six-time GRAMMY® Award-nominated multiplatinum Atlanta rapper, producer, and multi-instrumentalist B.o.B returns with his brand new video “4 Lit” [feat. T.I. & Ty Dolla $ign]. It’s the first single from his fourth full-length album and very first independent offering, ETHER [No Genre/Empire]—arriving everywhere May 12th, 2017.
Pre-order it HERE.
Directed by Chad Tennies [Audio Push, Trevor Jackson], the single’s music video is a star-studded affair to say the least. Joined by collaborators T.I. and Ty Dolla $ign, B.o.B takes over a club packed with friends and hip-hop elite such as Kap G, Young Dro, London Jae, Yung Booke, Tokyo Jet, Trae tha Truth, RaRa, and the track’s producer 30roc. “4 Lit” blends Ty Dolla $ign’s signature sound with a wild verse from T.I. as B.o.B turns up on the intoxicating refrain.
Too lit just isn’t enough; time to get “4 Lit.”
Combining the undeniable energy of his breakout debut honed with a conscious wisdom, ETHER signals a new musical phase for B.o.B Blasting off to the next realm yet again, he invited a bevy of high-profile guests along for the ride, including Ty Dolla $ign and T.I. Additional guest features and details will be revealed in the coming weeks, follow B.o.B on Instagram and Twitter for the latest news.
About his evolution, B.o.B comments, “It’s about balance these days. If you look at my career, there’s been a story arc. On The Adventures of Bobby Ray, Bobby goes on an adventure. He smokes some Strange Clouds afterwards. Then, he goes to the nightclub and does urban music in Underground Luxury. He takes some psychedelic mushrooms, has an awakening, and drops conscious projects like Psycadelik Thoughtz. Now, I want to take everything and have fun in this culmination called ETHER. I’ve always believed knowledge plus experience equals wisdom. The experience is kicking in.”
ETHER stands out as a new space for B.o.B and hip-hop at large.
In many ways, the man born Bobby Ray Simmons, Jr. has been building towards this body of work since his arrival in 2006. The blockbuster 2010 debut B.o.B Presents: The Adventures of Bobby Ray catapulted him to superstardom. Not only did the record capture #1 on the Billboard Top 200, but it also went RIAA double-platinum and spawned a string of multiplatinum smashes such as the triple-platinum “Nothin’ On You” [feat. Bruno Mars], six-times platinum “Airplanes” [feat. Hayley Williams of Paramore & Eminem], and double-platinum “Magic” [feat. Rivers Cuomo of Weezer]. He received an impressive six GRAMMY® Award nominations in the categories of “Album of the Year,” “Best Rap Album,” “Record of the Year,” “Best Rap/Sung Collaboration,” “Best Rap Song,” and “Best Pop Collaboration With Vocals.”
2012’s Strange Clouds landed in the Top 5 of the Billboard Top 200, earned a platinum plaque, and contained the multiplatinum hits “Strange Clouds” [feat. Lil Wayne] (double-platinum), “Both Of Us” [feat. Taylor Swift] (platinum), and “So Good” (double-platinum) as well as a collaboration with Academy® Award winner Morgan Freeman entitled “Bombs Away.” Driven by singles such as the double-platinum “Headband” [feat. 2 Chainz] and platinum “We Still In This Bitch” [feat. T.I. & Juicy J], 2013’s gold-certified Underground Luxury maintained this scorching momentum. Among other hits, “Don’t Let Me Fall” and “Bobby Ray Bands” also both reached gold status. Along the way, he became a powerful stage presence, performing with the likes of Eminem and Jay-Z, Wiz Khalifa, Bruno Mars, and more. 2015’s surprise mixtape Psycadelik Thoughtz and four-part follow-up Elements showcased his spirituality and spun around a carousel of influences ranging from rock to Hinduism.