New Music Friday has a little identity crisis this week, in the best way. September 18 is bringing something for the feelings, the function, and everything in between.
Offset kicks things off with “Something I Need,” his latest solo single through Motown Records. The two-minute track arrives with a rollout that goes beyond the usual snippets and social posts. Ahead of the release, Offset launched “NEED FM,” a hotline built around fans calling in with relationship problems and potentially getting advice from the Atlanta rapper himself. It is a fitting setup for a record centered on searching for something deeper while still keeping Offset’s flex-heavy rap DNA intact.
Meanwhile, BigXthaPlug and Belly Gang Kushington are bringing a completely different energy with “LITE.” The two-minute collaboration pairs Dallas with Atlanta and comes through BigXthaPlug’s imprint under an exclusive license to UnitedMasters. BandPlay and Tony Coles handle production, while an accompanying Jerry Morka-directed video places the pair inside a hazy nightclub setting that matches the record’s turn-up energy.
Then there is Hunxho, who titled his new album “I Quit Rap” and apparently had no intention of following those instructions. Released through 300 Entertainment, the project traces its name back to a conversation with Mika Ortiz where Hunxho declared, “I quit rap.” Instead of making that statement permanent, he turned it into the title of his latest body of work. The album includes previously released records “Change My Ways,” “I Love My Hoe,” and “Throw It,” while G Herbo joins “I Am Who I Am,” Hotboii appears on “Yessirrrr,” and BabyDrill, YKNIECE, and Fatt Smaxk also show up across the project.
The title may sound like retirement paperwork, but the music says otherwise. Songs including “At War in Love,” “Anemia Lover,” “Love in Magic City,” “Love & Pain,” and “When I’m Gone” keep Hunxho working the line between street records and the relationship-heavy vulnerability that has become a major part of his appeal. Even the cover gets in on the joke, featuring Atlanta personality Ugliest Rapper Alive. So no, Hunxho did not quit rap. He just found a very effective album title.
From Offset opening the relationship hotline to BigXthaPlug and Belly Gang Kushington getting the night started and Hunxho fake-quitting his day job, this week’s New Music Friday has plenty of personality. Now comes the important part: deciding what gets the first spin.
Offset – “Something I Need” (single)
BigXThaPlug feat. Belly Gang Kushington – “LITE” (single)
Shaboozey feat. Gunna – “High Noon” (single)
Anderson. Paak feat. Cordae – “A Good Day” (single)
Travis Scott – “RHYNO” (single)
Hunxho – “I Quit Rap” (album)
Yeat – “Cocoon” (album)
AZ Chike – “No Rest For The Wicked” (album)
Lakeyah – “Motion Pack” (EP)
