{"id":74761,"date":"2024-03-11T12:03:02","date_gmt":"2024-03-11T16:03:02","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2024\/03\/11\/partynextdoor-opens-up-about-drake-ye-why-hes-not-worried-about-the-fame\/"},"modified":"2024-03-11T12:03:02","modified_gmt":"2024-03-11T16:03:02","slug":"partynextdoor-opens-up-about-drake-ye-why-hes-not-worried-about-the-fame","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2024\/03\/11\/partynextdoor-opens-up-about-drake-ye-why-hes-not-worried-about-the-fame\/","title":{"rendered":"PartyNextDoor Opens Up About Drake, Ye &amp; Why He\u2019s \u2018Not Worried About the\u00a0Fame\u2019"},"content":{"rendered":"<p><!-- no image --><\/p>\n<div>\n<!-- do not apply CSS styles to this element! --><\/p>\n<div class=\"pmc-paywall\">\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t<strong>Good! Lovin\u2019! Feel so! Numb!\u201d<\/strong><\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tIt had been seven years since <a rel=\"noreferrer noopener\" href=\"https:\/\/www.billboard.com\/artist\/partynextdoor\/\" target=\"_blank\">PartyNextDoor<\/a> had performed in The\u00a06. But one Thursday night last May, approximately 2,500 fans at History \u2014 the Toronto venue Drake, Party\u2019s OVO label boss, opened in partnership with Live Nation in 2021 \u2014 welcomed him home to the city, feverishly chanting the lyrics to his beloved hits like \u201cWus Good\/Curious.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tSiriusXM Canada had tapped the singer, songwriter and producer to headline the free, sold-out PartyNextDoor\u00a0&amp; Friends concert to celebrate its new 24\/7 hip-hop and R&amp;B channel, <em>Mixtape: North<\/em>, which highlights homegrown Canadian talent. And what better way to fete the country\u2019s brightest stars than by transforming History into a full-fledged OVO Fest? Nearly all of the influential label\u2019s roster took the stage, and even Drake himself made a surprise appearance to perform his and Party\u2019s mid-2010s collaborations \u201cRecognize\u201d and \u201cCome and See Me.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cI don\u2019t mean to put you on the spot or anything. I know you hate this the most,\u201d Drake said, chuckling, his arm wrapped around his introverted labelmate. \u201cI\u2019m so grateful for you. I would not be the artist I am if it wasn\u2019t for you.\u201d Then, turning to the audience: \u201cThis is really my favorite artist in the world.\u201d<\/p>\n<h2 class=\"heading larva \/\/   a-font-primary-bold-xl   \">\n\t\t<em><strong>PartyNextDoor plays Billboard Presents THE STAGE at SXSW on March 14. Get your tickets <a rel=\"noreferrer noopener nofollow\" href=\"https:\/\/www.ticketmaster.com\/the-stage-at-sxsw-partynextdoor-austin-texas-03-14-2024\/event\/3A00604DAA473050\" target=\"_blank\">here<\/a>.<\/strong><\/em>\t<\/h2>\n<div class=\"injected-related-story \/\/ lrv-u-margin-tb-2 lrv-u-border-t-1 lrv-u-border-b-1 lrv-u-padding-t-050 lrv-u-padding-b-075 lrv-u-border-color-grey\">\n<div class=\"a-heading-border a-heading-border-background-color-grey a-heading-border-height-075 lrv-u-margin-b-075 lrv-u-margin-b-050@mobile-max\">\n<h3 id=\"title-of-a-story\" class=\"c-title  lrv-u-color-brand-primary a-font-primary-bold-s lrv-u-text-transform-uppercase lrv-u-padding-r-1 a-article-related-module-title a-article-related-module-title--color-brand-primary\">\n<p>\t\t\t\t\tRelated\t\t<\/p>\n<\/h3><\/div>\n<div class=\"o-card lrv-u-flex\">\n<p>\t\t\t<a tabindex=\"0\" href=\"https:\/\/www.billboard.com\/photos\/partynextdoor-photos-sxsw-cover-shoot-1235627759\/\" class=\"lrv-u-flex lrv-a-unstyle-link lrv-u-color-brand-primary:hover\"><\/p>\n<div class=\"o-card__image-wrap lrv-u-flex-shrink-0 u-flex-basis-144 u-flex-basis-96@mobile-max\">\n<div class=\"c-lazy-image  lrv-u-height-100p\">\n<div class=\"a-crop-3x2 a-crop-1x1@mobile-max lrv-u-height-100p\">\n<p>\t\t\t\t\t\t<img decoding=\"async\" class=\"c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto\" src=\"https:\/\/www.billboard.com\/wp-content\/themes\/vip\/pmc-billboard-2021\/assets\/public\/lazyload-fallback.gif\" data-lazy-src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-1-1548.jpg?w=237&amp;h=147&amp;crop=1\" alt=\"PartyNextDoor, Billboard Cover Shoot\" data-lazy-srcset=\"\" data-lazy-sizes=\"\" height=\"\" width=\"\"><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"o-card__content lrv-u-flex lrv-u-flex-direction-column