Following the stratospheric viral impact of the recently released “When I Grow Up,” chart-topping Michigan rapper NF shared a new single and music video entitled “Time” today. This marks the third song issued from his forthcoming album The Search, released July 26, 2019 via EMI Music Australia.
At the start of the track, a swell of violins gives way to soft piano and a delicate chorus from NF. As the beat kicks in, his breathless delivery ramps up, slipping from nimble verses into a hypnotic hook, “I just need time.” Once again, he delivers a thoughtful message woven together by signature tense and tight bars. Additionally, he dropped a cinematic music video for the song befitting of its story.
Recently, NF shook the internet with “When I Grow Up.” The visual trended on YouTube at #1 for multiple days and racked up 12 million views as well as 4 million Spotify streams in less than two weeks. Alternative Press proclaimed it “another incredible track.” Billboard described the uplifting clip as “a reflection of the work that goes into a budding career, that multimillion dollars don’t happen overnight, and that everything isn’t as it seems.” Meanwhile, first single “The Search” has amassed upwards of 15 million Spotify streams and 17 million YouTube views to date. NF is firmly entrenched as a major player here in Australia, with Let You Down” now 5x Platinum, with 65M streams.
Operating from outside of the system and against all odds, NF quietly and unassumingly ascended to the forefront of modern hip-hop on his own terms. His independently released, Perception shocked the industry by debuting at #1 on the Billboard Top 200 and shone a light on a fervent fan-driven movement surrounding the artist. It also bowed at #1 on the Top Rap Albums and Top R&B/Hip-Hop Albums Chart. It represented the ultimate underdog story of 2017, as chronicled by The New York Times, Rolling Stone and Forbes, with the latter noting, “NF’s success speaks to what can be done these days outside of the traditional system.”
Now certified Platinum in the U.S., Perceptionhas earned more than two million album equivalent units worldwide while cumulative streams have surpassed 3.5 billion. Singles like “Let You Down” – 3x Platinum and a No. 1 Pop radio hit in the U.S., and certified Platinum or higher in seven additional countries – “Lie” and “If You Want Love” further expanded NF’s fanbase, paving the way for his sold-out, 87-date 2018 Perception World tour of North America and Europe, numerous festival appearances and the direct support slot on Logic’s Bobby Tarantino Vs Everybody arena tour.
The stage is set for his biggest moment yet on The Search.