11.24.2020

Video: Rucci – “Understand” ft. Blxst

The Inglewood Alpha Dog Shows Off His Sweet Side in the Video for This Touching and Melodic Highlight from Midget

Critical Praise:

“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

The Video:

With a talent that shines no matter his mood, Inglewood’s Rucci strikes the perfect balancing act between heartfelt bars and disrespectful rhymes. Delivering a melodic post-mortem to a recent relationship, Rucci shares “Understand,” his latest video. Featuring an appearance from fellow L.A. native Blxst, whose smooth tenor helps accent producer JR‘s emotional guitar flourishes, “Understand” is an aching and vibey rap ballad, in which Rucci offers a mea culpa from the bottom of his heart to his ex, making sure that even if she doesn’t take him back, she understands where he comes from: “First off, look I’m sorry, to keep it real, you know that ain’t me/And it broke me into pieces when you told me that you hate me.” In the video, Rucci and Blxst bring their respective ladies to a ’50s-style diner in an attempt to make things right. Directed by RealMovie, the striking video perfectly suits the song’s laid-back vibe and sorrowful, yet hopeful message. “Understand” is Rucci’s second video in two weeks, following the autobiographical clip for “Complicated.“

“Understand’ is a standout track from Midget, Rucci’s second album. The follow-up to 2019’s acclaimed Tako’s Son, Midget finds Rucci maturing as an artist, while still treating his fans to the delirious punchlines they’ve come to expect. Last week, Rucci shared Midget (Deluxe), which added 9 quality songs to the original’s 15 tracks. The deluxe edition is home to new highlights including the Ron-RonTheProducer-helmed “Where I’m From,” in which Rucci trades bars with OhGeesy of Shoreline Mafia and BandGang Lonnie Bands over gentle acoustic guitars, the Public Enemy/Jay-Z-interpolating “Hotel,” the lush and plaintive “Do I Ever,” and “Watch Me,” another confrontational collaboration with Rucci’s frequent sparring partner AzChike. With production from Ron-Ron, Cypress Moreno, JR, and others, and additional guest spots from AzSwaye, Lil Deuce, Mister, and Pjay, Midget (Deluxe) is available everywhere via Mackk&Co/EMPIRE.

Watch “Understand” ft. Blxst: https://www.youtube.com/watch?v=BoI9HDfVCO8&feature=youtu.be

Midget tracklist:
1. Complicated (Prod. by 420Tiesto, Traplordcami, Drumma)
2. No Friends (Prod. by Romo)
3. Bad Boys ft. AzChike (Prod by Traplordcami & 420Tiesto)
4. Check Me Out ft. Haiti Babii (Prod. by Drumma & 420Tiesto)
5. Okay Doeee ft. ALLBLACK (Prod. by Ron-Ron)
6. Me & My Drugz Pt. 2 ft. Shordie Shordie (Prod. by Steelz)
7. Burn In Hell Bitch ft. White John (Prod. by Traplordcami , Killa cam & Drumma)
8. Hoe Friends (Prod. by Romo)
9. Killa (Prod. by Traplordcami & Drumma)
10. Understand ft. Blxst (Prod by JR)
11. Broken Wings Interlude (Prod. By 420tiesto & Traplordcami)
12. Believe In Me ft. Mozzy (Prod. By Steelz)
13. Ran Outta Luck (Prod. by Romo)
14. Leave Me Alone (Prod. by Romo)
15. Juan Carlos Martinez Jr (Prod. by Romo)

Midget (Deluxe) new tracks:
16. Hotel (Prod. by Zay Coronado)
17. Tha Whoops (ft Lil Duece & Cypress Moreno) (Prod. by Cypress Moreno)
18. Watch Me (ft. AzChike)
19. Where I’m From (ft. Band Gang Lonnie Bands & OhGeesy) (Prod. by Ron-RonTheProducer)
20. Do I Ever (Prod. by BlvckLotus)
21. Ride Wit Me (Prod. by Benny Ave)
22. Float On (ft. Mister) (Prod. by Tiesto)
23. Shmoke (ft. Pjay & AzSwaye) (Prod. by Fort Woe)
24. Everybody Weird (Prod. by JR)

Please contact Michelle or Erin for more info.

The Background:

Rucci Background:

Rucci is a 26-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 Background:

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.