I.Am.Tru.Starr’s new album ‘Viva’ is a perfect combination of music derived from hard hitting realities as well as a battle cry for change, noticeably seen in his tracks ‘Kenzo’ and ‘Something’s Gotta Change’.
Most importantly I.Am.Tru.Starr is showing his deep appreciation for life and the things that really matter:
“Family, love and legacy. Not this bullshit society tries to get you to put priority on like money or the new hot car or whatever they want you to be enamoured with, then turn around and make you feel like shit for not having it. Growing up in Rochester and getting caught up in those streets up there, I thought that was what life was. Fast forward a few years, I’m living in Vegas, became a father and I now see what life is and all it can be and just how beautiful it is. We are all in a place of appreciation for life and the things that truly matter. VIVA! Long live us!”
The artist, originally from Rochester, New York and now living in Las Vegas has been surrounded by the best and worse elements of what it means to be alive as a young black man in 2020. The first single released from his new album, ‘Something’s Gotta Change’ is an upbeat celebration of life, with that the good, the bad, and the ugly. The 70s-style funk beat and passionate lyrics plead for change at the heart of today’s social problems and has subsequently become a hymn for Black Lives Matter.
“This society is sedated and I wanna do my part in waking ‘em up. It’s about time real music got the light it deserves. No politics. No label tricks. No big city backing. My family explained to me when I was young that Emmett Till (whose lynching was a major influence on the emergence of Black Rights in 50s and 60s America) was a distant cousin, and what he went through has always helped to fuel the passion in my music”.
‘Viva’ is an album which encapsulates so many powerful emotions including love and lust, which are other prominent concepts in his music. The tracks ‘Selena’ and ‘American Idol’ show his influence from D’Angelo and reminds us of similar sounds to those from Anderson .Paak and Chance The Rapper. ‘Selena’ introduces us to I.Am.Tru.Starr’s more playful side with catchy lyrics, light melodies and a funky beat.
The album brings us on a journey that jumps between problems of justice, society and celebrations of life, love and lust. It seems as though the album is homage to how people feel everyday; although we often face problems, we live through them and come out stronger on the otherwise.
Written by Francesca Bass
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