The 'Turn On the Lights' rapper discards traditional album rollouts, opting for a series of snippets, including a 15-second prview of 'Ski', that showcase a return to his minimalist roots.
- Sep 17, 2024
AceShowbiz - The renowned rapper, Future, is shaking up the music industry with an unconventional rollout for his forthcoming solo project, "Mixtape Pluto". Unlike his previous releases, marked by elaborate promotional campaigns for Metro Boomin albums, Future has opted for a minimalist approach this time around. Rather than releasing a lead single followed by a full tracklist, he has chosen to unveil his music through a series of brief snippets, each accompanied by a gritty, atmospheric music video.
One of the standout snippets, "Ski", released on September 16, is a fifteen-second glimpse into what many fans are touting as a return to the "Mixtape Pluto" era. With its raw, trunk-rattling beats and stripped-down sound, "Ski" harks back to the sonic aesthetic Future perfected with "Dirty Sprite 2". The video for "Ski" reinforces this nostalgic vibe, showcasing Future clad in all-black, looking menacing against a neon green backdrop.
Future's strategic promotional decisions for "Mixtape Pluto" appear to be highly deliberate. As an artist who has achieved a level of success that few can rival, he is bypassing traditional media engagements and colossal collaborations. Instead, he is allowing the music to speak for itself, a philosophy he elucidated during a 2022 profile with GQ. "I got here through music," Future stated. "I didn't get here for having the best interviews. Other dudes in the world can have the best speech. They can do this in one take and it'd be perfect."
While it is unlikely that megastar Drake will feature on "Mixtape Pluto", Future has enlisted several notable collaborators for the project. Veteran producers like Southside and Boi-1da have contributed to some of the snippets, while artists such as Playboi Carti and Travis Scott (II) are confirmed guest features. Both Carti and Scott have their own albums slated for release in 2024, opening the door for potential reciprocal collaborations.
Future's innovative marketing strategy and nostalgic musical direction suggest that "Mixtape Pluto" will be an album to watch out for. By returning to his roots while enlisting contemporary heavyweights, Future is poised to make a significant impact on the hip-hop landscape, staying true to his mantra of letting the music speak for itself.