lrv-u-justify-content-center lrv-u-padding-lr-1 lrv-u-padding-lr-075@mobile-max\">\n<div class=\"o_category \">\n\t\t\t\t\t<\/div>\n<div class=\"c_title \">\n<h3 id=\"title-of-a-story\" class=\"c-title  a-font-primary-medium-m lrv-u-padding-b-050 u-letter-spacing-0028@mobile-max\">\n<p>\t\t\t\t\tPartyNextDoor: Photos From the Billboard SXSW Cover\u00a0Shoot\t\t<\/p>\n<\/h3><\/div>\n<p><time class=\"c-timestamp  a-font-primary-medium-xxs lrv-u-color-brand-primary lrv-u-order-100\" datetime=\"00:00-YY-DD-MM\"><br \/>\n\t03\/11\/2024<br \/>\n<\/time><\/p><\/div>\n<p>\t\t<\/a><\/p>\n<\/div><\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tOver the last decade, Party, 30, established himself as an alternative R&amp;B auteur who seduced listeners \u2014 and shaped his genre \u2014 with hazy, hypnotic Auto-Tuned vocal melodies, nocturnal trap production and carnal yet cognitive lyricism about what pleasures (and problems) the wee hours sometimes bring. And while that often added up to a late-night, hedonistic vibe, his authentic, limber patois and dancehall-infused rhythms also gave his music an irresistible Caribbean flavor.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tMeanwhile, he established himself as one of pop music\u2019s most sought-out hit-makers, working in various roles behind the scenes with artists including Kanye West, Beyonc\u00e9, Jay-Z, Post Malone and Rihanna, the lattermost of whom he has made two <a href=\"https:\/\/www.billboard.com\/charts\/hot-100\/\" target=\"_blank\" rel=\"noreferrer noopener\">Billboard Hot\u00a0100<\/a> top\u00a010 hits with: the nine-week No.\u00a01 \u201cWork,\u201d featuring Drake (which he co-wrote and sang backup on), and DJ Khaled\u2019s seven-week No.\u00a02 \u201cWild Thoughts\u201d (which he co-wrote and produced), featuring Bryson Tiller. Some fans and critics have argued that his leaked reference tracks for those songs \u2014 where Party himself sings them \u2014 sound better than their final star-powered versions.<\/p>\n<p>\t\t\t<script id=\"connatix_contextual_player_d85672db-f7d8-4e33-bd06-3e193748a1bf_1\">\n\t\t\t\t\t\tcnx.cmd.push(function() {\n\t\t\tcnx({\n\t\t\t\tsettings: {\n\t\t\t\t\tplugins: {\n\t\t\t\t\t\tpmcAtlasMG: {\n\t\t\t\t\t\t\tiabPlcmt: 2,\n\t\t\t\t\t\t}\n\t\t\t\t\t}\n\t\t\t\t},\n\t\t\t\tplayerId: \"4057afa6-846b-4276-bc63-a9cf3a8aa1ed\",\n\t\t\t\t\t\t\t\tmediaId: \"d85672db-f7d8-4e33-bd06-3e193748a1bf\",\n\t\t\t\t\t\t\t}).render(\"connatix_contextual_player_d85672db-f7d8-4e33-bd06-3e193748a1bf_1\");\n\t\t});\n\t\t\t\t\t<\/script><\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cHe has written some of the biggest songs of our time,\u201d says his longtime manager and Range Media managing partner, Tyler Henry. \u201cHe has contributed to [work by] some of the greatest artists. He\u2019s an artist himself. He\u2019s truly one of one.\u201d Henry first met Party in 2013 when he was the assistant road and tour manager for Drake, who had picked his latest OVO signee to support his Would You Like a Tour? trek. Henry started managing him the following year, and Party remains a key part of the manager\u2019s roster, along with WondaGurl, HARV, Loshendrix and more.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1240\" height=\"1860\" src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-2-1240.jpg?w=683\" alt=\"PartyNextDoor Billboard SXSW Cover Shoot\" class=\"wp-image-1235627738\" srcset=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-2-1240.jpg 1240w, https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-2-1240.jpg?resize=200,300 200w\" sizes=\"(min-width: 87.5rem) 1000px, (min-width: 78.75rem) 681px, (min-width: 48rem) 450px, (max-width: 48rem) 100vw\"><figcaption class=\"wp-element-caption\">Gucci shirt and Jacque Marie Mage eyewear.<\/figcaption><\/figure>\n<\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tYet even with his impressive r\u00e9sum\u00e9, Party hasn\u2019t achieved the level of stardom many R&amp;B fans expected him to when he helped record some of the defining pop hits of the 2010s, excelling behind the scenes but failing to fully step out from Drake\u2019s shadow. When asked about the pressure of being signed by such a colossal artist and ensuring his body of work can stand on its own, Party trails off. Despite previously expressing superstar ambitions, it seems like he has had to recalibrate his career goals.