Reynand Wu
Chattanooga, Tennessee native Isaiah Rashad is poised to make a significant return to the music scene with the announcement of his new album, It’s Been Awful, scheduled for release on May 1. This marks his first full-length project in three years, following 2021’s The House Is Burning, and continues a narrative of carefully spaced releases that have cultivated immense anticipation among his dedicated fanbase. The album will be released under the banners of Top Dawg Entertainment (TDE) and Warner Records, signaling a robust platform for its global distribution.
The announcement of It’s Been Awful was accompanied by a meticulously crafted promotional rollout, designed to pique curiosity and set a thematic tone for the project. A cinematic trailer was released, depicting Rashad limping across a desolate field, seemingly after enduring a harsh ordeal. This visual narrative immediately suggested themes of struggle, resilience, and recovery, aligning with the album’s introspective title. Complementing this visual, the TDE artist has launched pre-saves for the project’s lead single, "Same Sh!t," indicating its imminent release and providing the first sonic glimpse into the new era.
Further enhancing the interactive experience, Rashad has unveiled an accompanying interactive website, itsbeenawful.com. Upon visiting the site, fans are greeted with a poster for an "It’s Been Awful Tour," strongly suggesting that a comprehensive concert series will follow the album’s release. The website also features a snippet of an unreleased instrumental track, presumably from the forthcoming album, allowing listeners to immerse themselves in the new sonic landscape Rashad is preparing to present. This multi-platform approach underscores a strategic effort to build momentum and engage fans directly in the album’s unfolding narrative.
The Return of Zaywop: A Long-Awaited Chapter
Isaiah Rashad, affectionately known as Zaywop to his followers, has always been an artist whose releases are met with fervent anticipation, largely due to the profound impact of his previous works and the gaps between them. While It’s Been Awful follows The House Is Burning by three years, the journey of Rashad’s discography has been marked by significant hiatuses that have, paradoxically, strengthened his mystique and deepened fan loyalty. His debut EP, Cilvia Demo, arrived in 2014, followed by his critically acclaimed album The Sun’s Tirade in 2016. A half-decade then passed before The House Is Burning emerged in 2021, a period during which Rashad openly addressed personal struggles, including issues with mental health and addiction. These candid revelations have fostered a unique connection with his audience, who often view his music as a soundtrack to navigating complex emotional landscapes.
The title It’s Been Awful resonates deeply with this established narrative, hinting at the personal and professional challenges Rashad may have confronted during his time away from the spotlight. The cinematic trailer, portraying physical vulnerability and perseverance, further reinforces this interpretation. It suggests that the album will not shy away from confronting difficult experiences but rather channel them into a powerful artistic statement. The choice of May 1 for the release date places the album strategically at the cusp of the summer music season, positioning it for maximum impact and visibility.
Unveiling the Narrative: Promotional Rollout and Thematic Hints
The promotional campaign for It’s Been Awful commenced subtly, building intrigue before the official announcement. Earlier in the week of the album’s reveal, Rashad posted a cryptic message on his Instagram Stories. The post featured a card bearing the poignant statement: "Everybody wanna see you crash out, fall off, and burn out all for their entertainment. I just wanna see you smile." The reverse side of this card bore the phrase "it’s been awful," which fans quickly deciphered as the title of his next project. This method of revealing the album title through a personal, vulnerable message immediately set a tone of introspection and resilience, characteristic of Rashad’s artistry.
The engagement extended beyond Rashad’s personal channels, with fellow TDE artists lending their considerable support. Figures such as Doechii, ScHoolboy Q, and SiR utilized their significant social media platforms to tweet out the album title, creating a ripple effect across the hip-hop community. This collective endorsement not only amplified the announcement but also underscored the tight-knit, collaborative spirit often associated with the Top Dawg Entertainment roster, reinforcing the idea of a supportive artistic family. Such coordinated efforts are a hallmark of successful modern music rollouts, leveraging both individual artist platforms and collective brand power.
The cinematic trailer for It’s Been Awful is more than just a teaser; it’s a narrative prologue. The visual of Rashad limping, seemingly injured but determined, is a potent metaphor for overcoming adversity. This imagery aligns perfectly with the album title and the cryptic Instagram message, suggesting a journey through hardship and towards healing or acceptance. The interactive website, with its tour poster and instrumental snippet, transforms passive anticipation into active engagement, allowing fans to feel a part of the album’s unfolding story and offering a tangible promise of future live experiences.
