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Yahoo
4 days ago
- Entertainment
- Yahoo
Clipse Had the Most Traditional Album Rollout in Years — And It Worked
In its first week, Clipse's Let God Sort Em Out album accrued 118,000 first-week sales, earning a spot at Number Four on the Billboard 200 — their highest chart debut. Along with its sharp rhymes, the album was praised for its extensive and holistic media rollout, which appeased blog-era rap fans accustomed to the rollouts of the aughts, which often included a great deal of press. They created multiple editorial profiles and conducted a Hot 97 radio premiere for 'So Be It,' which led to a scavenger hunt for its MP3 file — it felt like a return to 2008 in a way that diverged from our current recession and housing crisis. Their press run has been a salvo for rap purists who miss artists talking to actual journalists, not athletes, fellow artists, or streamers who claim to be such while flouting journalistic ethics. Clipse did speak with some content creators and podcasters, but they also connected with trained journalists, exemplifying the ideal balance of casual conversation and thorough interviews. We know Clipse for giving people their fix, and that's what they did for those who miss traditional rap media. It was the most intentional, impeccable rollout that may never happen again: Will we have a story as engrossing as Clipse's, from artists who realize the importance of telling it to journalists? Additionally, it's worth wondering how that kind of access affects people's willingness to be critical. More from Rolling Stone Raekwon Chefs Up Some Raw Classic New York Rap On 'The Emperor's New Clothes' Travis Scott's 'Jackboys 2' Tops Albums Chart Travis Scott Hangs Out With His Amazing Friends on 'Jackboys 2' The leadup started last year, with a conversation with Vulture and a profile in the September 2024 issue of Rolling Stone. They offered two days of access in their hometown of Norfolk, where I got to talk to them for almost five hours over three interviews. Unpublished interview nuggets still periodically pop in my head: talking with them for 20 minutes about Virginia's rich music history, and Pusha telling me that Malice sending him the video for the 2012 Loaded Lux vs. Calicoe rap battle made him realize he was still tapped into the culture. The duo was candid and insightful, understanding the assignment. Malice has dropped two albums since pausing Clipse in 2009, but there's a perception that he's been absent from the rap game since then. People wanted to know what he's been up to, as well as the what and why of his comeback. Years ago, editorial would have been the no-brainer format to explore such a winding saga, but a decline in the popularity (and existence) of traditional media outlets dovetailed with the rise of new media options. Now, an artist can tell their story on a podcast, talk to a streamer, another entertainer, or, in the case of Cam'ron in 2017, simply do an Instagram Live session telling all themselves. Stan culture helps artists on the status of the so-called Big 3 avoid all media, knowing their fans will tap in from their social media pages. Kendrick Lamar does sparse interviews, J. Cole's last print cover was about basketball, and Drake lampooned traditional media with his Her Loss promotion. But those options pale in comparison to talking to a (good) journalist who knows how to ask the right follow-up questions, refrain from previously asked questions, and, when necessary, ask the tough questions. The written feature also contextualizes artists and their legacies in a way that a conversation can't always do. Clipse's story is history. Despite what conservatives think, history is still worth reading. Their story was told in print via Rolling Stone, GQ, and The New York Times, as well as a range of video interviews in the past month. From Complex and Spotify to Jadakiss and Fat Joe, Clipse covered the gamut of popular media, prioritizing fellow hip-hop heads. And the people they didn't talk to got plenty of aggregation material: They delved into their perception of whatever happened with UMG and Def Jam behind Kendrick's verse. Pusha revealed why he dissed Travis Scott, and both talked about their devotion to high-quality hip-hop. But no matter how many Instagram slides we make about the effectiveness of their rollout, it's not a one-size-fits-all approach. This wasn't just about intention, but timing. The gap between finishing the album and releasing it allowed them months to plan promotion. The duo's manager, Steven Victor, was a publicist at Interscope Records before pivoting careers; it's worth wondering how much he helped craft the press run. It helps him that there aren't many acts like them. Clipse are grown men with a lot to talk about: Pusha T has long been one of the most engaging interview subjects in music, and Malice is reminding us that he's one of the most thoughtful. Not many acts can keep fans' interest over a dozen interviews, or carry the respect to have outlets wanting to interview them after they've previously covered so much ground with prior interviews. Clipse are a canonical rap group with two amazing, if not classic, albums in their catalog. They've also been away since the first Obama administration, while Pusha T became an established solo star. Their comeback single, 'Birds Don't Sing,' was one of the most poignant songs they've ever done, and before the album dropped, their other singles showed that they hadn't lost