B.o.B is going independent. Following nearly a decade at Grand Hustle/Atlantic Records, the Atlanta rapper has inked a deal with EMPIRE through his No Genre label.
His forthcoming fourth album ETHER will be the first project to be released as part of the new deal. To kick things off, B.o.B debuts a video for the first single, “4 Lit,” featuring T.I. and Ty Dolla $ign.
Directed by Chad Tennies, the colorful visual finds Bobby Ray in the back of a car with two women. Some girl-on-girl action ensues, but that’s just the beginning. Shortly thereafter, he’s surrounded by eight bikini-clad models on a circular bed.
A smoking Dolla $ign joins the fun at a table filled with gorgeous women in see-through clothes. Then, Tip shows up on a separate spinning bed with a bevy of beauties of his own. Interspersed are scenes of women making out with one another and cameos by Kap G, Young Dro, London Jae, Yung Booke, Tokyo Jet, Trae tha Truth, and RaRa.
ETHER marks the follow-up to 2013’s Underground Luxury. B.o.B previously released three albums via Grand Hustle/Atlantic, including 2012’s Strange Clouds and his 2010 debut B.o.B Presents: The Adventures of Bobby Ray, which debuted at No. 1 on the Billboard 200.
“It’s about balance these days,” says Bobby Ray. “If you look at my career, there’s been a story arc. On The Adventures of Bobby Ray, Bobby goes on an adventure. He smokes some Strange Clouds afterwards. Then, he goes to the nightclub and does urban music in Underground Luxury. He takes some psychedelic mushrooms, has an awakening, and drops conscious projects like Psycadelik Thoughtz. Now, I want to take everything and have fun in this culmination called ETHER. I’ve always believed knowledge plus experience equals wisdom. The experience is kicking in.”
ETHER is due May 12.