The highly anticipated return of Isaiah Rashad is imminent, with the Tennessee native set to release his first full-length project in five years. The new album, titled It’s Been Awful, is scheduled for a May 1st drop via Top Dawg Entertainment (TDE) and Warner Records, marking a significant moment for fans who have eagerly awaited new material since his 2021 release, The House is Burning. This upcoming album follows a period of creative incubation and personal growth for the artist, who previously took a half-decade hiatus after his critically acclaimed 2016 effort, The Sun’s Tirade.
The announcement of It’s Been Awful was accompanied by a cinematic trailer that offers a potent visual narrative. The trailer depicts Rashad navigating a desolate landscape, limping in the aftermath of what appears to be a strenuous, even violent, experience. This imagery, coupled with the album’s evocative title, suggests a thematic exploration of struggle, resilience, and the arduous journey toward healing and artistic renewal. The visual storytelling in the trailer hints at a project that will be as introspective and emotionally resonant as it is sonically diverse.
Coinciding with the album announcement, Rashad has also launched pre-saves for the lead single, "Same Sh!t." This move indicates the impending release of the track, which is expected to provide the first sonic taste of It’s Been Awful. The decision to release a lead single ahead of the album allows fans to engage with the new music directly and builds anticipation for the full body of work. The pre-save mechanism is a standard industry practice designed to maximize immediate streams upon release and gauge early listener interest.
Further fueling fan excitement, Rashad’s new interactive website, itsbeenawful.com, offers a glimpse into the artist’s upcoming plans. The site features an "It’s Been Awful Tour" poster, strongly suggesting that a concert tour will accompany the album’s release. This provides concrete evidence of Rashad’s intention to reconnect with his audience through live performances, a crucial element in the artist-fan relationship. The website also hosts a snippet of an unreleased instrumental, which is widely presumed to be from the upcoming album. This auditory preview serves as another tantalizing piece of the puzzle, allowing listeners to speculate on the sonic direction of It’s Been Awful and further deepening the engagement with the project.
The rollout for It’s Been Awful began with a series of cryptic social media posts. Earlier this week, Rashad shared an image on his Instagram Stories featuring a card with the poignant message: "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 has now been confirmed as the album’s title. This deliberate use of introspective and somewhat melancholic messaging sets a tone for the album, hinting at themes of external pressures and the artist’s internal desire for peace and genuine connection. The juxtaposition of public scrutiny and personal well-being is a recurring theme in the narratives of many artists, and Rashad’s approach appears to be no different.
The solidarity of the TDE roster in supporting Rashad’s comeback has been palpable. Fellow label mates, including Doechii, ScHoolboy Q, and SiR, have amplified the album’s announcement by tweeting out the title, It’s Been Awful, across their respective social media platforms. This collective endorsement from his TDE family underscores the close-knit nature of the label and highlights the significance of Rashad’s return within the broader TDE ecosystem. Such support can significantly boost an artist’s visibility and create a unified front for a new project launch.
In a previous interview with VICE last year, Isaiah Rashad offered insights into the creative direction and inspirations behind his third studio album. He identified a diverse range of artists as key influences, including the iconic Southern hip-hop duo OutKast, the legendary Prince, and the contemporary artist Fousheé. Rashad specifically mentioned Fousheé as a primary inspiration, stating, "The biggest inspiration for me was Fousheé." He also elaborated on his deep dive into Prince’s catalog, noting, "Prince, I’ve been having ‘If I Was Your Girlfriend’ on repeat for 2-3 months." The influence of Atlanta artists like PLUTO and BunnaB was also highlighted for the latter stages of the project.
Expanding on the sonic palette of It’s Been Awful, Rashad expressed a desire to draw heavily from the innovative sounds of OutKast’s seminal albums, Stankonia and The Love Below. "I’m touching more [OutKast’s] Stankonia and The Love Below more than anything else," he stated. This indicates a commitment to pushing creative boundaries and incorporating the genre-bending, experimental spirit that characterized those influential works. Rashad also conveyed his gratitude for the creative freedom afforded to him by Top Dawg, remarking, "I would say Top [Dawg] made compromises for the creativity on this one, so I appreciate it." This suggests a collaborative process where artistic vision was prioritized, a factor that often leads to more authentic and impactful music.
The 34-year-old artist further described the album’s sound as a "sultry southern mix mixed with a deep sense of intimacy." He elaborated on this blend, explaining that the project encompasses "Everything from twangy rock and psychedelia to tender intimacy to the kind of trunk-rattling you’d only hear down south." This multifaceted description paints a picture of an album that is both deeply rooted in Southern musical traditions and adventurous in its stylistic exploration. The mention of "twangy rock and psychedelia" suggests an expansion beyond traditional hip-hop boundaries, potentially incorporating elements of rock, soul, and funk, reminiscent of OutKast’s eclectic approach. The "deep sense of intimacy" points to lyrical themes that are personal and vulnerable, connecting with listeners on an emotional level.
It’s Been Awful arrives as the successor to Rashad’s 2021 album, The House is Burning. That album itself marked a significant return after a five-year absence from the music scene, following the widespread acclaim of The Sun’s Tirade. The gap between projects has allowed Rashad to refine his artistic voice and approach, and the anticipation surrounding It’s Been Awful suggests that fans have been patient and hopeful for his continued evolution. The success of The House is Burning, which debuted at number 28 on the Billboard 200, demonstrated the enduring appeal of Rashad’s distinctive lyrical style and laid-back, yet introspective, musicality.
The intervening years between albums have often been a period of introspection for artists, and Rashad is no exception. His hiatus, while lengthy, provided an opportunity for personal reflection and artistic development, which can often lead to more mature and nuanced creative output. The themes hinted at in the album’s title and trailer – struggle, perseverance, and the search for peace – are deeply relatable and suggest that It’s Been Awful will offer a cathartic listening experience for both the artist and his audience.
The release strategy, involving a cinematic trailer, a lead single, an interactive website with tour announcements, and social media amplification by peers, is a comprehensive approach to building momentum for a major album release. This multi-pronged strategy aims to engage fans across various platforms and create a sustained buzz leading up to and beyond May 1st. The inclusion of an interactive website, in particular, offers a modern and engaging way for fans to explore the project’s themes and find information about upcoming events.
The broader implications of It’s Been Awful extend beyond Rashad’s personal discography. His return signifies a significant event within the contemporary hip-hop landscape, particularly for artists who have cultivated a dedicated following through authentic storytelling and a unique sonic identity. Rashad’s influence can be seen in a new generation of rappers who prioritize introspection and lyrical depth. His ability to blend vulnerability with raw talent has cemented his status as a respected voice in the genre.
The choice of TDE and Warner Records as his labels for this release also highlights the evolving dynamics of the music industry, where major labels continue to partner with independent powerhouses like TDE to leverage their artist development expertise and reach a wider audience. This partnership ensures that It’s Been Awful will receive significant promotional support and distribution, maximizing its potential impact.
As May 1st approaches, the excitement surrounding Isaiah Rashad’s It’s Been Awful continues to build. The project promises a deeply personal and sonically rich exploration of the artist’s journey, offering a testament to his resilience and enduring creative spirit. The release is poised to be a significant moment in his career and a welcome addition to the musical landscape of 2024.
