The process of creating and releasing music in 2022 has a microwavable feel that is evidenced by new stars disappearing just as quickly as they rose. This is in large part to the role social media plays in society. On their debut album, Pittsburgh-based emcee/producer super-duo Grxwn Fxlks (Masai Turner & Akil Esoon), have made it their mission to make music that creates a lasting bond with Hip-Hop’s most disenfranchised demographic – adults. Setting up shop in New York, Los Angeles, and Atlanta to collaborate with the greats and utilize world-renowned facilities, the duo conceptualized a project that is far cry from the all too repetitive subject matter found in the culture’s mainstream. The result is their crowning achievement titled Volume I: Independent.
Grxwn Fxlks’ first single “Celebrate” has reached over 1 million streams since its release. The majority of those streams came from the 33–54-year old demographic – another anomaly for a Hip-Hop outfit releasing their first song. Thousands of comments, shares, and purchases later, Grxwn Fxlks has their proof of concept. Released via The Orchard – subsidiary of Sony Music, Volume I: Independent is shaping up to be a disrupter in the world of Hip Hop that can resonate with an audience that has been yearning for a distinct sound and message. Success in Hip-Hop may typically be a young man’s game, but all recent signs point to it being a Grxwn Fxlks’ reality.
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