Rucci Kicks Back on a Tijuana Beach in the Video for “La Bamba”
Video: Rucci – “La Bamba”
The Los Angeles Heavy-Hitter Draws Parallels Between Two Types of Hustlers in this First Single From His Upcoming Debut Album
“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
Artfully relaying the realities of street life, Rucci is one of the most promising rappers in L.A.’s new wave. Bringing to life a summer jam with wit and substance, Rucci shares a visual for “La Bamba,” his latest video, premiered by The FADER. Complete with Latin-flavored guitars and snapping trap drums, Rucci draws parallels between the life of a corner fruit salesman in L.A. with the life of a Central American cartel boss on “La Bamba,” illustrating two hustles that share similar characteristics, but offer vastly different stakes. In the video, Rucci dramatizes his metaphor, portraying a fruit salesman who dreams of sipping Don Julio by the Pacific Ocean in Mexico. The video features a cameo from Tako, Rucci’s Salvadorian father who was deported in 2017, capturing the moment of reunion after a two-year separation between father and son. With audio premiered by the L.A. Leakers on Los Angeles’ Power 106 on July 1st, “La Bamba” is the first single from Rucci’s upcoming debut album.
Hailed by HYPEBEAST as one of the best new artists of Spring 2019, Rucci is one of L.A.’s most respected and locally popular emcees. Rucci started his career as one half of the duo MackkRucci, alongside childhood friend and fellow rapper Sean Mackk. When Mackk passed away in 2017, Rucci soldiered on in his memory, expanding his following and carrying the torch for his friend on several acclaimed solo tapes. In 2018, Rucci made his way into the national consciousness with El Perro, one of three mixtapes he released last year, which featured the massive local hit “Light It Up,” a collaboration with AzChike, racking up over 1 million streams across platforms.
Watch “La Bamba”: https://www.youtube.com/watch?v=F8LzsQoe33I
Listen to “La Bamba”: https://empire.lnk.to/LaBamba
Check out The FADER’s premiere: https://www.thefader.com/2019/07/16/rucci-la-bamba-video-takos-son-album
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.
“Ain’t Nuthin”: https://www.youtube.com/watch?v=o9ZaU-bojos
“Light It Up” ft. AzChike: https://www.youtube.com/watch?v=S8jS79ahs38