What Does Anderson .Paak's Aftermath Deal Mean For Music?

What Does Anderson .Paak's Aftermath Deal Mean For Music?

by Kevito
4 years ago

Photo By Elenor Stills

For more than a decade, Anderson .Paak has been cultivating a charismatic smorgasbord of sounds that originally was billed under a different name. As the man, then-known as Breezy Lovejoy, .Paak offered music lovers funky tunes mixed with rich soul, R&B, electronic music and rock ‘n’ roll. A proven industry outsider, the Oxnard, California performer built his reputation as a session player and drummer, working with the likes of Sa-Ra, Dumbfounded and Tokimonsta. After spending the next few years building a solid catalogue of material (from 2012’s Lovejoy to 2014’s Venice) — .Paak surprised the game, nay, stole the show, when he appeared on Dr. Dre’s surprise 2015 album, Compton.

The singer-songwriter has since then impressed audiences with his silky, yet sharply distinctive voice. Joints such as “Animals,” “Am I Wrong” and “Come Down” find us all enthralled, damn near jubilant about the possibilities that this young act has up his sleeves. Which is why it’s no surprise that the good doctor scooped up Anderson .Paak for his Aftermath Entertainment label. Joining fellow signees Justus and Jon Connor, both who made scene-stealing appearances on Compton, Anderson .Paak has fueled the label in a way much like when Dre had Busta Rhymes, Rakim and Stat Quo at his disposal.

With the backing of a legend such as Dr. Dre and the talent to take over the whole soundscape — what does Anderson .Paak’s deal mean for the music world?

Anderson .Paak’s impressive showings on Dr. Dre’s Compton and his own effort, Malibu, have only whet the appetites of music lovers looking for something new to digest. Whether it was his enjoyable featured appearance on GoldLink’s “Unique” from And After That, We Didn’t Talk or “My Supernova” from Tiron & Ayomari’s A Sucker for Pimps: Limited Edition — Anderson’s impact has been quietly domineering. The 30-year-old phenom, blessed with the ability of being a deft songwriter, can create a top 10 hit seemingly with ease. His addition to the Aftermath Entertainment roster means that he will greatly reinvigorate the music coming out of that stable.

As an act not named Kendrick Lamar, .Paak can be the magical force or other side of the coin to Aftermath Entertainment’s hard-nosed rap DNA. In our exclusive interview with the  singer-songwriter, which should go up before we hit the Grammys, we allude that the entertainer’s vocal style is “akin to singing on the edge of a razor blade,” as Anderson .Paak sounds like a man caught in frenetic storm. These wonderful qualities and his undeniable ear for great production (as evident in his upcoming NxWorries full-length project) marks Anderson .Paak as maybe one of only three individuals on Aftermath Entertainment who can break the cycle of “shelf-mania” that has befallen the likes of Eve, Raekwon and Last Emperor.

Check back with Okayplayer as we dive deeper into Anderson .Paak’s story with an exclusive interview! In the meantime, check out his latest and greatest, Malibu, in the player below!

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