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Band & Musician News - Freddy Reynold Presents 'Southside Run It'

Freddy Reynold Presents 'Southside Run It'

15 October 2021 - 0 Comments

Aotearoa/Samoan emcee Freddy Reynold, is unapologetic with his latest release. This drop has been a long time coming. Ever since that K-mart trip with his Mum choosing his Christmas present when Freddy was 9 years old - and picking out the CD Solid Gold Hits by the Beastie Boys.

Fast forward to 2021 and Freddy has become a creative force to be reckoned with. Delivering an EP's worth of festival ready bangers cleverly fusing EDM, House and Hip Hop. A respectful nod to Dizzee Rascal can be found on the lead single Southside Run It - in recognition of the influence the UK artist has had on this Southside native’s journey. The homage comes coupled with a heartfelt show of loyalty to his hometown of South Auckland.

Reynold possesses a Hip Hop pedigree that belies his age. His unflappable positivity and ambition are powerful differentiators in this game.

The lead single Southside Run It comes with a slick yet earthy video directed by Raymond Edwards (Younger and Remember Me by TEEKS, and the film Cousins).

The EP’s anthems have been carefully crafted and curated by Reynold and production partner Abraham Kunin (TEEKS, Home Brew, Jujulipps, Rush Wepiha, Dalai Lama).

This is Reynold's first venture with full label support, thanks to the visionaries at Bigpop. A pivot from the brighter tone of his previous self-released outings including Pre Party (2020. The high octane numbers on Southside Run It aren’t for kids. This is adult music. The change of gears is most evident on Flirt, a salacious electric and 808 heavy number, laced by Stuss, and a fire feature from emcee Jujulipps.

Reynold’s world has been affected by Covid – just like the rest of us - including the postponement of a nationwide tour with Australian crew Sydney Yungins.

Reynold’s hybrid Hip Hop / EDM / House sound is most openly showcased on When I’m On - with its infectious 2 step beat. Wide Awake might well be the most instantly accessible given its irresistible melodic hook and groove, driving it into a more ‘hip hop merged with pop’ lane. This is also one of Freddy’s favourites, stretching him into new territory - both as a singer and emcee. It’s a must for summer playlists.

Reynold also just happens to be one of New Zealand’s best kept secrets as a live performer. He has an electric energy and flawless delivery which sets him apart from all but the top-tier emcees. There is a generosity and commitment to the moment “I don’t care if it’s 2, 10, 100 people...every time I treat it like I’m playing in front of a million people.”

There is a steely focus in Reynold’s work. When asked how he maintains his positive laser-beam energy, Freddy’s answer is typically inspirational, “What makes me want to rap? It’s the idea of legacy. I want to look back and have kids be like ‘Freddy Reynold, NZ top five of all time’. Right up there alongside inspirational leaders such as; Tom Scott, David Dallas, Che Fu, Scribe’. That’s what keeps the fire burning. It’s obsessive in the healthiest way!”

Southside Run It is out October 15 via New Zealand indie Bigpop Records.

Bigpop is a full service Record Label and Music Publisher (in partnership with BMG Global) working alongside artists, producers and writers such as CHAII, Isla Noon, Kings, TîMMy the First, Evening is Youth, Frank Eliesa, STUSS, Valkyrie and Jujulipps amongst others.

Listen to the EP

Watch the Video for Southside Run It

Next: False Heights Release New Single 'Inhale'

Prev: Adam Tukiri Releases New Track For His Son - ‘Little Man’


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