8.25.2021

Rapper, Activist & Educator Asher Roth Announces Greenhouse Effect Vol. 3 Mixtape

The Proud Native Philadelphian Shares Three-Track Freestyle Pack, Including “Snazzy Kat” Video

A Concept Album With an Intricate Story Line, the Sequel to His DJ Drama-Hosted Mixtapes From the Late ’00s Came Together Through Collaborations Forged Via Weekly Twitch Sessions

Critical Praise:

“Like his beloved hometown Sixers, Asher Roth is building for long-term success, no matter how slow, small or uncertain that might be. It’s a process, one that needs to be trusted, as Sam Hinkie would say. But at 32 years old, disillusioned by the road most traveled, newly enriched by a sense of community and charity, and seeing his family grow in the most beautiful way, what matters most in life has never been clearer for Asher Roth.” – DJ Booth

“Residing in North Philadelphia, Roth, 34, has been an integral part of the underground arts community, working in a collaborative effort to create Sunflower Hill, the bunker-like arts space along a corridor of Cecil B. Moore Street that has become a hub for artists, musicians, writers and others to showcase their skills to the community. He’s also been an outspoken critic of the rampant development and subsequent gentri-fication and has strived to use the space as a tool to bridge the divide between residents, old and new” – Philadelphia Weekly

The Announcement:

Eschewing high-wattage stardom in favor of inner tranquility, Asher Roth is forging a path that satisfies his artistic vision and passion for education. Today, Asher Roth announces the upcoming release of Greenhouse Effect Vol. 3, a new mixtape. Continuing a series that started under DJ Drama‘s Gangsta Grillz moniker, Greenhouse Effect Vol. 3 finds the Philadelphia native rediscovering his love for the art of rapping, weaving a complicated “rap opera” storyline around beats sourced from Twitch and Discord. Greenhouse Effect Vol. 3 arrives on September 3rd.

Asher Roth explains the story behind GEV3 in his own words: “The tape is a rap opera, of sorts, about a professor at the University of College who is teaching horticulture. A few students, looking at his long hair and birkenstocks, assume he can teach them how to grow pot. So he does. Eventually, the Greenhouse gets broken into by a few kids who steal the grow to sell it but ultimately get caught by a police officer–who’s a former student of the Professor’s class who could never learn how to grow. The pot (retrohash) being grown is actually magical and creates a portal to the World of Abundance, but only when smoked by a kind soul. If smoked by a bad apple, the world as we know it would erode.”

The project’s core theme about the triumph of cooperation over greed is reflected by the its unique creative origin. Greenhouse Effect Vol. 3 grew out of a pandemic experiment, created through a fully-virtual collaborative process that lasted months. Every Wednesday, Asher would share acapellas on his Discord, and inspired by his rhymes, fans would create their own instrumentals. Asher would listen to the submissions live on Twitch, and judge his favorites. The 20-week experiment ultimately became GEV3, with 15 songs created by Asher and 12 different producers.

To give fans a glimpse of the tape’s vibe, Asher shares the GEV 3-Piece, a three track collection of Twitch-session highlights that didn’t make the project. Arriving with a stylish, black-and-white video, directed by Dan Abel, “Snazzy Kat” is a rumination on Asher’s faith in himself: “I got ahead/By putting my head on a pedestal/Instead of being fed an embellishment for a better world/this one’s acceptable.” “Laryngitis,” on the other hand, is a meditative lyrical exercise that uses an instrumental fit for a Turner Classic Movie. Armed with a psychedelic boom-bap instrumental, the third track, “Cruise Ships,” packs a metric ton pop culture references and tight lines into a sub-minute runtime.

Over a decade after releasing his debut album Asleep In The Bread Aisle, Asher Roth has settled into a creative and productive life as a musician, activist, and entrepreneur. He designs his own merch, and founded RetroHash, his own record label, on which he released his 2020 album Flowers On The Weekend. He’s an outspoken activist in favor of marijuana legalization, and has a plan to enhance music education in his hometown of Philadelphia with special programs and projects. Asher helped found Sunflower Philly, a slice of natural life in the heart of Philly that acts as a community-first venue for art, music, events, and more.

The upcoming Greenhouse Effect Vol. 3 reflects his passion for teaching, talent for artist development, love for collaboration, and belief in the importance of self expression. Many of the producers on the project had never placed a song before, and Asher took the time to teach them about royalties and publishing splits. He is determined to help these producers develop careers of their own. Stay tuned for more.

Ahead of the project’s release, Asher will be hosting an in-person listening party at Sunflower Philly (an outdoor venue) on August 28th, and will host a Discord listening party for non-local fans on August 30th.

Stream GEV 3-Piece: https://asherroth.ffm.to/gev3piece

Watch “Snazzy Kat”: https://youtu.be/ba6qnFi2z2w

Please contact Michelle or Erin if interested in talking with Asher Roth.

The Background:

“According to mathematics and astrology, 12 years typically marks the closing of a cycle and the start of a new one,” explains Asher Roth. “That’s where we are right now.” A dozen years ago, Asher Roth was atop the charts and on magazine covers. However, despite the mainstream popularity, the music represented a passing moment in the artist’s life. In the decade since, Asher has bucked the system and taken the scenic route on a creative mission fueled by artistic integrity, songwriting, and expansion. On September 3, Asher revisits his roots with Greenhouse Effect, Volume 3. The former student now becomes the teacher for the trilogy of a respected mixtape franchise. In completing a 12-year-cycle, Asher Roth presents his personal and artistic growth and cultivates and empowers a new crop of talented MCs and producers.

More than a decade after releasing his debut album Asleep In The Bread Aisle, Asher Roth has settled into a creative and productive life as a musician, activist, and entrepreneur. He designs his own merch, and founded RetroHash, his own record label, on which he released his 2020 album Flowers On The Weekend. He’s an outspoken activist in favor of marijuana legalization, and has a plan to enhance music education in his hometown of Philadelphia with special programs and projects. Asher helped found Sunflower Philly, a slice of natural life in the heart of Philly that acts as a community-first venue for art, music, events, and more.

Links:

“Snazzy Kat”: https://youtu.be/ba6qnFi2z2w

GEV 3-Piece: https://asherroth.ffm.to/gev3piece