most impressive performances of these artists’ careers.
Notable Absences and Industry Dynamics
While the featured artist list for “WHAM” is undoubtedly impressive, some fans were quick to notice a notable absence: Gunna. The two Atlanta rappers had previously collaborated on several successful tracks, leading many to expect Gunna’s inclusion on the new project. However, the omission of Gunna from “WHAM” has fueled speculation about a potential falling out between the two artists.
The root of this supposed rift can be traced back to 2023, when Gunna accepted a plea deal in the high-profile YSL RICO case involving Young Thug. This decision was met with mixed reactions within the hip-hop community, with some viewing it as a betrayal of loyalty. Lil Baby himself seemed to allude to this situation in his 2023 track “350,” where he rapped, “Ain’t never say nothin’ ’bout it, n***a, you know you a rat.”
The absence of Gunna on “WHAM” and the inclusion of Young Thug could be seen as Lil Baby taking a stance in this complex situation. It highlights the intricate web of relationships and loyalties that exist within the hip-hop world, where personal and professional lives often intersect in complicated ways.
Lil Baby Speaks Out
In a recent interview with media personality Charlamagne tha God, Lil Baby addressed the speculation surrounding his relationship with Gunna. When confronted with the internet’s claim that he “can’t make hits without Gunna,” Lil Baby responded with characteristic confidence:
“The internet will say anything,” he stated, before rhetorically asking, “You know how many hits I got? That don’t even make sense.”
This response not only dismissed the notion that his success was dependent on collaborations with Gunna but also served as a reminder of Lil Baby’s extensive catalog of hit songs. It’s a testament to his self-assurance and his belief in his own abilities as an artist.
The Streaming Era: “WHAM” Goes Global
In keeping with contemporary release strategies, “WHAM” was made available on all major streaming platforms simultaneously. Fans around the world can now access the album on services like Apple Music and Spotify, allowing for a truly global listening experience. This approach ensures maximum reach and engagement, capitalizing on the immediacy and accessibility that streaming platforms provide.
The decision to release “WHAM” at the very beginning of the year is a strategic one. It positions Lil Baby at the forefront of the 2025 hip-hop conversation, potentially setting the tone for the genre in the months to come. By dropping such a high-profile project early, Lil Baby has effectively thrown down the gauntlet to his peers, challenging them to match or surpass the impact of “WHAM.”
Looking Ahead: “Dominique” on the Horizon
While fans are still digesting the wealth of new material on “WHAM,” Lil Baby has already set his sights on his next project. During a December appearance on Lil Yachty’s “A Safe Place” podcast, he revealed plans for another album titled “Dominique,” slated for release later in 2025.
This announcement came as a surprise to many, as it’s unusual for an artist to confirm a follow-up album before the release of their current project. Lil Baby explained the reasoning behind this decision:
“At first, I was telling people I was going to drop a double album. Now, I’m dropping the WHAM album and Dominique album,” he said. “I still put some of the songs I was gonna use for Dominique on WHAM ’cause I know my fanbase really want to hear them certain songs.”
This statement offers insight into Lil Baby’s creative process and his consideration for his fans’ expectations. It also hints at a potential thematic or stylistic difference between the two projects.
A Tale of Two Albums: “WHAM” vs “Dominique”
Lil Baby went on to elaborate on the distinctions between “WHAM” and the upcoming “Dominique,” providing fans with a roadmap of what to expect from each project:
“WHAM is more me on some young n-gga shit — fast cars, girls, jewelry, money. You know, the turnt lifestyle,” he explained. “And Dominique is more the serious me, more personal. That’s a part of the new journey I’m on. I hate the word vulnerable, but I’m gonna be more open to my fans and my audience.”
This description paints “WHAM” as a high-energy, celebratory album that embraces the flashier aspects of hip-hop culture. It suggests tracks filled with braggadocious lyrics, hard-hitting beats, and the kind of anthemic choruses that have become Lil Baby’s trademark.
In contrast, “Dominique” (which is Lil Baby’s birth name) seems poised to showcase a more introspective side of the artist. By using his real name for the title, Lil Baby is signaling a more personal, stripped-back approach. This album may delve deeper into his background, his journey in the music industry, and the challenges he’s faced along the way.
The decision to release these two distinct projects separately, rather than as a double album, is an interesting one. It allows Lil Baby to cater to different aspects of his fanbase and showcase the full range of his artistry. It also creates a narrative arc for his 2025 releases, with “WHAM” serving as an explosive start to the year and “Dominique” potentially offering a more reflective close.
The Evolution of Lil Baby
The release of “WHAM” and the announcement of “Dominique” mark a significant moment in Lil Baby’s career trajectory. Since bursting onto the scene in 2017, he has consistently pushed himself artistically, expanding his sound and subject matter with each release.
His debut studio album, “Harder Than Ever” (2018), established him as a force to be reckoned with in the Atlanta hip-hop scene. The follow-up, “My Turn” (2020), saw him ascend to global superstardom, topping charts and earning critical acclaim. “It’s Only Me” (2022) further cemented his status as one of hip-hop’s leading voices, showcasing his growth as both a lyricist and a hitmaker.
Now, with “WHAM,” Lil Baby seems poised to enter a new phase of his career. The album’s title itself — “Who Hard as Me” — reads as both a boast and a challenge, suggesting an artist at the peak of his powers and confident in his abilities. The star-studded feature list indicates his elevated status within the industry, able to call on some of the biggest names in hip-hop to contribute to his project.
Impact on the Hip-Hop Landscape
The release of “WHAM” is likely to have ripple effects throughout the hip-hop industry. As one of the genre’s most prominent voices, Lil Baby’s artistic choices often influence broader trends in rap music. The sound, themes, and collaborations featured on “WHAM” could potentially shape the direction of hip-hop in 2025 and beyond.
Moreover, the album’s release strategy — dropping at the very beginning of the year — sets a high bar for other artists planning releases in 2025. It challenges them to match or exceed the quality and impact of “WHAM,” potentially spurring a wave of high-profile releases as the year progresses.
The album also serves as a snapshot of the current state of hip-hop, bringing together established stars and rising talents. The collaborations featured on “WHAM” could lead to further partnerships and cross-pollination within the industry, fostering a more interconnected and dynamic hip-hop ecosystem.
Conclusion: A New Chapter for Lil Baby
As fans dive into the tracks of “WHAM” and anticipate the release of “Dominique,” it’s clear that 2025 is shaping up to be a landmark year for Lil Baby. With these two albums, he’s not just releasing new music — he’s making a statement about his place in the hip-hop pantheon and his artistic vision for the future.
“WHAM” represents Lil Baby at his most confident and celebratory, surrounded by his peers and at the top of his game. “Dominique,” on the other hand, promises to show us a more vulnerable, introspective side of the artist. Together, these projects have the potential to provide a comprehensive portrait of Lil Baby as both a performer and a person.
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