7.8.2020

Visualizer: Shoreline Mafia – “Change Ya Life”

Critical Praise:

“”After dropping a terrific debut album last November — a stylish bundle of songs that somehow felt nonchalant and meticulous at once — Shoreline Mafia has since become one of the most fascinating acts in a resurgent L.A. rap scene. And on Saturday night, the [collective’s] chemistry was something you could practically reach out and touch. These guys love rapping, and even more than that, they love rapping with each other.” – Washington Post

“Videos filmed in graffitied, just-made condos and fluorescent strip malls near East Hollywood helped make Shoreline Mafia the [collective] of choice for truant teenagers. “Musty” and “Bottle Service” are definitive Shoreline: rollicking, slithering, and, in their creation, laughably janky and blatantly illegal.” – Noisey

“Shoreline Mafia is leading L.A.’s unruly rap renaissance.” – The FADER

“The only prerequisites to enjoying their music are a functional set of ears” – Passion of the Weiss

The Video:

Since forming in 2018, Shoreline Mafia has grown into one of the most popular acts on the West Coast, drawing droves of fans to their energetic shows. Flashing back to a happier time, before the COVID-19 pandemic put a temporary end to live music, Shoreline shares a new visualizer for “Change Ya Life.” A bouncy rider’s anthem produced by Detroit native Helluva (Tee Grizzley’s “First Day Out,” Megan Thee Stallion’s “B.I.T.C.H.”), “Change Ya Life” combines fluttering synths with crisp handclaps and thunderous low-end, as OhGeesy and Fenix Flexin brag about their new Benzes and infinite bottles of Dom Perignon. The new visualizer combines raucous footage from sold-out shows with behind-the-scenes footage of the making of the new song and the upcoming Mafia Bidness. The new visualizer also pays touching tribute to Mac P Dawg, a close associate of Shoreline Mafia who tragically passed earlier this year.

Working with frequent collaborators and new faces, Mafia Bidness expands and refines the Shoreline sound, offering viciously clever bars atop propulsive instrumentals. Hosted by OhGeesy, Fenix Flexin, Rob Vicious, and Master Kato, the upcoming project fits firmly within the West Coast tradition, offering beats that reference classic hyphy, G-funk, and party rap tracks, bringing hard-hitting L.A. anthems produced by frequent collaborators RonRon and Ace The Face, and furthering the deep connection between flourishing rap scenes in Los Angeles and Detroit. Mafia Bidness hits DSPs on July 31st via Atlantic Records and is now available for pre-order.

Mafia Bidness is the culmination of a massive year for Shoreline Mafia. In late June, the crew connected with YG for “Gangstas & Sippas” (Remix), a new version of the Too $hort-sampling, Q Da Fool-featuring slapper. Earlier this year, Shoreline recruited Lil Yachty for the laid-back rider’s anthem “Ride Out.” This spring, Rob Vicious shared his new mixtape Breakthrough, which featured production from Three 6 Mafia’s DJ Paul and a guest appearance from Fenix Flexin. Fenix is currently preparing to release his first solo project later this year. In February, before the COVID pandemic, Shoreline performed their first festival-headlining set at Vancouver’s Lil Fest.

Stay tuned for much more information about Mafia Bidness in the coming weeks.

Watch “Change Ya Life”: https://youtu.be/RcTsrFMbLZY

Pre-order Mafia Bidness: https://www.hellawave.com/mafiabidness

Buy/Stream “Change Ya Life”: https://Shoreline.lnk.to/ChangeYaLife

Please contact Michelle or Kerry for more info.

The Background:

The pulse of Los Angeles loudly echoes through its rap crews.

In the late eighties, N.W.A. reflected the pre-riot tension of a city on the brink of total collapse. Cypress Hill finally gave the Latin community (and smokers everywhere) a seat at the pop culture table throughout the nineties. Odd Future magnified the skate mayhem of the Fairfax district in the aughts. That brings us to Shoreline Mafia. Since formally launching in 2016, the collective of four diverse, dynamic, and dangerous talents— OhGeesy [Alejandro Coranza], Rob Vicious [Robert Maggee], Fenix Flexin [Fenix Ryinski], and Master Kato [Malik Carson]—went from popular Soundcloud uploads to selling out arenas and picking up platinum plaques.

The group has garnered unanimous acclaim from Pitchfork, The FADER, Forbes, The Washington Post, Noisey, and more, and racked up more than 2 billion streams by 2020.