British music is having massive success in the US right now and many artists are trying their hand at breaking over here. Not many however are willing to spend the time studying and understanding the US market before releasing their music. Even less are prepared to make the move to the US to embed themselves within the culture and the scene to help understand the machine and to create the necessary relationships to win in this system.
One artist who has spent the time, effort and resources to make his assault on the US market is Master Shortie. Born, Theo Kerlin, in London, England – Master Shortie has put in work both sides of the Atlantic and with the launch of his latest offering looks likely to crack both markets wide open. Having previously been signed to Sony Music US – the first British rapper with a US based deal – he has learned how to navigate the industry for success and has spent 2 years working on this masterful effort. With features from The Cataracs, Leaf, Rizzle Kicks, Ed Sheeran, Eliza Doolittle and Sway – he has composed a sonically rich collection of work that showcases both his abilities and an insight into his psyche.
To summarize – its the best mixtape offering I have heard from a British artist this year and it is a stronger effort than these Q4 albums we are being force feed from artists with massive budgets and minuscule creative intellects.