Detroit R&B artist Sam Austins has been completely killing the game since his 2017 release, Angst, and he shows no signs of slowing down. After his recent ode to queen Rhi Rhi’s cosmetic empire, Fenty, he’s gearing up for another mixtape release later this year. But he plans to tie fans over with an upcoming double single release, ROTY, and to tease the single Austins has gifted us with this painfully adorable and nostalgic 1-800-BALL-SAM ad.
The video is a spoof on the iconic Detroit ads for infamous lawyer Sam Bernstein, a Detroit staple in the ‘90s and early 2000s that anyone who grew up in or around the city would immediately recognize. This clever mix of nostalgia and authenticity is part of what has made Austins such an instant local favorite, earning him the nickname “Star Boy” from other Detroit artists and members of his team at Assemble Sound.
A born and raised Detroiter, Austins is all about encouraging the youth in the community here, and he’s hinted that his next release is one “for the kids”. “I just wanted to give something to my fans that they can hold onto while we finish up another very special project that I’ve been working on,” says Austins. “ROTY will be a soundtrack to the kids’ summer days and nights.”
We’re ready for it. ROTY will be on all streaming platforms on July 20th.
Twenty-one-year-old alternative-R&B artist Sam Austins released a fun as hell single this week, named after Rihanna’s cosmetic line, “Fenty.” The song is a lighter follow-up to Austins’ anxiety-ridden 2017 debut album, Angst, and celebrates widening cultural perceptions of beauty. The release was accompanied by a massive billboard in Detroit’s Corktown neighborhood that shows a gorgeous Austins donning bold lips and a glimmering eye, a testament to his allegiance to the brand.
Although Austins isn’t the first hip-hop artist to challenge societal stereotypes of beauty, masculinity, and gender, he is one of the few. While icons like David Bowie, Prince, and Boy George made room for more fluidity in the rock/pop realm, hip-hop culture has been historically less forgiving of alternative expressions of masculinity and style. Frank Ocean helped in starting to shift hip-hop’s homogeneous image in his 2017 music video, “Nikes,” where he spends part of the video clad in eyeliner and glitter. Austins’ glamorous cover art follows suit and has inspired people all over to share their own versions of feeling themselves.
Since the release of “Fenty,” dozens of fans – including beloved Detroit visual artist, Ellen Rutt – have sent Austins and his affiliated residency, Assemble Sound, videos of themselves singing, dancing, and glowing the fuck up to the infectious song. Produced by Sergio Romero and Detroit’s Ice Pic, the song’s bouncy beat and entourage of background hype-men are the perfect compliments to Austins’ feel-good lyrics: “I’m still fresh off the drop like it’s Fenty / Sitting front row at the show like a Fenty.” There’s arguably no better high than feeling like you are Rihanna.
“Fenty” is a continuation of Austins’ artistic evolution and an excuse to sing into your selfie camera at full volume, no matter who you are.
