Syndaartist has released "RUNNiNG," a country-influenced rap record that leans on raw emotion rather than the delivery he is better known for.
AllHipHop's Brxton Lee called it one of the rapper's best-performing singles to date, pointing at the writing as much as the country instrumentation behind it.
Syndaartist is from the Third Coast, and has built a reputation on an aggressive delivery and on collaborations with some of the stronger writers in the South. "RUNNiNG" pulls in the opposite direction from that, which is the point of it.
The business behind the release matters as much as the song. He signed a distribution agreement with UnitedMasters, Steve Stoute's company, and has been working its sync program, which has drawn interest from major sports teams for earlier singles like "PiML" and "DUCKk."
He has made clear that more is coming and that he has stopped holding songs back, which points to a faster release cadence rather than a single-and-wait approach.
"RUNNiNG" is out through the usual streaming services and through the direct-to-consumer platform EVEN. It sits with the rest of this week's hip-hop and country crossovers on the release calendar.
The facts
- The single is called RUNNiNG and uses country instrumentation
- Syndaartist is a rapper from Texas
- AllHipHop calls it one of his best-performing singles to date
- He has a distribution deal with Steve Stoute's UnitedMasters
- Earlier singles PiML and DUCKk drew sports-team sync interest
- The song is also available through the platform EVEN
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