Seattle-based rapper Sol has had a steady come-up. Having spent the past few years building a loyal following and conquering various milestones in the music business, Sol has kept it lowkey, describing himself as "just a Haitian-American kid with musical melody." When the 10,000th hour of his grind finally came to a head, he became No. 1 on the US iTunes hip-hop chart, No. 4 globally with the masterwork “Yours Truly." His Soundcloud streams shot to eight figures. The universe was telling him something. On the back of this success, Sol delivers "If You Don't Call," the first single in a run of tracks to be released over the next 6 months.
True to form, Sol ensured this song stormed the world. Posters for the track were wheat-pasted across the globe over the past week with a number for fans to call so they could hear the new single before it came out. Aside from Sol doing his own pasting in Seattle, street teams in San Francisco, Los Angeles, and Paris also participated.
As Sol explains: "My sister illustrated the artwork, which is in reference to old school London illicit advertising, tart cards. The number in the art is real and the only way people could hear the song at first. The wheat pasting street art campaign surrounding the single has been carried out by my friends and fans in cities all around the world."
"If You Don't Call" is meant to capture the somber feeling of coming to terms with losing touch and drifting from the people you love most. Built on the back of relaxed drums and an easy flow, the mood of the track is something like a thawing cold shoulder. The synths are dampened, everything feels settled. Sol's raps declare that "timing is everything," but it's all good if the person on the other line doesn't get it. "If You Don't Call" ultimately paints Sol as an artist with an ear for pop melodies, a heart for poetry, and a sharp witted tongue.
Photo Credit: Avi Loud