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cI\u2019m just keeping the main ting the main ting,\u201d Party says. \u201cThe only thing that\u2019s important, that has changed my life, is dropping music. I\u2019m not worried about the fame.\u201d Speaking today in Los Angeles, wearing a simple, textured black hoodie, matching sweats and white Nike Air Force\u00a01s, he certainly doesn\u2019t seem like an attention-seeker. But he does sport one flashy accessory: a silver pendant chain with a cartoon rendering of a girl sticking her tongue out \u2014 a gift from Drake celebrating their \u201cMembers Only\u201d collaboration from his latest <a href=\"https:\/\/www.billboard.com\/charts\/billboard-200\/\" target=\"_blank\" rel=\"noreferrer noopener\">Billboard\u00a0200<\/a>-topping album, <em>For All the Dogs<\/em>. \u201cDrake has the same one,\u201d Party says proudly.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tThe rap titan\u2019s co-sign increased awareness (and with that, scrutiny) of Party. But his frequent absences from the public eye \u2014 he has only put out three solo albums, in 2014, 2016 and 2020 \u2014 have also made it hard for fans to stay engaged with his releases or know what he\u2019s up to. If he\u2019s put in front of a laptop, Party says, \u201cI\u2019ll make a full album.\u201d If it\u2019s that easy, then why does he disappear for years in between each one? \u201cI get into relationships and then music becomes second,\u201d he admits matter-of-factly. \u201cI think I\u2019m going to take a break from relationships, a long break, and just get back to making music.\u201d Of course, those same relationships often ensure Party has plenty of songwriting material to work with when he makes his way back to the studio.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cAfter you and a girl break up, does she know she\u2019ll eventually become the subject of a PartyNextDoor song?\u201d I ask.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cI think everyone knows that,\u201d he responds smugly.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1260\" height=\"840\" src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-5-1260.jpg\" alt=\"PartyNextDoor Billboard SXSW Cover Shoot\" class=\"wp-image-1235627737\" srcset=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-5-1260.jpg 1260w, https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-5-1260.jpg?resize=300,200 300w\" sizes=\"(min-width: 87.5rem) 1000px, (min-width: 78.75rem) 681px, (min-width: 48rem) 450px, (max-width: 48rem) 100vw\"><\/figure>\n<\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tRelationships, frivolous or serious, are the common thread throughout Party\u2019s music. He says he approaches his songs from a \u201cme and her\u201d perspective, creating the intimacy that\u2019s also required for the prime PartyNextDoor listening experience. His solitary music resonated especially during the pandemic, and in October 2020, Party and his team appealed to lonely fans finding comfort in catalog music by dropping <em>PartyPack<\/em>, a set of seven fan-favorite deep cuts that hadn\u2019t previously been available on digital service providers. Sometimes fans have unearthed his old songs themselves: Thanks to a dance challenge, the sped-up version of \u201cHer Way\u201d from his 2014 debut album, <em>PartyNextDoor Two<\/em>, blew up on TikTok in 2023, becoming the year\u2019s most popular TikTok song in Canada and third-most popular in the United States.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAnd while he has continued to find new fans with the success of his older music \u2014 Party\u2019s song catalog increased from 645.8\u00a0million on-demand U.S. streams (including user-generated content) in 2022 to 1.1\u00a0billion streams in 2023, according to Luminate \u2014 most successful artists can\u2019t sit back, relax and rely on their fans to run up their catalog. Outside of the PartyNextDoor\u00a0&amp; Friends Toronto show, Party has only performed at a handful of festivals (like Las Vegas\u2019 Lovers\u00a0&amp; Friends) and college shows since the pandemic\u2019s live-music pause ended. But, as Henry explains it, those were just the prelude to Party\u2019s next act. \u201cWe like to do a few each year to make sure we\u2019re fresh and in front of people\u2019s minds,\u201d he says. \u201cIt keeps us sharp for when a moment like this album comes.