Reynand Wu
The TDE (Top Dawg Entertainment) roster has long been defined by its deliberate, often lengthy rollout cycles, and Isaiah Rashad remains one of the most enigmatic figures within that creative ecosystem. After years of anticipation following his critically acclaimed 2021 studio album, The House Is Burning, the Tennessee-born rapper has officially unveiled the tracklist and aesthetic direction for his upcoming project, It’s Been Awful. Scheduled for a global release on May 1 via TDE and Warner Records, the 16-track project arrives as a significant milestone in the Chattanooga native’s career, promising a departure from his established sound while maintaining the lyrical introspection that has garnered him a cult following.
A Chronology of the Long-Awaited Follow-Up
The journey to It’s Been Awful has been marked by the same meticulous pacing that characterized the gaps between his earlier projects, Cilvia Demo (2014) and The Sun’s Tirade (2016). When The House Is Burning was released in July 2021, it was widely viewed as a triumphant return after a five-year hiatus. The album debuted at No. 7 on the Billboard 200, proving that despite the prolonged absence, Rashad’s fan base remained steadfast.
Since the release of his last project, the music industry has undergone significant shifts in consumption patterns and artistic distribution. Rashad has spent the intervening years refining his sound, navigating the pressures of independent-major label partnerships, and dealing with the public scrutiny that follows high-profile artists in the digital age. The announcement of It’s Been Awful arrives on the heels of his latest single, "Same Sh!t," a track that serves as a bridge between his classic lo-fi, jazz-inflected roots and the more experimental sonic palettes he began exploring in late 2023.
Detailed Breakdown of the Project
The tracklist for It’s Been Awful suggests a dense, highly curated listening experience. Clocking in at 16 songs, the album maintains a standard length for a modern hip-hop project, yet the features list indicates a focused collaborative strategy. The inclusion of TDE label-mate SZA is arguably the centerpiece of the album’s promotional narrative. Their collaborative history is deep, spanning back to the early days of their respective careers. "Boy in Red" will mark their sixth official collaboration, following a trajectory of tracks that includes "West Savannah," "Ronnie Drake," "Stuck in the Mud," "Pretty Little Birds," and "Score."
Beyond the established chemistry with SZA, the tracklist features notable appearances from alt-pop star Dominic Fike on "Cameras" and rising artist Julian Sintonia on "Do I Look High?". The diversity of these features suggests that Rashad is intentionally broadening his sonic footprint, moving away from the strictly "TDE-core" sound that defined his early work and toward a more eclectic, genre-fluid approach.
The full tracklist for It’s Been Awful is as follows:
- The New Sublime
- M.O.M
- Same Sh!t
- Boy in Red (feat. SZA)
- Supaficial
- Scared 2 Look Down
- Happy Hour
- Do I Look High? (feat. Julian Sintonia)
- Ain’t Givin’ Up
- GTKY
- Cameras (feat. Dominic Fike)
- Act Normal
- 10 States Away
- Nuthin 2 Hide
- Superpwrs
- 719 Freestyle
Artistic Influences and Stylistic Evolution
In discussions regarding the creative process behind the new project, Rashad has been transparent about the shift in his inspirations. In a candid interview with VICE, he noted that his musical compass has recalibrated toward the legendary catalogs of OutKast and Prince. Specifically, he highlighted the influence of the albums Stankonia and The Love Below, works that famously pushed the boundaries of Southern hip-hop and R&B into the realms of funk, psychedelic rock, and pop experimentalism.
This desire to explore unconventional sounds is not merely a stylistic preference; it appears to be an active rebellion against industry formulas. Rashad remarked that his label, Top Dawg Entertainment, made significant creative compromises to allow for this artistic pivot. By incorporating elements of twangy rock and synthesized psychedelia, Rashad is aiming to capture a "sultry southern" atmosphere that feels both grounded in his Tennessee roots and forward-thinking in its production values.
Furthermore, he has credited modern influences, specifically citing Fousheé, as a primary catalyst for the vocal textures found on the latter half of the album. The inclusion of emerging Atlanta-based artists like PLUTO and BunnaB indicates that the project serves as a bridge between established Southern icons and the next wave of underground experimenters.
Industry Implications and Market Positioning
The release of It’s Been Awful arrives at a pivotal time for Top Dawg Entertainment. As the label navigates the departure of some of its cornerstone artists and the rise of new talent like Doechii, Rashad occupies the space of a "legacy-in-the-making" artist. The performance of this album will likely serve as a barometer for how traditional, lyric-heavy hip-hop can compete in an era dominated by short-form social media trends and viral audio clips.
The deliberate decision to include a wide array of guest artists, including crossover stars like Dominic Fike, suggests an intent to reach audiences outside of the traditional hip-hop demographic. By blending the intimate, introspective storytelling that fans expect from Rashad with more accessible, melody-driven collaborations, the project aims to expand his reach without alienating his core listener base.
From a commercial standpoint, the album’s release on May 1 is strategically positioned to gain traction heading into the summer months. Historically, TDE albums have shown high streaming longevity, meaning that the total impact of It’s Been Awful will likely be measured not just in its first-week sales, but in its ability to maintain relevance through the end of the year.
The Role of Collaborative Chemistry
The recurring partnership between Isaiah Rashad and SZA is a unique case study in label-mate synergy. Both artists emerged from the same era of the TDE expansion, and their collaborative evolution mirrors the broader maturation of the label’s sound. While early collaborations focused on a more gritty, "soul-sample" aesthetic, their latest track, "Boy in Red," is expected to showcase a more refined, polished production style that reflects where both artists are in their respective careers.
The fact that these two have maintained a collaborative relationship across multiple albums is a rarity in modern music, where features are often transactional or dictated by marketing departments. For Rashad, the inclusion of SZA is not just a draw for listeners; it is a signature element of his world-building, providing a consistent sonic thread that ties his various eras together.
Conclusion and Future Outlook
As the release date for It’s Been Awful approaches, the conversation surrounding Isaiah Rashad has shifted from questions about his whereabouts to anticipation for his next chapter. The album represents a synthesis of the introspective, "trunk-rattling" rap that he pioneered in the mid-2010s and a new, more adventurous curiosity regarding genre-bending.
By leaning into the influences of Prince and the more experimental periods of OutKast, Rashad is signaling that he is no longer content to operate within the narrow confines of "conscious" or "alternative" hip-hop. Instead, he is looking to build a soundscape that is deeply personal yet expansive in its reach. Whether this pivot will satisfy the long-time listeners who have waited years for new material remains to be seen, but the transparency of his creative process and the intentionality of his collaborators suggest that It’s Been Awful will be a defining document in the trajectory of TDE’s roster. As the industry prepares for the May 1 drop, the focus remains on whether this "sultry southern mix" can bridge the gap between the past and the future of Southern hip-hop.
