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Justin Bieber

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"Stream Yummy by Justin Bieber," 21-year-old Compton emcee Roddy Ricch tweeted last week.

The tweet was in response to a brewing controversy surrounding Bieber's promotion of his new single, "Yummy." "I'm doing everything I can on my end," Bieber says with his mouth full of food in a now-deleted Instagram video. "Let's go, go stream it right now…" he says as he takes a massive bite. "I really want this number one spot. It'd be fire." The video, which is a misophone's worst nightmare, was seen by many as an unethical promotion. It was followed by a slideshow laying out the specifics of how to stream "Yummy" and get it to the top of the Billboard Hot 100. "Don't mute it! Play it at a low volume. Let it play while you sleep," read one slide.

Roddy Ricch Destroys Justin Bieber's "Yummy" Billboard Dreams With "The Box" | HNHH

Five years ago, Bieber would have decimated the charts with a song like "Yummy." It's short, melodic, and has just enough of a Hip-Hop/R&B edge to stand out amongst mainstream songs. Some may even call it a "bop." But a lot has changed since Bieber owned the radio. As kids learn to survive within the unraveling socio-political fabric of the world, singing "girl you got that yummy" doesn't seem as relatable as screaming, "I WON'T EVER SELL MY SOOUULLL!" Crooning about marital coitus doesn't get kids as pumped up as the idea of putting a $100,000 bounty on George Zimmerman. As a result, a comparatively unknown rapper, Roddy Ricch, is topping the charts instead of Bieber.

Ricch's "The Box" is an absolutely magnetic rap song. Crammed with clever ad-libs, Young Thug-inspired trills, quips, and vocal flourishes. Featuring an infectious, internet-ready hook, the track thrived on Tik Tok and ultimately rose to number 1.

But no one expected "The Box" to go where it did, not even Roddy himself. "Start Wit Me," an equally charismatic track featuring Gunna, was promoted as Roddy's lead single back in December and has all the makings of a hit rap record. With the twiddling flutes, the quick rhymes about women and fame, and Gunna's infectious bars, it was formulated to be a hit. But in 2020, it's clear that young listeners are starved for authenticity. "The Box" is angry and driven, while "Start Wit Me" is bouncy and jubilant, in comparison "Yummy" is just plain corny. In addition, Ricch's album Please Excuse Me For Being Antisocial was the first rap debut to top the Billboard 200 in over 15 years. "[Many people] get so wrapped up in this industry sh*t they forget what the point of making music was," Ricch told Complex back in December. "Make that sh*t for the [people] who are going through it. Make that sh*t for the [people] who really need to hear this sh*t."

If Justin Bieber wants to be on top in 2020, he's going to have to give the kids what they want: social awareness, authenticity, and a beat that stands out amongst the crowd. If he can't do that, perhaps Bieber's reign over the music world is finally at its end.


Ryélle Grapples with Heartbreak in "Last Call" Music Video

The R&B singer struggles with love and lack of closure in her latest music video.

After the successful release of her 2018 single "Swim," R&B singer-songwriter Ryélle is back to share a cautionary tale of love and heartbreak in her latest music video for her song "Last Call."

The single, which is heavily inspired by Drake's "Marvin's Room," tells the story of a drunken lover trying to reach their significant other to no avail. "This song was actually written over three years ago, but the storyline is pretty timeless," said the singer. "Every girl can relate to this and the frustration of dealing with a guy who is just not good for them."

The video begins with a subtle fade in on Ryélle and her lover eating together at a long wooden table. Viewers then come to realize that this is an emotionally charged memory for the singer, as she begins to sing about her former love and how the tear stains in her clothes won't come out. Despite her best efforts to ease her pain with alcohol and quick dalliances, she still finds herself giving her ex a "last call." Ryélle's signature smooth and sultry vocals take an especially emotive turn to deliver lyrics like, "They say not to mix love and liquor, but I've had both."

"The video was easy to come up with since the song tells its own story," said Ryélle. "We shot for 16 hours straight, overnight at that! But not by choice. We got kicked out of our first location and spent hours looking for a new one. In the end, it worked out and I'm very pleased with how we told the story. I hope this song can serve as a strength to anyone in a similar situation."

The visuals display Ryélle's vulnerability as she grapples with the need for closure and her yearning to be closer to the object of her affection. The video concludes with an open-ended shot of the singer lying in bed with her ex before fading to black.

Check out Ryélle's latest music video "Last Call" below!