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tThat album is his upcoming fourth full-length, <em>PartyNextDoor\u00a04<\/em> \u2014 <em>P4<\/em> for short. And while there\u2019s no release date set, Party promises it\u2019s his most focused project yet. \u201cThis is the hardest I\u2019ve ever worked on an album. This is the proudest I\u2019ve felt,\u201d he says. \u201cI\u2019m excited to grind even more for the next [one]. I\u2019m in love with how hard you should work for it.\u201d<\/p>\n<hr class=\"separator larva \/\/ lrv-u-border-t-1 lrv-u-margin-l-00 u-width-135 lrv-u-margin-tb-00 u-width-100p  u-border-t-4\">\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t<strong>Growing up in the \u201cmoody\u201d Toronto suburb<\/strong> of Mississauga, the artist born Jahron Anthony Brathwaite imagined himself as Ahmal, the student who sings \u201cOh Happy Day\u201d in 1993\u2019s <em>Sister Act\u00a02: Back in the Habit<\/em>. Following in the footsteps of his Jamaican mother, Party joined his church\u2019s choir and eventually moved up to a more advanced singing group within the church. \u201cI had a solo coming up, and I was so nervous. I was going to get my sh-t off just like that <em>Sister Act<\/em> movie. I was going to get my moment. But they just cut it,\u201d he says with a shrug.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tInstead of dwelling on the defeat, he dove deeper into his newfound passion. He soon became fascinated with boy bands like Backstreet Boys and *NSYNC. But \u201conce I understood who I am in the world as a Black man, I started really getting into Black music,\u201d he says, citing Jodeci and 112 as inspirations. \u201cI think Slim from 112 is part of the reason why I pitched up my music, because he sounded so young when he was getting older.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tParty questioned if being a \u201cdread-headed\u201d Jamaican guy from the Toronto suburbs meant he could be a \u201creal\u201d R&amp;B singer. \u201cReal R&amp;B is pretty. It\u2019s six-pack, it\u2019s shaven head, low fade,\u201d he says. But at 16 he tried his luck, dropping out of school and moving to Los Angeles, after posting his first songs to MySpace under the name \u201cJahron\u00a0B.\u201d They included cheeky, upbeat tracks like \u201cMonica Follow Me Back\u201d \u2014 which he made to persuade a girl named Monica to follow him back on Twitter (he succeeded) \u2014 as well as somber, piano-driven ballads like \u201cDaughters,\u201d describing how a drug-fueled hookup led to an accidental pregnancy.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAround that time, veteran A&amp;R executive Shalik Berry showed \u201cDaughters\u201d to Warner Chappell Music\u2019s Ryan Press, then-senior director of A&amp;R (and now president of North America), who was immediately blown away by the intense storytelling. \u201cAfter I heard that one song, I was like, \u2018I have to sign this kid,\u2019\u00a0\u201d says Press, who did so in 2012.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1260\" height=\"840\" src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-1-1260.jpg\" alt=\"PartyNextDoor Billboard SXSW Cover Shoot\" class=\"wp-image-1235627744\" srcset=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-1-1260.jpg 1260w, https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-1-1260.jpg?resize=300,200 300w\" sizes=\"(min-width: 87.5rem) 1000px, (min-width: 78.75rem) 681px, (min-width: 48rem) 450px, (max-width: 48rem) 100vw\"><figcaption class=\"wp-element-caption\">Louis Vuitton hat and shirt and Jason of Beverly Hills ring.<\/figcaption><\/figure>\n<\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tIn 2016, Press helped Party establish his own joint venture with Warner Chappell called JA\u00a0Publishing Group, which still operates and currently houses G.\u00a0Ry, Prep Bijan, Phwesh and Alex Lustig (the lattermost also has a partnership with OVO president Mr.\u00a0Morgan\u2019s publishing company, M3\u00a0Ent). \u201c\u00a0\u2018Hey, man, if you\u2019re stepping into this side of the business, you\u2019re dealing with people\u2019s livelihoods,\u2019\u00a0\u201d Press recalls telling the young musician. \u201c\u00a0\u2018We got to handle business properly. You got to have the same passion for them that I have for you.