Video: Rucci – “Killa”
The Inglewood Rapper Samples Zapp & Roger For His New For-The-Ladies Anthem
“On the spectrum of the new Los Angeles, Rucci sits closest to classicism, capturing the spirit of greats like Suga Free and Mack 10. But don’t mistake that homage for predictability: Rucci consumes these beats. His presence throughout this album is glowing, outsized, and even within the frames of L.A. bump — minor keys, minimal bass — he makes daring production choices. (“Lowrider” interpolates, you know, that song). But beneath the booming production and drug inventories that run rampant on Tako’s Son are stories of deep loss and chosen family” – NPR
“Rucci is one of the few young and buzzing West Coast rappers capable of pleasing both emcee traditionalists and those seeking true starpower and hit-making potential… Inglewood’s chosen son is on his way to stardom.” – HYPEBEAST
“… has raw neighborhood-star quality that leads to raucous and overpacked live shows.” – Billboard
“… L.A.’s most exciting rappers at the moment, capturing the raw energy of their respective neighborhoods on tracks like ‘Arco’ and ‘Like Woah.'” – The FADER
“… El Perro confirms Rucci as a major talent…There is likely no skeleton key to instant national fame, but Rucci seems to be developing, right in front of us, into an artist of major consequence.” – Vulture
“He’s become equally adept at writing fun party slappers and ferocious pain rap dirges, gangsta rap indebted to history but hounded by the demons of the present.” – The LAnd
Delivering his rhymes in an energetic snarl, Inglewood’s Rucci has the mic presence to make every track come alive. Channeling his city’s electro-funk past, Rucci shares “Killa,” a new ride-or-die love song. Sampling Zapp‘s 1985 classic “Computer Love,” famously sampled in 2Pac’s “I Get Around” and others, “Killa” finds Rucci declaring devotion to his latest girlfriend–someone he can finally trust after years of heartbreak: “You’re a real one, I feel you and I cherish you/I’ll never make you look dumb I won’t embarrass you/Anything that you need you know I’m there for you/Like you were there for me/I wanna take you everywhere with me.”
The video calls to mind a different throwback era: 2000s R&B videos. Rucci’s ride or die girl has moved on, and he’s heartbroken in the rain (à la Usher in “U Got It Bad“), but there is the modern symbolism of her new man wearing a black-hearted Comme Des Garçons shirt, while Rucci The Romantic is clad in a red-hearted version of the same tee. “Killa” is Rucci’s second standout single of the month, following the Lyrical Lemonade-premiered “Check Me Out,” an alpha dog anthem with an appearance from Haiti Babii (150k YouTube views).
Both “Killa” and “Check Me Out” are singles from Rucci’s forthcoming sequel to Tako’s Son, his acclaimed debut album. Coming this fall, Rucci’s next album builds on the themes of the previous project, while showcasing Rucci’s ever-improving emcee and songwriting skills.
Channeling personal tragedy into musical triumph, Tako’s Son is the best showcase yet of Rucci’s skill for mixing snapping instrumentals, breakneck bars, and heartfelt lyricism. Inspired by Rucci’s street-level observations and influenced by his late rap partner Sean Mackk, the album is ultimately a celebration of family, teeming with lessons Rucci learned from his father, mother, aunts, and uncles, and also from his adopted family in the Inglewood streets. The project took its name from Rucci’s father, Tako, an established Inglewood figure, who was deported to his native El Salvador, and Rucci told the full story of his background and his relationship with his dad in an ABOVE ALL-produced documentary. Featuring the L.A. hit singles “Function In The Hood” ft. AzChike and “Get The Strap” ft. Shoreline Mafia (5 million streams on Spotify), Tako’s Son was named one of 2019’s “10 Best Rap Albums That Raised The Bar” by NPR.
Stay tuned for the upcoming project, releasing via EMPIRE.
Watch “Killa”: https://youtu.be/J8uKZb4EvhA
Buy/Stream “Killa”: https://music.empi.re/killa
Rucci is a 2y-year-old rapper with a deep and decorated bloodline in the streets of Inglewood’s Northside. His father, known as “Tako,” is tied to three generations of Neighbor Hood Piru (NHP) set. “He’s a living legend where we’re from, ‘cause he was the only Hispanic person from a Black gang at that time,” explains Rucci, who is Salvadoran and Black. Raised by his father, who is now deported, and an uncle who is currently serving life in prison, the artist born Juan Martinez has been groomed for navigating the streets. However, in a critically-acclaimed, rising music career, Rucci is using wisdom and charisma to change the narrative on his life and his city. “Everything bad that I had to go through is because of my dad,” he notes. Rucci’s EMPIRE debut Tako’s Son sees the rapper turning the difficult cards he’s been dealt into a winning hand.
EMPIRE was founded in 2010 as an artist-friendly, progressive digital distribution company. After early success, and identifying future icons such as Kendrick Lamar, Anderson .Paak, and Rich Homie Quan, EMPIRE was quickly regarded as a tastemaker in the industry and throughout the past five years evolved into a full-fledged record label, distributor and publisher for independent musicians. With the company and roster growing at a breakneck pace, EMPIRE has effectively disrupted a stale business model by bringing its energy, expertise, and acumen to its artists and labels. Today, EMPIRE works with some of music’s hottest talent, ranging from superstars such as T.I. and Snoop Dogg, red-hot newcomers such as SOB X RBE and Mozzy, and established veterans like Jim Jones and Redman. While remaining 100% independent, EMPIRE has also partnered with Atlantic Records for a joint venture, home to breakout star D.R.A.M. and propelled singles by Fat Joe & Remy Ma (“All The Way Up,” 2x Platinum), Tyga (“Taste,” 3x Platinum), and Lil Duval (“Smile”) to the top of the Billboard Hip-Hop Charts. In April 2018, EMPIRE signed a global distribution deal with Universal Music Group for select artist projects.
“Check Me Out” ft. Haiti Babii: https://empire.ffm.to/checkmeout
“Tako’s Son” Documentary: https://www.youtube.com/watch?v=RvtGS3tELKM
Tako’s Son: https://empire.lnk.to/takoson