STEADY ROTATION: IM’PERETIV DEBUTS FULL CIRCLE
With the start of a new year comes change and new opportunities as our planet begins yet another revolution around the sun. To many, the yearly cycle represents an endless path of ending and beginning- a process of returning to our starting points, refining our methods and recalculating our trajectories. With the recent release of his debut single, Canadian producer Im’peretiv had these concepts fully in mind. Released on January 17, 2020, the single entitled “Full Circle” features stellar performances from rappers Junk, Mickey Factz and choice cuts by Dj Flipout and is available now on all platforms. You can stream the single below on Spotify:
The single embodies Im’peretiv’s core concept for his upcoming EP debut of the same title, “Full Circle”- returning to a moment ten years ago where his final snowboard video part on “veryREALLY” featured Mickey Factz’ “Who’s Hotter” as the soundtrack for his edit. Not only that, but Im’peretiv also reaches back to January 2019 where he and Junk released the first “Together In Pieces EP” which grew to be an underground smash hit trilogy that Junk bashed out in the same year along with two other Canadian producers, Starkore and Mason Rex. The beat itself blended both the newer sound of today’s hip-hop sound with classic boom-bap production techniques to create a faithful representation of the true elements of the genre: emceeing, turntablism and beatbreaks. The engineer Jamie Kuse at Nova Studios did a great job on the mix and polish for the collaboration- the team Im’peretiv put together really brought this one home.
The two rappers lay down solid penmanship on the track, their two styles and approaches evidently well suited to Im’peretiv’s minimalist production style. Mickey Factz came with an artful flow that reminisced on his past- a self examination of his progression as an artist and as a father. The XXL Freshman alumni laced his narrative together with monolithic statements of street knowledge- all depicted in cleverly crafted lines like this one:
“life is a full circle, align with the sphere/ ‘cause if you don’t guarantee it, you’ll die as a square”
Junk rebutted with a masterful verse about his life experiences and single minded determination to dominate the Canadian music scene. He wove his lyrics into a fine tapestry, alluding to the origins of his namesake identity as an artist- tucked inside candid lines that were smoothed by a subtly nuanced cadence. The entire verse was certified quotable but I have to say my favorite lines were the following:
“ been so much heroin in my life to me it’s been harrowing/ been hanging on like barely/ took a negative and turned that bitch into prosperity/ never switched on anybody show my solidarity/”
After Billboard’s decision to announce the Billboard Producers Hot 100 in June of last year, the year 2020 is poised to be the year of the producer. Meanwhile in Canada, the lane is wide open for artists like Im’peretiv- the list of independently established producers is short. In a recent Instagram video Im’peretiv broke down the production process of the track from start to finish, deconstructing the entire beat in a raw unedited clip- just one of many instruments in his arsenal of media content. His prior single “Vices & Versa” featured rappers K$WEET and King KV and drew from a similar formula, again with a striking ad campaign.
In this age of music, an artist’s ability to market is as equally important as their musical talent and if this first track is any indication of Imperetiv’s formula for his debut EP, this project should prove to be a foundational release for his career. His production style and branding approach have all the cornerstones necessary to build from. His recent announcement of a twelve month schedule of beat collabs with more producers than a Kanye West album suggests Im’peretiv could quickly become a household name. See below for links to Im’peretiv and the entire team’s social media so you can be sure to get notified for his next single release in preparation for the “Full Circle” EP set to drop March 20th. Im’peretiv obviously sells beats as well, so if you’re shopping for production be sure to check out his growing catalog of bangers on beatstars.com.
If you are an artist looking for exposure and want to submit your upcoming projects, send your submissions to firstname.lastname@example.org and we will contact you if we are interested in working with you.
Jamie Kuse / Nova Studios