\u2019\u00a0\u201d Party took the advice to heart. \u201cHe wanted to create an ecosystem that other great talent could thrive and be successful under,\u201d Henry adds, noting that Party even made sure one of his signees worked on a big record before assisting him in securing \u201ca pretty large six-figure\u201d publishing deal. But as much as Party loved helping other creatives get their shine, he was still waiting for his turn.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tGetting his singing career off the ground had been a struggle. As a preteen, he tried out for the Canadian music competition series <em>The Next Star<\/em> but was cut. He remembers gushing during one of the taped interviews for the show about how he wanted \u201cto sing like Aubrey Graham.\u201d The person recording him \u201cwas an actor on <em>Degrassi<\/em>. And he laughed at me. He\u2019s like, \u2018Drake, the one who makes music in my dressing room?\u2019 I was like, \u2018Yeah, I think he\u2019s the best ever.\u2019\u00a0\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tYears later, Party would take his stage name from the FL\u00a0Studio software audio filter titled \u201cpartynextdoor\u201d \u2014 which reminded him of OVO co-founder Noah \u201c40\u201d Shebib\u2019s dark, brooding production. When he first heard the effect, Party recalls, \u201cI was just like, \u2018This is me. I\u2019m going to make all my music sound like this.\u2019\u00a0\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tOnce Party started taking meetings with labels, fellow Jamaican Canadian producer and frequent Drake collaborator Boi-1da caught wind of it and ran the artist\u2019s name up the OVO flagpole. When Drake and 40 eventually invited Party to the studio, \u201cwe just meshed,\u201d he says. Party became the first recording artist signed to OVO in 2013, and the label opted for a low-key yet fitting announcement: His track \u201cMake a Mil\u201d was posted on the OVO blog, the digital hotbed for new talent that ultimately transformed into the boutique label it is today.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1240\" height=\"1860\" src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-4-1240.jpg?w=683\" alt=\"PartyNextDoor Billboard SXSW Cover Shoot\" class=\"wp-image-1235627740\" srcset=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-4-1240.jpg 1240w, https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-4-1240.jpg?resize=200,300 200w\" sizes=\"(min-width: 87.5rem) 1000px, (min-width: 78.75rem) 681px, (min-width: 48rem) 450px, (max-width: 48rem) 100vw\"><\/figure>\n<\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tThroughout OVO\u2019s history, some have questioned the way the label supports its artists <em>not<\/em> named Drake; Drake and the OVO team declined to even be interviewed for this story. In 2016, a <em>Noisey<\/em> headline asked, \u201cIs OVO Sound A Hip-Hop Label Or Drake\u2019s Personal Hit Factory?\u201d And upon joining OVO, Party did support his label boss immediately: He provided background vocals for \u201cOwn It\u201d and \u201cCome Thru\u201d on Drake\u2019s 2013 album, <em>Nothing Was the Same<\/em>, and produced and co-wrote \u201cLegend,\u201d \u201cPreach\u201d and \u201cWednesday Night Interlude\u201d on 2015\u2019s <em>If You\u2019re Reading This It\u2019s Too Late<\/em>, featuring on the latter two songs. Two months before <em>Nothing Was the Same<\/em>, Party dropped his self-titled debut EP, which earned rave reviews and yielded the Miguel-sampling classic \u201cBreak From Toronto.\u201d The following year, <em>PartyNextDoor\u00a0Two<\/em> cracked the top\u00a020 of the Billboard\u00a0200. However, in the subsequent years, Party\u2019s output grew less frequent and his allure dwindled.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tIn a 2015 PartyNextDoor <em>Fader<\/em> cover story \u2014 built around the musician\u2019s first-ever interview \u2014 OVO co-founder and Drake manager Oliver El-Khatib said that part of OVO\u2019s ethos was restricting access to its artists and letting the music speak for itself. But while that air of mystery maintains OVO\u2019s cool reputation, banking on Drake\u2019s star power to draw in new fans can keep the rest of his labelmates in his orbit at the expense of their own career growth.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tWhile Party\u2019s artist career hung in the balance, his songwriting vocation took off. Press says he was always in Party\u2019s ear about possibly working with Rihanna because of their shared Caribbean heritage. When the star \u2014 who at the time was also signed to Warner Chappell \u2014 hosted a writing camp for what would become her 2016 album, <em>ANTI<\/em>, at her Malibu, Calif., home in 2015, Press called up Party to come through. Despite being in a house full of other competing songwriters and producers, Party insisted that he spend time alone with her so he could make songs that fit her vibe.