a step. There just aren't many hip-hop stories with the impact and circumstances to capture the rap world's attention in the same way, or artists willing and able to communicate like Clipse can. That's not to say publicists shouldn't look to Clipse's rollout for pointers, but they can't expect their results. What happened this summer, with talented lyricists and talented journalists coming together to strangle hip-hop discourse, feels like a hat tip to a bygone day, when Jay-Z was name-checking 'hottest interviews' as part of the criteria for best rapper, and the road to platinum went through promotion in a print magazine. Since then, the lyricist, like the journalist, is fighting for their life against the lowest common denominator spectacle. The modern rap icon doesn't need to be a lyricist to be a star, nor do they need traditional media. The codes of rhyming that Clipse speak of are as precious as the ethics of journalism, clasped tightly by their advocates, and unappreciated by the unaccustomed. Clipse, intentionally or not, reached an olive branch to a fellow medium besieged by layoffs, streamers, and virtue signalers who don't consume the work they claim they want; it felt like solidarity. We learned, with this rollout, that people don't realize how much they've missed lyricism or journalism until they're reacquainted with them on the highest level. The Clipse rollout has felt like a homecoming party; therefore, anyone who's not festive is perceived as a party pooper. A Pitchfork review ranked the album a 6.5 out of 10, surmising that the album was sharp lyrically but faltered because of Pharrell's presence. Perhaps it was the review's cutting tone that had it roundly condemned online, even though it expressed that the reviewer generally enjoyed the album. It's impossible to know, but it felt like part of the backlash was that a critic had the gall to offer a dissenting opinion on an album that had enjoyed a purely celebratory album cycle; it's worth wondering whether the Clipse's meticulous rollout anticipated engineering the kind of goodwill that would deter people from calling out what they may have disliked on the project. Even during an album credited for reviving traditional media, there was a moment that expressed how much people fundamentally misunderstand the function of music criticism. Despite that hiccup, Clipse's album cycle has shown that traditional hip-hop media can still aid in helping an act properly promote their work, provided the story and timing are right. Best of Rolling Stone Sly and the Family Stone: 20 Essential Songs The 50 Greatest Eminem Songs All 274 of Taylor Swift's Songs, Ranked Solve the daily Crossword
Yahoo
18-07-2025
- Entertainment
- Yahoo
Clipse Dish On The Neptunes Breakup: 'Whenever We See Each Other, It's Always Still Love'
The Clipse and The Neptunes made magic together, but sadly, that can no longer happen. The Virginia rap duo recently shared their feelings on the production duo's breakup and the relationship between the two collectives. 'Absolutely miss Chad. As far as, you know, being on the album,' Malice said during their appearance on Popcast. 'But I'll see Chad in the airport, in the street, at Buffalo Wild Wings, you know, in VA. Whatever they got going on, just hope for the best for that […] Whenever we see each other, it's always still love. Always.' Pusha T chimed in, saying that despite Chad Hugo missing from the fold, the work continues. 'Everybody knows my favorite album is Hell Hath No Fury. Pharrell did that alone. That's it,' he stated. 'Chad's my guy. I love Chad. Pharrell's my guy, love Chad, too. We're brothers, we came up together. But, you know, when you say missing in the music, there is no missing in the music when it comes to the Clipse. And if it's just P, it don't matter—we find what we find.' The Hip-Hop world wept when they learned that Pharrell and Hugo were no longer on speaking terms due to a legal battle over ownership of The Neptunes' name and trademarks, as they initially had an agreement to split everything evenly. Skateboard P wished his former partner-in-crime all the best in an interview with The Hollywood Reporter. 'I'm very grateful for our time together,' he said. The legendary producer is handling Clipse's upcoming album, Let God Sort Em Out, all on his own, and so far they have shared the singles 'Ace Trumpets' and 'So Be It.' The latter song was incendiary, as Push targeted Travis Scott. He added more context to his diss in an interview with GQ, recalling how the Houston artist interrupted one of their recording sessions in Paris to play his 2023 album Utopia. Push went on to say that Scott withheld playing Drake's verse on 'Meltdown,' where he dissed both the Daytona artist and Pharrell. Listen to 'Meltdown' below. More from Clipse, Pharrell Preview Kendrick Lamar's Highly Anticipated "Chains & Whips" Verse Jim Jones Takes Jabs At The Clipse While Dismissing "Ace Trumpets" Clipse Unleash Sumptuous "So Be It" Music Video Dissing Travis Scott Solve the daily Crossword
Yahoo
15-07-2025
- Entertainment
- Yahoo
Clipse Unleash Sumptuous 'So Be It' Music Video Dissing Travis Scott
