Is it Finally Time for Pharrell's Emcee Buddy to Shine?

The i am OTHER signee offers plenty of promise on his new single, but can he capitalize on the exposure?

Man, I was just wondering what this kid was up to.

Compton emcee Buddy has quietly been on the come-up for the last five years. However, despite a Pharrell co-sign in the form of a recording contract with his i am OTHER imprint and heavy initial buzz, Buddy’s rise has been a real slow and steady grind. 

Back in 2014, DJBooth linked up with the artist, born Simmie Sims, to release his debut mixtape Idle Time. While Buddy has yet to fully capitalize on his artistic promise in a commercial sense, his work with some of the biggest names in the industry has undoubtedly helped him grow as songwriter and performer. For proof, look no further than his brand new single “Shine,” which was premiered on Zane Lowe’s Beats 1 Radio show.

The smooth-as-hell single—produced by Mike & Keys and DJ Khalil—features some of the same imaginative flows and lofty subject matter that made Buddy’s initial buzz so promising and considering the record received an Apple Music premiere, he might just have the necessary ammo available to break through on this go-round.

It’s worth noting that the track was brought to Zane and premiered by Carl Chery, who is the Head of Hip-Hop & R&B Programming at Apple Music and boasts recent premieres from D.R.A.M. and others, so the young emcee clearly has some important tastemakers in his corner and gunning for his success. As we learned from 6LACK's "Problems" earlier this year, Apple Music can easily blow up a record.

As Buddy’s talents continue to evolve and his buzz begins to boil once again, we can only hope that the young artist is finally able to seize the opportunity and become someone we hear from on a much larger scale.


By Brent Bradley. Follow him on Twitter.

Photo Credit: i am OTHER 



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