BIGBABYGUCCI had fans on their toes as his sixth studio project neared its official release. Assume The Worst is coming with only a few weeks' notice since the Atlanta rapper has now fortified on the West Coast. This move to California could only add variety and vibrance to his music. This project was recorded in Hollywood, mixed and mastered entirely by Better Temperatures’ engineer and producer, Joe Dirt. Producer Fish is also returning alongside longtime creative partner BIGBABYGUCCI.
BIGBABYGUCCI could write the playbook on how to keep fans engaged and interested. His social media is filled with teasers and updates. And release dates are never too far apart. In fact, on the eve of Assume The Worst release, he released the single “Unhealthy”, accompanied by a music video directed by Keaton Jones. The ominous and eye-catching video is an excellent appetizer as fans anticipated the main course.
BIGBABYGUCCI keeps everything open and on the table, but manages to keep all the big surprises behind closed doors. Whether it’s a new single to hold fans over until his next project or using his platform to create his label, there’s always something for fans to enjoy. His ventures into physical CD sales and merchandise as an independent artist is a feat only few can do for themselves. BIGBABYGUCCI has triumphed since his separation from his label years ago. Now, he’s living any independent artists’ dreams.
Click here to listen to Assume The Worst.
