The Next Wave ft. Flying Lotus, reggie, and when trying to go viral goes wrong

Your weekly dose of music discovery from Pigeons & Planes has landed. [Pigeons Planes ](#) On the night of January 21, Mario Judah faked an assault on his ex-girlfriend. The [video](~/AAJOsQA~/RgRh_V3uP0UBMUTsaHR0cHM6Ly9hcHAuaGl2ZS5jby9lbWFpbC9lbHQvP2hfc2lkPTc3Y2IwZjAwYTAtNWE4Zjg0ZmRmYmQ5OWI3MDY0OWQwMTE3Jmhhc2g9MzgyZjM4NjQ2NTE4YjE5Jm5leHQ9aHR0cHMlM0EvL3R3aXR0ZXIuY29tL2RlZm5vb2RsZXMvc3RhdHVzLzEzNTI0MTExODIxOTIxODk0NDElM0Z1dG1fc291cmNlJTNEaGl2ZSUyNnV0bV9tZWRpdW0lM0RlbWFpbCUyNnV0bV9jYW1wYWlnbiUzRGhpdmVfZW1haWxfaWRfNjEyNjRXA3NwY0IKYBHu2Bpg0wdQB1IbdHJpc3RyYW1iYWxkd2luOTJAZ21haWwuY29tWAQAAAAA)—uploaded as an audio-only clip on a mostly black screen—was disturbingly realistic, making it sound like the 21-year-old had violently attacked a woman for cheating on him. After he uploaded the clip, he disappeared from social media, leaving followers with so many questions. The next day, his publicist shared a press release calling the clip a piece of “performance art” aimed to raise awareness about “the emotional damage cheating can cause.” Of course, the statement also promoted Judah’s new music video. This isn’t the first time we’ve seen shock tactics used as marketing, and it won’t be the last. We’re in an awkward era when success is measured largely by social media engagement, and we’ve seen how artists like 6ix9ine and Lil Pump can play into this, driving conversation and demanding attention with polarizing campaigns. It’s hard not to be disappointed in the extreme measures artists feel like they need to take in order to win attention. It’s even more disappointing to see the music industry’s reaction—these viral moment-seeking artists are often rewarded with major label deals, big checks, and even more promotion. But we’ve also seen that none of it lasts. Only time will tell which artists have staying power and which will fade into a blurry memory of viral moments in a sea of others. Everything comes in waves, and in almost all cases, youth dictates what’s cool. The rise of internet villains and social media controversy as marketing hasn’t panned out well in most cases, and you can feel the tides starting to turn, even among the young fans who helped set the tone. We say all this to say: if you’re an artist worried about coming up with some social scandal or dubious scheme for attention, take a second to think through your goals as an artist. One viral moment, no matter how toxic, might seem like a short-term win, but there are a million more sustainable alternatives for promotion, even if they don’t pay off overnight. Besides, how often does an [overnight success story](~/AAJOsQA~/RgRh_V3uP0UBMkT9aHR0cHM6Ly9hcHAuaGl2ZS5jby9lbWFpbC9lbHQvP2hfc2lkPTc3Y2IwZjAwYTAtNWE4Zjg0ZmRmYmQ5OWI3MDY0OWQwMTE3Jmhhc2g9MzgyZjM4NjQ2NTE4YjE5Jm5leHQ9aHR0cHMlM0EvL3d3dy5jb21wbGV4LmNvbS9waWdlb25zLWFuZC1wbGFuZXMvMjAxOS8wNS9vdmVybmlnaHQtc3VjY2Vzcy1tdXNpYyUzRnV0bV9zb3VyY2UlM0RoaXZlJTI2dXRtX21lZGl1bSUzRGVtYWlsJTI2dXRtX2NhbXBhaWduJTNEaGl2ZV9lbWFpbF9pZF82MTI2NFcDc3BjQgpgEe7YGmDTB1AHUht0cmlzdHJhbWJhbGR3aW45MkBnbWFpbC5jb21YBAAAAAA~) actually end well? [Image](#) Some tweets from the past week that are funny, thought-provoking, entertaining, or of minimal interest because we procrastinated and they were the first ones we found. [Image](#) From Madvillainy to 36 Chambers, so many classic albums were made with one producer handling all the beats. Is this observation the seed of an idea that could lead to a full hip-hop record produced solely by Flying Lotus? Wouldn't be mad at that. [Image](#) This is the collab that we never expected but at the same time have been expecting for years. Already thinking about the incredible song titles we would be blessed with on their album. [Image](#) Just a friendly reminder