It seems that 2007 is the last year several artists lost their traction (like Akon, Sean Kingston or Timbaland) and I’m curious as to why. Now that is not to say that some of these artists aren’t doing anything but sitting on their millions; Timbaland is a part of the major television hit series Empire, and Akon spends most of his time as a producer for artists on his label, Konvict. Juelz Santana, who took the hip hop world by storm with his hit song “There It Go (The Whistle Song)”, is back in the hip hop game 10 years later.
Story | Sara Loretta
Image | The Gazette Review
Like the aforementioned individuals who, after their music subsided and found other outlets to jump into, Juelz Santana spent time “reinventing” himself. Previously Santana had several run-ins with the law, including charges surrounding terroristic threats. This past February, he was signed to Jay-Z’s Roc Nation, and they began to record new music for the early 2000’s rap star.
Juelz’ first release was a collaboration with A Boogie Wit Da Hoodie, and it’s a complete 180 from his original work. “The Get Back” incorporates all elements from the current rap game – a trap instrumental (that samples Jay-Z’s “Dead Presidents”), a touch of autotune and talk surrounding drugs and showing off a new version of themselves:
“Can’t let the fast money slow up / Show off for show out, everytime I show up / Yeah, on the piece like a steady cam / Young nigga ballin’ hard, jelly fan / Whippin’ so much wish I had a extra hand”
Interestingly though, A Boogie Wit Da Hoodie raps about it being “time to get back [and] focus on the get back”. Perhaps this is an anthem to Santana jumping back into the rap game as a solo artist, and walking away from his group The Diplomats, as he discussed on Power 105.1 with Angie Martinez earlier this summer.
This track is definitely a great starting point for Santana if he plans on having a high profile career again. It’s important for artists who are choosing to make a comeback in the current industry to be transparent and understand that they may need to change their previous style in order to stay relevant.
It seems like living in Harlem has given Santana some great inspiration to recreate his musical style. With friends like the King of Harlem aka Dave East and Jadakiss to act as collaborators, it seems only fitting that Juelz will be dominating gangsta rap playlists before we know it.
See what Juelz Santana is up to on Twitter, @thejuelzsantana.