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cI remember her telling us she was drinking vodka and water at that time. I had never seen Party drink vodka until that night. I think he even smoked a cigarette because she had smoked,\u201d Henry says of the night the two made \u201cWork.\u201d The song became <em>ANTI<\/em>\u2019s biggest hit, with 1.6\u00a0billion official on-demand U.S. streams. \u201cSeeing the way he spoke to her and the questions he asked and the way he fully submersed himself into her identity was what made the song special. And he does it with all the artists he works with. He doesn\u2019t write these generic songs that we try to find a home for. He writes them very purposefully for that artist.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tWhile \u201cWork\u201d reigned atop the Hot\u00a0100 in March 2016, Party finally got his own breakthrough as an artist with the Drake-assisted \u201cCome and See Me.\u201d The song earned Party his debut Hot\u00a0100 entry as a lead artist, peaking at No.\u00a055, and yielded his first Grammy Award nod, for best R&amp;B song. (He was also up for album of the year for contributing to Drake\u2019s <em>Views<\/em>.) \u201cCome and See Me\u201d has become the biggest streaming song from his catalog, with 854.2\u00a0million official on-demand U.S. streams.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tFinally, it seemed Party the artist was stepping firmly out of Drake\u2019s shadow \u2014 even though the rapper was featured on the track, it was unquestionably a spotlight for his signee. \u201cCome and See Me\u201d earned Party the recognition he craved. But solo fame turned out to be less gratifying than he\u2019d thought it would be.<\/p>\n<hr class=\"separator larva \/\/ lrv-u-border-t-1 lrv-u-margin-l-00 u-width-135 lrv-u-margin-tb-00 u-width-100p  u-border-t-4\">\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t<strong>In 2017, the year before Kanye West<\/strong> released his eighth studio album, <em>Ye<\/em>, he invited Party to his Yeezy Studio in Calabasas, Calif., and gave him the freedom and space to create whatever he pleased \u2014 offering no indication as to what he might eventually do with it.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tSo Party was surprised when, as he listened to <em>Ye<\/em> along with millions of others upon its June 2018 release, he heard one of his Calabasas freestyles. The song, \u201cGhost Town,\u201d had additional vocals from Kid Cudi and 070\u00a0Shake, but only credited Party as a featured artist. \u201cI didn\u2019t know what he was going to do with it. It\u2019s different when I have no creative control. It is raw. \u2018<em>Someday<\/em>,\u2019\u00a0\u201d he sings in a similar fashion to his recorded vocals. He initially felt caught off guard, but became appreciative of West\u2019s trust in his talent. \u201cIt wasn\u2019t about working with PartyNextDoor. It was just about liking what I did creatively,\u201d he says. \u201cGhost Town\u201d reached No.\u00a016 on the Hot\u00a0100 \u2014 Party\u2019s highest-charting hit on the all-genre list.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tThe way West used Party\u2019s sketch to make \u201cGhost Town\u201d startled him because, when it comes to his own music, Party pays attention to every painstaking detail. \u201cHe\u2019s the most meticulous and thorough person I\u2019ve ever met,\u201d Henry says. \u201cHe\u2019ll spend six months mixing a song or fly to Toronto four times just to work with 40 to get it right.\u201d<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1240\" height=\"1860\" src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-6-1240.jpg?w=683\" alt=\"PartyNextDoor Billboard SXSW Cover Shoot\" class=\"wp-image-1235627743\" srcset=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-6-1240.jpg 1240w, https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb4-erica-hernandez-6-1240.jpg?resize=200,300 200w\" sizes=\"(min-width: 87.5rem) 1000px, (min-width: 78.75rem) 681px, (min-width: 48rem) 450px, (max-width: 48rem) 100vw\"><\/figure>\n<\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tParty, however, admits he didn\u2019t have that laser focus when making his last two studio albums, <em>PartyNextDoor\u00a03<\/em> and <em>PartyMobile<\/em>. \u201cI was still handling that sh-t like demos,\u201d he says, adding that he wasn\u2019t \u201cusing everything I learned as a producer, as a writer, as an engineer.