Trap Beckham is ready to make America shake again with high energy production and high ideas.
The self-described Twerk Whisperer is living up to the hype built around his new moniker. With a smidgen of political undertone attached for aesthetics, Make America Shake Again expands and refines Trap Beckham’s sound, further championing the momentum carried over from his medley of hit records. “It defines me and my catalog,” he shares. A bold, yet reassuring statement to make.
In a celebratory fashion, Beckham rewards fans with new music every year on July 14th, as a token of appreciation for their unwavering support and also to commemorate his birthday. This year, things were a bit different. The annual birthday release was delayed, but not because of label tactics and boardroom differences, but because of Beckham’s solicitude for his listeners. “I usually drop it on 7/14, which is my birthday, but this time I’m dropping on the 31st because I’m getting some help from Empire to put it out the right way.”
Nowadays, the music biz is all about relevancy and influence, citing the transition into a new age of digital fandom, and Trap Beckham is hellbent on amplifying his impact with new content. “I feel like I fill up a gap in an industry that’s open,” he admits. It also doesn’t hurt to have a TikTok ready song at your disposal, especially when royalties are involved. Beckham’s internet savvy disposition and knack for crafting social media-friendly bops has rightfully cemented his position as this generation’s Birthday Song King.
Trap Beckham’s affinity for crafting feel-good anthems is warranted and appreciated. With his Make America Shake Again campaign in full motion, the Trap Beckham Effect is slated to garner global traction for the Floridian hitmaker.
Our conversation, lightly edited for readability and context, follows below.
Trap Beckham | Photo credit – Drea Nicole
Let’s get into this title, what’s the overall message with “Make America Shake Again”?
I have hella ideas when I’m high, and this was just one of those high ideas. It’s deeper than rap cause that’s really what I wanna do. It defines me and my catalog.
Even if you go back to the beginning with ‘Lil Booties Matter’ and ‘Birthday Chick’, those are Make America Shake Again type records. I feel like right now, it’s something in the game that’s missing.
It’s a few people who have been holding it down, and shout-out to those in it, but I feel like my sound is something that the game is missing.
It’s clear people take to it and they like it, it’s just time to give the people something else to vibe to. I feel like I fill up a gap in an industry that’s open.
How do you feel about politics and hip-hop?
For me, I stay away from politics. I know that Black Lives Matter, that’s the most important thing. I knew that my idea would be controversial, and controversy sells – so yeah (haha).
With music operating as a healing agent or creative escape during times of such unprecedented strife, do you feel like the timing behind this release is important?
I wanted to drop on my birthday, but I do feel like the timing of this release is important because it’s a high energy release and I wanna release it while the weather is nice, regardless of whatever is going on.
I don’t want it to be cold and have everybody moving slow when I drop this hot stuff. I want it to be hot, and by the time it’s December, everyone is familiar with the music.
Have you received any backlash for not adhering to the traditional July 14th release, or is your fan base in support of your decision to change the date?
I usually drop it on 7/14, which is my birthday, but this time I’m dropping on the 31st because I’m getting some help from Empire to put it out the right way.
Big shout-out to Empire.
But yeah, I thought my fans were gonna have at it and cuss me out, but they actually have been showing a lot of love, saying things like, “you know greatness takes time,” – so they made me feel good about it.
Ain’t nobody tryna kill me about it, so cool (haha).
It’s clear your music is doing numbers online, citing challenges all throughout social media. In light of the ongoing pandemic, do see any added benefits that arise from having a TikTok-friendly song at your disposal?
If you have a TikTok friendly song at your disposal, with COVID going on, and it really takes off, you can still do the numbers. You can still make the impact that you need to make musically, as if outside was open.
If traveling was happening, if everything was going on like normal, half the battle would be being outside and going everywhere. But since COVID, the battle has been being lit online. You gotta really get creative and stay in the game, survive – you gotta keep going.
When outside opens back up and people start booking, if you hot, they’re gonna book you – if not, you’re gonna have to start from where you’re at.
How would you best describe the decision making process with selecting album-ready records?
Just reaction. I play the record, and based on the natural reaction of the people around me. I might play it and not even announce that I’m about to play it, just to see who gon’ bop they head and how they move to it.
That’s how you know you got a bop. And then, once you get a list of bops, you narrow it down. You narrow it down the best song, and then that’s what you give to the people.
As artists, a lot of times we do themes. This is Make America Shake Again, which is real high energy music. More singles, radio, club, movies, commercial, lit stuff.
Whereas, if I wanna drop another project, which is what I’m thinking about doing, something more personal – that’d be something else, it wouldn’t be as lit.
What do you consider to be a hit record, by industry standards?
A hit record is something that people love. A lot of people get the numbers misconstrued. It’s a numbers game, but at the same time, a lot of songs have done a lot of numbers, and we never hear em’ again.
It’s street classics that never went gold, so it depends on where you are in the world and what the people love.
I’m somebody with less than 100K followers on Instagram and I’ve been signed to Def Jam, went to Empire and did distribution, I’ve been doing this music thing for a minute.
I have an international record, know what I’m saying. So it’s like, we can talk about numbers, but facts are facts.
The facts come with numbers anyway.
What can listeners anticipate from your upcoming LP?
Half of the reason why we had to push it back, is because I was waiting on these vocals.
When you guys hear this song…I’m not even gon’ say the name of it, I’m gon’ let you tell me the name of it when you hear it.
I’m excited. Got some dope features on there. Everybody knows I got Iman Shumpert on there, Flo Milli, she on there, but then I got some other surprises on it.
I just can’t wait to finally release it and give the DJ’s something to go crazy wit.
https://www.tidal.com/browse/album/150548929?play=true–
