When there are over 4000 miles between you and your collaborator, and you can count on one hand the number of times you’ve met, the odds are stacked against you to become one of the year’s most exciting new hip-hop acts. And yet the story of Golden Rules, demonstrates that it’s not only possible to create an album with someone you’ve never met over the Internet, it can actually be a more organic process that forges a genuine connection. With the blaring horns of their Yasiin Bey-featured ‘Never Die’ (complete with a hook from Jamie Woon) already capturing the hearts of fans all over the world, including Pharrell Williams who played it on his Beats 1 show OtherTone recently, it’s clear that Golden Rules have no limitations.
It all started from an email.
Lewisham producer Paul White discovered rapper Eric Biddines through his manager Alex Chase. As soon as he heard the Floridian’s planetcoffeebean 2 he knew that he needed to send over some beats. This was the usual process for White, who has worked with everyone from Jehst and Trim to Danny Brown and the late Sean Price. “I instantly just fell in love with what he was doing,” White remembers. “His voice, his flow, his lyrics, the fact that he was singing and rapping, just immediately grabbed my attention. And his soul and his heart – I just instantly knew that I wanted to do some stuff with this guy.”
When Biddines received the email, he wasn’t aware of White’s work, but he got to work writing to the instrumentals that landed in his inbox. Break up track ‘It’s Over’ would return to White‘s inbox the very day he’d ended a relationship. “I was like ‘this is some weird telepathy stuff,’” White recalls. “He was just singing about my life and I was like ‘yeah, this is going to work.’”