Clipse has continued the rollout for their anticipated Let God Sort Em Out album with a brand new music video. On Tuesday (June 17), the duo unleashed 'So Be It,' a stinging track accompanied by a lavish music video. Directed by Hannan Hussain, the black-and-white visual stuns with luxury vehicles, jewelry, and more, as the brothers welcome smoke from all corners. In the third verse, Pusha T takes direct shots at Travis Scott. 'You cried in front of me, you died in front of me/Calabasas took your b*tch and your pride in front of me/Heard Utopia had moved right up the street/And her lip gloss was poppin', she ain't need you to eat/The 'net gon' call it the way that they see it/But I got the video, I can share and A.E. it/They wouldn't believe it, but I can't unsee it/Lucky I ain't TMZ it, so be it, so be it.' In a conversation with GQ, the Virginia-bred lyricist explained his disdain for the Houston rager and linked it back to his 'Meltdown' collaboration with Drake. In the song, the Canadian chart-topper exclaimed he'd 'melt down the chains that I bought from your boss, give a f**k about all of that heritage sh*t,' referencing Neptunes-era jewlery Drake purchased at auction. 'The true context of that is we were in Paris, literally working, and he was calling to play P his new album. He came to [Pharrell's] studio [at Louis Vuitton HQ, where Clipse recorded most of Let God Sort Em Out]. He interrupted a session,' Pusha detailed. 'He sees me and Malice] there. He's like, 'Oh, man, everybody's here,' he's smiling, laughing, jumping around, doing his f**king monkey dance. We weren't into the music, but he wanted to play it, wanted to film [us and Pharrell listening to it]. And then a week later you hear 'Meltdown,' which he didn't play. He played the song, but not [Drake's verse].' He continued, 'So, that's where my issue comes in—like, dawg, don't even come over here with that, because at the end of the day, I don't play how y'all play. To me, that really was just like…he's a wh*re. He's a wh*re,' as he described Scott's lack of 'loyalty' to Kanye West. 'So Be It' is the second single from the first album recorded by the brothers in 16 years. It was preceded by the track 'Ace Trumpets' with both being produced by Pharrell Williams. As a frequent collaborator with the group, the 52-year-old produced the entire album. Let God Sort Em Out is officially due on July 11, 2025, from Roc Nation. Along with the album, Clipse is set to embark on a national tour. Watch 'So Be It' above and check out the full Let God Sort Em Out tour schedule below. CLIPSE LET GOD SORT EM OUT TOUR 2025 Sun-Aug-03 – Boston, MA – Roadrunner Tue-Aug-05 – Philadelphia, PA – Franklin Music Hall Thu-Aug-07 – New York, NY – Terminal 5 Sat-Aug-09 – Fairfax, VA – EagleBank Arena Sun-Aug-10 – Virginia Beach, VA – The Dome Tue-Aug-12 – Miami, FL – The Fillmore Wed-Aug-13 – Orlando, FL – The Vanguard Thu-Aug-14 – Atlanta, GA – The Eastern Sat-Aug-16 – Cleveland, OH – Agora Theatre Sun-Aug-17 – Milwaukee, WI – The Eagles Ballroom Mon-Aug-18 – St, Louis, MO – The Factory Tue-Aug-19 – Fayetteville, AR – JJ's Live Thu-Aug-21 – Denver, CO – Mission Ballroom Sat-Aug-23 – Los Angeles, – CA – The Novo Mon-Aug-25 – San Francisco, CA – Warfield Theatre Wed-Aug-27 – Phoenix, AZ – Marquee Theater Thu-Aug-28 – San Diego, CA – SOMA Fri-Aug-29 – Las Vegas, NV – The Theater at Virgin Hotels Tue-Sep-02 – Houston, TX – White Oak Music Hall Wed-Sep-03 – Oklahoma City, OK – The Criterion Thu-Sep-04 – Dallas, TX – The Bomb Factory Sat-Sep-06 – Kansas City, MO – Midland Theatre Sun-Sep-07 – Minneapolis, MN – The Armory Mon-Sep-08 – Chicago, IL – The Salt Shed Wed-Sep-10 – Detroit, MI – Masonic Temple More from Jim Jones Takes Jabs At The Clipse While Dismissing "Ace Trumpets" Pusha T Reveals Why He Dissed Travis Scott On New Clipse Single "So Be It" Clipse Announces First Tour In Over 15 Years
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Express Tribune
13-07-2025
- Entertainment
- Express Tribune
Travis Scott subtly addresses Pusha T diss on Jackboys 2 amid Clipse album release weekend
Jackboys 2, the long-awaited Cactus Jack compilation led by Travis Scott, is now out, featuring Don Toliver, Sheck Wes, and SoFaygo. The release comes amid rising tension between Scott and rapper Pusha T, who recently criticized Travis on the new Clipse track 'So Be It.' Pusha, in a GQ interview, criticized Travis for flaunting his alliance with Pharrell during the Utopia rollout, only to feature Drake on the same album—where Drake delivered a verse dissing Pharrell and Clipse. Pusha didn't hold back, calling Travis 'a whore' with no loyalty or moral standard. While Scott had previously remained silent, the new project seems to offer a subtle response. The opening track, 'Champain & Vacay,' features Don Toliver and ad-libs from Waka Flocka Flame. Toward the end of his verse, Scott raps: 'Man these old n-ggas kill me/Know my YNs feel me… Blue Bugatti, dodgin TMZ/Made a hundred off of pushin tees/Now my phone on DND.' The wordplay alludes to Pusha's name while portraying him as an aging critic. The 'dodgin TMZ' lyric appears to reference a line from 'So Be It,' where Pusha warns Travis he's lucky he didn't 'TMZ it'—hinting at a potentially damaging video. The album opens with narration from Bun B and spans 17 tracks. No other lyrics directly mention Pusha, Clipse, or Pharrell, indicating Travis may be shrugging off the feud. Observers also noted that Scott announced the album just two days before release—timed to coincide with Clipse's long-planned Let God Sort Em Out, possibly setting up a streaming showdown. Ahead of the release, Pusha and his brother Malice addressed the timing in a Breakfast Club interview, encouraging fans to compare both records. Jackboys 2 also features appearances from Future, Playboi Carti, 21 Savage, GloRilla, Kodak Black, Tyla, and Vybz Kartel.
