Hailing from Ontario Canada, the intriguing multi-talented OVO representative PARTYNEXTDOOR has been having a momentous effect on the music scene ever since he was signed to Toronto’s very own Drake and his OVO label. He released his debut self-titled mixtape last July which received continuous great reviews and helped to establish him as the artist he is today. He not only provides a ‘new wave’ of the R&B genre by often infusing lush electronica with R&B sensibilities but he is an all-round artist as he is also a songwriter and producer and may I just mention he is only 20! PARTYNEXTDOOR released a brand new track recently for our ears to devour titled “Persian Rugs” and this track from the enthralling artist is my tip for Best New Music for this week.
Born in Mississauga Ontario in western Toronto, Jahron Anthony Brathwaite (is his birth name but prefers to go by his stage name PARTYNEXTDOOR) was the first artist to be signed to Drake’s OVO Sound record label which is a great thing considering the fact he fits the OVO sound perfectly with his natural effortless talents and attributes. Before he got signed, he went by his birth name and had already been making EDM-infused R&B tracks, so it is definitely a great thing that he kept the his signature style of music that he was comfortable with.
His self-titled debut mixtape was released in July, 2013 and featured tracks that were all composed by him, demonstrating one of his many talents including stand out tracks such as “Make A Mill” and “Right Now”. PARTYNEXTDOOR debuted at number six on the Billboard Heat Seekers Albums Chart selling 2,000 copies and by the ending of July, peaked at number 34 on the Top R&B/Hip Hop Albums Chart. PARTYNEXTDOOR also provided backing vocals for his mentor Drake’s platinum-selling album Nothing Was The Same for the songs “Own It” and “Come Thru”. His smooth up-tempo debut single “Over Here” featuring Drake made an impact on contemporary urban radio as it peaked at number 47 on the Billboard Hot R&B/Hip Hop Airplay chart. He also featured on Drake’s Would You like a Tour concert series along with Miguel and Future, which helped get him out even more.
Following a great 2013 highlighted by many great achievements, the Ontario crooner started the new year with the refreshing yet infectious seductive song “Persian Rugs”. This track may be different to the his usual sound, as it is more on the slower side to the tracks we have heard from him previously, however it does not take away from how great the track is, as his chilling voice meshes nicely with the ambient back drop leaving his vocals to float effortlessly on the track. PARTYNEXTDOOR sings this song for the ladies, and talks about his art to seducing his leading lady and is very direct about it with his lyrics. “Persian Rugs” has a sensual beat built on a soft timid electric piano with subtle bass and climactic drumming. The track definitely ticks all the right boxes musically, and gives the audience a nice chilled feel – it is definitely a good listen.
Part of PARTYNEXTDOOR’s appeal is that although there may not be a lot of information about him on the internet he has such a great hype and fan base that follows him – “Persian Rugs” has been streamed almost half a million times in less than four days. The record itself is a great offering to bring his natural talent to the fore as it showcases his mesmerizing and captivating music style, which is why he is a great self-sufficient artist that everyone needs to look out for this year. From the success of his self-titled debut project last year, it would be intriguing to hear the continual growth from PND in 2014.
Have a listen to “Persian Rugs” below:
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Words by Joannie Scarsbrook // Edited by Ayo Adepoju
