Cash Money rapper works multiple styles, videos for follow-up to breakout album.
Tyga, who released his third album, "Hotel California," on April 9, is arguably the dark horse of Cash Money Records. The album's existing singles include the Rick Ross-assisted "Dope," which debuted and peaked at No. 19 on Billboard's Hot R&B/Hip-Hop Songs, and "Molly," which hit No. 22 on the chart three weeks ago and peaked at No. 66 on the Billboard Hot 100. However, stats like these aren't necessarily indicative of the potential success of Tyga's latest offering.
Last year's "Careless World: Rise of the Last King" debuted at No. 4 on the Billboard 200, fueled by the colossal "Rack City," which reached No. 7 on the Hot 100. However, "Rack City" was the third single off Careless World. The previous two — "Far Away" and "Still Got It" — only reached Nos. 86 and 89, respectively. The album has sold 343,000 copies, according to Nielsen SoundScan.
"It definitely felt like, 'Do I have to make this type of music all the time?'" Tyga says following the success of "Rack City." "Hotel California" hosts sounds ranging from club-ready to mid-tempo love songs. "I would be inhuman to not switch subjects and to have one emotion."
According to Cash Money Records A&R rep Joshua Berkman, Tyga was given free rein with this project. "We said, 'Do you. Follow your vision,'" Berkman says. "Of course we helped mold him and brand him, but the creative side was all him."
This time, Tyga isn't focused on releasing another monster hit like "Rack City." Instead, he releases videos based upon fans' demands. "What's an official single anymore?" he asks. "You don't want to spend all of that time pushing one record. It's better to have multiple looks." Berkman explains that for every video the label shoots, Tyga shoots three. He's currently shooting one for the Chris Brown-featured "For the Road," while his clip for "Molly" arrived last week.
"A lot of artists just shoot cliché videos and it doesn't help the song out," Tyga says. "I've always wanted my videos to make the songs bigger." Tyga hopes this unorthodox approach will build to yield the results of his previous album, if not better. "I've got people's interest. I know I'm doing the right thing."