10.15.2024
Single: Sheff G – “Never Again” ft. Lil Tecca
The Brooklyn Rap Trailblazer Teams Up With One of Queens’ Hottest Young Stars to Embrace The Buzzing Sexy Drill Sound
The Track Arrives Ahead of Sheff’s Upcoming Project
Proud of Myself, Out 11/22 via Winners Circle Entertainment/RCA Records
Critical Praise:
“A pioneer of Brooklyn drill and one of its most technically gifted lyricists” – Pitchfork
“Sheff G helped define the Brooklyn drill sound — now he’s pushing it forward” – COMPLEX
“[A] hard, forceful New York rapper with a deep, resonant voice” – Stereogum
“High area-of-impact raps…Sheff arrives at the frontlines of battle with a rare firmness and singlemindedness” – Passion of the Weiss
The Single:
A veteran in the New York rap scene, Sheff G paved the way for the rise of Brooklyn drill and its offshoots. Preparing for the release of his upcoming project Proud of Myself, Sheff teams up with Lil Tecca for “Never Again,” his new single. The single finds Sheff showing off his softer side, embracing the buzzing sexy drill sub-genre and asking his girl for a second chance after learning from past mistakes: “I know that I f*cked up, baby can I still be your man / I know that I f*cked up, baby can I get a second chance / I know that I f*cked up, I would never play with you again.” Tecca hops on the track for a verse of his own, thinking about the ways he can prove to his girl that he’s better than the rest: “Tell me what you want from us, baby we can do that sh*t again / Shoulda took you to Japan, took you to Hawaii / Out of the world like Elon Musk, baby tryna get high with me where.” “Never Again” is a part of Sheff G and Sleepy Hallow’s Don’t Sleepy While It’s Lit (Part 2), a series of double singles leading up to projects from both artists later this year.
“Never Again” ft. Lil Tecca follows up “Today” and will appear on Sheff G’s upcoming project Proud of Myself, out 11/22 via Winners Circle Entertainment/RCA Records. With features from Sleepy Hallow, Lil Tecca, and more, the project is the long-awaited follow-up to 2022’s From The Can. The road to Proud of Myself began earlier this year with Sheff’s triumphant homecoming single “Everything Lit“. He quickly regained his stride with his recent On The Radar Freestyle and collab with Sleepy Hallow on “Yes Freestyle”. With the explosion in popularity of Brooklyn drill over the past few years, Proud of Myself is a testament to Sheff’s enduring legacy and continued influence within the genre. Following the project’s release, Sheff G and Sleepy Hallow will be hosting Winners Fest on Friday, 11/29 – a one-night festival celebrating the evolution of New York rap that will feature performances from Cash Cobain, Chow Lee, 41, wolfacejoeyy, and more. Buy tickets to Winners Fest HERE.
A pioneer of the burrough’s drill movement, Sheff G first began making music while he was still in high school. He quickly garnered buzz with his debut track “4 Them Racks”, a release that led to his 2017 breakout moment with explosive underground hit “No Suburban”. A strong run of releases followed, including his critically-acclaimed debut album One and Only, as he ascended through the genre’s ranks, collaborating with fellow rap mainstays A Boogie Wit da Hoodie (“Run It Up”), King Von (“PICASSO”), Eli Fross (“ISO”), Polo G (“On Go”), and Fivio Foreign (“Waiting”), racking up millions of streams and video views, including 6 RIAA-certified Gold Records and a Platinum Record, in the process.
Now at just 26 years old, Sheff G is already paying the way forward for the next generation of artists alongside longtime friend and collaborator Sleepy Hallow, with whom he co-founded independent label Winners Circle Entertainment. A community-oriented artist to the core, Sheff G is also dialed-in with his non-profit organization Love On Life Foundation, which he founded while still behind bars to address mental health and income disparities in his community. “Now we can sign other artists and give people opportunities to feed their families also,” he explains.
With Proud of Myself on the way, Sheff G is making up for lost time and ready to show the world what he’s capable of. Stay tuned for much more from the Brooklyn drill pioneer soon.
Stream “Never Again” ft. Lil Tecca: https://sheffg.lnk.to/
Stream Don’t Sleep While It’s Lit (Part 2): https://winnerscircle.lnk.
Pre-Save Proud of Myself: https://forms.sonymusicfans.
Buy tickets to Winners Fest: http://www.thewinners.
Please contact Michelle or Alexandra for more info.
The Background:
Chase Shakur’s vision is both simple and unendingly ambitious. To put it plainly, the Atlanta-born artist wants to change the sound of R&B. On his new project, “it’s not you, it’s me”, the talented singer-songwriter transcends genre signifiers to conjure up a unique world. Armed with a deep grasp of the South’s musical history—hip-hop, funk, soul, pop, and R&B—Shakur synthesizes these various elements into a forward-thinking sound deeply rooted in Black culture. T
After deciding to pursue music full-time and drop out of school, Shakur was barred from living in his childhood home. He couch-surfed and spent days in various studios, resting between songwriting sessions. This era helped him forge collaborative bonds with other producers and songwriters, some of whom went on to figure in his Forever N September collective, a group of musicians who helped craft the sound of “it’s not you, it’s me”. The resulting project feels diaristic and transcendent. “it’s not you, it’s me” is a reflection of Chase Shakur’s career thus far, particularly his mental toughness and ability to keep pushing forward all in pursuit of that one goal: To change the shape of music.
Links:
Instagram | Twitter | YouTube
“Never Again” ft. Lil Tecca: https://sheffg.lnk.to/
“Today”: https://sheffg.lnk.
Pre-save Proud of Myself: https://forms.
“Bless Ha”: https://sheffg.lnk.to/
“Own Lane”: https://sheffg.lnk.to/
“Everything Lit”: https://www.youtube.com/