\u201d Even though rough freestyles like 2014\u2019s \u201cPersian Rugs\u201d \u2014 one of the loosies later included on <em>PartyPack<\/em> \u2014 proved he didn\u2019t need polished records to develop a robust fan base, he vows to never \u201ccheat\u201d on the quality of his art again.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tOn <em>P4<\/em>\u2019s forthcoming single, \u201cReal Woman,\u201d Party resharpens those creative tools, layering his vocals with bright, twinkling synths, trap hi-hats and a backing choir. But considering his last single, \u201cResentment,\u201d debuted in the top\u00a010 of <a href=\"https:\/\/www.billboard.com\/charts\/r-and-b-songs\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hot R&amp;B Songs<\/a> last July and fell off the chart after three weeks, it\u2019s unclear how much momentum \u201cReal Woman\u201d will build for this album cycle.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tFortunately, he has plenty of performances in the coming months where he can perform the new material, including Rolling Loud California and, at the end of March, Souled\u00a0Out, Australia\u2019s first modern R&amp;B and soul festival, which will be held across five cities. \u201cI have so much anxiety before a show, but I always tell my manager, \u2018This is what I want to do for the rest of my life.\u2019 I always forget that until I step on the stage,\u201d he says.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tReconnecting with his fans live \u2014 and making sure the music he performs is of the highest possible quality \u2014 is, in the end, what fuels him, even if playing the part of a traditional megastar isn\u2019t a natural fit.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cI know Drake and people always tell me, \u2018Bro, you have to come out more!\u2019 I\u2019m an introvert, I\u2019m shy,\u201d he says. He\u2019s not active on social media either because he doesn\u2019t \u201chave the narcissism\u201d to believe people are personally invested in what he\u2019s posting. And anyway, he doesn\u2019t want to distract from what\u2019s important: \u201cI\u2019m focused on making classic music.\u201d<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"1950\" src=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb04-03092024-1500.jpg?w=788\" alt=\"Billboard Cover PartyNextDoor\" class=\"wp-image-1235628429\" srcset=\"https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb04-03092024-1500.jpg 1500w, https:\/\/www.billboard.com\/wp-content\/uploads\/2024\/03\/cover-partynextdoor-billboard-2024-bb04-03092024-1500.jpg?resize=231,300 231w\" sizes=\"(min-width: 87.5rem) 1000px, (min-width: 78.75rem) 681px, (min-width: 48rem) 450px, (max-width: 48rem) 100vw\"><\/figure>\n<\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t<a href=\"https:\/\/shop.billboard.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>This story originally appeared in the March 9, 2024, issue of <\/em>Billboard.<\/a><\/p>\n<\/div>\n<\/div>\n<p><a href=\"https:\/\/www.billboard.com\/music\/rb-hip-hop\/partynextdoor-sxsw-billboard-cover-1235626637\/\">Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Good! Lovin\u2019! Feel so! Numb!\u201d It had been seven years since PartyNextDoor had performed in The\u00a06. But one Thursday night last May, approximately 2,500 fans at History \u2014 the Toronto venue Drake, Party\u2019s OVO label boss, opened in partnership with Live Nation in 2021 \u2014 welcomed him home to the city, feverishly chanting the lyrics [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-74761","post","type-post","status-publish","format-standard","hentry","category-musique","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/74761","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/comments?post=74761"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/74761\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=74761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=74761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=74761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}