Pump Fake by Vyle with art by Mary Scahill
A reference to Michael Jordan’s famous technique and also a synonym of indecision, this collaboration with producers Shy Guy and Thomas Welch entitled “Pump Fake,” is rapper Vyle’s unbiased take on the current view of “what a rapper is” vs “what a rapper is expected to be” enveloped in postmodern slang and rap centric jewels.
“Pump Fake” is also the first single from Vyle’s upcoming experiential album, “A Ü T O/M Ö T O R” and includes cover art by Nick Martin and Timothy Saccenti.
The album will be released on Newhive, and each song will include immersive environments, engineered by Mary Scahill, featuring a host of visual, vocal and production collaborators including A-trak, Chapman, Neuport, Cities Aviv, Jeanette Hayes and many, many more.
We sat down with Vyle and asked him a few questions about the multimedia track:
Why did you choose NewHive to launch this single and your forthcoming album?
I was introduced to NewHive after a chance encounter with my management, and after speaking with Zach Verdin [CEO and co-founder], I found we both have a similar vision for art, and more importantly, the future of art and how it is distributed/consumed. I had a sit-down with a lot of brands and labels but NewHive is ideal fit for my project and they have my back and support my ideas fully, which is very important when working with someone.
In Fake Pump, you refer to being caught doing something. Should we assume this is sex? Drugs?
I think you mean the opening line to the chorus “Called me on my line/I said I’m decent…”. That refers to chicago slang and how we speak, (Decent in chicago slang can mean great, better than expected, over the top. It can also mean something is horrible depends on the tone of voice). So I was basically referring to a girl asking me if she could call me, to which I replied “I’m ok.” lol
You refer to the breaking of the ‘fourth wall’ in the lyrics, when the actor ‘acknowledges the camera.’ Does this breaking of barriers between performer and audience come into play in your work?
Oh definitely, I think of my music as a series of inside jokes between me and the listener, as well as a view of whats going on with the collective consciousness and my life in general, as well as the friends around me.
What city were you raised in?
I was raised in Chicago, Illinois in the neighborhood of Hyde Park
What’s the significance of ‘motorcross motorcross motorcross’? If there is going to be a hashtag or meme from this song, this is a good candidate. #motorcrossmotorcrossmotorcross
I was referring to the motocross craze that was sweeping streetwear hypebeast culture not too long ago, and the fact that when kids from Chicago were dressing like that we(Rappers, Graffiti Artists, Cyberpunks,etc) were actually targets to the gangs. Also when the style got popular because of us wearing it its more than a fashion statement. Its about really feeling like nomads in a culture that looked at us like outcasts. The buildings were abandoned(they still are), you had to watch everything and be prepared for anything, it truly did feel like a apocalypse.
To you, in what ways do the visuals by Mary Scahill tie-in or enhance the music?
The visuals depict the act of pump faking, being hot and cold at the same time, while incorporating mechanical elements which speak to my music and all people that are cognizant at this current point in time. Like Ernest Baker said “What A Time To Be Alive”.
What are some tracks you can’t stop listening to lately?
Kanye West – Never See Me Again (unreleased song he made during MBDTF)
Oneohtrix Point Never – Sticky Drama/Ezra
Le1f – Umami/Water
M. Sayyid – Good Friday
Taliska – Jeheaven
J Spades – 50 Deep/Chicken Soup Feat. King Louie
Bigg Jus – Dedication To Peo ’97
Ty Dolla Sign – Blasé
Are you excited for the future?
The future of this album? Yes. The future of technology? Definitely. The future of society? Not sure.