Is it unsigned hype or an ultimate marketing ploy? Either way, rising Bronx sensation A Boogie Wit Da Hoodie is the next thing smoking out of the Big Apple. Coming through like a summer's breeze, the youngster with the melodic flow and bemusing name has the streets ablaze with a string of tunes that blur the lines between Trap&B and rap.
Unlike hotshot predecessors like Bobby Shmurda and Desiigner, who quickly grew from bubbling to buzzing thanks to viral Vines and label deals, this Highbridge, BX native has built a wave through grassroots marketing that is neither attached to a sixty-second clip, dance move, nor big-time label deal. In fact, as of this writing, there aren't any standout interviews to even speak on. However, what is out there is the music which, despite being developed within a short timeframe (one year to be exact), has already awarded A Boogie the kind of following that has everyone talking and listening.
On the airwaves, you'll hear Hot 97's own Funkmaster Flex blasting off his evening line-up with A Boogie's live-from-the-kitchen talk records like "Bando" and maintstream-flavored tunes like "My Sh*t." Walk down any street of the five boroughs and a song like "Bag On Me" is likely to rumble out of cars passing by. Take note of a moment like last month, for example, when the young bull headlined (and sold out) his own show at NYC’s B.B. Kings (see above). After that, check Instagram and see stars like Meek Mill quoting the rapper.
So what is it about this kid that has generated so much attention?
Listening to his music, the obvious is demonstrated through his penchant for creating infectious melodies and easily digestible bars. He isn't a wordsmith, nor is he one of those trendy, trap-happy rappers either. In his signature unforced, sing-rapping flow he exudes the kind of dexterous formula that wins on radio and the speakers of Jeeps, Lex Coups, Bimaz and Benz (word to Lost Boyz). Just as comfortable rapping as he is singing, A Boogie flashes a rare versatility and style that is freeflowing and allows for him to dance over the lines of R&B ("Half On A Baby," "Still Think About You") and street rap ("Jungle," "Not A Regular Person").
With just two mixtapes to his name, both released this year, A Boogie has already amassed over 8.6 million total views on his personal YouTube page, which only hosts about three official music videos. On SoundCloud, the numbers are ridiculous, totaling up to 23.3 million plays. Back in February, the rapper released his latest mixtape Artist, which is approaching nearly a million playbacks on Datpiff, and last month he dropped Highbridge the Label: The Takeover, Vol. 1. Still, even with all the numbers, A Boogie has little press coverage to his name. Maybe it's a marketing tool to boost his mystique or maybe he's just the epitome of that famous line from The Notorious B.I.G.: "Stay low and keep firing." Either way, A Boogie is his name and sooner or later the rap world will be hip to his game.