_BY.ALEXANDER ft: Jozzy - FRIENDZONE (Single)
Picture Credit: Emili Lias
Alexander Grant (AKA _BY.ALEXANDER / Alex Da Kidd) is nothing short of a super producer. Having created platinum genre defying tracks for the likes of Rhianna, Eminmen, Dr Dre, Nicki Minaj, U2, Christina Aguilera, Imagine Dragons & more, his music has made an immeasurable impact on the cultural landscape. Four years ago, Alex launched the luxury fashion label _by.ALEXANDER and its debut collection 000 CHANNEL BLACK, accompanied by his own full-length Jazz album bearing the same name as the collection, including breakout single “Trumpets” featuring 070 Shake. After opening a busy multimedia studio & store at 66 Greene St in Soho, NYC - he now prepares to unveil his forthcoming long-player ‘Memories For Sale At 66 Greene St Soho NY''‘.
Created during a period of immense personal grief following the passing of his father, the album meditates on the very essence of memory, and the lasting impact of legacy. The importance of creating an impression on the world and people around us, is central to the creative power at the heart of this record. With a conscious effort to move away from trend-based appeal, and short term macro success, Alex is focussing on world building, and creating meaningful relationships at every level, from how listeners interact with his work, and the way that the music itself is created. Using his NYC studio as his headquarter, organic connection is of paramount importance within Alex’s music, easily identifiable with each listen of ‘Memories For Sale’. Existing in a lane of its own, it blends a rich, jazz sound palette with pop structures, combined with chopped, twisted and powerful club-ready sonics. The resulting product is a formidable listening experience.
Introducing the album with double A-Side single, we are introduced to ‘FRIENDZONE’ in which Alex is joined by Memphis icon Jozzy (whose extensive list of accolades includes collaborations with FredAgain…, SOPHIE, Pharrell Williams, Lil Wayne, Schoolboy Q, Black Coffee & more). Starting with a pensive and dark jazz swing, elegant keys and a stand up bass line pave the way for a stirring vocal from Jozzy, who’s effortlessly stylish delivery takes the track to dizzying new heights, whilst paying homage to Shai’s R&B classic ‘If I Ever Fall In Love’. On the flip, ‘BLUH BLUH BLUH’ steps the tempo up a few notches, as an alluring horn motif leads the listener down to basement level - ready for dancefloor igniting 808’s and pulse raising vocals samples whip the crowd into a frenzy.
With collaboration playing a key component in the album’s DNA, 4AD signee HAWA makes several appearances, lending her unmistakable vocal stylings and dulcet tones to incredible effect. On ‘Psychopathic Nostalgia’ HAWA and Alex are joined by elusive Brit Award winning artist CASISDEAD, who paints a dark depiction of nostalgia, lament of past mistakes and the desire to do things differently. Focus track ‘FIRE W FIRE’ lets loose with emotive chords and an upbeat rhythm section, beautifully punctuated by HAWA’s hypnotic lyrics, providing the perfect for A$AP Ferg to step to the mic and deliver 32 bars of good-time smooth talking. A record of duality, moments of hype give way to points of both introspection and sorrow, as Alex gives a heartfelt tribute to his late father on ‘DEAR DAD’ and gives a heartbreakingly honest depiction of grief on album closing track ‘I Collapsed’ (featuring Tavares Strachan). With this offerin g, Alex gives a glimpse into his world, bottling lightning, and focussing on pursuit of the magic found within communal creative practice with friends. He explains “At the end of the day, all we have is your memories.
That's the most valuable commodity we possess. I really want to embrace the moment and be present. To create memories, and really hold on to them’. A powerful listen from start to finish, this is an ode to making each moment count, and holding onto the beautiful, and painful moments in life.