from the Queen herself. [Image](#) [Image](#) Photo by Juan Nieto reggie Sometimes when you hear a song for the first time, you just know. That was the case with LA-based, Houston-raised artist reggie's unconventional debut "Southside Fade." It wasn't about knowing that reggie was the next big thing, or that this track was a hit single, but there is a weight to this song that feels like the beginning of something important. We first heard it thanks to Smino, who co-signed reggie after a chance encounter during a studio session, but reggie later told us that by the time of its release, "Southside Fade" was already a couple of years old. He made it when he was still living in Houston, and it shows—the song has the R&B-meets-hip-hop, nonchalant soul of "Devil's Pie" mixed with the Southern charm of "Dirty South," and it comes in a sub-two minute package. "Southside Fade" feels like an intro and that's what it was: "I make so much music and was hesitant to even drop it at first," reggie explained, "but overall I knew it was important to get that specific song out first to properly introduce myself and I'm just thankful that everybody likes it." Since its release, reggie has received critical love but maintained a pretty low profile. He put out a fitting [ChopNotSlop remix](~/AAJOsQA~/RgRh_V3uP0UBOUT3aHR0cHM6Ly9hcHAuaGl2ZS5jby9lbWFpbC9lbHQvP2hfc2lkPTc3Y2IwZjAwYTAtNWE4Zjg0ZmRmYmQ5OWI3MDY0OWQwMTE3Jmhhc2g9MzgyZjM4NjQ2NTE4YjE5Jm5leHQ9aHR0cHMlM0EvL3d3dy55b3V0dWJlLmNvbS93YXRjaCUzRnYlM0RwQUdZaEstMG9yOCUyNmZlYXR1cmUlM0R5b3V0dS5iZSUyNnV0bV9zb3VyY2UlM0RoaXZlJTI2dXRtX21lZGl1bSUzRGVtYWlsJTI2dXRtX2NhbXBhaWduJTNEaGl2ZV9lbWFpbF9pZF82MTI2NFcDc3BjQgpgEe7YGmDTB1AHUht0cmlzdHJhbWJhbGR3aW45MkBnbWFpbC5jb21YBAAAAAA~) and [one more single](~/AAJOsQA~/RgRh_V3uP0UCMTBE92h0dHBzOi8vYXBwLmhpdmUuY28vZW1haWwvZWx0Lz9oX3NpZD03N2NiMGYwMGEwLTVhOGY4NGZkZmJkOTliNzA2NDlkMDExNyZoYXNoPTM4MmYzODY0NjUxOGIxOSZuZXh0PWh0dHBzJTNBLy93d3cueW91dHViZS5jb20vd2F0Y2glM0Z2JTNESnVrcUZ5TW84WUUlMjZmZWF0dXJlJTNEeW91dHUuYmUlMjZ1dG1fc291cmNlJTNEaGl2ZSUyNnV0bV9tZWRpdW0lM0RlbWFpbCUyNnV0bV9jYW1wYWlnbiUzRGhpdmVfZW1haWxfaWRfNjEyNjRXA3NwY0IKYBHu2Bpg0wdQB1IbdHJpc3RyYW1iYWxkd2luOTJAZ21haWwuY29tWAQAAAAA), and he's planning to let go of a few more before a project coming in early spring. Judging by [the one full interview](~/AAJOsQA~/RgRh_V3uP0UCMTGEBAFodHRwczovL2FwcC5oaXZlLmNvL2VtYWlsL2VsdC8_aF9zaWQ9NzdjYjBmMDBhMC01YThmODRmZGZiZDk5YjcwNjQ5ZDAxMTcmaGFzaD0zODJmMzg2NDY1MThiMTkmbmV4dD1odHRwcyUzQS8vZGpib290aC5uZXQvZmVhdHVyZXMvMjAyMC0wOC0yNi1yZWdnaWUtc291dGhzaWRlLWZhZGUtaW50ZXJ2aWV3LW5ldy1tdXNpYyUzRnV0bV9zb3VyY2UlM0RoaXZlJTI2dXRtX21lZGl1bSUzRGVtYWlsJTI2dXRtX2NhbXBhaWduJTNEaGl2ZV9lbWFpbF9pZF82MTI2NFcDc3BjQgpgEe7YGmDTB1AHUht0cmlzdHJhbWJhbGR3aW45MkBnbWFpbC5jb21YBAAAAAA~) he's done, he's in no rush. His reluctant attitude toward fame, eye for elevated visuals, and understated authenticity characterize an artist bound for cultural significance and art anchored by instinct. That's the kind of thing you can't manufacture or force if you try, not that reggie would want to anyway. [LISTEN TO REGGIE'S "SOUTHSIDE FADE"](~/AAJOsQA~/RgRh_V3uP0UCMTJE4mh0dHBzOi8vYXBwLmhpdmUuY28vZW1haWwvZWx0Lz9oX3NpZD03N2NiMGYwMGEwLTVhOGY4NGZkZmJkOTliNzA2NDlkMDExNyZoYXNoPTM4MmYzODY0NjUxOGIxOSZuZXh0PWh0dHBzJTNBLy93d3cueW91dHViZS5jb20vd2F0Y2glM0Z2JTNENWtQN0RBT1F0MlElMjZ1dG1fc291cmNlJTNEaGl2ZSUyNnV0bV9tZWRpdW0lM0RlbWFpbCUyNnV0bV9jYW1wYWlnbiUzRGhpdmVfZW1haWxfaWRfNjEyNjRXA3NwY0IKYBHu2Bpg0wdQB1IbdHJpc3RyYW1iYWxkd2luOTJAZ21haWwuY29tWAQAAAAA) [Image](#) [Image](#) "Teenage angst has paid off well, now I'm bored and old." HYENA is our new playlist featuring Jean Dawson, Nirvana, The Pixies, King Krule, Charli XCX, Prince, Radiohead, The 1975, Kenny Mason, Kate Bush, Grimes, Aphex Twin, and more. Jump in. 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