A Tapestry of Sound: Influences and Sonic Direction
Insights into the musical direction of It’s Been Awful were previously shared by Isaiah Rashad in a detailed interview with VICE last year. During this conversation, Rashad disclosed a diverse range of inspirations, pointing to artists who have significantly shaped his artistic vision for the third studio album. He cited legendary acts like OutKast and Prince, alongside contemporary artists such as Fousheé, PLUTO from Atlanta, and BunnaB.
Rashad specifically highlighted the profound influence of Fousheé, stating, "The biggest inspiration for me was Fousheé." Known for her genre-bending approach that fuses R&B, rock, and alternative sounds, Fousheé’s impact suggests Rashad’s willingness to explore unconventional sonic territories. Prince, the iconic polymath, was also a central figure in Rashad’s recent listening habits, with "If I Was Your Girlfriend" reportedly on repeat for months. Prince’s mastery of sensual melodies, intricate arrangements, and genre fluidity likely informed Rashad’s pursuit of a "deep sense of intimacy" and a rich, eclectic sound.
When discussing the legendary Atlanta duo OutKast, Rashad specifically mentioned drawing from their seminal albums Stankonia and The Love Below. These albums are celebrated for their groundbreaking experimentalism, genre fusion (from funk and psychedelia to jazz and pop), and narrative depth within a Southern hip-hop context. Rashad articulated this influence by stating, "I’m touching more [OutKast’s] Stankonia and The Love Below more than anything else." This indicates a deliberate move towards expanding his sound beyond traditional hip-hop boundaries, embracing more adventurous and eclectic production.
Furthermore, Rashad provided a vivid description of the album’s overall sound to VICE, characterizing it as a "sultry southern mix mixed with a deep sense of intimacy. Everything from twangy rock and psychedelia to tender intimacy to the kind of trunk-rattling you’d only hear down south." This description paints a picture of a rich, multi-layered album that marries Southern sonic traditions with experimental elements. "Twangy rock" suggests guitar-driven textures, potentially infused with blues or country undertones, while "psychedelia" hints at atmospheric soundscapes, distorted effects, and unconventional song structures. "Tender intimacy" promises vulnerable lyricism and perhaps softer, more melodic compositions, contrasting with the "trunk-rattling" beats that are a hallmark of Southern hip-hop, designed for powerful bass and car speakers. This amalgamation suggests It’s Been Awful will be Rashad’s most sonically ambitious project to date.
Crucially, Rashad also noted a significant aspect of the album’s creation: "Top [Dawg] made compromises for the creativity on this one, so I appreciate it." This statement offers valuable insight into the collaborative process with his label, Top Dawg Entertainment. It implies that Rashad pushed artistic boundaries, potentially venturing into sounds or themes that required flexibility from the label. TDE’s willingness to "compromise for creativity" speaks volumes about their commitment to artist development and empowering their talent to explore unique visions, even if it deviates from more commercially conventional paths. This partnership highlights TDE’s role not just as a business entity but as a creative incubator.
Isaiah Rashad’s Journey: A TDE Legacy
Isaiah Rashad’s career has been intrinsically linked with Top Dawg Entertainment, a label renowned for its curatorial excellence and nurturing of some of hip-hop’s most compelling voices, including Kendrick Lamar, SZA, ScHoolboy Q, and Jay Rock. Since signing with TDE in 2013, Rashad has carved out a distinct niche within the label’s diverse roster, known for his introspective lyricism, laid-back yet potent delivery, and deeply Southern-influenced soundscapes.
His debut, Cilvia Demo (2014), immediately established him as a compelling new voice, earning critical acclaim for its nuanced storytelling and cohesive production. This was followed by The Sun’s Tirade (2016), an album that further solidified his reputation, earning widespread praise for its vulnerability, lyrical depth, and exploration of personal demons. Tracks from The Sun’s Tirade resonated deeply with listeners, showcasing Rashad’s ability to articulate struggles with mental health, anxiety, and substance abuse in a raw and relatable manner. The album’s commercial success, debuting at number 17 on the Billboard 200, underscored his growing influence and the loyalty of his fanbase.
