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The word “rebrand” is often used to describe a different approach given by a company in order to gain or regain the appeal of its target audience. This approach has been taken by technology, automobile and food companies to name a few. It is normal for smaller brands and entities to have to change their image and focus in hopes to land the attention of a more widespread audience. The same goes for the music insustry, especially for artists in hip-hop. Since it’s inception to current day, rap has seen many artists change their sound, subject matter and even name, in an effort to reach their full potential and an authentic following. Whether it’s 2Pac’s change from the playful Digital Underground to gangster rap legend, Common’s turn from hardened street poet to political activist, or Tity Boy’s famous switch from grimey and serious to the entertaining and charismatic trap legend 2 Chainz, a simple change of direction can elevate and prolong a career for many years.
Fast forward to 2019 and inside of one of hip-hop’s most underrated hotbeds for talent and sound: The DMV. Forever distinct, complicated and isolated compared to the rest of the country’s music scenes, Washington D.C., Maryland and Virginia are home to some of the most talented and respected artists in music today. And while a select few have made it big hailing from the area, its often a struggle for certain artists to garner the buzz they need. Wale, Logic, Goldlink, Shy Glizzy, Oddisee, IDK and Fat Trel headline the talented homers who have managed to make mainstream waves of different levels and have all garnered loyal fan bases. But unfortunately, like many groups, there’s often an omission that deserves more respect.
Enter Adé (formerly Phil Adé), a once prominent voice in the DMV hip-hop scene, especially in the early Datpiff.com years in the early 2010s, who never appreared to get the big break or co-sign that many of his contemporaries in the area did, despite being undoubtedly just as skilled in many areas. A product of the boom bap era, Adé collaborated with several heralded names from that era and prior on several mixtapes: Logic, Casey Veggies Asher Roth, Fat Trel, the legendary Bun B, and the late Mac Miller. His most recent project came in 2013 in the form of a 16 song mixtape titled R.O.S.E.. The project was very solid but the buzz and recognition on a commercial level still evaded Adé, but not due to a lack of effort. And while he would do features and release a couple of singles, there past several years have been relatively quiet for the Maryland product. And that very well may be because he was working on a completely new sound and style; one that feels all his own and destined to succeed. That style recently made its debut and may lead to a breakthrough moment in 2019.
On February 15th, Adé made his return to the rap game with a surprising 6 song EP titled ALWAYS SOMETHING. In a mere 18 minutes in run time, Adé transforms from a brash boom bap product to a soulful and experimental lyricist who always serves as a singer in moments on his songs. Running with the theme of “Something”, every song on the EP carries the word in the title and a sound and flow unique from the other five.
The intro track PLAY SOMETHING starts the EP with a subtle yet strong reminder that the Maryland rapper is coming for the top or the genre. Clear, focused and confident, Adé easily flows over a mellow sample, with the beat building up as he flows louder and more boastful, an excellent way to switch up the feel during the song. The switch continues on the following track, SOMETHING NEW, which includes a feature by one of hip-hop’s most consistent young stars, Lil Baby. The two emcee’s take turns rhyming about being true, loyal, original and quick to sepeeate themselves from whatever might bring them down. Despite having elements of a trap beat, the song is distinctly mellow and easygoing, due in part to Adé’s harmonizjng chorus; the track serves as a standout on the EP.
The mood continues to switch on the following track SOMETHING FROM NOTHIN’. A bouncy and upbeat track tailor made for the car, Adé uses his wit and quick rhyming ability to perfectly rhyme over the humble beginnings to now about his current lifestyle and what comes from it. Adding to the fun of the track, he enlists the help of yet another young rapper on the rise, Rich The Kid. The Atlanta native uses his fast rhyming style to flex his muscles and flashy lifestyle in a verse that complements the song perfectly.
The EP takes a more direct turn and focus with the track SOMETHING’S UP. A R&B track in essence, Adé does it justice with quality vocals that compliment the track very well. Singing and rapping about the everyday issues in a modern relationship, he pleads for his woman to speak her mind and not let it build up. The track is clever and relatable to almost everyone who has ever been involved with somebody on that level in this day and age.
SOMETHING SWEET easily serves as the most fun and unique track on the entire EP. A club/dance fueled sound with a crooning loop throughout the beat carries the song, as Adé sings loud and proudly, proclaiming his appreciating and desired for a woman he really wants. And with the aid of legendary New York hypeman and radio personality Fatman Scoop, nostalgia flows throughout the song of a simpler time in music, where sensitivity and love were elements of a quality song. It takes a quality artist to deliver on that, and Adé does so with ease on a standout moment for the project.
The 6th and final song of the EP serves as a showcase of the DMV’s diverse and talented music scene. Adé enlists the help of two of the area’s most famous MC’s, Wale and Goldlink, for the smooth and honest SOMETHING REAL. Three artists who are very open with their lyrics regarding women, the trio take turns rhyming about the ideal type of woman they want and think of. Adé is fundamental and direct, Goldlink is laid back and confident, Wale is cynical and poetic; The three artists carry three different views but one conclusion, to fine what’s out there for them. It’s a track that deserves multiple plays and radio play without a doubt.
Every artist wants recognition for their work on some level, and evolving their sound and approach can very well be the deciding factor in whether they ever make it to that level. Some are overnight success stories, others are a product of many nights of working on their craft and building up to a breakthrough. Adé has in fact taken a new sound, subject matter, tone and even a name, and has evolved into an artists with many levels and lanes his music can work in. Representing an area of where diversity is key and where everything is earned, he has taken the successes and roadblocks, and made the best way from it. That work ethic shows in this excellent EP that deserves much more than just an applause.
Top Songs:
1. SOMETHING REAL
2. SOMETHING FROM NOTHIN’
3.SOMETHING SWEET