PRIDO is, in our opinion, one of the most talented urban artists from the UK out right now. He can seamlessly jump from huge radio-sounding singles to dark, gritty trap anthems without missing a beat. While PRIDO is unbelievably talented, we find the work of Young Taylor just as impressive. He has an excellent ear for flipping samples in ways you wouldn’t expect. His drum programming is always refreshing and his basslines are consistently on point and unique, making himself and PRIDO one of the most lethal combos out right now.
The understated energy, the beat and the hunger you hear in the track “Nicotine” is everything you’ll come to love about the PRIDO sound. The beat switches are very interesting to listen to and they manage to maintain the groove the track starts with while also taking that groove into different directions.
The sound is big and cinematic, and slow burning. The production has a very atmospheric sound that is complimented by open and ambient chords and pad layers, mixed with tasteful drums.
“Nicotine” demonstrates a great empathy between artist and producer. There are parts of the track that are very bare and leave plenty of room for PRIDO to shine. Often, producers tend to think about “what else can I add to this beat to finish it?” when in reality, a lot of the time, what’s really missing is just an artist or a voice to fill out the beat.
And that’s exactly what PRIDO achieves here, as his smooth voice fills in all the blanks. This track is the kind of record we can all appreciate, I think. From the sample to the BPM, it’s far from your typical radio record but I feel it will absolutely kill the radio if it is allowed a decent run.
I think “Nicotine” achieves exactly what PRIDO planned to achieve demonstrating he really is a talented rapper and singer with this track. It is clear from the introduction of the track that his confidence is sky high on this project, as he effortlessly flips between vivid reflection and soulful crooning.
MORE ABOUT: PRIDO born Prince Mitti, is a contemporary songwriter, singer and rapper from Manchester, United Kingdom, who made waves through social media with his track “2011” which was featured on Channel Aka’s Top 20 and Flava TV in 2012. The artist went on to sign with local label MMRecords where he begun working and mastering his craft.
Two singles “Layback” and “North Side” where released whilst under the label. Prido took a break from music to reinvent himself and he is now back and currently working on an EP independently to be released later in the new year. His first comeback release was titled “Trust Me” followed by the brand new “Nicotine”.