Yahoo
10-07-2025
- Entertainment
- Yahoo
Pusha T Reveals Why He Dissed Travis Scott On New Clipse Single 'So Be It'
Any new Pusha T music released since 2018 has had people constantly wondering who may get dissed. Travis Scott was his latest target on the new Clipse single 'So Be It,' and the Virginia rapper explained why. 'You cried in front of me, you died in front of me/ Calabasas took your bi**h and your pride in front of me/ Heard Utopia had moved right up the street/ And her lip gloss was poppin', she ain't need you to eat/ The 'net gon' call it the way that they see it/ But I got the video, I can share and A.E. it/ They wouldn't believe it, but I can't unsee it/ Lucky I ain't TMZ it, so be it, so be it,' Push rapped on the Tuesday (June 17) release. These lines refer to the Houston rapper's 2023 LP Utopia, his ex-girlfriend Kylie Jenner, and Alexander 'A.E.' Edwards, best friend to Jenner's ex-boyfriend Tyga. But why is the 48-year-old rapper shooting at Travis, and why is now the right time? 'The true context of that is we were in Paris, literally working, and he was calling to play [Pharrell] his new album,' Push told GQ. 'He came to [Pharrell's] studio [at Louis Vuitton HQ, where Clipse recorded most of [Let God Sort Em Out]. He interrupted a session.' Pusha T indicated that Travis Scott didn't seem to care about what he was intruding on, and was more focused on playing his music. 'He sees me and Malice there. He's like, 'Oh, man, everybody's here,'' he recalled. 'He's smiling, laughing, jumping around, doing his f**king monkey dance. We weren't into the music, but he wanted to play it, wanted to film [us and Pharrell listening to it].' The biggest issue was what the 10-time Grammy nominee didn't play for them. 'And then a week later you hear 'Meltdown,'' Push added. 'He played the song, but not [Drake's verse].' That track was where the 6 God infamously threatened to melt down the Neptunes-era jewelry that he bought from Pharrell's Joopiter auction. Even worse, Skateboard P contributed to that album, which made it another instance where Scott played the fence while his enemies went at one another. The Daytona artist admitted that he didn't hold Scott to 'any standard' because he had done this before, such as placing Drake's Ye-targeted verse on 'Sicko Mode' in 2018, or even last year when he encouraged Future and Metro Boomin to play the full version of 'Like That' at Rolling Loud. 'He don't have no picks, no loyalty to nobody,' Push stated. 'He'll jump around whatever he feels is hot or cling onto whatever he feels is hot. But you can play those games with those people…We're not in your mix. Keep your mix over there.' Pusha T straight up called Travis Scott a 'whore' and was especially bothered because he had intentionally distanced himself from Ye and Scott's crew a long time ago. 'It's the principle of what I'm saying,' he said. 'That filthy quality that they have about themselves, that lack of loyalty. Travis really has that. He's proven. I just named three people that he does that type of behavior with. I'm just not one of them. Dog, I ain't with that. This sh*t ain't coming out of nowhere.' It will be interesting to hear who else gets Push's vitriol when Let God Sort Em Out finally comes out on July 11. More from Jim Jones Takes Jabs At The Clipse While Dismissing "Ace Trumpets" Clipse Unleash Sumptuous "So Be It" Music Video Dissing Travis Scott Pusha T On Current Relationship With Ye: "I Don't Think He's A Man"
