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Rhyme report

Published on July 10, 2024 |
by Jameelah “Just Jay” Wilkerson

SWAVAY – a son of Atlanta’s rap ecosystem – unveils a new single and music video titled “NOT ORDINARY LOVE” now available via Giant Music/Def Jam Recordings. Listen HERE. Watch the music video HEREIt announces the arrival of his impending BILLY EP on June 14. Save in advance BILLY EP HERE.

On the track, keys shimmer through a vital and lively drum beat. SWAVAY shows off his melodic prowess and can barely contain his emotions in the verses. In a moment of clarity, raw emotions flow through a singable chorus, punctuated by a plea, “I can’t give in any more… I let you control me, but I don’t deny myself.” The accompanying image projects this energy onto the screen. Highly stylized cinema shots and clever editing find SWAVAY trapped in his feelings. The pace matches the speed of his anxious thought process as he wrestles with memories of an ex.

About the EP, SWAVAY commented: “I wrote this project in two weeks about a girl who ended up breaking my heart. At least I got some good, emotional songs out of it. I’m a simp, what can I say? This is my biggest attempt to prove to the world that I am not one-dimensional.”

This time SWAVAY dedicates himself to his long-standing passion for R&B, shows his soulful side and puts on a lot of vocal fireworks.

He crowned the year 2023 by dropping the Deluxe version his acclaimed debut album, ALMETHA’S SONThis work has already generated almost 10 million global streams. In addition to plugs from XXL and more, Billboard advertised “UH” among his “R&B/Hip-Hop Fresh Picks of the Week,” and continues to praise how “The song combines a booming bass line and 808 claps with orchestral loops as SWAVAY stomps over the beat with fiery beats.”

Fueled by the hard-earned confidence that his own genre-bending style is ready for the biggest stages in hip-hop – and music – SWAVAY comes to the industry’s No. 1 hip-hop destination with the depth and dexterity typical of Dogwood City’s greatest. His brand of soulful trap fusion has earned him co-signs and collaborations with artists across all genres and sounds, from multi-platinum producer Metro boomto the British Pop/Electronic/R&B author James Blake.

In 2019 SWAVAY received a Grammy® nomination for his contribution to “Raise” (with DJ Khalil, Cordae, Denzel CurryAnd Trevor Rich), from that Spider-Man: Into the Spider-Verse Soundtrack. In 2021, SWAVAY appeared on “Frozen” (with Dreamville Records’ JID), a track from Blake’s LP, Friends who break your heart.

Inspired by people like Kendrick Lamar, J. ColeAnd drakeas well as greats of the golden era such as Jay Z, NasAnd Snoop Dogg –SWAVAY dropped his first solo project, Poet talk(2012), while still at school. Further indie releases followed, including TRVPLANTA (2015) and Before the eye dies (2016), when SWAVAY found his place in Atlanta’s competitive trap scene.

ABOUT SWAVAY:

SwaVay refuses to be pigeonholed. Few MCs have the musical depth and dexterity of the Atlanta native, whose brand of soulful trap fusion has earned him co-signs and collaborations with artists across all genres. Now, with the release of his major label debut album via Giant/Def Jam Recordings, the rich and genuine Almetha’s sonSwaVay is driven by the hard-earned confidence that his genre-bending music is ready for the biggest stages in hip-hop – and music. In addition to the boundary-pushing sounds, the record embodies his relationship with his city and continues to showcase the many emotions and energies he has captured in his music thus far. SwaVay has released his first solo project, Poet talk (2012) while still in high school. Several more indie releases followed as he found his place in Atlanta’s simmering trap scene. SwaVay’s malleability and persistence paid off in 2017 when super producer Metro Boomin signed him as the first act on his then-fledgling label Boominati Worldwide. Under Metro’s guidance, SwaVay released his breakthrough mixtape, Pure infinityIn the same year, SwaVay received a Grammy nomination for his contribution to Spider-Man: Into the Spider-Verse Song “Elevate.” In 2021, he was featured on James Blake’s “Frozen” (featuring Dreamville’s JID). But as he prepares to release his most complete album yet, SwaVay’s story is still being written. It’s an autobiography, guided by great talent and the ambition to become a legend in the game. He won’t settle for anything less.

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