The hiatus that followed The Sun’s Tirade was a period of both personal struggle and immense fan anticipation. When The House Is Burning finally arrived in 2021, it was met with overwhelming enthusiasm. The album showcased Rashad’s continued growth as an artist, featuring a more expansive sound and collaborations with notable artists like Lil Uzi Vert, SZA, and Jay Rock. It debuted at number 7 on the Billboard 200, marking his highest-charting album to date and proving that his periods of absence only intensified the demand for his unique brand of hip-hop.
Within the TDE ecosystem, Rashad occupies a special place. While not as overtly political as Kendrick Lamar or as commercially pop-leaning as SZA, his authenticity and consistent quality have made him a critical darling and a beloved figure among fans who appreciate lyrical depth and atmospheric production. The collective support shown by his label mates during the It’s Been Awful rollout is a testament to the strong bonds within TDE, often described by artists as a family. This internal solidarity reinforces the label’s reputation for fostering a supportive environment where artistic integrity is paramount.
The Weight of Expectation: Fan Anticipation and Critical Outlook
The announcement of It’s Been Awful arrives at a pivotal moment for Isaiah Rashad. Each of his previous projects has not only been critically lauded but has also garnered a fiercely loyal following. His fans are known for their patience and deep appreciation for his unfiltered honesty, particularly concerning his past battles with addiction and mental health. This vulnerability has forged a powerful connection, making each new release feel like a continuation of an ongoing, shared journey.
The current landscape of hip-hop is dynamic, with artists constantly pushing boundaries. Rashad’s commitment to exploring "twangy rock," "psychedelia," and a "sultry southern mix" suggests an album that will stand apart from many contemporary offerings. This eclectic approach, combined with his signature lyrical introspection, positions It’s Been Awful as a potential standout for 2024. Critics will undoubtedly be keen to assess how Rashad integrates these diverse influences while maintaining the cohesive, intimate feel that defines his best work.
The prospect of an "It’s Been Awful Tour" further amplifies the excitement. Live performances are crucial for artists like Rashad, allowing them to deepen their connection with fans and translate the nuanced emotions of their recordings into a tangible, shared experience. A tour would not only support the album’s commercial performance but also provide a vital platform for Rashad to reconnect directly with the audience that has patiently awaited his return.
A Chronology of Anticipation
- 2013: Isaiah Rashad signs with Top Dawg Entertainment (TDE).
- 2014: Releases his debut EP, Cilvia Demo, establishing his distinctive sound and lyrical prowess.
- 2016: Releases his debut studio album, The Sun’s Tirade, to widespread critical acclaim and fan adoration, solidifying his place in TDE’s roster.
- 2016-2021: Enters a significant hiatus, during which he publicly addresses personal struggles, building anticipation for his next project.
- 2021: Returns with his second studio album, The House Is Burning, which achieves his highest chart position to date and re-energizes his fanbase.
- Last Year (Pre-Announcement): Isaiah Rashad discusses the direction and influences for his third album in an interview with VICE, teasing a blend of OutKast, Prince, and Fousheé.
- Earlier This Week (Pre-Announcement): Rashad posts a cryptic message on Instagram Stories, featuring a card that reads "Everybody wanna see you crash out…" and revealing "it’s been awful" on the back.
- Recent Days:
- Official announcement of It’s Been Awful, set for May 1 release.
- Unveiling of a cinematic trailer, depicting a vulnerable yet resilient Rashad.
- Launch of pre-saves for the lead single, "Same Sh!t."
- Release of an interactive website (itsbeenawful.com) teasing an "It’s Been Awful Tour" and featuring an unreleased instrumental snippet.
- TDE label mates (Doechii, ScHoolboy Q, SiR) show collective support by tweeting the album title.
- May 1: Release of It’s Been Awful via Top Dawg Entertainment and Warner Records.
- Post-Release: Expected commencement of the "It’s Been Awful Tour."
The impending release of It’s Been Awful represents more than just a new album; it signifies a new chapter for an artist whose journey has been marked by profound personal and artistic evolution. With a rich tapestry of influences, a deeply personal thematic core, and a meticulously executed promotional campaign, Isaiah Rashad is poised to deliver a project that not only satisfies the high expectations of his devoted fanbase but also reaffirms his unique and indispensable voice in contemporary hip-hop. The May 1 release date is eagerly awaited by those ready to dive into the next intricate sonic and emotional landscape crafted by Zaywop.
