Russ' 'If Not Now, When' surprise EP deserves ample replays
It’s only four songs deep but my goodness does Russ deliver with his surprise If Not Now, When EP. The project hits different and arrives right before his world tour as an unexpected and much-appreciated audio gift to his day ones.
Russ’ new EP deserves ample replays
The project officially arrived this past Tuesday but when you’re dealing with Russ, is there ever a wrong time to listen up? This is going to receive repeat mode nods through at least the start of May.
RUSS dropped a new EP as a gift to his fans right before his world tour called “If Not Now, When?” The EP is fully produced by Russ himself and will consist of 4 songs: “Star,” “Waves,” “Back from London Freestyle,” and “Never Again.”
This comes off the heels of Russ rebranding his world tour to: THE JOURNEY IS EVERYTHING TOUR and announcing collaborator KTYLN joining as tour support alongside BIA & BUGUS.
After San Diego Native KTLYN joined Handsomer for the remix, within a few weeks of it’s release the single hit #1 across all genres on I-tunes, #6 on US Spotify chart, debuted at #1 on the weekly Digital Song Sales Chart with an up of 636% in sales, sat #1 on Billboard’s Week of March 19th hits, and Currently sits @ #40 on Billboard Hot 100 jumping 20 spots in just a week!
Russ’ non-stop grind
Over the past 12 months, Russ has remained committed to bossing up. The hip-hop star even put together his very own record company called DIEMON Records back in March.
This isn't the first time we are seeing RUSS exercising his A&R chops as he recently A&R his whole CHOMP 2 EP with notable names such as Snoop Dogg, Westside Gunn, Joey Bada$$, Big Sean, Jadakiss, Hitboy, Wale, and even a verse from the elusive Jay Electronica. This also won't be his last time A&R ing a record with an exciting announcement coming in Q2.
In December 2021 Russ dropped CHOMP 2 the follow-up to his critically acclaimed EP CHOMP. The sequel boasts a host of rap-heavy hitters and celebrated producers. Arguably making a run for Best album rap album of year the project went on direct sale to fans for $4 and was able to sell over 7,000 units in just a few days - this not including streaming downloads. You can read more about the project from the street week press run he did for CHOMP 2: Ebro, LA leakers, Breakfast Club, and Rory & Mal.
Hits on hits on hits
He’s not just doing it by himself. The hip-hop crooner has put out impressive collaborations with some of the biggest names in both the R&B and gritty rap side of the culture.
His first single of 2021 ”Ugly” ft. Lil Baby is the No.1 added song to urban radio, and single “Take You Back” ft. Kehlani currently sits at #39 on radio charts. Other 2021 releases include “Own My Masters” by Jackboy Ft Russ, “Fck Boys” by Blxst Ft. Russ, “Hard for Me”, “Misunderstood” video and single, “SMALL TALK” single, and “BANKRUPT” single and music video with accompanying merch.
These singles follow the success of Russ and Bia’s RIAA platinum-certified viral hit “Best on Earth,” which has over 400 million streams worldwide to date off his final studio albumSHAKE THE SNOW GLOBE (DELUXE) released top of last year. He then surprised fans by releasing his first independent project “CHOMP EP” ft. Busta Rhymes, BlackThought, Benny the Butcher, Alchemist and more a few months later. Changing lanes Russ also dropped a book last year called “IT’S ALL IN YOUR HEAD,” where he reflects on the lessons he’s learned from his career, family, and relationships. In the book he pushes readers to bet on themselves, take those leaps of faith, and recognize struggles as opportunities.
