Readers of our Monday Download column should be no stranger to Rome Fortune by now. The Atlanta rapper has been a mainstay week in week out dropping some of the most progressive and interesting tracks that we’ve heard all year. And his most recent projects Beautiful Pimp II and Drive, Thighs & Lies which both remain in heavy rotation.
Rome has spent the past few months demonstrating the perfect balance of quality and quantity, rocketing to the top of our favourite up-and-coming rappers list, with a ridiculously consistent run of tracks with producers as diverse as Four Tet, Suicideyear and Childish Major.
We caught up with him while he returned home for a few days to rest at his home in Atlanta before hitting the road again to talk about his year so far, 16 year-olds re-blogging A$AP Rocky on Tumblr, the power of the Internet, his forthcoming EP and more…
How are things for you at the moment? It feels like people are finally starting to pay attention!
Yeah everything’s been going good honestly man, I’ve just been focusing on my brand as an artist to be authenticity. When I would go into label meetings and shit, especially like a year ago, they would say things like “What’s your sound?” and this, that and the third, because I bounce all over the place. So I just say my sound is authentic, I don’t have a specific sound. If I want to do some trap shit, I’m going to do some trap shit, but it’s going to be me. If I’m going to do some electronic shit, it’s going to be me. So my sound is just authentic. So pretty much, we’ve been working on trying to project that right now. And it seems like it’s been going good, some good people are taking notice, but we’ve just been staying focused trying to get better and better.
You’ve dropped a new track or video on a pretty much weekly basis for a while now. Why do you think it’s important to do that?
I know a lot of artists get their exposure based off of releasing projects, but after releasing a project they will work that project for a whole year. Our thinking behind that was when I released Beautiful Pimp II I made a conscious effort to not make it sound anything like Beautiful Pimp, so that people wouldn’t categorise me as the Southern dude who can only work with Spinz, C4, Childish Major and all of these type of producers. No disrespect to them because they’re amazingly talented, but I just wanted to bring a different sound to the table and show people that I have depth sonically. And we dropped Drives, Thighs & Lies with DunDeal just because it was about to get hot outside and I wanted to give people a short taste of some fun music, some catchy stuff, to really have fun with and not think too hard on. And then after that it was just releasing song after song because you’re out of sight out of mind. We didn’t want to put too much effort into making video after video from Driveand Beautiful Pimp II, we just wanted to bring music, because there’s people who know who I am, but I need them to see my name all of the time. People might see my name but never click on it, so they need to see it in abundance but not through mix tapes, sweet short songs with good replay value and give them another taste of it the week after. It’s just feeding the ADD generation. You can’t rebel against it, you gotta accept it. People forget about shit, no matter how good it is.